In-App Messaging: Best Practices, Examples & Use Cases for 2025

In-app messaging plays a key role in shaping the user experience (UX) by providing seamless communication within the app. Whether guiding new users through onboarding, announcing updates, or delivering personalized offers, in-app messaging has become indispensable in lifecycle marketing. 

In this article, we explore how in-app messaging works, its key benefits, best practices to follow in 2025, and standout examples from industry leaders. Plus, we’ll show you how to create highly effective messaging campaigns tailored to your audience.

What is In-App Messaging?

In-app messaging is a feature that enables businesses to engage with users inside an app. In-app messages deliver contextual updates, promotions, and other relevant content while users are engaged with the app. Here are the main types of messages users receive and their goals:

• Onboarding messages guide new users through the main features and help them start using the app. These messages are designed to improve user retention by providing a smooth and informative onboarding experience that encourages users to engage with the app long-term.
• App updates inform users about new features, bug fixes, or improvements. Their main purpose is to keep users informed and ensure they stay up to date with the app's latest functionalities, fostering trust and satisfaction.
• Feedback surveys collect user opinions to enhance the app with new features or fixes. Thanks to them, you can get insights into UX and app performance for future improvements.
• Personalized recommendations offer products or content based on user behavior. These messages deliver relevant nudges, boosting the likelihood of purchases or further interactions.
• Reminder messages prompt users to complete tasks or engage with new content. Their primary goal is to re-engage users and reduce churn by reminding them of things they may have missed, encouraging continued app usage.
• Event or promotion announcements inform about upcoming events or limited-time promotions. These messages drive immediate action by creating urgency and excitement around time-sensitive offers or events.
• Behavioral triggers are based on specific user actions. With their help, you can encourage users to take the next step in their journey, whether it's completing a purchase or further interacting with the app.

How Does In-App Messaging Work?

From a technical perspective, in-app messaging relies on integrating SDKs (Software Development Kits) or APIs into the app to track user interactions and trigger messages in real time. These message triggers usually include user actions, behaviors, or other pre-set conditions. 

Additionally, the content and targeting of these messages can be personalized using data analytics and segmentation, ensuring that the right message reaches the right user at the right time. This way, you can optimize engagement without negatively impacting app performance.

Benefits of In-App Messaging

So, why do apps have in-app messaging, and what are the benefits? Let’s take a closer look at some of them:

Personalized Communication

In-app messaging allows businesses to deliver tailored messages based on user preferences, past behaviors, and interactions within the app. Personalized messages, such as recommendations, reminders, or targeted offers, create a more engaging experience and increase the likelihood of user interaction.

Improved In-App User Engagement

Engaged users are more likely to explore new features, participate in promotions, and interact with content. In-app messaging delivers timely prompts that guide users toward specific actions, such as completing a purchase or re-engaging after inactivity.

Real-Time Interaction

Instant messages within the app ensure users receive updates, assistance, and alerts exactly when they need them. Whether it’s notifying users about order status changes, resolving customer support queries, or guiding them through a feature, real-time messaging keeps users informed and engaged.

Higher Open Rates

Unlike emails or push notifications that can be ignored or buried in crowded inboxes, in-app messages reach users when they are already active in the app. This leads to significantly higher open and response rates, ensuring that important messages are seen and acted upon.

Reduced Churn

In-app messaging helps prevent user drop-offs by keeping them engaged with relevant content, timely assistance, and incentives. Messages that remind of unfinished actions, offer discounts, or guide them through issues can encourage users to stay active rather than abandon the app.

Effective User Onboarding

A well-structured onboarding experience helps new users understand app functionalities and benefits quickly. In-app messaging can provide interactive tutorials, step-by-step guides, and contextual tips, ensuring users are set up for success from the start.

Cost Efficiency

Communicating with users directly within the app eliminates the need for costly external marketing efforts. Since in-app messages target users who are already engaged, businesses can deliver in-app promotions, updates, and customer support without additional advertising expenses.

User Feedback Collection

Gathering real-time user feedback through in-app messages, including surveys, rating prompts, and quick polls, allows businesses to understand user needs and pain points better. This data can be used to refine the app experience, improve customer satisfaction, and drive product development.

No Need for External Tools

Unlike email or SMS campaigns that require third-party platforms, in-app message is an integrated solution that allows real-time communication with users without relying on external messaging tools. This makes it a seamless, efficient, and scalable way to engage users.

In-App Messaging: Best Practices to Try in 2025

In-app messaging is a tool that can enhance the user experience — or impact it negatively if not executed properly. Let’s take a look at in-app messaging best practices that will help your app grow in 2025.

👉 Timely Messages for Maximum Impact

The timing of an in-app message plays a crucial role in how users respond. Messages should be triggered at the right moment — when users are most engaged and likely to take action. For example, sending an onboarding message immediately after a new user logs in ensures they receive guidance at the right time. Likewise, promotional messages should appear when users are actively browsing relevant content or considering a purchase.

👉 Keep Messages Concise and Actionable

Users prefer messages that get straight to the point. Avoid overwhelming them with lengthy text or excessive details. Focus on conveying a clear, concise message with a strong call to action that drives user engagement. For example, instead of saying, “We have introduced an exciting new feature that allows you to customize your profile with new themes and colors,” a more effective message would be: “Try our new profile themes! Customize your look now.”

👉 Use A/B Testing to Optimize Performance

Not all messages perform equally well, which is why A/B testing is essential for refining in-app messaging strategies. By testing different message formats, tones, placements, and calls to action, businesses can determine what resonates best with their users. For example, testing whether users respond better to a modal pop-up versus a banner notification can provide valuable insights to improve engagement.

👉 Segment Your Audience

A generic approach won't cut it for in-app messaging. Instead, personalize messages by segmenting users based on demographics, behavior, purchase history, or engagement. For example, greet new users with welcome messages and reward loyal customers with exclusive offers. Personalized messaging boosts relevance and eventually helps to increase in-app users.

👉 Incorporate Interactive Elements

Engaging users with interactive elements such as buttons, quick reply options, sliders, or in-app surveys encourages action and keeps the experience dynamic. A great example is using a survey pop-up where users can rate their experience with a simple tap, making it easier for them to provide feedback.

👉 Maintain a Non-Disruptive Experience

While in-app messages are valuable, they should not interfere with the user experience. Disruptive messages that interrupt important tasks can annoy users and result in negative experiences. Instead, use subtle banners, slide-ins, or embedded messages that align with user workflows and enhance their experiences.

👉 Leverage In-App Messaging for Onboarding

Onboarding plays a crucial role in the omnichannel customer journey, and in-app messages help streamline the process. Instead of overwhelming new users with an entire tutorial all at once, break it down into small, actionable messages that guide them step by step. Highlight key features progressively and offer assistance when needed.

Best In-App Messaging Examples

Now that we've discussed how to use in-app messaging to benefit the user experience rather than disrupt it, let's explore how different mobile apps leverage this tool to their advantage.

Duolingo’s Streak Reminder & Encouragement Messages

Duolingo uses in-app messages to remind users of their learning streaks, encouraging them to stay consistent in their language studies. By gamifying the experience and adding friendly encouragement, the app keeps users motivated. These reminders often highlight progress milestones, reinforcing a sense of achievement and commitment.

Diia’s Citizen Feedback & Service Improvement Survey

The Ukrainian government’s Diia app leverages in-app messaging to collect citizen feedback on public services. Thus, users receive simple, quick-to-complete surveys, allowing them to share their experiences with government services. The feedback is then used to refine and enhance digital service offerings, improving efficiency and user satisfaction.

Nova Poshta’s Real-Time Delivery Updates & Service Promos

Nova Poshta, an international logistics company, uses mobile in-app messaging to provide real-time parcel tracking updates. Users get real-time in-app notifications on their delivery status, estimated arrival times, and any possible delays. Additionally, the app sends promotional messages featuring discounts, special delivery options, and loyalty rewards, keeping customers engaged and informed.

Build a Perfect In-App Messaging Strategy with Reteno

Reteno empowers businesses to create highly customized and effective in-app campaigns tailored to user behavior and preferences. With Reteno’s in-app messaging platform, you can optimize your mobile marketing strategy through various in-app techniques to boost CTR:

• Launch automated, behavior-based messaging: Send messages triggered by user actions like completing a purchase, abandoning a cart, or hitting a milestone.
• Personalize messages at scale: Utilize Reteno’s advanced user segmentation tools to ensure each user receives relevant content, whether it's special offers, feature recommendations, or reminders.
• Optimize message delivery with automated A/B testing: Continuously test different message variations with Reteno’s “One from many” feature to maximize engagement and conversions.
• Integrate seamlessly with other communication channels: Reteno allows you to synchronize in-app messages with email, push notifications, and SMS to create a cohesive customer experience.
• Gain valuable user insights: Use Reteno’s analytics to track message performance, user interactions, and conversion rates, enabling data-driven decision-making.

With Reteno, you can ensure that your in-app messaging strategy is not only effective but also aligned with user expectations, increasing customer retention and driving revenue growth.

Final Thoughts

In-app messaging is a necessity for apps at various stages of UX, from onboarding to user activation. By using in-app messaging strategically, businesses can communicate with users at the perfect moment, providing valuable updates, offers, and assistance exactly when needed.

The key to the success of your in-app marketing efforts lies in delivering well-timed, personalized, and non-intrusive messages that add value to the user experience. Whether you’re guiding a new user through onboarding, sending a personalized offer, or collecting feedback, in-app messages can make a significant impact on engagement and conversions.

If you’re looking for a powerful platform to send effective in-app messages, Reteno is your go-to solution. With its behavioral targeting, automation, and message personalization features, Reteno enables businesses to deliver the right message to the right user at the right time. 

Ready to take your in-app communication strategy to the next level? Try Reteno today and experience the difference firsthand!