Getting Started with In-App Messaging - 3 Use Cases

Recently we launched our in-app messaging and marketing platform, and we want to share some common use cases to help you get started. Based on your Localytics analytics data, our in-app messaging platform allows you to send rich, customized messages, specifically crafted for individual audience segments, automatically.

Because it is based on user segments and in-app triggers, we like to say that if you can analyze something, you can message to it. Whatever you’ve set up as custom dimensions, however you segment your app users, and whatever data are important to you is at your disposal when crafting an automated in-app marketing campaign.

News and Media

The goal

Offer readers of your national or international news app local content, either with breaking local news inside the parent app or by prompting them to download their local version.

The recipients

Create user segments based on state or region. You can use WiFi location or GPS data, depending on your app’s permissions. Create as many regional buckets as you want, or if your news app is international as many country-level buckets as you wish to offer.

The triggers

There are multiple options, including triggering off of a user launching your parent app ten times, or accessing his or her region’s section of the parent app the first time.

Shopping

The goal

Win back users who have abandoned carts with products in them. Provide them the final incentivized push - free shipping or a 10% off coupon - to complete their order.

The recipients

Create a bucket of users who have added products to your cart. Then create a second bucket of users who have not checked out. This will be your recipient base of users who have abandoned their carts.

The triggers

Once they pass the threshold you’ve set up for items added to the cart, you can trigger on the next time they launch your app. This serves multiple purposes - it avoids false positives of users shopping heavily and adding multiple items to your cart before checking out and quickly establishes the mindset that they should complete their purchase and take advantage of what is likely to be a time-sensitive incentive.

A/B Tests

The goal

Test your in-app call-to-action options by serving different offers, different creatives or differently-timed messages to random users. Make sure you’re maximizing ROI with in-app offers.

The recipients

Create equal-sized random buckets of users, each of which will receive one unique message.

The triggers

There are two options here: if you are testing different content or offers side-by-side, make sure that the triggers are the same for both groups - the next time they launch the app, for example, or on a “read article” event. If you’re testing message timing, then the triggers are the test - set one for app launch and one to go after five events to see what the best in-app messaging timing is.

Get more information about Localytics app marketing or request a demo to see how Localytics in-app messaging and app marketing can benefit your app.

Author

Bernd Leger is VP of Marketing at Localytics with 20 years of experience. He's an expert in inbound marketing, marketing automation, freemium business models and sales enablement.

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