The ultimate guide to app notifications

Push notifications are the bread and butter of user engagement. These are messages sent directly to a user’s device, even when the app isn’t open. But not all push notifications are the same - there are multiple types, each serving a different purpose. Here’s a breakdown of the main types and when to use them.

Unlike standard push notifications, silent notifications don’t trigger a visible alert. Instead, they update app content in the background, ensuring users see fresh data when they open the app.

These are most useful for:

• Refreshing content (e.g., news feeds, social media updates)
• Syncing user data across devices
• Updating app configurations or settings

📌 For example: A weather app updates temperature data in the background so that when users check the app, they see the latest forecast without manually refreshing.

These notifications use geofencing or beacon technology to send alerts based on a user’s physical location. They’re great for hyper-personalised experiences and can drive foot traffic to physical locations.

They’re most effective for:

• Retail and hospitality businesses sending location-based promotions
• Travel apps providing local recommendations
• Event apps reminding attendees of schedules or special offers nearby

📌 To give you an idea: A coffee shop app sends a push notification: “☕ You’re near our store! Pop in for a free upgrade to a large latte today only.”

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Live notifications provide real-time updates that users need to act on immediately. These often include sports scores, stock market alerts, or ride-hailing updates.

These work best for:

• Real-time event tracking (sports, auctions, stock prices)
• Delivery and transportation updates
• Customer support and service status alerts

📌 One example is: “🚗 Your Uber is arriving in 2 minutes! Head to the pickup spot now.”

Also known as rich push notifications, these include images, GIFs, videos, or audio to enhance engagement and visual appeal.

You can use these for:

• Marketing campaigns that require eye-catching visuals
• Entertainment and media apps promoting new content
• E-commerce showcasing new product launches

📌 As a case in point: A streaming service notification with a movie poster: “🎬 New episode of Your Favorite Show is now available! Tap to watch.”

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These allow users to interact directly from the notification without opening the app. Common actions include replying to messages, liking a comment, or confirming a booking.

These are best for:

• Messaging and social apps enabling quick replies
• Task management and productivity apps
• Appointment reminders with instant rescheduling options

📌 For example: “📅 Your appointment is tomorrow at 10 AM. Need to reschedule? Tap below.”

These messages appear while the user is actively using your app. They can take various forms, including banners, pop-ups, modals, or embedded messages within the app’s interface. Unlike push notifications, they don’t require user permission, making them an effective way to communicate updates without being intrusive.

Think of in-app notifications as a way to guide, inform, or nudge users while they’re already engaged with your app.

Best uses:

• Onboarding tutorials: Help new users understand key features with step-by-step guidance.
• Feature announcements: Highlight new functionalities to encourage exploration and usage.
• Progress updates: Keep users informed about order statuses, goal completions, or achievements.

Why they work:

• They don’t interrupt the user’s workflow, making them a seamless way to provide information.
• They encourage users to take action in real-time, whether it’s completing a setup, trying a new feature, or confirming an order.
• They help improve user experience by providing relevant information exactly when it’s needed.

However, they only work if the user is already inside the app - so they’re not effective for re-engagement. To maximise impact, pair in-app notifications with other types, like push notifications, to create a comprehensive communication strategy.

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🚨 When should you use SMS?

• Banking & security: One-time passwords (OTPs), fraud alerts, and account activity notifications.
• Travel & logistics: Flight delays, last-minute changes, delivery tracking, and driver arrival notifications.
• Appointments & reminders: Doctor’s appointments, reservation confirmations, and service updates.

📉 Potential downsides:

• Costs associated with sending SMS, especially for large-scale notifications.
• Users may perceive SMS as intrusive if used for non-urgent communications.
• Limited character space (usually 160 characters) means messages need to be concise yet informative.

While SMS is excellent for critical communications, it’s best to use it sparingly and only for messages that truly need immediate attention.

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Email remains one of the most versatile notification channels. While it lacks the immediacy of push or SMS, it excels in delivering detailed, informative content that users can refer to later.

🛠 Best uses:

• Transactional updates: Receipts, invoices, shipping confirmations, and order details.
• Periodic summaries: Monthly account statements, app usage reports, and personalised recommendations.
• Marketing campaigns: Special offers, promotions, and newsletters.

Emails provide a structured format for delivering important information without overwhelming users. However, because inboxes are crowded, crafting compelling subject lines and ensuring emails add value is crucial for engagement.

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Notifications are one of the most powerful tools for in-app engagement - when used correctly. The trick is to balance usefulness with respect for your users’ time and attention.

At The Distance, we know how to craft an effective notification strategy tailored to your app’s needs. Whether you’re looking to boost engagement, improve retention, or create an unforgettable user journey, we can help.

Want to make sure your notifications are working for your users, not against them?