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Poorly executed in-app (or in-product) notifications can make users leave your product quicker than you can say “spam.”

When used effectively, however, contextual notifications are a great tool for engaging users within your product or app. In-app notifications can gently guide users towards your product's most valuable features and educate them on the benefits. In fact, research firm Localytics found that mobile apps using in-app messaging have 3.5x higher user retention and 27% more app launches than those that don't communicate in-app.

So how do you communicate with users within your app without coming off as spammy, or giving users a poor experience? How can you design your notifications around their needs instead of yours?