• Information delivered in real time as events happen
• Critical and valuable information
• Only the information that users sign up for - and nothing else
• Notifications that reach users no matter where they are (online, e-mail or mobile device)
• Information that piques a user's interests for more
• Targeted information that can drive users back to the services of the sender

Always tied to time, dates and taking action. In the example below, the user knows what day Christmas is but needs a Reminder to get out and finish shopping, get a tree or get ready to leave town.