What is in-app messaging?
In-app messaging refers to communications that are available while someone is actively using an app. Unlike email communications or push notifications, in-app messaging is only accessible when the app is open.
How does in-app messaging work?
In-app messaging is a way for brands to communicate directly with users while they are actively using the app.
What are the benefits of in-app messaging?
The main benefit of in-app messaging is that it is a hyper-focused method of communication that cultivates relationships with a brand's most valuable customers; those who are already invested in their app. Some other advantages include:
- Independence: In-app messaging is not reliant on outside forms of communication.
- Personalization: With zero party user data, it’s easy to personalize messages for individual users
- Engagement: In-app messages can keep users interacting with the app and guide them towards desired actions. In-app Stories are particularly effective at increasing user engagement.
- Internal: There is no need for users to leave the app to receive the message, so distraction opportunities are reduced.
- Always on Brand: Creating copy for in-app messaging is simplified by knowing both your brand voice and your audience,
Most popular in-app messaging software
There are many companies that offer in-app messaging capabilities, some of the most popular include:
What are common use cases for in-app messaging?
In-app messaging can be used for nearly any type of marketing communication and is commonly used for:
- Onboarding: Creating an onboarding flow of in-app messaging will help new users get oriented and become confident in your app.
- Promotions: Offering discount codes or promotions in-app is a great way to reward engaged customers and increase customer lifetime value.
- Increasing Engagement: In-app messaging is an opportunity to engage with clients and increase session duration.
- Feature adoption: Help users get the most out of the app with hyper-focused targeted messaging that helps them discover and utilize new or neglected features for increased adoption.
- Customer Service: Being able to help users where and when they need it most, directly within the app, can be an invaluable retention strategy.
What is the difference between push notifications and in-app messages?
The main difference between push notifications and in-app messages is that push notifications can reach customers when they are not using an app, while in-app messages are only available while users are active within an app. It’s important to note that push notifications are much more easily ignored and more often disabled by users than in-app messaging.