Smart notifications: the next evolution of messaging

Smart notifications are an evolving concept in customer experience and communication strategies. As messaging has become more personalized with mobile devices, the potential for intrusive, overwhelming, and annoying notifications has increased. However, smart notifications can drive retention rates by over 100% when done well. The challenge is to provide relevant and useful notifications that are desired without being intrusive or annoying. Smart notifications should be attention-aware, medium-aware, context-sensitive, behavior-driven, results-driven, connectivity-resilient, action-enriched, deeply-integrated, real-time, and self-learning. Companies like Ably are working to deliver on the promise of smart notifications by providing the necessary infrastructure and capabilities.