In today’s tech-driven world, it’s easy to get overwhelmed by the constant stream of new terms related to mobile devices and digital platforms. If you’re seeking effective ways to improve open rates and drive user engagement, you’ve likely come across the term “push notification.” But what exactly does it mean?

Since their introduction by Apple in 2009, push notifications have evolved significantly. To better understand their value and role, let’s explore what push notifications are, how they operate, and most importantly, how you can use them to elevate your business’s engagement strategy.

What is a push notification?

A push notification is a brief, real-time alert delivered to a user’s device via an app or browser—even when the screen is locked. These messages serve as direct touchpoints, allowing users to take immediate action, whether it’s jumping on a limited-time offer or receiving timely updates. For businesses, push notifications offer a direct, efficient line of communication with their audience.

How do push notifications work?

Push notifications rely on communication services such as Firebase Cloud Messaging (FCM) or Apple Push Notification Service (APNS). These platforms act as intermediaries between your app or website and the user’s device.

When a notification is triggered, the server transmits the message to one of these services, which then routes it to the user’s device—be it Android, iOS, or even a desktop browser like Chrome or Safari. Notifications typically appear as pop-ups or banners, accessible via the home screen or notification center.

Types of push notifications

Depending on the platform and strategy, push messages come in different forms. While each type has unique benefits, all should aim to deliver value through personalized, actionable content.

Web-Based push notifications

Web push notifications are sent through browsers, making it possible to reach users on both desktop and mobile. These alerts can be positioned differently based on browser settings or the operating system.

Often used to promote sales or prompt email sign-ups, web-based messages can also provide instant customer support by connecting users to a chatbot or live agent.

App-Based push notifications

These notifications are triggered by a mobile app and typically appear as banners, alerts, or in-app pop-ups. Since users need to opt in to receive them, engagement tends to be higher.

App-based notifications are ideal for:

  • Real-time order updates

  • Location-aware offers

  • Event reminders

  • Special promotions

  • Fraud alerts …and much more.

Why push notifications matter

In a competitive marketplace, every opportunity to stand out counts. Push notifications are not just convenient—they’re also incredibly effective.

Here’s why businesses across industries—from e-commerce to banking—leverage them:

  • Effortless User Interaction: They’re free for users and instantly accessible, making it easy for people to stay informed.

  • User-Controlled Engagement: Since users must opt in, your messages reach a more interested and responsive audience.

  • Right Message, Right Time: Use geotargeting and time-based triggers to deliver relevant messages at the optimal moment.

  • Improved Engagement Rates: Personalized messages outperform generic ones by a wide margin, driving deeper user engagement.

  • Customer Retention: Push alerts remind users to return, making them a great tool for re-engagement.

  • Scalable Communication: Push notifications support real-time, device-agnostic outreach that fosters customer loyalty.

8 Smart ways to use push notifications

To develop an effective push notification strategy, consider the types of messages that resonate with you personally. What draws your attention? What do you ignore? By thinking from the user’s perspective, you can design notifications that provide real value.

1. Abandoned cart reminders

Encourage users to complete purchases by reminding them of items left in their cart. Tailor messages based on user profiles and track conversions to refine your approach.

2. Informational updates

These messages are highly flexible. Use them to share:

  • Product launches

  • Account updates

  • Payment confirmations

  • Shipping details

  • Subscription changes

  • Company news or user-specific insights

Much like SMS marketing, the key is delivering content your audience actually wants.

3. Rich push notifications

These notifications include images, emojis, or interactive elements, making them more eye-catching and engaging than standard messages.

4. Geo-specific notifications

Use location-based messaging to drive foot traffic to physical stores or venues. For example, dating apps notify users about nearby matches—a technique adaptable to many industries.

5. Automated notifications

Automate delivery based on time zones or user behavior. This is especially useful for time-sensitive promotions or countdown events.

6. Transactional alerts

These messages confirm actions like orders, bookings, or payments. Besides providing transparency, they reinforce trust in your brand.

7. Time-bound offers

Create urgency with limited-time deals or flash sales. Push notifications are perfect for capitalizing on seasonal hype—such as Black Friday discounts.

8. Product update notifications

Let users know when new features or products are released. Tailor these alerts based on user interests to boost engagement and build brand loyalty.

Best practices for push notifications

Like any marketing tactic, push notifications work best when backed by a well-thought-out strategy. Here’s how to maximize their impact:

Create high-quality, targeted content

Always focus on what matters to your users. Keep messages brief, benefit-driven, and clear. Aim to answer questions before users even ask them.

Automate when possible

User journeys often follow predictable patterns. Automate key milestones—like sign-ups, purchases, and anniversaries—to deliver timely, relevant updates.

Personalize your messaging

Customized messages make users feel valued. Use personal data like:

  • Names

  • Birthdays

  • Location-specific promotions

  • Loyalty status and rewards

Segment your audience

Just like email marketing, segmentation is vital for push campaigns. Create groups based on:

  • User behavior

  • Device/browser type

  • Location

  • On-site activity

Provide clear value

To avoid fatigue or opt-outs, every notification must add value. Align your content with user preferences, and always include a strong, relevant call to action.

Make opting in and out simple

Respect user preferences. Make it easy to update notification settings and offer alternative communication channels, like email or SMS, if users opt out.

Integrate with an omnichannel strategy

Push notifications shouldn’t stand alone. Use them in tandem with email, SMS, social media, and in-app messaging to build a seamless omnichannel experience that nurtures long-term customer relationships.

Measuring push notification success

Push notifications are measurable and provide valuable insight into user behavior. Track key performance indicators (KPIs) to evaluate your campaign’s effectiveness:

  • Unique Visitors: Count of individual users visiting your site or app.

  • Platform Distribution: Track which devices and browsers users engage with.

  • Total Notifications Sent: Helps identify over- or under-messaging.

  • Opt-In Rate: Percentage of users accepting push notifications.

  • Delivery Rate: Number of notifications successfully delivered.

  • Click-Through Rate (CTR): Percentage of users who clicked on a notification.

  • Average Order Value: Useful for gauging e-commerce success post-push.

  • Conversion Rate: Tracks how well your messages drive specific user actions.

Getting started with push notifications

Here’s a quick roadmap to help you implement push notifications effectively:

  1. Research how industry leaders use push to inspire your approach.

  2. Choose an API or platform that integrates easily with your existing systems.

  3. Develop your strategy and segment your audience from the start.

  4. Run A/B tests to refine messaging and targeting.

  5. Roll out gradually, then expand to your full user base.

  6. Analyze and optimize continuously to stay relevant.

Unlock the full potential of push with Netmill

Now that you understand what push notifications are and how they work, you can begin integrating them into your broader marketing strategy. These powerful tools are essential for connecting with users throughout the customer journey.

Ready to enhance your engagement strategy? Netmill supports push integration for iOS, Android, and React Native apps—helping you create seamless experiences across channels. Contact us to learn how we can support your omnichannel goals.