How should I differentiate message center content from push content?
Published on 10 Feb 2015
A message center allows your brand to be a storyteller by offering your audience varied, rich content at their convenience. We see brands deliver in-app messages when they want customers to take more time experiencing a piece of content, such as watching a video or browsing sale items.
Your audience’s interaction with message center content will fuel your insights into what your customers care about. Track when customers click on a message or landing page link, and use those behaviors to further inform your campaigns.
Push is perfect for timely content that needs more immediate action. For example, a retailer might send a push message about a one day-sale on a customer’s favorite clothing brand, while an in-app message showcases the newest fall styles and a lookbook.In tone, your push messages are likely to be more direct and urgent. Many brands experiment with in-app messages, deploying the most successful of these to their push audience.
Finally, customers are highly sensitive to spam and advertising (overt or perceived) via push, because it lights up their most intimate device. By contrast, customers are more tolerant of promotions via in-app messages, and they tend to tolerate greater frequency in these messages.
We see brands take advantage of these differing customer expectations by deploying promotion-oriented messages, non-essential updates such as loyalty points balance, and fun extras such as phone wallpaper images or coupons, to the in-app message center.
Additionally, all push messages can be captured in the message center to enable customers to refer back to these messages later for another look or to take action if they’re busy when the push comes through.