Definition
Email browser push — or web push notifications — is a channel that sends clickable messages directly to a subscriber's desktop or mobile browser outside of email. While email delivers to the inbox, browser push delivers to the notification centre. The channels differ in reach, engagement patterns, content depth, deliverability, and user control. Understanding the relationship between email and browser push helps marketers coordinate multi-channel engagement strategies.
Key Differences
- Reach: Email reaches anyone with an email address; browser push requires opt-in from the browser and works only when the browser is running
- Engagement: Browser push typically has higher open rates (click-through rates of 5-20%) but much shorter content — a headline and brief description
- Content depth: Email supports full HTML content, images, CTAs, and personalisation; browser push is limited to title, text, and optional image
- Deliverability: Email faces spam filters and inbox competition; browser push is delivered directly to the notification tray with minimal filtering
- Persistence: Email persists in the inbox until deleted; browser push notifications are dismissed after interaction or time out
Best Practices
- Use browser push for time-sensitive, short-message engagement and email for content-rich, lasting communication
- Coordinate timing between channels — send a browser push for immediate awareness followed by email for detail
- Do not send the same content through both channels simultaneously; differentiate the use case
- Segmente subscribers by channel preference where possible
- Measure each channel independently and optimise for the specific engagement pattern of each
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