Push notifications are a powerful re-engagement channel. But used poorly, it leads to uninstallation. This guide presents strategies for notifications that engage without annoying.
What Are Push Notifications
Definition
Messages sent directly to the user's device.
Types
- Transactional
- Marketing
- Informative
- Behavioral
Platforms
iOS and Android have different behaviors.
Why Use Push
Re-engagement
Bring users back to the app.
Instant Communication
It hits immediately.
Personalization
Customized messages.
Zero Cost
You don't pay for shipping.
Permissions
iOS
Mandatory opt-in. Ask at the right time.
###Android
Auto-opt-in history. Android 13+ asks for permission.
Strategy
Explain value before asking permission.
Pre-Permission
Explanatory screen before the system prompt.
Notification Types
Transactional
Confirmation, status, alerts. Expected.
Promotional
Offers, promotions. Use in moderation.
Informational
News, content updates.
Behavioral
Based on user action.
###Social
Friend activity, mentions.
Segmentation
By Behavior
Actions performed in the app.
By Preferences
What the user indicated they want to receive.
By Cohort
When you registered, level of engagement.
By Location
Geofencing for local relevance.
Personalization
Name
Basic but effective.
Dynamic Content
Based on history.
Recommendations
Products, relevant content.
###Timing
Time when the user is usually active.
##Timing
Engagement Windows
When users respond better.
Time Zones
Respect the time zone.
Frequency
Don't bomb. Less is more.
Quiet Hours
Avoid early mornings.
Copywriting
Brevity
Short, direct title.
Urgency
When appropriate.
Clear Value
Why should it open?
Emoji
Use sparingly, in the right context.
CTA
Clear action.
Rich Notifications
Images
iOS supports rich media.
Actions
Buttons for direct interaction.
###Expandable
More information when expanding.
Custom Sounds
Distinctive sound (use with caution).
Deep Linking
What is it
Notification takes specific screen.
Implementation
URL scheme or universal links.
Importance
Context preserved.
Metrics
Delivery Rate
Delivered / Sent.
Open Rate
Open / Delivered.
CTR
Click-through rate.
Conversion
Action completed after opening.
Opt-out Rate
Disables.
Tools
Firebase Cloud Messaging
Google. Free, cross-platform.
OneSignal
Popular, easy to use.
###Braze
Enterprise, advanced automation.
###Airship
Pioneer in push.
Automation
Triggers
Events that trigger push.
Journeys
Automated sequences.
Dynamic Segments
Update in real time.
A/B Testing
What to Test
Copy, timing, segment.
Metrics
Open rate, conversion.
Iteration
Continuously improve.
Common Errors
Very Frequent
Leads to opt-out or uninstallation.
Generic
No personalization, no relevance.
Bad Timing
Early morning, inappropriate hours.
No Value
Notification that does not help the user.
###Clickbait
Promises and doesn't deliver.
Opt-out Prevention
Relevance
Only send what matters.
Frequency
Don't overdo it.
Preferences
Allow customizing types.
Value
Every push must be worth it.
Conclusion
Push notifications are powerful when used respectfully. Personalize, segment, optimize timing and always deliver value. The result is engagement without irritation.
##FAQs
1) How many pushes per week is acceptable? 2-5 for marketing. Transactional when necessary.
2) How to increase opt-in? Explain value. Ask after demonstrating usefulness.
3) Does Push work for all apps? Best for apps that are frequently used or have events.
4) Push replaced email? Complement. Each channel has a role.
5) How to measure push success? Open rate, conversion and, crucially, opt-out rate.
Also read
- Churn in Applications: How to Reduce and Retain Users
- Engagement in applications: strategies that work in practice
- Push Notification: Strategy and Performance for Companies
- User Retention: Strategies for Maintaining Engagement
- User Acquisition for Apps: Complete Growth Strategies
- Growth Hacking for Applications: Accelerated Growth Strategies