Push notifications are like the little nudges that keep users coming back to your app—or, if you’re not careful, the ones that make them hit “unsubscribe” faster than you can say “notification overload.” Whether you’re developing a native mobile app or a Progressive Web App (PWA), mastering push notification best practices is key to creating a meaningful connection with your users. The push notification marketing will boost engagement, drive conversions, and keep users coming back for more.
Let’s take a closer look at what you should (and *absolutely* shouldn’t) do when integrating push notifications into your app’s product development, strategy, and design.
Why Push Notifications Matter for App Development
Whether it’s a reminder about a sale, a shipping update, or an alert about new content, push notifications is an incredibly effective way to re-engage users who may not be actively using your app or PWA. They provide a direct communication channel to users that bypasses inbox clutter and other distractions. So, for instance, ush notifications can increase app engagement by 88%, with 65% of users returning to an app within 30 days after receiving a notification.
But, if used incorrectly, push notifications can do more harm than good. Too many notifications, poorly timed alerts, or irrelevant content can drive users away, causing them to turn off notifications—or worse, uninstall the app entirely.
So, how can you make sure your push notifications are helpful, not annoying? Here are some push notification best practices to guide your development and strategy.
Push Notification Best Practices for Mobile and PWA App Development
1. Start by Asking for Permission
Before sending a single notification, you need to get the user’s consent. Make sure the permission request is clear and informative, explaining the benefits of opting in. Nobody likes surprises, and push notifications should never feel like one. Let users know they can expect timely updates, exclusive offers, or important alerts—whatever suits your app.
Pro Tip for PWA Push Notifications: Since PWAs are accessed through browsers, users may be unfamiliar with receiving notifications from websites. Keep the permission prompt unobtrusive and clear about why users should opt-in.
2. Personalize the Experience
Sending the same notification to every user is a surefire way to get ignored. Segment your audience granularly to tailor messages based on behavior, preferences, or demographics. For example, if a user frequently visits a particular product category, notify them about relevant promotions or restocks in that category.
In Development: Use analytics to gather insights on user behavior and personalize notifications based on browsing history, location, or app usage patterns.
3. Time It Right
Timing is everything, which makes great timing one of the cardinal push notification best practices. No one wants a notification at 2 a.m. about an abandoned shopping cart or a sale. Understand when your users are most active and time your notifications accordingly. By optimizing timing, you ensure that users are not only awake but also more likely to engage with your notification.
Speaking of the importance of timing and hyper-localized, personalized push notifications—last year, Goji’s marketing manager (hi, it’s me!) was sitting in her office in San Francisco when a 4.6 earthquake struck. A few minutes later, she got this notification:
Pro Tip for PWA Push Notifications: Since PWAs operate across devices, including desktops and mobile, timing notifications to suit users’ behavior across platforms is critical. Desktop users might be more active during work hours, while mobile users might engage more during their commute or downtime.
4. Keep It Short and Actionable
Push notifications are meant to grab attention quickly, so make sure they’re clear, concise, and actionable. Stick to 40-60 characters and use a strong call-to-action (CTA). Whether it’s “Shop Now,” “Check It Out,” or “Claim Offer,” make it easy for users to know what you want them to do.
Design Tip: Visual elements like your app’s icon or a relevant image can also help grab attention. For PWA push notifications, make sure these design elements translate well across various browsers and devices.
Designing Push Notifications for Impact
5. Use Rich Media (When It Makes Sense)
Visuals can make your notifications stand out—whether it’s an image, emoji, or even a video. Rich media notifications are particularly effective on mobile apps, but PWA push notifications are also catching up, supporting images and other visual elements to make messages more engaging.
In PWAs: Not all browsers support rich media for PWA push notifications yet, but for those that do, visuals can enhance user engagement and click-through rates.
6. Ensure Timely Delivery
Push notifications must be delivered quickly. If there’s a delay in delivering time-sensitive alerts, your notifications can lose their relevance and urgency. Make sure your app’s backend infrastructure supports real-time notification delivery, whether users are online or offline.
For PWAs: PWA push notifications can benefit from service workers, allowing notifications to be cached and delivered even in low-connectivity environments.
7. Stay Consistent Across Platforms
Your push notifications should feel cohesive, whether they’re sent via a native mobile app or a PWA. Consistency in tone, design, and messaging ensures a seamless UX for users across every device on which they may use your app.
Pro Tip: When designing notifications for both mobile and PWA, test them across different devices and browsers to ensure formatting is consistent and functional.
Push Notifications in Your App Strategy
Push notifications should be an integral part of your app’s user engagement strategy. Whether you’re working with a native mobile app or building a PWA, push notifications offer a powerful way to reach users in real-time. But, as with any tool, they should be used thoughtfully and strategically.
8. Analyze and Optimize
Track how users are responding to your notifications. Track open rates, CTRs (click-through rates), and conversions to understand which messages resonate with your audience. Use this data to fine-tune your notification strategy, optimizing timing, content, and personalization.
For PWAs: Implement robust analytics tools that allow you to track engagement with PWA push notifications and use these insights to improve your approach.
9. Test, Test, Test
Don’t be afraid to A/B test different versions of your notifications. Try different wording, CTAs, or even send times to see what gets the best results. Testing helps you continuously refine your strategy and improve overall user engagement.
10. Avoid Overloading Users
Perhaps the most important rule: don’t send too many notifications. Sending too many notifications in a short time can lead to users disabling them or even uninstalling the app. Only send relevant, valuable notifications, and always consider the user’s experience.
Creating a Thoughtful Push Notification Strategy
When done right, push notifications can be one of the most effective tools in your mobile app or PWA product development strategy. By following these push notification best practices—from getting consent and personalizing messages to optimizing timing and design—you can create an experience that keeps users engaged and coming back for more.
Whether you’re sending notifications through a native app or using PWA push notifications, the key is to balance helpfulness with non-intrusiveness, ensuring that each notification adds value to the user’s experience. But, if you need some help with all of this—reach out to your friendly neighborhood mobile app and web app developers. We’d love to help 🙂
