How to open ios app using url?

I want to open my ios app using URL schemes. I am able to open app using this. But I want if app is not installed then app store should be opened where user can download app. Is this possible? How can I do that?

EDIT Explaining question step wise:

1. I have a mail in my inbox with a url.
2. I click on URL then i. If app is installed in phone, app will launch. ii. Otherwise app store will be opened to download app.

Thank