Last modified June 14, 2021 by Shelly Wolfe

Intro to in-app messages

Communicate directly with your customers while they’re using your app with Swrve’s dynamic, contextual in-app messages.

In-app messages displayed on television and mobile devices

Swrve’s in-app messaging service supports a variety of use cases to help you engage with your customers in a relevant and personalized manner.  Use in-app messages to:

  • Improve conversion – Send time-limited offers to users who have interacted with the app for a specific period of time, visited the shop at least three times, but not converted.
  • Assist users – Provide additional assistance to users stuck on a certain level for a particular time period (and leave those progressing nicely alone).
  • Permission opt-in – Increase opt-in rates by requesting device permissions such as push notifications, location, and camera access before triggering the system prompt.
  • A/B test message variants – Create up to 10 variations of your message content to test for best conversion (for example, background image, button text or position). For more information, see Localizing and A/B testing campaign content.
  • Personalize – Inject user-specific content into your message to ensure relevancy and drive conversion. For more information, see Campaign personalization.

Our new in-app message personalization feature also includes the option to insert dynamic images, text, and call-to-actions.

In-app messages with personalized text or personalizes images

The in-app messaging service integrates with all of Swrve’s existing analytic capabilities. Before you launch an in-app message (and even after you launch it), QA test alternative messages directly on your device to identify what works and what doesn’t. In addition, use a combination of audience filters and display triggers to specify the precise points at which messages are displayed and limit message frequency and repetition.

In-app messages vs. push notifications

The focus of in-app messaging is communication with users who already have your app open on their device. If you want to communicate with your customers while they’re outside of your app, use Swrve’s push notification service. For more information, see Intro to push notifications.


In-app messaging prerequisites

This section details the technical prerequisites your development team must complete before you can create in-app messages. It also explains how to configure app-level message trigger rules and deeplink URLs for your engagement actions.

Technical prerequisites

Before you can create your first in-app message, your development team must complete the following tasks:

  • Configure deeplinks for custom actions – To include custom actions when a user interacts with your message, your development team must configure deeplinks during the integration process. For more information, see the platform-specific integration guides:
  • Test in-app messaging in the Swrve service – We recommend your development team test in-app messages on a QA device before you launch your first campaign. The QA test function is available on the QA block of the campaign builder. For more information, see Testing triggered campaigns.

App-level message display rules

Use app-level message display rules to define advanced message display rules before creating your in-app messages. For example, specify a delay before message display, restrict the number of messages displayed per session, or limit the frequency of messages.

To configure message display rules:

  1. On the Settings menu, select IAM/Conversation display settings.
    App level message display rules for in-app message and Conversation campaigns.
  2. On the Messaging Display Rules screen, enter the required values in each statement:
    • The maximum number of messages a user can receive in any one session.
    • The number of seconds after app start-up that must elapse before the user receives an in-app message. Note: this rule is ignored for any in-app message that you configure to be deliverable when targeted users start an app session (that is, if you select when the user launches the app on the Schedule & display step of the campaign workflow).
    • The number of seconds that must elapse between in-app messages.
  3. To save your app-level display rules, select Save.
Message display rules are also configurable at the campaign level when you define the schedule and display triggers for your in-app message or embedded campaign. If you have configured rules at both the app and campaign level, Swrve applies the more restrictive of the rules. For more information about configuring display rules at the campaign level, see Campaign display triggers.

Next steps