5 Best Practices for In-App Messages

In-App messages are one of the most powerful communication tools for app publishers. Here are statistics about the effects of In-App messages.

In-App messages increase app launches by 27%

In-App messages boost engagement threefold

In-App messages triggered from an in-app event increase conversion fourfold

Source: Localytics Data Team

What are the In-App messages?

They are notifications displayed while the user is active within the app itself. Also, they may be referred to as native app content. The sunny side of the picture here, In-App messages are highly contextual and rooted in analytics; they can be triggered based upon user interactions. They can be called In-App messages, In-app notifications, or In-App messaging and compose the very important part of an overall mobile messaging strategy which includes other messages like push notifications, email, SMS, etc.

Sometimes, push notifications can be supposed as In-App message by users. There are differences between these two messaging systems. In-App messages give mobile marketers the ability to segment customers within their app. This means that messages can be highly personalized and will be shown to the customers at the right mobile moments. While In-App messages are displayed when a customer is already active in app, push notifications are displayed at latent times to pull customers back into the app. You can see the differences below visually.


Push Notification


In-App Message

The Benefits of In-App Messages

The most obvious advantage of In-App messages is that you can establish two-way conversations with your customers and build relationships with them, because In-App messages give you a chance to gather feedback and solve customer problems. Thereby, we want to share some important tips with you about such an important topic.

Best Practices for In-App Messages

  • Use the Ability of Two-Way Communication

As we mentioned above, In-App messages give mobile marketers a chance to create two-way communication. Don’t leave your customers alone with their requests or complaints and also request to receive feedback from them. Use In-App messages to empower your communication with your customers through the most direct way.


  • Personalize Your In-App Message in Terms of Time and Content

Timing is crucial regarding getting the conversion on mobile. When we think about what is our very personal thing, our mobile device will immediately come to our mind. This is a great opportunity to make your In-App messages personalized. The important thing is that highly personalized messages sometimes can result in negative reactions if the messages are disruptive rather than helpful. When you are not careful, customers see irrelevant messages every time they open the app. It can result in them even deleting your app.


Beats music app provides a Playlist in their “Just for You” section for targeted users based on their listening habits, instead of spamming all users with notifications of new music.

Finding the right time and content may be changeable due to many variables. If you send a proactive In-App message, the right time will be after completing a purchase or a level rather than in the middle of an action.


  • Make Your Customers Feel That You Hear Their Voices

Nobody likes to be left hanging. Let your customers know that their feedback has been heard. You can take an extra step to ensure the customers realize their voice has been heard.

  • Be Communicative

Being honest and transparent in replying to your customers’ feedback will be a plus point. For example, if your customers have an axe to grind about your app, and you receive a high volume of messages related to it, explain openly whether the issue will be fixed soon or not.

  • Pull Customers Back In

Happy customers will be back here! Focus on pulling them back into your app by creating enjoyable, valuable dialogue and making them loyal to your brand. Don’t forget that the goal of in-app messaging is to create satisfied customers and then having a good conversion rate. You can let your customers know that their feedback has been heard; you can respond to their many requests; you can be creative, enjoyable and not annoying; you can be informative at the right time and in the right context. As we mentioned in the above tips, all these approaches will be great to pull your customers back into your app 🙂

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