In-app messaging

In-app messaging is a feature that delivers targeted messages — like banners, tooltips, and prompts — directly within an app while customers are actively using it. Teams can trigger contextual messages based on real-time user behavior, which can make the content more relevant compared to scheduled delivery methods, like push notifications or emails.

While consumer apps often use in-app messaging to surface promotions, B2B companies use it to provide in-product support or guide customers through onboarding.

In-app messaging vs. push notifications and email

While in-app messaging excels at engaging users with timely notes, emails and push notifications also have their place. Here’s an overview of what sets the three message delivery methods apart.

How to use in-app messaging effectively in B2B

Layer these in-app messaging best practices into your customer communication strategy to make the most of the delivery method without overwhelming your users.

Be proactive

In Front’s State of Service Expectations report, 39% of B2B customers said proactive support is the service quality they value most. In-app messaging lets you guide and inform users before they’re forced to create a ticket, saving time and effort for your customers and support team. For example, you might alert a user that their plan is set to expire soon so customers know without having to ask.

Don’t go overboard

Overly frequent, intrusive messages could lower your retention rather than drive customer engagement. Stick to a cadence that provides value and respects the customer’s limited attention. Keep messages short and direct instead of stuffing in as much as possible, and include a clear call to action if appropriate so the user knows what to do next.

Coordinate across communication channels

In-app messages can factor into a wider omnichannel support strategy. Choose a customer messaging platform that lets you manage every channel from the same centralized software to avoid sending repetitive or conflicting messages.

Personalize

Draw on behavioral data and triggers to send messages personalized to each recipient. This could mean a tip encouraging a customer to try a tool they haven’t used yet or a notification letting them know they’ve received a reply to an open ticket.

Track what works (and what doesn’t)

Monitor how customers interact with your in-app messages, whether that’s tapping through, immediately closing them, or ignoring them completely. Analyze which messages get results and which falter, so you can continuously refine your strategy.