应用程序内渠道入门 gs-in-app

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• TL;DR: This page introduces the In-app messaging channel in Adobe Journey Optimizer, explaining what In-app messages are, when they work best, and when to consider another channel.

Intents:

• Understand what In-app messages are and how they engage app users
• Learn the purposes of In-app messages, such as promoting features, presenting offers, and onboarding
• Identify use cases where In-app messages work best
• Recognize situations where another channel is more appropriate
• Navigate to configuring, creating, designing, and reporting on In-app messages

Glossary:

• In-app message: A notification sent to users within your app, guiding them to specific points of interest such as new features, special offers, or onboarding (product-specific)
• Banner blindness: The effect where users start ignoring messages that appear too often, a risk of overusing In-app messages (product-specific)
• Active session: The condition In-app messages depend on; the user must be actively using the app for the message to be displayed (product-specific)

Guardrails:

• In-app messages depend on an active session, so they are not suited to every scenario.
• Do not use In-app messages when the user is not actively using the app, since the message will never be displayed.
• Do not use In-app messages for critical or time-sensitive issues that require reaching users outside the app, such as an outage or security alert.
• Do not use In-app messages for regulatory or legal communications that require a read confirmation, which in-app messages cannot provide.
• In-app messages are not suited to account reactivation or win-back campaigns for inactive users unlikely to open the app, nor to high-volume transactional updates better suited to email or SMS.
• Overuse could lead to banner blindness, and users may be offline or without app connectivity when the message is meant to be delivered.

Terminology:

• Canonical name: In-app message — Acronym: n/a — variants: In-app notification, In-app messaging channel
• Synonyms: “In-app message” = “In-app notification”
• Do not confuse: “In-app messages” (delivered within the app during an active session) ≠ “push notifications” (an external channel dependent on push tokens)

FAQ:

• Q: What is an In-app message? — A notification sent to users within your app, guiding them to specific points of interest such as new features, offers, or onboarding.
• Q: When do In-app messages work best? — When you want to guide or influence users while they are already engaged with your app, taking advantage of that moment of active attention.
• Q: Can In-app messages reach users who opted out of push? — Yes; they work entirely within the app, independent of opt-in status for other channels.
• Q: When should I use another channel instead? — When the user is not in the app, for critical/time-sensitive alerts needing to reach users outside the app, for regulatory messages needing read confirmation, for account reactivation, or for high-volume transactional updates.
• Q: What is the risk of overusing In-app messages? — Banner blindness, where users start ignoring messages that appear too often.