What is mobile in-app messaging and when should brands use it?
In-app messaging is when you communicate with the people who’ve downloaded your app—within the app itself.
It’s an important tool, because, when considering mobile engagement strategies, it’s worth acknowledging a fundamental reality: many smartphone users don’t want to be interrupted by your push notifications. But these same people still want your app. This is precisely where in-app messaging becomes an invaluable communication channel.
Connecting with users during their active app session puts you in a great position: they’ve already demonstrated interest by downloading and opening your app, making it the perfect moment for meaningful interaction.
Unlike push notifications, in-app messaging doesn’t require explicit user permission. This makes it particularly effective for delivering nuanced, contextually relevant information. Below are four occasions to send in-app marketing messages.
1. Let users know about a limited-time offer or promotion
Showing app users a sale—especially if it’s for a limited time—is an excellent way to reward people who’ve downloaded and opened the app. It will reinforce that it was worth two key efforts: what it took to download it and what it took to open it.
After all, your brand’s app is competing with some heavy hitters on your customer’s homescreen: texts from their family, best friends, even their crush; addictive social media apps; and apps they need for basic necessities like driving directions and grocery shopping.
If you want your new users to make it past the typical 30-days of use after download, you need to make their time on your app worth it. Showing them the products most relevant to them, in addition to offering exclusive discounts, is a great way to do that.
2. Help new users onboard
For however long a user is in your app, they want to be there. That consent is crucial, and almost unique across marketing channels.
Even if a subscriber opens your emails regularly or follows you on social, the expression of willingness when a user opens your app is stronger than their intention while scrolling Instagram or opening an email that you sent.
Take advantage of their enthusiasm—it isn’t likely to last. This is a great time to teach them how to use your app.
Consider sharing an educational video that walks users through how to find what they need, along with any exclusive perks that come with using the app.
3. Show users what your push notifications can offer
While most app-downloaders won’t be enthusiastic about getting push notifications from you right off the bat, they might be open to hearing more about them.
Educating them on the benefits of opting in to push notifications is a smart way to use in-app messaging.
4. Collect feedback
This period of a shopper liking you enough to download your app is a bit of a honeymoon period—but nothing is guaranteed. Consider using in-app messaging to prompt users to give you feedback.
You could find out:
- Why they downloaded the app
- Whether or not they’re interested in push notifications
- Why they’re not interested in push notifications (if they select “no” to the previous question)
- What they’re hoping to get out of using your app
- What they like or dislike about the app experience
Though in-app messaging may not generate metrics as impressive push notifications, research shows it remains highly effective for increasing conversion rates, enhancing user engagement, and improving retention statistics.