Push notifications are big business. Apple has sent over 7.4 trillion push notifications since the launch of iCloud in 2011, and research has found 84% of millennials respond to retailers’ push notifications. In fact, Facebook has even create an app specifically devoted to notifications, and the New York Times has an 11-person team dedicated to push notifications.
It’s easy to see why people like push notifications. They’re controlled by the user (they can turn them or of), there’s a deep link to the application so you don’t have to go searching through it, and it’s not limited by characters like other messages. In addition, push notifications aren’t highly regulated (for better or worse) and don’t cost anything to receive them.
But while there’s nothing quite like the thrill of receiving a new notification, push notifications aren’t always the best way to engage with customers. In fact, some consumers are turning them off.