How to Balance Broad and Targeted In-App Messages - Whiteboard Wednesdays

Localytics Director of Online Marketing, Daniel Ruby discusses the differences between broad and targeted in-app messages. Broad messaging means all your users receive the same message at the same time. Targeted means segments of users will receive messages specifically crafted for their interests.



Hi, my name is Dan Ruby. Welcome to another Localytics Whiteboard Wedneday. Today, we’re going to be talking about the difference between broad and targeted in-app messages.


Defining Broad vs. Targeted Messages

Services like Localytics offer two different ways of sending your users in-app messages. One way is broad, and what that means is: everybody receives the same message. No matter who the user is, they're going to get a fairly generic message.The other way is targeted. The way you setup a targeted message is to segment your users based on their app usage history; maybe by what section of the app they use the most; maybe they're a subscriber or not. Based on those user segments, a user will get a much more specific in-app message tailored to them.


Messaging Strategies Put Into Practice

Let's look at the example of a mobile commerce app. Let's say this mcommerce app wants to run a big sale, and they want to generate a lot of sales, they want to let all their app users know that they're having a sale. With broad in app messaging, you can send everyone in your app the same message: 'Hey, we're having a big sale, you should buy something'.This is a very effective way of getting the word out about your sale to your user-base.They are all receiving it and this can be a really great way to generate sales and engagement.

What's more interesting, though, is, if you've got the data; if you know, for example what sections of your mcommerce app a particular user is viewing the most or purchasing in the most, you can slot them into a user segment. This is, for example, somebody who really likes big and tall products. They've spent a lot of time in the past month in our big and tall section and they've made 3 purchases there. That's users one, two, and three; these are our big and tall fans. We'll send them a 'big and tall sale', specifically tailored to them, to their particular preferences.

Another example is if somebody is using the jewelry section of your site; they've made a lot of jewelry purchases.So this person, this person, and this person are most active in the jewelry section of our mcommerce site, so we send them a message saying 'we're having a jewelry sale, you should buy a new diamond necklace. So these messages are very tailored to the particular interests and desires of the individual users.


Combining Broad & Targeted Strategies

What's really cool, though, is that you can use these two strategies in conjunction with each other. Sending a specific targeted message is dependent on you having a certain level of data insight into your users and sometimes you just don't have this type of information. Maybe they're a brand new user, maybe they haven't used your app enough times to really have generated a history. In those cases, you can send your targeted messages to people you have enough data on, and still send a generic message to everybody else, to your new users or to your user who legitimately like every section of your mcommerce app.

Again, my name is Dan Ruby and I hope you've enjoyed this Whiteboard Wednesday about different strategies of broad versus targeted in-app messages. We hope to see you again next week and thank you very much for joining us today.


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