Content cards - Overview
What is it?
Content Cards are persistent, in-app messages messages displayed within a dedicated inbox or feed inside your app. Unlike push notifications, they do not interrupt the user and can be viewed whenever the user chooses.
They are ideal for non-urgent, informative, or promotional content that benefits from longer visibility and repeated exposure. Think of Content Cards as an in-app “message center” or personalized content feed where users can browse updates at their own pace."
Examples:
- A bank might show a new credit card offer inside your account dashboard.
- A fitness app might surface new workouts or challenges in a feed.
- A retail app might display personalized recommendations or promotions.
Important: Content Cards are silent, persistent, and don’t require OS-level permissions.
Use Cases
Choose Content Cards as your preferred messaging channel when you need to:
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Benefit
Why
Example Use Cases
1
Persistent visibility
Cards stay visible until dismissed — ideal for non-urgent updates
- New feature announcements
- Ongoing promotions
- Educational tips
2
Non-intrusive delivery
Doesn’t interrupt user flow; engages when they’re ready
- Product nudges
- Account status messages
- Non-critical reminders
3
Works without push opt-in
Great fallback for users who disabled push
- Trial expiry notices
- Offers & promos
- Profile nudges
4
Visually rich messaging
Cards can include media, copy, and CTA buttons
- Banner campaigns
- Product spotlights
- Promo carousels
When not to use content cards
Not every message belongs in a card. Avoid this channel when urgency or external reach is key.
- Time-sensitive alerts — use push or email for urgency (e.g., downtime, safety, payment issues).
- Inactive users — cards only work when users are inside the app.
- Sensitive or secure info — use secure email or in-app modals for privacy-critical communication.
- Urgent CTAs — if it needs immediate action (e.g., flash sale expiring in 1 hour), cards are too passive.
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