Best Practices for in-app Messages (Braze) to Re-engage Shoppers

For modern e-commerce and mobile retail, the moment a user installs your app is just the beginning. The real challenge is keeping them engaged, especially when they drop off mid-purchase or haven’t returned in a while. This is where in app message campaigns become critical.

Using a powerful platform like Braze, in-app messages (IAMs) allow you to speak to users contextually, while they are actively using your app, maximizing relevance and minimizing intrusion. These messages are highly effective for re-engaging shoppers because they interrupt the user’s focus only when they are already within your brand environment.

Here are the best practices for designing and deploying Braze in-app messages to maximize shopper re-engagement and drive conversions.

Context is King: Triggering Based on Real Behavior

Unlike push notifications, IAMs offer hyper-contextual opportunities. The key to re-engagement is triggering the message based on an action—or lack thereof—that signals a specific shopping intent or friction point.

A. Cart Abandonment Rescue

The most crucial re-engagement scenario. Triggering a push notification later is often too late; an IAM provides an immediate opportunity to save the sale.

• Trigger: User adds items to the cart, navigates away from the cart view, and then remains active in the app for a set period (e.g., 3 minutes) without returning to the cart or checking out.
• Best Practice: Use a small, non-intrusive Banner or Modal message format.
• Copy Focus: Focus on Loss Aversion. Example: “Did you forget something? We’re holding your items. Checkout now before they sell out!”

B. Browse Abandonment Guidance

When a user shows intent by browsing high-value items but leaves the product page without adding to the cart, they may be experiencing doubt or friction.

• Trigger: User views a single high-value product category (e.g., “Designer Shoes”) or a specific product multiple times within a session, then navigates back to the homepage.
• Best Practice: Use a subtle Bottom Banner format.
• Copy Focus: Offer Friction Reduction. Example: “Want to save this for later? Tap here to add it to your Wishlist.” (This is a low-commitment action that re-engages them with the product.)

C. Feature Discovery for Dormant Users

For users who haven’t shopped in a month but are actively browsing the app again, they need to be reminded of new features or saved value.

• Trigger: User logs in after 30+ days of inactivity and remains on the homepage for more than 15 seconds.
• Best Practice: Use a clean, full-screen Slide-up or Interstitial (if low frequency) to announce a high-value feature.
• Copy Focus: Highlight Value Reciprocity. Example: “Welcome back! Did you know you’ve earned 50 loyalty points? Redeem them on your next purchase.”

Design and Format Best Practices

The format of the IAM must align with the urgency of the message and the screen context. Braze offers various formats (Modal, Full Screen, Banner, Slide-up) that need careful deployment.

Keep it Visual and Branded

IAMs should look native to your app but still stand out. Use high-quality imagery, your brand’s color palette, and a clear, single Call-to-Action (CTA) that uses active language (e.g., “View Cart,” “Claim Discount,” not “OK”).

Copywriting for Action and Urgency

Effective re-engagement copy is concise, benefit-driven, and uses psychological principles to motivate the user.

• Implement Scarcity: Use dynamic content to reference limited-time availability. Braze makes it easy to pull in data points. Example: “Your favorite shoes are selling fast! Only 3 pairs left in your size.“
• Leverage Loss Aversion: Frame the message around what the user stands to lose, not what they might gain. Example: “Don’t miss out on free shipping! Your cart is only $10 away from qualifying.”
• Use Personalization: Dynamic substitution is key. Reference the product category they abandoned or the number of loyalty points they have. Example: “Welcome back, Sarah! Your saved items are waiting.”
• Immediate Value Proposition: The message must justify the interruption instantly. State the value up front. Example: “Surprise Gift! Get 15% off your entire order right now.”

Advanced Testing and Targeting (Braze Features)

Braze provides robust tools for sophisticated deployment of IAMs.

A. Frequency Capping and Quiet Hours

Nothing kills re-engagement faster than message fatigue. Set global Frequency Capping to limit the total number of IAMs a user sees per day or session. Also, utilize “Quiet Hours” for push notifications to avoid sending IAMs immediately upon login if the user is logging in at 3 AM.

B. Segmenting by Intent (Custom Events)

Don’t target all shoppers equally. Use Braze’s custom events to segment based on clear intent signals:

• High-Intent Abandoners: Users who abandon a cart worth over $100. (Offer a higher incentive, like a percentage discount).
• Low-Intent Browsers: Users who only view product pages under a specific threshold. (Offer a low-friction incentive, like a “Save for Later” reminder).

C. A/B Testing

Always A/B test the following elements:

1. Format: Banner vs. Modal for cart abandonment.
2. Copy: Loss Aversion vs. Gain (e.g., “Don’t lose your free shipping” vs. “Get free shipping”).
3. Trigger Delay: Instant vs. 30 seconds after the abandonment action.

By applying these contextual, design, and psychological principles, your Braze IAMs will stop being simple notifications and start acting as highly effective, personalized re-engagement agents that drive shoppers back to checkout.

Conclusion

Effective re-engagement through in-app messages transcends simple notification delivery; it is a meticulous exercise in understanding user intent and deploying timely, relevant communication. Platforms like Braze offer the granularity needed to move beyond generic alerts, enabling marketers to target the specific moments of hesitation or abandonment that prevent conversion. By prioritizing contextual triggers, aligning the message format with the level of intrusion required, and crafting copy based on proven psychological motivators like urgency and loss aversion, your in-app message strategy shifts from being a mere communication channel to a powerful conversion optimization tool. The best practice is continuous testing and segment refinement, ensuring every in app message acts as a helpful, welcome guide back to the checkout, maximizing the lifetime value of every shopper.