Apps have certainly evolved as a great ecosystem in the mobile market that comes with the utmost goal of attracting and engaging the mass with novel and problem solving functionalities. And to no surprise more and more companies are giving their best shot in producing such ingenious apps that the users would love coming back to.
However, in order to sustain in the market, there is an indispensable requirement to constantly keep these users engrossed in the app by offering them something new and different than usual at regular intervals. Over and above that, it is impossible to come up with extremely resourceful features and functionalities every time unless you are not aware of what the users have to think about your existing offerings and what are they simply expecting out of your app!
Indeed, few of the developers or the firm owners who have developed efficient apps have been lately acquiring In app messaging; an effective app marketing technique that more or less serves a fantastic platform to absorb right information from the users at the right time and also to implement personalized targeted marketing campaigns just when the users are willing to engage with the app. It features attractive content like images, links and longer copies that is suppose to flow with the in app features. By attaining this tool, the marketers are able to easily instigate deliberate communication with their users in order to get a better grip over a number of elements that are critically responsible in leveraging the success of the app.
While, majority of the businesses are yet to come to terms with the efficiency of in app messaging, there are a number of well-known enterprises who have developed their apps and have also considered deploying in app messaging to witness great end results.
One of the big enterprises is Starbucks. Starbucks with its app has very interestingly mastered in app messaging by developing a message center in its app which allows the developers to enable coupons and deals which all together helps the company to drive better business. This has turned out to be an innovative idea to reward and engage users once they have installed the app. Have a look at the screenshots of the starbucks’ in app messaging feature below.
So what are those critical elements on which the marketers or the developers can have a better grip by attaining in app messaging?
Get accurate ratings/ feedbacks: You definitely won’t require to depend on the app store ratings. By integrating in app messaging you can simply ask your customers to rate your app or a particular feature. You can even opt to give a polished touch to this idea by availing NPS (Net Promoter Score) survey who can conduct single question survey asking the users to rate the app through the in app message.
Get genuine recommendations from users: While the ratings are a close ended feedback, with in app messaging you can also ask your customers to write in a brief response on what is their take on a particular feature of the app or what kind of changes are they looking forward to. Consequently, you will have a better reach to their expectations and will be able to serve even more engaging content by optimizing the same. Have a look at some of the in app outlays below.
Drive higher engagement rate: It also makes an effective way to send across messages or alerts just while the users have contemplated to engage with the app. However, it comes with a word of caution. Your in app messaging tactics should be put across in an extremely subtle way so that they do not hinder the user experience at any cost. It should be placed at the most accurate interstitials that goes well with the flow and in order to let the users accept it as a part of the app. Then and only then the users will find these messages important enough to even look into it and spare more time engaging with the app. One critical benefit that comes with real time messaging is that you are approaching users just when they have contemplated to hover over the app unlike push messages that are not time sensitive and are prone to be ineffective.
Increase user retention: User retention is not just about attracting more potential LTV users but it also means providing the best services to the existing loyal customers of your app. You are well aware of a certain group of customers who are genuinely using your app and they can definitely become brand ambassadors of the app in the marketplace. You should keep them in mind and target them with interesting deals and coupons that they would love to avail by letting them know that you value their presence and hence you are rewarding them. An in app message again proves to be a great source to offer best coupons and drive in-app purchases that will again help to increase customer retention that will directly affect profitability.
Witness more downloads followed by increase in revenues: Cross-promotion and launch promotions are other factors that can be effectively levied via in app messaging to direct the customer to another app in the app store that could be yours or someone else’s. These promotions can be specifically targeted on a segment of users or every user of the app. It will simply drive higher revenue earnings as these cross promotions will lead to increase in the number of downloads. It suggests that by deploying real time messaging you can formulate a stronger monetization model for the app.
Now, the good news is, there are well established agencies that provide you ready to integrate in app messaging SDK in the backend of your app which would then let you send effective messages through powerful modules. However, it would only prove its worth if you have a well formulated app at your side backed with a well strategized app marketing plan that only a prominent app marketing company can provide.
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