What Is a Push Notification?

Why Should You Send Push Notification?

Initially introduced in iOS 3.0, push notifications have evolved to include advanced features like personalized tones, badges, and quick actions without opening the app. They are supported across operating systems, including iOS (APNs), Android (FCM), and others.

Push notification plays a vital role in driving app growth by keeping users engaged and encouraging them to return. Re-engaged users typically show higher in-app conversion rates and lower acquisition costs than new users, making push notification an efficient growth strategy.

Push notification help:

• Re-engage dormant users
• Establish a habit of returning to the app
• Bring return users to drive repeat purchases
• Getting user attention at the right time with the right messages

Push Notification Setup: What’s Needed?

To implement push notifications effectively, you need the right infrastructure for:

• Reporting
• Scheduling
• Mobile marketing automation
• User attribute collection & segmentation
• Data management
• Security
• Cross-platform support

It’s better to check your team’s bandwidth and market providers to make a decision on whether to build it in-house or outsource them.

Key Insights About Push Notification

To measure the success of push notifications, track the right metrics:

• Click-through rate, retention rate, and conversion rate indicate performance.
• Opt-out and uninstall rates reveal what’s not working.

For retail apps, push notifications can significantly impact retention:

• Weekly notifications can increase retention rates by 2–5x.
• Daily notifications can boost retention rates by 3–6x.

Best Practices for Push Notifications

Push notifications are a powerful tool to boost user engagement when implemented strategically. By focusing on personalization, timing, and relevance, app developers can create meaningful interactions that keep users active without overwhelming them.

1. Send Notifications at the Right Time

This way, notifications are relevant and less likely to be ignored. For example, a food delivery app notifying users about dinner deals during the evening is far more engaging than sending it at odd hours. Understanding user habits and time zones is critical for effective timing.

2. Don’t Send Too Many (or Too Few)

Overloading users with push notifications can lead to frustration, increased opt-outs, or even app uninstalls. Limit the frequency of notifications and use analytics to determine what works best for your audience.

3. Make Each Message Meaningful

Generic notifications rarely capture attention. Personalized messages, based on user behavior, preferences, and location, can make users feel valued. Here’s an example. We’ve also seen that using emojis in push notifications increases reaction rates by 20%.

4. Make Notifications Interactive

Interactive notifications, such as action buttons or quick replies, make it easier for users to engage without opening the app. For example, a retail app can allow users to “Play games to earn more discounts” or “Buy Now” directly from the notification.

FAQ