If you are a user who has more than 10 applications, every day you will get up to 50 push messages and read at best 10 of them (usually no more than 10%). There is a small chance it would be valuable information, but a high risk you would be distracted by such an annoying marketing tool.


If you are a developer and send about 2-3 push notifications a day, you will want to be sure that messages deliver unique value for users, have a readable format and enhance your retention.

We are going to address either customers or developer’s issues: we will introduce the types of notifications, which could be of interest to users, and developers need to know about it.

Cheer up, but do not shame

In attempts to motivate fitness trackers’ apps usually send push messages saying something like ‘You’re sitting too much’, ‘You haven’t moved since…’, “You haven’t worked out for a long time’. Being ill, for instance, you can get annoyed by such messages and start regretting buying these devices.

However, some applications allow customers to set time for sending notifications. Apps can remind you when it is perfect time for training according to your personal exercise schedule. However, a notification about a new match in Tinder during a date or a message about ‘beneficial sale’ when you have great difficulty making ends meet can upset you. That is why the best solution for customer is to take advantage of technological capabilities to encourage your customer.

Make life easier

A great number of airlines started encouraging their passengers to apply for the flight the day before departure. Almost everyone does this through the e-mail, but … well, it’s much more convenient to do it through the application. Actually, many people forget or even do not know that they can register without a personal appearance. Save their time and get the best trust.

Track the location, but do not overdo

A location-based push notification is a great way to lure a customer walking by your store with a discount or special offer. To write something creepy like ‘I know you’re in this area and there’s a discount here’ would be not a very good idea. Instead, you can draw customer’s attention offering your good or service: ‘I thought you wanted some coffee? I’m not far’.

Do not hunt for a user and do not aim to change his route towards your store. Ask him, and he will decide whether he wants coffee or new jeans. At least he considers it and may be not today but tomorrow he will adopt the proposal.

Provoke for spontaneous purchases

Most of people dream of a beach in winter or a mountain in summer. You sell plane tickets, and suddenly one of the airlines offers a discount for flights to Thailand in December. Should we send push? Yes, but there is a nuance here.

In the onboarding process, you should ask the user’s preferences. Maybe he is not a mountain walker or does not like skiing. Take the correct approach to your customer and your brand will be associated with excellent offers.


Everyone’s favorite Medium sends push messages with every new article of the author you are following and posts top-5 articles appropriate for you. Similar notifications are sent out YouTube, Quora, Tumblr, Pinterest and others, but many people do not know how to tune them correctly.

The easiest way is to ask users everything at the application’s first run. Give the list of themes, let them set convenient time and days to get push messages, and offer an opportunity to ‘turn off notifications entirely’.

Help to finish a task

Imagine you entered the room, but forgot the reason for that. Wouldn’t it be wonderful if an app reminded what you were going to do? Unfortunately, it is not possible, but it also happens while you are using the application.

Let’s say you are choosing clothes in the online store app. Suddenly your friend sends you a message, you switch to your messenger and forget that you planned to buy something. If there is something in the customer’s cart, but the order has not been made yet, it would be better to remind and in most cases buyers will be grateful to you. You can make their everyday tasks easier!

Keep your users informed

When a customer uses an online food ordering system, he wants to know the expected time of delivery. As always, we order something when we already got hungry.

You cannot keep customers in suspense for more than 10 minutes. To send relevant push messages about updating order you need to answer 4 questions:

  1.    Isn’t a customer waiting longer than he has to?
  2.    Am I keeping him informed about the facts he needs to know?
  3.    Isn’t a customer annoyed by my notifications?
  4.    Can a customer contact me if something goes wrong?

The last two points are particularly important: you need to strike a balance and give just enough information not to keep your customer in the dark. If he needs more information, let him ask easily you.

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