The Power of In-App Messaging
In-app messaging enables a more convenient future for retailers and commerce companies to send their customers highly-personalized, highly-relevant messages and notifications while customers are actively using the company’s mobile app.
This feature presents a valuable opportunity to maximize the impact of a brand’s mobile marketing strategy. Your marketing team can communicate directly with your customers, harnessing the power of data, to send the right messages at the right time.
Effective use of in-app messaging can boost customer retention by cultivating meaningful interactions that let your customers know you care about them, you’re listening to them, and you’re dedicated to providing the best customer experience possible.
Personalized in-app messaging can have a positive impact on customer satisfaction, as your customers receive relevant product or service recommendations and helpful in-app guidance toward features that align with their recent behaviors.
This mobile marketing feature also gives your brand greater insight into each customer, by collecting customer data that will be used to continuously tailor and refine your app experience on an individual basis, for specific user profiles. This data enables your marketers to define which messages are most effective for driving individual behaviors for each customer.
What is in-app messaging?
Any form of messaging that occurs within your brand’s mobile app and is delivered to your customers while they’re actively using your app is considered an in-app message.
Our mobile app solutions and customizable, in-app messaging capabilities are compatible with iOs, Android, Windows and more.
In-app messaging enables your marketers to:
- Send hyper-targeted in-app notifications
- Engage users at critical moments
- Facilitate a welcoming onboarding process that promotes retention from new users
- Share company updates and product/service updates
- Promote products or services
- Guide users toward desirable behaviors
- Gain greater insights into your customers’ behaviors and interests
Your customer receives a personalized mobile experience that keeps them coming back, and your brand keeps those customers happy while accumulating the data that enables you to continuously refine each customer’s mobile experience. It’s really a win-win situation.
Deliver hyper-targeted in-app messages.
Through your mobile app, your company can send hyper-targeted notifications and messaging to active users. These can include upselling messaging, cross-selling recommendations, feedback requests, guidance toward certain features—anything really.
Your app notifications can be continuously customized for your content strategy to encourage individual customers to complete key in-app actions.
Leverage the unique targeting capabilities of in-app messages to reach app users through highly-personalized messages when it’s most convenient for them.
Delivering personalized messages shows your customers that you’re listening to their recent interests and you’re paying attention to their needs. These hyper targeted messages can be delivered in immediate, real-time response to certain in-app actions, based on the time of day, or based on small nuances in your customers’ behaviors.
You can share product updates, offer support to your customer or promote relevant offers while your customers are actively browsing through your app. With Plexure Analytics, your marketing team can access powerful customer data that allows for deep audience segmentation and the ability to build rich customer profiles to deliver timely, highly-relevant messaging to individual profiles.
Why is personalization so powerful? Consider this:
91% of customers say they’re more likely to shop with brands that provide relevant offers and recommendations (source).
71% of customers feel frustrated when a shopping experience is impersonal (source).
83% of consumers are willing to share their data to create a more personalized experience (source).
These numbers speak for themselves; not only are your customers more likely to purchase from your brand if you offer a personalized experience, but they’re also willing to give your brand the information you’re looking for to continue improving your customer experience over time.
Engage users at critical moments in their customer journey.
Using real-time customer data, derived from machine learning and artificial intelligence, your brand can send the right messages at the right time.
Deliver tailored messages to certain customers, based on their current location in the customer lifecycle and historical customer data that reveal your customers’ true interests and desires. This level of personalization across critical touchpoints can maximize your marketing impact, drive more sales and propel your brand toward your business goals.
Our analytics solutions enable you to create rich profiles for each customer type, so your brand can identify the right engagement for each customer profile and the optimal time to deliver that engagement.
If a customer adds a product or service to their cart and they continue browsing through your app, you can deliver a personalized offer or discount on that specific product or service to encourage them to checkout or add more items. Or, you can recommend another service or product that compliments the one in your customer's cart.
For any key action you want your customer to take at any point in their app experience, your marketing team can create highly-personalized messages that guide your customers toward the action at their most receptive, impressionable moments.
Facilitate a seamless onboarding process.
Send your customers a welcoming message once they download your app and begin exploring your features. Deliver timely messages that guide your customers toward specific functions related to onboarding, creating their customer profile, or gathering information on their interests.
Onboarding messages can be delivered to first-time app users to show them around, get them acquainted with different features and capabilities, and to communicate the value your mobile app provides them.
Send personalized tips, tutorials and guidance to demonstrate how they can benefit from your app, or remind users to complete key actions to finalize their customer profile for a successful onboarding process that promotes retention.
Share updates and new features with active users.
Keep your customers engaged and active in your app by sharing information about app updates and new features via in-app messages.
As your marketing team makes updates to your company app and deploys new features, you can send personalized app messages that demonstrate how to use new features and communicate how these features can improve your customers’ app experience.
Encourage active users to take advantage of new features and capabilities by offering a step-by-step guide to help your customers navigate these features. In-app messages are the most effective channel for promoting new features, because they’re delivered to customers at a time that’s most convenient to them.
Sending a marketing email that promotes new app features won’t have the same effect, as customers probably aren’t active in the app when they see the email - and they may not even open the email in the first place.
Emails sent by retail marketers have an average open rate of 18.39% (source). In-app messages, on the other hand, generally have a 100% ‘open rate’ by active users. App messages and notifications can require users to take a specific action before they’re able to continue using the app, ensuring that they’re aware of the message.
Promote products, offers and specials.
Your marketing team can create highly-personalized in-app messages to promote certain products and deliver relevant offers and recommendations to active users.
Through our analytics solution, your company has access to data, transcribed from your customers’ recent in-app behaviors and historical purchases, that enables your marketers to identify which products and offers will be most effective for each customer type.
These messages will be delivered through intelligent automation for the most efficient and prompt delivery.
Your team can deliver notifications about:
- Store-wide specials
- Specials that are relevant to a customer’s recent interests
- Discounts on the products currently in your customer’s cart
- Cross-selling promotions to upsell your customers at the most optimal moments in their buying journey.
How to Use In-App Messaging Most Effectively
Your marketing team can create personalized content according to their current marketing strategy, and continuously optimize messaging as the content strategy evolves.
The most effective in-app messages are concise, personalized, delivered timely, and have a clear call-to-action. Think about it, if you open an app and a lengthy message pops up, do you read the whole message? Probably not. You’ll likely locate the ‘X’ in the top right corner or the ‘Got it!’ button at the bottom of the message, and continue on with your app experience.
If the app message doesn’t have a clear call-to-action, users may not know which action they’re supposed to take, rendering the message ineffective. Your customers want an easy, intuitive user experience - and that goes for not only your in-app message strategy, but your entire mobile experience.
Your customers expect a frictionless customer experience with clear guidance, personalized engagements, and seamless connections between different channels or features.
In-app messages can be delivered via a number of different methods, like:
- Product notes
- Product tours
- Splash screens.
Depending on the type of engagement, whether it’s to promote a product, notify the user of a recent app update or guide the user toward certain features, one delivery method may be more effective than another.
If the goal is to demonstrate how to use a new app feature, a splash screen message (a message that appears during app launch, while the app is loading) may not be the most effective approach. A guided tour or tooltip is likely more beneficial for ensuring that the customer sees where they can access the new feature or functionality, and how they can use it to gain the most benefit.
App messages about products, recommendations or offers should also be personalized for each customer. Personalization builds trust between your brand and your customer. When your brand delivers relevant messages that tell your customers you understand them, they trust your recommendations - and therefore, trust your brand.
By delivering impersonal, generic messaging that doesn’t apply to your customer, you run the risk of your customers ignoring future messages, or even worse, opting out of your app entirely and choosing another brand that does personalize their engagements.
What’s the difference between in-app messages and push notifications?
In-app messages occur within your mobile app, and push notifications are delivered outside of your app.
Push notifications can be delivered to users while they’re not active in your app, or while they’re not active on their phone at all. These messages can be delivered to their message center, via a banner alert, or displayed on their lock screen.
The most effective use cases for push notifications are messages that require timely actions from the user. These may include:
- Advertising flash sales or limited-time offers
- Advertising new products or service promotions
- Ask users an engaging question that prompts them to open the app
- Confirm recent purchases or transactions
- Nudge users when they’ve been inactive for a while
- Ask users for their feedback
- Prompt users to perform key in-app actions
And the list goes on. Push notifications have tons of uses and can prove successful for driving desirable customer behaviors. The downside to push notifications? They can be turned off.
If your mobile app sends too many push notifications or sends notifications that aren’t relevant to a customer’s interests, your customer can turn your push notifications off, causing your brand to lose a critical engagement channel.
Push notifications have to be perfectly optimized for your users, in order to prevent users from opting out of your notifications and losing trust in your brand.
In-app messages, on the other hand, can’t be opted out of - and that’s a major benefit. As long as your customer continues to use your app, you can deliver in-app messages to fulfill any objective, without running the risk of opt-outs.
To encourage users to opt-in to your app’s push notifications, you can deliver an in-app message that seamlessly connects to the customer’s notification settings and allows for the fewest number of steps to opt-in. (The fewer the steps, the more likely your customer is to follow through with the action.)
Push notifications should be used relatively sparingly to promote timely initiatives that don’t hinder your customers’ experience with your brand.
The Plexure Solutions That Make It All Possible
Highly-personalized app engagements are the future of mobile commerce. As more commerce brands see the value and reward in effective, end-to-end, personalized mobile engagement strategies, customers have come to expect an app experience that feels as though it was designed specifically for them.
In-app messages play a major role in your mobile experience. Personalized messages, delivered at optimal times in a customer’s journey, can support your brand in building meaningful, trusted connections with your customers.
Your marketing team can harness the power of data, machine learning and artificial intelligence to deliver deeply-targeted meaningful messages through a cost-effective marketing strategy.
Your in-app message strategy can be connected with your loyalty programs, seasonal campaigns and mobile order & pay features to supercharge your mobile marketing strategy.
Delivering consistent, personalized messages, helpful tips and guidance, and relevant recommendations through in-app messages can result in greater customer retention, greater customer satisfaction, increases in average transaction value and overall higher revenue.
In-app messaging supports your team in creating magical, meaningful moments with your customers through highly-personalized mobile experiences. These messages can prompt your customers to take desirable actions and perform key in-app actions that lead to longer app sessions and more loyal behaviors.
If you’re ready to leverage our suite of intelligence modules, exclusive targeting capabilities and digital toolkit to transform your customer engagement and maximize your mobile marketing impact, we encourage you to book your demo today.