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In-app messaging: tips and templates how to run an effective campaign

Updated: Oct 20, 2023


Cover for article about in-app messaging in food delivery

In-app messages is an essential tool to communicate with end-users in a more personalised and engaging way. However, creating an effective in-app messaging campaign can be a daunting task, especially for those who are new to the process. In this article, we will share tips and templates to help you create an effective in-app messaging campaign that will resonate with your customers and drive results. So, let's dive in!


What are In-App messages?

In-app messages can be received only when the app is opened. This is a banner with more specific information, designed for a particular group of customers.


What is the best frequency for In-App messages?

It's recommended to find a balance between providing useful information and not overwhelming users with too many messages. A good practice is to limit the number of in-app messages to one or two per session, and no more than three to four per week. It's also important to consider the timing of your messages.


Here are some tips for creating effective In-App messages for your food delivery app marketing:

  • Segment your users

Segmenting your users into groups based on their behaviour and demographics is the first step in creating an effective in-app messaging campaign. This will help you tailor your message to each group and provide relevant information to them. For example, you might want to send different messages to new users compared to regular users who have been using your app for a long time.

  • Keep it simple and clear

When creating an in-app messaging campaign, it's important to keep the message simple and clear. Avoid using technical jargon or complicated language that may confuse the user. Instead, use clear and concise language that is easy to understand.

  • Use personalisation

Personalisation is key when it comes to in-app messaging campaigns. By personalising the message, you can create a more engaging experience for the user. You can use the user's name or past behaviour to create a message that is tailored to their needs.

  • Use a clear call-to-action

A clear call-to-action (CTA) is essential in any in-app messaging campaign. The CTA should be specific and encourage the user to take action. For example, if you want the user to complete a survey, the CTA should clearly state that and provide a link to the survey.

  • Use tasty images

Choosing the most mouth-watering images can significantly boost the performance of your campaign.

  • Test and optimise

Like any marketing campaign, it's important to test and optimise your in-app messaging campaign. You can use A/B testing to test different messages and CTAs to see which ones work best. Use the data from these tests to optimise your campaign for better results.


Also, make sure to vary the content of your notifications. Send brand messages, menu updates, special offers, or promo codes at different times to keep your customers interested and engaged. These tips will help you increase engagement, retention, and sales in your food delivery app using push notifications.


Firebase In-App message layouts

  • Card

Firebase Card In-App message layout for food delivery
  • Modal

Firebase Modal In-App message layout for food delivery
  • Image only

This type of layout can be used for a special design, but you need to create this banner separate from Firebase.

Firebase Image only In-App message layout for food delivery
  • Top banner

Firebase Top banner In-App message layout for food delivery

In conclusion, In-App messages are a highly effective digital marketing tool that can significantly increase engagement, retention rates, and revenue for businesses. Especially in strategies which combine push-notifications and In-App messages. Check our new material with 10 ideas for the push-notifications campaign.


Follow these tips and stay ahead of the competition!



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