Start with the standard: be useful, be quick, be expected
People evaluate notifications in seconds. The question isn’t “Is this clever?” It’s “Is this relevant right now?”
- Useful: the message helps the user do something they already care about.
- Quick: it’s understandable in a glance, with a clear next step.
- Expected: it matches the context and permission the user granted.
A checklist for better push notifications
1) Target by intent, not just by list membership
Segment by behavior and commitment. A saved event or scheduled reminder is a stronger signal than an open or a pageview. Calendar saves can be that intent signal.
Related: What is calendar marketing?
2) Control timing to match the decision window
Notifications should arrive when action is possible. Align timing to the user’s time zone, typical activity pattern, and the deadline that matters.
3) Treat frequency as a product decision
Over-notifying is the fastest route to opt-outs. If a message doesn’t change behavior, remove it. Use fewer, higher-quality reminders with clearer utility.
4) Write for a glance
Put the benefit first. Keep the message specific, then provide one obvious action. Avoid vague phrasing and generic urgency.
5) Measure outcomes, not just sends
Track the behaviors you actually care about—registrations, attendance, purchases, clicks—then optimize by segment and timing.
Why calendars improve push notification performance
Calendar-based reminders are anchored to a real time the user chose to save. That opt-in reduces irrelevance and increases the chance the reminder arrives in the right context.
- Higher intent: the user saved the moment
- Better timing: reminders align to the scheduled event or deadline
- Cross-device visibility: calendars travel with the user