Best Practices

7 Tips for Developing an Effective In-Application Messaging Strategy

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7 Tips for Developing an Effective In-Application Messaging Strategy

In-app messaging is a powerful tool for software vendors aiming to convert unlicensed users into paying customers. By implementing a thoughtful compliance strategy, companies can educate users, protect their intellectual property, and unlock new revenue streams. The following seven tips provide a practical framework for developing effective in-application messaging campaigns. Whether you’re addressing piracy or simply looking to improve user engagement, these best practices will help you achieve your compliance goals.

1. IDENTIFY

Identify and segment the unlicensed users most likely to become paying customers.

  • Pursue the 83% of unlicensed users in mature markets who are well-intentioned victims of piracy and represent a huge opportunity for revenue recovery.
  • Target legally inclined users including opportunistic bargain hunters and individuals who are unknowingly using unlicensed software.
  • Don’t waste your time pursuing license revenue from committed pirates who have no intention of paying for software.

2. ALERT

Alert unlicensed users that the software they’re using may not be genuine.

  • Start by displaying a message alerting users that they may be using unlicensed software.
  • Offer them the opportunity to learn more or purchase a license.
  • Provide links to educational content about how users can protect themselves against piracy.

3. COMMUNICATE

Communicate the value of purchasing licensed software.

  • “Enjoy safety and stability, including protection from viruses and malware prevalent in unlicensed software available through piracy channels.”
  • “Get access to future point releases, which include feature updates and performance enhancements.”
  • “Receive technical support from product experts who can help you get the most from your software.”

4. PRESENT

Present the opportunity to purchase licensed software at a discount.

  • Be sensitive to the fact that roughly 70% of unlicensed software users paid someone for the product they’re using.
  • Offer unlicensed users a discount off their license as an incentive, especially if they’ve ignored previous in-application messages.
  • If they choose to purchase, send them directly to a shopping cart with the product already loaded to speed up the transaction.

5. DEFINE

Define escalation policies based on usage thresholds.

  • Allow time for your software release to go viral and be adopted by unlicensed users.
  • Capture usage data and analyze it to inform your escalation policies.
  • Define usage thresholds to trigger in-application messages that alert, educate, promote, and prevent.

6. PREVENT

Incorporate prevention tactics into your in-application messaging campaign.

  • If users receive several messages and continue to use the unlicensed software without purchasing, consider limiting the functionality of the application to encourage conversion.
  • You can choose to disable certain software features or revert the application to evaluation mode.

7. MEASURE

Measure results and drive continuous improvement.

  • Measure users/machines reached and conversion rates to track campaign effectiveness.
  • Test, iterate, and refine messaging to optimize campaign effectiveness in new releases.

Conclusion

A well-executed in-app messaging strategy not only safeguards your software but also builds trust with users. By identifying key segments, communicating value, and continuously refining your approach, you can drive higher conversion rates and long-term customer loyalty. Remember, compliance is an ongoing process that benefits from regular measurement and adaptation. Implement these tips to create a more secure and profitable software environment.

Frequently Asked Questions (FAQs)

An effective strategy includes identifying and segmenting unlicensed users, alerting them about compliance issues, communicating the value of licensed software, offering incentives, and continuously measuring results for improvement.

In-app messaging educates users about the risks of unlicensed software, highlights the benefits of legitimate licensing, and provides clear calls to action—such as discounts or direct purchase links—to encourage conversion.

Segmenting helps focus efforts on users most likely to convert, such as those unaware they’re using unlicensed software, rather than wasting resources on committed pirates who are unlikely to purchase.

Effective tactics include setting usage thresholds to trigger targeted messages, limiting software functionality after repeated non-compliance, and reverting applications to evaluation mode to prompt action.

Success should be measured by tracking the number of users reached, conversion rates, and ongoing testing and refinement of messaging to optimize future campaign effectiveness.

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