Push notifications are an effective way to re-engage users and drive long-term retention, but crafting successful messages requires careful planning. By understanding what makes push notifications work, you can create timely, relevant, and actionable notifications that resonate with your audience.

Three Essentials Every Successful Push Notification Needs

Before diving into best practices, let's start by identifying the three key elements every effective push notification must have:

  • Relevance: Triggered by a meaningful event or user action, making it feel timely.
  • Personalization: Speaking directly to the user based on their interests or previous actions, making it feel like it was written just for them.
  • Actionability: Inviting the user to take a clear and simple next step, leaving no confusion.

35 Examples of Push Notification Best Practices

Now that we've covered the fundamentals, let's explore 35 push notification best practices in action. These strategies are designed to help you create timely, relevant, and actionable notifications that engage users and drive long-term retention.

1. Acknowledge User Contributions

When acknowledging user contributions, show gratitude and reinforce their sense of purpose. This encourages repeat actions and strengthens your emotional bond with users.

Example: NZBlood

This message acknowledges a user's donation in a meaningful way by referencing the specific date it was used. It's thoughtful, specific, and motivating, directly connecting with the user's memory.

Why it works:

  • Timely: Sent shortly after the donation was used, making the feedback relevant.
  • Personal: Includes the date to directly connect with the user's memory.
  • Actionable (indirectly): Inspires users to donate again without asking outright.

2. Spark Curiosity

Tapping into a user's natural curiosity is an effective way to encourage taps and keep them coming back for more. Create a sense of mystery or exclusivity by sending push messages that make users curious.

Example: Curiosity App

This message reads like the hook to a great story, telling users just enough to spark intrigue but not so much they can ignore it. The phrase "Go inside" paired with a mysterious headline makes the notification almost irresistible.

Why it works:

  • Timely: Sent during peak mobile usage hours in the evening.
  • Personal (by interest): Appeals to lifelong learners and fact-lovers.
  • Actionable: Invites users to uncover something hidden.

3. Support Users' Goals

A strong engagement strategy starts with supporting users in reaching their personal goals. Push notifications can serve as friendly reminders that reinforce the habits users care about.

Example: Fitbit

Fitbit's approach is simple but effective, sending a bedtime nudge triggered by a user-defined goal. This feels timely and considerate, reinforcing the habit the user has already committed to.

Why it works:

  • Timely: Aligned with the user's preset bedtime goal.
  • Personal: Feels like a supportive coach rather than a generic reminder.
  • Actionable: Encourages users to take real-world action without requiring a tap.

4. Challenge Users

Sometimes, the best way to get a user to engage is by being a little cheeky. When done right and aligned with your brand voice, a light challenge or dose of sarcasm can prompt curiosity and interaction.

Example: Tinder

This message acknowledges an interaction while humorously undercutting it, inviting users to re-engage while staying true to the app's irreverent tone. It implies a story is unfolding, tempting the user to jump back in and prove the app wrong.

Why it works:

  • Timely: Triggered by a swipe or new activity.
  • Personal: Sounds like a friend roasting you – very on-brand.
  • Actionable: Implies a new match is waiting, prompting instant engagement.

5. Guide Attention with Capitalization and Visual Cues

Selective capitalization is still a powerful tool to guide attention in push notifications, especially when space is limited and users are skimming. Pair it with modern formatting tactics for maximum impact.

And many more best practices await!