According to Venture Beat, the 8th annual MobileBeat, July 13-14, will be exploring the latest strategies and tactics in the mobile space.
While only a third of app marketers currently use in-app messaging, apps that use it tend to get 3.5 times better retention which is one of the three core challenges along with acquisition and monetization. This adds up to a 50% third-month retention of new users.
This data comes from app analytics and marketing platform Localytic’s usage and engagement study.
Localytics says that the problem with in-app messages is often knowing what to send. Content may often be viewed as spam so only a third of app marketers are currently using in-app messaging as art of their mobile engagement strategy. Smart in-app messages should fit into the flow of what users are doing in the app.
“While average engagement with in-app messaging is only 28%, engagement with messages that are triggered by user actions achieve 56% engagement. Once users have started to engage with a triggered in-app message, they’re 4 times more likely to convert than if they get an in-app message at the very start of an app session.”
The study was only done on in-app messaging but push messaging is another option, though opt-ins to push messaging are down on both Android and iOS.
Interestingly, photography and sports apps see the greatest increase in lift in click-through rate at 19% and 14% increase in click-through rate when triggered by a user event.