November 7, 2022

In-App Messages: Building Communication with the Client in the Mobile Application

One of a modern digital marketer’s most important tasks is to attract a customer’s attention to a mobile app. Various push notifications have become ubiquitous today, while in-app messages receive far less attention than they should. At the same time, in-app messages play a significant role in the user’s decision to continue using the application.

Marketers should improve their skills in working with this communication channel. Thanks to it, it is possible to simplify the process of user interaction with the app and make it even more efficient. As a result, an ordinary user can become a loyal customer.

How to Distinguish In-App Messages from Push Notifications?

Most people think that mobile app notifications are a kind of alert that appears on the device’s screen, regardless of whether it is currently being used. Indeed, such alerts exist, and they are called push notifications. As soon as the application is installed on the smartphone, the user receives a request to send such notifications. They can accept or reject it. Compared to push notifications, in-app messages do not require any additional consent to be sent. Such notifications are displayed in the app itself during an active session.

The main purpose of push notifications is to bring users back to the app. To arouse the client’s interest in interacting with the app, you can report interesting news, send a reminder, and notify about a promotion, events, order status, functionality updates, or product offers. Practice shows that push notifications are good for reactivation and maintaining communication with active users.

In-app messages are visible to everyone who uses the app. This method is unsuitable for attracting an inactive audience, but it will help establish connections with a warm one. In-app messages are small conductors between the mobile version of the brand and customer loyalty. Pay attention that inappropriate, too frequent, and obviously promotional messages can annoy any user. At the same time, well-designed in-app messages steadily increase satisfaction with the service.

Top 3 Purposes of Inn-App Messages

There are many different goals that can be achieved by using in-app messages. The main ones are the following:

  1. Lead generation. Enrich user profiles by requesting personal information (email address, phone number, etc.) to launch highly personalized messages;
  2. Motivational policy. Reward non-converting users with personalized coupons and discounts based on their behavior;
  3. Feedback. You should learn more about your users in order to create a positive mobile app experience for them. Get valuable feedback and create ratings to stay closer to the client.

How to Use Inn-App Messages in Mobile Applications?

High conversion is the main difference between in-app and push notifications. At the same time, the number of users can be drastically reduced due to inappropriate or overly intrusive advertising messages perceived as spam. Read the following sections to learn how to make in-app messages effective.

Notification Request

In-app messages can be used immediately when the app is first launched. You can ask the user if they agree to receive such notifications in the future. An attractively designed message that informs why such notifications are useful can attract a lot of people.

Personal Recommendations

An important role in increasing customer loyalty belongs to personalization. For example, in-app messages may collect information about users and their interests. Thus, you can offer the most relevant content, personalized information, and recommendations.

Easy Way to Share with Friends

All creators want as many people as possible to know about their mobile apps. In-app notifications can motivate users to share with friends. 

Encouragement of Users

The reward system is a widely used tool for attracting and retaining an audience today. Therefore, it is not surprising that it has become part of many Firestick remote apps. Ratings, progress indicators, awards, and just emotionally positive messages penetrate the user’s mind and keep motivation on the way to the goal. Even a short in-app message with encouraging content forms a positive association of the interaction with the product and encourages further use.

Helpful Tips

A small number of people read application guides. Therefore, in-app messages are an excellent way to demonstrate small tips and helpful contextual instructions.

Promotions and Discounts

In-app messaging is an efficient way to please customers with a price reduction or a special offer. Compared to other communication channels, in-app messages have two crucial advantages:

  • You are reaching out to an interested audience segment that is already using your product;
  • The client cannot fail to notice the notification, as is usually the case with messages in instant messengers, emails, and posts on social networks.

Any promotional company (discounts, promotional codes, bonuses in the loyalty program, promotions, etc.) is well integrated into the format of the in-app message and increases conversion.

Final Remarks

In-app messages are notifications that users receive when an app session is active. Such messages’ key purpose is to provide users with relevant information to keep them engaged. The advantages of in-app notifications are that they attract users’ attention, increase engagement, improve communication, help transform users into customers, boost conversion, and increase traffic.

In addition, in-app messages help inform about real-time updates, direct subscribers to specific application sections, and provide brief instructions. Use in-app messages effectively by following the tips described in this article and achieve your marketing goals without any problems!

About the author 

Kyrie Mattos

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