In-application messaging is on the rise among marketers and developers looking to overcome some of the deficiencies of push notifications. Unlike a push, which often suffers ill-timed delivery, in-app messages hit users when they open an app and "they support more feature-rich content, like images, links and longer copy," appboy strategist Spencer Burke says. Starbucks, for example, has "mastered in-app messaging to send out coupons and offers in addition to recommending apps and iTunes downloads," Lauren Johnson writes.

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