It should come as no surprise that personalization is a key component to marketing success. According to research*, personalized email campaigns have 29% higher open rates and 41% higher click-through rates than generic messages. Consumers deserve and expect personalization, whether it’s in an email, text messages or in-app messages.
This is definitely the case when it comes to mobile. Users spend 90% of their time on mobile in apps* which is why marketers must create unique, relevant in-app experiences for each user.
Here’s our five tips on how to personalize in-app messages to convert customers and increase brand loyalty.
1. A Friendly Welcome at Onboarding
This is your opportunity to highlight the value of your app. There are two approaches that you can take: a friendly and purposeful welcome message or a quick tutorial.
Regardless of which tactic you use, the overall objective is to showcase a positive first user experience. Your app’s key features and benefits, like the Starbucks example below, should be clear to the user, but you should also offer a clear opt-out option.
- An In-App Template to Showcase User Data
As you onboard more users, it’s inevitable that you will also collect insightful data.
For certain industries like fitness and entertainment, where users are often happy to share their information with friends and on social media, user data can feature in innovative and creative campaigns. A great example of this: Spotify Wrapped.
Every year, Spotify creates a reel of the top songs and artists that a user streamed. The reel includes an image and playlist template within the app. Users can enjoy details on their top song, how many hours of streamed music they listened to and favorite artist.
These pre-built templates are available to the user to share on social media directly from the Spotify app.
3. A Gamified Message for Loyal Users
The in-app experience isn’t just about new users. It’s equally important to impress and engage with loyal users. One way to do this is through a gamified message.
Whether you track reward points in the app or offer a referral scheme, show users appreciation for their loyalty and engagement. That’s what ClassPass did when they gave 10 credits per referral offering. Here’s even more good news: in your effort to reward loyalty, you can impress new and existing customers.
- In-App Information Tailored to a User’s Location
For brands that have global users, app localization can add an extra layer to personalization, particularly if you serve markets in multiple cities or countries.
Personalize messaging based on a user’s location by asking for their zip code or ask them to identify their nearest store. Location can influence how users respond to content and communication and as you expand your user base, tailored information is vital for a positive in-app experience.
- A One-Touch Survey for User Feedback
When you plan to launch a new feature, we recommend sharing an in-app survey. Not only does this allow you to gather and analyze feedback data, as well as tailor questions to different audiences. Segmentation is important as you grow your user base.
While you are future-proofing your app by asking about a new feature, don’t forget that users want value now, so be sure to include questions about existing features in your survey. There’s a reason that they downloaded your app so use these insights to inspire your future plans.
Personal Messaging Lead to Conversions and Happy Customers
Personalization is no longer a nice-to-have. It’s a necessity, especially as it becomes more common. These five tips will help guide you on your path to marketing success. Harness the power of personalization and your customers will get the right message. Check out our infographic for the full list of personalization tips.
Please include attribution to CleverTap with this graphic.
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