Guide · Apps & software
Push notifications strategy: useful, not annoying
Push notifications are the most direct channel an app has: a message on the user's lock screen. Used well, they bring users back at the right moment — an order is on its way, an appointment is tomorrow, a price dropped. Used badly, they get switched off, and with them the app's most valuable channel. This guide explains how to plan notifications that users keep.
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In short
In short
- 01
Ask for permission at a moment when the value is obvious, not on first launch.
- 02
Prioritise transactional notifications — order status, reminders, security — over marketing.
- 03
Let users choose categories and frequency in settings.
- 04
Personalise by behaviour and language; generic blasts perform poorly.
- 05
Measure opt-outs and uninstalls, not only opens.
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Guide
Permission
On iOS, apps must ask for permission before sending notifications; recent Android versions also require runtime permission. A request on first launch, before the user has seen any value, is often declined. Better:
- explain the benefit first ("Get notified when your order ships");
- ask when the user performs a related action, such as placing an order or booking;
- let users enable notifications later from settings.
Types of notifications
Transactional
Order confirmed, shipped, delivered; booking reminders; payment received; security alerts. These are expected and valued — the backbone of a good notification strategy.
Service and account
New messages, replies from support, documents ready. Useful when relevant to the user's activity.
Marketing
Offers, new collections, events. Welcome in moderation, when relevant to the user's interests and not too frequent.
Frequency and timing
- Set limits per user per week for marketing notifications.
- Respect local time and quiet hours; avoid night messages except for urgent alerts.
- Consider local rhythms — holidays, Ramadan evenings — when scheduling campaigns. See marketing calendar for Azerbaijan.
Personalisation
- Based on behaviour: items viewed, abandoned carts, order history.
- Based on preferences: categories the user chose.
- In the user's language: Azerbaijani, Russian or English, according to app settings.
Content
- Short, specific, actionable: what happened and what the user can do.
- A deep link to the relevant screen, not the app's home page.
- No clickbait; misleading notifications erode trust quickly.
Web push
Progressive web apps and websites can send web push notifications on supported browsers; on iPhones, this works for web apps added to the home screen. The same principles apply. See progressive web apps.
Messengers as an alternative
In Azerbaijan, many customers are more responsive to WhatsApp or Telegram messages than to app notifications — and they do not need to install an app. For transactional messages, messenger notifications (with consent and within platform rules) can complement or replace push. See messengers for business.
Measurement
- Permission opt-in rate.
- Delivery, open and conversion rates by notification type.
- Opt-outs and uninstalls after campaigns.
- Long-term retention of users who receive notifications vs those who do not.
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FAQ
Frequently asked questions
How many notifications per week is too many?
It depends on the app and the user's engagement. Transactional notifications are rarely too many; for marketing, start low and watch opt-outs.
Should notifications require consent under data law?
Notification permissions are handled by the operating system, but marketing communication and personal data use should also follow your privacy policy and applicable law.
Can we send notifications to users who did not install the app?
No. For them, email, SMS or messengers — with consent — are the channels.