Push notifications: when to send so you don't annoy customers
The most common mistakes in push communication — and 4 message templates that reliably work.
Push is a powerful tool — but used badly it leads to mass deletion of your card from wallets. Here's what works and what leads to unsubscribe.
Golden rule: 1–2 messages per month. Max.
It doesn't matter how valuable your offer is — if a customer gets 4 pushes per week from you, they'll delete the card and forget you exist. Each push is a request for the customer's attention. Spend it carefully.
4 templates that convert
1. Close-to-reward (highest CTR)
Sent automatically when a customer has 80%+ stamps. Copy: "2 more visits and coffee's on us ☕". ~34% CTR in our portfolio. This isn't an ad — it's a reminder.
2. Win-back after 14–21 days of absence
The customer hasn't shown up in 21 days, so your push reminds them you exist, ideally with a concrete incentive. Copy: "We miss you 💔 −15% off everything until Friday". ~22% CTR.
3. Birthday
Sent on the customer's birthday with a personalized reward. Copy: "Happy birthday, Anna! Cake of the day on the house — today only". Visit conversion: ~41% — the highest-converting push in the customer lifecycle.
4. Product launch (once every 1–2 months)
Something new on the menu, something seasonal. Short, concrete, clear CTA. Copy: "New pumpkin latte. Drop by 🎃". ~14% CTR.
What not to do
- Push on a Sunday after 8 PM or in the middle of the night — always 10 AM–6 PM on weekdays
- No personalization — use the first name if you have it
- Promos without a deadline ("−10% on everything") — they lose urgency without a clear end
- Spam — if you're hesitating about whether to send, don't
Bottom line: push is not email marketing. Less, better, with a concrete benefit.
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