The Power of Language in Mobile Messaging

Mobile messaging is a very fluid communication channel with documented user churn rates — as much as 80 percent in some cases. The high rate of mobile app abandonment requires marketers use all available data and leverage push notifications and the rich in-app inbox to test smaller campaign and event-based messages to segments shortly after the app is installed. The tone and language of mobile messages sent to new users should urge them to keep interacting with the app, which in turn sheds even more light on how long they use it, which features they use the most and what actions they take on the road to a conversion.