Push Notifications vs In-App Messaging: Which Is Better for Customer Engagement

In today’s mobile app-filled world, businesses are constantly seeking effective ways to engage and retain customers. Among the many marketing tools available, push notifications and in-app messaging emerge as powerful methods to capture mobile app user interest.

These tools can be used to send messages and interact with customers. Although they deliver timely and relevant information, they significantly differ in approach, functionality, and impact.

We will discuss the meanings, functions, and differences of these powerful tools and provide valuable insights to help you choose the best tool for customer engagement.

Meaning of Push Notifications

Push notifications (push messages/alerts) are pop-up messages that appear on your browser, lock screen or apps. They are used to send messages or other information to customers. Once they appear, they prompt users to take specific actions. Users can receive push notifications even when they are not actively using the app.

Push notifications may include alerts about feature launches, new products, suspicious account activity, update announcements, order updates, special offers, and payment reminders.

When To Use Push Notifications

Push notifications can be used to engage customers in various ways. Here are some use cases regarding when you should use push notifications

To Remind User About Their Cart

Push notifications are the perfect way to reduce abandoned carts. A customer might love a product add it to their shopping cart and then fail to buy it. Push notifications can serve as reminders about the forgotten cart.

For Quick Sales

Push notifications alert customers about giveaways, discounts, exclusive deals/offers, or sales. When these messages pop up, they can encourage customers to make purchases.

Additionally, it helps to reach your customers with relevant updates, which can motivate customers to engage with your offer instantly, increasing sales and customer interaction. Imagine receiving a notification that your favorite dress is 20% off. You’ll be tempted to check it out immediately.

Announce New product

Push notifications are a fantastic way to announce a product to customers. By sending a captivating message about the special features and benefits of your new product, users’ attention will be attracted, thus encouraging them to take immediate action to buy the new product.

For Urgent News Alert

Push notifications are a great way to send urgent messages. They help deliver urgent news at the appropriate time to the right target, which can help build trust with your users. Push notifications can also help generate more revenue by sending useful notifications at the right time.

For Updates Tailored to the Customer

Personalization is key to high customer engagement. Push notifications allow you to send updates and information that are relevant to individual users. You can make your customers feel special by sending a personalized push notification. However, if users experience delayed or missing notifications, clearing their browser cache-whether it's Firefox cache, Chrome cache, or Edge cache-can help resolve the issue and ensure timely updates.

Push Notifications Example and Best Practices

Example: A company offers its newest subscribers a 40% discount on their next purchase when they refer a friend.

When using push notifications, consider these practices:

• Clear and concise messaging: Push notification messages must be short, clear, and informative.

• Timing and frequency: Avoid sending customers too many notifications. Know when to send notifications based on customer behavior and preferences.

• Personalization: Customize your notifications to meet different customer needs, interests, and expectations. Make the content customer-centric.

• Use compelling visuals: Use visuals or graphics that are appealing and can capture users’ attention. A compelling image prompts users to instantly act on or respond to the message.

Meaning of In-App Messaging

In-app messaging or notifications are messages that appear within the app, usually when the user is actively using it. This type of notification is context-specific and is targeted based on users’ behavior and interactions with the app. It helps you communicate and interact with your users within the app.

In-app notifications are designed to be helpful and appear at the times users need them most without appearing intrusive or pushy.

When To Use In-App Messaging

In-app messaging works best for target users who are actively using your app. Here are some cases through which in-app messaging can be adopted to boost engagement rates:

For Onboarding

In-app messaging can be used for onboarding new users. New users are people who are not familiar with your product. They need to be guided and integrated into the different features and functionalities. Through in-app messaging, new users can navigate the ins and outs of the app. Guide new users on how they can use the app and maximize its value.

Through in-app messaging, new users can share information about themselves, their needs, and preferences, which can help in personalization and customer segmentation.

Inform Users About New Features

In-app notifications are a great way to inform your users about new features and updates. Users need to be aware of your new features. Educate them on how to use them and highlight their benefits.

Furthermore, tailor it to their interests, and encourage them to explore the new product’s features in the app.

Immediate Feedback Requests

Adopt in-app messaging to gather valuable insights, opinions, and feedback about your product. Once users are done with a task, you can ask them to rate their experience or answer a quick survey question. The information provided can be used to improve customer engagement and experience.

The information can be collected through surveys and polls.

To Showcase Exclusive Offers

Use in-app notifications to announce or showcase promotional offers, deals, discounts, and exclusive promos.

In-app Messaging Example and Best Practices

Example: A social media app uses an in-app notification to inform a user that they've received a new message or friend request.

Here are some best practices to follow when using in-app notifications:

• Timing: Don't bombard users with in-app notifications while they're trying to complete a task.

• Keep it relevant: In-app notifications should be tailored to the user's current activity within the app. Track their behavior and habits to aid in sending personalized content.

• Offer value: Every in-app notification should provide some kind of value to the user. This could be new information, helpful guidance, or exclusive content.

• Don't be disruptive: In-app notifications should be subtle and non-intrusive. A small pop-up message or banner usually works best. For more on this topic, see our

  guide on product launch communication plans

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