What you’ll read: How to leverage in-app inboxes to personalize your message and keep customers engaged.
In-app inboxes are a vital tool in the mobile marketer’s repertoire. Whereas push notifications or emails directly ping the user, in-app inboxes only work when users directly engage with your app. By using built-in messaging tools within your brand’s app, you can keep customers informed while simultaneously respecting their time and privacy. With a little effort, effective messaging can drive engagement, boost retention, and maximize revenue. Though there are plenty of tactics out there for driving engagement, we’ll focus on a few fool proof methods for using in-app messages to drive retention.
App Onboarding
Research shows that apps retain only 55% of users after the first week of use, and effective onboarding plays a big part in this. Users need to understand the value of your app and get to the “aha moment” that will keep them around, or you run the risk of uninstallation. Ensure your initial in-app messages are personal, welcome the user, and set them up as quickly and clearly as possible.
Convey Product Information
If you have a new product or feature update, in-app messaging is a great way to keep customers in the know without being overly pushy. You can also upsell customers on upgrades, informing them of the benefits of upgraded features to get the most out of your product. And if a customer purchases something, you can send shipping information directly within the app.
It’s important to strike a balance between too little and too much information; that amount is different for every organization — or even customer. Make sure you have clear KPIs for your message before sending it out, and don’t forget to stay timely with seasonal messaging or promotions.
Market Segmentation
Target specific audiences directly by leaning on market segmentation with your in-app messaging. A study by Mailchimp found segmented email campaigns saw a 14.31% higher open rate and 100.95% higher click rate than non-segmented messages, and you should take this advice to heart with your in-app messages as well.
Metrics that make for good segmentation targets include:
- Location: Tailor messages for local events or sales by using customer location data
- Purchase habits: If your customers shop for a few specific items within your app, some well-timed promotions for similar items can boost revenue
- Loyalty: Reward your most engaged customers with additional discounts or other offers
- Disengagement: Send coupons to customers who haven’t made a purchase in a while
Whatever your approach, customizing your message will make your customers feel unique, building loyalty and increasing retention over time.
Gather Feedback
Customer feedback is a valuable tool for discovering pain points and improving your product, and the in-app inbox can be used to provide feedback opportunities through one-question microsurveys or larger questionnaires.
If Your App Doesn’t Have an Inbox, Consider Adding One To Maximize Engagement
The average user receives dozens of push notifications and emails every single day. While these are valuable marketing tools, relying on them too often increases digital clutter and frustration. And this can lead to higher churn rates.
An in-app inbox will diversify your marketing efforts, allowing you to effectively target customers at a variety of engagement levels without overwhelming them.