5 In-App Messaging Techniques to Increase Click-Through Rate

Myroslav Protsan

The success of your app depends on your ability to effectively communicate with your users. In-app messages have become a valuable tool for achieving the goal. They enable marketers to send timely and tailored notifications directly within the app interface, making communication more friendly and effective, and personalized experience more smooth. 

In this article, we will explore five effective techniques for in-app messaging that can greatly increase your click-through rate and enhance user loyalty. Whether you have experience in marketing or are new to the world of mobile app engagement, these strategies will assist you in improving the effectiveness of your in-app messaging campaigns.

Why Are In-App Messages Crucial for Your Mobile App?

According to Statista research, as of today, over 5.2 billion people signed up for mobile services. By 2025, there should be almost 5.8 billion unique mobile users around the world. In app communication gives you a unique chance to talk to users in real-time and deliver relevant information, support, and other essential conversations while they are using your app. With such a feature plus a billion-strong audience, imagine what a powerful tool it is.

With this aspect, in-app messages benefits are: user onboarding gets improved, interactions are more personalized, and users are directed toward certain behaviors, all of which enhance engagement and loyalty. In-app communication smoothly blends into the user experience, making them less intrusive while still being efficient at delivering important information.

In-App Messages or Mobile Push Notifications: What to Choose?

Choosing between creating in-app notifications and mobile push messages is not a situation where there is a single solution that works for everyone. Every approach has its advantages and scenarios in which it can be practical. 

Mobile push notifications can catch users' attention even when users are not interacting with the app. On the other hand, in-app messaging is specifically designed to be relevant to the context and time, making the user experience non-disruptive. 

That’s why, when these two methods are combined, they often produce the best outcomes by offering users both immediate and appropriately situated communication. And again, there is no general rule; test what will improve your app’s key metrics.

Now let’s move to techniques and in-app messaging examples you can use to intrigue and engage users.

1. Utilizing Live Activities on a Lock Screen

Live activities on the lock screen mean displaying ongoing activities or time-sensitive offers before users open the app or while the app is active, but the screen is locked.

For example, this new connection between push notifications and in-app messages from Uber made the users fascinated — instead of receiving standard dozens of alerts of “Driver is on his way,” “Driver will be in 10 minutes,” “Driver is almost there,” etc (like the screenshot below), users now see an interesting live update.

Used to be:


This example of an in-app messaging platform makes the user experience even more seamless and grows loyalty among the audience.  

Tips on implementing:

  • Make it simple yet informative. The Live Update feature should replace a number of messages, not “yet another” message on the lock screen.
  • Address the event's or offer's time-sensitive aspect to generate a feeling of urgency and inspire fast action of opening the app.
  • Direct visitors to the relevant app section or activity using a compelling CTA.

2. Celebrating a User’s Important Achievements

When users reach major app-based benchmarks or goals, the app can notify the user with a heartfelt message, relevant offer, or a discount. Choose wisely.

These texts make people feel good, keep them coming back, and make the app more fun. Users are more likely to keep interacting, which leads to a longer time spent on the site and a stronger emotional bond. Personalized texts also show that the user's trip is important. In the end, celebrating successes makes users happier, gets them to share, and helps people think well of a brand, just like Duolingo does.

Tips on implementing:

  • Identify the most important user milestones that fit with your app's goals and user journey based on user segments. These could be things like finishing a level, getting a reward, hitting a certain number of points, or reaching a certain goal. Make sure the milestones you pick are important to users and add to their general app experience.
  • Adjust the notification to reflect the user's journey and the exact accomplishment being recognized. Don’t make the text generic.
  • Use game-like features such as fireworks graphics, digital rewards, and progress bars to the message. These factors add a feeling of excitement and entertainment, and this is a good addition to the context.

3. Reminding about Abandoned Actions

Users who didn't finish certain tasks, like buying something or filling out a form, are prompted to do so by these clues. By addressing actions that were left unfinished, your app shows that it values users' time, reduces frustration, and makes it more likely that wanted actions will be completed. This focus on the customer improves how people see the company and how much they feel attached to the brand. Wizzair’s in-app message is quite vivid: what info the user has forgotten to fill in, why should the user share this info, and what value this action will bring to the user.

Tips on implementing:

  • Set the reminder to go off right after the user stops doing what they were supposed to do. This will get their attention while the task is still active. When combined with the email reminder on abandoned action, the result of the campaign can be even improved.
  • Talk about the benefits or worth of doing the action, focusing on how it helps users reach their overall goals or experience.
  • If possible, give people an immediate solution or an easier way to do the action with as little work as possible. Sometimes users quit doing some action just because it is complicated, not because they’re not interested. So keep this strategy in mind.

4. Sharing Tailored News and Updates

Sending tailored news and updates through in-app notifications is an effective approach to get users more involved. This method gives users information that matches their tastes and interests and, as a result, makes the app more valuable. Sending out relevant updates, like Webflow did, regarding the app itself or the product the users usually buy etc. also encourages people to use your app more often as they get interested in whether the new option is better.

Tips on implementing:

  • Allow users to select the themes, categories, or content kinds for which they want to receive updates. This personalization guarantees that the disseminated news and updates correspond to their tastes.
  • Include interactive features within in-app messaging, such as buttons or swipeable image carousels, to encourage users to go further into the content.
  • Explain the importance of obtaining personalized news and updates. Show how remaining informed and active within the app will benefit users.

5. Engaging through In-App Challenges

Businesses that want more user engagement and general app success need to make sure that apps keep users interested. Challenges encourage users to take part, offer interaction with a goal in mind, and provide entertainment, all of which increase user engagement. Duolingo knows that learning languages without challenges would be dull for most users. Also, such quests are a good way to get useful info regarding targeted audiences, like customer behavior, and set the app apart from similar ones.

Tips on implementing:

  • Provide a range of challenges that can appeal to different user preferences. To keep users engaged, you should mix challenges that involve exploring, interaction, and achievement. This combination of activities will provide a well-rounded experience that keeps users interested and motivated.
  • Encourage users to share their feedback on challenges by sending them in-app messages. Collect valuable information to enhance future challenges and improve the overall user experience.
  • Make sure that the challenge within the app is related to what the user is currently doing or interested in. Utilize in-app communication to give users a better understanding of how the challenge is connected to their overall experience within the app.

Use Reteno for Perfect In-App Messaging Campaigns

If you are looking for a reliable service, consider utilizing Reteno, a robust platform, to improve and streamline your mobile in-app messaging campaigns. With Reteno, you can build and send accurately targeted messages to the appropriate audience at the right time. Our comprehensive solutions ensure that your communications strike the mark every time, no matter what goals you are trying to achieve: user acquisition, retention, conversion etc. To get acquainted with our platform and see firsthand the effective features, try a demo version of the Reteno platform. 

Final Thoughts

By using the strategies and best practices we've talked about so far, you can create a smooth, personalized user journey that your audience will love. When you use the power of these techniques, you'll not only boost CTR and enhance your in-app messaging strategy, but you'll also build user loyalty and happiness that will last for a long time. Why wait? Improve your in-app messages, and the number of people using your app will go through the roof.

Vladyslav Pobyva


March 19, 2023

Kseniia Petrina


September 14, 2022

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