HOW EMMA’S DIARY GREW TO 700k USERS

Emma's Diary is a UK Pregnancy App that allows women to track their pregnancy and receive exclusive offers. White Label Loyalty developed the loyalty app.
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0k
users
0M
Push notifications sent
0%
uptime

Before WLL

  • Low user engagement and high churn rates were a big issue for the app.
  • Limited insights into user behavior and engagement with the pregnancy pack scheme.
  • Lack of unified access between app and website & fragmented user experience.

After WLL

  • User base grew from 120,000 to 700,000, with sustained engagement.
  • Seamless SSO authentication unified the app and website experience.
  • Personalized push notifications improved targeting, with over 10 million sent to date.

Case study

Emma's Diary

Emma's Diary

About

Emma's Diary is the largest UK Pregnancy App, which allows women to track their pregnancies and receive exclusive offers.

Location

United Kingdom

Industry

Technology

Company Size

100

Products Used

Loyalty Engine

Loyalty Engine

Loyalty Console

Loyalty Console

Mobile App

Mobile App

Marketing

Marketing

The challenge

The existing Emma’s Diary app was suffering from low engagement and a high churn rate. Lifecycle Marketing, the owners of Emma’s Diary needed to redevelop the app in a way that would enable them to retain their existing user base and grow it by keeping new users engaged.

The solution

We developed a bespoke cross platform mobile app and cloud service that allowed users to interact with Emma’s Diary content and receive marketing push notifications sent from our Marketing module.

 

The app integrated with all of the Emma’s Diary API’s to display content natively in the app, including a mobile advertising platform to better serve users specific to their stage of pregnancy.

 

We also deployed SSO authentication so that Emma’s Diary users could use the same user account across both the Emma’s Diary website and app. After the launch of the app, we provided ongoing feature development, maintenance and support with 99.999% uptime.

 

The app helped to grow the user base from 120,000 to over 360,000 in the first 10 months post-launch. It has since then grown from 360,000 to 700,000 to date. Our platform also provided Lifecycle Marketing with better insight of which of their customers were engaging with their pregnancy pack scheme.

700K

USERS

>10M

PUSH NOTIFICATION SENT

99%

UPTIME

Key takeaways

  • The app’s user base expanded from 120,000 to 700,000, with a 3x increase in just 10 months post-launch.
  • Over 10 million push notifications delivered personalized marketing, boosting user retention and activity.
  • The platform provided actionable data on customer engagement with the pregnancy pack scheme, enabling more effective targeting strategies.

Media gallery

Testimonial

White Label Loyalty worked very closely with us at Emma’s Diary to build and roll out our App. Through innovative thinking and focused solution delivery provided by WLL we were proud of the end product that enabled us to improve consumer UX as well as improve targeting/engagement.

— Gareth Huxtable

Finance Director - Finance - Lifecycle Marketing