Notification permission is the only thing in your app a user can take away permanently in two taps. Almost every product spends it too early and too cheaply.
Never ask on first launch
Ask after the user has done something that makes a notification obviously useful. The prompt should feel like an answer to a question they just asked.
Every notification should be about them
- Something they did has finished
- Something they were waiting for arrived
- Something is expiring that they care about
Frequency is a feature
We cap sends per user per day at the platform level, not per campaign. Marketing owns the message; the platform owns the budget.
Watch the opt-out rate, not the open rate
A campaign with a great open rate that costs two percent of your notification permissions permanently is a campaign that lost money.
