When you send a push notification campaign, you may notice that not all subscribers receive it. This is completely normal — a delivery rate of 100% is not expected with web push notifications. Here are the common reasons why.
Common reasons
- Browser data cleared — When subscribers clear their cookies and cached data, the browser "forgets" their push subscription. They will automatically re-subscribe when they next visit your store.
- Browser not running — Some devices require the browser to be running (even in the background) to receive notifications. The message will be delivered when the subscriber next opens their browser.
- Browser uninstalled or changed — If a subscriber switches to a different browser, the original subscription is no longer valid.
- Background activity restricted — Battery saver modes or device settings can prevent background notification delivery.
- Notifications disabled — Subscribers may have turned off notifications in their browser or device settings after subscribing.
- Token expired — Push subscription tokens can become invalid over time. Firepush automatically handles token refresh when the subscriber visits your store again.
What is a good delivery rate?
A delivery rate of 60–85% is typical for web push notifications. This is normal and expected. The more recently a subscriber has visited your store, the more likely they are to receive your notification.
How to improve delivery rates
- Send regularly — Subscribers who see your store often will have fresh, active subscriptions
- Build a quality subscriber list — Engaged visitors are more likely to keep their subscriptions active
- Firepush retries failed messages — The system automatically retries delivery for messages that initially fail
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