In-App Messaging: Re-Engage Users, Boost Orders

Using in-app messaging for marketing campaigns can feel like shouting into the void if you don’t have a solid strategy. What if I told you a targeted, well-executed in-app campaign could boost conversion rates by 25% in just two weeks?

We recently ran an in-app messaging campaign for “Piedmont Eats,” a fictional food delivery app operating primarily in the Atlanta metro area. They were struggling with user retention after the initial surge from their grand opening in early 2026. We needed to re-engage inactive users and drive more orders.

Our primary goal was to increase the number of orders placed per user per month by 15%. Secondary goals included boosting feature adoption (specifically, the “Favorites” feature) and improving overall app engagement.

Here’s a breakdown of how we approached it:

Strategy

Our strategy hinged on segmentation and personalization. Instead of blasting every user with the same generic message, we identified distinct user groups based on their in-app behavior.

• Inactive Users: Users who hadn’t opened the app in the past 30 days.
• Occasional Users: Users who placed 1-2 orders per month.
• “Favorites” Feature Ignorers: Users who hadn’t added any restaurants to their “Favorites” list.

For each segment, we crafted tailored messages addressing their specific needs and pain points.

Creative Approach

The creative was designed to be visually appealing and highly relevant. We used a mix of banner messages, modal pop-ups, and push notifications (the latter only for inactive users who had opted in). All creatives were designed in-house using Figma.

• Inactive Users: Received a push notification: “We miss you! Get 20% off your next order.” Opening the notification led to a modal pop-up within the app, showcasing popular restaurants near them (based on their last known location permission, granted near Perimeter Mall).
• Occasional Users: Received a banner message promoting a limited-time offer: “Order 3 times this week and get a free dessert!”
• “Favorites” Feature Ignorers: Received a gentle nudge to try the feature: “Save your favorite restaurants for quick and easy ordering!” This message included a short animated GIF demonstrating how to add a restaurant to their “Favorites” list.

Targeting

Targeting was managed directly within the Iterable platform, which Piedmont Eats had already integrated into their app. Iterable allowed us to define our user segments based on various criteria, including app usage, order history, and feature adoption.

We also used Iterable’s A/B testing functionality to experiment with different message variations. For example, we tested two different subject lines for the “Inactive Users” push notification:

• Variation A: “We miss you!”
• Variation B: “20% off your next order!”

What Worked

The personalized messaging resonated strongly with users. The “20% off” offer for inactive users proved to be particularly effective, resulting in a significant spike in app re-engagements. The animated GIF demonstrating the “Favorites” feature also led to a noticeable increase in feature adoption.

Here’s a quick rundown of some key metrics:

| Metric | Before Campaign | After Campaign | Change |
| ——————- | ————— | ————– | ———- |
| Orders/User/Month | 1.8 | 2.2 | +22% |
| “Favorites” Usage | 15% | 23% | +53% |
| App Engagement (DAU)| 2,500 | 3,100 | +24% |

The A/B test for the “Inactive Users” push notification revealed that Variation B (“20% off your next order!”) had a significantly higher open rate (12%) compared to Variation A (“We miss you!”, 7%).

What Didn’t Work

The banner message for occasional users (“Order 3 times this week and get a free dessert!”) didn’t perform as well as we had hoped. We believe the offer wasn’t compelling enough to incentivize users to place additional orders. We also received some feedback that the message felt a bit too “salesy.”

Optimization Steps

Based on our initial results, we made the following adjustments:

• Revised Offer: For occasional users, we replaced the “free dessert” offer with a discount on their next order (e.g., “Get 15% off your next order of $25 or more!”).
• Refined Messaging: We softened the language in the banner message to make it less promotional and more helpful (e.g., “Craving something delicious? Check out these popular restaurants near you!”).
• Segment Expansion: We created a new segment for users who frequently ordered from the same restaurant. We sent these users personalized messages highlighting new menu items or special promotions from their favorite eatery.

These optimizations led to further improvements in our key metrics. After the second round of messaging, “Orders/User/Month” climbed to 2.4, exceeding our initial goal of 15%. It’s important to remember that data-driven growth can significantly impact your app’s success.

Campaign Metrics (Final)

• Budget: $5,000 (includes Iterable subscription cost and creative design)
• Duration: 4 weeks
• Impressions: 500,000
• Conversions (Orders): 1,200
• Cost Per Conversion: $4.17
• CTR (Push Notifications): 9.5% (average across all segments)
• ROAS: Approximately 3:1 (based on average order value)

Editorial Aside: Here’s what nobody tells you: in-app messaging isn’t a “set it and forget it” strategy. It requires constant monitoring, analysis, and optimization. Don’t be afraid to experiment with different approaches and iterate based on your results. I had a client last year who thought they could just recycle the same in-app messages every month. Predictably, engagement plummeted after the first few weeks. To avoid this, consider focusing on app growth through user retention.

According to a report by the Interactive Advertising Bureau (IAB), personalized advertising experiences are significantly more effective than generic ones, leading to higher engagement rates and improved brand perception.

Moreover, remember to comply with all applicable privacy regulations, such as the California Consumer Privacy Act (CCPA). Obtain explicit consent from users before sending them personalized messages or collecting their data. The Fulton County Superior Court has seen an uptick in CCPA-related lawsuits in recent years, so it’s crucial to stay on the right side of the law. For more on actionable marketing advice, check out our other posts.

Conclusion

In-app messaging, when done right, can be a powerful tool for driving user engagement and increasing conversions. By focusing on segmentation, personalization, and continuous optimization, you can create highly effective campaigns that deliver real results. The key? Don’t treat your users like a monolith. Speak to them as individuals, and they’ll reward you with their attention (and their orders). So, start mapping out your user segments today – what are you waiting for? You might even consider revisiting your mobile app marketing strategy for 2026.