In-app messaging is a key component of customer engagement that uses hyper-targeted notifications to reach users while they're using an app, website, or product. It provides personalized rapport with customers through features like messages, Product Tours, Surveys, and Mobile Carousels, which can be used to onboard new users, promote stand-out features, get user feedback, and retain existing customers. Unlike push notifications, in-app messaging encourages deeper usage and education while the user is in the app, making it an effective way to drive action and results. To optimize in-app messaging strategy, businesses should provide easy exits, make messages visually appealing, pay attention to metrics, use rules to target messages, test and iterate on messages, set up follow-up actions, and create consistent experiences across web and mobile platforms. Several brands are leading the way with in-app messaging by using Intercom's platform to contextualize customer feedback, drive action, and improve customer satisfaction scores.