How to use push notifications without annoying your readers

Push notifications are the Marmite of digital publishing—readers either love them or want to throw their phones into the sea because of them. For magazine and news website publishers, they’re a powerful tool for driving engagement, but only if you play your cards right. Done well, push notifications keep your audience informed and connected; done poorly, they’ll have your readers unsubscribing faster than you can say “ping.” So how do you walk the fine line between useful and irritating? Let’s break it down.

Step 1: Understand the Purpose of Push Notifications

First things first: Why are you using push notifications? If your answer is “because everyone else is doing it,” stop right there.

• Engagement: Notifications can bring readers back to your site for breaking news, trending articles, or special features.
• Retention: Reminders about new content keep your publication top of mind for your audience.
• Conversions: Whether it’s a subscription offer or an event promotion, push notifications can nudge readers to take action.

But remember, they’re not a megaphone for shouting at your audience. Think of them as a polite tap on the shoulder—not a bullhorn.

Step 2: Make It Opt-In (Always)

Nobody likes unsolicited pings. Always ask readers if they want to receive notifications and let them opt-in willingly.

• Clear Prompt: When asking for permission, explain exactly what readers can expect. “Stay updated on breaking news and exclusive features” is better than a vague “Allow notifications?”
• Highlight Benefits: Emphasise how notifications will add value, like delivering the day’s top stories or alerts about content they care about.
• Respect Declines: If someone says no, don’t badger them with repeated prompts. It’s a surefire way to lose goodwill.

Step 3: Segment Your Audience

Not all readers are created equal, and neither should your push notifications be. Segmentation is the secret sauce for relevance.

• Interests: Let readers choose the types of notifications they’re interested in, like politics, entertainment, or sports.
• Location: Target notifications based on geography. A snowstorm alert isn’t relevant to readers in sunny California.
• Behaviour: Use analytics to understand what content individual readers engage with and tailor notifications accordingly.

Step 4: Keep It Short and Sweet

Your readers are busy. Respect their time by crafting concise, punchy notifications that deliver the message in a snap.

• Be Specific: “Breaking: Local election results are in” is far better than “Breaking news update.”
• Use Actionable Language: Start with a verb to drive engagement, like “Read,” “Discover,” or “Explore.”
• Limit Characters: Aim for 50 characters or fewer. Save the long-winded analysis for the article itself.

Step 5: Nail the Timing

Timing is everything. The right notification at the wrong time is still a fail.

• Avoid Early Mornings: Unless it’s breaking news, don’t disturb your readers’ beauty sleep.
• Respect Work Hours: Lunchtime is often a sweet spot for engagement. Avoid pinging readers during meetings or commute chaos.
• Time Zones Matter: If you have an international audience, stagger notifications to suit local schedules.

Step 6: Don’t Overdo It

This might be the golden rule of push notifications: less is more. Nobody wants their device lighting up like a Christmas tree.

• Set a Limit: One or two notifications a day is usually plenty. Any more, and you’re veering into spam territory.
• Space Them Out: Avoid sending multiple notifications in quick succession. Your readers’ patience has limits.
• Quality Over Quantity: If it’s not genuinely valuable, don’t send it. You’re better off holding back than pushing out fluff.

Step 7: Test and Optimise

Even the best push notification strategy benefits from fine-tuning. Treat it as an ongoing experiment.

• A/B Testing: Try different headlines, tones, or timing to see what resonates best with your audience.
• Monitor Metrics: Track open rates, click-through rates, and opt-outs to measure effectiveness.
• Act on Feedback: Pay attention to reader feedback and tweak your strategy accordingly. If subscribers say you’re overdoing it, listen.

Step 8: Make It Easy to Opt-Out

Giving readers an easy way to unsubscribe from notifications is crucial. It’s not just good manners—it’s good business.

• Clear Settings: Include a “Manage Notifications” option in your app or website’s settings menu.
• Friendly Reminder: Occasionally remind users they can adjust their preferences. It shows you care about their experience.
• Respect Their Choice: If someone opts out, let them go gracefully. No passive-aggressive messages, please.

Final Thoughts

Push notifications can be a game-changer for magazine and news website publishers, but only if you use them wisely. When done right, they keep your audience engaged, informed, and coming back for more. When done wrong, they’re just another annoyance in an already noisy world. So, approach them with care, sprinkle in some creativity, and always keep your readers’ preferences front and centre. Because a happy reader is a loyal reader—and isn’t that what we’re all here for?