What Is In-Product Messaging (IPM)? Meaning, Hierarchy, and Key Benefits

In-product messaging (IPM) is communication delivered inside the product experience itself, not through an outside channel. These messages appear in apps, websites, software, and portals, and reach users on smartphones, computers, and tablets. In marketing, IPM means talking to users at the moment they are already using your product, so the message arrives with full context.

Why is in-product messaging important?

In-product messaging and in-product communication matter because they are a marketing strategy in their own right. They provide information about products and services while users are still weighing a purchase decision, with a clear emphasis on how the product benefits them as individuals. Because the message lives inside the product, a business can create targeted messages for specific users instead of one generic broadcast.

For practical guidance on timing, tone, and frequency, see our guide to in-app messaging best practices.

What is a messaging hierarchy?

Launching a new product message is not a straightforward task. A messaging hierarchy is a framework that keeps your messages consistent across every touchpoint. It also supports your storytelling. Memorable, explicit messages backed by strong stories about your products, services, and company are much easier to build when a messaging hierarchy sits underneath them.

Basic example points of a messaging hierarchy

• Product description: What do you do?
• Value proof: Why should you be trusted?
• Differentiation: Why your product?
• Value proposition: What are your key benefits?

Positioning vs messaging: what is the difference?

Messaging is the specific set of statements and stories you tell about your products and services to increase revenue. In other words, it is the message that sells the product. In most cases, messaging is the backbone of positioning and has to support it.

Product positioning, on the other hand, answers how your product and services are known in the market. It is usually a combination of actions that build that position, such as your vision and mission.

Key benefits of in-product messaging

These are the benefits of successful in-product messaging. Treat them as pillars that support the rest of your effort.

1. Targeted messages to users

In-product messaging lets you reach different types of customers in different ways. Use user segmentation to decide who sees which product promotion message, and each message will work harder.

2. Different use cases

In-product messaging can be used in many ways. It has a significant effect on customer engagement and on different types of marketing activity, including how you announce new features and drive adoption. It can also be used for internal employee training, which lifts employee satisfaction and motivation.

3. Better engagement and conversions

Getting customers' attention is hard because marketing channels and activities keep multiplying. That is exactly what makes in-product messaging one of the most engaging ways to interact with your customers.

Intercom claims that in-product messages are 1.5 times more likely to be opened than emails, and 6.7 times as likely to receive a response. Email still has a place in a launch, as these product launch email examples show, but the in-product channel is where attention is highest.

What are the key components of in-product messaging?

These are the components of successful in-product messaging. Get them in place before you write a single message.

1. Having a unique selling proposition

A unique selling proposition (USP) is the particular appeal or value a product has for customers, the thing that sets it apart from competing products. It is a powerful tool for business owners who want to differentiate what they sell. A USP may be one or more of the following: price, quality, or service.

2. Knowing your customer

A business needs to understand the types of customers it has. Some companies want all-arounders who will buy anything and everything from them. Others look for a niche market or a particular product type.

The most important part is knowing your customers' characteristics and how those relate to your products. A brand messaging matrix can help you build that strategy correctly.

3. Creating a story

Storytelling matters more and more in business. Stories connect with customers on a personal level. In product messaging, they can highlight features of a product or service that are not obvious at first glance.

Storytelling has been shown to increase customer engagement and loyalty while lowering marketing costs. The same principle runs through the strongest SaaS content marketing strategies.

4. Defining your goal clearly

Product messaging is a critical part of any marketing strategy, so it has to be carefully planned and executed. Defining your product messaging goals keeps you focused on what needs to be done to reach them. Ask one question first: what do you want to accomplish with your in-product messaging strategy?

5. Explaining your key benefits

Explaining the benefits of your products and services is an essential part of marketing. Customers want to know what they are getting before they make a purchase decision, so every positive has to be communicated clearly enough to convince them. The most effective way to do this is through product messaging.

For better campaigns and strategies, it also pays to keep reviewing product marketing trends as they change.