Why Most Push Notifications Go Unread (and What to Do About It)

U.S. smartphone users get bombarded with an average of 46 app push notifications every single day. And even with 60% of users opting in, only about 4% will actually engage with what you send. Let that sink in for a moment.

Ok, moment over. If you’ve poured hours into creating push campaigns, only to be met with apathy, silence, or uninstalls, we know it’s not for lack of effort. The real issue is many push notifications are rooted in a fundamental misunderstanding of what they’re supposed to be.

Most push notifications fail because they’re built for delivery, not for connection.

Today’s users want to feel understood, and earning that kind of attention requires intentionality, timing, and empathy baked into every message.

Let’s break down the real reasons your push notifications are getting ignored, and what to do about each one.

1. You're treating push like a billboard instead of a conversation

Push notifications are one of the most misunderstood mobile channels, and understandably so. It’s tempting to think that having a direct line to your entire user base means you should use it to maximize exposure. But, when you treat push like a digital billboard, your users do what they do with most ads on the freeway: tune out completely.

Therein lies the problem. Too many push strategies are still built around what you want to say, not what your users want or need to hear at that moment.

A push notification is not a delivery mechanism, but rather a gateway to spark a personalized micro-conversation. That means understanding where the user is in their journey and responding with something timely, relevant, and specific to them.

Behavior-based opportunities convert better because they’re rooted in real context.

Some of the highest-impact behaviors to segment for include:

• First-time actions (app open, item view, search query)
• Abandonment points (carts, forms, onboarding steps)
• Repeat behaviors (frequency of opens, purchases, check-ins)
• Inactivity triggers (win-back opportunities after drop-off)

2. You're not earning the opt-in, you're just asking for it

If your app is still firing off the default system prompt for push permissions within seconds of install, consider this is your intervention. There’s a good chance your new users do not yet know the true value of your app. It’s like inviting yourself in before the door’s even opened... mind your manners!

We live in a world where users are increasingly privacy-conscious and choice-saturated, so trust has become a currency. And trust isn’t earned with a system modal, it’s built through early experiences that feel useful, respectful, and relevant.

Want opt-ins? Show them why it’s worth it.

Instead of immediately asking for permission, show what’s in it for them:

• Will they get real-time powder alerts at the ski resort?
• Exclusive flash sales in their favorite category?
• Game-day odds updates based on their past bets?

This is where soft prompts come in. These are in-app messages that explain the value of enabling push before the system modal appears. Not only does this set expectations, it dramatically improves opt-in rates.

Lead with value, not volume.

Use a soft prompt strategy that frames push notifications as helpful, not spammy. OneSignal makes this easy by letting you trigger soft prompts at the right moments in your app experience, whether it’s after onboarding, a key action, or a moment of delight.

3. Your timing is based on your schedule, not theirs

Unfortunately, a well-crafted push message sent at the wrong time is still a miss. Send it too early, too late, or in the wrong context, and even the most personalized alert becomes an annoyance.

Today’s users expect messages to arrive when they’re most likely to engage, not when it’s most convenient for your team or backend system.

⭐️ Remember: Good timing is invisible. Bad timing is unforgettable.

Rather than batching campaigns at 10am PT because it “works for the team,” you should be asking:

When does this user typically open the app?

Are they in a timezone where it’s 3am right now?

Have they engaged with similar campaigns at a certain time?

These micro-decisions compound into real outcomes, like fewer opt-outs, more taps, and higher conversions.

With OneSignal’s Intelligent Delivery, you can send push notifications when each user is most likely to engage, based on their behavior and activity patterns. You don’t have to guess or default to the team calendar. Let the timing adapt to the user, not the other way around.

4. Your messages are generic, not human

Push alerts like “You have a new message” or “Don’t miss out!” are so vague they’re basically white noise. They don’t tap into curiosity, identity, or relevance… they’re just an attention-grabber for the sake of grabbing attention.

Your users expect personalization, even in the smallest interactions. And yes, that includes push.

Our Mobile Personalization Companion is a perfect detour to take here. Learn how to personalize your mobile messaging for maximum impact, with custom examples for different app categories.

Every push is a chance to sound like a person, rather than a platform (and trust us, your users can tell the difference!)

Instead of defaulting to templated language, your push content should reflect:

• The user’s preferences, actions, or purchases
• A tone that matches your brand voice and user context
• A message that adds value or intrigue, never “just” a reminder

Before you hit “send,” ask: Would I be excited to get this? If the answer’s no, you’re probably not alone.

5. You're over-pushing (or under-pushing)

Too many messages? Users mute or churn. Too few? They forget you exist. The art is in calibrating your cadence so users stay engaged and not overwhelmed or abandoned.

The right push frequency depends on a mix of factors: your app’s use case (is it a daily utility or more of a weekly check-in?), where the user is in their lifecycle, and how recent, relevant, and rewarding your content actually is. Most importantly, cadence isn’t a one-size-fits-all metric—and that’s exactly why testing, message event segmentation, and control matter so much.

A/B test frequency strategies, implement frequency capping, and adjust by segment. And don’t assume that silence is golden. Sometimes a well-timed re-engagement push can save a user from churning.

6. You're ignoring the power of omnichannel reinforcement

Push on its own is powerful, but it’s not omnipotent. Users don’t live in just one channel, so why are your messages?

If your entire engagement strategy hinges on a single push, you’re not maximizing your touchpoints or your conversions. Push is allowed to be the spark, but there is no world where it can be the whole fire!

Combine push with:

• In-app messages to guide users in real time
• Email for longer-form content or receipts
• SMS (or better yet, RCS) for time-sensitive or high-attention alerts
• Live Activities for persistent, glanceable updates

Omnichannel campaigns increase message retention, build familiarity, and create more chances to connect.

With OneSignal’s Journeys, you can automate multi-step, omnichannel messaging flows that adapt to user behavior. Start with a push. Follow up with an email. Nudge with an in-app. And not to bury the lead, but there’s no coding required.

7. You’re not measuring what matters

Let’s be honest: open rates are easy to track, but they don’t tell the full story. Your True North is behavior change, long-term retention, and sustainable revenue growth. Ok, so maybe a True North, True Northwest, and True Northeast. Yet too many teams judge their push success on surface-level metrics and miss the downstream impact entirely.

Instead of just asking “Did they open it?” ask:

Did it drive them back into the app?

Did it convert?

Did it reduce churn or increase lifetime value?

With OneSignal’s event tracking and analytics, you can connect push performance to deeper KPIs, like session depth, purchases, or feature adoption. You can even segment by lifecycle stage to see what works at each point in the user journey.

From ignored to engaged

If your push strategy feels more like a guessing game than a growth engine, it’s time for an upgrade. OneSignal gives you the tools to fix that: intelligent delivery, behavioral triggers, personalization, cross-channel orchestration, and the data to prove it’s working. Stop sending noise. Start sending messages people actually want.