Notifications that app sends directly to mobile device screen. Marketers are ambivalent to this issue – from one hand they think of them as extremely aggressive, from the other they appreciate it’s huge effectivity. Such notifications can be send in bulk (also to a specific group or segment), or as a 1-to-1 message to a particular user, as the response to some event or action (birthday, making a purchase, etc.). If applied skillfully, pushes can increase users engagement even up to 540%.