The Dos and Don’ts of Mobile Push Notifications in 2025

 In 2025, mobile push notifications remain one of the most effective tools for engaging users, increasing retention, and driving conversions. But with increasing app saturation and evolving privacy regulations, the way brands use push notifications must evolve too.

Done right, push notifications can feel like helpful nudges. Done wrong, they feel intrusive, annoying, or even spammy. This guide breaks down the dos and don’ts of mobile push notifications so Shopify brands can use them to truly connect with users—without crossing the line.

1. DO: Personalize Every Notification

Why it matters: Users today expect experiences tailored to them. A generic message will be ignored—or worse, trigger an uninstall.

Example:
Instead of “We’ve got a sale!”
Try: “Anusha, the dress you liked is now 20% off—only for the next 12 hours!”

How to implement it:
Use behavioral data (e.g., browsing history, cart contents, past purchases) to personalize offers. Include the user’s name, product category, or location if relevant.

Also read: The Future of AI In Push Notifications

2. DON’T: Overload Users with Notifications

Why it hurts:
Sending too many messages in a day or week leads to notification fatigue. The result? Users mute or uninstall your app.

Red flag example:

  • 3 sale messages in 24 hours

  • 5 messages without any relevance to user activity

Best practice:
Stick to 2–3 well-timed notifications per week unless it’s time-sensitive (like a flash sale or abandoned cart recovery).

3. DO: Time It Right

Why it matters:
Timing significantly affects open rates. A great message sent at the wrong time is still ignored.

Data-backed insight:
Push notifications sent between 12 PM to 2 PM and 6 PM to 8 PM (in the user’s local time) tend to get the best engagement.

Pro tip:
Use time zone-based delivery and avoid sending late at night or early morning unless the message is extremely urgent.

4. DON’T: Send Without Clear Value

User mindset in 2025:
“If it’s not useful or interesting, I don’t want it on my lock screen.”

Poor example:
“Hey! Check out our new collection.” (No context or urgency)

Better approach:
“Just dropped: Our eco-friendly summer wear. Get early access for 24 hours.”

Make sure every push answers: “Why should the user care right now?”

Also read: The Power Of Push Notifications

5. DO: A/B Test Your Messaging

Why it works:
A small tweak in wording, emoji use, or call-to-action can dramatically impact results.

Example:
Test “Your cart’s waiting for you” vs. “Hurry! Your saved items sell out fast.”

What to measure:

  • Open rate

  • Conversion (e.g., clicks or purchases)

  • Uninstall rate (as a red flag)

6. DON’T: Ignore Opt-In Transparency

With privacy laws tightening in 2025, you must clearly state what users are opting in to receive—and give them control.

Best practice:

  • Let users choose the type of notifications: offers, order updates, product launches, etc.

  • Include an easy opt-out link inside the app or settings

7. DO: Use Rich Media When Relevant

Push notifications in 2025 can include:

  • Product images

  • GIFs or short videos

  • CTA buttons

Use case:
“Tap to try our new AR filter 👗” with a preview thumbnail can drive higher engagement than text alone.

Conclusion: Build Trust Through Relevance

The power of push notifications isn’t in how frequently you send them—it’s in how relevant and timely they feel.

If you treat notifications like a direct conversation with your customer—respecting their time, preferences, and needs—you’ll unlock deeper engagement, stronger retention, and more sales.

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