How in-app retargeting engages users who ignore push and email

Where do marketers turn when audiences opt out of push notifications, emails, and CRM outreach activities? One often overlooked but highly effective strategy is in-app retargeting.

In-app retargeting allows marketers to show personalized ads to users within the apps they’re using. The open rates for this ad content can reach 75% – which is over 45 times higher than email and nearly three times higher than push notifications.

Here’s how in-app retargeting helps reach users who have opted out of other forms of communication.

When users disable push notifications or unsubscribe from your email lists, they have signaled a desire for fewer interruptions outside the app. In-app retargeting respects this preference and reduces intrusiveness by only showing ad content to those inside your app. Since this communication happens during a live session, it’s less likely to be an interruption and more like a native part of the overall app experience. Research shows that 59% of smartphone users consider in-app advertising to be less invasive than other ad formats.

In-app messages can be triggered by user behaviors or specific in-app events, allowing for highly personalized and relevant engagement. For instance, if your user adds an item to their cart but doesn’t make it to the checkout, a well-timed in-app message offering a discount or free shipping can nudge them toward conversion. This level of real-time contextuality can be difficult to achieve with emails or push notifications, which may be delayed or missed entirely.

In-app messages don’t require any special permissions, which means you can reach users who have unsubscribed from emails or disabled notifications. Partner with a reliable and privacy-compliant DSP and use your first-party data to segment and retarget your most valuable audiences - this is valuable in a world where third-party cookies are being phased out and data access is becoming more restricted.

When done correctly, in-app retargeting adds value to the user journey rather than detracting from it. For instance, offering helpful product recommendations, highlighting underused features, or guiding users through onboarding steps can all enhance user satisfaction and lead to deeper engagement. The crucial part is to ensure messages are relevant and seamlessly integrated into your app’s flow.

In-app retargeting is not just about engagement – it’s also a proven way to improve conversion rates and retention. You can impact key performance metrics, such as ROAS, by working with a DSP to address user drop-off points, promote limited-time offers, or re-engage lapsed users with personalized content. As retargeting content appears inside the app in real time, it typically sees higher visibility and response rates when compared to traditional channels such as email.

Users are becoming more selective about how they engage with brands, meaning you must adapt by using privacy-friendly strategies like in-app retargeting. This approach allows you to deliver timely, relevant, and non-intrusive content that drives engagement, conversions, and long-term loyalty.

We are mobile DSP that helps the world’s largest apps drive revenue and growth through programmatic advertising. We specializes in app-retargeting and each over 2 billion across more than 1 million apps. Complemented by a fully managed service, we’re the trusted mobile advertising partner for leading apps across all major verticals including gaming, on-demand delivery, e-commerce, and finance.