Generally, it is really hard to get people to send you feedback, especially if your project/startup/tool is intended for not tech-savvy users. There will be some users giving you feedback all the time (powerusers/early adopters) and you should stay in contact even if you don't have something new at the moment
What I found to be useful is displaying a "1 minute of your time to improve the product"-form on the (in this case) applications home page, where every user will go. It is important to add a "no, I don't want to do this"-option, because you don't want to nag your users with a always displaying form-link. Don't do popups, too, they are irritating. Just a small but visible link with a do or don't option and if the user don't want to do it, don't force them again. On my last project, I got almost 20% of the user base to fill out the form this way, which I think is a really strong base for analysing and improving your application/startup/tool.