As smartphones continue to dominate how consumers interact with brands, push notifications have become one of the most powerful tools in mobile marketing. They allow businesses to reach customers directly—instantly, personally, and effectively.
In 2025, push notifications are no longer limited to reminders or offers. They are central to customer engagement, retention, and conversion strategies. Whether you’re running an eCommerce store, a mobile game, or a fitness app, mastering push notifications can significantly boost your performance and revenue.
This guide walks you through everything you need to know—from what push notifications are to how to use them strategically to grow your business.
What are push notifications?
Push notifications are short, clickable messages that appear on a user’s mobile device, desktop, or wearable. They can be triggered by an app or web browser even when the user isn’t actively using the application.
They serve a variety of purposes—alerting users about updates, offers, or new content, and prompting them to take action. Unlike SMS or in-app messages, push notifications rely on internet connectivity and are delivered through cloud messaging systems such as Firebase Cloud Messaging (FCM) for Android or Apple Push Notification Service (APNS) for iOS.
A typical push notification includes:
- Title: A concise headline that captures attention (e.g., “Flash Sale: 50% Off!”).
- Message: The body text that communicates the key offer or update.
- Image or icon: Optional visuals to make the message stand out.
- CTA or link: A button or URL that drives users directly to the app or a specific page.
How push notification services work
When you send a push notification, the process begins on a delivery platform or server. The message is created, targeted, and sent to a notification service such as FCM or APNS. The service then identifies the relevant device IDs of users who have opted in and delivers the notification.
Users receive it in real-time (or when they’re next online), and their interaction—whether they open, ignore, or dismiss the message—feeds back valuable performance data to the sender.
Push notifications can be sent directly from your app’s admin panel, through third-party platforms like OneSignal or Airship, or via integrated services such as AppMySite’s built-in push notification feature.
Types of push notifications
Push notifications can be categorized by their delivery medium, purpose, and design complexity.
1. Web push notifications
Delivered through browsers, web push notifications reach users even when they’re not on your website. They’re ideal for driving traffic back to your site and re-engaging users who’ve opted in.
2. Desktop push notifications
These appear on desktop operating systems for installed software or web apps, allowing direct communication for product updates or alerts.
3. Mobile app push notifications
These are the most common and effective type. They appear on mobile devices when users have installed your app and opted in to receive notifications. They can display on the lock screen, notification center, or as banners on the screen.
4. Wearable notifications
Designed for smartwatches and fitness devices, these notifications are concise due to screen limitations and are typically used for quick updates or reminders.
Push notifications by purpose
Push notifications can serve multiple marketing and engagement goals depending on their context.
- Trigger notifications: Sent automatically when a user performs—or fails to complete—a specific action, such as leaving items in a cart.
- Reminder notifications: Sent to encourage users to complete pending actions or renew subscriptions.
- Informational notifications: Used for announcements, updates, or alerts.
- Promotional notifications: Designed to promote offers, discounts, or new features.
- Geo-targeted notifications: Delivered based on a user’s location, perfect for nearby store alerts or localized offers.
Benefits of push notifications
When implemented effectively, push notifications can transform how users interact with your brand.
Engage and retain users
Push notifications drive immediate engagement. Studies show that 40% of users respond to a notification within an hour, making them highly effective for retention.
Boost conversions
Push notifications have higher engagement rates than email or social media campaigns. Personalized campaigns can lead to up to 9x higher conversion rates.
Improve user experience
When well-timed and relevant, notifications enhance the customer journey by providing value—whether through reminders, updates, or personalized recommendations.
Increase brand visibility
Frequent, meaningful interactions help strengthen brand recall. Even when users don’t click, seeing your notification reinforces your brand presence.
Provide actionable insights
Notification analytics reveal valuable data about user preferences, click rates, and engagement behavior—helping refine future campaigns.
Strategies for effective push notification campaigns
Crafting successful push notification campaigns requires thoughtful planning and personalization.
Plan before you send
Define your goals, triggers, and frequency before launching. A structured plan helps maintain consistency and avoid notification fatigue.
Segment your audience
Personalize content based on user demographics, preferences, and in-app activity. Targeting ensures your messages stay relevant.
Get permission first
Always allow users to opt in. Respecting user choice improves engagement and prevents high opt-out rates.
Focus on timing and frequency
Sending too many notifications can frustrate users. Limit them to a few per week and schedule messages based on user time zones and activity patterns.
Write concise, compelling copy
Keep your message under ten words when possible. Research shows shorter push messages generate higher click-through rates.
A/B test your campaigns
Experiment with different tones, visuals, and send times to determine what drives the most engagement.
Personalize every message
Use names, preferences, or behavioral data to make notifications feel relevant. Personalized notifications see up to 4x more engagement than generic ones.
Key metrics to measure campaign success
Track these metrics to evaluate and refine your push notification strategy:
- Opt-in and opt-out rates: Measure how many users agree to receive notifications and how many unsubscribe.
- Delivery and click-through rates: Monitor how many messages are opened and acted upon.
- Customer retention rate: Track returning users after notification campaigns.
- Revenue impact: Measure conversion and purchase behavior post-campaign.
- App install/uninstall rates: High uninstall rates may indicate poor notification practices.
Industry examples of effective push campaigns
E-commerce: Brands like H&M use personalized push messages for stock updates, order tracking, and flash sales. These messages often blend urgency with personalization to encourage immediate purchases.
Healthcare: Apps like ZocDoc use notifications for appointment reminders, prescription updates, and wellness tips, enhancing user trust and engagement.
Gaming and entertainment: Platforms like Ticketmaster and mobile game apps use notifications to highlight rewards, upcoming events, or new content drops, driving repeat sessions and loyalty.
Building push notifications into your app
If you’re planning to add push notifications to your app, the easiest route is through a no-code app builder like AppMySite.
AppMySite enables you to build and manage mobile apps without writing code, complete with a built-in push notification system. You can send real-time messages to users directly from your dashboard, customize frequency, and monitor performance—all in one place.
Whether you’re managing a retail business, blog, or community app, push notifications can help you stay connected with your audience and boost conversions effortlessly.
