Like onboarding campaigns, in-app marketing campaigns take place while a user is within the app. The key difference is that onboarding campaigns occur immediately upon opening the app, whereas in-app messages happen during use.

Effective in-app messages guide users through your funnels and help them complete tasks. It’s also a good idea to take advantage of rich media and match your company’s unique branding.

Whenever you launch significant new app features, make sure you share them with your users by giving them a very quick overview of the update, and highlighting key enhancements. This strengthens the user experience and boosts engagement since users can see you’re invested in making your app better.


PRO TIP: Use an interactive tutorial to walk users through new features. This ensures they fully understand how to take advantage of your new functionality.



Too many apps overlook how they ask users for the various permissions their app needs to provide the best possible experience. Push, location track, etc--users tend are happier when they’re in place, but they’re also not typically inclined to grant permission for an app to use them.
The best way to get those permissions?

  • Hold off on asking for push notification permissions until after a user’s first login. Show them some value, then make the request.

  • Ask for one permission at a time. So if you ask for push in one session, wait for the next to ask for location tracking.

  • Make sure you tell them why they should give you permission.


  TripAdvisor tells you why they need location, and how to provide it. Value + instruction at work!

TripAdvisor tells you why they need location, and how to provide it. Value + instruction at work!

The best flights and hotel deals go fast. User history and search lets you target your users, so you can provide a friendly reminder that if they don’t book soon, that flight to Dublin may sell out. It’s a relevant message that’s in a user’s best interest, and nudges them toward conversion.


PRO TIP: Try a progression of in-app messages for purchase abandonment. The first message is a reminder, while the second provides an incentive for the user to complete checkout, like early bird check-in.


Having a sale or offering a can’t-miss flight deal? Let users know while they are browsing your app so they can take advantage.


PRO TIP: Avoid blasting out every sale you have to the masses. Instead, segment your offers based on user history and travel searches so they’re highly relevant.

When users convert within your app, it’s important to have in-app messages in place confirming these conversion actions.  A simple confirmation message will ensure their transaction is complete, reassuring them that they won’t miss out on the big family reunion in Winnipeg.

PRO TIP: Follow up a transactional in-app message with an email to travelers so they have the details they need in an additional place. Include important information like receipts and shipping details.

After their trip, follow up with users and request reviews. Travelers love sharing hidden gems and great finds, and apps with reviews enjoy a 3x higher conversion rate and 5.3x longer average session length than those without.

PRO TIP: If you’re having difficulty getting enough reviews, consider incentivizing shoppers to review products. TripAdvisor shares stats around the number of views user reviews receive, what countries they’re coming from, and awards points and levels based on the amount of reviews you complete.

Speaking of reviews, creating an in-app message that asks users to ‘rate the app’ via an NPS score is a perfect way to separate your promoters from the detractors.  If a shopper’s rating indicates they are neutral or a detractor, you can have the in-app message request that they provide feedback via a text field. You get valuable insights into your app’s weaknesses, and users can vent privately rather than in a public app store review. If a user is a promoter, the in-app message can include a CTA linking to the app store so they can leave a glowing review.