As a modern mobile marketer, you have plenty of different communication channels at your disposal, each with its own strengths and weaknesses. You have probably used Email before and you must have heard already about the surprising effects of push notifications. But what about in-app messages?
An In-App message is a message delivered exclusively to people currently engaging with your brand via an app. It can be styled as a full-screen pop-up or as small overlay, native to your app’s user interface, and it has 3 important characteristics: it´s versatile, highly contextual and can be triggered based on users´ real-time interactions.
HOW DOES IT WORK?
While push notifications engage with your users when they are outside of your app and invite them to come back and complete an action, In-App messages focus on your users´ current browsing session within your app and build on something they are already doing, deepening their interaction with your brand.
WHY SHOULD YOU USE IT?
You might arguably wonder why to bother sending a message when the recipient is already using your product. The truth is that In-App messaging is an underrated channel with a lot of hidden potentials and can play an important role in the sustainability of your app, increasing user retention, engagement, and conversion rates!
How? Just take a look at the benefits of In-App messaging resulting from its main features:
1. In-app message enables you to reach more of your customers base and at the time your users are more likely to engage.
When you send emails or push notifications you are reaching only the customers who have given you permission to contact them through those channels, while using in-app messages you are able to communicate with a bigger proportion of your audience. Most importantly, people who receive your in-app messages don’t need to be convinced to visit your app. They are already there, ready to hear from you and thus more receptive to your message.
2. In-app message enables you to create In-App content without help from engineers and customize it to look and feel like an organic part of your brand.
You don’t need to learn coding to craft your In-App messages. You can easily build them by yourself selecting the placement, background color, and interactive buttons to create messages that mirror your app and are consistent with your brand’s image. Moreover, In-App messages can be as simple or rich as you like and appear either as short notifications, delivering alerting and time-sensitive information, or rich messages, containing more complex information, deep links, and call-to-actions.
So far we have talked about the benefits of in-app messaging. Let’s see them in action now and how you can leverage them to give your marketing a boost!
Broadly speaking, in-app messaging use cases can fall into 3 categories: information, reward, and monetization.
Informative In-App Messages
In-App messages are ideal to implement onboarding techniques such as welcome messages and interactive tutorials which explain to your new users how your app works and invite them to discover its features. You can also share important information and updates that your user otherwise might not notice. Overall, use In-App messaging to make the value of your app easy for your users to understand.
Rewarding In-App Messages
Use In-App messages to maximize the impact of your loyalty programmes to keep users coming back to your app. Every time a user makes a certain amount of purchases upgrades his or her loyalty status, or reaches In-App milestones reward him with a special discount through an In-App message which will make your offer feel much more organic than other promotions.
Monetization In-App messages
In-App messages are the perfect way to prolong the time users spend on your app and thus encourage retention and conversions. Moreover, many users need an extra push to convert and In-App messages are the perfect way to direct users to monetization pages by deep linking straight from the In-App message to a promotion or a checkout page.
While emails and push notifications are considered dominant mobile messaging channels, In-App messages can offer unique value too, so why restrict your marketing potentials by focusing on only one channel? Use In-App messaging complementary to push notifications and emails to maximize your audience reach and nurture your customers while they are using your service.
Modern mobile marketing requires a holistic approach. Differentiate from your competitors by leveraging different mediums in omnichannel campaigns to deliver seamless and consistent user experiences. Do you want to learn how? Simply contact us!