Mobile messaging offers a range of opportunities to provide valuable user experiences that extend beyond your app, store or website. The most commonly used mobile messaging approach is push notifications; which light up your smartphone’s screen. Increasingly, Urban Airship sees innovative brands leverage rich pages and in-app message centers to extend their mobile messaging programs to reach all app users with persistent, branded messages. In-app messaging offers a way to consolidate content that is either “favorited” by a user or curated by a marketing team.
Innovative brands are leveraging in-app message centers to deliver great mobile experiences. Starbucks delivers the ‘Pick of the Week’ as well as promotional information to delight customers while also impacting the bottom line. Neiman Marcus’s ‘Message Board’ shares timely offers and product information to give them instant access to the best offers. ABC News allows users to ‘star’ favorite stories and receive alerts for update content within a personalized, in-app message center. These experiences are compelling and seamless because they’ve taken the time to customize the look and feel of the rich pages and the message center to the brand itself.
A simple way to get started with a message center is to repurpose an existing email and content marketing programs. Doing so provides a stream of current content without the having to build out an entirely new mobile strategy. As brands realize the value and ability to segment and target rich pages to users they often move to building original mobile first messaging programs that take full advantage of this intimate and powerful new marketing channel.
On the technical side, we provide a fully functional sample message center that can be easily skinned to match an app’s branding. To make that publishing process simple for marketing teams, we have built-in rich page templates that enable marketers quickly develop responsive content.
Some brands build sets of templates to address different marketing objectives and types of messaging. Customizable templates can incorporate brand colors, fonts, spacing, images and iconography. These templates can then be used again and again in custom messaging campaigns.
As brands realize the value and ability to segment and target rich pages to users they often move to building original mobile first messaging programs that take full advantage of this intimate and powerful new marketing channel.
The Urban Airship rich message center provides a flexible platform for delivering delightful user experiences that bring users back to an application again and again.
Contact your Urban Airship account manager to learn more about how in-app message centers can extend your mobile engagement strategies to support your business goals.
This post is part of our ongoing best practices series.