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What are push notifications?
Push notifications, or simply pushes, are pop-up messages that appear on the screens of computers and mobile devices. They are designed to inform users about various events, such as new services, promotional offers, current news, and updates. For example, the mobile app "Tinkoff" may send a notification urging the user to check out the latest financial news.
Types of push notifications
System pushes
System pushes are automatic notifications generated by operating systems or applications that inform about various changes and updates. For instance, users may receive notifications about an expired antivirus software license.
Pushes in mobile applications
Users can receive short notifications from mobile applications, provided they have enabled the corresponding setting. These messages may contain instructions, reminders, or calls to action. For example, the Duolingo app may remind the user that it is time to practice Italian, encouraging them to open the app more frequently.
Web pushes
Web pushes require users to grant permission to receive notifications from websites. When a user visits a site, they may be prompted to allow or deny the display of such notifications. After consent, notifications will appear in the bottom right corner of the screen, with the frequency determined by the website owner. Clicking on a web push may redirect the user to a website or page with a current promotion.
Why do businesses need push notifications?
Push notifications serve as an important tool for businesses, allowing them to inform subscribers about useful content, news, new products, and promotions. They help establish contact with new subscribers and maintain interest among existing ones. For instance, the online publication Prensa Libre, which connected to the Gravitec service for setting up push notifications, noticed an increase in traffic of 300,000 users per month.
Online stores and retail chains actively use pushes to notify customers about the start of sales and new product arrivals. For example, some online stores send reminders about abandoned carts, which helps bring back users who added items to their cart but did not complete the purchase. The PushEngage service cited an example where the Australian marketplace MyDeal increased revenue by 20% thanks to notifications about abandoned carts.
How to set up push notifications
Setting up web pushes
Setting up web pushes for browsers is quite simple due to the availability of specialized services. The process involves several stages:
- The website owner integrates the provided code into the website pages from the push notification service.
- When a user visits the site, they see a request for permission to show notifications.
- After confirmation, the user starts receiving notifications.
- At any time, the user can unsubscribe from pushes through their browser settings.
Setting up push notifications in mobile applications
To set up push notifications in mobile applications, the user must first allow the apps to send notifications in their device settings. Then, the sender uses appropriate push notification services like Firebase Cloud Messaging (FCM) or Apple Push Notification Service (APNS), depending on the phone's operating system. During the setup stage, developers' assistance is required to collect mobile tokens that identify users' devices. After this, the application server can send pushes to users' devices.
Push notifications are a powerful tool in the marketing arsenal that can be used both independently and in conjunction with other communication methods. For more information about services and recommendations for setting up pushes, we recommend checking out other articles on our blog.