In-app messaging: A great strategy to boost business during the age of COVID-19
Wednesday, July 01, 2020
As a marketer, you want to provide your customers and clients ease and agility when it comes to purchasing products and services from your brand during the COVID-19 crisis. In-app messaging is an ideal tool to help you achieve this. According to Airship, in-app messaging is most clearly defined as ad content you deliver to your demographic as they are directly engaged with your mobile app.
Also called in-app notifications or message center messages, in-app outreach can be easily integrated with push notifications. When you incorporate in-app messages this way, you can receive an average engagement rate of 26% for medium-performing apps, and a 44% read rate for high-performing apps, according to Airship data.
Another key benefit: not only is in-app messaging easy for your customer base to access, it's also very skimmable, according to LeanPlum. This means that your audience will get the information you want them to have immediately — and that leads to real-time purchasing.
Depending on your current products and services, you can use in-app messaging to pull new customers into your base, answer customer service questions, launch products, or make easier use of your products and services — the sky is truly the limit. Here are some key areas you can start with:
In-app messaging can easily ID a fresh demographic of folks who are surfing various platforms and are checking out your products or services. Once they make that initial purchase, you can "welcome" them with a personalized greeting, then come back to check in with frequent follow-ups as they try out what you're selling and determine if they will become steady purchasers.
Touching base daily with new clientele has never been more convenient for you, and you can extend this to your core customer base as well.
Easy content production.
Banner notifications are the bread-and-butter staple of in-app messaging. You don't need to go content-heavy; instead, the simpler your text, the better. A big, beautiful header that really grabs attention, followed by a vivid central product image and a few sentences of copy describing the product's key attributes make the ideal will maximum impact.
The best promotional marketing strategy for an in-app message is to be super-engaging from the start, to say and display fast, and then be on your way quickly.
Clear feature introductions for product launches.
Since in-app messaging doesn't require an opt-in, you can reach your entire customer base instantly when you want them to know about all new brand offerings.
Brand updates can be more frequent, too, which is especially important if you need to get out the word about COVID-19-related matters. From product restocking to customer care improvements, anything new you are implementing can be imparted to your audience fast and with simple and memorable wording.
Enhanced tech support.
In-app messaging is the perfect delivery system when you want to send out streamlined user tutorials or explain improvements you've made to how your customers' favorite products work. Again, it's all about simplifying your language and going heavy on clear, bold imagery when laying out instructions or technical info.
Better integration of customer service into your messaging.
In-app messaging can be highly personalized to answer individual customers' concerns in real time. You can also update company help policies and update contact information for your brand faster than ever.
The bottom line: in-app messaging is simple, highly versatile, and a fantastic way to show your audience you respect their time and need for convenience during this unprecedented time.
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