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BizReport : Mobile Marketing : July 02, 2015

Research highlights effectiveness of in-app messaging

Are you using in-app messaging in your apps? If you don't, you could be missing out on significantly higher rates of user retention and app launches, according to new research by Localytics.

by Helen Leggatt

App marketers that implement in-app messaging are seeing 2 to 3.5 times higher user retention, according to Localytics' latest research. Furthermore, when communication via in-app messages is used there are 27% more app launches compared to those who do not use it - 13.2 opens per month compared to 10.4.

When it comes to monthly user retention, apps with in-app messaging were retaining 46% of users three months after the initial download compared to just 13% for apps that had no in-app messaging.

However, timing and relevancy play a large part in the effectiveness of in-app messaging. While in-app messages do appear to increase retention and open rates, those rates differ greatly based on what triggers the message. Messages that are triggered by a specific action within an app, and are sent at an appropriate time, were found to have, on average, click through rates double the norm.


"There's an outdated belief among app owners that in-app messages are viewed as intrusive or "spammy", said Josh Todd, chief marketing officer at Localytics. "In this new research, we chose to challenge that way of thinking. What our data shows is that - when done right - in-app messages can actually be strategically used to drive increased loyalty and engagement by showing users the true value of an app."

Image via Shutterstock

Tags: apps, loyalty, mobile, research

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