Best practices for a push notification strategy are crucial to driving engagement and revenue in today's digital landscape. As the most effective real-time marketing tool available, push notifications have become an essential pillar of cross-channel marketing.

What Are Push Notifications and Why Do They Matter?

Push notifications are time-sensitive messages that brands send directly to users' devices, grabbing attention and driving action in the moment. Whether it's a news update flashing on a laptop screen or a social media alert lighting up a phone's lock screen, push notifications serve a range of purposes from alerting customers to flash sales or breaking news to delivering essential updates like train times, events, and purchase confirmations.

With the ability to increase engagement by up to 191% compared to users who receive no messages, push notifications are an unparalleled way to build lasting connections with your audience. Moreover, consumers have full control over their push notification preferences, making it essential for brands to understand how to effectively utilize this powerful messaging channel.

What Are the Different Types of Push Notifications?

There are six different platforms that support push notifications, each with a best use:

  • Mobile push notifications: Short, attention-grabbing messages sent to smartphone users who have opted in to receive updates from an app.
  • Web push notifications: Pop-up messages sent to a user's computer or mobile browser, even when they aren't actively visiting the website.
  • Connected TV and device push notifications: Messages sent to smart TVs and connected devices either on-screen or via second-screen notifications on mobile.
  • Wearables push notifications: Notifications sent to smartwatches and fitness trackers, optimized for quick glances and minimal interaction.
  • AR, VR, and spatial computing push notifications: Push notifications designed for immersive digital experiences on AR, VR, and spatial computing devices.

How Do Push Notifications Work and Why Are They Effective?

A push notification is sent to a user's device by a mobile app or website that they've given permission to message them. A user doesn't need to be actively on the website or in the app for a message to be sent, making it an excellent channel for urgent or time-sensitive content.

Crafting Push Notifications That Drive Action

When crafting push notifications, marketers have two main ways to deliver messages: either create and send messages using a customer engagement platform (like Braze) or trigger them programmatically via API calls. The dashboard approach allows for intuitive messaging with features like adding copy, including rich media, defining audience segments, setting behavioral triggers, dynamically personalizing content, and scheduling or sending the notification.

Push Notification Best Practices: 8 Strategies for Higher Engagement

  1. Timing is everything: Send push notifications at times when users are most likely to engage.
  2. Keep it concise: Limit your message length to keep users engaged.
  3. Make it personal: Use user data and segmentation to create personalized messages.
  4. Use attention-grabbing visuals: Incorporate images, videos, or GIFs to make your notifications stand out.
  5. Be timely: Send push notifications in response to specific actions or events.
  6. Offer incentives: Provide exclusive offers or rewards to encourage engagement.
  7. Test and optimize: Continuously test and refine your push notification strategy based on performance data.
  8. Respect user preferences: Honor users' push notification settings and provide clear opt-out options.

Measuring the Success of a Push Notification

To measure the success of a push notification, track key metrics such as engagement rates, click-through rates, conversion rates, and revenue generated. By analyzing these metrics, you can refine your strategy to optimize performance and drive greater results.

By following these best practices and understanding how push notifications work, brands can unlock the full potential of this powerful messaging channel and build lasting connections with their audience.