In-App Push Notifications – Best Practices

If you’re worried about losing your active app users through push notifications, the next best route to take would be to include in-app messages or push notifications that appear whilst a user is within the application itself.

in-app push notification

You will be able to directly communicate and relay messages and promotions to your most active app users, and this can be a great way to improve app engagement, app loyalty as well as revenue from the customers. Hence app notifications can be a great way to improve app monetization.

There are some rules you should try to follow when using in-app push notifications to ensure you aren’t frustrating your app users, and there are also some practices you can follow to try and increase potential revenue, and keep old users paying for your service, whether it’s through advertisements or in-app purchases.

Read on to learn about the best practises for in-app push notifications.

Use Both Broad and Targeted Messages

Whilst it is possible to spark the interest of your app user’s by sending out a generic globalized message to everybody within the application, you’re missing out on pinpointing specific types of app users, and potentially losing out on revenue.

Broad messages that get sent out to everybody are best used when offering or giving information on something that all of your users are going to be interested in these kind of things will be tied to the main application function and the reason why most of your app user’s probably downloaded your app in the first place.

On the other end of the spectrum, targeted messages can be used to pick out certain app user’s and send them more personalized messages that will appeal more to them. If you have access to your app user’s usage history, you could get very granular about it and send out a certain message to those who use one part of the app at a much higher rate than any other app function or feature. An example of this would be to send a discount message for new levels to those who constantly play the same game mode within a game app, or a bundle package that could help users save money on the services they use within your app.

Timing and Location for your In-App Push Notifications is Important

Another important variable to take into consideration when planning out in-app push notifications is the time and location of your in-app push notifications.

You’re only going to frustrate your customers if you place your in-app push notifications on top of what they are trying to concentrate on, but at the same time, if you decide to put the notification message to one side, it may go unnoticed.

A big, broad message can do a lot of favours when trying to grab your user’s attention, but it’s best to place an in-app push notification like this when you know it won’t get in the way of or ruin anything your customer may be doing at that time.

In terms of a game app – it would be a bad idea to throw a message up in the middle of the game, so instead you should do it at the end of the level when your users pause the game, or when they’ve finished all of the levels available- and this could even be considered a targeted in-app push notification because it’s only available to the percentage that enjoys the game enough to complete all of the free levels.

In terms of a more business-related application, it could be damaging to you if you throw up a push message whilst a user is browsing the app or using a particular service within the app. Your end goal is to pique the interest of your app user’s with these messages, and not frustrate them.

Putting broad messages when a user starts up the app can be more effective than putting it within the app or when they close it down because it means all of your app users will see it, and this will help to reach all of your audience and won’t be in the way of any tasks they may be trying to complete within the application itself.

When taking into consideration broad messaging and targeted messaging, as well as how the location of these types of messages could affect its presentation, you will stand a better chance at keeping your customers up to date with other apps and offers, making revenue off of special deals, and minimizing the risk of frustrating any regular app users too.

Audience Management In-App Push Notifications


One important point to consider is that your customers maintain control of how and when they receive push messages by opting in or out. That makes push notifications a more trusted channel for conversation between you and your customers. By demonstrating the value your app offers, you earn permission to communicate with app users and elevate your brand’s exposure while driving mutual value.

To deliver relevant content through in-app push notifications you have to make sure you know your users and what they want. Typically you analyse their behaviour and apply segmentation on these factors:

  • App Behaviors: tracking of what each user has bought, played and downloaded. Know if they’ve opened the app recently and use these insights for audience segmentation.
  • User Preferences: users set their own preferences in your app, defining when, how often and with what content you may contact them. This personalization makes your app more relevant and stickier.
  • Location: this matters when you send users a message. A segment on both their current place and their location history—location is a profile that drives relevance.
  • Devices and Systems: send the right messages to the right devices across Apple iOS, Android, Windows and more.

Audience Targeting In-App Push Notifications

Best practices for In-App Push Notifications are to use data to create more personalized notifications and convincing content. Information can be derived from in-app behaviors and through stated preferences in the app’s preference center. Users can tell you what days or times of day they want to hear from you. With this information, you can build robust audience profiles that allow for better segmentation and targeting. To deliver the content, use business rules for an increased app engagement in real-time.

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