Push vs In-App Notifications: Which, When and How?

Push notifications vs in-app notifications: which do you use, when, how, and why?

You know they are both great communication channels for user engagement and retention, but you're not sure if you're using them right or getting the right results.

Here's a quick summary if you need to run off.

Push Notifications

What they do: push notifications appear on your device's lock screen or notification tray, even when you're not using the app.

How they work: they work by sending alerts directly from the server to the device to make sure users remember to engage with the app.

When to use: Best for urgent, broad alerts (e.g., “Sale ends tonight!”). Alerts like security warnings or payment confirmations. Banking apps use push notifications to inform users of unusual account activity.

Risk: Overuse → uninstalls.

In-App Notifications

What they do: They enhance user experience by providing relevant information when they need it. Displayed inside the app.

How they work: In-app notifications are messages that pop up while you're actively using the app.

When to use: Ideal for contextual, user-specific guidance (e.g., “Complete your profile”). To request for or introduce new features or updates right when users are most engaged.

Read: The tools and widgets for in-app feedback collection

For example, after launching a new search filter, an in-app banner can explain its benefits.

Risk: Ignored if poorly timed.

Want some more context? let's get into the details.

When to Use Push Notifications (And When to Avoid Them)

Push notifications are powerful tools for engaging users when they're not actively using an app.

They are best for**:**

1. Time-Sensitive Alerts
2. A practical example is how ride-hailing apps use push notifications to alert users when their ride is arriving. These alerts offer real-time updates and help manage user expectations outside the app environment.
3. Another example is banking apps alerts (e.g., “Large withdrawal detected”).
4. Re-Engagement Campaigns: Got users who haven't opened the app in a while? Use push notifications to remind them of what they're missing. Be it a new feature update or a friendly nudge, these notifications reignite interest and prompt a return to the app.
5. For example: Duolingo’s “Streak Alert” for dormant users.
6. Broad Promotions: announcing a sale or new exciting feature? Push notifications are perfect for spreading the word. Use it to reach users instantly, creating a sense of urgency that encourages immediate action.
7. For example, Amazon’s Prime Day push blasts (but segment carefully!).

🚫 When to Avoid Push Notifications:

• The message isn’t urgent (e.g., “New blog post”).
• Users are already in-app (use in-app instead).
• You lack opt-in data (iOS requires explicit permission).

When to Use In-App Notifications (With Examples)

In-app notifications shine when users are already engaged with an app. They're perfect for guiding users, announcing features, and enhancing engagement during active sessions.

Need to announce a feature update? Here's a guide on announcing new features and product changes.

In-app notifications are perfect for:

• Contextual guidance: When a user acts, such as completing a task or hitting a milestone. In-app messages can guide them to related features or next steps. This guidance complements the strategies discussed in our guide on designing a great product onboarding experience, ensuring users make the most of the app's capabilities without feeling lost.
• Feature discovery: introducing new features or updates right when users are most engaged. For example, Instagram’s “Try Reels” banner for video creators.. With Feedbear, your users can submit a request for new features in app.
• Announcing features: When you launch a new feature, in-app notifications are the ideal way to introduce it to users. They provide immediate visibility and can include interactive elements like walkthroughs or quick tutorials.
• Feedback Requests and surveys: Embed feedback prompts within the app interface to capture immediate user insights. Tools like Feedbear allow you to integrate interactive in-app surveys that ask, “What would improve your experience?”

🚫 When to Avoid in-app notifications:

• The user isn’t actively engaged (they’ll miss it).
• The message is irrelevant to their current task.

Push notifications vs In-app notifications for iPhone

Apple users expect crisp, context-rich notifications. Make sure your notifications are actionable and don’t overwhelm—Apple’s Human Interface Guidelines recommend thoughtful timing and content.

Excellent IOS Examples:

1. HeadspacePush Notifications
   • Gentle reminders for daily meditation (e.g., "Time to unwind?").
   • Motivational nudges for streak maintenance.
   In-App Notifications
   • Progress trackers for completed sessions.
   • Tailored course recommendations based on usage.
   User Control: Allows granular notification preferences in iOS settings.
2. Spotify

Push Notifications

• New release alerts from followed artists.
• Personalized playlists (e.g., "Your Discover Weekly is ready!").

In-App Notifications

• Podcast episode recommendations.
• Yearly listening stats (e.g., "Your 2023 Wrapped").

iOS Features: Rich media notifications with album art and play buttons.

What do these apps do right?

Personalization: Apps like Spotify and Duolingo tailor messages to user behavior.

Timing: Uber and banking apps prioritize critical alerts for real-time relevance.

User Control: Slack and Instagram allow granular notification settings.

Rich Media: Spotify and Headspace use visuals and interactivity to enhance engagement.

Push notifications vs In-app notifications for Android

Android’s flexibility allows for richer notifications with images and actions. However, clarity is essential.

Here are Android apps that balance engagement and user experience through notifications

1. Google Messages (RCS)

• Push Notifications: Real-time message previews with quick replies (even for OTPs). Smart categorization (personal vs. promotional).
• In-App Notifications: Chatbot-like suggestions (e.g., calendar invites from texts). End-to-end encryption status alerts.
• Why It Works: Uses Android’s Notification Channels to let users customize priorities (e.g., mute promotions but keep OTPs urgent).

2. MyFitnessPal

• Push Notifications: Reminders to log meals or water intake. Progress nudges (e.g., “You’re 200 steps from your goal!”).
• In-App Notifications: Nutritional insights after logging (e.g., “High protein today!”). Streak celebrations with shareable badges.

Why these apps stand out

Use Android-Specific Features: Use Notification Channels (WhatsApp) for user customization. Enable Bubbles or Priority Alerts (Uber) for critical updates.

Personalize Strategically: Amazon’s cart reminders and Spotify’s new releases show user-centric timing.

Respect User Context: Todoist’s location-based alerts avoid irrelevant pings.

Close the Feedback Loop: Use tools like Feedbear to trigger in-app feedback (e.g., “Rate this notification’s relevance”) and refine strategies.

Strategies for Combining Push and In-App Notifications

Combining push and in-app notifications is a smart way to boost user engagement and retention. Each type of notification complements the other beautifully.

Here's how to make the most of both.

Decision Framework: Push or In-App?

1. Is the user active in-app now?
   • Yes → In-app.
   • No → Push (if urgent).
2. Is the message personalized?
   • Yes → In-app (e.g., “Your trial ends in 3 days”).
   • No → Push (e.g., “New feature live for all users!”).
3. Will it disrupt their workflow?
   • Yes → Delay or use in-app.

Steps to implement a combined strategy:

• Analyze user behavior: Understand when and how users interact with your app. This helps in crafting personalized notifications that resonate.
• Segment your audience: Divide users into segments based on their activity and preferences. Send targeted push notifications to each group.
• Test and refine: Continuously test different notification strategies. Analyze results to optimize timing and content for maximum impact.

Examples of effective use:

• Welcome series: Send a welcome push notification to new users, followed by an in-app tutorial.
• Feature announcement: Use push to announce a new feature and then send an in-app notification to guide users through it.
• Event reminders: Send push reminders for upcoming events, with in-app follow-ups for additional details.

Key Takeaways

Push and in-app notifications are vital tools for enhancing user engagement and satisfaction. Each has its unique strengths and roles in communication strategies.

Push notifications are great for reaching users anytime, even when they aren't using the app. In-app notifications shine during active user sessions, providing contextually relevant updates.

Here are some key takeaways:

• Push Notifications: Ideal for re-engaging inactive users, announcing time-sensitive promotions, and delivering urgent updates. They should be personalized and timed carefully to maximize impact.
• In-App Notifications: Effective for guiding users through new features, enhancing ongoing activities, and offering real-time insights. They should remain relevant and not overwhelm the user experience.
• Balancing Act: Using both types strategically boosts engagement. Push notifications can draw users back, while in-app notifications can enhance their experience once they return.
• Avoid Common Pitfalls: Overloading users with notifications or lacking personalization can lead to disengagement. Tailor messages to user preferences and behaviors for better results.

Understanding the distinct purposes of push and in-app notifications helps in crafting a communication strategy that enhances user satisfaction and retention. Prioritizing timing, personalization, and relevance ensures that these tools effectively keep users informed and engaged.

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