A push notification is the most direct line you have to a customer. It shows up on their lock screen. That is also why it is easy to lose: one annoying message and they turn notifications off for good.
Push and in-app are different tools
A push notification arrives when the app is closed. Use it when timing matters: a slot just opened, an event starts in an hour, today's special is ready. An in-app message shows up while someone is already using the app. Use it for things that can wait: a new loyalty reward, a welcome note, a membership offer.
Rules that keep people listening
- One reason per message. If you need the word "also," send it another day.
- Make it useful today. "Two chairs open at 3pm" beats "Check out our services."
- Say what tapping does. "Tap to book" or "Tap for the menu" tells people why to open it.
- Send when people can act. A lunch special at 11am, not 3pm.
- Less is more. A couple of good messages a week beats one every day.
Messages that work, by business
| Business | Push example | In-app example |
|---|---|---|
| Salon or barber | Two chairs open at 3pm today. Tap to book. | You are one visit from a free trim. |
| Church | Service starts in an hour. Here is today's order. | Welcome! Here is how to get connected. |
| Restaurant or food truck | We are parked on Main St until 2pm. | New this week: the fall menu. |
| Boutique | The new arrivals are up. Members see them first. | Your points are worth $10 off. |
What to skip
- Messages with no reason, like "We miss you!" with nothing behind it
- Late-night sends
- The same message to everyone, when it only applies to some