Do Not Disrupt User Experience When Delivering Messages For Your Super App
Super Apps is a hot topic in marketing – especially for those living in Western countries. In Asia, it has been known and used for a very long time. Offering more than one service in an app is a great way to attain an extended user base, which is a cool thing. However, when it comes to delivering content for different services in a single app, things get a little complicated.
Before the potential problems that may occur when communicating for super apps, let’s first look at what these applications are and how they work. Super applications mean that different services such as messaging, shopping and finance can be done through a single application. When we consider that every product and service has an application and phones have turned into application garbage, we can explain why this concept is so popular.
Wechat and Alipay from China are one of the first examples of super apps. Both examples first emerged with the messaging feature as a social media application, and later on, by incorporating different types of services such as shopping, hotel reservations, movie tickets and money transfer, they started to offer all these services through a single application.
Super apps, by their nature, offer multiple services in a single app. A super app may include food delivery, groceries and clothing categories – all at once. That means it can appeal to three different user groups. One user may be using it only for ordering food and another for shopping for clothes. In other words, since the purpose of each user to use the application is different, it will be wise to interact with them differently.
Sending push notifications about discounts in restaurants to a user who has never ordered food from your app will disturb them. And receiving notifications about every category from the app will disrupt your marketing efforts and even lose customers. Message everyone for every service in your app to publicize your services, at the expense of losing customers? Or embrace a more personal way of communication according to the way your customers use the application? It is no brainer of course. Now let’s get to how.
Use Netmera’s Message Category Feature For A Better User Engagement
We agree that it is not wise to send the same message to every user, for whatever purpose they use the app. For this very reason, super apps allow users to determine the categories from which they want to receive notifications. At this point, Netmera ensures that push notifications are sent according to these categories that users allow.
The message categories shown to the user on the application screen are located in Netmera and Netmera SDKs track the opt-in and opt-out status of users in these categories. Afterwards, users who allow only certain categories in automation setups are targeted in the push notifications sent, and it is ensured that you interact with users in line with their preferences.
The logic here is to set up the right communication strategy, taking into account who is targeted with which message. With Message Categories, you can turn every click on your services into a personalized interaction through targeted messages. As you increase the personal experience, you will make your users feel more special, making them more engaged with your service and be more active, and thus significantly increase engagement, retention and revenue.