What are push notifications, and why do they matter for mobile apps?
Push notifications are messages sent from your app backend to a user's device, even when the app is not currently open. They are one of the fastest ways to bring users back, drive action, and keep people informed.
What is a push notification?
A push notification is a short, permission-based message delivered through Apple Push Notification service (APNs) on iOS or Firebase Cloud Messaging (FCM) on Android. Users see it on the lock screen or notification tray and can tap to open your app.
Compared with in-app messages, push notifications are better for re-engagement because they work outside the app session. Compared with email, push is typically more immediate and often gets faster user response.
Main types of push notifications
Transactional push
Critical events like order shipped, payment succeeded, password reset, or security alert.
Engagement push
Nudges tied to behavior, like unfinished checkout, daily streaks, or feature reminders.
Promotional push
Campaign moments such as limited offers, launches, and seasonal promotions.
Why deep linking makes push notifications effective
A push message without deep linking usually opens the app home screen, forcing users to hunt for the content. That friction causes drop-off.
Deep links remove that friction by landing users directly in the target screen, such as a cart, order detail, reward page, or content item. Better landing accuracy usually means better conversion from tap to outcome.
If you need deferred deep linking when the app is not installed, see the deferred deep linking guide.
Quick checklist
- Define a deep link path for every push campaign CTA.
- Include fallback logic for users without the app installed.
- Pass campaign metadata (UTM or custom params) for attribution.
- QA notification tap behavior on iOS and Android before launch.
Push + email: better together as multi-channel notifications
Push and email should not compete. They should coordinate. Push is ideal for fast, high-intent actions. Email is better for richer content, detail, and longer-form context.
| Channel | Best for | Typical CTA behavior |
|---|---|---|
| Push notification | Urgent reminders and short action loops | Tap to deep link directly into app content |
| Longer explanations, recaps, and multi-offer content | Click to web or app-aware smart link |
Example flow: send a push reminder 30 minutes after cart abandonment, then send an email with product details and social proof if there is no conversion within 24 hours.
Practical best practices
- Ask for notification permission at the right moment, not immediately on first app open.
- Use clear, specific copy and one strong call to action.
- Always connect the CTA to a deep link that lands in the exact in-app screen.
- Cap frequency and segment audiences to avoid notification fatigue.
- Coordinate push and email so users are reminded across channels without duplication.
Build notification journeys that convert
The highest-performing mobile campaigns combine concise push messaging, accurate deep links, and coordinated email follow-up. That is the core of a reliable multi-channel notification strategy.