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 WILL WANT LATER.
One of our customers uses inbox messaging to send users a list of cool places to check out once they arrive at their destination. The user may not be ready for the list at that moment, but because it’s an inbox message it’ll be waiting for them when they need it. Or, delight users with a voucher to use at their destination, like a port wine lodge in Porto, Portugal.
KEEP USERS IN-THE-KNOW WITHOUT DISRUPTING THEM.
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. CityMapper knows that as a Bostonian, using their app in Scandinavia probably isn’t crucial for me. But the content is there for me to find on my own time, and if I’m going to Sweden anytime soon, I’ll be pleased to see it. (The subtler message is how the app is growing.)