What is Push Notification?
Messages sent directly to users' devices to re-engage them with an app, driving retention and encouraging specific actions.
Push notifications are messages sent from an app to users' devices (mobile phones, tablets, desktops) even when the app is not actively open. They appear as alerts, banners, or badges on the device screen and can include text, images, and actionable buttons. Push notifications are crucial for user re-engagement, retention, and driving specific user actions like app opens, purchases, or feature adoption.
Why It Matters
Push notifications are one of the most effective tools for maintaining user engagement and improving retention rates. They can increase app opens by up to 88% and boost user retention significantly when used strategically. For mobile apps, push notifications serve as a direct communication channel that bypasses email filters and social media algorithms.
How to Calculate
Key metrics include Opt-in Rate = (Users who enabled notifications ÷ Total users) × 100%, Open Rate = (Opened notifications ÷ Delivered notifications) × 100%, and Conversion Rate = (Desired actions ÷ Opened notifications) × 100%.
Industry Benchmarks
| Category | Average | Good Performance |
|---|---|---|
| Opt-in Rate | 40-60% | 60%+ |
| Open Rate | 2-8% | 6%+ |
| Conversion Rate | 1-4% | 3%+ |
Best Practices
Personalize messages based on user behavior and preferences. Time notifications appropriately for user time zones and activity patterns. Use clear, compelling copy with strong calls-to-action. Segment users for targeted messaging. Monitor frequency to avoid notification fatigue and opt-outs.
Examples
Gaming apps send notifications about daily bonuses or limited-time events. E-commerce apps notify about abandoned carts or exclusive deals. News apps send breaking news alerts. Fitness apps remind users about workout routines or achievement milestones.
Notes
Push notification effectiveness varies significantly by industry, timing, and personalization quality. Over-sending can lead to users disabling notifications or uninstalling apps. iOS and Android have different notification capabilities and user permission models that affect strategy.