Back
A push notification is a message sent directly to a user’s device from an app, even when the app isn’t open — used to engage, inform, or remind users.
Why It Matters
- Boosts user engagement by bringing people back into the app.
- Increases retention by sending timely, relevant updates.
- Supports promotions, reminders, and real-time alerts.
- Drives conversions with call-to-action messages.
- Helps personalise the user experience based on behaviour or preferences.
Use This Term When...
- You're planning your user engagement or re-engagement strategy.
- You're sending updates about orders, bookings, or messages.
- You're notifying users about new content, features, or deals.
- You're segmenting audiences based on activity or preferences.
- You're measuring the effectiveness of user prompts and alerts.
Real-World Example
In one of our projects, we implemented push notifications to re-engage inactive users with personalised reminders and updates. This led to a 25% increase in user retention and improved overall session frequency.
Founder Insight
Push notifications can make or break your user experience. Send too many, and users will uninstall. Send the right ones at the right time — and they’ll keep coming back.
Key Metrics / Concepts
- Click-Through Rate (CTR) – How often users tap on the notification.
- Open Rate – Percentage of notifications that lead to app opens.
- Opt-In Rate – Proportion of users who allow notifications.
- Churn Rate Post-Notification – Uninstalls triggered by unwanted alerts.
- Delivery Success Rate – Percentage of notifications successfully sent.
Tools & Technologies
- Firebase Cloud Messaging (FCM) – Google’s service for sending push notifications.
- OneSignal – Popular platform for managing and segmenting push campaigns.
- Airship – Enterprise-grade tool for targeted push messaging and automation.
What’s Next / Future Trends
Push notifications are becoming smarter with AI-driven timing, message personalisation, and behaviour prediction — expect a shift from "blast" to "context."
Related Terms
In-App Messaging – Messages shown when the user is active in the app.
User Engagement – Push notifications play a major role in driving it.
Retention Rate – Often improved through smart push campaigns.
Segmentation – Targeting users based on activity or preferences.
App Analytics – Tracks the performance of notification campaigns.
Helpful Videos / Articles / Pages
Blog: 5 Ways to Boost Shopify Sales Using an App
Blog: How to Drastically Improve Your Mobile App’s User Retention
Call to Action
Want to boost engagement without overwhelming users? We’ll help you craft a smart push notification strategy that delivers results — not frustration.