Boost Retention Through Purposeful In-App Messaging
In the age of the empowered consumer, attracting and retaining customers to achieve brand loyalty and delight are cornerstones of success. Marketers can no longer implement general marketing campaigns to an audience that spans regions and cultures. Now more than ever, brands need to pay close attention to the specific needs and goals of customers and implement campaigns that cater to their distinct requirements.
Organizations invest sufficient capital into personalized marketing activities, and for those activities to experience success, it is fundamental that the marketing efforts are directed to the right audience in the right manner. But where to start?
First, stop spamming your customers…
There is a very thin line between useful, fruitful customer engagement and spam. Profuse and non-personalized marketing is often considered as intrusive, and a customer who is part of a generic marketing campaign is often at the receiving end of intermittent emails and pop-ups that are of no interest to them.
Not only does this type of marketing disappoint the customer, but it also leads to frustration. It is likely that brands will lose customers included in generic, spammy marketing campaigns over personalized, thoughtful campaigns, resulting in a bad experience for customers and lost revenue for the brand.
…Rather, embrace the world of thoughtful in-app messaging
With technological advances moving at lightening speed across all verticals, it is crucial for marketers to take advantage of insights from app analytics to target the right audience for the right product or marketing campaign. Marketers can create thoughtful in-app messaging campaigns that are sophisticated and targeted in order to drive engagement and promote a positive customer experience.
When targeted in-app messaging incorporates learnings from app analytics to engage customers in an appropriate, timely manner, marketers will see success in:
- Gathering customer feedback
- Listening and fixing problems affecting customer experience
- Prioritizing product updates based on real data
- Boosting retention and building loyal customers
Too many apps, not enough time
Today’s customer spends a huge amount of time engaging with brands through mobile apps: checking email, connecting on social media, reading news sites, playing games, etc. According to Nielsen, the average person spends 37 hours and 28 minutes a month in mobile apps.
However, there is a limit to the number of apps a person will use in a day, along with the amount of information they can absorb within a particular time period. Marketers should not wait for the customer to search for information; instead, they should place it in front of them by means of an attractive call-to-action that generates sufficient interest in their mind.
Through app analytics, in-app messages can gauge the needs of customers and trigger events that best fit their needs. App marketers can gain insight into the types of in-app messages the customer opens and responds to, and can build campaigns around those learnings to serve the right message to the right customer at the right time. Such insights can thus help marketers develop personalized and relevant messages, and as a result, app marketers can achieve higher conversion rates and learn more about their product pain points and ease of use through their number one feedback channel: their customers.
Making the most of in-app messaging
In-app messaging isn’t a new concept, but many brands approach it in an ineffective way. Brands can benefit from in-app messaging only if they start by understanding their customers, and in turn give them what they need to provide the best possible in-app experience.
Here are a few tips to make the most of your in-app messaging strategy:
- Plan messaging goals ahead of time in order to ensure the customer is engaged in the right way, at the right time.
- Spend time understanding the best time to message your customers, especially after they complete a positive action or are experiencing an error.
- Best practice shows that the best time to send an in-app message is after an event is triggered, rather than when the app is launched.
- In-app messaging can provide customers with a particular direction rather to leave them wandering. Think through the predictive actions you’d like customers to complete before sending an in-app message.
Let’s Wrap Up
Marketers who incorporate in-app messaging as part of their mobile engagement strategy enjoy higher retention, new ways to collect feedback, boosted loyalty, and generally happier customers. In-app messaging is the perfect way to guide customers through or toward the most valuable parts of an app.
Have you had positive experiences with in-app messaging? What have you learned? Leave your thoughts in the comments below.
Keval Padia is a Founder & CEO of Nimblechapps, a fast-growing mobile app development firm.