One of the biggest challenges mobile marketers deal with today is keeping users engaged. On average, 19% of new users will delete an app after just one use. In-app messages are one of the best ways mobile marketers can keep users interested and avoid app abandonment.
In-app messages can be used in a variety of different ways, from initial welcome messages to long-term engagement strategies. In basic terms, they are notifications that appear within the app to keep users interested throughout the user journey. Some examples of in-app messages include:
- Onboarding – Welcome messages to help users adjust to the app
- Promotions – Offering users a free gift or incentive to continue using the app
- Transactional – Confirming a user’s purchase or sign-up
- New Feature – Helping users understand a new part of the app
- Announcements – Letting users know about important company news
Though the reasoning behind both is to engage users, in-app messages are different from traditional push notifications. Whereas push notifications appear on users’ lock screens or in status bars, in-app messages only appear while the user is actively using the app. Users can choose to opt out of push notifications, while this is usually not an option for in-app messages making them a valuable tool for mobile marketers.
Studies show that users appreciate in-app messages because they prompt them to take specific actions within the app. In fact, apps that make use of in-app messages gain a 40% increase in retention during the first and third months. Most people don’t want to have to figure out how to use a new app and would prefer to be guided by app developers. These periodic touchpoints can actually increase overall user retention up to 3x.
To learn more about how you can harness the power of in-app messages, take a look at the recommendations from CleverTap below: