Push notifications are the most direct line you have to your app's users, and the fastest way to lose them. A helpful reminder about an appointment feels like great service. A daily "We miss you!" feels like spam, and one tap turns notifications off, or deletes the app entirely. Here's how to use push notifications in a way users welcome.
Start with permission
Both iPhone and, since Android 13, Android devices require apps to ask before sending notifications. You often get one good chance to ask, so timing matters.
| Approach | Typical result |
|---|---|
| System prompt on first launch | Many users decline before seeing value |
| Explain first, then ask (a "pre-permission" screen) | Users understand why and are more likely to agree |
| Ask at a relevant moment, such as after booking | Clear benefit, higher opt-in |
Example pre-permission message: "Want a reminder the day before your appointment? Turn on notifications and we'll only send updates about your bookings."
Types of notifications
| Type | Example | Value to user |
|---|---|---|
| Transactional | "Your order has shipped" | High: expected and useful |
| Reminders | "Your appointment is tomorrow at 10am" | High |
| Activity | "Sam replied to your message" | High, if relevant |
| Personalised recommendations | "A new workout matching your goals is ready" | Medium, if genuinely relevant |
| Promotional | "20% off this weekend" | Low to medium; use sparingly |
| Re-engagement | "You haven't logged a workout this week" | Medium, if helpful rather than nagging |
Let users choose
Offer notification settings by category, such as bookings, messages and offers, so people can keep what they value instead of turning everything off.
Timing and frequency
- Send in the user's local time zone
- Respect quiet hours; avoid late night and early morning
- Trigger notifications from behaviour, not just a schedule
- Cap the number per day or week
- Pause promotional messages for users who haven't engaged recently
Write notifications people want to read
| Weak | Better |
|---|---|
| "Check out our app!" | "Your weekly progress report is ready" |
| "Don't miss out!!!" | "Your basket items are back in stock" |
| "Hey, it's been a while" | "New beginner workouts added this week" |
- Lead with the specific, relevant information
- Keep it short; many devices truncate long text
- Use a clear action and deep link to the right screen
- Write in your brand voice, without excessive exclamation marks or emoji
Deep links matter
A notification about an order should open that order, not the home screen. Deep linking makes notifications feel useful and reduces friction.
Personalise responsibly
Use behaviour and preferences to make notifications relevant: a user's saved items, booked services or goals. Be transparent about what data you use, and follow privacy law and your own privacy policy.
Measure what matters
| Metric | What it tells you |
|---|---|
| Opt-in rate | Whether your permission request works |
| Open rate | Whether notifications are relevant |
| Conversion | Whether they drive the intended action |
| Opt-out rate | Whether you're sending too many or the wrong ones |
| Uninstalls after notifications | Whether notifications are damaging retention |
Test and improve
Test timing, wording and personalisation with small groups before rolling out. Compare long-term retention, not just immediate opens: a notification that gets opens but increases uninstalls isn't a success.
Common mistakes
- Asking for permission on first launch without context
- Sending the same message to everyone
- Promotional messages too often
- No deep links
- Ignoring time zones
- Not offering notification preferences
Push notifications on the web
Websites and progressive web apps can send push notifications too, with user permission. The same principles apply: ask at the right moment and send only what's valuable.
Example notification schedule for a booking app
| Trigger | Notification | Timing |
|---|---|---|
| Booking confirmed | "You're booked: Thursday at 10am with Sam" | Immediately |
| Day before | "Reminder: your session is tomorrow at 10am" | 24 hours before |
| Running late | "Sam is running 10 minutes behind" | When the trainer updates |
| Session completed | "How was today's session? Rate it in 10 seconds" | 1 hour after |
| No booking for 3 weeks | "New early-morning slots are available this week" | Once, then pause |
| Promotion | "Book 10 sessions, get one free this month" | No more than monthly |
Most notifications are tied to something the user did or booked, which is why they feel helpful rather than intrusive.
Rich notifications and actions
Modern notifications can include:
- Images, such as a product photo or map
- Action buttons, such as "Confirm", "Reschedule" or "Reply"
- Grouping, so several updates appear as one bundle
- Time-sensitive flags for genuinely urgent updates, used sparingly
Actions let users complete simple tasks without opening the app, which many appreciate, but keep the main action obvious and avoid cluttering notifications with options.
How we help
Our push notifications and analytics service plans notification strategy, sets up push and deep links, and tracks retention so you can see what works. For the wider picture, read how to plan a mobile app.
The short version
Ask for permission at a relevant moment after explaining the value, focus on transactional and genuinely useful notifications, let users choose categories, respect time zones and frequency limits, write specific messages with deep links, personalise responsibly and measure opt-outs and retention, not just opens.
