I know it\'s possible to link directly to an app in iOS by registering a custom scheme (e.g. so://) and it\'s also possible to link to the app in the appstore via itunes.
If you have a web page you link to from the email with the web page containing an iframe with the src set to the custom scheme for your App, iOS will automatically redirect to that location in the App. If the app is not installed, nothing will happen. This allows you to deep link into the App if it is installed, or redirect to the App Store if it is not installed.
For example, if you have the twitter app installed, and navigate to a webpage containing the following markup, you would be immediately directed to the app. If you did not have the Twitter app installed, you would see the text "The Twitter App is not installed."
iOS Automatic Deep Linking
The Twitter App is not installed
Here is a more thorough example that redirects to the App store if the App is not installed:
iOS Automatic Deep Linking
Website content.