Mastering Push Notification Frequency Caps
Push notifications can be one of the most effective channels for driving engagement, retention, and timely action. They are direct, visible, and often delivered to a user’s most personal device. Yet the same qualities that make them powerful also make them risky. Without careful frequency control, notifications can quickly shift from helpful to intrusive, leading to opt-outs, app uninstalls, and long-term damage to customer trust.