There are times when push notifications are seen as a disruptive and invasive. They arrive at inconvenient times and with an annoying frequency. Or they might offer irrelevant information and feel impersonal to the user. But push itself isn’t the issue. The way push is being used by too many mobile apps is the issue. And the marketers making these mistakes hurt their ability to reach and retain users, to the tune of 60% of app users turning push off permanently. But this doesn’t need to be your fate. There is a way to use push notifications to retain more of your mobile users and grow your brand’s popularity. To do so, you’ll need to first familiarize yourself with secrets in this growing area of mobile marketing.