Only about one third of app developers are using in-app messaging in their products.
The ratio could soon change – once the remaining two thirds realize that user retention for the first third is 3.5 times higher.
This figure contributes 50% to the monthly rate of attracting new customers, which is quite a high one for the crazy app market where people could install a new fashionable app to use it just a couple of times before removing it.
The figures were taken from the survey on usage and engagement conducted by the Localytics marketing and analytics agency.
In-app messages are made on the basis of what users discuss
The biggest problem of in-app messages is knowing exactly what kind of advertising message should be sent, believe Localytics analysts.
One of Localytics business analysts thinks that many app owners spend a lot of time thinking how to create content that would not look like spam or would not seem off-putting for users. This makes it clear why only one third of marketers use in-app messaging to engage users, apart from other strategies.
In most cases, in-app messages are made on the basis of what users discuss, reckons Hoch. These messages are not usually meant to be random, they are generated because there had been enough key words for their appearance in the chat and these in-app messages are meant to get an advertising message across to the chatters without annoying them or getting them to think it is spam. Alternatively, for example, it could be the case when a delivery service knows the exact time when the order was delivered and now it asks the users to estimate the quality of the services provided.
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