In-depth research on mobile marketing: using in-app messaging to improve retention
The mobile experience is no longer a new thing. This is a deep part of everyday life. And since the app store came out, most of our daily lives have been spent in the app. Many hours are spent on mobile devices every day, and almost 90% of them interact with the app.
All this time is spent on mobile marketers reaching out to their audience members providing ongoing opportunities. Therefore, when considering how to market to users via in-app messaging, you should first consider retention.
In other words, users have found enough value in your brand product to the app and interact with it. Now, the task of mobile marketers is to expand these interactions, maintain them, and hope to turn these interactions into transactions.
In our recent cross-channel engagement report, “The Inside Story of Mobile Marketing”, we analyzed the strategies that modern marketers use to interact with customers. As the first mobile user, we completed a variety of activities within three weeks to mimic the behaviors of highly engaged users.
The results show how 30 brands in six industries incorporate mobile behavior into their marketing activities. With the help of Yodel Mobile, we determine how companies like Food & Wine and Nike Run Club use in-app orders. Below we will discuss effective case studies and what they should consider if marketers want to improve in-app marketing to the next level.
In-app message status
What are in-app orders?
Before we go any further, it may be helpful to give some tips. In this case, we use the term “in-app messaging” to refer to notifications that appear in mobile applications. Sometimes companies also use the “in-app” feature to receive notifications from the browser on the desktop, but we focus on mobile devices here.
Messages in mobile applications are information about customer engagement and retention in the app. Users have found a way to enter your application, giving you the opportunity to interact. Whether you advertise the benefits of increasing subscriptions or introducing users to new features, in-app messaging is crucial to driving ongoing application interaction.
What is in-app messaging like
From a design perspective, our research shows two common patterns of in-app messaging. The first contains the full screen of the application and requires user interaction to continue accessing the remaining application functions. Either by clicking the “X” or selecting an in-app option, the user must participate.
The second style is quite subtle in execution. This style integrates in-app messages into the app’s natural environment. Users will naturally receive this notification when viewing the functionality of the application, and often do not realize that it is a specifically targeted marketing order. This message does not require interaction to continue using the application.
Both styles have their advantages and disadvantages. Full-screen messages ensure that your intentions are observed and clear, but if you use them too often, that can be offensive, as users may just want to get the app. Integration messages can be ignored as a normal part of the application, causing your message to disappear, but this type of message allows users to collect values from the application before re-interacting with the in-app message. In this case, the app will sell itself, and the message in your app will provide a direct link to new things they may need.
For what in-app messaging is used
Our research shows that there is an unusual use case for in-app messaging: improvement. From premium subscriptions to VIP membership and beyond, a large number of brands use in-app messaging with 33% using it to promote increased benefits.
As shown in the AllTrails example above, these messages often ruin the value of enhancement by taking full advantage of the space on the app screen. Other companies like Food & Wine are still promoting subscriptions, but making brand awareness and app features better than in-app orders.
In other words, we see some cases of alternative use that are more focused on building relationships with consumers. For example, the Coffee Meets Bagel dating app uses messages in its app to promote content that may be useful for users to forge their own lasting relationships.
As Yodel Mobile points out in the report, you must also test its use case. Application review value should not be exaggerated. Try asking users to view your application. In addition, by setting up specific reminders, using in-app applications to provide a cross-channel experience to key users, those reminders clearly illustrate the benefits of opting for other channels such as push or SMS.
If users are interested in your app, you may have done something right. However, this application opens up unlimited opportunities for you and your users to take full advantage of the features you provide. In-app notifications are the best opportunity to push users in the right direction for the common good. Create a friendly, useful, and valuable application environment, and you’ll see how many users can integrate your app into their mobile routine.