Push notifications for mobile applications

1. Features of Mobile Push Notifications

Advantages:

1. High open rates (up to 90% vs. 5-15% for email)
2. Instant delivery
3. Works offline (displays once connected)
4. Deep integration with app features

Technical Differences from Web Push:

1. Require permission upon installation
2. Support rich notifications (images, buttons)
3. Enable deep links into the app

2. Types of Push Notifications for Apps

1. Transactional

1. Order confirmations
2. Delivery status updates
3. Payment receipts
4. Example: "Your order #1234 has been shipped! Track it →"

2. Marketing

1. Personalized offers
2. New feature announcements
3. Promotions & discounts
4. Example: "Exclusive for you — 30% off Premium!"

3. Behavioral Triggers

1. Abandoned cart reminders
2. Incomplete actions
3. Follow-ups
4. Example: "Finish setting up your profile in 2 minutes!"

4. Content-Based

1. New articles/publications
2. Content updates
3. Personalized recommendations
4. Example: "New episode of your podcast is out now!"

3. Best Practices

1. Optimal Timing

1. Social apps: 6 PM – 9 PM
2. News apps: 7 AM – 9 AM
3. Gaming apps: 12 PM – 2 PM & 7 PM – 10 PM

2. Personalization

1. Use the user’s name
2. Leverage action history
3. Adapt to location
4. Example: "Alex, taxi discounts in your city today!"

3. Rich Notifications

1. Images (1200×600px)
2. Interactive buttons (up to 3)
3. Custom sounds

4. Frequency

1. Social apps: 3–5 per day
2. Banking/finance: 1–2 per week
3. Games: Up to 7 per week

4. How to Increase Opt-In Rates

1. Right Timing for Permission Request

1. After a positive action (sign-up, first purchase)
2. With clear benefits explained

2. Personalized Permission Message

"Allow notifications to:

✓ Get exclusive offers

✓ Track your orders

✓ Never miss important updates"

3. Alternative for Opt-Outs

1. In-app messages
2. Email duplication for critical alerts

5. Mobile Push Notification Platforms

1. Firebase Cloud Messaging (FCM)

1. Free for Android
2. Google Analytics integration

2. OneSignal

1. Cross-platform solution
2. Advanced analytics

3. Airship

1. Advanced personalization
2. AI-powered send-time optimization

4. Pushwoosh

1. Supports complex scenarios
2. A/B testing

6. Examples of Effective Notifications

For social apps:

"You have 5 new messages and 3 likes — check them out!"

For banking apps:

"15,000₽ deposited to your card. Details →"

For food delivery:

"Your order is with the courier! Arriving in 15 min"

For games:

"Your rewards are waiting! Claim before 8 PM"

Implementation Checklist

✔ Defined key notification scenarios?

✔ Set up behavioral triggers?

✔ Implemented personalization?

✔ Optimized timing & frequency?

✔ Tested different formats?

Pro Tip: Start with 2–3 key notification types and expand based on analytics.

Result: Well-optimized push notifications increase retention by 30–60% and boost conversion by 2–3x.