Always Going North

Notes on customer acquisition, growth, and app marketing

Tag: in-app message campaign

Build a message center in your app to keep users engage

Push notifications and in-app messages are temporary which means that if the user has not seen them or he has dismissed them, he has no access to them anymore unless you have built a message center in your app.

An in-app message center (app inbox) can capture and store messages your users want to keep track of. Its implementation can complement your overall mobile messaging strategy.

Message centers generate better response rates. According to Urban Airship research, message center content generates 8x the read rate of push notifications alone. Also, message center read rates more than double when used in combination with a push notification.

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Increase user retention and engagement with in-app messaging

An in-app message is any message sent to the user within the app itself. It is a native part of the app experience because it looks and feels like it belongs in the app. This is a good channel for onboarding, tutorials, promoting in-app content, and to communicate with your active users inside your app. However, it’s an underutilized tactic with untapped potential (only 1/3 of apps employ this tactic). The main reasons for the underutilization are that they are considered too similar to mobile ads and the same as in-app chats.

Some brands don’t use in-app messaging because they think their users will perceive them as mobile ads and this will generate a bad user experience. It is important to understand that they are two different things that serve different purposes.

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