Push Notifications: Web and Mobile Marketing
Push notifications deliver messages directly to users' devices — bypassing email inboxes and social media algorithms. Web push and mobile app push are distinct channels with different opt-in mechanics, reach, and engagement patterns. When used strategically, push delivers timely, high-visibility messages; when overused, it drives opt-outs and uninstalls.
Web Push Notifications
Browser-based notifications that appear on desktop or mobile regardless of whether the website is open. Require opt-in consent (browser permission prompt). Subscriber acquisition: time the permission prompt well — asking immediately on first visit achieves low opt-in rates; triggering after demonstrated engagement works better. Use cases: breaking news, price drop alerts, back-in-stock notifications, personalised recommendations.
Mobile App Push Notifications
Delivered to app users via iOS/Android notification systems. Require explicit permission (iOS) — iOS 16+ requires a system permission prompt that many users decline. Optimise the pre-permission prompt (explain value before requesting permission). Segment and personalise: relevant, timely pushes maintain opt-in; irrelevant, frequent pushes drive uninstall. Measure open rate, deep link click rate, and push-driven conversion — not just sends.