In-app messaging is exactly what it sounds like:
an easy way to communicate with users who have a certain app open. This communication can include asking the user to rate the app, helping them discover some possibly obscure features, and so on.
While push notifications have become ubiquitous, their sibling, the in-app message, has received less attention. This is unfortunate, as in-app messaging can make or break whether a user decides to stay around or not. It’s important that marketers carefully craft in-apps that streamline the app experience and direct users on how to gain value from the app.
Apps that utilize in-app messaging enjoy higher retention and app relaunch rates than those which don’t. This is mainly because users who are given some direction instead of being left to wander around the labyrinth of a complex new app will see the purpose and usefulness of the app, and they are less likely to hit that dreaded uninstall button. App marketers that recognize this will drive up their apps’ launch rates by approximately 27%.
Taking this a step further, in-app messages that are measured to be triggered by relevant in-app action instead of simply triggering on launch also deliver desirable results. Messages triggered by actions will bring twice the click-through rate (CTR) than messages triggered on the launch, and as much as four times the conversion rate.
Differences Between Push Notifications and In-App Messages
Push notifications occur outside of the app when the user is not actively using it.
In-app messages appear within the application (hence the name) and show only when users have it open.
In-app messages are targeted to those who are already actively engaged with the app, while push notifications are sent to bring people in. These messages should be used carefully to enhance the experience for this audience without interrupting the flow of the user-app interface.
One of the best strategies used for In-App
is that your messages can only be disabled by the app product development teams. This makes in-app messaging a powerful marketing tool that gives a direct line of communication to users. With Push Notification, users can disable anytime within their app or phone settings. This makes it easy for users to opt-out and disengage.
Releasing a notification with little or no relevance to everyone is the quickest way to turn users off. Since they can’t disable in-app messages as they can with push notifications, they may get annoyed and delete your app if in-app messaging is used excessively.
In-app messages can be an incredible tool
for fostering customer happiness and loyalty by helping you gather feedback, solve customer problems, and stay on the pulse of customer sentiment. Communicating with your customers in-app helps break down the wall between customer and brand, and fosters a two-way dialogue that can help you build real, personal relationships with the people using your app across all stages.
The ultimate goal of in-app messaging is to create happy, satisfied customers who are more likely to continue engaging with the app and growing their loyalty to your brand. If leveraged correctly, in-app messages can be the perfect communication tool to help create the dialogue that will get them there.Follow us!