Push Notification
Short messages sent from an app or website directly to the user’s device, even when the app is not open.
Push notifications are one of the most effective channels to re-engage users and inform them in real time. Whether order status, breaking news or personalised offers: used well, they significantly increase engagement and retention. Used poorly, they lead to immediate uninstalls. The art is relevance, timing and frequency.
What is Push Notification?
Push notifications are messages sent actively from a server to a user’s device without the user having to open the app. Types include mobile push (iOS/Android), web push (browser notifications via service workers) and in-app messages. On iOS, delivery is via Apple Push Notification Service (APNs); on Android via Firebase Cloud Messaging (FCM). Web push uses the Push API with service workers. Users must explicitly allow push (opt-in), which improves audience quality.
How does Push Notification work?
The app registers with the OS push service (APNs for iOS, FCM for Android) and receives a device token. The app sends this token to your backend. When a notification should be sent, the backend sends the message with the token to the push service, which delivers it to the device. Rich push can include images, buttons and interactive elements. Segmentation and personalisation greatly increase relevance.
Practical Examples
E-commerce app: Customer gets a push when their package is shipped, with tracking link and estimated delivery.
Banking app: Instant notification for every account movement as a security feature against fraud.
News app: Personalised breaking-news alerts based on the user’s interests.
Fitness app: Daily reminders at workout time with motivating text and current streak.
SaaS platform: Web push when a colleague comments or assigns a task.
Typical Use Cases
Transaction notifications: Order confirmations, shipping status and payment received in real time
Re-engagement: Bringing inactive users back with personalised offers or reminders
Real-time updates: Breaking news, live scores or price changes
Security: Immediate alerts for suspicious account activity
Marketing: Personalised offers, sale announcements and product recommendations
Advantages and Disadvantages
Advantages
- High visibility: Push appears on the lock screen and is hard to miss
- Real-time delivery: Messages reach users within seconds
- Engagement: Well-personalised push can achieve 20–40% open rates
- Retention: Regular, relevant notifications keep users active
- No delivery cost: Unlike SMS or calls, push does not incur per-message cost
Disadvantages
- Opt-in hurdle: Users must allow push; on iOS only about 50% do
- Annoyance risk: Too many or irrelevant notifications lead to uninstalls
- Platform differences: Different APIs and limits on iOS and Android need separate implementation
- No guarantee: Push can be suppressed by power saving, Do Not Disturb or OS settings
Frequently Asked Questions about Push Notification
How often should you send push notifications?
What is the difference between push and in-app messages?
Do push notifications work on the web?
Related Terms
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