Push Notifications Explained: What They Are & How They Work

Where smartphones rarely leave our side, push notifications have become one of the most powerful tools for real-time communication. Push notifications are working behind the scenes to keep you informed, engaged, and often, persuaded.

What Are Push Notifications?

Push notifications are short, clickable messages sent directly to a user’s device from an app or website. Unlike traditional messages like emails or SMS, push notifications do not require the user to be actively using the app or website when they are sent. They “push” information to users in real time, grabbing their attention on mobile phones, tablets, or desktops.

They can serve a variety of purposes—alerts, promotions, reminders, transactional messages, and more.

Examples include:

• “Your Uber is arriving now.”

• “Flash Sale! 20% off for the next 2 hours.”

• “New message from Sarah.”

Types of Push Notifications

1. Mobile Push Notifications
   Delivered through apps installed on iOS or Android devices. These are the most common and pop up as banners, alerts, or on lock screens.

2. Web Push Notifications
   Sent via web browsers (like Chrome, Firefox, or Safari) even when the user is not on the website. These typically appear as small pop-ups in a browser window.

3. In-App Notifications
   These appear while the user is actively using an app. They’re not push in the traditional sense but are still considered part of the notification ecosystem.

4. Desktop Push Notifications
   Similar to web push but specifically tailored for desktop operating systems like Windows or macOS.

How Push Notifications Work

At a basic level, the push notification process involves three components:

1. App/Website Server
   This is where the message originates. It triggers the notification based on certain actions (like a sale, update, or user behavior).

2. Push Notification Service (PNS)
   Services like Apple Push Notification Service (APNs) or Firebase Cloud Messaging (FCM) act as intermediaries, delivering the message from the server to the user’s device.

3. User’s Device
   The device receives and displays the notification according to the device settings and user permissions.

Why Push Notifications Matter

• Instant Communication – They allow brands and services to reach users instantly.

• User Engagement – Notifications can re-engage dormant users and encourage frequent app usage.

• Personalization – With behavior-based targeting, messages can be tailored to the individual’s interests or actions.

• Conversions & Revenue – Limited-time offers, abandoned cart reminders, and personalized deals can directly lead to sales.

Best Practices for Push Notifications

To be effective (and not annoying), follow these tips:

• Ask permission clearly and respectfully.

• Make messages short, clear, and actionable.

• Use personalization (name, location, interests).

• Don’t overdo it—too many notifications can lead users to disable them or uninstall the app.

• Allow users to customize preferences.

Push notifications, when used thoughtfully, can be a powerful communication channel for apps, websites, and businesses. The key lies in timing, relevance, and user respect. In a world full of digital noise, a push notification can be the nudge that leads to action.