If you happen to be like 91% of the U.S. population, your mobile phone is somewhere within arm’s reach of you at this very moment. Our phones are always on, always with us and always connected. For this reason marketers have embraced push notifications. Push notifications can be an incredibly effective way to engage and retain app users, but a push messaging strategy can quickly backfire if used inappropriately.
Users don’t want to be alerted to every mundane activity....