28 March 2026 · 4 min read
Ask at the right moment
Requesting permission on first launch, before any value has been delivered, produces the worst acceptance rates. Ask after a moment where a notification would obviously help.
Explain what the notification will be about before triggering the system prompt. You only get one.
Segment and cap
Broadcast sends to the entire base train users to ignore you. Segment by behaviour, and cap frequency per user per week.
Track opt-out rate per campaign type. One campaign is usually responsible for most of the damage.
Deep link correctly
A notification that opens the home screen instead of the relevant content wastes the tap and erodes trust.
Every notification should land on the exact screen it referenced, including for a cold start.
Where to go from here
If you are weighing notification strategy for an upcoming project, the useful next step is usually a short scoping conversation rather than a longer article. Bring your constraints — budget, timeline, existing systems, and the team you already have — and the decision usually resolves itself in an hour.
We run these as a fixed-scope discovery session with a written recommendation at the end, including the cases where our advice is that you do not need us.
Working on something like this?
Send us the brief. We will tell you what we would build, what we would cut, and roughly what it costs.
Talk to us