Why most apps lose push notification users, and how to keep them

Most apps lose more than half of their opted-in users within a year, usually because of poor timing, generic messaging, or sending too often. The guidance is to ask for notification permission after a user has a meaningful success, such as a saved result or completed order, and to explain the specific benefit first. Each message should give a concrete reason tied to the reader, with one message per send and no fake urgency. Teams are advised to limit sends per user, respect quiet hours, and pause after ignored messages, while tracking opt-out rates rather than open rates. The article argues that sending fewer, more relevant notifications helps retain users.