Push Notification

What is a push notification?

A push notification is a message that pops up on your mobile device, desktop, or web browser even when you’re not actively using an app or website. Unlike emails that sit in your inbox waiting to be opened, push notifications appear directly on your screen & demand immediate attention.

Trust me – you’ve probably come across push notifications everywhere. Example: when your phone buzzes with a news alert. Or your Chrome browser shows a sale notification. Your smartwatch taps your wrist about an incoming message.

These messages work across iOS, Android, web browsers, and desktop applications. They’re sort of a digital tap on the shoulder that brings users back to your app or website. And they work whether your app is open, running in the background, or completely closed.

Why should you be using push notifications? Key benefits of sending push notifications

Push notifications have become essential because they solve a fundamental problem: getting attention in a distracted world. Every brand competes for eyeballs in an environment where users juggle dozens of apps, hundreds of emails, and countless browser tabs. Push notifications cut through that noise.

• Immediate visibility. Your message appears on the lock screen. No need to open an app or check email. According to research, push notifications get viewed within 90 seconds of delivery, while emails take 90 minutes on average.
• Higher engagement rates. Push notifications see open rates between 3-8% for general campaigns and up to 40% for personalized, timely messages. Compare that to email’s average 20% open rate, and you’ll see why marketers love them.
• No contact information required. You don’t need someone’s email address or phone number. Users simply opt in through their device, and you can reach them instantly. This lowers the barrier to building your audience.
• Cost-effective communication. Unlike SMS that costs per message, push notifications are essentially free after implementation. You can send millions of messages without worrying about per-message fees.
• Real-time updates. Order shipped? Flight delayed? Score changed? Push notifications deliver time-sensitive information exactly when it matters. This makes them perfect for transactional updates that lose value with any delay.
• Re-engagement power. Nearly 65% of users return to an app within 30 days when they receive push notifications. Without them, that number drops to just 11%. They’re your best tool for preventing app abandonment.

How push notifications work?

Think of push notifications as a relay race between four key players: your app, the device’s operating system, a push notification service, and the user’s device.

Here’s what happens behind the scenes when you send a push notification.

First, when a user installs your app and agrees to receive notifications, your app registers with a push notification service. Apple devices use Apple Push Notification Service (APNs). Android devices use Firebase Cloud Messaging (FCM). Web browsers use their own push APIs.

This service gives your app a unique token (think of it as a digital address). Your app sends this token to your server, and you store it in your database alongside the user’s profile.

Now, when you want to send a notification, your server sends the message and the user’s token to the push notification service. The service then routes that message to the correct device using the token as the address.

The device receives the message and displays it according to the operating system’s rules. The user sees your notification on their lock screen, notification center, or as a banner.

What are the key components of a push notification?

• Application layer: Your app or website that initiates the notification request.
• Operating system layer: iOS, Android, or the browser that manages how notifications appear and behave on the device.
• Push notification service: The middleman (APNs, FCM, or browser APIs) that handles message delivery at scale.
• Device receiving mechanism: The phone, tablet, or computer that displays your notification to the user.

What are some different types of push notifications?

Push notifications aren’t one-size-fits-all. The type you choose depends on your platform, your message, and what you want users to do. Getting this wrong means your carefully crafted message never reaches its full potential.

Let’s explore different types of push notifications.

Types of push notifications based on platform

Different platforms handle notifications in fundamentally different ways. For example: mbile push notifications on iOS and Android are what most people think of—they appear on the lock screen, make sounds, and show badge counts on app icons. Similarly, web push notifications work through browsers like Chrome, Firefox, and Safari.

1. Mobile push notifications work on iOS and Android apps. They appear on the lock screen, make sounds, and show badge counts on app icons. They’re the most common type you encounter daily.
2. Web push notifications come through browsers like Chrome, Firefox, and Safari. Users don’t need to install an app—they just need to visit your website and opt in. These work even when the browser is closed.
3. Desktop push notifications appear on Windows and Mac computers. They’re perfect for productivity apps, communication tools, and services where users work primarily on computers.

Types of push notifications based on function

Beyond platforms, notifications serve different functions. Transactional notifications confirm actions users already took. When you reset your password, complete a purchase, or book a flight, you expect confirmation. Similarly, there are other types of push notifications based on function. Like:

• Transactional notifications confirm actions. Order confirmations, shipping updates, password resets, payment receipts—these messages provide essential information users actively expect.
• Promotional notifications drive sales. Flash sales, discount codes, new product launches, and special offers fall into this category. Use them sparingly to avoid annoying users.
• Informational notifications deliver content. News alerts, blog post updates, video uploads, and podcast releases keep users informed about topics they care about.
• Reminder notifications prompt action. Abandoned cart reminders, appointment confirmations, subscription renewals, and task deadlines help users complete what they started.
• Location-based notifications trigger based on geography. “You’re near our store—stop by for 20% off” or “Gate change for your flight” use location data to send contextually relevant messages.
• Rich notifications include images, videos, GIFs, or action buttons. Instead of just text, users might see a product photo, play a video preview, or respond to a message directly from the notification.

Elements of a push notification

Every push notification you see contains several components working together behind the scenes. Understanding these elements helps you craft messages that actually get clicked rather than swiped away.

First element is thee title or headline appearing in bold text. You have roughly 50 characters before it gets truncated on most devices. It is like hook in your marketing copy – the reason someone stops scrolling through notifications to pay attention to yours. Every single alphabet matters.

Below the title sits your body text. It is the main message where you deliver your core value proposition. You’re limited to 150-200 characters depending on the platform and device. This constraint forces clarity. You can’t ramble. You must communicate value instantly or lose the user’s attention forever.

Apart from title and body text, other elements of push notifications matter a lot. Like:

• Icon and imagery: Your app icon appears by default, but rich notifications can include custom images. A product photo, event image, or visual content makes your notification stand out.
• Action buttons: Users can take action directly from the notification. “Shop Now,” “Read More,” “Confirm,” or “Dismiss” buttons reduce friction and improve conversion rates.
• Deep links: Tapping the notification takes users to a specific screen in your app, not just the homepage. This targeted approach improves user experience and conversion rates significantly.
• Priority levels: High-priority notifications appear as heads-up alerts on Android. Normal priority goes to the notification shade. Low priority doesn’t make noise at all.
• Sound and vibration: Different notification types can have distinct sounds. Users learn to recognize urgent vs. casual notifications based on auditory cues.

Push Notifications vs. SMS, Email, and In-App Messages

Should you use push notifications or stick with other channels? The answer depends on your goals, your audience, and what you’re trying to communicate. Each channel has strengths that make it the right choice for specific situations.

Push Notifications vs. SMS

SMS reaches users even without your app installed. But it costs money per message, feels more intrusive, and requires phone numbers you might not have.

Push notifications are free and less invasive. But they only work if users have your app installed and opted in. For critical, time-sensitive updates like two-factor authentication codes, SMS wins. For regular engagement, push notifications are more sustainable.

Push Notifications vs. Email

Email allows longer content, formal communication, and detailed information. Users check email when ready, making it less disruptive.

Push notifications demand immediate attention and work better for time-sensitive updates. Your open rates will be higher with push, but email is better for complex messages, newsletters, and when you need to include multiple links or attachments.

Pro tip: Use both together. Send a push notification about a flash sale, then follow up with an email containing full details and product links.

Push Notifications vs. In-App Messages

In-app messages only appear when users are actively using your app. They’re perfect for onboarding, feature announcements, and contextual tips.

Push notifications reach users anytime, anywhere. They’re your tool for bringing inactive users back. Use in-app messages for current users; use push for re-engaging dormant ones.

Real-world push notification examples

#1 – Domino’s pizza tracker

Domino’s sends a push notification at each stage: order confirmed, pizza in the oven, out for delivery, and arriving soon. Each message includes an estimated time and keeps customers informed without requiring them to open the app.

#2 – Duolingo’s streak reminders

Duolingo became famous for its persistent (sometimes guilt-tripping) push notifications. They personalize timing based on when you usually practice. They use friendly, conversational language. And they understand that missing a streak creates anxiety that drives action.

What are the best practices to follow for delivering push notifications?

Sending push notifications is easy. Any developer can implement the technical side in a few hours. Sending effective ones that drive results without annoying users requires strategy, testing, and respect for your audience’s attention.

When you send matters as much as what you send. Your clever sale copy doesn’t matter if users are asleep when it arrives. The best practice is sending during waking hours in the user’s timezone, which means your system needs to track timezone data and adjust send times accordingly. (This concept is very similar to one about posting at the right time on social media.)

It has been noted that e-commerce apps usually see best results between 6-8 PM when people browse on their couches after work. News apps work better in the morning during commutes when people consume information. B2B apps should avoid weekends entirely unless you’re alerting about genuine emergencies. Clue here is to test different windows with your specific audience because timing varies dramatically by industry and user demographics. Also, you need to:

• Limit frequency aggressively. One notification per day is usually the maximum before users feel overwhelmed. Test different frequencies and watch your opt-out rates. If they spike, you’re sending too many.
• Use frequency capping. Set maximum notification limits per user per day or week. This prevents accidentally bombarding users during high-activity periods.

How to set up push notifications?

Getting started with push notifications requires some technical work, but you don’t need to be a developer to understand the process.

Choose your platform approach. Building native apps for iOS and Android means working with APNs and FCM directly. Web push works through browser APIs. Desktop apps use operating system notification centers.

Implement a push notification service. Most companies use third-party platforms like OneSignal, Firebase, Airship, or Braze rather than building infrastructure from scratch. These services handle the complex parts: token management, delivery optimization, and cross-platform support.

Handle token registration. Your app needs to request notification permission, receive a unique token from the system, and send that token to your backend for storage. This happens during user onboarding or at strategic moments in the user journey.

Build your sending infrastructure. Your backend needs the ability to send notification requests to your chosen service, manage user segments, schedule messages, and handle delivery tracking.

Test thoroughly before launch. Send test notifications to development devices. Verify deep links open the correct screens. Check that images load properly. Confirm badges update correctly. Test opt-out flows.

Set up analytics tracking. Implement tracking for delivery rates, open rates, and conversion events. You can’t optimize what you don’t measure.

Pro tip: Start with a third-party service even if you plan to build custom infrastructure later. They handle edge cases and platform updates that would take months to figure out on your own.

Bottomline

Push notifications have evolved from a simple mobile feature into an essential communication channel that connects brands with their audiences in real-time. When used strategically, they drive engagement, boost conversions, and keep your app or website top-of-mind without feeling intrusive.