Retention fails when messaging ignores context
Push notifications can improve retention, but generic blasts quickly train users to mute or uninstall.
Effective push strategy
- trigger by user behavior, not calendar only
- cap frequency by segment
- personalize by recent activity
- always provide clear value in first line
Segments that matter
- new users (activation support)
- dormant users (re-engagement)
- active loyal users (feature depth)
Each segment needs different timing and copy.
Guardrails
- no night-time push by local timezone
- one-click preference center
- unsubscribe respect across all campaigns
Conclusion
Sustainable retention comes from useful, timely, and respectful communication.
