What are the in-app notifications?
One of the best ways for a marketing team to keep your existing customers is through the proper and efficient use of in-app notifications.
As the word suggests, in-app notifications are messages that you can send to your users within the app itself. In other words, users will only receive these messages if they are currently using the app. The goal of such messages is to encourage and motivate users to continue using it. For an in-app application to be successful in this regard, your marketing team must think carefully and shape the messages depending on the experience of the users themselves. Bombarding users with too much information at once can discourage and lead to a complete stoppage of its use.
On the other hand, giving a basic guide to an experienced customer leaves the impression of a company’s apathy towards the improvement of the user. Such an impression leaves negative consequences that can lead to an increase in the churn rate.
- In-app notifications are designed to guide and help users for the optimal experience
Difference between in-app and push-app notifications
There are two main types of notifications for SaaS applications. In-app and push-app notifications. First type of notification should be distinguished from later push notifications SaaS. Although both types have a similar goal, which is to retain users and thus increase Lifetime value (LTV), there are still significant differences between them.
Push notifications can be sent by app creators even when the user is not using the app.
Secondly, they target different kinds of customers. Push-up notifications target those who are currently not using the app.
Thirdly, users always have the option to choose whether to allow push-up applications to arrive or not.
So, the basic characteristics of in-app SaaS notifications are:
- To guide and assist users
- Can only be sent when the user is using the application
- In-app messaging only works if the app is open
- The app provider reserves the right to decide whether users receive in-app notifications or not
Importance of In-app notifications
The significance of in-app notifications lies in its ability to improve the most important metrics of any SaaS business by which the success of an application is measured. These metrics represent the measuring stick on which the success of an application is judged upon. Proper implementation means that your marketing team knows exactly what kind of user they are sending the notification to. Whether it is a beginner or an experienced user is of primary importance for the content of the notification itself. From suggestions to guidelines, in-app notifications task are to improve:
- Boost usage of the application
- Increase LVT
- Increase retention rate
Tips to improve your in-app notifications
Every customer is unique in his/her own way, but there are certainly some common characteristics among them.
- Divide your SaaS buyer personas into the different segments
In-app notifications are not the only tool available for your marketing team. There are other forms of messages such as emails, social media, push-up notifications.
- Harmonize your marketing efforts
Less is more in this case meaning communicate with your customers only if you have a true value to share.
- Don’t flood them with too much information
Always keep in mind that the best kind of in-app notifications is the ones who are helpful to your customers. Tailor them depending on their needs!