Personalise In-App Messages: Worth the Effort? (5 Reasons Why)
In a world of millions of mobile applications, users are bombarded with countless notifications. The challenge here is to stand out among all those applications. The challenge is to engage users and boost conversions.
A critical aspect of achieving this goal is personalising your in-app messages.
Tailoring your content to individual user preferences and behaviours makes a significant difference in user engagement.
In this blog post, we'll explore the importance of personalising your in-app messages and notifications and provide actionable tips to help you get started.
Why Personalisation Matters ?
Three essential factors make personalising your in-app messages matter. These are:
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User experience
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User engagement
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Boost user retention and loyalty.
Personalise In-app Messages and Notifications with These Techniques
The success of any in-app notification lies in increasing user experience, engagement, and retention. Following are the tips that will help you achieve these aspects while strategising your actions.
1. User data collection
You will be surprised to know that in exchange for deals and offers, 80% of consumers are willing to share personal data.
You can leverage this opportunity to personalise your in-app messages; after all, it’s what you need. Start collecting the relevant user data, such as:
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User preferences
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User behaviour history, and
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User demographics.
You can gather this information through user profiles, surveys, analytics, and user interactions within your app.
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2. User segmentation
Research shows that US smartphone users interact with about 46 apps every month. Hence, saying that segmentation is the key to delivering personalised content will be justified.
Segmentation is a process of collecting and grouping data based on different parameters such as demographics, psychographics, technology usage, and more.
Divide your user base into meaningful segments based on common characteristics or behaviours. For example, you can create segments for new users, returning users, or users with specific interests.
3. Tailor content
Personalised content offers users a smooth user experience. When users receive personalised in-app notifications, they no longer need to search for products or services.
It becomes a hassle-free process to use the app, which thereby improves the chances of user retention inside the app. Content is everywhere used in an app; the highly targeted areas can be:
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User onboarding
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User profile
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Recommendations
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In-app messaging
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News and updates
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Live chat and customer support
Segmentation can help you create more personalised content. It helps you create dynamic content that adapts to individual user attributes, such as their name, location, or past interactions with your app.
4. Strategising personalisation
Personalisation can be more effective and specific if you use these techniques:
4.1. Static Personalization:
Static personalisation is event-driven, i.e., specific events or elements are chosen for recommendation based on predefined criteria. This approach involves manually curating content or recommendations for certain sections of the app, regardless of individual user behaviour.
For example, you might recommend featured products, top-rated movies, or trending articles to all users visiting a particular section of the app.
Choose a smart messaging provider such as Notifly. It allows you to customise and segment users on one platform, including personalisation.
Static personalisation is valuable for highlighting important or promotional content that applies universally.
4.2. User Group Personalisation:
User group personalisation is all about segmenting users. It can be based on shared characteristics, behaviours, or preferences. This segmentation lets you tailor content or recommendations (as mentioned in points 2 and 3) to each group.
For instance, there may be user groups like "New Users," "Frequent Shoppers," or "Movie Enthusiasts."
This strategy recognises that different user segments have varying needs and interests. So, it allows you to address those differences effectively.
5. A/B Testing
A/B testing is the best tool to identify what will work and what will not. Before you launch your official marketing campaign, run an A/B test. Using this test, you can compare and see the performance of two versions of your content.
Hence, continuously optimise your personalisation efforts through A/B testing.
Experiment with different message content, timing, and delivery methods to determine what resonates best with your audience.
Note: While personalisation is essential, it's crucial to respect user privacy. Communicate your data usage policies. Allow users to control their preferences for receiving personalised messages. Lastly, ensure that you comply with data privacy regulations.
Key Takeaway:
In the end, personalising your in-app messages and notifications can make users happy, engage them, and make them want to keep using your app. Start by collecting user information, dividing users into groups, and sending messages that match what they like. It's essential to keep improving your personalisation and following privacy rules. Doing this will help your app do better and make users happier.
