What is mobile in-app?

Mobile in-app is a form of mobile marketing that uses overlay, in-line, or inbox messages to serve personalized content based on a customer’s behavioral patterns within the app.

This type of marketing is effective because it allows for a greater level of engagement and personalization, typically resulting in higher conversion rates. It can also be used to track user behavior and reveal valuable insights about user preferences and interests.

What are the most common mobile in-app use cases?

Welcome / onboarding journey

In-app welcome / onboarding journeys are a powerful way to increase brand adoption. A well-crafted onboarding journey has been shown to increase app retention rates by up to 50%.

Win back inactive users

Mobile win-back campaigns are typically automated to trigger after a customer has been inactive after a predetermined time period. Win-back campaigns are useful for:

  • Driving app usage
  • Driving loyalty
  • Creating engagement and awareness
  • Reducing churn

Drive account creation / profile completion

Profile completion campaigns are an effective means of capturing first-party customer data. This data can be used by marketers to improve personalization, enhance brand loyalty, and improve conversion from acquisition to sales.

Cart abandonment

In-app cart abandonment programs are automated to send in-app messages that nudge a customer toward purchase. These programs are triggered when a customer adds items to a cart either via a brand’s website or in the app itself but fails to complete the purchase. Abandoned cart messages often make use of discounts or time-sensitive offers to encourage customers to complete a purchase.

Birthday app offers

Sending marketing or promotional messaging on a customer’s birthday via email is fairly standard practice. However, using in-app mobile messages such as overlays and inbox notifications can be more engaging, and serve as an effective omnichannel strategy to improve birthday offer conversion.

Inline In-app

Inline In-app allows marketers to deliver in-app messages to users with minimal disruption to their app experience. Whereas most in-app messages take up the full screen or sit as an overlay and require the user to interact in some way to remove it from the screen, Inline In-app messages allow a user to continue with their app experience while still being shown the Inline In-app.

Inbox order confirmation

Communication with your customers post purchase is key to creating a great customer experience throughout the customer lifecycle. While sending order confirmation via push notifications and/or in-app can prove successful, executing this via inbox has a number of added benefits, which include:

  • Increased engagement
  • Improved customer experience
  • Increased loyalty

Push pre-permission

Mailbox providers such as Google, Yahoo!, and Microsoft have their own standards for deliverability, so certain messages might be automatically filtered out before they can reach the inboxes for users of those providers.

Inbox promotions

Mobile inboxes have similar functionality to email inboxes. They allow marketers to deliver relevant, personalized messages directly to an inbox located within the app. Unlike push notifications or in-app messages, mobile inbox messages don’t disappear, which makes them effective for promoting longer term offers.

Mobile in-app campaigns with Emarsys

Emarsys works with leading brands like adidas Runtastic and Babbel to increase acquisition, purchase frequency, average order value, and retention by enabling them to unify customer, sales, and product data that fuels automated mobile in-app campaigns.