3 Tips for Using Push Notifications Effectively in Your App

They’re often called intrusive, a source of digital fatigue — even counterproductive...
Yet push notifications remain one of the most powerful tools for driving mobile engagement. When well-designed, they allow brands to create timely, targeted interactions — a connection that would be nearly impossible without the ubiquity of mobile. They insert themselves into the user’s daily routine, right on the interface they consult most often: their phone.

But with the overwhelming volume of notifications users receive every day, it’s no longer enough to simply send a message. To truly make an impact, that message must be relevant, personalized, and well-targeted. In this article, we explore these three keys to success — with real-world examples from brands like Starbucks, Flo, and Nike Run Club — and how to measure their effectiveness.

1. Relevance: The Right Message at the Right Time

A notification shouldn’t feel like a disruption. To catch the user’s attention and drive action, it needs to arrive at the right moment and in the right context. That’s what gives it value and legitimacy — and helps avoid long-term fatigue.

Starbucks is a great example: the brand sends geo-targeted notifications when users are near a store, delivering offers when they’re most likely to act on them. Uber Eats follows a similar strategy, sending messages around mealtimes based on each user’s behavior patterns.

On the technical side, this involves connecting your app to iOS and Android geolocation APIs, using a mobile SDK that can handle context-based triggers, and configuring your push system to exclude certain time slots. A well-designed backend also allows you to align notifications with real-time events (like an active promotion or weather conditions that support an offer).

It’s essential to rely on contextual data like location, time of day, or live events — and avoid untimely messages that risk irritating users instead of engaging them.

2. Personalization: A Message That Speaks to the Individual

Users expect messages that reflect their reality. Sending the same content to everyone is like shouting into the void. A well-personalized notification makes the user feel that the app understands their needs and is helping them accomplish something.

A great example is the Flo app: its notifications are tailored to each user’s menstrual cycle, preferences, and health goals. These messages deliver real value and are seen as a service, not a disruption. Duolingo also shines in this area by adjusting notifications based on each user’s learning level and activity, striking a balance between motivation and intrusion.

From a technical standpoint, personalization relies on collecting and centralizing data — always with explicit user consent. A backend system synchronizes profiles, behaviors, and usage contexts in real time. A rule engine or segmentation tool then generates dynamic content tailored to each situation. Some platforms let you embed personalized variables directly into notification templates — first name, location, browsing history, time of day, etc. AI and machine learning add a predictive layer, refining recommendations and triggering the right message at the right time on the right channel.

3. Prioritization: Focus on the Users That Matter

Blasting your entire user base with the same notification risks irrelevance — or even irritation. Focusing instead on the users most likely to engage helps reduce marketing pressure while maximizing ROI. In other words: invest where attention is available and action is most likely.

A strong example is Sephora, which combines purchase data, stated preferences, and in-app behavior to send ultra-targeted notifications. A beauty routine reminder might be sent right before a product runs out — just in time to drive action. This approach maximizes impact while avoiding unnecessary noise.

Technically, this kind of prioritization relies on evolving, context-aware segmentation. Behavioral data (recent actions, time spent, session frequency), transactional data (purchase history, abandoned carts), and declared data (stated goals or preferences) are continuously cross-referenced in real time via platforms that manage dynamic events and attributes. These tools help identify high-potential users for each campaign. Integrated A/B testing helps validate decisions: who to engage, when, and with which message. The result: more relevant, better-received, and less frequent interactions — with higher effectiveness.

Measure Your Performance to Improve

To optimize your campaigns, you need to track the right metrics. Industry benchmarks help you compare your results against sector standards. Three metrics stand out:

• Opt-in rate shows the percentage of users who’ve agreed to receive notifications — a great indicator of the perceived value of your messages. In 2024, the median opt-in rate was 61.4% on Android and 49.8% on iOS according to Airship (Push Notification Benchmark Report 2024). A low opt-in rate may reflect unclear permission messaging or a lack of meaningful user benefit.
• Direct opens measure how often a notification leads to an immediate app open — a key sign of message impact.
• Number of messages sent per user, which helps avoid overload. Too many messages increase the risk of opt-outs.

Conclusion

They’re often seen as intrusive or even unwelcome… but in the right hands, push notifications can become one of the most powerful touchpoints in your mobile strategy. The secret isn’t quantity — it’s intelligence. By respecting the context, the user’s reality, and the value they expect, this small message (often swiped away in a second) can become a true driver of engagement.