What is a Push Notification?

A push notification is a message that an app sends to users to communicate specific news or encourage them to return to the app and take a specific action.

Why are Push Notifications important?

Push notifications are a unique way to communicate with app users, even when the app is not actively running. That makes them an essential tool for retention and engagement marketing.

How do Push Notifications work?

To receive push notifications, smartphone and tablet users need to give their consent first. For this purpose, most apps ask users for their permission when they open the app for the first time after the install. No matter what their initial decision is, users can adjust their preferences later in the device settings.

If app owners have users’ consent, they can send push notifications via integrated 3rd party tools or their own solutions.

Use Cases

There are many plausible reasons for sending a push notification to app users. We can differ them by the recipients.

General messages to all users or a broad group of users that advertise specific aspects of the app, for instance:

• introducing a new feature after an app update
• making them aware of new content pieces
• promoting a product or a temporary offer

Automated messages to single users that are linked to their individual in-app behavior:

• sending them an important update connected to a service they are using (like a delayed flight or a parcel that is about to be delivered)
• informing them about an in-app message they received (Whatsapp, Facebook Messenger, etc.)
• updating them about their progress in a game (f.e. about completed constructions or recruitments in strategy games)
• letting them know that a product or service they are interested in is available or discounted