Ultimate Guide to In-App Messaging 2024

In-app messaging is changing the game for businesses in 2024. Here's what you need to know:

It's a direct way to communicate with users inside mobile and web apps
Usage jumped 187% from 2022 to 2023, but only 12% of accounts use it
In-app messages get 8x more responses than push notifications
Top apps see a 44% read rate for in-app messages

This guide covers:

What in-app messaging is and how it's evolved
Types of messages and setup
Smart ways to use in-app messaging
How to measure success
Tips for writing effective messages
New tools and methods, including AI

Whether you're new to marketing or a pro, you'll learn how to:

Keep users engaged
Boost conversions
Build lasting customer relationships

Key takeaways:

Personalize messages based on user behavior
Use AI to optimize timing and content
Respect user privacy and preferences
Measure results and continuously improve

In-app messaging is powerful when done right. Use this guide to make it work for your business in 2024.

What Is In-App Messaging

In-app messaging lets businesses chat with users inside their apps. It's a big deal for keeping users happy and coming back in 2024.

Basic Parts and Functions

In-app messages pop up while you're using an app. They show up based on what you're doing, so they're usually pretty relevant.

Here's what makes up in-app messaging:

Message Types: From quick pop-ups to full-screen messages
Triggers: What makes a message appear (like buying something)
Targeting: Showing different messages to different users
Analytics: Checking how well messages are working

How In-App Messages Have Changed

In-app messages have come a long way:

Early 2010s: Basic pop-ups that often got in the way
2015-2020: Better targeting and nicer designs
2020-2023: AI helps make smarter messages
2024: Messages that fit smoothly into the app experience

In-App Messaging Today

In 2024, in-app messaging is a must-have. Here's what it looks like:

1. Super Personal

Messages are tailored just for you, based on what you do in the app.

2. Works with Other Channels

In-app messages team up with emails and push notifications.

3. More Than Just Text

Messages can have videos, surveys, or even mini-apps inside.

4. Smart Timing

AI figures out the best time to show you a message.

5. Respects Your Privacy

Messages are more careful about using your data.

"In-app messaging is key for teaching users, helping them, and growing your business." - Industry Expert

The numbers show it's working. Customer.io says accounts using in-app messages went up 187% from 2022 to 2023. But only 12% of accounts are using them, so there's room to grow.

People respond to in-app messages 8 times more than push notifications. Why? Because you see them while you're actually using the app.

If you want to use in-app messaging, remember:

Don't interrupt users
Keep messages short and sweet
Make sure each message helps the user
Try different messages to see what works best

In-app messaging is a powerful tool. Use it right, and your users will thank you.

Message Types and Setup

In-app messaging has come a long way. Let's dive into the different types and how to use them effectively.

Pop-ups and Message Bars

Pop-ups and message bars are the workhorses of in-app messaging.

Pop-ups grab attention. They're perfect for big news:

New features
Important updates
Special offers

Mailchimp nails it with personalized pop-ups. After you sign up, they greet you by name and give you timely tips. It's like having a friendly guide in your inbox.

Message bars are the quiet cousins of pop-ups. They hang out at the top or bottom of your screen, perfect for:

Quick heads-ups
Gentle reminders
Pointing you in the right direction

Forbes uses a sticky header to ask if you want push notifications. It's there, but it doesn't get in the way of your reading.

When you're setting up pop-ups and message bars:

Time it right. Don't pop up when someone's trying to buy something.
Make it personal. Use what you know about the user to make your message hit home.
Keep it simple. Your message should be clear at a glance.

Chat systems take in-app messaging to the next level. They let users talk to each other or to your team in real-time.

A good chat system should have:

One-on-one messaging
Group chats
A way to search old messages
The ability to share files and media
Online/offline status indicators
Push notifications for new messages

When you're picking a chat system, look at:

How easy it is to set up
What features it has
How much you can change the look
How reliable and secure it is
How much it costs

User actions are all about guiding people through your app. This could be:

A checklist for new users
Little hints about features
Messages that pop up after certain actions

GoToWebinar does this well. They use sliding messages to show off new features, pointing out exactly where to click without overwhelming you.

"In-app messaging is about building relationships and guiding users through your app." - EasyBA.co

The key? Make your messages helpful, not annoying. Think about what your users are trying to do, and how you can make their journey smoother.

Ways to Use In-App Messages

In-app messaging is a game-changer for user engagement and growth. Let's dive into how companies are making the most of this tool.

Getting Users Started

In-app messages are key for onboarding newbies and showing off cool features. Check out these examples:

Welcome and Educate

EazyDiner, a restaurant booking app, uses carousel screens to say "hi" to new users. These screens show off what the app does best right after download. It's like saying, "Here's what you're in for!"

Product Hunt takes a different approach. They use tooltips to guide new users around. It's like having a friendly tour guide showing you the ropes.

Personalized Onboarding

Binance, a crypto exchange platform, goes all out with a guided tour. They hold users' hands through their first trade. It's like having a crypto buddy showing you the ropes. The result? More active users who stick around.

"Smart use of in-app messaging can boost customer loyalty and keep users coming back for more."

Feature Discovery

Gmail uses tooltips to spotlight key features. It's like a treasure hunt, helping users find hidden gems they might have missed.

Boosting Sales and User Action

In-app messaging isn't just for newbies. It's a powerhouse for driving sales and getting users to take action.

Timely Promotions

Spotify plays it smart. They show messages about premium features when users try to access stuff that's only for paying customers. It's like dangling a carrot - "Want this? Here's how to get it!"

Milestone Celebrations

Bamboo, a finance app, throws mini-parties for user milestones. Hit an anniversary or complete an account task? Cue the confetti! It's a great way to keep users feeling good about the app.

Feature Announcements

Moz, an SEO tool, uses pop-up messages to introduce new features. They show users what's new and encourage them to give it a spin right away. It's like saying, "Look what we made for you!"

Feedback Collection

Pet Media Group launched an in-app survey about their ad feature. It's like asking users, "How are we doing?" This makes users feel heard and helps improve the app.

Conversion Boost

In-app messages can work wonders for conversions. One SaaS company bumped up their trial-to-paid conversion rate by 27% with personalized messages. They highlighted key features just before the trial ended. It's like giving users a gentle nudge towards becoming paying customers.

Measuring Results

Let's talk numbers. How do you know if your in-app messages are working? It's all about tracking the right metrics.

Key Numbers to Track

Here are the big ones:

Impressions: How many eyeballs saw your message?
Click-Through Rate (CTR): Did users actually tap on your message?
Conversion Rate: Did they do what you wanted after seeing the message?
Retention Rate: Are users sticking around after interacting with your messages?
Average Session Length: Are users spending more time in your app thanks to your messages?

Let's break it down:

Metric	Meh	Wow!	What It Means for Your Business
CTR	1-2%	5-10%	Higher CTR = Your message is a hit
Conversion Rate	0.5-1%	3-5%	Higher conversion = More money in your pocket
Retention Rate	20-30%	40-50%	Higher retention = Users love you long-term

Real talk: OneSignal saw a 27% boost in app retention with their messaging tools. That's a lot of happy users sticking around.

"In-app messaging is about building relationships and guiding users through your app." - EasyBA.co

Want to crush these metrics? Try this:

A/B Test Everything: Pendo lets you personalize messages for different user groups. Test and see what works.
Spy on Your Users: (Okay, not really.) But do watch how they interact with your messages. Are they ignoring them? Acting on them? This info is gold.
Follow the Funnel: Pushwoosh's Conversion Funnel shows you exactly where users drop off. For example:
- 100% see your awesome discount
- 50% check it out
- 40% add to cart
- 20% buy
Now you know where to focus your efforts.
Time It Right: Use Userpilot's analytics to find out when users are most likely to engage. Hit them with your message at the perfect moment.

Tips for Better Messages

Want to boost user engagement with in-app messages? Here's how to make them pack a punch.

When to Send and What to Say

Timing is key. Send messages at the right moment, and watch engagement skyrocket.

Hit users with messages when they take specific actions. Just finished their profile? Congrats them and point out what's next.

Spotify's got this down pat. They push premium features right when free users hit skip limits. Talk about perfect timing!

Keep it short and sweet. Slack's a pro at this:

"Slack's in-app messages briefly and clearly explain app features, aiding user understanding and engagement."

Here's a quick guide for killer messages:

Element	Do This	Like This
Headline	Grab attention	"Unlimited Skips Await"
Body	Show value, keep it snappy	"No more interruptions. Go Premium."
CTA	Make it pop, push action	"Upgrade Now"

Want to supercharge engagement? Add images. They're 650% more effective than text alone.

Privacy Rules and User Groups

In today's privacy-first world, respect user choices. Here's how:

Get users to opt in. LinkedIn nails this during onboarding. They suggest profile updates but always let users say no.

Target your messages. Group users based on what they do and like. Kumulos lets devs bake consent right into their messaging.

Kumulos CEO Mark Petrie says:

"We built in consent from the ground up on Kumulos' in-app messaging feature. This gives app developers the option when coding an app to use the built-in consent model for in-app messaging."

Follow this privacy-friendly framework:

1. Ask first: Test the waters before formal opt-in requests.

2. Show value: Highlight benefits before asking again.

3. Easy out: Always let users opt out of marketing messages.

4. Play by the rules: Remember, breaking privacy laws is costly. EE got slapped with a $122,000 fine for sending marketing without consent.

New Tools and Methods

In-app messaging is changing fast. New tech is shaking up how companies talk to users. Let's look at the cool stuff happening in 2024.

AI and Data Analysis

AI is making in-app messages smarter and more personal.

Predictive Messaging

MoEngage is using AI to figure out when and what to send users. It's working pretty well:

"Our AI has helped businesses get 35% more people to open messages and 28% more to take action." - Raviteja Dodda, MoEngage CEO

Content Optimization

Userpilot's AI doesn't just write messages. It tailors them to each user. Companies using it have seen:

22% more clicks
18% more user engagement
15% more people using new features

Automated Segmentation

CleverTap's AI groups users based on what they do, not just who they are. This smart targeting has led to:

40% better campaigns
3x better at keeping users

Working Across Different Apps

People use lots of apps. Making them work together smoothly is a big deal now.

Cross-Platform Messaging

Mio lets people on different apps (like Slack and Microsoft Teams) talk to each other. It's made a big difference:

27% less waiting around to hear back
35% more teamwork between groups

Unified Analytics

Braze shows how users interact across multiple apps. This big-picture view has led to:

63% better understanding of customer journeys
41% more conversions when promoting across apps

Interoperability Solutions

Highfive lets you join video calls on different platforms with one tap. People using it have seen:

52% less time setting up meetings
38% more people showing up to cross-platform meetings

These new tools are changing the game for in-app messaging in 2024. By using AI to get personal and breaking down walls between apps, companies can make talking to users way more effective and smooth.

Wrap-up

In-app messaging has become a game-changer for businesses in 2024. Here's why it's so powerful:

It's super effective: People open in-app messages 8 times more than push notifications. The best apps see a 44% read rate. That's huge!

It keeps users around: Companies using in-app messaging keep 3.5 times more users than those who don't. In today's competitive app world, that's a big deal.

It's flexible: You can use in-app messages for all sorts of things:

Welcoming new users
Showing off new features
Promoting deals
Getting feedback

Big names are using it well. LinkedIn guides newbies through their app. Spotify nudges free users to upgrade when they hit skip limits.

It's personal: The real power is in sending the right message to the right person at the right time. By grouping users and tailoring messages, you make your communication way more relevant.

It's visual: Adding pictures and videos can make your messages pop. Tumblr uses a cool picture board to learn what users like and customize their experience.

It's smart: In-app messaging gives you tons of data. You can see how users behave and how well your messages work. This lets you keep making your strategy better and better.

"The better you use in-app messages, the stronger you will get in engaging with your users." - Industry Expert

Looking ahead, in-app messaging is only going to get more important. The 2024 State of Customer Engagement report (based on trillions of messages sent with OneSignal) shows that apps are focusing on high-value tweaks that give the best bang for their buck.

To rock in-app messaging in 2024:

Get to know your users' journey and set clear goals
Use behavior triggers and user groups to send targeted messages
Make it personal to keep users hooked
Use your data to keep improving

FAQs

What is in-app messaging?

In-app messaging is a way to talk to users while they're using your app. These messages pop up inside the app itself - no need for users to sign up for them.

Why should you care about in-app messaging?

For starters, it's super effective. These messages get WAY more attention than push notifications - we're talking over 100% more engagement. That's huge!

Plus, you can reach users at just the right moment. Imagine being able to tap your user on the shoulder exactly when they need help or might be interested in something. That's the power of in-app messaging.

You can use these messages for all sorts of things:

Helping new users get started
Promoting special offers
Asking for feedback
And a whole lot more

"In-app messaging works best when interwoven with other channels." - Customer.io Team

Here's a mind-blowing stat: In 2023, Customer.io saw in-app message sends skyrocket by 793%. That's not a typo - people are using this tool like crazy.

Want to make in-app messaging work for you? Here are some quick tips:

Make it personal. Don't send the same message to everyone.
Timing is everything. Hit users when they're most likely to pay attention.
Be helpful, not annoying. Your messages should make the app experience better, not interrupt it.

Ultimate Guide to In-App Messaging 2024