Mobile app acquisition email for denim retailer Lucky Brand. Drives existing email subscribers to download or actively engage the brand's mobile app through an exclusive first-purchase promotion. Leverages coded incentive (APP15: 15% off first purchase) combined with strategic price anchoring ($39.99 baseline) to overcome app onboarding friction and increase mobile channel adoption:
- 15% app-exclusive discount code (APP15) removes activation friction
- Strategic price anchor ($39.99) signals value and encourages impulse buying
- Direct app funnel bypasses web checkout—boosts retention metrics