The Strengths and Weaknesses of In-App Messaging

Apps are not going anywhere anytime soon. Every day a new app is released. With the influx of apps in the market, the competition becomes fierce, and acquisition is half the battle won. App marketers must go the extra mile to keep users' attention. Approximately 75% of app users churn within 90 days. What can you do to reduce that churn rate? You need to use in-app messaging.

In fact, in app-messaging and push notifications are no longer options; they are a must-have. It is an underutilized tactic that is gaining popularity. You can use in app-messaging with SMS, email, as well as push notifications to improve the user experience.

Communication has improved over the years. If you have an application, using in-app messaging is the best way to communicate with your customers. It is a crucial marketing channel that you cannot miss out on. It also provides an excellent way to engage, inform and sell to users regularly. Additionally, it is a great way to build brand loyalty, increase engagement, and improve the user experience. In-app messaging is a must-have if you have an app.

In this guide, you'll find out more about in-app messaging and its strengths and weaknesses.

What is In-app Messaging?

First, let's start by having a clear understanding of in-app messaging.

The in-app messaging can be triggered by users or automated and can be set up to appear during key points of interactivity. It helps developers to improve the user experience. It is a powerful tool for communicating with your customers and engaging them. The result is an increased response rate and user retention.

The goal of in-app messaging is to give users a simpler user experience and prompt them to act. However, you should use it in conjunction with other tools. In fact, businesses that use in app-messaging increase engagement rates by 131%.

In-app messaging is a technique used to communicate with users while they are on inside the app. The communications are tailor-made and appear at a fixed time with the goal of interacting with users.

It also allows you to interact with your users using your app. You can encourage users to scroll through your blog or suggest products they can add to their shopping cart.

You must design the in-app messages to trigger customer interests and behaviors. For instance, if a user doesn't complete the checkout process, you can send them a 10% off coupon to motivate them to complete it.

Strengths and Weakness of Using In-app Messaging

Using in-app messaging wisely can also reduce the churn rate and give you more opportunities to upsell. Here are the strengths and weaknesses of using in-app messaging


Increased Customer Engagement

With in-app messaging, you increase engagement rates when your customers are using the app. You can guide them to the desired actions they need to take. You can also use in-app stories to increase user engagement.

Have updated content to inform your users regularly by sending promotions and notifications. People spend an average of 52 times a day on their phones, and you can give them a reason to launch your app, which increases engagement.

Improve Customer Retention

In-app messages also provide users with valuable product tips. You should not show users why they should opt-in to the product's suggestion. If implemented properly, in-app messages boost retention by 60 - 74% within 28 days.

No Opt-in Required

You can take advantage of the fact that app users don't require permission to message them. You can, therefore, send them initial messages and speak directly to the people who will take action.

In-app messaging is not like push notification that requires users to opt in. You can reach every user who opens the app.

Seamless Experience

Customers using in-app messaging can send inquiries within the app. It also enables a continuous customer experience that keeps them in touch with the agent who can assist. The customer account on the app identifies them; marketers can use the data to identify customers without requiring customers to repeat the information. Marketing in-app messages and timing is important.

Adapt to Branding

When you implement in-app messaging, it will be part of the user experience. You have to ensure the customer experience is smooth. No one will use your in-app messaging if it takes too long to load. You can customize the in-app messaging to reflect your brand image.

It Allows for a Cross-channel Approach

You can easily combine in-app messages with other communication channels like SMS, email, as well as push notifications. It, therefore, allows you to reach more target audience.

Brand Control

In-app messaging doesn't take users away from what they are doing. When you use it properly, you can deepen the interaction with your brand.


In-app messaging support personalized and customized experience. You can send the in-app messages that are part of the app experience. You also get more ways to personalize the target message to appeal to different customer segments.


The following are some of the weaknesses of using in-app messages.

  • It cannot be seen by people who are not active on the app - If you decide to use in-app messages alone for your communication, you can miss out on most users.
  • They are not great for sharing important information, such as confirmation numbers.
  • Wrong timing of the in-app messages can lead to disrupting users.

Now you know what in-app messaging does for your app. You can start improving your customer engagement, retention, and conversion. To do that, you need the best tools - Bryj can help.

In fact, the Bryj platform has unmatched campaign and marketing tools that are easy to use. We are an extension of your team and can help you digitally transform in weeks, not months.

Bryj Benefits

Here are the benefits you'll enjoy by using the Bryj platform.

  • Full service, low/no code, rapid app development solutions
  • Ongoing support, maintenance upgrades and app store publishing
  • Proven enterprise scale, connectivity, and security

Bryj platform has in-app messaging and marketing tools without the need for an expensive dev team. If you are ready to get started, contact us to schedule a demo.