March 11, 2021
Effective Customer Engagement Channels
Based on an analysis of 29 billion messages sent in 2019 by Braze, in-app messages were the most effective means of customer engagement.
The software firm said that users who received in-app messages had engagement rates 131% higher than people who received none. Nearly 40% of people receiving in-app messages (39.88%) responded compared to email (13.58%) and push notifications (4.49%).
Braze and app analytics firm Apptopia then teamed up in 2020 and conducted a study of KPIs of 35 streaming services and discovered that those who achieved the greatest success in terms of monthly active users (MAU), daily active users (DAU), and time spent in app all concentrated in creating personalized and relevant communication.
Their conclusion? Not only are in-app messages an integral part of today’s marketing but expect to see it integrated into even larger platforms like Apple TV, Roku, and others and trending toward multi-screen experiences in the near future. If this occurs, it will mean another opportunity for marketers as well as a challenge in adding yet another channel to the mix.
Irrespective of how, and how quickly in-app evolves in the future, here are some ways to leverage it today. Tailor in-app messages to match the brand’s app. Then customize the app’s onboarding experience to individual users to help deliver success in sign-up completion rates, return visits and long-term retention.
Use real-time action-based and API-triggered messages that acknowledge customer activity, whether it’s to confirm an appointment, rate a product or movie, complete a purchase, etc. immediately after the customer action. These are highly effective and memorable. Braze’s analysis of 534 billion messages sent between 2017 and 2019 discovered action-based and API generated conversion rates as much as five times higher than normal campaigns.
Leverage in-app messages to retarget email and/or push campaigns that gathered no previous responses. It’s possible that these consumers remained loyal app users because they rely on it rather than open emails or push notifications.
One of the greatest strengths and values of in-app messages is in delivering important information about sales, promotions and discounts in a manner that’s well-received and acceptable to customers. It’s a way of moving some customers from passive curiosity to more engaged ones motivated to making a purchase.
The value of in-app messages is that they have an air of immediacy and urgency. Whether they’re used to deliver information about a brand update or fraudulent online activity in a bank account, the data shows that in-app messages deliver information quickly and are opened more frequently than other forms of communication.
While sending out in-app messages, brands also need to track and collect customer preferences. This allows brands to tailor messages even more successfully in the future. If in doubt or to speed things up, include a short survey in a message with an explanation that completing it will help the brand refine what it sends out. Customers will appreciate being asked. Similarly, adding an option for customers to temporarily snooze the brand is better than having them leave permanently.
As impressive as Braze’s 2019 study results were, even more convincing is its concluding data from the same survey which showed a 315% jump in activity by combining in-app messaging with email, and a whopping 844% rise in engagement when both as well as push notifications are used.