4000%+ Engagement Lift from In-App Messaging

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8

Andy Carvell (Phiture - mobile growth consultancy) outlines why in-app messages work, when they work – and talks about the tremendous impact they can have.

Source:
4000%+ Engagement Lift from In-App Messaging
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Webinar
Publication date:
March 17, 2020
Added to the Vault on:
March 20, 2020
These insights were shared through the free Growth Gems newsletter.
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💎 #
1

You can use a push notification or email to have users come into the app, before showing the in-app message adapted to the segment. That way you chain these campaigns together to leverage the strengths of these different channels.

06:55
💎 #
2

Best use cases for in-app messages: on-boarding, upselling, content recommendation and surveys.

07:40
💎 #
3

If you are building slightly more advanced in-app messages with javascript you can ping results of surveys straight back into CRM system to enrich user profiles and start immediately segmenting them.

10:02
💎 #
4

Simplified "propensity to churn" model: at SoundCloud they looked at the whole userbase to define how many days users should be inactive and mapped out the graph of when they should contact them to reactivate them.

16:08
💎 #
5

Simplified "propensity to purchase": build a kind of intent model. Look at the signs of intent to purchase and sort them by level of intent: click on a feature that is behind the paywall, interaction with the paywall, starting a free trial, etc.

18:25
💎 #
6

People are very willing to answer surveys and seem to actually like being asked for their opinion about things, including during onboarding.

20:47
💎 #
7

When it comes to in-app messages something important is to have trigger points, not just target based on a segment. But keep in mind the smaller reach you might get if you go with something too narrow: you want to get statistical significance.

22:00
💎 #
8

Low-hanging fruits for in-app messages: work on the onboarding flow. Figure out your key features/screens in the app (something tied to better activation rates), target users that haven't used/seen these features and educate/deep link to them.

24:09
The "gems" from this resource are only available to premium members.
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  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Discuss key insights (and any other mobile growth topic) in the members-only community.
Upgrade Your Plan
💎 #
1

You can use a push notification or email to have users come into the app, before showing the in-app message adapted to the segment. That way you chain these campaigns together to leverage the strengths of these different channels.

06:55
💎 #
2

Best use cases for in-app messages: on-boarding, upselling, content recommendation and surveys.

07:40
💎 #
3

If you are building slightly more advanced in-app messages with javascript you can ping results of surveys straight back into CRM system to enrich user profiles and start immediately segmenting them.

10:02
💎 #
4

Simplified "propensity to churn" model: at SoundCloud they looked at the whole userbase to define how many days users should be inactive and mapped out the graph of when they should contact them to reactivate them.

16:08
💎 #
5

Simplified "propensity to purchase": build a kind of intent model. Look at the signs of intent to purchase and sort them by level of intent: click on a feature that is behind the paywall, interaction with the paywall, starting a free trial, etc.

18:25
💎 #
6

People are very willing to answer surveys and seem to actually like being asked for their opinion about things, including during onboarding.

20:47
💎 #
7

When it comes to in-app messages something important is to have trigger points, not just target based on a segment. But keep in mind the smaller reach you might get if you go with something too narrow: you want to get statistical significance.

22:00
💎 #
8

Low-hanging fruits for in-app messages: work on the onboarding flow. Figure out your key features/screens in the app (something tied to better activation rates), target users that haven't used/seen these features and educate/deep link to them.

24:09
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💎 #
1

You can use a push notification or email to have users come into the app, before showing the in-app message adapted to the segment. That way you chain these campaigns together to leverage the strengths of these different channels.

06:55
💎 #
2

Best use cases for in-app messages: on-boarding, upselling, content recommendation and surveys.

07:40
💎 #
3

If you are building slightly more advanced in-app messages with javascript you can ping results of surveys straight back into CRM system to enrich user profiles and start immediately segmenting them.

10:02
💎 #
4

Simplified "propensity to churn" model: at SoundCloud they looked at the whole userbase to define how many days users should be inactive and mapped out the graph of when they should contact them to reactivate them.

16:08
💎 #
5

Simplified "propensity to purchase": build a kind of intent model. Look at the signs of intent to purchase and sort them by level of intent: click on a feature that is behind the paywall, interaction with the paywall, starting a free trial, etc.

18:25
💎 #
6

People are very willing to answer surveys and seem to actually like being asked for their opinion about things, including during onboarding.

20:47
💎 #
7

When it comes to in-app messages something important is to have trigger points, not just target based on a segment. But keep in mind the smaller reach you might get if you go with something too narrow: you want to get statistical significance.

22:00
💎 #
8

Low-hanging fruits for in-app messages: work on the onboarding flow. Figure out your key features/screens in the app (something tied to better activation rates), target users that haven't used/seen these features and educate/deep link to them.

24:09
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Become a member to:
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  • Discuss key insights (and any other mobile growth topic) in the members-only community.
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Notes for this resource are currently being transferred and will be available soon.

What is an in-app message?

Andy believes in-app messages are the golden channel for mobile right now.

It is a small user interaction unit that is delivered from a server-side platform (Braze, LeanPlum, CleverTap, etc.). The way it behaves is down to the marketer and some platforms allow more flexibility than others:

  • Pop-up or modal window displaying the message, an image, buttons,
  • Full-screen interstitial
  • Slide-over


Platforms allow to build out what's essentially a small HTML webview.


In-app messages vs. other CRM marketing forms

In-app messages target people that are already using an app.


Just like push notifications and e-mail, in-app messages are typically deployed through a marketing automation platform so you can segment how you wish and measure the impact.


Other key difference: with in-app messages not only you are able to reach active users, but they would typically be triggered after a specific event (doing an action, landing on a screen) so you can show them in a very contextual moment.


Best use cases


[💎@06:55] You can use a push notification or email to have users come into the app, before showing the in-app message adapted to the segment. That way you chain these campaigns together to leverage the strengths of these different channels.


[💎@07:40] Best use cases for in-app messages:

  • On-boarding - supplement current product onboarding by segmenting users that haven't tried out certain features yet by popping-up a message that takes them directly to a specific feature.
  • Upselling - you can iterate very quickly on your conversion messaging and value prop that you're pushing and getting a very measurable feedback look to improve your conversion rate.
  • Content recommendation - example from Blinkist where they recommend a specific book. This lead to a 4000%+ uplift in terms of engagement. Also a 6.5% increase of engagement with any book.
  • [💎@10:02] Surveys - if you are building slightly more advanced in-app messages with javascript you can ping results of surveys straight back into CRM system to enrich user profiles and start immediately segmenting them.
  • Often used for an intent survey on the very first session of the app. You learn what users are expecting from the app so you can put them on a different onboarding track. Eventually you made build this natively but it is a rapid way to prototype it.


There is often tension between the growth marketing team and the design team re: in-app messages because you are "getting up in users' face" so you better deliver value. However they routinely see insane conversions from them.


How to think about predictive messaging

Segmentation is crucial and you might want to understand probabilities of users reacting a certain way. This is the "next level" of personalization, using AI, propensity scoring, etc.

Andy hasn't seen this really well done by any product yet and has seen several smart teams struggling to build propensity/prediction models.


  • [💎@16:08] Simplified "propensity to churn": at SoundCloud they looked at the whole userbase to define how many days users should be inactive and mapped out the graph of when they should contact them to reactivate them. For them, it was about 5 days. Ideally you want to do it at the user level or segment pretty granularly.
  • [💎@18:25] Simplified "propensity to purchase": build a kind of intent model. Look at the signs of intent to purchase and sort them by level of intent: click on a feature that is behind the paywall, interaction with the paywall, starting a free trial, etc.


You can get pretty far with that kind of logic before going into trying to build a deep machine learning model.


Most surprising in-app messaging test(s)


[💎@20:47] People are very willing to answer surveys and seem to actually like being asked for their opinion about things.


Custom recommendations also work really well.


[💎@22:00] When it comes to in-app messages something important is to have trigger points, not just target based on a segment. But keep in mind the smaller reach you might get if you go with something too narrow: you want to get statistical significance.

Example: segment of users that are on the 3rd day with the trigger point of adding something to their cart.


Getting started with in-app messages


In terms of infrastructure: do not build it yourself. If really on a budget, you can use Firebase.


  1. [💎@24:09] Low-hanging fruits for in-app messages: work on the onboarding flow. Figure out your key features/screens in the app (something tied to better activation rates), target users that haven't used/seen these features and educate/deep link to them.
  2. Next step: using custom templates. Phiture created a tool called Blender for this.


The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

What is an in-app message?

Andy believes in-app messages are the golden channel for mobile right now.

It is a small user interaction unit that is delivered from a server-side platform (Braze, LeanPlum, CleverTap, etc.). The way it behaves is down to the marketer and some platforms allow more flexibility than others:

  • Pop-up or modal window displaying the message, an image, buttons,
  • Full-screen interstitial
  • Slide-over


Platforms allow to build out what's essentially a small HTML webview.


In-app messages vs. other CRM marketing forms

In-app messages target people that are already using an app.


Just like push notifications and e-mail, in-app messages are typically deployed through a marketing automation platform so you can segment how you wish and measure the impact.


Other key difference: with in-app messages not only you are able to reach active users, but they would typically be triggered after a specific event (doing an action, landing on a screen) so you can show them in a very contextual moment.


Best use cases


[💎@06:55] You can use a push notification or email to have users come into the app, before showing the in-app message adapted to the segment. That way you chain these campaigns together to leverage the strengths of these different channels.


[💎@07:40] Best use cases for in-app messages:

  • On-boarding - supplement current product onboarding by segmenting users that haven't tried out certain features yet by popping-up a message that takes them directly to a specific feature.
  • Upselling - you can iterate very quickly on your conversion messaging and value prop that you're pushing and getting a very measurable feedback look to improve your conversion rate.
  • Content recommendation - example from Blinkist where they recommend a specific book. This lead to a 4000%+ uplift in terms of engagement. Also a 6.5% increase of engagement with any book.
  • [💎@10:02] Surveys - if you are building slightly more advanced in-app messages with javascript you can ping results of surveys straight back into CRM system to enrich user profiles and start immediately segmenting them.
  • Often used for an intent survey on the very first session of the app. You learn what users are expecting from the app so you can put them on a different onboarding track. Eventually you made build this natively but it is a rapid way to prototype it.


There is often tension between the growth marketing team and the design team re: in-app messages because you are "getting up in users' face" so you better deliver value. However they routinely see insane conversions from them.


How to think about predictive messaging

Segmentation is crucial and you might want to understand probabilities of users reacting a certain way. This is the "next level" of personalization, using AI, propensity scoring, etc.

Andy hasn't seen this really well done by any product yet and has seen several smart teams struggling to build propensity/prediction models.


  • [💎@16:08] Simplified "propensity to churn": at SoundCloud they looked at the whole userbase to define how many days users should be inactive and mapped out the graph of when they should contact them to reactivate them. For them, it was about 5 days. Ideally you want to do it at the user level or segment pretty granularly.
  • [💎@18:25] Simplified "propensity to purchase": build a kind of intent model. Look at the signs of intent to purchase and sort them by level of intent: click on a feature that is behind the paywall, interaction with the paywall, starting a free trial, etc.


You can get pretty far with that kind of logic before going into trying to build a deep machine learning model.


Most surprising in-app messaging test(s)


[💎@20:47] People are very willing to answer surveys and seem to actually like being asked for their opinion about things.


Custom recommendations also work really well.


[💎@22:00] When it comes to in-app messages something important is to have trigger points, not just target based on a segment. But keep in mind the smaller reach you might get if you go with something too narrow: you want to get statistical significance.

Example: segment of users that are on the 3rd day with the trigger point of adding something to their cart.


Getting started with in-app messages


In terms of infrastructure: do not build it yourself. If really on a budget, you can use Firebase.


  1. [💎@24:09] Low-hanging fruits for in-app messages: work on the onboarding flow. Figure out your key features/screens in the app (something tied to better activation rates), target users that haven't used/seen these features and educate/deep link to them.
  2. Next step: using custom templates. Phiture created a tool called Blender for this.


The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
Request Access

What is an in-app message?

Andy believes in-app messages are the golden channel for mobile right now.

It is a small user interaction unit that is delivered from a server-side platform (Braze, LeanPlum, CleverTap, etc.). The way it behaves is down to the marketer and some platforms allow more flexibility than others:

  • Pop-up or modal window displaying the message, an image, buttons,
  • Full-screen interstitial
  • Slide-over


Platforms allow to build out what's essentially a small HTML webview.


In-app messages vs. other CRM marketing forms

In-app messages target people that are already using an app.


Just like push notifications and e-mail, in-app messages are typically deployed through a marketing automation platform so you can segment how you wish and measure the impact.


Other key difference: with in-app messages not only you are able to reach active users, but they would typically be triggered after a specific event (doing an action, landing on a screen) so you can show them in a very contextual moment.


Best use cases


[💎@06:55] You can use a push notification or email to have users come into the app, before showing the in-app message adapted to the segment. That way you chain these campaigns together to leverage the strengths of these different channels.


[💎@07:40] Best use cases for in-app messages:

  • On-boarding - supplement current product onboarding by segmenting users that haven't tried out certain features yet by popping-up a message that takes them directly to a specific feature.
  • Upselling - you can iterate very quickly on your conversion messaging and value prop that you're pushing and getting a very measurable feedback look to improve your conversion rate.
  • Content recommendation - example from Blinkist where they recommend a specific book. This lead to a 4000%+ uplift in terms of engagement. Also a 6.5% increase of engagement with any book.
  • [💎@10:02] Surveys - if you are building slightly more advanced in-app messages with javascript you can ping results of surveys straight back into CRM system to enrich user profiles and start immediately segmenting them.
  • Often used for an intent survey on the very first session of the app. You learn what users are expecting from the app so you can put them on a different onboarding track. Eventually you made build this natively but it is a rapid way to prototype it.


There is often tension between the growth marketing team and the design team re: in-app messages because you are "getting up in users' face" so you better deliver value. However they routinely see insane conversions from them.


How to think about predictive messaging

Segmentation is crucial and you might want to understand probabilities of users reacting a certain way. This is the "next level" of personalization, using AI, propensity scoring, etc.

Andy hasn't seen this really well done by any product yet and has seen several smart teams struggling to build propensity/prediction models.


  • [💎@16:08] Simplified "propensity to churn": at SoundCloud they looked at the whole userbase to define how many days users should be inactive and mapped out the graph of when they should contact them to reactivate them. For them, it was about 5 days. Ideally you want to do it at the user level or segment pretty granularly.
  • [💎@18:25] Simplified "propensity to purchase": build a kind of intent model. Look at the signs of intent to purchase and sort them by level of intent: click on a feature that is behind the paywall, interaction with the paywall, starting a free trial, etc.


You can get pretty far with that kind of logic before going into trying to build a deep machine learning model.


Most surprising in-app messaging test(s)


[💎@20:47] People are very willing to answer surveys and seem to actually like being asked for their opinion about things.


Custom recommendations also work really well.


[💎@22:00] When it comes to in-app messages something important is to have trigger points, not just target based on a segment. But keep in mind the smaller reach you might get if you go with something too narrow: you want to get statistical significance.

Example: segment of users that are on the 3rd day with the trigger point of adding something to their cart.


Getting started with in-app messages


In terms of infrastructure: do not build it yourself. If really on a budget, you can use Firebase.


  1. [💎@24:09] Low-hanging fruits for in-app messages: work on the onboarding flow. Figure out your key features/screens in the app (something tied to better activation rates), target users that haven't used/seen these features and educate/deep link to them.
  2. Next step: using custom templates. Phiture created a tool called Blender for this.