Push notifications are the most direct channel to re-engage users with your app. But a poorly executed strategy has the opposite effect: 60% of users disable notifications within the first 90 days. The difference between retention and uninstall is in how you use them.
1. Ask Permission at the Right Time
Don't ask for push permission on first open. Wait until the user has experienced value. Opt-in rates with this approach: 60-70% vs 30-40% when asked at startup.
2. Segment Your Audience
| Segment | Push example | Frequency |
|---|---|---|
| New users (0-7 days) | "Complete your profile and unlock X" | 1x daily max |
| Active users | "Your weekly report is ready" | 2-3x week |
| At-risk (7+ days inactive) | "We miss you — here's what changed" | 1x week |
| Dormant (30+ days) | "Updates you can't miss" | 1x every 2 weeks |
3. Timing Matters More Than the Message
- B2C: 10am-1pm and 6pm-9pm local
- B2B: 9am-11am and 2pm-4pm
- Transactional: Immediate
4. Personalize with Real Data
Generic notifications = ignored. Use behavior data: name, last action, preferences, location.
5. Key Metrics
- Opt-in rate: Target >60%
- Open rate: Target >10% promotional, >50% transactional
- Opt-out rate: Alarm if >5% monthly
Conclusion
Push notifications are a retention tool, not a broadcast channel. Segment, personalize, respect timing, and measure every send.
Want to implement a push notification strategy? Contact us and we'll design the complete system.
