Customer Engagement Strategies

Using Notifications to Drive Customer Engagement

Tyler Smith
Web Developer
Lauren Mardeusz
Senior Manager, Client Services
Feb 16, 2024

There are a lot of communication tools out there, and it can be hard to figure out the best way to connect with your audience. Notifications are a powerful way to get customers involved. Businesses can communicate with their customers and keep them interested by using push, email, app, and social media notifications. 

In this article, we will look at the different types of notifications and how they can be used to get customers involved.

Why Are Notifications Important for Customer Engagement?

Notifications let you talk to your customers right away and directly. You can reach your audience in real time and keep them up to date on your business. By using notifications, you can keep your customers interested in your brand.

customers preferred channels for brand updates

Push Notifications

A study by Localytics found that push notifications have an average open rate of 90%. They are messages that are sent directly to a user's device, like a smartphone or tablet. You can send these notifications through a mobile app or a web browser. They are a great way to keep your customers informed about new products, promotions, or updates.

When push notifications come in, they show up right on the screen, even if the user is not using the app at that moment. This makes the user feel like they need to act quickly because they know they will not miss out on anything important. The fear of missing out will make the user click on and interact with the content in the push notification. One thing to watch out for is the number of times it comes in.

Even though push notifications are sent right away to a subscriber's device, they may get annoyed if they see them all the time. Some experts say that your business should only send two push notifications per day, if they have information to share.

It is good for both the business and the subscriber to know how often they will be notified. Even so, all push notifications have the same banner style as a text message banner, which makes the brain think that it is important. The average click rate for a push notification is 28%, which is much higher than the 1-2% click rate for emails.

Email Notifications

Email notifications are messages that are sent straight to a user's inbox. Businesses often use them for marketing, like letting customers know about new goods, sales, or updates.

A study by Mailchimp found that the average open rate for marketing emails is 21.33%. This may not seem like a lot compared to push notifications, but email notifications have a higher click-through rate, with an average of 2.62%. This means that even though fewer people may open your email, those who do are more likely to interact with your content.

Email may not be the best way to notify subscribers, but right now it has the best return on investment. In fact, a study by the Digital Marketing Foundation found that for every $1 spent on email, $38 was returned. Emails have more room to sell the product being promoted, so people will probably read them more than they would a push notification.

App Notifications

App notifications are messages that are sent directly to a user's phone through an app. You can use them to let customers know about new features, changes, or sales in the app. They are a great way to keep customers interested in your app and your brand.

Notifications from apps are usually more about giving information than taking action. They only show important things, like events or activities that are built into the app.

A study by Localytics found that app notifications have an average open rate of 68%. This means that more than half of your customers will see your message, making it a very effective way to talk to your audience.

Social Media Notifications

Most of the time, app notifications are more about giving you information than getting you to do something. They only show you important things, like events or activities that are built into the app.

An interesting fact about social media is that notifications have a high engagement rate. A study by Sprout Social found that the average engagement rate for Facebook posts is 0.09%. This may not seem like much, but it is important to remember that this is the average across all industries. Businesses can increase their engagement rate and keep their customers interested in their bra by posting interesting content and using notifications.

How to Use Notifications to Drive Customer Engagement

We have now talked about the different kinds of messages. Let us look at how companies can use them to get customers more involved.

Personalization is Key

In any form of communication, personalization is important. Users will either interact with or ignore a notification based on its content. The content of the notification should be tailored to each individual user, as a personalized message is more likely to be acted upon than a general message sent to all users. A lot of the personalization options depend on how much data a business collects.

Push notifications will be even more personalized than emails because the business owns the app and can learn more about each user, such as what products they have looked at, what items they have in their carts, what items they may have saved for later, and how often they use the app. This gives the business all the information it needs to set up notifications to appear at certain times based on user activity. 

For example, if a user saves an item, they can get a notification a few hours later telling them to do something about that item. Another benefit is that the business knows what item the user saved, so if a discount or deal comes up, they can let the customer know right away.

It is important that personalization be a part of the process no matter what kind of app or message is being sent.

benefits of personalization in digital marketing

Content is King

A push notification or email is nothing without its content. Always be sure that your content is inline with the goal of a given notification.If the goal is to inform your customer, then the content should leave them with new information on a topic.  If you want your customer to take action on a notification, then the content should be driven a certain way for them to take action. Similarly, you can use different methods of delivery to push your customer to be on the lookout for specific pieces of content. For example, an email's content which says to be on the lookout for a special discount code that would be sent via a push notification on a given date and time. Without the proper content your customers will be left with an empty message with no meaning. 

Timing is Everything

When it comes to notifications, timing is very important. If you send a notification at the wrong time, your message might not be seen or, even worse, a customer might unsubscribe from your notifications. To figure out the best time to send notifications, you should think about your audience and their habits. For example, if your audience is busy professionals, sending notifications during work hours might not work. Instead, you might want to send notifications outside of work hours.

Utilize A/B Testing

A/B testing is a great way to find out what kind of notification works best for your audience. You can send two versions of a notification to a small group of customers and see which one gets better responses. You can then use that information to make your future notifications better.

One type of push notification can have a discount code, and another type can not have a discount code. By keeping track of the open and engagement rates of each notification, you can see which one works better and use that knowledge to make your next notifications better.

Use a Variety of Notifications

It is important to find the best type of notification for your audience, but it is also important to use a variety of notifications to keep your customers interested. For example, you can use push, email, app, and social media notifications to reach your audience through more than one channel and increase the chances that they will interact with your message.

In this case, if a customer does not open your push notice, they might see your email or social media post instead and interact with your content that way.


Push, email, app, and social media notifications are all great ways for businesses to stay in touch with their customers and keep them interested. Businesses can increase their engagement rates and customer loyalty by personalizing notifications, thinking about timing, using A/B testing, and using a variety of notifications.

Contact Further to take your customer retention strategy to the next level. 

Tyler Smith
Web Developer

For years, Tyler Smith has been helping clients streamline the development of their marketing processes to drive measurable business outcomes. In his role as a Performance Marketing Analyst at Further, Tyler dives deep into client data to develop webpages and increase efficiency in the decision-making process. In his free time, Tyler enjoys checking out the latest tech gadgets or tinkering with mechanical keyboards.

Lauren Mardeusz
Senior Manager, Client Services

Lauren Mardeusz is an accomplished professional with 10 years of experience in client services. Known for her exceptional communication skills and strategic approach, she excels in building strong relationships and delivering top-notch solutions tailored to clients' needs. With a keen eye for detail and a passion for exceeding expectations, Lauren is dedicated to providing unparalleled support and satisfaction in every interaction. In her spare time, she enjoys spending time with family and staying active through Pilates.

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