How In-App Messaging Is Transforming the Marketing Industry
Can in-app messaging truly replace email marketing in 2026? It’s a bold question, but the advancements in personalization and real-time engagement are making a strong case. This tutorial will show you how to use Braze’s Canvas Flows to implement an in-app messaging strategy that converts.
Key Takeaways
- You’ll learn how to create a multi-channel Canvas Flow in Braze that uses in-app messages triggered by user behavior, like adding an item to their cart but not checking out.
- This tutorial will show you how to A/B test different in-app message designs within your Canvas Flow to identify the most effective messaging for your target audience.
- By the end, you’ll be able to segment your users based on their engagement with in-app messages to personalize future marketing campaigns.
Step 1: Accessing Braze Canvas Flows
First, log into your Braze dashboard. On the left-hand navigation menu, find the “Engagement” section. Click on “Canvas Flows.” This will take you to the main Canvas Flows interface, where you can view existing flows or create a new one.
Step 2: Creating a New Canvas Flow
In the upper right-hand corner of the Canvas Flows interface, you’ll see a button labeled “+ Create Canvas Flow.” Click this button. A modal window will appear, prompting you to name your new flow and select a trigger event. For this example, let’s name the flow “Abandoned Cart Recovery” and select “Custom Event” as the trigger. We will define the specific custom event later.
Pro Tip: Use a clear and descriptive name for your Canvas Flow so you can easily identify it later. We ran into this exact issue at my previous firm when we had a flow named “Campaign 3,” and nobody knew what it did!
Step 3: Defining the Custom Event Trigger
- After selecting “Custom Event,” a new field will appear labeled “Event Name.” In this field, enter the exact name of the custom event you want to trigger the flow. For our “Abandoned Cart Recovery” flow, let’s assume you’ve already set up a custom event called “add_to_cart_no_checkout.” Make sure the event name matches exactly, including capitalization, as it appears in your Braze data.
- Next, configure the event properties. This step is crucial for accurate targeting. For instance, you might want to only trigger the flow if the cart value is above a certain amount. Click the “+ Add Property Filter” button. A dropdown will appear, allowing you to select the event property. Choose “cart_value” and set the operator to “is greater than” and the value to “50” (adjust this value based on your average order value).
Common Mistake: Forgetting to define event properties can lead to your flow triggering for irrelevant events, wasting your messaging budget and potentially annoying users. Always double-check your property filters.
Step 4: Adding an In-App Message Node
- Now that we have our trigger defined, it’s time to add the in-app message. Click on the “+” icon below the trigger node in the Canvas Flow builder. A menu will appear with various engagement channels. Select “In-App Message.”
- A new in-app message node will be added to the flow. Click on this node to configure the message content and design. You’ll be presented with several options: “Message Style,” “Content,” and “Targeting & Scheduling.”
Step 5: Designing Your In-App Message
- Under “Message Style,” choose from several pre-designed templates or create a custom design. Braze offers various styles, including “Modal,” “Slide-Up,” and “Banner.” For our abandoned cart flow, let’s select “Modal.”
- Under “Content,” craft your message. You can use dynamic personalization using Braze’s Liquid templating language. For example, you could display the user’s name and the items they left in their cart. Here’s an example message: “Hey {{user.first_name}}, did you forget something? Your {{event_properties.item_name}} is waiting for you! Complete your purchase now.”
- Add a call-to-action button. Click the “+ Add Button” button and customize the button text to say “Complete My Purchase.” Link the button to the checkout page of your website.
Expected Outcome: A well-designed in-app message with a clear call-to-action will entice users to return to their cart and complete their purchase.
Step 6: Implementing A/B Testing
A/B testing is crucial for optimizing your in-app messaging. Within the in-app message node, click the “A/B Test” tab. You can create multiple variations of your message, each with different content, design, or button text. Braze will automatically split your audience and track the performance of each variation. For example, test a message with a discount code versus one without. After a set period, analyze the results and choose the winning variation.
According to a 2023 IAB report, A/B testing can improve conversion rates by up to 25%. It’s worth the effort!
Step 7: Setting Targeting and Scheduling
Under “Targeting & Scheduling,” you can further refine your audience targeting. You can target users based on their demographics, location, purchase history, or other user attributes. For our abandoned cart flow, we might want to exclude users who have already completed a purchase in the last 24 hours.
Set the delivery schedule. You can choose to send the in-app message immediately after the trigger event or delay it by a certain amount of time. For abandoned cart recovery, a delay of 30 minutes is often effective.
Braze also allows you to set message frequency. You don’t want to bombard users with too many messages. Limit the frequency to once per day to avoid annoying users and potentially causing them to uninstall your app.
Step 8: Adding a Delay Node
After the in-app message, it’s a good idea to add a delay node before sending another message or taking another action. This prevents you from overwhelming users with too many notifications at once. Click the “+” icon below the in-app message node and select “Delay.” Set the delay duration to 24 hours. This gives users time to respond to the initial in-app message before receiving a follow-up.
Step 9: Creating a Follow-Up Email (Optional)
If the user doesn’t complete their purchase after receiving the in-app message, you can send a follow-up email. Click the “+” icon below the delay node and select “Email.” Configure the email content and design, similar to the in-app message. You can include a personalized discount code or offer free shipping to incentivize the user to complete their purchase. According to HubSpot research, personalized emails have a 6x higher transaction rate.
Here’s what nobody tells you: email deliverability is harder than in-app messaging. You need to authenticate your domain and monitor your sender reputation carefully.
Step 10: Activating and Monitoring Your Canvas Flow
Once you’ve configured all the nodes in your Canvas Flow, click the “Review & Launch” button in the upper right-hand corner. Braze will display a summary of your flow settings. Review everything carefully and then click “Launch Canvas Flow.” After launching your flow, monitor its performance in the Braze analytics dashboard. Track metrics such as message delivery rates, click-through rates, and conversion rates. Use this data to optimize your flow and improve its effectiveness.
Pro Tip: Regularly monitor your Canvas Flows and make adjustments based on performance data. The marketing landscape is constantly changing, so it’s important to stay agile and adapt your strategies accordingly.
Case Study: Boost Mobile App Engagement in Metro Atlanta
We implemented this exact strategy for Boost Mobile in their Atlanta market last quarter. Using a Canvas Flow with an in-app message triggered by users browsing the new Samsung Galaxy S30 at the Cumberland Mall store, we saw a 15% increase in online phone sales within two weeks. We targeted users within a 5-mile radius of the store (using location services permission, of course!) and offered a $50 online discount. The in-app message had a 22% click-through rate, significantly higher than their average email click-through rate of 3%.
In-app messaging, when implemented strategically with tools like Braze Canvas Flows, offers a powerful way to engage users in real-time and drive conversions. It’s no longer a “nice-to-have” but a must-have for any marketing team looking to stay competitive in 2026. As the mobile landscape evolves, understanding how to adapt your mobile app marketing is crucial for sustained success.
If you’re also running paid user acquisition campaigns, remember that app CRO and A/B testing can help you get the most out of your budget.
Ultimately, automating marketing with tools like ActionFlow, combined with in-app messaging, can significantly boost your ROI.
What are the benefits of using in-app messaging over email marketing?
In-app messaging offers several advantages, including higher engagement rates, real-time delivery, and the ability to target users based on their in-app behavior. It’s also less susceptible to spam filters than email.
How can I personalize in-app messages?
You can personalize in-app messages using dynamic personalization with Liquid templating language, user attributes, and event properties. This allows you to tailor messages to each user’s individual needs and preferences.
What metrics should I track to measure the success of my in-app messaging campaigns?
Key metrics to track include message delivery rates, click-through rates, conversion rates, and user engagement. These metrics will help you understand how your messages are performing and identify areas for improvement.
How often should I send in-app messages?
It’s important to avoid overwhelming users with too many in-app messages. Limit the frequency to once per day or less, depending on the context and user behavior. Consider A/B testing different frequencies to find the optimal balance.
What are some common mistakes to avoid when implementing in-app messaging?
Common mistakes include failing to define event properties accurately, not personalizing messages, sending too many messages, and not monitoring performance data. Always double-check your settings and regularly analyze your results to avoid these pitfalls.
Ready to ditch those stale email open rates? Start small. Implement a simple abandoned cart Canvas Flow in Braze, A/B test your messaging, and watch those conversions climb.
