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How to Optimize Your Web Push Copy for Maximum Engagement

Website push notifications are the new buzz in town.

And they are increasingly gaining attention for obvious reasons:

  1. They are simple to setup and integrate
  2. It doesn’t require any personal details of the user and hence produces great results.
  3. These messages are delivered in real time

It would be safe to say push notifications are on their way to becoming the preferred outreach channel for marketers.

Just in case you have not heard of this blossoming technology, let me give you a quick primer:

Web push notifications are clickable messages which a website sends to its users once they have subscribed. These messages are delivered in real time. This means even if a subscriber is not online at the time you send your message, they will see it as soon as they open their browser.

If you know how mobile push notifications work, then this is similar except for two major differences :

  1. You don’t need to build an app to send notifications to your users.
  2. Web push notifications are accessible on all devices – both desktop and mobiles.

Web push notifications work as a 2- step process:

  1. As soon as a visitor comes on your website he is shown an opt-in box asking him to subscribe for updates from your website.
  2. When the user clicks on Allow, he is added to your subscriber list. Now all you have to do is create a notification and hit “Send”.

Now, that we’ve talked about what web push notifications are and how they work, let’s discuss how to create compelling copies for your web push notifications.

This is one of the most important factors which determines the click through rate of your push notifications.

Web push notifications have character limits for the title and description. This makes it all the more difficult to create a compelling copy.

You need to achieve the right balance between the word count and relevance .

In this post, I’ll help you find that right balance.

Before we begin, you need to remember that the main purpose of creating these copies is to get your subscribers to click. So, whatever you write always ask yourself – if I was a subscriber, why would I click on this?

Let’s get started.

Give a clear answer to the question – WHY?

Can you guess how many marketing messages an average user receives in a single day? 100 emails per day, along with the social media noise, simply put…way too many!

Your push copy is your first interaction with your subscribers. If that isn’t clear enough, there is no incentive for them to click.

You need to give your subscribers a CLEAR reason to click on your notification unless you want your message to end up in the pile “seen, but ignored”.

Also, your copy should prompt the users to take some action. For instance, highlight the benefit that they can get by availing your offer.

Let’s look at a couple of examples:

Notification 1:

Amazon: Sale starts now


Notification 2:

Amazon: 50% limited time off on all cosmetic products


Both notifications have the same intent – informing the users of the sale, but their approach is different.

If you look at the first example, it’s giving you two pieces of information:

  1. There is a sale on Amazon
  2. 50% discount on all cosmetic products.

Whereas, the second example, gives you something extra:

  1. There is a sale on Amazon
  2. 50% discount on all cosmetic products.
  3. This is a limited time sale (so they have added urgency).
  4. This is Amazon’s quarterly sale (it won’t happen again in the next few months).

I think the last two reasons give the user a stronger incentive to click on the notification.
Similarly, your push copy should satisfy the following three conditions: inform, create urgency, prompt call to action, highlight the benefit.

Be Crisp and Concise

The character limit for push copies in various web push software lies between 40-120 characters. Hence, length is important. You need to be concise and enticing at the same time.

To begin with, identify the most important value proposition of your notification. Now, try to put it in a crisp way that tempts the user to click.

One of biggest mistakes that marketers make is writing a summary of the web page you are linking to. Never do that. It’s not engaging to read and your message gets truncated!

Additionally, you can use power verbs to sound more upbeat and increase the engagement of your subscribers.

Notification 1: New game level unlocked


Notification 2: New football level unlocked! Batter up!


The second one sounds far more exciting than the first one.

Also, if you are up for it, add a little humor. If you’re a fitness company, you can work on something like this : Listen to your jeans, instead of your heart!

Create Urgency

Urgency prompts people to act. The idea of losing something triggers a stronger response in our brains than the idea of winning something.

Heard of FOMO, haven’t you? Yes, include that Fear of Missing Out element in your push copy.

I will recommend you apply this principle wherever you can.

Early bird ticket – Discount ends in 10 hours!


The notification above is implying that the booking platform is offering an exclusive discount which will expire in a few hours. If the user registers after 10 hours, they will have to pay a bigger amount. This will drive the users to take action instantly.

Using Social Proof

Social proof is a big psychological trigger when it comes to buying decisions. It goes a long way in augmenting the desirability of a product. Most people have a tendency to follow what others do.
Try to include social proof in your notification. Have a look at the example below:

Eduproof : Live webinar on “How to Crack GMAT in 3 months”


In the notification above, we have added the social proof – 5000 users are already watching it through the live link.

The description makes it evident that the channel is popular and is already endorsed by 5000 people.

Whatever you write in your push notification copy, you just need to make sure that you highlight the benefit your subscribers will get upon clicking. Make it interesting and engaging!

That is about it! Have some extra tips in mind? Tell us in the comments below.

Do you want to build a strong subscriber list fast?

Learn how to leverage the full power of web push notifications.

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Shivangi is the Content Crafter at Notifyfox - a software helping marketers connect and communicate better with their users.  She is a writer by day and an avid reader by night.  When not working, you can usually find her buried deep down in Google SERPs.