Push notifications

Style

Lead with user value. Why does this matter to the user? What do they get?

Put the most important information first.

Include the specific brand’s name in Propel Pick push notifications.

Don’t say “Tap for more info”, “Learn more here,” or similar. It’s often implied.

Avoid being gimmicky or too marketing-y, and use exclamation points (!) sparingly.

Avoid jargon, overly formal language, and exclusive language.

Character count

Push notifications have two parts: a header, and a body.

You can use this Character Counter website to check your work.

Header copy

Must be <30 characters across a single line to reduce risk of truncation

Body copy

Notification center: Must be <120 characters across no more than 2 lines
Push: Must be <100 characters (ideally fewer), with some exceptions

Emoji

Emoji can only be used in push notifications—not in product UI. Only use emoji if there’s evidence that using emoji has a direct connection to business value. Emoji can perform better, but if they’re used sparingly.

Emoji can be used in:

Product launches
Situations where emoji serve as illustrations and communicate in ways that support the message (e.g., card locking)
Alerts and negative scenarios

Approved emoji: 
⚠️ 🔒 🛡 ️💰 💳 🛠️ 📣 👋