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Web Push Notifications for Brands: Beginner Guide

Learn how to leverage web push notifications for your business and understand the benefits of implementing this marketing feature into your business notification strategy.

Digital marketers and small business owners know they must find new ways to get their products and services in front of customers. But, of course, they want to do this in a way that keeps customers interested and engaged without spending too much of their marketing budget.

Digital ads, social media marketing, search engine optimization (SEO), and push notifications are all ways marketers and small business owners can attract more customers and drive conversions.

A push notification, also known as a browser push notification, can increase clickthrough and engagement rates to attract more customers, increase trust, and target customers based on actions they've already taken on your website, such as reading a blog page about a specific topic.

Web push notifications are sent to a desktop or mobile device, allowing businesses to market directly to individuals using their devices. But what exactly are browser push notifications, and how do they work? Let's take a look.

What is a web push notification?

Web push notifications are messages that appear on a user's desktop or mobile device through a browser. Web push notifications are delivered to users even when they're not on the business' app or website, allowing you to deliver timely content that brings customers back to your site to convert into paying customers.

What is the difference between web and app push notifications?

There are two types of push notifications: app and web push notifications. Businesses can send push messages if they have a website with the proper code installed; you do not need an app to use push notifications. Meanwhile, app push notifications require a code on the app.

The most significant difference between website push notifications and app push notifications is that app push notifications can use the device's features, including the camera, GPS, and contacts. In contrast, web push notifications don't allow businesses to access the content or features on a desktop or mobile device.

In addition, web push notifications can be delivered on mobile devices or desktops, while app push notifications are limited to tablets and smartphones where the apps are installed.

How can web push notifications benefit your website?

Browser push notifications can help you target individuals interested in your content, products, and services. Since users have to opt-in to these notifications, you won't accidentally market to individuals not interested in your business offerings.

Instead, individuals only opt in when they want to get these notifications, so your web push notifications will only target users who have shown an interest in your brand. For this reason, push notifications are similar to email marketing.

However, push notifications can target users whenever they're on their mobile devices or desktops instead of requiring a user to check their email. Benefits of web push notifications include:

Ease of use

Using web push notifications is easy, especially if you work with a web push notification service provider who can create your account and give you a tour of the software. Push notification software works similarly to email marketing software, allowing you to set up campaigns and determine what content you want to share with your audience.

User engagement

Similar to email marketing, push notifications allow businesses to segment and personalize their messages depending on users' location, gender, or content they've previously viewed, such as blogs and product landing pages.

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You can create automated messages with campaign templates to send alerts to individuals based on several factors that can help you create more personalized messages to increase engagement and conversions.

Content distribution

Users don't have to be on their devices to send web push notifications to them. Instead, they can check their mobile device or desktop and see the notifications waiting for them.

Offline notifications allow you to reach customers whenever they have the time to view your content instead of asking that they take immediate action, which can increase pageviews and conversions.

User retention

As you may already know, based on your acquisition costs, retaining current customers is more cost-effective than finding new ones.

Web push notifications can improve user retention by sending targeted messages based on customer data collected through your website. Even onboarding new subscribers with push notifications can increase user retention by showing customers you care.

How do web push notifications work?

Web push notifications work similarly to email; Someone must opt in to receive your messages and have the option to opt-out whenever they want. Push notifications are permission-based, so your customers must understand what they agree to. When a user visits your website, they'll receive a message to opt-in that comes directly from their browser, also known as a prompt.

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Once you've set up your push notification campaign, you can begin sending them out to customers through your web push notification software that allows you to deliver notifications to browsers based on set criteria.

Then, users begin receiving browser push notifications once your campaign is published. It's just that simple.

The anatomy of a web push notification

Every browser works differently, so how your web push notifications are displayed will vary depending on the browser and operating system (OS).

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Still, push notifications have the same anatomy, consisting of the following features:

Title: The notification title is simply what you want to be displayed on the notification. It can be anything like your company name or a customer's first name to grab their attention.

Message: The content, also known as the body, is the main text of your push notification. The character count allotted varies depending on the browser, so it's typically best to keep it short.

Link to Website: The notification URL is the domain that sends the web notification; it should be your business website to help users understand where the notification is coming from.

Logo: The browser icon is the logo of the browser sending the notification. It cannot be removed or altered in any way.

Of course, you should understand how each browser's push notification appearance varies depending on the browser. With push notification software, you can build campaigns for each browser and appearance to ensure the best experience for your audience.

It's also important to ensure a browser can support web push notifications because not all do. However, luckily, most browsers allow subscribers to receive web push notifications.

How to set up web push notifications on your website

With the right software, any business can easily add web push notifications to its website. The steps for setting up web push notifications on your website are as follows:

  1. Find a service provider: Look for a push messaging provider that offers an easy-to-use dashboard and several features that allow you to segment and organize your audience.
  2. Choose a plan: Once you find a service provider, choose a plan based on how many subscribers you think you'll get. You can pay monthly to help you save on your marketing budget until you have enough subscribers to justify the annual subscription.
  3. Add push notifications to your website URL: All web push notification service providers offer multiple ways to add push notifications to your website based on the type of website you have to easily implement code without needing a website developer.
  4. Manage subscribers: As soon as your website integration has been verified, you can begin getting subscriptions and can edit the permission prompt and button text.
  5. Send web push notifications: When you have subscribers, you can send out your first campaign.

Types of messages brands can send with website push notifications

Web push notifications are easily customizable messages you can send subscribers based on their behavior, page views, and geographic information. A few types of notifications you can send include:


Commercial web push notifications allow you to keep customers updated on their transactions and promote new offers and deals. Commercial web push notifications aim to keep customers engaged to convert them into paying customers.


Educational web push notifications typically send users to blogs or informational pages on your website to help them learn more about your brand, business, products, services, and industry. Educational push notifications don't aim to convert; instead, they can help you build trust by informing customers of new informative content on your website.


Lifecycle web push notifications allow you to personalize your messages based on where your customers are in the buyer's journey. You can segment customers based on actions they've taken on your website to help lead them down the marketing funnel until they convert into paying customers.

For example, if someone recently viewed a product page, you can send them a push notification about sales on the product or information about the product to keep them moving forward in the customer journey.

Always link push messages to your website

Website push notifications allow you to reach the right people at the right time to build trust, increase engagement, and boost conversions. First, however, you need a quality website and marketing strategy to attract customers and convince them to subscribe.

Mailchimp's website builder makes it easy for you to design a business website and begin marketing your products and services to customers with various tools that integrate with your website and email marketing program. Try Mailchimp today to start automating your marketing strategy.

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