Email Capture Rate = (Emails Collected / Total New Users) x 100. Email-Attributed Revenue = Revenue from Users Who Received Email Campaigns - Revenue They Would Have Generated Without Email. For reference, lifecycle email campaigns typically attribute $0.50-$2.00 per captured email per month.
Ask after you have demonstrated some value but before the paywall. The ideal placement is after 1-2 onboarding screens that show what the app does. Offer a clear benefit for sharing their email (‘Get weekly tips,’ ‘Save your progress’). Asking too early feels intrusive; asking too late means fewer users see the prompt.
Good email capture rates range from 40-70% depending on your value proposition and ask placement. Apps that gate content behind email (like ‘Enter email to unlock free content’) see higher rates but may lose some users. Apps that make email optional see lower rates but less friction. Test both approaches to find your optimal balance.
Build automated email sequences: a welcome series (days 1-7) that reinforces value, a trial reminder series (before trial expiration), and a win-back series (after churn). Segment emails by user behavior — a user who tried 3 features but did not subscribe needs different messaging than one who never explored the app.
The rules — often enforced by Apple or Google — that determine whether a user qualifies for specific offers such as introductory pricing or free trials. These are typically based on the user’s subscription history within a subscription group or platform account.
A metric that measures how frequently and deeply users interact with your app over time — including actions like sessions, feature use, and content consumption. Higher engagement is typically correlated with improved retention, trial conversion, and LTV.
The specific features, content, or access levels a user is granted based on their subscription status. Entitlements are typically managed through server-side systems like StoreKit, or Botsi, and are essential for maintaining access across platforms and devices.
Trackable in-app user actions such as app open, paywall view, subscription start, cancellation, or feature use. Events are the building blocks of behavioral analytics and are helpful for measuring funnel performance, targeting lifecycle messaging, and powering experimentation.
The systems and methodologies used to run A/B or multivariate tests on key subscription elements — such as pricing, onboarding, messaging, and paywalls. A strong experimentation framework supports continuous optimization of conversion and retention through rigorous data collection and analysis.
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