Apple updated its App Store guidelines earlier this month to allow app publishers to send ads and promotions in push notifications to users who have explicitly opted in to receive them.
Previously, developers were prohibited from sending push notifications containing marketing messages.
Push notifications have higher open rates than email, but until now push notifications have largely represented an “unexploited opportunity for consumer engagement” between brand owners and consumers, said Rafe Blandford, chief product officer at Digitas UK.
Still, app owners should beware “death by notification,” said Gillian Bell, director of digital services at marketing communications agency Wake The Bear.
(Apple’s updated App Store Review Guidelines state that “monetizing built-in capabilities provided by the hardware or operating system, such as push notifications” are an “unacceptable” use case.)

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