OneSignal Email Campaigns: How to Create and Optimize

Email remains one of the highest ROI communication channels for digital products, SaaS platforms, and e-commerce brands. However, what truly makes the difference today is not just sending emails, but reaching the right user, at the right time, with the right message. This is exactly where OneSignal email campaigns go far beyond traditional email tools.

Many teams struggle to get the expected results from email due to low open rates, segmentation challenges, manual campaign management, and unmeasurable outcomes. At Omtera, the most common insight we gain from real-world projects is that these challenges usually stem not from the tool itself, but from strategy and execution. When OneSignal’s email capabilities are designed correctly, these issues can be resolved in a sustainable way.

What Are OneSignal Email Campaigns?

Although OneSignal is widely known for push notifications and in-app messaging, it also offers email campaigns within the same customer messaging infrastructure. This approach makes it possible to treat email not as a standalone channel, but as part of a broader strategy that includes user behavior, lifecycle stages, and other messaging channels.

With OneSignal email campaigns:

• User data is managed through a centralized structure
• Segmentation is based on real-time behavior
• Campaigns can be connected to automation scenarios
• Email performance is analyzed together with other channels

The greatest value Omtera brings to OneSignal projects lies in aligning this technical infrastructure directly with business objectives.

The Process of Creating Email Campaigns with OneSignal

1. Defining Goals and Scenarios

A successful email campaign does not start with a “one message fits all” mindset. The first step in creating a campaign in OneSignal is clearly defining which message should be sent in response to which user behavior.

Example scenarios include:

• Onboarding emails for newly registered users
• Reminder emails for users who abandoned their carts
• Educational content for users who have never used a specific feature

At this stage, Omtera supports teams not only with technical setup, but also with identifying the right use cases.

2. Advanced Segmentation

One of OneSignal’s strongest capabilities is its behavior-based segmentation. Users can be segmented not only by demographic data, but also by their actions, frequency, and timing.

Segmentation criteria include:

• In-app or web events
• Last active time
• Messaging engagement history
• Custom tags and attributes

Thanks to this structure, email campaigns evolve beyond traditional newsletters and become personalized communication tools.

3. Content and Design Optimization

OneSignal supports both technical and visual optimization of email content. However, the most critical factor here is ensuring that the message aligns with the user’s current context.

Best practices frequently applied in Omtera projects include:

• Short and clear subject lines
• Dynamic content that references user behavior
• Clear CTAs (Call to Action)
• A mobile-first design approach

This approach directly improves open and click-through rates.

Automation and Lifecycle Management

OneSignal email campaigns are not limited to manual sends. Through automation, emails can be triggered based on user actions.

Example automation flows include:

• Sign-up → Welcome email → Educational series
• Feature usage → Upsell email
• Long-term inactivity → Re-engagement campaign

Omtera not only sets up these automations technically, but also structures them according to the customer lifecycle.

Performance Measurement and Optimization

The success of email campaigns is not measured solely by send volume. OneSignal provides detailed analytics to evaluate campaign performance, including:

• Open rates
• Click-through rates
• Conversion metrics
• Timing and frequency impact

These insights allow teams to continuously test and optimize campaigns. Omtera’s differentiating value lies in connecting these metrics directly to business outcomes and turning insights into action.

Key Differences Between OneSignal Email Campaigns and Traditional Email Tools

OneSignal email campaigns differ from traditional email tools in several fundamental ways:

• Behavior-based segmentation
  Users are targeted based on real-time actions on web or mobile, not static lists.
• Lifecycle-driven automation scenarios
  Onboarding, re-engagement, and upsell processes are managed through event- and lifecycle-based triggers rather than manual sends.
• Email designed as part of a multi-channel strategy
  Email works seamlessly with push notifications and in-app messaging under a single messaging strategy.
• Performance measured by business impact
  Beyond opens and clicks, user actions and conversion metrics are tracked.
• Scalable and sustainable infrastructure
  Campaign management remains manageable even as user volume and message frequency grow.

With this approach, OneSignal transforms email from a standalone communication channel into a strategic tool shared by product, marketing, and growth teams. Omtera’s core focus in OneSignal projects is ensuring this structure is fully aligned with business goals.

When email campaigns are built with the right strategy, OneSignal becomes more than a messaging tool—it becomes an active growth lever. Unlocking this potential requires not only using the platform, but also designing the right architecture, scenarios, and optimization approach.

At this point, Omtera steps in to transform OneSignal email campaigns into a measurable, scalable, and sustainable growth engine.

To get maximum value from your OneSignal email campaigns, contact Omtera today and let’s design your strategy together.

Frequently Asked Questions (FAQ)

Who are OneSignal email campaigns suitable for?
They are suitable for all teams building SaaS products, mobile apps, e-commerce platforms, and digital products.

Can email and push notifications be used together with OneSignal?
Yes. One of OneSignal’s strongest advantages is managing these channels under a single strategy.

Is technical expertise required for email campaigns?
Basic usage is straightforward, but advanced segmentation and automation require expertise—this is where Omtera comes in.

How can OneSignal email performance be improved?
Through behavior-based segmentation, proper timing, and continuous optimization.