What is a push notification?
A push notification is a short message an app or website sends to a user’s phone or computer, shown on screen even when the app is closed. Users have to allow them first, on iPhone and on recent Android versions.
Also called: push message
Why it matters
Push is the one channel that reaches customers without an email being opened or an ad clicked, which makes it valuable and easy to abuse. Send too many and users switch notifications off or delete the app. Decide what earns a notification before you build the feature.
1How it worksYour server sends the message to Apple’s or Google’s push service, which delivers it to the device.
2Permission firstThe app asks for permission, ideally at a moment when the user can see why notifications help.
3Targeted, not massOrder updates, reminders and personal offers are welcome; daily blasts get notifications switched off.
ExampleA pizza restaurant in Shymkent has an ordering app. Push notifications tell customers when the order is in the oven and when the courier leaves, and a loyalty offer goes only to people who have not ordered for a while. Nobody gets a daily promotion.
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Related terms
PWAA website that installs and behaves like an app, with a home screen icon, offline pages and notifications.Native appAn app built for one operating system, iOS or Android, in that platform’s own language and tools.Loyalty programmeA scheme that rewards customers for repeat purchases with points, cashback, stamps or tiers.
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