Managing In-App Campaigns

There are two main ways to launch marketing campaigns: by segments (bulk) and by events (trigger). Bulk campaigns are great for Christmas newsletters, and triggered mobile pushes are essential for onboarding new users. However, In-App messages differ from emails and push notifications in terms of marketing and technical perspectives.

From a marketing standpoint, the concept of sending in-app messages is not accurate. It's more appropriate to view it as running a continuous campaign for a specific user segment. This continuous engagement is a key aspect of In-App campaigns.

From a technical perspective, the real-time delivery of In-App messages is of utmost importance. While a 40-second delay in sending push notifications or emails may not be a significant issue, even a 10-second delay in In-App messages can be detrimental to user experience.

Reteno's In-App messages approach fixes these issues. In-App setup and triggering rules are configured directly in the message settings. You can run a campaign for the segment and display it instantly through an on-device event.

Let's explore how to set up In-App triggering to meet various business goals.

Setting Up In-App Campaigns

The preparation of In-App campaigns consists of two parts: design of the appearance of messages and setting their triggering rules. Triggering rules contain

  • selection of the event and its parameters that will trigger In-App,
  • definition of target segments,
  • display frequency settings.

The main settings options are events and segments.

Triggering by Event

Select the event that will trigger In-App in its triggering rules, such as completing a lesson or a game level.

Triggering by event

You can detail settings by specifying additional event parameters, such as completed 5th lesson or 5th level.

Event parameters



Only events from the SDK can trigger In-Apps

Triggering by Segment

To address the In-App campaign to a certain segment, specify the appropriate segment in message-triggering rules. For example, you can incentivize the first purchase in the segment of users who use the app for a week but do not use paid functionality. To do this, create the segment with appropriate conditions and specify it in the triggering rules of the In-App with a special offer.

Triggering by segment



Combining the After event and the To whom triggering rules is possible. For instance, limit the In-App triggering after a specific event to certain countries.

Using In-App in Omnichannel Workflows

You can use the Mobile Push and the Add to segment blocks to trigger In-Apps within a workflow.

Mobile Push

Link an In-App to tap at a mobile push, for example, to reveal more details about the offer contained in the push. Specify such a push in the Mobile Push block settings, and users will see both messages within the workflow.

Mobile Push block settings

Add to Segment

  1. Specify a static segment (List) into which users will fall in the Add to segment block settings.
Add to segment block settings
  1. Set the corresponding segment in the In-App triggering rules (To whom).
Set the segment

Adding a user to the segment in the workflow will trigger the In-App according to its triggering rules.