What are Push Notifications and How do they work?

What are Push Notifications?

Push notifications are short messages sent directly to users’ devices, including iPhones, Android smartphones, tablets, and computers. These notifications appear as banners or pop-ups, providing timely alerts about events, updates, or reminders. They might use sounds or vibrations to grab the user’s attention.

Mobile push notifications allow users to receive important information even when the app is closed. For instance, a shopping app can send alerts about new discounts or promotions directly to a user’s device.

Web push notifications serve desktop users similarly, offering updates and promotional messages through web browsers. This method helps engage users by delivering instant notifications without relying on email. Compared to traditional marketing channels, push notifications have a higher open and click-through rate. They are effective in promoting app activity and user retention. They reach users directly without the risk of being filtered as spam. With proper implementation, push notifications can significantly increase user interaction and app usage.

How Push Notifications Appear on Your Device?

Push notifications are brief yet attention-grabbing alerts that provide timely information to users. Here is what they typically contain:

• Bold Title: A prominent title highlights the core message, making the alert stand out and easy to identify at a glance.
• Timestamp: Each notification includes the exact time it was sent, helping users assess the relevance and urgency of the message.
• App Icon: A recognizable app icon is displayed, allowing users to identify the message’s origin without opening the app.
• Brief Text: Additional information or context is presented in concise text, giving users further insight into the alert’s purpose.
• Action Buttons: Interactive buttons provide immediate options, such as “Reply,” “View,” or “Dismiss,” encouraging quick user engagement.
• Visual Enhancements: Some notifications use images, icons, or emojis to make the message visually appealing and boost interaction.
• Call-to-Action (CTA): Clear CTAs like “Shop Now,” “Check Status,” or “Learn More” prompt users to act without hesitation.

How Do Push Notifications Appear to Users?

Push notifications differ slightly in presentation depending on the platform—iOS, Android, or web browsers. Below is a breakdown of how these notifications appear across devices:

Push Notifications for iPhone

Notifications on iPhones appear as banners, alerts, or grouped stacks. They show up on the Lock Screen, Notification Center, and as pop-ups within apps. Users can swipe down from the top of the screen to access the Notification Center, where notifications are listed chronologically. iOS also allows customization at the app level, letting users decide where and how they receive notifications—on the Lock Screen, via banners, or just in the Notification Center. Users can mute or allow sounds and control whether the red badge indicating unread notifications shows on the app icon. Time-sensitive notifications, a feature introduced in newer iOS versions, allow apps to deliver critical alerts even during Focus Mode.

Push Notifications for Android

Android notifications appear on the Lock Screen, in the notification shade, or as pop-up alerts while using an app. Each notification contains a title, message preview, app icon, and action buttons. Some notifications can also include images or expandable content. Users cannot change the banner style at the system level but can manage settings like sound alerts and notification dots on the app icon. Android automatically enables notifications on app installation, though users can choose to turn off or snooze notifications for individual apps. Sensitive Notifications can also be enabled to protect certain messages from displaying on the Lock Screen.

Web Push Notifications

Web notifications appear as small banners on desktops and mobile browsers. On desktops, they usually appear at the bottom-right corner (Windows) or top-right (macOS). On mobile, web notifications blend into the native notification shade alongside app notifications. Each web notification includes a title, content snippet, and the website’s domain, often accompanied by an icon or image. Users need to manually allow notifications from websites through a permission prompt. If users are offline, notifications may only appear when they reconnect.

Different Types of Push Notifications

• Transactional Notification: Confirm user actions, such as purchases, resetting a password, bookings, or payments. Users receive real-time updates about order processing, shipping status, or account activities.
• Promotional Notifications: Deliver messages about discounts, special offers, and new product launches. They inform users about deals that can enhance customers’ shopping experiences.
• Personalized or Behavioral Notifications: Tailored to user preferences or actions within the app. They recommend products, content, or services based on browsing history or purchase patterns.
• Reminder Notifications: Prompt users to complete tasks or follow up on specific actions, such as bill payments, appointment reminders, or upcoming events.
• Location-Based Notifications: Trigger when users are near specific areas or stores, offering personalized deals or updates based on location.
• Rich Push Notifications: Include multimedia elements like images, videos, audio, or GIFs, enhancing user engagement.
• Interactive Notifications: Allow users to take quick actions directly from the notification without opening the app.
• Back-in-Stock Notifications: Inform users when previously unavailable items become available again.
• Notifications Asking for Feedback or Ratings: Sent after a purchase or service interaction to gather feedback or reviews.
• For-Your-Information (FYI) Notifications: Provide non-urgent updates or information, such as new policies, app updates, or general service alerts.

Why Businesses Rely on Push Notifications?

For app publishers, push notifications offer a direct way to engage users without the risk of getting lost in crowded inboxes or blocked by spam filters. With click-through rates up to twice as high as email, they help businesses connect more effectively. Push notifications also prompt users to revisit apps they may have stopped using, improving engagement and retention over time. A reliable push notifications service ensures businesses stay connected with their audience through relevant, timely updates. Here are key use cases for push notifications:

• Notify users about sales, discounts, and limited-time offers to drive purchases.
• Provide timely updates and personalized content to enhance user satisfaction.
• Use targeted messages to encourage app users to register or make their first purchase.
• Deliver order confirmations, receipts, or booking details in real time.
• Redirect users to follow social media accounts or engage with other platforms.
• Encourage interaction with personalized reminders, content recommendations, or new feature announcements.
• Remind users to revisit the app, reducing churn and keeping them engaged over time.
• Notify customers about reward points, exclusive deals, or loyalty milestones to maintain brand loyalty.

Why You Should Use Push Notifications?

Implementing push notifications on Android and iPhone apps can significantly enhance customer engagement and increase traffic. However, it’s crucial to use them wisely to keep your customers interested, not annoyed. Here are some key benefits:

• Boost User Engagement: Reminds users of the app’s value and encourages them to interact more.
• Increase Conversion Rates: Drives immediate action by creating urgency through timely alerts about promotions and limited-time offers.
• Improve Brand Consistency: Supports consistent messaging and reinforces brand identity through recognizable icons and logos.
• Target the Right Users: Uses location data and user preferences to tailor messages for higher relevance.
• Track Actionable Metrics: Provides analytics on delivery rates, open rates, and engagement to refine future strategies.
• Enhance Customer Care Strategy: Delivers essential information quickly and efficiently, improving the overall customer experience.

Push Notifications vs. Text Messages: Which Is More Effective?

The comparison shows that push notifications tend to be more effective than text messages for business communication. Higher engagement rates and customization options give push notifications an edge, providing real-time interaction opportunities.

How Do Push Notifications Work?

When a user clicks on a mobile push notification, they are taken directly to the relevant page. Now, let’s explore the key elements of sending a push notification and take a closer look at how it works from the server side.

Operating System Push Notification Service (OSPNS)

Each mobile operating system has its push notification service to handle message delivery. iOS uses the Apple Push Notification Service (APN). Android relies on Firebase Cloud Messaging (FCM). Fire OS and Windows both have dedicated systems for notifications. These services are responsible for routing notifications from servers to devices, ensuring they are delivered securely and efficiently.

App Publisher

The app publisher is responsible for developing the app and integrating it with the operating system’s notification service (APNs or FCM). After configuring the app, the publisher uploads it to the app store. Once the app is live, it can send notifications to users directly through the integrated service.

Client App

The client app is the user’s installed application. It is responsible for receiving and displaying push notifications. Each app must be configured for its specific operating system (iOS, Android, etc.) to communicate with the respective push notification service.

Step-by-Step Push Notification Process

1. User Opt-In: Users must agree to receive notifications. On iOS, a permission request asks for user approval. On Android, notification settings can be adjusted within the app. Consent is necessary before notifications are sent.
2. Device Token Generation: Once the user opts in, a unique device token is generated. This token acts as an identifier for the specific device within the notification system, and the app sends it to its server.
3. App Server Prepares Notification: The app server creates the notification message, which may include updates, reminders, or other relevant content, ensuring it is concise and appropriate.
4. Delivery Request to OSPNS: The app server sends a request to the operating system’s push notification service, including the message and the user’s device token. The service processes the request and routes the message to the correct device.
5. Device Receives Notification: The push notification service sends the notification to the user’s device, which is then displayed based on device settings (banner, alert, or notification center).
6. User Interaction: After receiving the notification, the user may interact by opening the app or dismissing it. These interactions help the app publisher understand user preferences for future notifications.

The History Of Push Notifications

• 2009: The Launch of Apple Push Notification Services (APNs): Apple introduced APNs as the first official push notification system, allowing iOS apps to send real-time alerts to users’ devices.
• 2010: Google’s Cloud to Device Messaging (C2DM): Google launched C2DM, enabling Android apps to send notifications, though it lacked reliability and scalability.
• 2012: Transition to Google Cloud Messaging (GCM): C2DM evolved into GCM, offering better performance and the ability to send richer notifications.
• 2013-2016: Interactive and Rich Notifications Introduced:
  • 2013: Google added rich notifications, allowing Android users to interact with notifications through embedded images and buttons.
  • 2014: Apple extended notification support to the Apple Watch.
  • 2016: With iOS 10, Apple introduced media-rich notifications, enabling videos, GIFs, and interactive elements.
• 2017: Notification Categories and Dots: Google released notification channels with Android 8.0 (Oreo), giving users more control over notification types and introduced notification dots on app icons.
• 2018-2021: Focus on User Control and Personalization:
  • 2018: Both Apple and Google improved notification management, allowing users to customize notification delivery.
  • 2021: Apple’s Focus Modes in iOS 15 and Android’s notification snoozing were introduced.
• 2022: Android introduced a mandatory opt-in for notifications with Android 13, while Apple introduced Live Activities.
• 2023-2024: There is an increased focus on real-time and interactive notifications, with integration into wearables, smart home systems, and in-car displays.

Push Notifications – Best Practices

• Ask for Permission: Display a well-worded permission message that informs the user about the value of subscribing to push notifications before prompting for permission.
• Write Concise and Relevant Messages: Keep notifications brief and purposeful with clear, personal language.
• Target the Right Audience: Segment your audience using data such as preferences, behavior, and location to ensure notifications are relevant.
• Optimize Timing: Send notifications at appropriate times based on user activity patterns and time zones.
• Provide Real Value: Ensure each notification offers meaningful content that benefits the user.
• Limit Frequency to Avoid Fatigue: Avoid overwhelming users with too many notifications.
• Use A/B Testing to Refine Messaging: Experiment with different messages, headlines, and call-to-actions to determine the most effective approach.
• Enable Easy Opt-Out Options: Allow users to easily manage or disable notifications if they choose.
• Monitor Performance and Adjust Strategy: Use analytics to track metrics such as open rates, click-through rates, and engagement, and adjust your strategy based on feedback.

Frequently Asked Questions