In-App Messaging vs. Push Notifications - What’s the Right Choice?

What kind of user are you? The one who reads every notification, the one who immediately taps them away, or the one who doesn't even allow them in the first place? For whatever answer you choose, you can bet that product teams out there are devising a notification strategy to harness your engagement.Notifications are some of the primary channels for user communication. In-app messages, for example, appear while users are active within your app, providing targeted information and interactions. Push notifications, on the other hand, reach out to users outside the app environment, potentially drawing them back into it. While both in-app and push notifications can significantly drive user engagement, their applications and impacts differ significantly. This blog post explores the nuances of each method, debating their effectiveness from various perspectives crucial for product teams.Let’s get into it.

Comparing in-app messaging and push notifications.

Notifications are like anchors that tie users to digital products. Although succinct, notifitications have the power to drive action, provide guidance, communicate news, changes, alerts, and other information that will improve user experience or drive engagement.When considering in-app and push notifitications, the question is not whether you should choose one or the other; both are vital drivers of user retention and, if used adequately, will turn every user into the type who reads every notification.

Reach and visibility: Advantages and limitations of each.

Imagine that instead of crafting short messages for users, you are writing signs for customers at a physical store, like a coffee shop. Outside, you place signs inviting passerbys in, maybe even enticing them with a promotion or new item on the menu. Inside, your signs have many roles: they point towards the restrooms, announce daily specials, enable customers to use the wifi, and more.Similarly, in-app messages and push notifications each have a role that they’re best used for.

In-app messaging: Engage active users.

In-app messages are only visible to active users, providing contextual guidance or information that is relevant to a particular moment in their journey. These messages harness direct engagement within the app, leading to immediate actions and deeper interactions. For example, a user opens the app for the first time after a big UI update. You welcome them with a pop-up in-app message that communicates the update and links to the announcement post in your changelog or blog, where users can find more information, watch videos, and read documentation.Despite its ability to engage users in active communications, in-app messaging has limited visibility, as it’s only seen by those already using your app.

Push Notifications: Invite more users online.

Capable of reaching a broader audience, push notifications alert users regardless of their in-app activity. They have broad capabilities and are instrumental in re-engaging users who haven’t opened the app in a while or reactivating users who quit before completing an important action.Other than acting as a lever for user activation, push notifications can also be used as a product marketing channel. Leveraging the excitement and novelty to new feature announcements and enticing users with product enhancements will both lead to higher activation rates and promote product updates.However, you should proceed with caution. Push notifications can sometimes be perceived as too intrusive or frequent.

Timing and context: When to use in-app messages vs. push notifications.

We’re back at your coffee shop. During lunch hour, you offer a combo deal for customers who order a sandwich, a drink, and a pastry. What would be the best strategy to communicate this deal in your outdoor and indoor signage?First, consider timing. Updating your signage throughout the day increases your chances of attracting customers with peak hour deals.On your chalkboard outside, your message should be straight forward: special deal inside, list the items, show the price. Your goal is to peek the interest of hungry passerbys.Inside, you want to make sure that you make the sale and possibly make the customer return. You can have additional signage simply highlighting the deal, including images of the items in the bundle, or more information about the options offered.With in-app messaging and push notifications, context and timely are equally important.

In-app messaging: Guidance and user experience.

In-app messages are best received and consequently more engaging when triggered by specific actions. For example, when a user clicks or hovers on the icon of a new feature, an in-app notification can provide relevant guidance, and next steps, like testing the feature or viewing a tour.Developing and implementing trigger-based messages can be a hassle for engineering teams, so leveraging a user communication tool like Beamer can be the solution. Beamer’s In-app Notification Center allows you manage multiple messages at once, which will be necessary if you’re properly using the segmentation features to set triggered messages.Contextual guidance can significantly elevate the user experience, enabling users to quickly and continuously find value in your product.

Push notifications: News and noteworthy.

Like outdoor signs, push notifications are crucial for communicating time-sensitive information, such as updates, promotions, or reminders, that can bring users back into the app. They serve as a nudge for users to engage with the app at strategic times.Instead of using action triggers, you can increase the effectiveness of push notifications with a different segmentation strategy. Notify users with messages that are relevant to how they interact with your product over time, using behavioral or activity data to craft messages that hit users on the right spot.Product teams that use Beamer Changelog often leverage product enhancements to reawaken dormant users, or offer special deals to high-intent leads.

Engagement and interaction: Effectiveness of each communication method.

The engagement rate it not always a fair metric to use when measuring the effectiveness of push notifitications, specially when comparing to in-app messages. Although they generally see lower engagement rates, they can excel in other areas where in-app messaging falls short. The best approach to analyzing the success of in-app messages and push notifications is to associate a goal and a target metric for each message you broadcast.Let’s break it down.

In-app messages: Drive specific actions.

In-app messaging typically sees higher engagement rates as it benefits from immediate relevancy. Capturing users’ attention when they’re active makes it the perfect moment to drive an action or interaction.Collecting feedback in-app when users are online and, better yet, hitting a success streak, increases response rates and the quality of the feedback. With Beamer NPS, we’ve consistently noticed that users are more likely to leave positive feedback when the survey appears after they successfully complete a task.

Push notifications: Copy is everything.

In contrast, push notifications might get ignored or turned off if they fail to offer value beyond a simple alert. The challenge lies in crafting push notifications that drive engagement, so the strength is in the copy.In a push alert, you only have users’ attentions for a split second. Your message must be succinct, but most of all, it needs an immediate hook. A popular strategy used by many e-commerces or shopping apps is to send users who abandon their carts a push-notification nudging them to complete their orders. With catchy or alerting titles (“Your summer closet is still waiting”,“This dress is almost gone”), they bring users back into the app or website to convert.Great copy can be valuable even when the push notification doesn’t generate engagement. Never underestimate the long-term impact that consistently grabbing an extra split second of users’ attention can have.

Personalization and targeting: The tools and data to use.

As we’ve said before, timing and context are extremely important for the effectiveness of both in-app messaging and push notifications, and both are only possible when messages are targeted and personalized.

In-app messaging: Personalize based on user behavior.

User journeys are dynamic and depend on multiple factors, like the goals and needs of the user, their technical proficiency, individual habits, and more. When in-app messages are not targeted and personalized, they become irrelevant nuisances that disrupt users and can lead to dropoff.With Beamer’s segmentation features you can leverage user behavior data to create segments and target in-app messages that communicate relevant product updates and provide useful support resources.Many product teams that leverage Beamer use behavior traits like a user’s preferred content or features to craft and deliver personalized in-app notifications with product updates, announcement, and content suggestions.

Push notifications: Personalize based on user profiles.

Push notifications reach broader audiences, but can still benefit from having target and personalized messaging. User data from past interactions, individual preferences, and demographics are some of the most common segmentation parameters.When coordinating a product launch communication plan, product teams typically devise an announcement strategy that includes push notifications. When dealing with customers all over the world, this GTM communication strategy needs to consider different timezones and peak hours.A tool like Beamer can also help coordinate product launch communication plans, allowing you to segment users based on location and time notifications accordingly.

Impact on user experience and retention: A double-edged sword.

As we’ve consistently shown, effective in-app messaging and push notifications can significantly enhance the user experience by providing relevant, timely information that adds value to the interactions with your app or wesite.Alternatively, poorly timed or irrelevant messages can detract from the user experience, potentially leading to dropoffs and, in the worst case, cancellations. Hopefully, following the best practices below will help you achieve better than expected results, providing a stellar user experience that breeds high long-term customer retention rates.

Best practices for in-app messaging and push notifications.

Using in-app messaging and push notifications effectively requires more than just choosing the right words; it demands a strategy that respects the user’s time and intelligence. Here, we outline best practices to ensure that your communication is not only heard but also appreciated.

Designing compelling and relevant messages.

Craft messages that speak directly to the user’s needs and interests. Whether it’s a brief notification or an elaborate in-app message, the content should be compelling and provide clear value or direction.

Clarity and conciseness: Keep messages short and to the point. Users should be able to understand the message at a glance, especially for push notifications.

Value proposition: Every message should offer clear value. Whether it's an exclusive offer, important update, or useful information, the message should be relevant to the user's interests and needs.

Strong call-to-action (CTA): Include a compelling CTA that guides users on what to do next. Whether it's “Learn more,” “Buy now,” or “Get started,” the CTA should be direct and easy to follow.

Segmenting users and targeting messages accordingly.

Divide your user base into meaningful segments based on behavior, usage patterns, and user demographics. Tailored messages resonate better and can drive significant improvements in engagement metrics.

User behavior: Segment users based on their interaction with your app. For example, users who frequently use a particular feature might receive different messages from those who have not used it yet.

Demographic data: Utilize demographic information to tailor messages, such as location-specific offers or age-appropriate content.

Lifecycle stages: Recognize where each user is in the customer lifecycle (new, active, at-risk of churning) and tailor messages to suit their specific stage.

Monitoring and analyzing performance metrics.

Keep track of how different messages perform across segments. Metrics like open rates, conversion rates, and time spent in the app after receiving a message are critical for understanding impact.

Engagement metrics: Track open rates, click rates, and conversion rates to measure how well your messages perform.

Retention rates: Analyze how notifications affect user retention. Are users who receive notifications more likely to return to the app?

Opt-out rates: Keep an eye on how many users opt out of receiving notifications. High opt-out rates might indicate that your messages are perceived as intrusive or irrelevant.

Implementing A/B testing to optimize messaging strategies.

Regularly test different versions of your messages to refine tone, timing, and content. A/B testing helps identify the most effective strategies for engaging users and encouraging desired actions.

Message variations: Test different versions of messages to see what resonates best with your audience. Variations can include differing texts, CTAs, images, or timing.

Timing and frequency: Experiment with the timing and frequency of messages. The optimal time of day or week can vary significantly among different user segments.

Personalization elements: Test the impact of personalized messages versus generic ones. Personalization can be as simple as including the user's name or as complex as recommending products based on past behavior.

Challenges and considerations for implementing in-app messaging and push notifications.

Implementing in-app messaging and push notifications effectively comes with a set of challenges and considerations. Understanding these can help product teams anticipate potential issues and develop strategies to maximize the effectiveness of their communication efforts.

Common challenges.

From over-messaging to under-engaging, the pitfalls of digital communication can lead to user churn. Users may feel overwhelmed by excessive notifications or underwhelmed by irrelevant content. Here’s what to avoid and look out for.

User overload: One of the biggest challenges is avoiding notification fatigue. Users who receive too many notifications can become overwhelmed, which can lead to them ignoring messages or disabling notifications altogether.

Relevance and timing: Sending messages that are not relevant to the user or poorly timed can lead to frustration and disengagement. It's crucial to ensure that the content is appropriate for the user's current context and stage in the journey.

Technical integration and reliability: Implementing a seamless and reliable notification system requires significant technical effort. Issues such as delayed messages, failed deliveries, or notifications that lead to crashes can harm the user experience.

Opt-in rates and permissions: Especially with push notifications, managing opt-in rates can be challenging. Users often deny permissions for notifications if they are not convinced of the value, reducing the reach of direct communication efforts.

Cross-platform consistency: Ensuring a consistent experience across different devices and operating systems can be difficult. Different platforms have different design guidelines, features, and limitations for notifications.

Regulatory compliance: Navigating the legal aspects, such as GDPR in Europe or other data protection laws, requires careful consideration. Failure to comply can result in hefty fines and damage to the company's reputation.

Strategies for overcoming challenges and maximizing effectiveness.

To mitigate these issues, implement a user-first communication policy that prioritizes relevance and respects the user’s attention. Regularly review your strategies based on user feedback and analytics to adapt and evolve your approaches.In every iteration, you should:

Prioritize value and relevance: Make sure every message sent is both valuable and relevant to the recipient. This involves deep understanding of user data, preferences, and behavior.

Segmentation and personalization: Use data analytics to segment users effectively and tailor messages to match their behaviors and preferences. Personalization can significantly increase the engagement and effectiveness of notifications.

Optimize timing: Leverage analytics to understand the best times to send notifications, which can vary widely among different user segments. Avoid sending notifications at times when they are likely to be disruptive or ignored.

Encourage opt-ins: To improve opt-in rates for push notifications, clearly communicate the benefits of opting in. Consider using in-app messages to explain the value of push notifications before prompting users to enable them.

Test and iterate: Regularly test different strategies for content, timing, and frequency of notifications. Use A/B testing to refine approaches based on real user responses.

Monitor performance metrics: Keep track of key performance indicators (KPIs) such as delivery rates, open rates, conversion rates, and opt-out rates. These metrics will provide insights into what works and what doesn’t.

Maintain transparency and trust: Be clear about what data is collected for notifications and how it will be used. Providing users with easy options to manage their preferences can help maintain trust and compliance with data protection regulations.

Design for scalability: Ensure that your notification system is designed to scale as your user base grows. This involves not only technical scalability but also the ability to segment and personalize at scale.

Beamer can help you implement many of these strategies while crafting on-brand and on-point in-app messages and push notifications that always get noticed. Learn more about Push Notifications and our In-App Notification Center, or create a free account to get started right away.