How custom HTML In-App-Messages can level up the Marketing-Opt-In Rate.

The Problem, Strategy, and Results of the Campaign

Problem:For our drivers, it's important to sign up for our marketing communications to receive bonus, incentive and product feature announcements by email or push message. Why? Because our product is their daily work tool. But, the problem is that we had a certain number of already registered users who did not sign up for the marketing communication.

Strategy: Send an In-App-Message to new users and to users which are not marketing hard opt out to ask them if they want to receive bonus communication.

Results: After three different tests, we have found a winning variant. The custom HTML In-App-Message received a conversion rate of more than 51%. This is 7% more compared to the Modal In-App-Message (Variant B). In another test, the custom HTML IAM received a conversion rate of more than 55%. This is 6% more compared to Variant B.

In general, our modified marketing harvesting automations have performed better than others before them. The cause could be the changed headline image.