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Push notifications: what they are and how to use them
Push is a short on-screen alert: in the browser after the site’s permission, or in an app. Next to email, SMS, and retargeting it’s another way to bring back someone who already visited you.
Below: who the channel fits, how browser subscription works, and basic frequency rules. Chrome/Safari policies and sender tools change — check current docs before launch.
How browser push works
On a visit the site may ask for notification permission. Allow — subscription; Block — the dialog usually won’t show again the normal way.
Then messages go to subscribers: promo, news, abandoned cart, status. Open rates are often higher than email, but attention is shorter — copy and CTA must be instantly clear.
Channel pros:
- one-click subscribe
- fast on-screen show
- handy for urgent events
- complements email and SMS
Who it helps and how to test
It makes sense if you have regular reasons to write and the audience returns often. For a one-off landing without return visits the effect is weaker.
At the start: connect a provider, ask permission at a fitting moment (not in the first second), send a test to yourself, measure CTR and opt-outs.
Compare with SMS and email: push is a short nudge; longer value belongs in the letter.
Rules so you don’t annoy
Write short: what happened and why to open. Don’t push every social post.
Segment: not every subscriber wants “hot” deals daily. Offer a way to turn notifications off and respect the refusal.
FAQ
How does push differ from email?
Shorter, more instant, no subject line. Less room for meaning — higher irritation risk.
Are browser and mobile push the same?
Similar idea, different delivery: Web Push via browser/service worker; app push via the store SDK.
Can I send without permission?
No. The browser asks Allow/Block. After Block a normal repeat prompt is usually unavailable.
Who benefits most from push notifications?
Media, stores with promos, services with events (status, booking, update). Not equally useful in every niche.
How often should I send pushes?
Rarely and on purpose. Frequent pushes = unsubscribes and Block.
Do I need my own server?
Teams more often connect an ESP/push platform. Own stack — for teams with engineering.
Does push replace SMS?
No. SMS reaches a number; push only reaches subscribers with a live permission.
Push every hour — and subscribers hit Block?
We’ll set permission timing, short copy, and frequency limits so push nudges instead of annoying.
Discuss the task
