Updated 18 September 2026. Originally published in 2017; revised to replace outdated advice and links.
Push notifications can bring someone back for a useful update. They can also become another interruption. Start with what a customer would actually want to hear about.
Choose a specific use
A requested availability alert, relevant event reminder or update to a followed topic has a clearer purpose than sending every subscriber every new post. Agree the frequency, who writes the message and the destination it opens.
Explain the choice before asking
Browser and device support varies. Test the devices your audience uses and explain what people will receive before presenting a permission request. Make it clear how to stop notifications. Do not assume that a browser permission resolves every privacy or marketing obligation.
Budget for the whole service
Our 2017 article incorrectly described push notifications as having no ongoing costs. Platform charges, development, maintenance, message production and support can all matter. Confirm the actual provider’s terms and your expected usage.
Test whether it earns its place
Start with a small, relevant use case and track useful actions after the click, alongside opt-outs and complaints. A notification count is not a business result. For many organisations, an appropriate email newsletter or marketing flow may be a better fit.
Tell us what you want customers to do and we can help compare the options. Review the ICO’s direct marketing and electronic communications guidance when planning permissions and data use.
