Most times developers and companies measure their app’s success based on the downloads of their app; but most forget that the app only gets profitable if the user actually uses it. The “traffic of the users” on the app is what actually measures its success. You could attract the user to download the app but the question is the user actually using the app after a week, a month or a year. This in the app world is called retention of users.
Keeping the users engaged is one of the most difficult stages; especially in this fast-paced world where similar functionality apps are being introduced in the market with new and better features. This is where customer loyalty comes into play. A loyal customer is the one that will choose your app over your competitors even after a week, a month or a year. The key to gaining a loyal customer could be achieved by gentle “pushing” – in the app world known as a Push Notification.

What Are Push Notifications and How Do They Help?

As most of you must be aware, they are the messages that pop up on your smartphone reminding to use the app or sending you offers and updates.  As a whole, push notifications are effective; they encourage both purchases and user retention. However, these messages become even more effective when they’re expertly crafted and personalized.
It’s worth investing time and effort into building push notifications that users really care about. These ensure the most engagement. Remember, if your push messages aren’t valuable, people will simply opt out; or perhaps they won’t opt in to begin with.
As per Localytics, most app users who have enabled push notifications will use an app for at least 9 sessions, with 46% remaining beyond the unofficial retention point of 11 sessions. However, almost half of users who don’t enable push notifications will abandon an app after just 2 sessions. Also, they discovered that the perception of push notifications has improved over time, with 52% of respondents to a 2018 poll stating that pushes were better than they were several years ago.
Reference Source: http://info.localytics.com/blog/21-percent-of-users-abandon-apps-after-one-use
​
There are 3 essential types of push notifications to inspire loyalty from your users: 

The beauty of the digital age is making the world smaller and making everything available with just a few clicks of the button. Big or small tasks are being completed with the use of Apps or websites. It is believed on an average, people spend at least 4 hours on their phone, daily.
​
Source: https://www.inc.com/melanie-curtin/are-you-on-your-phone-too-much-average-person-spends-this-many-hours-on-it-every-day.html

An app makes it easier for companies to connect with and drum up additional interaction and business from customers. Most businesses have developed or are in the process of developing user friendly apps to ensure maximum customer satisfaction. Consumers today are more demanding due to the digitally changing nature of the market and for any business to survive, they need to address these demands.
​
What are Push Notifications?
A small message, which is sent to a user, when they are not on the application is a push notification. This notification can be sent anytime and anywhere as long as the user has given the app permission to send the same.
After an app is initially downloaded, a user will receive a number of prompt messages to accept and give permission. These permissions vary as they depend on the app and its purpose and most businesses implement user-centric notifications to ensure the customer journey is strategically customized.

​To keep up with the fast-paced digital age, it’s necessary for all mobile app developers to engage their users with their app. While concentrating on rapid growth, it’s also necessary to ensure that your original user base doesn’t diminish. John Koetsier of VentureBeat said “…user engagement is the new user acquisition, arguing that gaining a loyal, long-term customer is much more important than acquiring casual users.”