Push notification

What is Push notification?

Push notification is a message delivered directly to a user's mobile device from an app, even when the user is not actively using the app or the device. Push notifications appear as banners, alerts, or badges on iOS and Android devices, and are triggered by app servers or automated workflows. Mobile marketers use push notifications to deliver timely, relevant content that drives users back into the app.

How it works

Push notifications rely on platform-level messaging infrastructure to route messages from an app's server to a user's device.

Delivery Infrastructure

On iOS, notifications are routed through Apple Push Notification service (APNs). On Android, they use Firebase Cloud Messaging (FCM). When a user installs an app and grants notification permissions, the app registers a unique device token with the platform's messaging service. The app's backend stores this token and uses it to address notifications to specific devices.

Permission Requirements

On iOS (iOS 12+), apps must explicitly request permission before sending push notifications. Users can grant, deny, or later revoke this permission in device settings. On Android, notification permissions are granted by default on Android 12 and below, but Android 13 (API level 33) introduced an explicit runtime permission request, aligning more closely with the iOS model.

Notification Types

Push notifications fall into several functional categories that serve different marketing and operational goals.

Transactional notifications confirm specific user actions such as purchase confirmations, delivery status updates, or account changes. These are typically high-relevance and time-sensitive.

Promotional notifications announce sales, limited-time offers, new products, or content. They are used to drive direct conversions and increase app sessions.

Location-based notifications are triggered when a user enters or exits a defined geographic boundary, often using geofencing. These are used to surface contextually relevant offers near physical locations.

Behavioral notifications respond to a user's in-app actions or browsing patterns, such as cart abandonment or content viewed. They enable personalized messaging based on demonstrated intent.

Time-based notifications are scheduled to deliver at fixed intervals or specific times, such as daily digests, weekly summaries, or event reminders.

Re-engagement notifications target users who have been inactive for a defined period, aiming to bring dormant users back into the app before they churn or uninstall.

In-app notifications differ from standard push notifications in that they are displayed inside the app interface rather than as system-level alerts. They are shown only when the user has the app open.

Why it matters

Push notifications are one of the highest-return channels available to mobile marketers because they deliver messages directly to users without requiring them to open a browser or check an inbox. When used correctly, they can meaningfully improve retention rates, reduce churn, and drive repeat conversions.

Personalization is a key driver of push notification effectiveness. Notifications tailored to user behavior, segment, or location consistently outperform generic broadcast messages in open rates and downstream engagement. Conversely, poorly timed or irrelevant push notifications are a leading cause of app uninstalls and notification permission revocations.

From a measurement perspective, push notifications can be tracked as touchpoints in attribution models. When a user clicks a push notification that contains a tracking link or deep link, that interaction can be attributed and connected to downstream in-app events, allowing marketers to measure the true revenue impact of each notification campaign. MMPs like Airbridge support this by connecting push notification clicks to user-level conversion data, enabling campaign-level optimization.

How to use push notifications effectively

1. Secure Permissions Early

Ask for notification permission at a moment of high user value, such as after a successful first action or during onboarding, rather than immediately at app launch. On iOS, a denied permission prompt cannot be shown again without the user manually enabling it in Settings.

2. Segment Your Audience

Avoid sending the same message to all users. Segment by behavior, lifecycle stage, geography, or preference. New users benefit from onboarding prompts, while active users respond better to personalized product updates. Dormant users require re-engagement messaging with a clear value proposition.

3. Time Notifications Appropriately

Send notifications when users are most likely to act. Analyze session data to identify peak activity windows for different user segments. Avoid sending during late-night hours unless the content is genuinely time-critical.

4. Write Clear, Action-Oriented Copy

A push notification has limited screen space. Lead with the value or action, keep the message concise, and include a clear call to action. Personalization tokens such as the user's name or a specific product they viewed increase relevance.

5. Use Deep Links for Direct Navigation

Link push notifications directly to the relevant in-app screen using deep links rather than sending users to the app's home screen. This reduces friction and increases the likelihood of the intended action being completed.

6. Measure and Optimize

Track open rates, click-through rates, and downstream conversions for each notification campaign. Use A/B testing to evaluate subject lines, timing, and content variants. Connect notification events to your attribution data in an MMP like Airbridge to understand which campaigns drive lasting engagement versus one-time opens.

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