Product marketing is a game on emotions. You play on the little triggers that make your users happy and then you charge them money for that. Sounds gross? Sorry, you need to deal with it cause that’s the reality. But don’t you think that product marketing is not only about the hundreds of emails with discount codes that you send them monthly but also something that would cheer up your users right within the app? You are thinking about what it could be. Don’t go too far. In-app messages are the thing!
So, why in-app messages?
These messages are exactly as they sound: messages delivered to the users while they are active in the mobile app. In-app messages are an important part of an overall mobile messaging strategy, which includes emails, SMS, pushes and other types of messaging.
A few smart guys who have conducted surveys have found out that in-app messaging typically receives 8 times the direct response rates of push notifications. Does this mean that in-app messages are more engaging than pushes? The answer is Yes!
Accordingly, using in-app messages the right way can help boost your product engagement and increase revenue.
So, here are a few reasons why in-app messages can make your product more engaging.
In-app messages reduce on-screen text
Agree or not, you cannot always describe functionality with just icons or symbols, you might need words to describe it, too. And you will also have to make those words fit on a little screen.
If an app feature needs further clarification or explanation, then better use an in-app message. Unlike other screen elements, these messages are temporary; they appear whenever needed and disappear quickly. And if the user wants to read it again, they can do so by tapping on the help menu.
In other words, if you have instructions for the app user, no worries, you don’t have to fit the text in the app interface. Simply use in-app messages.
In-app messages make navigation way more intuitive
We are all humans, we are not supposed to understand all app elements and the newest features. And when the screen goes a bit darker and a brief explanatory sentence appears at the bottom, we feel relieved.
In the below Amazon app example, the designers did not create a separate pop-up modal or anything. The hint in this in-app message feels easy and understandable and it does not interfere much with the rest of the in-app experience.
In-app messages can serve as call-to-actions
This one works especially with gym and workout apps. In the below example, the user sees the following message “Sweat dripping is fat dropping.” And they have two options either Quit or Snooze. And the most genius part here is that a little line at the bottom says “Come back in 30 minutes.” This whole in-app message is a kind of motivation booster in itself! Would you give up or continue anyway?
These in-app messages simplify the decision-making process. So, if there is a situation where you should prompt users to answer “yes” or “no” then consider using in-app messages. And don’t forget to spice up the message with something unexpected and witty. We all love intelligent humor.
In-app messages can reward users for small wins
That’s right, you can rewards users for good behavior while steering them away from bad behavior. For example, in situations like in-game achievements or reaching a new level, in-app messages can be that tap on the shoulder, that encouraging word, that friendly appreciation.
It’s so cute when an in-app message congratulates you on every purchase or for leveling up or when it reminds you that you have achieved a discount or successfully completed your daily workout plan.
Give your users that awesome feeling of achievement, tie them to your product on an emotional level. Remember? Marketing is a game on emotions!
Please don’t be that technical product guy that does not understand a thing about user’s emotions. You are awesome, you have created a useful product, so make sure to add a few cute messages here and there. The packaging of your product is no less important than its functionality. Good luck with your in-app messages!