A couple of practical examples to improve engagement
Generic messages can only get you so far, but when combining the data you already have and use it to enrich in-app messages, the impact is multiplied.
Below are two examples, one showing a generic message promoting a sale and another example showing a personalized message informing the user about wishlist items on sale.
Although the prospect of hundreds of products at 50% off sounds very compelling, it doesn’t compare with promoting items your user already has in their wishlist.
Equally important is the inclusion of relevant key metrics like trips completed, distance traveled, minutes played, levels completed, and small things like the user’s first name to help make messages feel more personal.
Don’t limit yourself to promoting only products, sales, or features within your app. In-app messages should also educate, inform and reduce friction.
One common pain point is credit card expiry. For example, you could use the next time your customer fires up your product, as an opportunity to remind them to update their card details before expiration, making sure payment is as seamless as they’ve come to expect.
Inform users in real-time when
- Journey related milestones are reached
- New coupons/bonuses are available
- Running low on funds
Impactful messages blend in with the rest of the app. With the level of noise users are accustomed to, anything foreign gets immediately dismissed.
The above two examples communicate the same message, one is using a generic template with some color customizations and the other is using the app’s branding guidelines.
In short, you want your messages to feel as if they are a part of the app, not an ad overlay.