Push notifications are pop-up messages that appear on mobile screens to announce potentially relevant events.^[1] They're often the first thing you see after checking your phone in the morning.

Push notifications are a key mobile feature for engaging users and increasing app opens. Their primary purpose is capturing user attention and driving app re-engagement.

Users have multiple apps sending notifications to their phones. If notifications aren't compelling, personal, and well-timed, users will ignore or disable them.

What can make push notifications meaningful?

• Promote updates, sales, and new content. Terms like "free," "new," "sale," "last chance," and "be the first" grab attention by offering clear value to users.
• Avoid marketing language. Rather than marketing speak, use conversational and witty language as if talking to a friend. Humor works when it fits your audience.
• Use location. When users permit location tracking, send relevant notifications based on their position, like alerts about nearby stores or opportunities in new places they visit.
• Don't overdo it. Excessive frequency is the top reason users block notifications. While ideal frequency varies by industry, ask users their preferences when they grant permissions.
• Timing matters. Respect users' time zones and sleep hours. Send urgent notifications only for critical updates that require immediate attention.