Overview
Now that you've crafted the value prop of your app and push messaging campaigns—it's time to finally get started building your message. We'll talk through the different options you have for actually building the creative in a minute. First, let's talk about how the message should look and behave.
What Your Message Should Include
As we discussed in lesson 2, your message should include the value prop for opting into push notifications. If you've decided to allow the user to opt into different types of messages, make sure you also list those options on the creative.
Additionally, you'll want to include two choices for the end user to dismiss the message. Option 1 should be your "yes, sign me up!" message. This will trigger the iOS's permission dialogue to agree to receive messages from your app.
The second option you should include is a "not right now" button. This allows you to dismiss the in-app message for the end user and prompt them to opt in at a later date. If the user initially chooses not to opt in, save this dialogue prompt for a later date, after your app has proven itself valuable to the end user.
Words to Use
Unlike push notifications, which are limited in terms of copy, in-app messaging has room for longer content and richer creatives. Still, successful in-app messages are able to convey value in as few characters as necessary (nobody wants to read dense paragraphs on a small mobile screen!).
To get users to engage with the message and not simply exit out of it, your content should be concise and persuasive. The headline should be clear and bold to capture attention, and the explanatory text should summarize the benefits of the offer and tell users how to redeem it.
In short, the copy should answer the “What? Why? And how?”—what is the offer, why is it worthwhile, and how do I take advantage of it?
Key Takeaways:
- Write a compelling headline that summarizes the offer
- Stick to concise copy that makes the value-add clear
- Use actionable language that creates urgency
When Should You Trigger Your Message?
There are a few different options for when to trigger a soft ask for push. The first is during onboarding. This is the first time the end user is interacting with your app—and it's common practice to ask for most of your app's permission at this time.
Your other option is to skip the prompts during onboarding and ask for the permissions during a second or third session. This gives the end user the opportunity to get to know your app and find the value in it. This also gives you the added bonus of gathering more data about your user's habits and interests—giving them more targeted and highly personalized messages.
Both of these options are available at the scheduling phase of building an in-app. We'll talk more about that in the next lesson, but for now, think about when you think your end user would be most keen to opt into messaging. As soon as they download? Or after a few days of exploring? This will be different for every app—so check out your own metrics (Retention, Engagement, and Usage) to learn more about user habits.
Next up, let's talk about all the ways to build your in-app message.
Custom HTML/CSS In-App Message
The best way to ensure that your design and message is on brand with the rest of your app is to create custom HTML and CSS for your in-app message. This means that your engineering and/or design teams build a custom code file to upload to Localytics.
Keep in mind, our system is a stickler for organization—so you'll need to make sure the zipped file includes an index.html file and doesn't include folders. You can see more about our zip file rules over on the in-app message builder doc.
Using the Localytics Creative Message Builder
Next up, your second option is to use the in-app creative builder we have available within the Localytics dashboard. As you're building your message (selecting a Goal and choosing an Audience), you'll be given an option at the builder stage to either upload your zipped file or use our builder.
The Creative Builder is a simple tool that gives you options to customize the color, copy, buttons, and layout of your in-app message. While it's a robust tool it's by no means exhaustive—so if you want to follow strict design guidelines it's best to create your own code (or use the In-App Builder—more on that next). To learn about using the Creative Builder check out our help article.
Using the Localytics In-App Builder
The final option is to use the Localytics In-App Builder. The In-App Builder is a tool we built (outside of the dashboard) that makes it super easy to create custom in-app messages with a drag and drop design tool.
Select a pre-built template, or choose a blank canvas to add to. Add or remove blocks to change the design of the in-app message.
You'll also be able to set deeplinks for your iOS notification prompts. You'll want to talk with your engineering department to confirm what that deeplink trigger might be. The methods listed here should help.
To learn more about using the IAB check out this help article.