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
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
AIDA Model for Email
The AIDA model (Attention, Interest, Desire, Action) is a classic copywriting framework used to structure email campaigns that guide subscribers from awareness to conversion.
AMP for Email
AMP for Email is a Google-developed framework that allows email messages to include interactive elements like forms, carousels, accordions, and live content. It turns static emails into dynamic, interactive experiences directly inside the inbox.
Anchoring Effect in Email Marketing
The anchoring effect is a cognitive bias where the first piece of information presented (the anchor) influences subsequent decisions, used in email to frame pricing and value perception.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.