Why is In-app Messaging a Game-changer for Engagement and Retention?
Obrelo states that the number of users is increasing by 4.9% annually. As a result, the number of current smartphone users is estimated at 5.25 billion. Most likely, almost everyone in the world is walking around carrying a smartphone and scrolling from one app to another to pay bills, shop for groceries, or book tickets. But several apps are downloaded once and never used, rarely used, or uninstalled the next day. Such apps fail at retaining users.
In digital marketing, user retention is the term that goes hand in hand with user engagement. If you are successful at engaging users, you can have better user retention. It has several benefits for your business, from cutting user acquisition costs to marketing campaigns. Let's explore the importance of in-app messages and learn how to leverage them for user retention.
Let's get started!
Why Is In-app Messaging Important? (Essential Use Cases)
In-app messaging is an effective way to engage customers within your app. In-app messages are notifications that users see while using the app. These notifications help engage users at the right time with the required information. They can also lead the users to take a specific action—share, subscribe, or purchase.
How does it work, and when can you start using it?
Right from the first interaction with users. Yes, in-app messages are great at interacting with first-time users and can drive 3.5x higher user retention. Here are the common in-app messaging use cases:
- Onboarding: No matter how user-friendly your app is, aid users with brief messages about your app. When introducing users to your app, make it easy for them. Use short messages to explain how the app works and what it can do. Show them around with a quick tour or tutorial. And remember, always give them a way to leave if they want to.
- Transactional: Transactional messages serve crucial functions in app-user interaction. They include order confirmations, payment reminders, booking details, delivery updates, appointment reminders, password resets, subscription renewals, and more. These messages provide users with essential information about their transactions, ensuring a smooth and efficient experience
- Chats: Providing chat support in-app messages is an effective strategy to win customers' trust. It encourages them to use your app and boosts conversions.
- Rewards and Promos: When you reward users or offer promos, they feel incentivized and valued, increasing their involvement with your brand.
- Important Updates: Some changes can't wait for email; they need to be shared with users in the fastest time, especially in mobile applications belonging to banking, finance, and travel, where crucial updates are essential to deliver promptly.
In-App Notifications Best Practises:
To ensure your in-app notifications are effective, consider these essential practises. These are as follow:
User Segmentation:
Personalise your notifications based on user behaviour and preferences. With targeted user segmentation, deliver content that speaks directly to their interests, making them feel valued and engaged.
Captivating Headline and CTA:
Grab attention with snappy headlines that ignite curiosity. Use compelling Calls to Action (CTAs) that prompt users to take action, whether it's exploring new features or claiming an exclusive offer.
Enrich with Visuals:
Say more with less text by incorporating eye-catching visuals. Vibrant images and interactive elements create a visually appealing experience, enhancing user engagement and understanding.
A/B Testing:
Optimise your notification strategy with A/B testing. Experiment with different content formats, styles, and delivery times to identify what resonates best with your users, leveraging the power of data to refine your approach.
Timezone Delivery:
Respect your users' time zones by delivering notifications at the most convenient moments. An intelligent API-driven system ensures notifications reach them when they're most likely to be receptive, boosting interaction rates.
Remember, crafting effective in-app notifications is an art. It involves using data and interesting content to make users enjoy their experience with the app. Keep track of user preferences using API-powered analytics to continuously improve. By following these best practises, you can build strong connections with users and boost app engagement to higher levels.
Conclusion:
In-app messaging is a great way to keep users interested and coming back to your app. Using these strategies, you can create meaningful connections with users, making them feel connected and loyal. This, in turn, helps keep users around for longer. By looking at how users interact with in-app messages, businesses can make improvements to provide an even better experience for users. It's all about keeping things smooth and enjoyable for everyone using the app.
