It’s all in the name: inbox messaging is like an email inbox inside your app. So how do they benefit mobile marketers?
- Less disruptive. No need to worry about annoying a user with a poorly timed message.
- They don’t disappear. Push and in-app messages do once they’re viewed by users, so users can’t revisit them.
- You can scroll through them. This allows you to add more detail than you could with a push notification or an in-app message.
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 Gilmore Girls (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 Gilmores, I’ve stopped in to my inbox to remind myself about other individualized recommendations.