1 · Why They Matter
| Benefit | Details |
|---|---|
| Retention boost | Targeted pushes can 2–3× day‑7 retention. |
| Free visibility | ≥ 15 % open rate unlocks a persistent badge on your app icon. |
| Strict standards | < 10 % open = delivery paused for 7 days—quality is non‑negotiable. |
2 · Quality Thresholds
| Open‑Rate (7‑day) | Platform Action | Your Next Step |
|---|---|---|
| < 10% | Paused for 1 week | Audit triggers & copy immediately |
| 10%+ | Badge displayed | Maintain & iterate |
| 25%+ | “Excellent” tier | Scale what works, test new ideas |
3 · Core Principles
- Trigger‑based > Broadcasts – React to user actions (wins, risks) instead of fixed schedules.
- Personalize – Use
${username}placeholder to personalize notifications with usernames. - Copy rules – ≤ 30‑char title, 1–2 emojis, clear value + curiosity gap.
4 · Trigger Library
| Trigger | Why It Works | Sample Title |
|---|---|---|
| Achievement | Users love quick wins | 🎉 Level 2 unlocked! |
| Streak Risk | Loss aversion | 🔥 Keep your 5‑day streak alive |
| Social | FOMO / competition | 👀 Maya just beat your score |
| Limited‑time | Urgency | ⏰ Double rewards end in 2 h |
| Re‑engage | Gentle nudge | 🚀 Welcome back bonus ready |
5 · Frequency & Control
- Start at ≤ 1 push/day; add more only if retention rises.
- Present a clear opt‑out path; trust drives long‑term engagement.
6 · Copy Cheatsheet
- Lead with benefit: “Earn 50 coins” beats “Check the app”.
- Curiosity: “Something new awaits …”.
- Concrete numbers: “30 s left” > “Hurry up”.
- Avoid vague, generic, or feature‑only blasts.
7 · Test & Improve
| Variable | What to Try |
|---|---|
| Emoji | 🔥 vs ⚡ |
| Timing | Instant vs +2 h |
| CTA | ”Claim” vs “Open now” |
| Content length | Short vs rich preview |
8 · Integrations
- Gamification – Push on badge earned, streak day, leaderboard change.
- Virality – Notify referrer when invitee signs up or hits milestones.
- Core value – Release drops, new content, feature unlocks.
9 · Home‑Screen Badge
10 · Implementation Checklist
- Ask permission after first value delivered
- Use
${username}in every push - Include
mini_app_pathdeep link - Limit to ≤ 1 notification/day at launch
- Monitor 7‑day open rate weekly
- A/B test copy monthly
- Iterate triggers; retire low performers