What is an In-App Message?

An In-App Message is an online marketing strategy sending targeted messages to users while they are actively engaged on an app. In-app messages include banner and push notifications, full-screen displays or embedded links allowing users to connect with a prospective conversion action such as ticket buying or check-out carts. Some in-app messages allow users to circulate a link among other members of their social media network. An in-app message is important because it can be part of a mobile marketing strategy that keeps users highly engaged with the app. A successful campaign can motivate upselling opportunities and even encourage the user to make valuable referrals to their social media network.

How an In-App Message Works

  1. It directs users through the app

    After a user installs an app onto their mobile device, the advertiser's real work begins. An advertiser that does not engage with the user early in the onboarding process is overlooking a valuable opportunity. If users are left to navigate an unfamiliar app on their own, frustration could lead the user to uninstall it. At its initial download, the app should have targeted messaging for the user that provides information on how the app works, key features and built-in bonuses, free trials or purchasing updates. An in-app message should make the user feel highly valued and welcomed.

  2. It uses different kinds of messaging

    In-app messaging is a preferred way for advertisers to communicate directly with their app users. Implementing an in-app messaging strategy can deliver high user engagement and retention without a complicated set-up. The trick is to avoid unnecessary and irritating distractions on the app that may cause users to junk the message as spam. There are various types of in-house messaging for app users. Banner notifications are usually situated either at the top or the bottom of the screen and initiate when the app session begins. Sometimes banners have one or two buttons encouraging users to take an action. Full-page displays allow a lot more screen space for creativity. This messaging may include both text and visual components. Combined, these elements can positively capitalize on a user's attention generating either leads or conversions. Users can also share an in-app message with their friends on a social media platform like Facebook or Instagram.

  3. It is personalized

    In the best of all worlds, an in-app message should make an individual user feel as though the message is just for them. The messaging should be holistically integrated in the app's design. The user should feel as though the message is a form of customer service, not another promotion. Personalized messages speak to the user's lifestyle, wants and desires. A message center can also be a way to house targeted in-app messages to the user. Message centers funnel specialized content to an app's most engaged and loyal users.

Why an In-App Message Matters

  1. It delivers high user engagement

    As soon as a user opens the app, a well-delivered in-house message can feel valued with updated information on new features, account status and reminders if the user missed an important point of interest. These tailored actions keep users feeling appreciated. The end result can be a high ROI and greater brand awareness.

  2. It's a form of customer service

    Customer service can help a brand stand out from competitors. For example, most American airlines are constantly working to improve the quality and substance of their in-app messages. Missed or delayed flight information updates are critical pieces of information that can reward airlines with greater user retention and higher brand loyalty.

  3. It connects with larger audiences

    An in-app message can help an advertiser simultaneously . connect with as many people as possible. Push notifications can direct users to view a message on their apps. If the message is especially relevant for the user, it can be shared via social media networks. This kind of exponential growth can be a boon for the advertiser by getting a targeted message in front of a desirable audience at just the right time.