Sending a mobile message can be as simple or as complex as you want it to be. It could be as easy as writing a few words and pressing send to all your users at once, but if you’re intent on boosting conversions and increasing ROI, there are a lot of factors to consider when crafting and sending the perfect mobile message.
We’ll break down the basic mobile messaging channels and how to use each one, then dissect the anatomy of the perfect mobile message and provide a step-by-step guide on what to do before pressing send.
Mobile Messaging Channels
Most of us know that push notifications are the little alerts that buzz our phone endlessly throughout the day. A few things to know about push notifications:
- They require permissions access from the user
- They reach users outside of an app in the mobile moment
- They are capable of deep linking and driving users to specific app content
Push notifications are great for alerting shoppers to a flash sale or travelers to flight updates. Push is the channel for timely and relevant alerts.
An in-app message is any alert or notice sent to your users within the app itself. A few things to know about in-app messages:
- Users will only see them inside of the app (unlike push notifications)
- Users can engage with or dismiss them — they are not permanent
- They can work in tandem with push (i.e. a push can deep-link to an in-app message)
In-app messages are useful for notifying gamers about special events or for priming users for push permissions. Similarly, Kurve suggests using an in-app message to prompt users to leave a review. This is the channel for onboarding, tutorials, and promoting in-app content.
Your app inbox is a newsfeed of information for your users. A few things to know about app inbox:
- It is a persistent container of messages and notifications that does not disappear (unlike push or in-app messages)
- It houses past notifications so users know where to look for updates and news
- It does not require permissions or engagement — you will always reach 100 percent of your audience
App Inbox is a great place to store reminders of on-going events, such as sales or special offers. This is the channel for long-lasting messages and in-app events.
Using email as a channel is another way to reach users outside of your app. A few things to know about email:
- It can be used to reach users who opt-out of push notifications
- It can reach dormant users who haven’t used your app recently
- It integrates easily with your other messaging channels to reach a breadth of users
Email can help combat shopping cart abandonment and is another way to reach users outside of your app when push may reach your whole audience. This is the channel for re-engaging dormant users and reaching users opted out of push notifications.
Step-by-Step Guide to Creating and Sending Mobile Messages
1. Choose a Channel
Using the guide above for reference, ask yourself the purpose of your message. Does it provide timely information? Does it engage users inside or outside your app? Does it provide information for the long-term? Is the purpose to re-engage dormant users?
Determine the function of your message, then select the channel from the options above that will best serve those needs.
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2. Customize the Content
What should you include in the message itself? This is a broad question that can include the intended copy, images or other media, or even emojis. But consider also the type of content to include.
Personalized content can boost push notification open rates by up to 800 percent. Customizing your message content to include personalized information such as a user’s name, app achievements, or saved items, could mean the difference between an opened or dismissed push notification.
3. Select the Delivery Method
After selecting the channel and the content, next you have to choose how you’re going to deliver the message to your users. You can be sent it manually or schedule it by time zone, or you could use a machine learning algorithm like Optimal Time that automatically schedules messages when users are most likely to open based on their previous app history. Optimal Time results in open rates 3x that of those scheduled by time zone and is another way to personalize your messages to the individual user.