Push notifications let your team communicate with contacts in real time, whether they are using your mobile app or browsing your website on a desktop. By delivering relevant updates directly to their screens, you can bring contacts back to key pages and keep them connected with your brand.
A push notification is a brief, targeted message displayed on a contact's mobile device or web browser. When a contact taps or clicks the notification, it redirects them straight to a specific page on your website or location within your app.
A standard push notification consists of three core elements:
Icon: A small brand image or icon that identifies your company or app.
Title: A concise headline that grabs the contact's attention.
Subtitle or Message: A short text description that conveys the main message or offer.
Push notifications can be delivered through different channels depending on where your audience is interacting with your brand:
Web Push Notifications: Messages delivered through desktop or mobile web browsers. Web push notifications reach anonymous contacts and recognized contacts after they opt in, even if they are not actively viewing your website at that exact moment. You can set up web push notifications in Positive User by navigating to "Campaigns" → "Web Push".
Mobile Push Notifications: Messages sent directly to contacts who have installed your mobile app on their smartphone or tablet and enabled app notifications. Mobile push notifications support deep linking, allowing contacts to tap directly into specific screens or features in your app. You can configure mobile push campaigns by going to "Campaigns" → "Mobile Push".
Wallet Notifications: Messages attached to digital passes, loyalty cards, or coupons stored inside native wallet apps like Apple Wallet or Google Wallet. Wallet notifications are ideal for sharing pass updates, membership status changes, or location-based reminders. You can manage wallet push messaging under "Loyalty Program" → "Points & Rewards". [LINK]
Depending on your communication goals, your team can send several categories of push messages:
Update notifications: Inform contacts about the newest version of your app so they can download and install updates immediately.
Reminder notifications: Help contacts stay on top of scheduled tasks, upcoming appointments, or saved items based on their account information.
Alert notifications: Deliver instant updates when direct interactions happen, such as when a contact receives a new message or post comment.
Geolocation notifications: Trigger location-relevant updates when a contact enters a specific area, like sharing a special lunch menu when they are near your restaurant.
Engagement notifications: Celebrate contact milestones inside your app, such as congratulating a contact for beating their personal fitness record.
Promotional notifications: Highlight limited-time sales, exclusive discounts, or giveaways to encourage contacts to complete a purchase.
Rating and survey notifications: Ask contacts to rate their experience or review your app after taking an action, such as making a purchase.
Compared to traditional communication channels like email and SMS, push notifications give your marketing and sales teams unique tactical advantages:
Instant Lock-Screen Visibility vs. Email: Unlike emails that sit unread in crowded inboxes or spam folders, push notifications deliver high-visibility alerts directly to contact lock screens for immediate reaction and higher open rates.
Direct Path with Lower Friction: One tap takes contacts straight to a targeted landing page or checkout screen inside your app, bypassing the extra steps involved in opening and reading an email.
Zero App Maintenance with Wallet Notifications: While traditional mobile push notifications require building and maintaining a dedicated mobile app, wallet notifications let you deliver lock-screen messages, digital loyalty pass updates, and location-based offers through native Apple Wallet and Google Wallet apps already installed on contacts' devices.
Cost-Effective Reach Compared to SMS: SMS messages carry recurring per-message carrier fees and complex regional compliance regulations. Push notifications provide real-time messaging without ongoing transactional sending costs.
Real-Time Context & Geolocation: Trigger automated alerts based on live contact behavior or physical proximity to a store reaching buyers right when their purchasing intent is highest.
Re-Engaging Inactive Contacts: Bring contacts back to your platform by sending personalized updates or special offers when they haven't logged in or visited your site for a set period.
Cart Recovery: Remind contacts about items left in their shopping cart or unfinished onboarding tasks, providing a direct link so they can complete their purchase or setup in one click.
Promotional Announcements: Promote limited-time sales, seasonal discounts, or product launches to your audience's home screens to generate immediate traffic.
Location-Based Messaging: Send timely notifications when contacts enter specific geographic zones, inviting them to check out special offers at nearby brick-and-mortar stores or events.
App Updates and Task Milestones: Keep contacts informed when a new version of your mobile app is available, or encourage app usage by sending congratulations when contacts achieve personal tasks and goals.
Mobile Wallets Introduction [LINK]
