An average Australian mobile consumer spends more than 80% of their time on their smartphone apps! This is not a bewildering fact in a scenario where there’s almost always an app for ‘that’. But the surprising fact is that more than 20% of apps are used only once, and abandoned thereafter.
In a world where boundless choices and limited (or zero) loyalty rule, crafting a lasting customer relationship is a herculean task. With more than 50 apps on an average smart phone users’ device, keeping users engaged with your app is a real challenge.
Push and In-app messages as complementary channels
Employing strong mobile marketing strategy in the form of lively communication is essential to attract and retain users to your wonderful app. Push notifications and in-app messaging are two such strategies worth employing. They help you to save your app from getting vanished in the already saturated screen real-estate of smart devices.
Push notifications reach app users when they are outside the app, whereas, in-app notifications reach them while they are still active within the app. Both these dynamic mobile communication strategies effectively communicate important information to app users. Both of them aid in enhancing loyalty, sales and overall customer experience in their own unique ways. Each of them is endowed with certain advantages and disadvantages. Therefore, a combination of push notifications and in-app messaging is the best way to engage app users. Anyhow, it is essential to look individually at these schemes and derive conclusions on their effectiveness.
Push Notifications to Engage Users Outside the App
Push notifications are effective tools to bring your users back to your app. These notifications are sent to the user’s home screen, when they are not using the app at that moment. These are like alerts that appear either on the top or bottom part of the screen. These are sent to remind users to use the app and perform a desired action. Users need to accept this option in order to receive push messages.
The number of notifications should not exceed the optimum number limit. If users feel these notifications as interruptive and annoying, they may choose to opt-out, leading to poor user retention. The rule of thumb here is sending messages at the right time with right frequency. Personalised push notifications are more effective.
- Push notifications bring users back to the app
- It engages users even when they are outside of the app
- The number of push messages should not be ‘too many’
In-App Messaging to Engage Users Inside the App
In app messaging is effective in inducing a user to perform a specific task in the app at a time when they are actively engaged in the app. As it transmits important messages to your customers when they are in the app, it increases user engagement. It creates more targeted and focussed user sessions. You can use in-app messages to notify users about interesting and unexplored features, sales, in-app purchases, etc. Through in-app messages, you can ask users to opt-in to receive push notifications. You can even prompt them to give positive feedback and rating for your app.
- Users must be active within the app to receive in-app messages
- It ensures targeted engagement
- It enhances interaction with the app
Both techniques are inevitable in meeting diverse needs of app users in unique ways. Your in-app messages are viewed only when the user opens the app. You can make them open the app through push messages and induce them to reuse the app more vigorously. By means of attractive in-app messages, you can increase the lifetime value (LTV) of the app user significantly. The core point here is both the messages need to be personalised and non-intrusive to gain maximum user retention and engagement.
Concurrent use of both push notifications and in-app messages is a worthwhile strategy to engage app users in a vibrant and advantageous manner.
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