Jimmy Kim and Speaker B explain why Spotify's real-time in-app messages work better than generic browse-abandon emails. Spotify's personalized messages for music discovery and listening milestones drive 30% higher engagement and 25% longer sessions.
What do you think about in-app messaging? Do you think that there's an opportunity here that people don't think about?
I do. And I'd say prior to our research, I was kind of somewhere in the middle. I'd say now I'm more on your side with it, where what makes this kind of really effective is the ability to deliver, again, the right message at exactly the right moment in the customer's journey. It's like nails everything you want to do in marketing as a whole.
No, that's exactly right. And instead of setting that generic, like, browse abandoned or the SMS, you can respond to what the customers are actually doing right now. I think there's an opportunity here. Exactly.
And it creates kind of a more conversational, helpful experience rather than feeling like kind of stale traditional marketing.
Yeah, and I know we went to go find some people who were doing it well, and one place that I looked at because I was like, who does it well? And I was talking to the AI about it, and they told me Spotify does this really well, and they do it for music discoveries with playlist recommendations, listening milestones. And they said, according to the web, that Spotify's personalized in-app messages drive 30% higher user engagement and 25% longer session time. That's pretty good, man.
