How Mavlers Uses Braze for In-App Messaging Success

Anticipating and going beyond our clients’ project briefs is what sets us apart.

Following this vision, last month, our team launched, among other things, Braze’s in-app messaging as a service. We wanted to share how we’re advancing with Braze’s in-app messaging, including encountering challenges and resolving them.

Speaking generally, in-app messaging boasts a 75% impression rate. That’s a mind-blowing 45 times higher than email. 3 times higher than push notifications, too.

In-app messaging is targeted, contextual, and up-front. In Braze, we’ve leveraged modals (basic and advanced) and full-screen messaging so far.

We’ll get to both, but first, let’s quickly catch up on the benefits of in-app messaging, and why you should add it to your marketing playbook.

Benefits of in-app messaging
Full-screen messaging
Modals in Braze
Challenges while implementing modals

Benefits of in-app messaging

Here are some of the benefits of in-app messaging:

Enhanced User Engagement: Personalized, timely messages boost user interaction and retention, guiding users through key actions and features within the app.
Improved User Experience: Seamless integration with the app’s interface ensures a smooth experience, while relevant messaging minimizes the risk of users feeling spammed or overwhelmed.
Higher Conversion Rates: Targeted messaging drives higher conversion rates for promotions, updates, and calls to action, while effective onboarding and re-engagement strategies enhance overall app performance.
Data-Driven Decisions: A/B testing and detailed analytics provide valuable insights, enabling continuous improvement and optimization. A data-driven approach allows for the continuous refinement of messaging strategies over time, ensuring effectiveness and relevance.
Brand Consistency: Customizable templates maintain alignment with brand guidelines, ensuring consistent messaging across all channels and touchpoints.
Operational Efficiency: Pre-built templates and an intuitive interface save time and resources, while automated triggers and scheduling minimize the need for manual intervention.

Full-screen messaging

Full-screen messaging is where the message takes up the whole screen. If the notification is urgent and demands immediate attention, a full-screen message is very useful. Below is an example of a full-screen notification in Braze on mobile.

Full-screen messaging offers the following benefits:

Improved visibility: A full-screen message is unmissable. But which is also why it should be used only when needed. Leverage it for important, urgent messages.
Strong call to action: The available real estate allows you to feature a strong, prominent call to action, encouraging the user to act immediately.
Immersive experience: Occupying the entire screen, these messages create an immersive experience, deepening the viewer’s focus. Depending on how you design these messages, it can foster positive brand perception and improve UX.
Great for critical information: You may use full-screen messaging to highlight time-sensitive offers — but, keep it few and far between.

Modals in Braze

Modals show up in the center of the app’s screen. The below image, for example, shows a survey modal in Braze.

Here is another example of an email capture form modal in Braze.

Challenges while implementing modals and resolutions

We faced a number of challenges working with modals in Braze. Here are some of them.

Challenge 1

We encountered height issues with multiple slides in Braze’s In-App messaging, as each slide had different heights, making it difficult to standardize the height across all slides.

Resolution: We removed the height property from the main class to address height issues, and adjusted the content positioning to ensure compatibility across all devices.

Copy Code

<!-- Slider controls -->
<div class="slider-control">
    <div class="slider-control-wrapper">
        <img src="./images/arrow-left.svg" alt="slider-arrow" class="arrow" data-slider-arrow="prev">
        <div class="dots-wrapper" data-slick-slider="bread-crumbs-box">
        </div>
        <img src="./images/arrow-right.svg" alt="slider-arrow" class="arrow" data-slider-arrow="next"> 
    </div>
    <div class="data-wrapper">
        <button data-btn-type="close-popup" class="secondary-action">Secondary action</button> 
        <button class="primary-action" data-btn-type="primary-action">Primary action</button>
    </div>
</div>

Challenge 2

After displaying the last slide and triggering the final on-click behavior button, the In-App message was supposed to close automatically, but we encountered an issue preventing this from happening.

Resolution: We implemented a separate JavaScript function [lastButtonListener()] to resolve the closing issue after the final on-click behavior CTA. This JavaScript function manages button behavior within a slider component, making actions like closing a pop-up possible. Here’s the code.

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lastButtonListener() {
    const ctaArray = this.$sliderParent[0].querySelectorAll("[btn-type]"); 
    if (ctaArray.length > 0) {
        ctaArray.forEach(eta => {
            const btnType = eta.getAttribute("btn-type"); // corrected variable name
            eta.addEventListener("click", () => {
                if (btnType === "close-popup") { // added comparison operator
                    this.$sliderParent[0].parentElement.style.display = "none"; // fixed variable name
                } 
                if (btnType === "primary-action") { // added comparison operator
                    // const getCurrentSlide = $(this.sliderControl).slick("slickCurrentSlide"); // Uncomment if needed
                    const slideLength = this.sliderControl[0].slick.$slides.length; // fixed indexing
                    // if (getCurrentSlide === slideLength - 1) { // Uncomment if needed
                    window.open('https://www.google.co.in/', '_blank');
                    this.$sliderParent[0].parentElement.style.display = "none"; // fixed variable name
                    // } else {
                    //     $(this.sliderControl).slick("slickNext"); // Uncomment if needed
                    // }
                }
            });
        });
    }
}

Challenge 3:

We could only apply different media queries for various mobile clients when the modal’s position was based on height.

Resolution: We utilized advanced CSS (such as default styles, responsive design principles, CSS variables, and custom scrollbar styling) to maintain the in-app structure across various mobile clients.

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/* Default styles */
up-in-app .slick-dots .slick-active button {
    background: rgba(16, 16, 5, 0.11); /* Assuming 0.11 is the intended alpha value */
    width: 32px;
    border-radius: 32px;
}

/* Responsive styling */
@media screen and (max-width: 767px) {
    up-in-app .popup-overlay {
        align-items: flex-end;
    }
}

:root {
    --slide-bg-color: max-width: 100vw; /* This line needs clarification */
}

up-in-app .popup-slider-container {
    border-radius: 16px;
    border-bottom-left-radius: 0px;
    border-bottom-right-radius: 0px;
    background-color: var(--slide-bg-color); /* Assuming you want to use the variable here */
}

up-in-app .popup-slide {
    border-radius: 0;
    padding: 60px 16px 32px 16px;
    max-width: 100vw;
}

up-in-app .popup-slide .popup-btn-top {
    max-height: 120px;
    overflow-y: scroll;
}

up-in-app .popup-slide .popup-btn-top::-webkit-scrollbar {
    width: 2px;
}

up-in-app .popup-slide .popup-btn-top::-webkit-scrollbar-track {
    border-radius: 20px;
    background: rgb(255, 255, 255);
}

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