sales-push-notification
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ChineseMobile & Web Push Notifications
移动&网页推送通知
Help the user with push notification strategy — from opt-in optimization and message design through segmentation, timing, frequency capping, and analytics. This skill is tool-agnostic but includes platform-specific guidance for Braze, OneSignal, Airship, Firebase/FCM, Customer.io, Klaviyo, Iterable, and MoEngage.
为用户提供推送通知策略相关帮助——覆盖从订阅许可优化、消息设计到用户分群、发送时机、频控设置和数据分析的全流程。本skill不绑定特定工具，但包含Braze、OneSignal、Airship、Firebase/FCM、Customer.io、Klaviyo、Iterable和MoEngage等平台的专属指导。
Step 1 — Gather context
步骤1——收集上下文信息
Ask the user:
-
What do you need help with?
- A) Strategy — planning a push notification program from scratch
- B) Opt-in optimization — increasing push permission acceptance rates
- C) Message design — content, rich push, action buttons, deep links
- D) Segmentation — targeting the right users for push
- E) Timing & frequency — when and how often to send
- F) A/B testing — testing push variants
- G) Analytics — measuring push effectiveness
- H) Tool selection — choosing a push notification platform
- I) Technical setup — SDK integration, certificates, FCM keys
- J) Something else — describe it
-
What platforms do you target?
- A) iOS (iPhone/iPad)
- B) Android
- C) Web (browser push)
- D) iOS + Android
- E) All (iOS + Android + Web)
-
What tool are you using (or considering)?
- A) Braze
- B) OneSignal
- C) Airship (Urban Airship)
- D) Firebase Cloud Messaging (FCM) directly
- E) Customer.io
- F) Klaviyo
- G) Iterable
- H) MoEngage
- I) Not decided yet
- J) Other
If the user's request already provides most of this context, skip directly to the relevant step. Lead with your best-effort answer using reasonable assumptions (stated explicitly), then ask only the most critical 1-2 clarifying questions at the end.
询问用户以下问题：
-
你需要哪方面的帮助？
- A) 策略制定——从零规划推送通知项目
- B) 订阅许可优化——提升推送权限同意率
- C) 消息设计——内容、富媒体推送、操作按钮、深度链接
- D) 用户分群——为推送精准匹配目标用户
- E) 时机与频率——推送的发送时间和频次
- F) A/B测试——测试不同推送版本的效果
- G) 数据分析——衡量推送的有效性
- H) 工具选型——选择推送通知平台
- I) 技术搭建——SDK集成、证书配置、FCM密钥配置
- J) 其他——请描述具体需求
-
你面向哪些平台推送？
- A) iOS（iPhone/iPad）
- B) Android
- C) Web（浏览器推送）
- D) iOS + Android
- E) 全平台（iOS + Android + Web）
-
你正在使用（或考虑使用）哪款工具？
- A) Braze
- B) OneSignal
- C) Airship（Urban Airship）
- D) 直接使用Firebase Cloud Messaging（FCM）
- E) Customer.io
- F) Klaviyo
- G) Iterable
- H) MoEngage
- I) 尚未确定
- J) 其他工具
如果用户的需求已经提供了大部分上下文信息，可以直接跳转到对应的步骤。 优先基于合理假设（需明确说明假设内容）给出你能提供的最优答案，最后仅提出1-2个最关键的澄清问题即可。
Step 2 — Strategy and approach
步骤2——策略与落地方法
When push notifications work best
推送通知的最高效适用场景
Push is highest-value for:
- Time-sensitive actions — flash sales, expiring offers, appointment reminders
- Transactional updates — order shipped, delivery arriving, payment received
- Re-engagement — dormant users, abandoned cart, feature they haven't tried
- Social triggers — someone liked/commented/messaged them
- Personalized content — recommendations, score updates, content they follow
Push is lowest-value (and most likely to cause unsubscribes) for:
- Generic promotional blasts with no personalization
- Sending too frequently (more than 1-2 per day for most apps)
- Content that could wait for email or in-app
推送的价值最高的场景包括：
- 时效性强的操作引导——限时闪购、优惠即将到期、预约提醒
- 交易类动态通知——订单已发货、快递即将送达、付款成功
- 用户召回——沉睡用户唤醒、购物车遗弃提醒、未使用的功能引导
- 社交类触发通知——用户收到点赞/评论/消息
- 个性化内容通知——推荐内容、比分更新、用户关注的内容更新
推送价值最低（且最容易导致用户退订）的场景包括：
- 无任何个性化的通用推广群发
- 发送频率过高（大多数应用每天发送超过1-2条）
- 可以通过邮件或应用内消息告知的非紧急内容
Push opt-in strategy
推送订阅许可策略
iOS requires explicit user permission for push. Android auto-enables but users can disable. Web requires permission prompt.
The push primer pattern (critical for iOS):
- Don't show the OS permission prompt immediately on first launch
- First, show a custom in-app message explaining the value ("Get notified when your order ships")
- If user taps "Enable" on your custom prompt → show the OS prompt
- If user taps "Not now" → don't show OS prompt, try again later
- This avoids permanent "denied" status from premature OS prompts
Opt-in rate benchmarks:
- With push primer: 50-70% opt-in
- Without primer (OS prompt on first launch): 30-40% opt-in
- Web push: 5-15% opt-in (browser prompts are lower than native)
iOS要求用户明确授权才能接收推送。Android默认开启推送但用户可以手动关闭。网页推送需要用户同意弹窗授权。
推送预引导流程（对iOS尤为关键）：
- 不要在应用首次启动时直接弹出系统权限申请弹窗
- 先展示自定义的应用内消息，说明推送的价值（例如“订单发货时第一时间通知你”）
- 如果用户点击自定义弹窗上的“开启”→再弹出系统权限申请弹窗
- 如果用户点击“稍后再说”→不弹出系统弹窗，后续再择机尝试
- 该流程可以避免用户过早拒绝系统弹窗导致永远无法再申请权限的问题
订阅许可率基准：
- 有预引导流程：50-70%的许可率
- 无预引导流程（首次启动直接弹系统弹窗）：30-40%的许可率
- 网页推送：5-15%的许可率（浏览器弹窗的许可率低于原生应用）
Message design principles
消息设计原则
- Keep it short — 40-50 characters for the title, 100-120 for the body (iOS truncates beyond this)
- Lead with value — what does the user get? Not what you want them to do.
- Personalize — use name, last action, product interest. Generic = ignored.
- Create urgency (sparingly) — "Ends in 2 hours" works, but don't manufacture false urgency
- Rich push — images, GIFs, and action buttons increase engagement 20-40%
- Deep link — always deep link to the relevant screen, never just open the app home
- 保持简洁——标题控制在40-50字符，正文控制在100-120字符（超出部分iOS会自动截断）
- 价值前置——优先说明用户能获得什么，而不是你希望用户做什么
- 个性化——使用用户名、用户最近操作、感兴趣的产品相关信息，通用内容很容易被忽略
- 适当营造紧迫感——“2小时后结束”的表述效果很好，但不要制造虚假紧迫感
- 使用富媒体推送——图片、GIF、操作按钮可以提升20-40%的参与度
- 配置深度链接——所有推送都要跳转到对应的内容页面，不要只打开应用首页
Frequency and timing
频率与时机设置
Frequency guidelines:
- Transactional: No limit — users expect these (order updates, etc.)
- Promotional: 2-5 per week for engaged users, 1-2 per week for casual users
- Maximum: More than 1-2 per day drives unsubscribes for most app categories
- Use frequency capping: Most tools let you cap per user per day/week
Timing optimization:
- Intelligent timing (Braze, Iterable, OneSignal): ML-based per-user optimal send time
- Manual defaults: 10am-1pm and 6-9pm local time for most consumer apps. Avoid late night (10pm-7am).
- Quiet hours: Always respect quiet hours — never wake users up
频率设置指引：
- 交易类通知：无频率限制——用户对这类通知有预期（订单更新等）
- 推广类通知：活跃用户每周2-5条，普通用户每周1-2条
- 上限要求：大多数应用品类每天发送超过1-2条就会导致用户退订
- 使用频控功能：大部分工具都支持按用户设置每日/每周的发送上限
时机优化：
- 智能发送时机（Braze、Iterable、OneSignal）：基于机器学习的单用户最优发送时间
- 手动默认值：大多数C端应用的最优发送时段为当地时间上午10点-下午1点、晚上6点-9点。避免深夜（晚10点-早7点）发送
- 静默时段：始终遵守静默时段规则——不要吵醒用户
Push notification types
推送通知类型
| Type | Example | Frequency | Priority |
|---|---|---|---|
| Transactional | "Your order shipped" | As needed | High |
| Social | "Alex commented on your post" | Real-time | High |
| Reminder | "Your appointment is in 1 hour" | Scheduled | High |
| Re-engagement | "You left items in your cart" | 1-2x per event | Medium |
| Promotional | "Flash sale: 30% off today only" | 2-5x per week | Low |
| Content | "New episode from a show you follow" | As published | Medium |
| 类型 | 示例 | 发送频率 | 优先级 |
|---|---|---|---|
| 交易类 | "你的订单已发货" | 按需发送 | 高 |
| 社交类 | "Alex评论了你的帖子" | 实时发送 | 高 |
| 提醒类 | "你的预约还有1小时开始" | 定时发送 | 高 |
| 召回类 | "你的购物车里还有未结算的商品" | 每个触发事件发送1-2次 | 中 |
| 推广类 | "闪购：今日下单立减30%" | 每周2-5次 | 低 |
| 内容类 | "你关注的节目更新了新一集" | 内容发布时发送 | 中 |
Step 3 — Platform-specific guidance
步骤3——平台专属指导
In Braze
Braze平台
- Channels: iOS (APNs), Android (FCM), Web Push, Kindle, Huawei
- Rich push: Images, GIFs, action buttons, custom sounds, push stories (multi-page carousel)
- Push primer: Built-in in-app message templates for push permission priming
- Silent push: Background data sync without visible notification
- Canvas integration: Push as steps in multi-step journeys with branching
- Intelligent Timing: ML-based per-user optimal send time
- Frequency capping: Global and per-campaign frequency limits
- TTL and priority: Configurable time-to-live and delivery priority
- Segmentation: Real-time behavioral segments, predictive (BrazeAI churn/purchase likelihood)
- A/B testing: Multivariate up to 8 variants, Intelligent Selection for auto-optimization
- Analytics: Sends, deliveries, opens, influenced opens, direct opens, bounces
- Strength: Best for enterprise-scale cross-channel orchestration where push is one channel in a Canvas journey alongside email, in-app, SMS, and Content Cards.
- Platform skill:
/sales-braze
- 支持渠道：iOS（APNs）、Android（FCM）、Web推送、Kindle、华为
- 富媒体推送：图片、GIF、操作按钮、自定义音效、推送故事（多页轮播）
- 推送预引导：内置的应用内消息模板，用于推送权限预引导
- 静默推送：后台数据同步，不会展示可见通知
- Canvas集成：推送可作为多流程旅程的节点，与邮件、应用内消息、短信、内容卡片联动，支持分支逻辑
- 智能发送时机：基于机器学习的单用户最优发送时间
- 频控设置：支持全局和单活动的频率限制
- TTL与优先级：可配置存活时间和送达优先级
- 用户分群：实时行为分群、预测分群（BrazeAI预测流失/购买概率）
- A/B测试：最多支持8个版本的多变量测试，智能选择功能可自动优化
- 数据分析：发送量、送达量、点击量、间接影响打开量、直接打开量、退信量
- 优势：最适合企业级跨渠道协同场景，推送是Canvas旅程中的一个渠道，可与邮件、应用内消息、短信、内容卡片联动
- 平台专属skill：
/sales-braze
In OneSignal
OneSignal平台
- Channels: iOS, Android, Web Push, Huawei, Amazon
- Free tier: Unlimited mobile push, 10K web push subscribers free
- Rich push: Images, action buttons, large images, big picture style
- Segments: Tag-based, filter-based, and data tag segments
- Intelligent Delivery: Per-user send time optimization
- Journeys: Visual workflow builder for multi-step push sequences
- A/B testing: Up to 10 variants
- Strength: Best free option for startups and indie developers. Simple API, fast setup.
- Limitation: Less sophisticated than Braze/Airship for enterprise cross-channel.
- 支持渠道：iOS、Android、Web推送、华为、亚马逊
- 免费版：无限量移动推送，1万Web推送订阅者免费
- 富媒体推送：图片、操作按钮、大图、大图片样式
- 用户分群：基于标签、筛选条件、数据标签的分群
- 智能发送：单用户发送时间优化
- 旅程功能：可视化流程搭建器，用于多步骤推送序列
- A/B测试：最多支持10个版本
- 优势：最适合初创公司和独立开发者的免费选项，API简单，搭建速度快
- 局限：企业级跨渠道能力不如Braze/Airship成熟
In Airship (Urban Airship)
Airship（Urban Airship）平台
- Channels: iOS, Android, Web, SMS, Email, App Inbox
- Performance push: Optimized delivery for massive scale
- Scenes: In-app message sequences for onboarding
- Preference Center: User-managed notification preferences
- Predictive AI: Churn prediction, send time optimization
- Strength: Best for media, airlines, and brands with very high push volume and complex audience management.
- Limitation: Enterprise pricing, steeper learning curve.
- 支持渠道：iOS、Android、Web、短信、邮件、应用收件箱
- 高性能推送：面向超大发送量级的优化送达能力
- 场景功能：用于用户引导的应用内消息序列
- 偏好中心：用户可自主管理通知偏好
- 预测AI：流失预测、发送时间优化
- 优势：最适合媒体、航空公司等推送量级极大、受众管理复杂的品牌
- 局限：企业级定价，学习曲线更陡
In Firebase Cloud Messaging (FCM)
Firebase Cloud Messaging（FCM）平台
- What it is: Google's free push notification infrastructure (iOS + Android + Web)
- Pricing: Free — no per-message cost
- No built-in: No segmentation, analytics, A/B testing, or timing optimization. FCM is infrastructure only — you build everything yourself.
- Strength: Free and reliable. Best for developer teams that want full control and build their own push logic.
- Limitation: You need to build everything: user segments, timing, frequency capping, analytics, and opt-in flows.
- 产品定位：谷歌推出的免费推送通知基础设施（支持iOS + Android + Web）
- 定价：免费——无单条消息费用
- 无内置功能：无用户分群、数据分析、A/B测试、时机优化功能。FCM仅提供基础设施，所有上层能力需要自行开发
- 优势：免费且稳定，最适合希望完全可控、自行搭建所有推送逻辑的开发团队
- 局限：所有能力都需要自行开发：用户分群、发送时机、频控、数据分析、许可流程
In Customer.io
Customer.io平台
- Push: Mobile push as a channel in Journeys workflow builder
- Triggered push: Event-driven push based on user behavior
- Strength: Good for product-led companies already using Customer.io for email and in-app. Push as one channel in behavior-triggered journeys.
- Platform skill:
/sales-customerio
- 推送能力：移动推送作为Journey流程搭建器中的一个渠道
- 触发式推送：基于用户行为的事件驱动推送
- 优势：适合已经在使用Customer.io做邮件和应用内消息的产品驱动型公司，推送可以作为行为触发旅程中的一个渠道
- 平台专属skill：
/sales-customerio
In Klaviyo
Klaviyo平台
- Push: Mobile push for Shopify apps (iOS and Android)
- Flows: Push as steps in Klaviyo Flows alongside email and SMS
- Strength: Best for e-commerce brands already on Klaviyo who want push for cart abandonment, back-in-stock, and order updates.
- Platform skill:
/sales-klaviyo
- 推送能力：面向Shopify应用的移动推送（支持iOS和Android）
- 流程功能：推送可作为Klaviyo Flows的节点，与邮件、短信联动
- 优势：最适合已经使用Klaviyo的电商品牌，可用于购物车遗弃、库存补货、订单更新等场景的推送
- 平台专属skill：
/sales-klaviyo
In Iterable
Iterable平台
- Channels: iOS (APNs), Android (FCM), Web Push (Chrome, Firefox, Opera, Safari via FCM)
- Rich push: Images, action buttons, custom sounds, deep linking to specific app screens
- Studio integration: Push as Send tiles in multi-step Studio journeys alongside email, SMS, in-app, WhatsApp
- Send Time Optimization: AI-based per-user optimal send time based on historical engagement
- Frequency Optimization: AI-chosen per-user cap on push messages per time window — prevents over-messaging
- Brand Affinity: Use engagement labels (Loyal, Positive, Neutral, Negative) to target push campaigns to the right audience segments
- Experiments: A/B test push content, titles, images, and send times within campaigns or Studio journeys
- Silent push: Background data sync without visible notification
- Strength: Strong cross-channel orchestration with AI features. Brand Affinity and Frequency Optimization are unique differentiators for push targeting.
- Platform skill:
/sales-iterable
- 支持渠道：iOS（APNs）、Android（FCM）、Web推送（Chrome、Firefox、Opera、Safari通过FCM支持）
- 富媒体推送：图片、操作按钮、自定义音效、跳转到指定应用页面的深度链接
- Studio集成：推送可作为多步Studio旅程中的发送节点，与邮件、短信、应用内消息、WhatsApp联动
- 发送时间优化：基于历史参与度的AI单用户最优发送时间
- 频率优化：AI为每个用户设置特定时间窗口内的推送消息上限，避免过度发送
- 品牌亲和度：使用参与度标签（忠诚、正面、中性、负面）将推送活动精准定向到对应的受众群体
- 实验功能：可在活动或Studio旅程中对推送内容、标题、图片、发送时间做A/B测试
- 静默推送：后台数据同步，不会展示可见通知
- 优势：强大的跨渠道协同能力与AI功能，品牌亲和度和频率优化是推送定向的独有差异化能力
- 平台专属skill：
/sales-iterable
In Omnisend
Omnisend平台
- Web push only: Browser push notifications to opted-in website visitors — no native mobile app push
- Unlimited on all plans: Web push included free on all Omnisend plans including free tier
- Automation integration: Web push as a step in any Omnisend automation workflow (cart abandonment, browse abandonment, welcome, etc.) alongside email and SMS
- Content: Title, message, image, URL, action buttons
- Targeting: Send to all subscribers or specific segments based on shopping behavior, engagement, or lifecycle stage
- Best for: Ecommerce brands on Omnisend who want web push as a third channel alongside email and SMS at no extra cost
- Limitation: Web push only — no iOS/Android native push. For mobile push, use a dedicated push platform (OneSignal, Braze) alongside Omnisend.
- Platform skill:
/sales-omnisend
- 仅支持Web推送：面向已授权的网站访客的浏览器推送通知——不支持原生移动应用推送
- 全计划无限制：所有Omnisend计划（包括免费版）都包含免费的Web推送能力
- 自动化集成：Web推送可作为任何Omnisend自动化工作流（购物车遗弃、浏览遗弃、欢迎流程等）的节点，与邮件、短信联动
- 内容配置：标题、消息、图片、URL、操作按钮
- 定向能力：可发送给所有订阅者，或基于购物行为、参与度、生命周期阶段的特定分群
- 适用场景：已经使用Omnisend的电商品牌，无需额外成本即可将Web推送作为邮件和短信之外的第三个触达渠道
- 局限：仅支持Web推送——不支持iOS/Android原生推送。如需移动推送，可搭配使用专门的推送平台（OneSignal、Braze）和Omnisend
- 平台专属skill：
/sales-omnisend
In SendPulse
SendPulse平台
- Web push only: Browser-based push notifications for Chrome, Firefox, and Safari — no native mobile app push
- Free plan: Unlimited push subscribers, 10,000 web push notifications per month
- Subscriber segmentation: Segment by URL visited, country, browser, and subscription date
- Campaigns: Scheduled and triggered push campaigns with A/B testing for push content (title, message, image variants)
- Automation 360 integration: Add web push as a step in SendPulse multichannel automation flows alongside email, SMS, and chatbots
- API: (send push),
POST /push/tasks(list campaigns),GET /push/tasks(subscriber data)GET /push/websites/{id}/subscribers - Strength: Good free tier for web push with built-in multichannel automation. Best for teams already using SendPulse for email or chatbots who want to add web push as an additional channel.
- Limitation: Web push only — no iOS/Android native push. For mobile push, pair with a dedicated push platform (OneSignal, Braze).
- Platform skill:
/sales-sendpulse
- 仅支持Web推送：面向Chrome、Firefox、Safari的浏览器推送通知——不支持原生移动应用推送
- 免费版：无限量推送订阅者，每月可发送1万条Web推送通知
- 订阅者分群：可基于访问URL、国家、浏览器、订阅日期分群
- 活动功能：定时和触发式推送活动，支持对推送内容（标题、消息、图片版本）做A/B测试
- Automation 360集成：可将Web推送作为SendPulse多渠道自动化流程的节点，与邮件、短信、聊天机器人联动
- API：（发送推送）、
POST /push/tasks（活动列表）、GET /push/tasks（订阅者数据）GET /push/websites/{id}/subscribers - 优势：Web推送的免费版能力不错，内置多渠道自动化。最适合已经使用SendPulse做邮件或聊天机器人，希望新增Web推送作为额外触达渠道的团队
- 局限：仅支持Web推送——不支持iOS/Android原生推送。如需移动推送，可搭配使用专门的推送平台（OneSignal、Braze）
- 平台专属skill：
/sales-sendpulse
In MoEngage
MoEngage平台
- MoEngage: Strong in APAC markets. AI-driven push optimization, smart triggers, geo-targeting. Good for media and e-commerce in India/SE Asia.
- MoEngage：在亚太市场表现突出。AI驱动的推送优化、智能触发、地理定向能力。适合印度/东南亚的媒体和电商品牌
Step 4 — Actionable guidance
步骤4——可落地的指导建议
Implementation checklist
落地检查清单
- Set up push infrastructure — configure APNs (iOS), FCM (Android), and/or web push in your push platform
- Integrate SDK — install the platform's SDK in your app/website
- Build push primer — create an in-app message explaining push value before showing OS prompt (iOS critical)
- Define segments — create behavioral segments for push targeting
- Set frequency caps — configure per-user daily/weekly limits
- Set quiet hours — define no-send windows (typically 10pm-7am local time)
- Create templates — design push templates for each use case (transactional, promotional, re-engagement)
- Set up deep links — every push should deep link to the relevant app screen
- A/B test — test title, body, image, timing for each campaign type
- Monitor — track opt-in rate, delivery rate, open rate, unsubscribe rate weekly
- 搭建推送基础设施——在你的推送平台中配置APNs（iOS）、FCM（Android）和/或Web推送
- 集成SDK——在你的应用/网站中安装对应平台的SDK
- 搭建推送预引导流程——在弹出系统授权弹窗之前，创建应用内消息说明推送的价值（对iOS尤为关键）
- 定义用户分群——创建用于推送定向的行为分群
- 设置频控规则——配置每个用户的每日/每周发送上限
- 设置静默时段——定义禁止发送的窗口（通常为当地时间晚10点-早7点）
- 创建模板——为每个使用场景（交易类、推广类、召回类等）设计推送模板
- 配置深度链接——所有推送都要跳转到对应的应用页面
- A/B测试——对每个活动类型的标题、正文、图片、发送时机做测试
- 监控数据——每周跟踪订阅许可率、送达率、打开率、退订率
Key metrics
核心指标
| Metric | Benchmark | What it tells you |
|---|---|---|
| Opt-in rate | 50-70% (with primer) | Permission strategy effectiveness |
| Delivery rate | > 95% | Token validity, infrastructure health |
| Direct open rate | 5-15% | Message relevance and timing |
| Influenced open rate | 15-30% | Push drove app opens within window |
| Opt-out / disable rate | < 1% per month | Over-messaging or irrelevant content |
| CTR (with action buttons) | 10-20% | Call-to-action effectiveness |
| 指标 | 基准值 | 衡量维度 |
|---|---|---|
| 订阅许可率 | 50-70%（有预引导流程） | 权限策略的有效性 |
| 送达率 | > 95% | 令牌有效性、基础设施健康度 |
| 直接打开率 | 5-15% | 消息相关性和发送时机 |
| 间接影响打开率 | 15-30% | 推送在时间窗口内带动应用打开的效果 |
| 退订/关闭率 | 每月<1% | 过度发送或内容不相关 |
| CTR（带操作按钮） | 10-20% | 行动号召的有效性 |
Gotchas
注意事项
- iOS push permission is permanent — if a user denies the OS prompt, you can never ask again (they must go to Settings to re-enable). This is why push primers are critical. Never show the OS prompt without a primer first.
- Android 13+ requires opt-in — Android 13 (API 33) introduced runtime push permission, similar to iOS. Don't assume all Android users have push enabled by default.
- Push tokens expire — if a user doesn't open your app for months, their push token may become invalid. Monitor delivery rates and clean stale tokens. Don't count push-enabled users who haven't opened the app in 90+ days.
- Web push has low opt-in — browser push permission prompts are aggressively blocked by users (5-15% opt-in). Don't rely on web push as a primary channel. Use it as a supplement to email.
- Rich push requires separate assets — iOS and Android handle rich push differently (different image sizes, aspect ratios, and action button limits). Test rich push on both platforms before launching.
- iOS推送权限是永久不可逆的——如果用户拒绝了系统弹窗，你永远无法再主动申请权限（用户必须手动去设置里重新开启）。这就是推送预引导流程如此关键的原因，永远不要在没有预引导的情况下直接弹出系统权限弹窗。
- Android 13+需要主动申请权限——Android 13（API 33）引入了运行时推送权限，和iOS逻辑类似。不要默认所有Android用户都自动开启了推送权限。
- 推送令牌会过期——如果用户几个月没有打开你的应用，他们的推送令牌可能会失效。监控送达率，清理过期令牌。不要把90天以上没有打开应用的推送授权用户算入有效用户。
- Web推送的订阅率很低——浏览器推送权限弹窗被用户拒绝的概率很高（仅5-15%的许可率），不要把Web推送作为核心触达渠道，仅作为邮件的补充渠道使用。
- 富媒体推送需要单独适配资源——iOS和Android对富媒体推送的处理逻辑不同（图片尺寸、宽高比、操作按钮上限都不同）。上线前要在两个平台都测试富媒体推送效果。
Related skills
相关skill
- — Iterable platform help (push setup, Studio journeys, Brand Affinity, STO)
/sales-iterable - — Braze platform help (push setup, Canvas integration, BrazeAI timing)
/sales-braze - — Customer.io platform help (push in Journeys)
/sales-customerio - — Klaviyo platform help (push for Shopify e-commerce)
/sales-klaviyo - — Omnisend platform help (web push + email + SMS for ecommerce)
/sales-omnisend - — SendPulse platform help (web push + email + chatbots + Automation 360)
/sales-sendpulse - — In-app messages and content cards (companion to push)
/sales-in-app-messaging - — Email marketing strategy (coordinate push + email cadence)
/sales-email-marketing - — SMS marketing strategy (coordinate push + SMS cadence)
/sales-sms-marketing - — Live chat and chatbot (another engagement channel)
/sales-live-chat - — Not sure which skill to use? The router matches any sales objective to the right skill. Install:
/sales-donpx skills add sales-skills/sales --skills sales-do
- ——Iterable平台帮助（推送搭建、Studio旅程、品牌亲和度、STO）
/sales-iterable - ——Braze平台帮助（推送搭建、Canvas集成、BrazeAI发送时机）
/sales-braze - ——Customer.io平台帮助（Journey中的推送能力）
/sales-customerio - ——Klaviyo平台帮助（Shopify电商场景的推送能力）
/sales-klaviyo - ——Omnisend平台帮助（电商场景的Web推送+邮件+短信能力）
/sales-omnisend - ——SendPulse平台帮助（Web推送+邮件+聊天机器人+Automation 360能力）
/sales-sendpulse - ——应用内消息和内容卡片（推送的配套能力）
/sales-in-app-messaging - ——邮件营销策略（协同推送+邮件的发送节奏）
/sales-email-marketing - ——短信营销策略（协同推送+短信的发送节奏）
/sales-sms-marketing - ——实时聊天和聊天机器人（另一个用户参与渠道）
/sales-live-chat - ——不确定该使用哪个skill？该路由可以匹配所有销售目标到对应的skill。安装命令：
/sales-donpx skills add sales-skills/sales --skills sales-do
Examples
示例
Example 1: Designing a push opt-in strategy
示例1：设计推送订阅许可策略
User says: "Our iOS push opt-in rate is only 25%. How do we improve it?"
Skill does: Diagnoses likely cause (showing OS prompt too early without primer). Designs a push primer flow: trigger in-app message after user completes first key action (e.g., first purchase, first save), explain value proposition specific to their behavior, show OS prompt only on "Enable" tap. Provides benchmark (50-70% with primer).
Result: Push primer implementation plan with expected 2x improvement in opt-in rate
用户提问："我们的iOS推送许可率只有25%，怎么提升？"
skill输出：诊断出最可能的原因（没有做预引导，过早弹出系统弹窗）。设计推送预引导流程：在用户完成第一个核心操作后（例如首次购买、首次收藏）触发应用内消息，说明与用户行为匹配的价值主张，仅在用户点击“开启”后弹出系统弹窗。提供基准值（有预引导的情况下可达50-70%的许可率）。
结果：推送预引导落地方案，预期许可率提升2倍
Example 2: Building a cart abandonment push campaign
示例2：搭建购物车遗弃推送活动
User says: "I want to send push notifications to users who abandon their cart in our e-commerce app"
Skill does: Designs a 3-step push sequence: Push 1 at 1 hour ("You left something behind" + product image), Push 2 at 24 hours ("Still interested? Items selling fast"), Push 3 at 48 hours with incentive ("10% off if you complete today"). Includes deep linking to cart, frequency capping, and exit conditions (remove on purchase).
Result: Automated cart abandonment push campaign with timing, content, and deep links
用户提问："我想给我们电商APP里遗弃购物车的用户发推送通知"
skill输出：设计3步推送序列：第1条在遗弃1小时后发送（"你还有商品没结算"+商品图片），第2条在24小时后发送（"还感兴趣吗？这款商品很快就卖完了"），第3条在48小时后发送并附带激励（"今日完成下单立减10%"）。包含购物车深度链接、频控设置和退出条件（用户完成购买后停止发送）。
结果：自动化的购物车遗弃推送活动，包含发送时机、内容和深度链接配置
Example 3: Choosing a push notification platform
示例3：选择推送通知平台
User says: "We're a Series A startup with 50K MAUs. Should we use OneSignal or Braze for push?"
Skill does: Compares OneSignal (free tier, simpler, good for push-primary) vs Braze (enterprise, expensive but powerful cross-channel). At 50K MAUs, recommends OneSignal to start — free, fast setup, covers push + basic email. Suggests re-evaluating Braze when they hit 500K+ MAUs or need sophisticated cross-channel journeys.
Result: Clear recommendation with migration path as they scale
用户提问："我们是A轮创业公司，月活5万，应该用OneSignal还是Braze做推送？"
skill输出：对比OneSignal（免费版、更简单、适合以推送为核心需求的场景）和Braze（企业级、价格高但跨渠道能力强）的差异。对于5万月活的团队，推荐初期使用OneSignal——免费、搭建快，覆盖推送+基础邮件能力。建议在月活达到50万以上或者需要复杂的跨渠道旅程时再评估切换到Braze。
结果：清晰的选型建议，以及随规模增长的迁移路径
Troubleshooting
故障排查
Low push open rates
推送打开率低
Symptom: Push notifications sent but open rate below 3%
Cause: Messages not personalized, bad timing, or sending to disengaged users
Solution: 1) Segment by recent activity — only send to users active in last 30 days. 2) Enable intelligent timing / send time optimization. 3) Personalize with user name and relevant content. 4) Use rich push (images, action buttons). 5) A/B test titles and body copy. 6) Review frequency — reduce if sending more than 1/day.
现象：推送已发送但打开率低于3%
原因：消息没有个性化、发送时机不好、或者发送给了不活跃的用户
解决方案：1）按最近活跃度分群——仅给过去30天活跃的用户发送。2）开启智能发送/发送时间优化功能。3）使用用户名和相关内容做个性化。4）使用富媒体推送（图片、操作按钮）。5）对标题和正文做A/B测试。6）检查发送频率——如果每天发送超过1条就降低频率。
High opt-out / disable rate
退订/关闭率高
Symptom: Users disabling push notifications at > 2% per month
Cause: Sending too frequently, irrelevant content, or no frequency capping
Solution: 1) Implement frequency capping (max 1-2 promotional push per day). 2) Segment by interest — don't blast everyone. 3) Add preference center so users can choose notification types. 4) Review content relevance — are you sending value or just noise? 5) Reduce promotional push frequency for users who haven't engaged in 14+ days.
现象：每月用户关闭推送通知的比例超过2%
原因：发送频率过高、内容不相关、或者没有设置频控
解决方案：1）落地频控规则（每天最多1-2条推广类推送）。2）按兴趣分群——不要给所有用户群发。3）增加偏好中心，让用户可以选择接收的通知类型。4）评估内容相关性——你发送的是有价值的内容还是只是噪音？5）降低14天以上未参与用户的推广类推送频率。
Push not arriving on iOS
iOS端推送无法送达
Symptom: Push campaigns show sends but no deliveries on iOS
Cause: APNs certificate expired, invalid tokens, or sandbox/production mismatch
Solution: 1) Check APNs certificate expiry in your push platform settings. 2) Verify you're using the correct environment (sandbox for dev, production for App Store). 3) Check that push entitlement is enabled in your Xcode project. 4) Test with a fresh install to generate a new token. 5) Check Apple's APNs status page for outages.
现象：推送活动显示已发送但iOS端没有送达数据
原因：APNs证书过期、令牌无效、或者沙箱/生产环境不匹配
解决方案：1）在推送平台设置中检查APNs证书是否过期。2）确认你使用的是正确的环境（开发环境用沙箱，App Store版本用生产环境）。3）检查Xcode项目中是否开启了推送权限。4）用全新安装的应用生成新令牌测试。5）检查苹果APNs状态页是否有服务故障。