4 Tips for Using Messaging to Establish Strong User Engagement
Establishing user engagement for an application can be a difficult problem to solve. There are a variety of ways to tackle this issue, from up-front marketing to help tips to social features. What I will address today is how to use messaging to establish strong user engagement, helping bridge the gap between the moment an application is installed to the moment the user has experienced the full value of your product and usage becomes routine.
The best approach to continued communication with the user is to apply common sense, but you need to be sensitive at the same time. Proper messaging will facilitate a relationship, improper messaging will destroy one. Here are four common sense tips to consider when communicating with users to increase engagement:
- Message at the Right Moment: Look for events when communicating to a user is appropriate. For example, many advertisers who work with us will message the user after the install of an application; a simply stated value message that is only shown once is a great way to let the user know that the application is here, ready to provide the user value.
- Know when not to Message: As important as it is to understand when to message, it is just as crucial to understand when not to message. These are where sensitivity lines are drawn – messaging a user too much or when an event hasn’t sparked good reason for a message – could cause users to uninstall your application.
- Value, Relevance and Action: The content within your message needs to hit on three points: what value does your application provide, why is this relevant to the user (even better, if you provide content with your app, why not suggest relevant content to consume), and what action they should take next. Tell the user what they need to do!
- Be Concise and Consistent: Your product may have a ton of brilliant features! But hold yourself back; your message needs to be just that, a message – don’t inundate your user with information. Make it concise – the message shouldn’t take up the whole screen. And be consistent; brand the message box and give it a design consistent with your product. Don’t create a disjointed messaging experience.
Follow these simple guidelines to properly use messaging to establish strong user engagement. If you have any questions or tips of your own, share them with me by leaving a comment or contact W3i. Also, look forward to more posts from me on tips and tactics to improve communication, engagement, relevance and value for your users.
Eric Montag, Product Manager, W3i Holdings, LLC
Eric uses his experience in graphic design, mobile, and internet marketing to lead the charge in product research, planning, and execution, from both a consumer and business standpoint.
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