Sending push notifications can be a balancing act. On the one hand, you have to engage with your customers. But on the other hand, you don’t want to annoy them so much that they opt out. This has always been a particularly sensitive subject for iOS, but there was a change with the release of iOS 12 in 2018, which saw users automatically opted in for push notifications in what Apple calls an automatic trial period. Now for the bad news: Apple gave users more control over their notification preferences, meaning it is easier to opt out from the Notification Center on the lock screen.
The key is delivering notifications that will resonate with users, demonstrate value, and not cause annoyance (qualities that should be applied to all your mobile marketing efforts). Ultimately, this will help you escape the fate of your push notifications being left unread, or worse, be turned off completely. All provisional notifications from an app will give the user the option to keep notifications or turn them off. If they choose to keep them, they can choose to have them delivered prominently (to the lock screen).This is what your goal should be.
This blueprint will help you achieve that goal, demonstrating how you can add more relevance to your push notifications, by being contextual, sensible about frequency, personal, frictionless, and much more. Find out how by reading the full blueprint.