A mechanism for delivering real-time messages to user devices through apps or browsers. Used for timely information delivery such as sale announcements, coupon distribution, and order status updates, it contributes to improving user engagement.
Types of Push Notifications and How Delivery Works
Push notifications fall into two main categories: "mobile push notifications" delivered through smartphone apps, and "web push notifications" delivered via web browsers. Mobile push is delivered through iOS's APNs (Apple Push Notification service) or Android's FCM (Firebase Cloud Messaging).
Delivery triggers are diverse, including time-based (sale information every morning at 9 AM), event-driven (cart abandonment reminder 1 hour later), and location-based (coupon delivery when near a store). Uber Eats notifying users that "your favorite restaurant is having a sale" is a typical example of event-driven notifications, delivering personalized messages based on user behavioral data.
Effective Push Notification Strategies
The greatest risk of push notifications is user attrition from excessive delivery. Too many notifications lead users to turn them off or, in the worst case, uninstall the app. Industry best practices recommend limiting notifications to 1-2 per day and delivering only information that provides value to the user.
The keys to maximizing effectiveness are segmented delivery and personalization. Rather than sending the same notification to all users, deliver highly relevant information based on purchase and browsing history. Personalized notifications like "the item you favorited is now 20% off" reportedly achieve 2-3x higher open rates compared to mass broadcasts.
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