Push notifications have been largely instrumental in bridging the gap between businesses and their customers. They've empowered companies to communicate with their customers on a daily basis by sending them personalized messages, directly on their devices.

If we think of it, the push campaigns have all the necessary ingredients a marketer could ask for in a communication channel – wide reach, high deliverability, and better CTRs.

So let's understand the nuances of push technology and how it came to be.