I hear you, it's a shit show! I'm gonna have to do that myself soon and I don't look forward to it.
> But there are limits to what you can do [in email]
But email will still be a very common entry point for readers (unless you expect to change the behavior of your users), so you still need to link to the app or website from the email.
As a user I don't mind an app from a technical perspective. It gives me more options! But what are the things the app can do that the web cannot?