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Unlike intrusive mobile ads that stick out like a sore thumb, in-app messages are a native part of
the app experience, so theyre usually well branded and well designed. Put simply, in-app
messages look and feel like they belong in the app.
This form of messaging is also highly contextual and rooted in analytics, and can be triggered
based on a users in-app behavior and attributes (such as location, gender, and device). They are
a direct response to what your user is currently doing in the app.
In fact, apps that send in-app messages show 2-3.5x higher user retention and have 27%
more app launches than apps that do not. And since app abandonment has jumped from 20%
in 2014 to 25% in 2015, in-app messages are an even more vital part of a healthy app strategy.
Myth: In-app messages are akin to mobile ads, so my app users will find them annoying and
spammy.
Reality: In-app messages are absolutely not like mobile ads because they enhance, not degrade,
the app experience.
If in-app messages can yield such powerful results, why are companies so sluggish to send them?
It may be because some brands erroneously confuse in-app messaging with mobile ads and
therefore, assume their users will find these pop-ups distracting. But, there are stark differences
between the two.
First, mobile ads are banner ads that showcase your app inside other apps to drive new
installs. Conversely, in-app messages do not promote your app to new audiences; instead,
they provide value to your existing users. (If your app monetization model is to sell ad space
in your own app, you have to make sure your in-app messages look distinct from these ads
so users dont get confused about which is which.)
Second, mobile ads claim a portion of your precious app screen, while in-app messages
do not compromise the app experience.
Third, even smart, relevant, and targeted mobile ads interrupt what a user is doing inside
an app, whereas in-app messages are triggered based on a users current in-app behavior
making these messages feel a lot more natural and fluid. By the way, in-app messages
triggered from an in-app event are 4x more effective than those that simply appear
whenever a user opens an app.
And finally, in-app messages have a higher click-through rate on average (28%) versus
mobile ads (0.56%). Now, this is not to say that in-app messaging is better than mobile ads
rather, that they are different tactics, with different purposes, and different benefits and
results.
Here is an example of a mobile ad for Living Social (which appeared inside Words with Friends
and drove people to Living Socials app store listing) versus an in-app message sent by Living
Social (which helped active app users easily redeem an offer).
Myth: In-app messaging is the same as in-app chat.
Reality: In-app messaging is for nurturing app users toward meaningful action, not providing
one-to-one live service and support.
While some brands mistake mobile advertising for in-app messaging, others think of it as in-app
chat which is also incorrect because in-app chat and in-app messaging fit into different stages
of the user engagement lifecycle. Specifically, in-app chat is for retention whereas in-app
messaging is for engagement and growth.
In-app chat refers to a two-way, back-and-forth conversation that a user can have inside your app
with a customer representative. Usually, this conversation is initiated by the user because he or
she needs help, has a question, or wants to report an issue. In this way, in-app chat works to
retain users by providing efficient and accessible customer support.
On the other hand, an in-app message is a rich, visual notification that appears as a direct
response to what a user is doing (or, is not doing, but should be doing) in your app. Unlike in-app
chat, these messages are automated and set up by the app developer or marketer to appear at key
points of interactivity. The goal here is to nurture users and help guide them through the app
towards the penultimate in-app action.
Here is an example of what in-app chat looks like versus an in-app message. As you can see, the
in-app chat feature is there when you need it while an in-app message pops up to encourage
the user to remain active and do more within the app.
In-app messaging is completely different from mobile ads and in-app chat
A strong app strategy needs in-app messaging as part of the mix, but not all in-app messages are
created equal.
In this section, well walk you through the anatomy of a successful in-app messaging campaign,
including how to use analytics, what variables to test, and what kind of content works.
No two app users are the same, so an in-app messaging campaign that is sent to all active users
will fall short. You need to segment people by their interests, attributes, and in-app behavior.
For example, lets say you want to boost purchases in your mCommerce app by giving people a
free shipping promo code. As enticing as this offer sounds, it likely wont appear relevant to
people who have never browsed your in-app products (a better offer could be a message that
encourages these users to view the latest in-app sales). And it especially wont please people if
they receive this free shipping promo after theyve completed the in-app checkout process.
The best target audience for this free shipping in-app campaign is the group of users who were
on the cusp of making purchase, but never checked out. This user segment could look something
like this:
All users who have visited a product screen at least twice in the last 14 days, but have not added
an item to their cart.
You could further slice and dice this audience by session length, country, etc., but the point is: inapp messages need to be targeted to the right audience based on their actions and
characteristics.
Key Takeaways:
Identify important user attributes and behaviors, and then create relevant target audiences
In this moment, the user would be actively thinking about something they like and want to
purchase they would be mentally primed for conversion. In this moment, the user would also
be facing buyers dilemma they would be teeter tottering on what to do next. And your in-app
offer would be most welcome because it would sway them to buy.
Key Takeaways:
Think about what your target audiences will likely do next in your app
Set up in-app messaging to trigger in real-time off an event (i.e. an action taken inside the
app)
Do not simply trigger all your in-app messages as soon as users re-open your app (make
them contextual to specific scenarios)
Make your CTA highly visual and easily-identifiable for the user
Test out different verbs, phrases, colors, styles, etc. to see which CTA drives the highest
click-through rate
eye, reinforce brand identity, and compel them to convert. You do not want to make your inapp message look like an intrusive mobile ad that feels out of place.
In-app messages usually happen in webviews, which have access to HTML and Javascript. This
makes it possible for them to be interactive and engaging with videos, navigation, and other
well-designed tie-ins back to the app.
Remember, the accompanying visuals in an in-app message should complement the copy in a
way that reinforces the main point, increases brand credibility, and improves the click-through
rate.
Key Takeaways:
Do not make your in-app message look like a spammy ad that looks and feels unrelated to
your app
Pro Tip: Use different fonts and font sizes to make the main point big and bold
Were living in an attention-deficit era. Marketers have a few meager seconds to make a
statement before your customers mind wanders off. When it comes to mobile, its even harder to
make messages stick so you need to communicate quickly. Thats why you should use different
fonts and/or font sizes to make the most important part of your in-app message stand out.
When people look at your in-app message, what is the first thing you want them to notice? Make
this big. And if they only stared at your creative for three seconds before hitting the x to close,
what would they remember? Make these words different from the rest.
For example, Free People uses varying colors, typefaces, and font sizes to make their offer pop
right away.
Key Takeaways:
Do not make your in-app message look like a spammy ad that looks and feels unrelated to
your app
Pro Tip: Use different fonts and font sizes to make the main point big and bold
Were living in an attention-deficit era. Marketers have a few meager seconds to make a
statement before your customers mind wanders off. When it comes to mobile, its even harder to
make messages stick so you need to communicate quickly. Thats why you should use different
fonts and/or font sizes to make the most important part of your in-app message stand out.
When people look at your in-app message, what is the first thing you want them to notice? Make
this big. And if they only stared at your creative for three seconds before hitting the x to close,
what would they remember? Make these words different from the rest.
For example, Free People uses varying colors, typefaces, and font sizes and to make their offer
pop right away.
By using A/B testing with the addition of a control group (i.e. an unaffected, neutral segment
of your users), you can get bulletproof insight into how different versions of an in-app
message boosts engagement compared to a baseline measure. In essence, you can see the true
impact of your in-app messaging campaigns.
Here are some of the things you can test:
Headline copy
Phrase lengths
Adding time sensitivity (for example, does this week only resonate better than code
expires in two days?)
The timing or trigger event, and the frequency (when and how many in-app messages a
user receives)
Key Takeaways:
Use A/B or multivariate testing to gain additional insight dont be afraid to experiment!
Test different content, creatives, offers, timing, and frequency to uncover the most
effective combinations
Compare the results of each test against a control group to determine which in-app
messaging campaigns are worth running
benefit you to have your app analytics separate from your app marketing because youll loose the
power to act on your data with 100% confidence.
And whats the point of having data that you cant act on? Smart app marketing is based on
deep analytics that help you assess the health of your app based on initial campaign
performance metrics(like impressions, click-through rates, conversion rates, etc.) as well as
long-term metrics (like customer lifetime value).
Which in-app message earned the most clicks? Which creative resulted in the highest lift in
engagement? Which in-app campaign moved the needle on retention? These are the types of
things app marketers should measure, and then based on the answer, repeat, refine, and move
forward.
Key Takeaways:
Track important initial metrics, but also look at long-term effects of campaigns on user
behavior, engagement, and value
Use an integrated app analytics and marketing platform to measure app ROI over time
and improve your messages
10 Big-Win In-App
Messaging Campaigns
to Try Today
Sold on in-app messaging, but not sure where to start or which campaigns to run? Dont worry
now that weve brought you the race, well make sure you start off with a bang.
In this section, well review some awesome examples of the top 10 in-app marketing campaigns,
and show you how to set them up for strong results. Just as great leaders inspire greatness in
others, this showcase is designed to help you kick-start your own high-performing in-app
initiatives.
Summary: Use a custom in-app message to increase the number of people who opt into your
push notifications.
Be specific about what types of push notifications your app will send and how they will
benefit the user
Be transparent about how often your app will send push notifications
Tie the value of your push notifications to your app (i.e. explain how push notifications
will provide a superior app experience and critical, time-sensitive information)
When to Run This Campaign: If people already have a strong connection to your brand, then
trigger this in-app message during their first app launch. Otherwise, trigger it after a user
completes a key in-app action or has had a few sessions with your app.
In fact, our research has found that the average push opt-in rate skyrockets from 35% to
70% if apps make this request during a users 4th-6th session versus their 1st-3rd sessions!
message to highlight big changes and how to use these new features draws attention to your
hard development work and gives users a better sense of how to go about enabling these
new features.
While the content of this in-app message is simple, the magic here is in targeting. Users who
have not interacted with a feature can be shown a video or a tutorial with a deep link to that
feature.
This type of in-app message is an excellent way to increase session time and make hot new
features more discoverable. And if your new feature was highly requested by users, this in-app
message shows people that you listened and care about their feedback.
Summary: Use in-app messaging to highlight cool new app features and teach people how to
make the most of them.
Succinctly explain the purpose of the new feature and why users will love it
Show people where they can access it and how they can use it
Use rich multimedia content in your in-app message (like a gif, pictures, video, or an
interactive step-by-step tutorial)
Deep link to the new feature and use a CTA that encourages people to try it out
When to Run This Campaign: When you launch a major feature or app upgrade and notice a
segment of users who have not tried it out.
Social Media App All users who have had an app session in the last week, have sent at least
one message to a friend, but have not used an emoji in their messages. Trigger this in-app
message the next time these users start typing a message.
Sample In-App Message Cant find the right words? Use an emoji instead! Starting today,
you can add over 100 new emoticons to your conversations. Ready, set, emoji!
eCommerce App All users who have purchased an item in the last month, but have not clicked
the one-touch checkout button on the checkout screen. Trigger this in-app message when these
users add another item to their cart.
Sample In-App Message Buy the things you love at lightening speed. Use our new OneTouch Checkout button for an easier and smoother checkout experience.
Finance App All users who have more than 20 account transactions per week, have missed at
least one payment in the last 30 days, and have not used the new budget feature. Trigger this inapp message when these users open your app again and visit the Monthly Statement screen.
Sample In-App Message Looks like you havent created a budget yet. Lets make one
together using our new Budget Pro feature. Learn to save, spend, and stay on top of your
payment deadlines.
There are two big advantages of embedding social sharing functionality into an in-app
message:
1) Youll get to carefully control its timing and ensure this reminder to share only pops up
when the user has a positive experience with your app.
2) You do not compromise precious screen space to permanent social media buttons.
Summary: Use an in-app message embedded with social CTAs to encourage users to invite their
friends to your app, share your in-app content, or brag about how close they are to achieving a
goal. This will expose your app to new audiences, grow your social reach, and inspire others to
keep interacting with your app.
Place big social CTAs in an in-app message that deep link into the appropriate social
media app
Encourage your users to connect with you on social media via well-designed in-app
messages that showcase your social personality and style
Prompt people to share both your mobile content/products and their in-app achievements
Consider running contests to motivate people to share how theyre using your app on
social media (give them something worth talking about)
When to Run This Campaign: After users have spent some time in your app, or have
completed a significant in-app event, or have hit a new milestone.
Fitness App All users who have tracked a run with your app this week and have beaten their
previous best running time or distance.
Sample In-App Message Woohoo! You set a new run record! Brag about it to your friends
and challenge them to beat it. Share now and let the rivalry begin.
eCommerce App All users who have purchased more than three items in the last month.
Launch this in-app message the next time these users visit the Whats Hot Now screen.
Sample In-App Message Hey there trendsetter, share your shopping haul with friends and
show the world how effortlessly chic you can be. Share my style.
Media App All users who watch a full video in your app.
Sample In-App Message Did you enjoy the video? Now share it with friends and have
more to talk about!
Summary: Personalization is a great goal, but most people are not sure how to achieve it. Using
an in-app message to test recommendations on different customers is the right way to foray into
this space.
Consider adding some explanatory text in your in-app message (i.e. say Since you liked
X, we thought you might also like X)
Ask for feedback on whether or not the personalized recommendation resonated or could
be improved (you can do this via a CTA in the in-app message)
When to Run This Campaign: After you have collected data on users preferences, interests,
attributes, and in-app actions and want to increase engagement.
eCommerce App All users who have purchased an outerwear item in the last week, but have
not visited the Shoes app screen. Trigger this in-app message two weeks after the purchase (to
account for shipping time) and launch it when these users return to the app and visit any product
screen.
Sample In-App Message Loving your new jacket? Pair it with these cute boots and get the
full winter wonderland look. Browse boots.
Sports App All users who have selected the New England Patriots as their favorite team, but
have not read an article about football in the last 24 hours. Trigger this in-app message when
these users are on the Top Highlights screen.
Sample In-App Message The Patriots triumphed over the Seahawks in an epic game last
night. Read the highlights and see the top game-winning plays.
Music App All users who have listened to at least 10 songs from the pop genre and have
downloaded more than one Taylor Swift song. Trigger this in-app message the next time these
users play a Taylor Swift song in your app.
Sample In-App Message Look out music world! Taylor Swift is back with another jawdropping single. Listen now.
Even if your app included a mini-orientation or a series of onboarding screens, its possible that
some users skipped through these or simply forgot the details.
In-app messages are perfect for surfacing quick tips about how to better use your app and
get more out of their experience. In-app messages work particularly well at providing helpful
instruction becausethey dont disrupt the UX by taking the user to a different screen just to give
them a suggestion they are low-friction.
Summary: Use an in-app message to give users tidbits of how-tos or share hidden or unused
app tips and tricks.
Keep these tips bite size (a good rule of thumb is one tip per in-app message)
Surface these as needed, when they are relevant to a users current in-app actions
Include helpful visuals to explain the tip and keep the text short and sweet (after all, this
is a quick tip)
Include simple CTAs (like Ok, Got it)
When to Run This Campaign: Trigger these in-app messages after users visit an app screen and
fail to use a feature that could help them use your app more efficiently.
Finance App All users who start the tax filing process in-app and get to step four. You could
further refine this segment with profile attributes like job role, marital status, and employment
status.
Sample In-App Message Pro Tip: You can claim X as expenses and X as income to
maximize your refund. Learn more.
Health App All users who have previously documented their daily meals to estimate calorie
intake, but have not used the camera tool. Trigger this in-app message the next time these users
click on the Enter Meal Details button.
Sample In-App Message Snap a picture of your food and get all the nutrition information
you need in an instant. Try it now.
Show people what theyre missing out on by not visiting your website, following you on
social media, subscribing to your emails, etc.
Be specific about how users can find your brand in other places (for example, what is
your Twitter handle?)
When to Run This Campaign: When users have had a few sessions with your app indicating
they are well engaged on mobile and may be ready to connect with you elsewhere too.
Sports App All users who have at least one app session per week, have visited the Scores
app screen more than five times, and have read one article in-app. You could further refine this
segment by favorite team, favorite sport, gender, and country. Trigger this in-app message the
next time they visit the Scores screen.
Sample In-App Message The game may be over, but theres still some action happening
on social media. Fans are getting heated! Contribute your voice and tell us what YOU
thought using the X hashtag.
eCommerce App All users who have browsed more than 10 products in your app and favorited
at least three things. Trigger this in-app message after these users favorite another item.
Sample In-App Message Pin & win! Pin your favorite winter outfit from our 2015
collection and follow us on Pinterest to win a $500 shopping spree. Click here to enter.
Real-Estate App All users who have conducted a search for property listings in the last seven
days. You could further refine this segment by neighborhood, budget, location, etc. Trigger this
in-app message the next time these users visit the Search screen.
Sample In-App Message New Cambridge condos are popping up on the market every day.
Get all the property details (including exclusive open house information!) by joining our
email list. Sign up now and become a phenom of fresh listings.
Summary: Give your app users a sneak peak of big changes your brand is making with a flashy
in-app alert.
When to Run This Campaign: Let your users know as soon as your announcement is public or
about to be public.
Sample In-App Message for a Media App Were partnering with Disney! Now, all your
favorite childhood classics are available in the Fairytales section. Heres to your happily ever
after.
Sample In-App Message for a Finance App You asked. We listened. Introducing zero
transaction fees for all trades below $1000. Buy, sell, and grow your wealth worry-free.
Make sure your offer is actually enticing and targeted (i.e. a group of women will
probably not find a 30% off coupon code for briefcases particularly appealing)
Create urgency by adding a time-constraint on the offer (i.e. only if you checkout within
the next five minutes)
Tie your offer to the ultimate in-app action you want users to complete
Use a large font size to make the big deal the focal point of your message
When to Run This Campaign: When users are close to completing an in-app conversion, but
navigate away to a different screen before finishing the process. Or, trigger this in-app message
when users near content limits (i.e. as they get close to hitting a paywall).
News App All users who have at least one session with your app per week, have read more
than five in-app articles, and have selected topics of interest. Trigger this in-app message when
these users select another article to read.
Sample In-App Message Yikes! Your free trial is about to expire! Click here to subscribe
and keep access.
Music App All users who open your app more than three times during the last week, listen to
at least five songs, and visit the Playlists screen in your app.
Sample In-App Message Oops! Youre out of skips. Upgrade now and well give you 20%
off. Click here to keep control of the beats.
eCommerce App All users who added an item to their cart, but navigated away to a different
part of your app before checking out.
Sample In-App Message Still interested in X? Check out now and get 20% off with promo
code FLASHSALE. Come on, treat yourself!
On the flip side of promotional in-app messages, transactional in-app messages are all about
beingintrinsically valuable. That is, these in-app messages increase your apps efficiency and
improve your users lives by providing highly personalized and relevant information in real-time.
Two common use cases for this type of campaign include summarizing the details of a
transaction (Click to confirm), clarifying an error (X went wrong), or preemptively avoiding
a user mistake (Are you sure you want to do that?).
Transactional in-app messages are not designed to overtly market your app they are
designed to make things flow smoother, which in turn increases your apps reliability and
retention.
Summary: Instead of navigating people to a different screen, use an in-app message to give
people peace of mind that their transaction went through and shed light on any issues.
No need to use fancy language here clarity is key (keep it to the point)
Think about the big things users do in your app and ask yourself, Would users appreciate
a summary after completing this step and/or would they appreciate a warning?
Convey a sense of security that the transaction went through and if relevant, highlight
how the user can keep tabs on it
When to Run This Campaign: Before or after a user completes a major in-app action.
Finance App All users who have integrated their stock portfolio into the app, have selected a
few stocks to watch, and have made at least one trade in your app within the last seven days.
Trigger this anytime these users want to make another trade. You could further refine this
segment by adding a profile attribute, like portfolio value range, income bracket, and last trade
date.
Sample In-App Message Here are the details of your pending trade. Click to confirm.
eCommerce App All users who complete an in-app purchase. You could further slice and dice
this by gender, last item purchased, home address, etc.
Sample In-App Message X is on its way to you! ABCD123 is your order number and you
can track your shipment with code FASTSHIP456.
Fitness App All users who have previously tracked a run in-app, have completed a running
goal, and click the Fresh Start button.
Sample In-App Message This will erase your previous running times and distances. Are
you sure you want to start your marathon training all over again?
Summary: An in-app NPS empowers brands to identify happy users and learn from unhappy
ones. NPS surveys carried out via in-app messages can get you quick feedback and allow you to
react in real-time by providing users with an outlet for further expression based on their score.
Format your NPS questions so they are super easy and quick to answer (for example, you
can include a rating slider, a thumbs up or thumbs down, etc.)
If users rate your app favorably, thank them and graciously request an app store review
and deep link to it
If users rate your app unfavorably, let them how that their feedback is immensely
important in refining your app and direct them to a comments form/section
When to Run This Campaign: Do not launch this campaign during a users first session with
your app! Instead, wait until they have a positive experience with your app (like successfully
completing a purchase or reading a full article).
Music App All users who listen to at least six songs in a row.
Sample In-App Message How do you like our tunes? Hit the yay or nay button and help
us improve our selection of hits.
Travel App All users who book new flights or a hotel in-app and have previously booked
flights or a hotel in the last six months.
Sample In-App Message How was your travel planning experience? Give us a smile and
tell us youre excited for your trip! Or, choose the grumpy face and well do our best to make
it right.
Finance App All users who complete at least 20 in-app transactions per week and have more
than three app sessions per month. Trigger this in-app message after these users complete their
25th in-app transaction in a week.
Sample In-App Message On a scale of 1-10, how do you like our app for money
management?
In-App Messaging is an
Irreplaceable Part of
Your Mobile Strategy
As apps become more robust and complicated, in-app messages will play an even larger role in
guiding users toward meaningful interactions. Without in-app messaging, you have no way to
communicate or engage with active app users and in turn, no way to influence your apps ROI.
Dont forgo your chance to drive 2-3.5x higher user retention and 27% more app launches. Dont
underutilize or underestimate the power of in-app messaging.
Be part of the forward-thinking band of apps that are creating real value by employing in-app
messages to make their users more successful.
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