In-App Messaging Best Practices for Professionals
In-app messaging is no longer a nice-to-have; it’s a critical component of modern marketing strategies. Are you maximizing its potential, or are you leaving valuable customer engagement opportunities on the table?
Key Takeaways
- Segment your users in Braze using custom attributes and behavioral data for highly targeted in-app messages.
- Personalize in-app messages with Liquid templating in Braze to include user-specific data like name, location, or past purchases.
- A/B test different message copy, designs, and trigger events in Braze to optimize for conversions and engagement.
Step 1: Setting Up Your Braze Account for In-App Messaging
1.1 Account Creation and Initial Configuration
First, head over to the Braze website and create an account. Once you’ve verified your email, you’ll be guided through the initial setup. This involves providing your company details, setting up your app (iOS, Android, or web), and integrating the Braze SDK into your application. Braze offers SDKs for various platforms, including React Native, Cordova, and Unity. I’ve found that their documentation is quite thorough, but their support team is also very responsive if you run into any snags.
Pro Tip: During the initial setup, pay close attention to the data residency options. If you’re dealing with EU customers, ensure your data is stored in the EU region to comply with GDPR regulations. We made that mistake once, and the subsequent migration was a nightmare.
1.2 Defining User Attributes
User attributes are the foundation of effective in-app messaging. Braze allows you to define custom user attributes based on your specific needs. To do this, navigate to Settings > Data Settings > User Attributes. Here, you can add attributes like “Subscription Tier,” “Last Purchase Date,” “Location,” or even “Favorite Product Category.” The more granular your data, the better you can personalize your messages.
Common Mistake: Many marketers only define basic attributes like name and email. While these are important, they don’t provide enough context for targeted messaging. Think about the specific data points that differentiate your users and drive their behavior.
1.3 Setting Up Custom Events
Custom events track specific actions users take within your app. These events can trigger in-app messages based on user behavior. To set up custom events, go to Settings > Data Settings > Custom Events. Define events like “Product Viewed,” “Item Added to Cart,” “Checkout Started,” or “Tutorial Completed.”
Expected Outcome: With user attributes and custom events in place, you’ll have a solid foundation for segmenting your audience and triggering targeted in-app messages based on their behavior and characteristics.
Step 2: Creating Your First In-App Message Campaign
2.1 Navigating to the Campaigns Section
In the Braze dashboard, click on the “Campaigns” tab in the left-hand navigation. Then, click the “Create Campaign” button in the top right corner. Select “In-App Message” as the campaign type.
2.2 Choosing a Message Template
Braze offers a variety of pre-built in-app message templates, including modal views, banners, and full-screen interstitials. You can also create your own custom templates using HTML and CSS. For this example, let’s choose the “Modal View” template. It’s versatile and effective for delivering important information or calls to action.
Pro Tip: Don’t be afraid to experiment with different templates. A/B testing different designs can significantly impact engagement rates.
2.3 Designing Your Message
The message editor in Braze is WYSIWYG (What You See Is What You Get), allowing you to easily customize the content and appearance of your message. You can add text, images, buttons, and even GIFs. To add text, click inside the text box and type your message. To add an image, click the “Image” icon and upload your file. To customize the button, click on it and change the text and destination URL. I prefer a clean, uncluttered look with a clear call to action.
Common Mistake: Overloading your message with too much information or too many calls to action. Keep it concise and focused on a single objective.
2.4 Personalizing Your Message with Liquid Templating
Braze supports Liquid templating, which allows you to personalize your messages with user-specific data. For example, you can greet users by name, display their location, or recommend products based on their past purchases. To use Liquid templating, enclose the user attribute within double curly braces: {{user.first_name}}. For example, you could say, “Hi {{user.first_name}}, we’ve got a special offer just for you!”
Here’s what nobody tells you: Liquid templating is powerful, but it can also be tricky. Always test your messages thoroughly to ensure the data is being displayed correctly. We had a client last year who accidentally sent out a campaign with the wrong names, and it was a PR disaster.
2.5 Setting Up the Call to Action
Your in-app message should have a clear call to action (CTA). This is the action you want users to take after reading your message. It could be anything from visiting a specific page in your app to making a purchase to subscribing to a newsletter. To set up the CTA, click on the button in the message editor and enter the destination URL. Make sure the CTA is clear, concise, and action-oriented. Examples include “Shop Now,” “Learn More,” or “Get Started.”
Expected Outcome: A well-designed and personalized in-app message with a clear call to action that resonates with your target audience and drives conversions.
Step 3: Targeting and Triggering Your In-App Message
3.1 Defining Your Target Audience
Braze allows you to target your in-app messages based on a wide range of criteria, including user attributes, custom events, app version, location, and more. To define your target audience, click on the “Target Audience” tab in the campaign editor. You can create segments based on specific criteria or use pre-defined segments.
For example, you might want to target users who have added an item to their cart but haven’t completed the checkout process. Or you might want to target users who are located in a specific city with a special offer.
For more on this, see our article on segmentation secrets in Braze.
3.2 Setting Up Trigger Events
Trigger events determine when your in-app message will be displayed to users. You can trigger messages based on custom events, app sessions, or even push notification opens. To set up a trigger event, click on the “Trigger” tab in the campaign editor. Select the event that will trigger your message and configure any additional settings.
For example, you might want to trigger a message when a user views a specific product page or when they haven’t used your app in a week.
3.3 Frequency Capping and Priority
Frequency capping limits the number of times a user sees a particular in-app message within a given period. This prevents users from being bombarded with messages and ensures a better user experience. To set up frequency capping, click on the “Frequency Capping” tab in the campaign editor. You can specify the maximum number of times a user can see the message per day, week, or month.
Priority determines which in-app message is displayed if multiple messages are eligible to be shown at the same time. Messages with higher priority will be displayed first. To set the priority, click on the “Priority” tab in the campaign editor and select a priority level.
Expected Outcome: Your in-app message is displayed to the right users at the right time, maximizing its impact and minimizing disruption.
Step 4: A/B Testing and Optimization
4.1 Setting Up A/B Tests
A/B testing allows you to compare different versions of your in-app message to see which one performs better. You can test different copy, designs, calls to action, and even trigger events. To set up an A/B test, click on the “A/B Test” tab in the campaign editor. Create multiple variations of your message and allocate a percentage of your audience to each variation.
4.2 Analyzing Results and Iterating
After your A/B test has run for a sufficient period (typically a week or two), analyze the results to see which variation performed better. Braze provides detailed analytics on key metrics like impressions, clicks, and conversions. Based on the results, you can iterate on your message and create new variations to test.
Pro Tip: Don’t just focus on the overall conversion rate. Look at the performance of each variation across different segments to identify patterns and insights. A recent IAB report found that personalized ads have a 6x higher engagement rate than generic ads.
4.3 Monitoring Campaign Performance
Even after your A/B test is complete, it’s important to continue monitoring the performance of your in-app message campaign. Track key metrics like impressions, clicks, conversions, and uninstall rates. Identify any areas for improvement and make adjustments as needed. Braze’s analytics dashboard provides a wealth of data to help you understand how your campaigns are performing.
If you’re struggling with user retention, consider avoiding user churn and scaling downloads.
Expected Outcome: Continuous improvement of your in-app messaging campaigns, leading to higher engagement rates, increased conversions, and a better user experience.
Step 5: Advanced Techniques and Integrations
5.1 Integrating with Your CRM
Integrating Braze with your CRM (Customer Relationship Management) system allows you to sync data between the two platforms. This enables you to create even more personalized and targeted in-app messages based on customer data stored in your CRM. Braze integrates with popular CRM platforms like Salesforce, HubSpot, and Zendesk.
5.2 Using Webhooks for Real-Time Data
Webhooks allow you to send real-time data from your app to Braze. This can be used to trigger in-app messages based on events that occur outside of your app. For example, you could trigger a message when a user makes a purchase on your website or when their subscription is about to expire. Braze’s documentation provides detailed instructions on how to set up webhooks.
5.3 Implementing Intelligent Timing
Intelligent Timing uses machine learning to determine the optimal time to send in-app messages to each user. This can significantly improve engagement rates by ensuring that messages are delivered when users are most likely to be active in your app. To enable Intelligent Timing, click on the “Intelligent Timing” tab in the campaign editor and select the “Optimize Delivery Time” option.
Want to learn more about optimizing your marketing efforts? Check out our article on actionable marketing advice.
Expected Outcome: A highly sophisticated and effective in-app messaging strategy that is deeply integrated with your other marketing systems and leverages the power of real-time data and machine learning.
Mastering in-app messaging within a platform like Braze requires a blend of technical setup and creative marketing. By consistently testing and refining your approach, you can unlock a powerful channel for engaging your users and driving meaningful results. Is your team prepared to embrace this level of data-driven personalization?
How often should I send in-app messages?
There’s no magic number, but err on the side of less is more. Focus on quality over quantity. Use frequency capping to avoid overwhelming users. Monitor uninstall rates for a hint.
What’s the best length for an in-app message?
Keep it concise! Users are often on the go. Get straight to the point with a clear call to action. Aim for a few sentences at most.
How can I personalize in-app messages effectively?
Go beyond just using the user’s name. Leverage behavioral data, past purchases, and preferences to create truly relevant and personalized experiences using Liquid templating in Braze.
What are some common mistakes to avoid with in-app messaging?
Bombarding users with too many messages, using generic messaging, neglecting A/B testing, and not tracking campaign performance are all common pitfalls.
How important is design in in-app messaging?
Very! A visually appealing and user-friendly design can significantly improve engagement. Use high-quality images, clear fonts, and a consistent brand aesthetic.
