In-App Notifications: What Are They and How to Use Them
The in-app channel is distinguished by high flexibility in configuration: if the appropriate infrastructure is in place, marketers can use data from different sources — the app, website, email newsletters, and offline points — to personalize messages for the needs of specific user segments.
In-app and mobile push notifications: what is the difference
| Characteristic | Mobile Push Notifications | In-App Notifications |
|---|---|---|
| Display location | On the smartphone screen (including when the app is closed) | Inside the active app window |
| Permission required | Yes, the user gives permission upon installation | No, displayed without additional permissions |
| Purpose | To bring the user back to the app | To engage the user inside the app |
| Audience | Suitable for inactive users | Only for active users |
| Format | Short message with a title and text | Rich content: graphics, buttons, links |
| When is it displayed | Even if the app is closed | Only when the app is opened |
| If push notifications are disabled | Can't be shown | Available — can show a message inside the app |
| Effective strategy | Attention grabbing, reactivation | Retention, engagement, upselling inside the app |
| Ideal usage cases | Notifications about discounts, reminders, reactivation | Promotions, feedback collection, upselling, instructions |
Main types of in-app notifications
In-app notifications can vary depending on the tasks and how the app interface is structured. Yet in any case, these messages should be noticeable but not annoying. Below are the main formats and their use cases.
Modal windows
The most common type of in-app notifications. This is a popup window that covers part of the interface and requires action from the user, for example, to click a button. The user must react to it in order to continue using the app.
Such windows attract attention, therefore they are often used for important information, like terms of sale, surveys or requests for feedback. Sometimes modal windows take up the entire screen: this is called a fullscreen notification. It is shown, for example, during the first launch of the app (onboarding) or if something important needs to be urgently communicated, such as the expiration of bonuses.
Snack bars
These are small messages that appear at the bottom of the screen and disappear after a couple of seconds. They do not cover the interface, do not require actions from the user, and usually convey something short, for example, "Data saved" or "Added to the cart".
This is convenient for service notifications or light reminders, such as to inform about an app update or to remind about an abandoned product.
Tooltips / Coach marks
Tooltips are small popup elements in the app that help the user understand how a specific interface element works. They usually appear next to buttons, icons, or new sections and are accompanied by a short explanation. Tooltips are sometimes used as part of step-by-step training, especially during the first launch of the app or after major changes.
The main goal of tooltips is to make using the app easier and clearer. They do not interfere with work and do not require urgent reaction but help navigate the app faster. Tooltips are especially useful in complex interfaces, when learning new features, or to gently guide the user to the desired action.
How to use in-app notifications in marketing strategy
Start by defining specific tasks. Here are typical scenarios:
- greeting and onboarding new users;
- announcing features or updates;
- promotions, discounts, bonuses;
- offering to switch to the premium version;
- collecting ratings and feedback;
- engaging less active users during the next app launch.
The format of messages is selected depending on the situation: short tooltips or a mini-tour of the interface are suitable for onboarding, a prominent modal window for promotions, a small dialog after the necessary action for requesting feedback. The main thing is not to overload the user. If notifications appear too often and do not bring value, even a loyal user may get annoyed.
How to integrate in-app notifications into omnichannel communication
In-app notifications work especially well in conjunction with other marketing channels: email, push notifications, SMS. When the user is not using the app, they can be engaged with an email or a push. And when they return, you can continue the conversation inside the interface.
For example, if the newsletter caught the user's interest with a new product collection, it is worth showing a banner in the app with a selection of categories they viewed earlier.
In-app notifications can also be used to promote other channels: a gentle reminder to enable push notifications or an invitation to subscribe to email can be integrated directly into the app's usage scenario.
Personalization for in-app notifications
In-app notifications stand out because they can be easily adapted to individual users. The app already collects data: behavior, interests, geolocation. All of this can be used for segmentation and message customization.
Different scenarios are required for different users: offer some of them a promo code for their first purchase, remind others about accumulated bonuses, or show a selection of goods based on recent views. Such an approach is perceived not as intrusive advertising but as a useful service.
Scenarios for using in-app notifications
Welcoming new users. The first impression plays a crucial role. When a person opens the app for the first time, it is important to clearly show the benefits of the service. At the start, a brief welcome message with a focus on the main advantage can be displayed, along with an offer for a welcome bonus, such as a discount for the first purchase. This approach makes the beginning of the interaction clear and motivates continued use.
Upsell. A subtle offer to switch to a paid plan. When a person actively uses the free version of the app, you can show them a discreet upsell. For example, after several sessions, a fullscreen notification offering to switch to premium at a discount is shown. The message clearly highlights the benefits: more features, no ads, access to exclusive materials. This is accompanied by a noticeable button for proceeding to payment. If the user is not ready yet, they can simply close the banner or choose "Remind me later".
Information about updates and new features. In-app notifications are suitable for quickly informing users about changes in the app: new features, interface improvements, the introduction of relevant sections or services. Such a message can be shown immediately after an update or upon the first launch of a new version. It’s essential to clearly and concisely explain what has changed and why it can be useful.
Conclusion
An in-app notification is a message displayed within the app during its use. Such notifications are used for onboarding, informing about features, promoting offers, collecting feedback, and other tasks. The effectiveness depends on relevant content, precise timing of the display, and consistency with other communication channels. When set up correctly, they increase engagement, improve user experience, and maintain interest in the product.
