On a typical morning, the first thing people do is check their phone and see a screen full of push notifications filled with breaking news, social alerts from Twitter, Snapchat and Instagram and occasionally, a few messages from brands.

Publishers and social platforms like the New York Times, the Washington Post and Twitter have mastered mobile push notifications, often devoting teams to crafting the brief breaking news messages that get pushed out to millions of users who have downloaded their app.

“With brands, it’s a little bit trickier to learn some of that stuff, but there are niche moments in which that applies.”

According to IBM, push notifications sent during Thanksgiving and Black Friday weekend increased 128 percent year-over-year while email and SMS marketing was only up 7 percent.

Three months ago, the brand revamped its app to include exclusive merchandise first—like a discounted outlet of products and shipping deals.

Instead, a team of eight people (writers, merchandisers, email marketers, designers) write and manage pithy pieces of copy—similar to a tweet—that prompt someone to open the app.

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