How to Increase Push Notifications CTR [with Benchmarks 2025]

CTR is one of the key indicators of push notifications effectiveness, and its improvement is a challenge #1 for many marketers. Pushwoosh answers your most burning questions.

What’s the difference between push notification CTR and push notification open rates?

The open rate and CTR are generally the same for push notifications.

Since push notifications typically require user interaction (like tapping or swiping) to view or dismiss the full content, opening a push notification is synonymous with clicking on it. Therefore, the percentage of push notifications "opened" is the same as the percentage "clicked."

In contrast, email marketing distinguishes between open rates and CTRs. The open rate for emails measures how many emails were opened (often tracked by a hidden pixel), while the CTR measures how many recipients clicked on a link within the email. An email can be opened without a link being clicked, making these two metrics distinct.

How to calculate push notifications CTR

Pushwoosh calculates push notification click-through rates by dividing the number of users who opened the notification by the total number of recipients—those who have enabled push alerts—then multiplying by 100% to express it as a percentage. This method provides a clearer view of push notification performance by focusing on those who can actually receive messages.

Some providers calculate this rate differently by using the total number of notifications sent instead of recipients, which dilutes the metric with users who have opted out.

Industry benchmarks: compare your push notification CTR against the medians

Here are the median push notifications click-through rates Pushwoosh has identified for various industries:

⭐ While industry benchmarks provide a helpful baseline, you need to look beyond the numbers and consider all factors contributing to message engagement.

Six factors that influence your push notifications CTR

1️⃣Industry

The task your audience is trying to solve with your app impacts your push notification CTR because relevance, urgency, and importance naturally drive engagement. 

1. Flash sales, cart reminders, and discount alerts capture the attention of e-commerce app users because they create a sense of urgency and scarcity, motivating users to act quickly to avoid missing out on a deal. 
2. Real-time tracking and order updates keep users engaged, while personalized discounts drive even more clicks for delivery apps.
3. Security alerts and transaction updates, such as suspicious login attempts, demand immediate attention, leading to consistently high CTRs for finance apps.
4. Timed events, exclusive rewards, and personalized recommendations within gaming apps create urgency, tempting users to tap on push notifications.
5. Breaking news and personalized content can maintain strong engagement for news and media apps. Our recent research showed that phrasing push notifications as questions in media apps may lead to a 1.3 times higher open rate.

2️⃣Time & day

If you need to send a time-sensitive push notification—like news and media apps often do—high-speed push delivery has your back. If your goal is to send frequent push notifications without tanking your CTR, here are four key strategies to keep engagement high:

• Craft engaging push titles and subtitles that pose intriguing questions.
• Utilize more detailed audience segmentation to better tailor notifications.
• Deliver localized news to engage users in their specific areas.
• Target notifications based on user preferences and content consumption history.

These improvements can increase push notifications' CTR by 40% to 50%, as Pushwoosh clients’ experience shows.

If you’re not racing against the clock and aim to maximize both CTR and revenue (ARPU & CLV), you can schedule push notifications for days with the highest engagement. For instance, our data shows that e-commerceand gaming apps get the highest CTRs on Mondays:

Want to take it a step further? Use Pushwoosh’s Best time to send feature to fine-tune delivery for even higher CTRs—because sometimes, a few minutes make all the difference.

3️⃣Users’ OS platform

When looking at how push notifications perform, consider users’ mobile OS, too. Android users still have higher opt-in rates and CTRs than iOS users even though now both iOS and Android users have to opt in to receive push notifications.

Key differences between iOS and Android push notifications that impact CTR

Feature Category	iOS	Android
Lock screen notification visibility	Notifications appear on the lock screen only if the user has enabled this feature for the app.  Once the device is unlocked, notifications are cleared from the lock screen but remain accessible in the Notification Center. Impact on CTR: Negative—notifications may be missed, lowering CTR.	Notifications appear on the lock screen by default. They remain visible until the user dismisses or interacts with them. Impact on CTR: Positive—increased likelihood of interaction, potentially increasing CTR.
Push notification grouping	Notifications are automatically grouped by count, stack, or list, with options for scheduling and summaries. Impact on CTR: Negative—If users dismiss a grouped notification or enable strict notification settings, push messages may go unnoticed.	Notifications are automatically grouped by app and displayed in either a brief or detailed style, allowing users to expand or manage groups as needed. Impact on CTR: Positive—less restrictive notification settings and more flexibility in expanding notification bundles, potentially leading to higher engagement with push notifications.

Android developments in 2025: Live Updates and push CTR

Android 16 Beta introduces Live Updates displayed on the lock screen for ride-sharing, food delivery, and navigation apps. Think of it as Android’s answer to iOS’s Live Activities supported by Pushwoosh for over two years.

How it impacts push CTR:

Immediate engagement for time-sensitive apps: Users can stay updated without unlocking their phones. This could significantly enhance interaction for services delivering critical communications.

Future potential: If adopted by other categories, Live Updates may boost engagement for e-commerce (imagine real-time order tracking) and media apps (like live sports updates!).

Don’t miss out on this feature, especially if your Android app relies on sending time-sensitive information and real-time interaction.

4️⃣Average app engagement

The more frequently users engage with your app, the more likely they are to interact with your push notifications. Think of news apps: users check them multiple times a week or even daily, which naturally leads to higher push CTRs.

But what if your app is used occasionally or only during certain seasons—like a travel app?

• Time notifications to match the natural app usage rhythm. For example, send travel deals a few months before popular vacation seasons.
• Let users decide when they want to hear from you. Giving them control over notification timing makes them more receptive and less likely to hit the opt-out button.
• Target specific user segments and respond to their behavior with triggered push notifications.

5️⃣User segmentation

Boost push notification CTR by targeting specific user groups based on reachability, behavior, and subscription status.

⚡Reachability-based segmentation helps you identify users who can and cannot receive push notifications, allowing you to re-engage unreachable users through other channels, such as email:

⚡ Behavior-based segmentation focuses on users based on how they interact with the app. For example, if a dedicated user hasn't opened the game app for a while and might break their streak, a friendly reminder could encourage them to jump back in.

⚡ Subscription-based segmentation tailors notifications to user preferences. Wetter.com, for example, automates weather forecast updates based on individual interests, increasing relevance and engagement.

You can define all these segments using Pushwoosh’s flexible segment builder. For example, an e-commerce app could create a segment for users who recently bought trenchcoats and may want to purchase jeans next.

6️⃣Push content

Segmentation delivers every message like a personalized invitation, but it’s the push content that seals the deal.

Ask yourself, "Does my message pack a punch? Is it funny, urgent, or simply irresistible?" If the answer is yes, you're on the right track.

Next, elevate your notifications by customizing every detail—titles, subtitles, icons, and sounds—transforming them from ordinary alerts into valuable insights that users genuinely crave.

Case studies: Proven strategies to skyrocket your push notification CTR

Here are some inspiring real-world examples from the top apps that boosted their push notification CTR with thoughtful strategies

1. Beach Bum Games tripled push CTR with emojis & sounds 

Incorporating emojis into push notifications has proven to significantly enhance user engagement. For instance, Beach Bum Games utilized emojis like 🎲 and 🏆 in their backgammon app notifications, achieving an impressive 8–12% push CTR. Emojis made the messages more appealing and effectively conveyed the excitement of the game, prompting more users to interact.

Additionally, Beach Bum Games found that combining emojis with custom notification sounds further amplified user engagement. By implementing a unique "Dice Roll" sound alongside their emoji-enhanced notifications, they observed CTRs three times higher than those achieved with default sounds. This combination of auditory and visual stimuli captured users' attention more effectively, leading to increased interaction with the app. 

💡Use an emoji as a punctuation mark

💡Place emojis before or after a sentence

💡Replace a word with an emoji.

Read our recent study that proves these recommendations.

2. HungryNaki increased engagement through rich media push notifications

HungryNaki, Bangladesh's first food delivery service, revamped its push notification strategy using rich media. With Pushwoosh, they sent visually appealing rich notifications featuring high-quality images of food and attractive promotional offers. 

This approach caught users' attention, encouraging them to order from different cuisines and restaurants. As a result, HungryNaki increased user engagement, leading to higher order volumes and AOV.

3. Bantoa achieved a staggering 91.9% push CTR with personalized content

Personalized push notifications have emerged as a game-changer for boosting push CTRs. Take Bantoa: a fashion social e-commerce platform tailored notifications to fit individual user preferences and achieved an unbeatable 91.9% CTR. 

How did they do it? Bantoa delved deep into users’ favorite clothing styles, colors, and patterns, crafting targeted messages that showcased outfits perfectly aligned with their interests. This thoughtful approach heightened user engagement and significantly improved retention rates, with a remarkable 37% increase in 30-day user retention. 

💡 Pro-tip from Bantoa: “To increase retention, we try to send the user notifications that allow them to view products similar to the last ones visited.”

Interested in personalizing your push notifications? Schedule a free product tour and see what you can do with Pushwoosh!

4. SPORT1 saw an 8% CTR with targeted, segmented push notifications

SPORT1 nailed it by delivering highly personalized push notifications tailored to fans' favorite teams and sports. By offering targeted content like live match updates and breaking news, they boosted their push open rates to an impressive 8%—well above the industry average! 

The 🔑? This smart strategy drove app opens to 5 million per month by tailoring content to individual interests, giving fans an irresistible reason to return.

5. A gaming app boosted push CTR by 51.7% just by sending messages at the best time

Our ‘Best time to send’ feature uses a smart algorithm that delivers push notifications at a peak engagement time, personalized for each recipient..

A gaming app put this feature to the test by sending the same message to two equal user groups:

💎 “Valuable FREE items are waiting for you. Tap here!” 💎

When sent at the best time, the push gained a 3.08% CTR; when sent at a non-personalized schedule, its CTR only reached 2.03%. 

That shows a 51.7% increase in opens—just by sending at the right time!

6.  A fitness app boosted CTR by 74% with urgent push messages

A/B testing helps to determine the best-performing combinations of push notification elements. You can experiment with:

1️⃣ Message copy

2️⃣ Audience segments

3️⃣ Send time

4️⃣ Geolocation

5️⃣ Language

6️⃣ Entire branch flows

Pushwoosh Customer Journey Builder makes running A/B/n tests effortless with its intuitive automation tools.

Our customer, a fitness app, targeted its least active users with two push notification variations:

1. Encouraging choice:

2. Creating a sense of urgency:

The urgency-driven message outperformed the choice-driven copy by 74%!

The best part? Pushwoosh can automatically determine the winning A/B/n split variant with statistical significance. Once the test concludes, you can set it to ensure that only the winning variant is shown to all users, streamlining your process for optimal results.

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Enhance your push notification campaigns with these tools and strategies for optimal results.