You’re starving. It’s 4 pm, and you’ve got an entire night of coding to get through. Just as you’re thinking about unwrapping the wrapper on your fourth leftover macaroni and cheese, your phone beeps.
Your burger is coming.
Thanks, food delivery app!
But how did you know I was hungry?
Turns out, not through psychic abilities. Your order showed up as a message on your phone.
It’s what we refer to as a mobile messaging campaign.
Curious to learn more about it, how it works, and how to use it for good?
Let’s check it out.
What is a Mobile Messaging Campaign in Food Delivery Apps?
Here’s the 1-minute summary.
A mobile messaging campaign is a form of marketing communication that you can push to your app users through their mobile phones.
Whether it’s an SMS, a push alert, an in-app message, or even a WhatsApp message, the idea is to send messages directly into your user’s pockets.
Mobile messaging is quick. It’s intimate. Done correctly, it can be incredibly powerful.
When it comes to food ordering apps, messaging is more than just letting someone know when their food has been delivered.
Messaging is used to facilitate sales, engage inactive customers, notify customers of orders, and monitor deliveries. Essentially, it’s about cultivating a relationship with your consumers.
But not an uncool one. If you are working with the correct food delivery app development company, it can be implemented.
Why It’s So Important in Food Delivery Apps?
Here’s the thing.
It’s cutthroat out there. There are hundreds of food delivery apps vying for the same piece of pie.
Luckily, a mobile messaging campaign can help you stand out from the crowd.
Here’s how it does that:
Fast action. In your message, throw in a 30% discount, good only for 15 minutes? Bet what will happen…
Customer retention. Want to remind your user to log in tomorrow? They’ll value your app more.
Better experience. When you provide real-time delivery updates, your users will enjoy a better experience.
Feedback. Before the memory of the order fades, ask them what they thought of the experience.
Food is emotional. That is to say, you can encourage your customers to become loyal.
Types of Mobile Messaging You Can Use
There are a lot of different types of messaging you can add to your food delivery app. Let’s review the ones you’ll most probably be using.
1. Push Notifications
If you use them properly, push notifications are a really powerful mobile messaging campaign tool. They pop up on your phone even when your app isn’t active.
Use them for:
- Time-sensitive promotions (30% discount on the first burger order)
- Engagement (We miss you. What are you ordering today?)
- Delivery updates
- Personalized offers (Red pepperoni pizza! Only for today)
Keep them short, sweet, and tappable.
Keep it friendly and remember to use emojis.
Use them for:
- Confirmation (Your order is now ready to be delivered)
- OTP and Login verification
- Quick offer alerts
For customers who might not have notifications turned on.
2. In-App Messages
These pop up only when your users are already inside your app.
For instance, you can use in-app messages to:
- Welcome a new user to your food delivery app
- Announce an app update
- Help users navigate the app by suggesting a purchase during the browsing phase
- Encourage them to leave a review or rating
- Remind them to download the app on their other device
They’re a great means to nudge your users in the correct direction.
3. Email (as a secondary channel)
Although not strictly a mobile messaging campaign, email is an asset you can leverage to reinforce your strategy. Use it to authenticate orders, deliver personal offers, or suggest foodstuffs.
Obstacles to Watch Out For
Not all messages from food delivery apps are excellent. Here’s what not to do—and how to get better.
Obstacle 1: Message Fatigue
Do you send five push notifications daily? Your users will silence you. Worse, uninstall your app.
Segment your messaging so that you don’t spam your users with notifications. You only need them when they’re needed.
Challenge 2: Inadequate Timing
You just received a “Hungry?” message at 2 am? That’s rather creepy.
Make use of analytics to discover when your users tend to order and plan your messages accordingly.
Challenge 3: Segmentation Fail
You send a vegetarian user a promotion for a steakhouse? Ow.
Segment your users by their preferences, their purchase history, and demographics. Provide them with what they desire.
Challenge 4: Low Engagement
Your message isn’t engaging your users. Something’s not working.
Avoid it: Try various forms of messages. Infuse a friendly tone. Try emojis. Refine the words until you discover what works with your audience.
Best Practices for Mobile Messaging Campaigns
If you’re ready to begin sending these messages, here are some best practices that can help you succeed.
1. Keep it Short and Clear
Got a second to spare? You’ve got even less when you’re sending a message to your user. They’ve already closed your app.
Write like you talk. Don’t use jargon.
2. Use A/B Testing
Determine which message performs best. Use two iterations of the same message and compare them. Optimize based on data, not intuition.
3. Always include a clear CTA
You can’t make a customer do something, but you can push them. Every message should contain a definite CTA. Whether you want it to say “order now,” “track your delivery,” or “get 20% off,” you want it to be explicit about what you want them to do.
4. Use Automation Tools
Automate your mobile text messaging campaigns. You can automate workflows to send messages. For instance, a welcome sequence, an abandoned order reminder, or a reactivation funnel.
5. Get Permission First
Be respectful. Never send a promotional message without first obtaining your user’s permission. It’s not merely good business sense. It’s the law.
How Mobile Messaging Campaigns Help You Win the Competition
The big guys are doing it. For example, Grubhub and DoorDash. If you want to take a piece of the pie, mobile messaging can help you.
Use it to:
- Keep your users engaged
- Increase repeat orders
- Reduce the number of order cancellations
- Create a smooth delivery experience
- Strengthen your brand personality
It’s an advantage no one needs to pay for.
Mobile messaging is particularly suitable for small or mid-sized food ordering app companies.
The reason is that if you already have an app developed, you can use it from the very first day.
You can:
- Send exclusive offers to your regular customers
- Notify about new items on the menu
- Monitor table bookings
- Send pickup notifications
Get feedback on a meal.
Mobile messaging is the pillar of your customer communication. You wouldn’t want to begin from scratch.
Restaurant Owners—You Can Do This Too
If you’re a restaurant owner, you can also have a branded app. It needn’t be a restaurant app development company you hire for a small business.
Here’s what you can do:
- Reach out to your loyal customers
- Announce new items
- Send restaurant alerts (table reservation, pick up alert)
- Collect feedback
Conclusion
Mobile Messaging isn’t merely about delivering text messages. It’s about improving your user experience.
Don’t think of a mobile messaging campaign as an information-delivery mechanism. Think of it as the foundation of your user experience.
It can keep you in touch with your customers, aid you in getting feedback, and make your users happier.
So, whether you’re developing a new food delivery app or are trying to grow your existing one, don’t take messaging for granted. It’s part of your strategy.
Your users are on their phones. The question is—what message will they see from you?
