A guide to help you work on your In App Messaging

A guide to help you work on your In App Messaging

The marketing and sales team have realized the potential of lifecycle messaging to get customers through the sales funnel. Crisp and personalized pages/ messages have now become the new standard. These messages have now been increasingly established into the product or services for a better experience. As the top-quality app experience becomes more and more common, customers have a minimum tolerance level for unclear messages or clunky interfaces. With the help of In App Messaging you can fix this. 

When incorporated in the right context and at the right time, in-app messages can be a potential choice to suppress customer frustrations and harness the potential of personalized and contextual messaging whenever it requires the most.

in app messaging

A Brief On In App Messaging

In-app messages are also termed as In-app notifications. These are the “pop-up” messages that customers see in the app while they are actively using it. With appropriate usage, they can be a contextual journey for the customers that can boost upconversion, engagement, and loyalty. The highly versatile and focused characteristics of in-app messages make it beneficial both independently and as part of multi-channel communication.

Aim for a simple and intentional marketing campaign to target the users with key steps that users should go through when they interact with the product/ services. For a standard new SaaS user, in-app messaging helps in onboarding, long-term engagement, customer retention, and growth.

Top Benefits of In App Messaging

Similar to other services, In-app messages come with its own set of benefits over traditional communication. These are as mentioned below:

Easy Implementation

For marketing teams, in-app messages are very simple to implement. Messages can be image-focused or text-focused, or a blend of both or highly customized with HTML/JS. These messages offer complete freedom to the marketers to create as simple or as complex messages as per the requirements. However, it  acts as a highly simple method to engage with users without making any significant update to their app

Highly Engaged Audience

As the name implies, these messages appear in front of the users who are already using the app. For this reason, experts suggest that in-app messages are one of the efficient ways to engage users, because most app users notice the message. With in-app messages, the users who opted-out of email subscriptions and push notifications can also be reached.

Context-based Messages

Well-drafted in-app messages are sent to the users who look for the desired action. For instance, during an onboarding journey of an app by the first time users, they seek a non-intrusive experience as the messages are triggered based on customer actions, as they are part of the general app workflow

Highly Personalized Messages

In App Messaging offer a wonderful customer experience as they feel like receiving personal and customized guidance for the app. Unlike push notifications and emails, which are typically sent across in mass, in-app messages are triggered based on choices made and actions made within the app. With the capability to chart the customer journey and information on the customer to the user, the messages can be tailored to each user based on the activities.

Integrated Within The App

Due to the in-app message characteristics, they can be tailored to look like a vital part of the app and not feel like another marketing message. Hence, these messages can be utilized to enhance user engagement, conversion and marketing metrics with more efficiency.

5 Common Styles Of In-App Messages

While there are multiple uses for in-app messages, there are just 5 styles that are commonly used.

Header or Footer

The in-app messages occupy the header or bottom of the screen. Usually, it has a background text, image, and two CTA buttons. They are usually used to ask the customer to opt-in to notifications and newsletters. They are ideal choices when users do not want to intrude on a customer more than required while the user is exploring through the app.

Half Interstitial

The half interstitial appears like a pop-up that covers up the center half part of the app screen. They generally have background text, image, and one CTA button and are generally utilized to provide the customer with a message or to assist them through a journey. The half interstitial design is ideal when marketers require full attention of the customers but need to provide assurance that the app is still running with a partial view in the background.


The interstitial look is similar to the appearance of a pop-up that almost covers the full-screen view. In general, they have a background text, image, and one CTA button. They are typically utilized to provide discounts to users or to display the progress. This design/style is highly intrusive to the customer and must be utilized sparingly.

Full-Screen Cover

As the name implies, the full-screen display will cover a major part of the screen. Similar to the others they have background text, image, and CTA buttons. These are designed to give action based notifications, to check with the customer to opt-in to email newsletters, or to possess in-app gamified offers and discounts.


While the previous four styles are most frequently used, there has been an increase in the utilization of creative in-app messages that don’t fall under any of these categories. Marketers prefer to take the benefit of custom HTML/ JS to truly create unique experiences for the customers.

For instance, Swiggy typically incorporates 3 to 4 exclusive in-app messages to grab the attention of each customer type who opens the app.

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