Tips and Tricks for Using OpenBack’s Mobile App Inbox Newsfeed
The mobile app inbox effectively functions as an in-app newsfeed, streaming useful content to your users without using the at-times disruptive format of a pop-up notification. Your mobile app inbox is a targeted stream of rich, personalized content that your users can engage with at whatever moment is right for them. What’s more, it functions similarly to an email inbox in that users can go back to access content whenever they wish.
OpenBack’s app inbox is a standard feature of our platform, which all our customers have full access to at no extra cost. Below we will walk you through some of the tips for using app inbox in tandem with push notifications and in-app messages to provide your user with a dynamic and engaging app experience.
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Use Mobile App Inbox for Onboarding and Educating New Users
App inbox is a crucial part of a multichannel mobile engagement campaign, particularly for contacting customers who haven’t signed up to receive push. Similar to Apple’s provisional notifications for iOS devices, content designated for the app inbox go through without alerting app users. And then they stay archived in the inbox page, available for users to access whenever they feel the need to.
As such, mobile app inbox serves as a perfect message center for keeping evergreen content, or content that educates the user in certain use cases for your app, without actually being part of the app’s utility. For example, it’s ideal for curating tutorials and app walk-throughs, such as a guide to the onboarding process. You can also keep an introductory map or guide to the different pages of your app, explaining for new users all its different features and capabilities, including deep links for quick access.
For information that isn’t urgent enough to warrant a push notification, and which you want your user to be able to read at their leisure, app inbox can serve as an in-app mobile newsfeed for app updates, news, and related content.
Mobile App Inbox for Promotions
Push notifications are the ideal means of conveying discount codes and promotions for instant, blink-and-you’ll-miss-it sales. But when you have more of a slow-burn promotion that you want customers to mull over, and perhaps avail of multiple times, app inbox serves as an in-app bulletin board so your user can be periodically reminded of your sale. You can archive multiple sales promotions in your mobile newsfeed, with the most time-sensitive one pinned to the top.
Put Thought into Design and UX
There’s nothing more offputting to an app user than a wall of plain text. That’s why it’s worth your while to invest in an engaging visual design for your mobile app inbox. Think of a mobile version of a social media newsfeed: filled with various different combinations of text and rich media, which the user can scroll through to navigate between different features. Many apps use a carousel framework, allowing users to navigate quickly through different images with descriptive captions. Braze provides a scrollable pieces of content, which they call Content Cards, to provide a layout that’s easy for users to find what they’re looking for.
The aesthetic and flair of your app inbox may depend on the function of your app… For example, a banking or finance app will likely have a straightforward, no-frills design. Meanwhile, there is much more scope for getting creative and designing a fun layout for a mobile game or a kids’ learning app. Make sure whatever layout you decide on complements the content, is easy and intuitive to navigate, and boosts user experience.
As With Push Notifications… Personalize!
Studies have shown that the average open rate of mobile app inbox notifications outstrips push notifications, at 22% CTR. However, that’s no excuse for getting complacent and sending generic app inbox messages. The more you personalize, the more results you’ll see for your campaign. And another benefit of app inbox is that, given you can format your messages as full-page content, there’s far greater scope for personalization than push notifications – which are designed to be quick, bite-sized attention grabbers – provide. App inbox lets you go into more detail and provide users with the information that’s really valuable to them, without worrying you might exceed a character limit.
Ultimately, the mobile app inbox is the perfect way to engage users who have either disabled or not yet opted-in to receive push notifications. It serves as a centralized, easy-to-find storage center for longer-term or evergreen content that will help users get the most out of your app. And, best of all, it lets your user interact with your message on their terms, at the moment they’re most ready to gain value from it. (Unlike push notifications, where so much relies on pinging the user at the exact right moment, which is one reason behind traditional notification’s less-than-stellar open rates.) If you message your user about a weekend sale at a time that isn’t convenient for them to give their full attention, they can swipe away and access the announcement later in the app inbox at their leisure.
To learn more about mobile app inbox and the customizable newsfeed features OpenBack offers as part of their standard mobile engagement subscription at no extra cost, get in touch with one of our experts.
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