3 Key Goals Mobile Marketers can Tackle with In-App Messaging

Building a social media presence, improving app store ratings, and increasing user engagement across app features are important and interlinked goals for mobile marketers. A strong social presence attracts new users to your app, who in turn engage with new app features and provide the ratings and feedback that continue to grow your social presence.

In app messaging flow chart

One powerful tool can help you make the most of your social, ratings, and features marketing strategy: in-app messaging. In this post, we’ll discuss the specific in-app messaging strategies smart marketers are using to reach these goals.

 

Build Your Social Presence

Your app users have demonstrated a strong interest in your brand or product by downloading and using your app. You can and should leverage this interest to grow your presence on social media platforms including Facebook and Twitter. Using in-app messaging to encourage users to “Like,” “Follow” or share the app while you already have their attention makes it easy for users to engage with you on these platforms. A robust social media presence can attract more users to your app, creating a self-reinforcing cycle of social and mobile growth.

In-App messaging example

ProximiT, a Boston-based public transportation tracking app, used Localytics to target their most engaged users with this Twitter prompt. By triggering the message for users who had performed a specific event within the app, rather than at the start of each session, they saw a 3% increase in CTR.

 

Improve App Store Ratings

Whether you’re having trouble shaking negative app store ratings from a bug your team fixed months ago or simply looking to add some star power to your app store rating, in-app messaging is a powerful ally. Not only can you send messages prompting users to rate your app, but you can specifically target those users who are likely to give your app a favorable rating. By sending Net Promoter Score (NPS) surveys to your users, you can determine how likely users are to recommend an app to a friend.

In app messaging example of survey

Example NPS survey

Users with a high NPS are your best “promoters” while those users with a low score are your “detractors.” Your follow-up strategy should be two-pronged:

1) Leverage Your Promoters: The more likely a user is to recommend your app to a friend, the more likely they are to give your app a stellar rating. Target them with an in-app message prompting them to rate and review your app.

  • One Localytics client, a major U.S. media network, used this strategy to increase its app store rating by 1.5 stars in just one week.

2) Engage Your Detractors: Less satisfied users can offer important insights for the future improvement of your app. Capture these insights by targeting these users with a brief survey. If you can identify the source of their dissatisfaction, you can fix it, creating happier customers who you can target for ratings in the future.

In-app messaging example feedback

Example feedback message

 

Drive Engagement Across App Features

You can use in-app messaging to improve user engagement across features in your app and turn good users into great users. In-app messages can be used to send users to different features in your app, cross-promote products, and nudge users towards desired actions.

1.) New features: In-app messages can increase and deepen engagement with your app by introducing users to new or underutilized features in your app that they may not have tried before. Deepening engagement can improve user experience with your brand

2.) Cross-promotions: Using in-app messages to cross-promote products is an intuitive choice for m-commerce apps, but can be equally important across verticals. Marketers can cross-promote other products, content, subscription plans, or apps to qualified users.

  • A popular gift card app used Localytics in-app messaging to recommend certain types of gift cards to targeted users.

3.) Improved outcomes: In-app messages can be triggered by specific user actions, such as adding an item to a shopping cart, or pausing a game or video. Prompting users to revisit their abandoned shopping carts can increase conversion rates, while prompting users to resume paused games or videos can drive engagement and time spent with your app.

  • A women’s fashion retailer used Localytics to launch an in-app messaging campaign offering free 2-day shipping on first in-app purchases The campaign achieved an 11% sales conversion rate.

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