App inboxes allow you to serve up personalized content to your users in several different forms - from a full homescreen experience to one similar to email. They are particularly relevant to M/E apps because of their ability to customize the content being displayed.
Additionally, unlike push or in-app, inbox messages don’t disappear once a user has viewed them. This allows users to revisit a message multiple times. A third benefit of inbox messages is that they are scrollable, so you can fit much more content in an inbox message than you possibly could with push or in-app. Media & Entertainment marketers can take advantage of app inboxes in the following ways:
Many news and service streaming apps have a customized home screen filled with content tailored to the end user such as recently viewed, favorited categories, and recommendations. Netflix is a perfect example
If you’re a Netflix subscriber, check out your app homescreen. The entire experience has you in mind. From personalized recommendations to the ability to jump back into a show you’re watching and more, Netflix has strategically designed their app in order to make is a easy (and compelling) as possible to consume content.
Given that Netflix is the top grossing app in the App Store and up 233% in revenue from last year, I’d say their personalized approach to app content is paying off.
News apps are primed to take advantage of app inbox homescreens to get users directly to the news they want to see. Flipboard’s homescreen is another great example of how to utilize this:
SEND CONTENT OR OFFERS USERS MAY WANT LATER.
If your user is interacting with your brand primarily through your app, they may not up to date on big--but not critical to their experience--news for the brand. Fandango uses it to store the links to get tickets to popular movies. Since their app offers a lot of different functionality, the path to get to popular selections is always waiting for me in my inbox, saving me a few steps.
KEEP USERS IN-THE-KNOW WITHOUT DISRUPTING THEM.
Netflix uses inbox messaging to supplement their primary means of recommending or updates users about new content. Netflix knew I’d probably be interested in the new season of The Walking Dead (good call, Netflix). So they sent both a push notification (more on those in a sec) and an inbox message. While I’m not likely to forget about the TWD, I’ve stopped in to my inbox to remind myself about other individualized recommendations.