The Power of In-App Notifications: Why They Outshine Email for Customer Engagement

Merchants are constantly seeking effective ways to engage their customers digitally and keep them coming back for more. To do that, digital marketers leverage a mix of communication channels. Today, we will explore why in-app notifications, such as those made available through Apple Wallet, are often more effective than email, and can be a powerful tool in the marketers toolkit...even if they don't have their own app.

1. Conversion Rates

In-app notifications have been found to have significantly higher conversion rates compared to email. According to a study by Localytics and Batch, in-app messaging can lead to conversion rates that are 3-4x higher than email conversion rates. This means that users who receive in-app notifications are more likely to take the desired action, whether it's making a purchase, signing up for your loyalty program, or engaging with content.

2. Click-Through Rates

In addition to higher conversion rates, in-app notifications also boast impressive click-through rates (CTR). On average, the CTR for in-app notifications is around 7-12%, as reported by Accengage and Batch. In contrast, the CTR for email marketing typically hovers around 2-3%. This data emphasizes the effectiveness of in-app notifications in driving user engagement and interaction.

3. User Engagement Over Time

A long-term engagement perspective reveals that in-app notifications maintain their effectiveness. According to Appboy, in-app messaging has a 25% higher engagement rate compared to email, even 90 days after users install an app. This suggests that in-app notifications can help sustain user interest and keep them actively engaged with your app over an extended period.

4. Response Time

One of the key advantages of in-app notifications is the prompt response they elicit from users. A report by Leanplum found that the median time to open an in-app message is just 7 minutes. In contrast, emails often sit in inboxes for hours or even days before being opened. This quick response time means that your message reaches users when they are most receptive, leading to higher engagement.

With higher conversion rates, impressive click-through rates, sustained user engagement, quick response times, and a positive impact on customer retention, in-app notifications like those available through Apple Wallet should be a central component of your customer engagement strategy, ensuring that you effectively connect with and retain your guest base.