Rich Messages are HTML app pages which can be sent to app users via an in-app inbox. Messages are typically created in some sort of HTML editor, whether from raw mark-up or by using a WYSIWYG editor.
The messages are designed to be responsive, in that they can be sent to any mobile device and will behave accordingly to ensure that the user receives the same experience no matter the screen size.
As Rich Messages use HTML (often HTML5), they can include any type of rich content; colours, fonts, images, animations and video, essentially any feature supported by HTML.
Rich Messages are also capable of using merged data, so that each user’s message can be personalised with their name or any other personal data a brand has access to. By using a mobile CRM, or database, it is possible to sync all central CRM customer data to the app to use for personalisation, targeting and segmentation.
Push to Notify
When deploying a Rich Message, marketers can decide whether to use a push notification to make the user aware of new content in the inbox or make the message silent, so it is received and stored in the inbox for when the user returns to the app.
Of course, as push notifications are completely permission based, users can choose whether to receive any at all from the app.
How are the Messages Delivered?
App developers or owners can use push via the Native Push Channels, as per usual. However, rich messages are sent to the device via HTTPS meaning a secure tracked delivery of the content.
Marketers can be sure that a message delivered via HTTPS will be tracked at each stage of delivery and will have a clear view of its final disposition. This is different to traditional push, where messages cannot be tracked as the channel does not allow for the receipting that takes place via HTTPS.
It’s important to recognise some clear best practices for rich messaging, and respect the preferences and behaviours of users when communicating with them. Find out more by reading our best practice blogs or visiting the Donky site.