OneSignal serves over 2 million users and sends 12 billion messages every single day. This means a couple of things. First, we’ve seen it all. Second, and more importantly, we’ve seen the best of the best. From explosions of new subscriber growth to near-100% click-through rates — we’ve had the opportunity to witness the power of mobile messaging in the hands of some truly innovative industry leaders. The 2023 Customer Engagement Awards leveraged OneSignal’s bird’s eye view of the mobile marketing landscape to showcase these organizations and celebrate their genuinely inspiring successes.

Above all else, we want to thank you, the OneSignal community, for your enthusiasm and relentless ingenuity. We wouldn’t be OneSignal without every one of you.

Without further ado… your best-in-class of 2023!

Most Impactful Campaigns, EMEA

Taptap Send - Traci Trang

Taptap Send helps people send money back home to Africa, Asia, the Caribbean, and South America quickly, securely, and at a fraction of the cost. The team at OneSignal is thrilled to see their rapid growth as Taptap Send carry their mission to users across different markets. Using Journeys, Traci has led the global impact of Taptap Send central campaigns on increasing conversions and user retention. Her skillful personalization and optimization of journeys are key to engaging users across multiple channels.

Best Customer Journeys, EMEA

Zigzag Puppy Training - Ed Williams, Emily Heath

Zigzag Puppy Coach, the app dedicated to puppy training, has shown exceptional prowess in converting free trial subscribers into paying customers. Their thoughtful use of Data Tags to segment and engage their audience demonstrates best practices for customer engagement. By customizing notifications based on their users’ progress and the need for encouragement, Zigzag ensures that each milestone in the training journey is relevant and timely, ultimately driving high customer engagement and well-trained puppies.

Forward Thinking Marketing, EMEA

Bitcoin.com - Alun Stern

Bitcoin.com is an all-in-one platform enabling users to buy, sell, trade, and invest in Bitcoin and cryptocurrencies securely. Bitcoin.com’s messaging, which consistently drives transactions, delivers industry updates, and re-engages users with their platform, includes a mix of beautifully designed Push and In-App notifications. Their continuous exploration of new use cases for OneSignal is key to their success and has allowed them to develop a highly refined messaging approach through testing and experimentation.

Best Message Design, EMEA

Candivore, Yarin Ben Yakov

While push notification design may seem simple, small tweaks can make a huge difference in performance. Candivore, a pioneering mobile multiplayer gaming company, consistently delivers messages that serve as a best-in-class example of push notification design for gaming. Carnivore’s dedication to perfecting the craft is evident in every notification they send.

Best Environmentally Friendly Engagement, NAMER

FoodHero - Matthew Bienz

FoodHero is an app dedicated to reducing food waste by selling and delivering unsold grocery items near their "best date." When it comes to developing environmentally friendly practices, developing habits is key. Their adept use of OneSignal for Push, In-App, and Email plays a crucial role in raising awareness about making eco-conscious choices and contributes to a greener, more sustainable future.

Forward-Thinking Marketing, NAMER

Zenni Optical - Auri Pope, Martin Refsal

Zenni, an online retailer of affordable prescription glasses and sunglasses, is rapidly carving its niche in the e-commerce landscape. Leveraging an omnichannel strategy, Zenni seamlessly integrates Email, SMS, Push, and In-App messaging for both transactional and marketing campaigns. Their rigorous A/B testing underscores a commitment to enhancing the customer journey and staying ahead in messaging technology.

Best Customer Journey, NAMER

Saturn - Max Baron, Dylan Diamond, Rob Dearborn

Designed to help high school students manage their complex schedules, Saturn is a rapidly growing social networking app that has won a coveted spot in the top charts of the App Store. Key to Saturn’s success has been a thoughtful, beautifully designed onboarding Journey, which combines Push and In-App messaging to ensure users hit critical milestones, reducing time to the “aha” moment and ensuring users get the most out of the app’s functionality.

Best Message Design, NAMER

Monarch Gaming (GenoPets) - Jay Chang

Genopets is a game that rewards players for living an active lifestyle. Players customize and evolve their pet with the steps they take every day. The team consistently delivers outstanding in-app messages with strong, brand-aligned designs and beautiful graphics to keep their players informed and engaged. Genopets has seen great success in activating their players to try new features of the game using OneSignal messages – a challenge in the mobile space.

Best Customer Journeys, APAC

SpinX Games - Carmen Turcanu

SpinX Games has skillfully crafted an omnichannel Journeys strategy that exemplifies automated customer engagement best practices. Their Journeys include a "beginners' quest" message and level-up messaging, as well as a player re-engagement Journey that brings back churning players using a combination of Push Notifications and Email. The outstanding success they've achieved is a testament to the team’s exceptional ability to engage and guide users throughout their gaming experience.

Forward Thinking Marketing, APAC

HK01 - Dick Tang

HK01 provides news and lifestyle content online and via a mobile app. HK01’s engagement strategy uses highly personalized push notifications to provide up-to-the-minute news updates tailored to their users’ interests. Their refined approach to personalization is a stellar example of using best practices in personalization and consistently delivers high open rates for all their messages.

Strongest Debut, LATAM

Senff - Michelle Santana & Vitor Santos

Brazilian bank Senff is fairly new to OneSignal, and have seen huge subscriber growth in a short period of time. Since they became customers in December 2022, their already high push notification subscriber totals have nearly doubled due to their thoughtful campaigns and timely messages.

Forward Thinking Marketing, LATAM

Quero Delivery - Lucimara Nascimento, Ed Santos

Quero Delivery is a purchasing and delivery application for ordering meals, food, medicines, and various products from numerous local stores. The team skillfully employs Push and In-App messages to keep their users informed and engaged with the app. Quero Delivery stands out for its proactive approach to customer engagement – the team prioritizes maintaining a deep understanding of their customer’s behavior, and they use this knowledge combined with strategic messaging campaigns to achieve outstanding results.

Best Customer Journeys, LATAM

GoodMeal - Adriana Garcia, Maximiliano Acosta

GoodMeal partners with consumer-facing businesses to offer surplus food to their users at significant discounts through the GoodMeal app. Their customer engagement strategy includes three omnichannel Journeys for onboarding, increasing purchases, and re-engaging customers. With a strong focus on leveraging automation to streamline their efforts and careful implementation of Data Tags to personalize their messaging, GoodMeal has driven high engagement and revenue growth.

Most Impactful Campaigns

aiqfome - Larissa Lindner, Victoria Almeida

Have you ever heard of a 97.5% click-through rate? No? Well, now you have. Meet the aiqfome team, the first online delivery platform in Brazil and currently the second largest in the country. In addition to being delivery app pioneers, they are also innovative in their use of in-app notifications to engage their customer base – affectionately called ‘fominhas’ – having managed to achieve the incredible CTR mentioned above. This exceptional engagement proves their talent in creating and executing campaigns that truly impact their clients.

Do You Have a Customer Engagement Award in Your Future?

OneSignal has been a part of the mobile messaging game since the start. Our founders began as mobile game developers looking for a better way to communicate with their audience over every available mobile channel. Finding no solution to get the job done right, they created their own. Today, OneSignal offers an industry-leading mobile marketing platform that unifies email, push, in-app, and SMS into a powerfully connected mobile ecosystem.

Whether you simply need a hand automating your mobile onboarding sequences or you’re ready to start scaling with custom multi-channel Journeys flows, we take pride in offering something for everyone. And that starts with access to OneSignal for free.

Data is the lifeblood of modern organizations. Companies rely on a variety of data sources to power effective messaging, meaningful customer experiences, and strategic business decisions. While OneSignal currently offers many ways to analyze data within our platform, we’re also supportive of making our data easily accessible to the rest of your tech stack. That’s why we are excited to announce our new partnership with Snowflake.

Snowflake is a leading cloud-based data warehousing solution. Data warehouses are centralized repositories that store data from various sources, such as your CRM, CDP, third-party tools, and more. Snowflake also offers additional capabilities, such as analytics and governance features.

We chose Snowflake as our first data warehouse integration to partner with the industry leader. With this new OneSignal integration, you can now seamlessly sync OneSignal message events data for push notifications, email, in-app messages, and SMS with the rest of your business data to boost your decision-making analyses and drive growth.

Save Time and Automatically Centralize Your Data

Most companies want to consolidate their data for easier access. However, data usually is siloed across tech stacks in different tools, back-end systems, and databases. This forces your teams to manually copy and move data or build custom data connections to move data between systems, which is time-consuming, costly, and difficult to maintain.

Now, OneSignal and Snowflake have joined together to break down those barriers. Automatically and securely sync your OneSignal data to Snowflake so all your data is accessible in one place. Improve cross-functional collaboration and cut down on the back-and-forth by ensuring the right teams are using the right data.

Understand the Value of Your Messaging

Companies need data to make informed decisions to grow their business successfully. Unify OneSignal messaging engagement data with the rest of your demographic, browsing session, conversion, and purchase data to gain a more complete view of your customer and their user journey. Analyze your full-funnel data to understand how everything works together, tease out cause and effect, and make your data actionable.

Add OneSignal data to your analyses to help answer important questions such as:

• Which messaging channel drives the best results?
• How much revenue did this promotional campaign generate?
• How effective was this message at driving paid upsells?
• What is the right messaging frequency before seeing an uptick in unsubscribes?
• Did the A/B test differences in this campaign also reflect in down-funnel conversions?

Unlock More Data Insights

Not leveraging your data to improve your business has real consequences, from disappointing customer experiences to lost revenue. Currently with OneSignal, you can access your engagement data in multiple ways, including delivery reports, CSV downloads, and notification APIs. This integration provides granular data fields across message events data, subscription information, and device details to unlock deeper messaging insights.

Get Started with OneSignal & Snowflake

OneSignal and Snowflake will help you identify what works, optimize your messaging, and stay ahead of the competition. Follow our documentation to get set up for success and make your data actionable.

This integration is available exclusively for our annual plans, including Professional and Enterprise. Contact Sales to understand if an annual plan makes sense for your business. Snowflake is just the start.

Interested in other integrations? Contact us at bd@onesignal.com to let us know which ones you’d like to see added to OneSignal.

Have you ever opened an email and wondered if it's genuinely from your favorite brand or just another clever phishing attempt? Well, that split-second hesitation can be the difference between an email open and an “instant gloss-over.”

Now more than ever, email security and trust are more critical than ever, and that's where BIMI logos come into play. These tiny visual cues are making big waves in the world of email marketing, helping brands stand out in crowded inboxes and giving recipients the confidence they need to click, open, and engage. Grab your virtual magnifying glass, and let's unravel the secrets behind this small but mighty email marketing tool.

What is a BIMI Logo?

BIMI stands for "Brand Indicators for Message Identification." In essence, it describes that small brand logo next to new messages in your email inbox, rather than the generic brand initials set against a random pastel-colored circle.

BIMI is an email authentication and verification standard designed to improve email security and help recipients verify the authenticity of emails sent by a particular brand or organization.

Sometimes the biggest psychological comforts come in the smallest packages.

How Does BIMI Help With Email Authentication?

It’s a valid question, especially if you thought BIMI was merely visual eye candy for email marketing. BIMI email logos play a crucial role in both email authentication and building lasting trust with your user base.

Email Authentication

BIMI is closely tied to email authentication mechanisms, such as Domain-based Message Authentication, Reporting, and Conformance (DMARC) and DomainKeys Identified Mail (DKIM).

• DMARC alignment ensures that the "From" domain of an email aligns with the DKIM signature, providing a consistent and trustworthy sender identity.
• DKIM, on the other hand, helps verify the authenticity and integrity of email content, which is essential for BIMI to display logos alongside email messages.

These authentication mechanisms being so closely tied together helps contribute to a more airtight email ecosystem. It ensures that only authorized senders can use BIMI email logos, reducing the risk of email spoofing and phishing.

Learn more about how to set up DMARC for email marketing.

Domain Verification

Before a brand can use BIMI email logos, their domain (e.g., example.com) must be verified by a trusted third party, typically a Certificate Authority (CA). This domain verification process confirms that the organization owns the domain and has the right to use BIMI for that domain.

Logo Hosting

The sender is responsible for hosting the BIMI logo on a publicly accessible web server. A Verified Mark Certificate (VMC), issued by the CA, links the logo to the sender's domain. This VMC contains information about the logo's location and the associated domain.

Phishing Mitigation

BIMI helps reduce the risk of phishing attacks by making it more difficult for malicious actors to impersonate legitimate brands in email communications. You remain recipients can visually identify trusted emails based on the presence of BIMI logos.

How Does BIMI Help in Email Marketing?

Brand Visibility

The recurring visual element of your brand logo helps your recipients quickly (and instantly) recognize and identify your email campaigns. The consistent presence of your brand logo reinforces brand recognition while making your emails stand out in a crowded inbox.

Brand Credibility

People are also more likely to interact with messages from sources they trust. When recipients see a recognizable logo next to your name or email address, it increases their confidence that the email is legitimate. This credibility is an essential ingredient in driving click-through rates and habitual email campaign engagement.

What are the Requirements of a BIMI logo?

Is BIMI necessary for every single organization that sends emails? No. Is BIMI worth it? Usually, yes. Consider the volume of emails your organization sends. BIMI is likely to have a more significant impact if you send a substantial number of emails to a large and diverse audience. It becomes especially beneficial if you want to ensure that your recipients can easily identify your legitimate emails in crowded inboxes.

To use a BIMI logo and have it displayed alongside your email messages, you must meet specific requirements and follow a set of guidelines. Here are the key requirements for a BIMI logo:

• Domain Ownership: You must own the domain associated with the email addresses you are using. BIMI is intended for organizations to display their logos, so you need control over the domain's DNS (Domain Name System) records.
• DMARC and DKIM: Implement DMARC and DKIM for your domain. As mentioned above, these email authentication mechanisms help verify the legitimacy of your email messages and are often prerequisites for BIMI.
• Verified Mark Certificate (VMC): Obtain a Verified Mark Certificate (VMC) for your domain from a trusted Certificate Authority (CA). The VMC is a critical component that links your domain to your logo and provides information about the logo's location. The CA will verify your domain ownership during this process.
• Logo Hosting: Host your logo on a publicly accessible web server. BIMI requires that your logo be retrievable from a specific URL that is referenced in your DNS records. Ensure that the logo image is in a suitable format (e.g., SVG) and adheres to BIMI's technical requirements.
• DNS Records: Create and configure the necessary DNS records for your domain:
• BIMI Record: Add a BIMI record to your domain's DNS zone. This record specifies the location (URL) of your logo and references the VMC that links the logo to your domain.
• SVG Hash: Calculate a hash of your logo file using the SHA-256 algorithm and include it in your BIMI record. This hash helps ensure the integrity of the logo.
• Logo Usage Guidelines: Follow BIMI's logo usage guidelines, which typically require that the logo represents your brand, is not misleading, and adheres to specific size and aspect ratio requirements.
• HTTPS: Ensure that the URL where your logo is hosted uses HTTPS (SSL/TLS). Secure hosting is a best practice for BIMI.
• Validity Period: Be aware that VMCs have a validity period, usually one year, after which they need to be renewed. Ensure that your VMC remains valid to continue using BIMI.
• Email Client and Provider Support: Verify that the email clients and providers used by your recipients support BIMI. BIMI adoption may vary among different email services.

How to Implement BIMI

BIMI implementation involves several steps to ensure that your brand's logo is displayed alongside your email messages in recipients' inboxes. Let’s unpack a step-by-step guide to help you stand out in your recipients’ inboxes.

1. Prepare Your Logo

Ensure that you have a high-quality version of your brand's logo in a suitable format, typically SVG (Scalable Vector Graphics), which is recommended for BIMI implementation. While there is no strict minimum size specified for BIMI logos, it's a good practice to ensure that your logo remains identifiable when displayed at small sizes.

2. Domain Ownership and Control

This one is easy! Ensure that you own and have control over the domain associated with the email addresses you will be using for sending emails.

3. Email Authentication

Implement and configure email authentication mechanisms, specifically DMARC and DKIM, for your domain. Make sure that these mechanisms are correctly set up to protect your domain ownership and email communications.

To set up DMARC, you need to create a DNS TXT record for your domain with your DMARC policy and reporting email address, specifying how email receivers should handle messages that fail authentication checks.

For example: "v=DMARC1; p=quarantine; rua=mailto:dmarc@example.com." Then, publish this record in your domain's DNS settings to enable DMARC enforcement and reporting on email authentication.

To set up DKIM, generate a pair of cryptographic keys, a private key for signing outgoing emails and a public key for publishing in your domain's DNS records. Configure your email server or email service provider to use the private key for signing messages, and add the corresponding public key as a DNS TXT record for your domain, specifying the selector and key data.

4. Obtain a Verified Mark Certificate (VMC)

Contact a trusted Certificate Authority (CA) that supports BIMI and apply for a Verified Mark Certificate (VMC). The CA will verify your domain ownership during this process, establishing a trusted link between your domain and your brand's logo and enhancing email security.

5. Logo Hosting

Host your logo on a publicly accessible web server. Ensure that the logo file is in SVG format and adheres to BIMI's technical requirements. You will need to provide a URL where your logo can be retrieved.

6. HTTPS for Logo URL

Ensure that the URL where your logo is hosted uses HTTPS (SSL/TLS) for secure hosting. BIMI implementation requires a secure connection to retrieve the logo.

7. Generate a Logo Hash

Calculate a hash of your logo file using the SHA-256 algorithm. This hash will be included in your BIMI DNS record and helps ensure the integrity of the logo.

8. Create DNS Records

Add the necessary DNS records for your domain:

Create a BIMI DNS record that specifies the location (URL) of your logo, the VMC reference, and the logo hash. The format of this record will look like:

Replace "example.com" with your domain, and replace "YOUR_LOGO_HASH" with the calculated SHA-256 hash of your logo.

9. Monitor and Maintain

Regularly monitor your BIMI implementation to ensure that your logo URL, DNS records, and VMC remain up-to-date and compliant with BIMI requirements. Renew your VMC as needed.

10. Test and Verify BIMI Implementation

Send test emails to verify that your BIMI logo is correctly displayed in email clients that support BIMI.

Verify that the email clients and providers used by your recipients support BIMI. BIMI adoption may vary among different email services.

Overcoming Common BIMI Challenges

Setting you up for success with BIMI goes beyond tackling what to do right. It also hinges on your ability to handle some common email marketing roadblocks that have been known to get in the way of BIMI implementation. Here are three of the most common BIMI challenges and how to handle them.

Challenge: DNS Configuration Issues

Issue: Incorrect or incomplete DNS configuration can hinder BIMI implementation, leading to logo display failures or inconsistencies.

Solution: Carefully follow BIMI DNS record formatting guidelines, ensuring that your BIMI record specifies the correct logo URL, Verified Mark Certificate (VMC) reference, and logo hash.

Use DNS verification tools or consult with DNS experts to confirm that your DNS records are set up accurately.

Challenge: Logo Design and Scaling

Issue: Designing a logo that remains recognizable and visually appealing when dynamically scaled for various email clients can be challenging.

Solution: Opt for a simple and clean logo design with legible text and graphics to ensure it remains identifiable at smaller sizes. Design your logo in a vector format like SVG (Scalable Vector Graphics). Vector graphics are resolution-independent and can be scaled up or down without losing quality or clarity. This ensures that your logo looks sharp regardless of its size.

Ensure that your logo's design is clear and not overly detailed, as intricate details may be lost when the logo is displayed at smaller sizes. Simple, easily recognizable logos tend to work best!  Lastly, make sure you preserve the original aspect ratio of your logo. It's crucial to keep the proportions consistent to ensure that your logo appears as intended without distortion. If your logo is originally square, it's best to keep it square in the BIMI implementation.

Always test your logo in different email clients and devices to assess how it appears when scaled. Make design adjustments as needed.

Challenge: Limited Email Client Support

Issue: BIMI adoption varies among email clients and providers, and not all recipients may see BIMI logos.

Solution: Focus on reaching the largest portion of your target audience. Prioritize BIMI implementation for email clients with broader support, such as major webmail providers. Apple (iOS 16, iPadOS 16, and macOS Ventura 13 or later, and iCloud.com), Gmail, and Yahoo are a few examples of email clients that support BIMI logos.

Continue to monitor BIMI adoption trends and update your implementation strategy as support grows among email clients.

Measuring the Impact of BIMI

How do you know if BIMI is working for your email marketing goals? Use these KPIs as a starting point for determining your BIMII success rate.

• Logo Display Rate or Open Rates: Monitor the rate at which your BIMI logo is displayed alongside your emails. This metric indicates how often email clients that support BIMI actually show your logo. Many email service providers and domain hosting platforms provide BIMI-specific reports that indicate whether your logo was successfully displayed in recipients' inboxes. Alternatively, you may utilize email analytics and tracking tools to monitor open rates for BIMI-enabled emails.
• Click-Through Rates (CTR): Analyze the CTR for BIMI-enabled emails versus non-BIMI emails. If the presence of your logo positively influences recipient behavior, you should see higher click-through rates.
• Conversion Rates: Measure the conversion rates for email campaigns that use BIMI. Assess whether BIMI contributes to higher conversion rates by enhancing recipient trust and engagement.
• Brand Recognition: Conduct surveys or assessments to gauge whether recipients recognize and trust your brand more when they see your logo in emails. You can track improvements in brand recognition over time.
• Phishing Mitigation: Monitor the effectiveness of BIMI in reducing phishing incidents. If BIMI helps recipients distinguish between legitimate and phishing emails, you should observe a decrease in phishing-related issues.

Email With OneSignal

Looking for more ways to boost email campaign performance in harmony with your other messaging channels? OneSignal’s unique approach to omnichannel marketing gives businesses a way to leverage time-based triggers and sophisticated segmentation to deliver email campaigns that look as good as they are relevant to users.

Try it out for yourself — your first 5,000 email sends are on us!

Think about the last time you were bombarded with phone notifications for a product or service completely unrelated to your lifestyle. It might as well be a reminder to unsubscribe, right?

The challenge with mobile marketing, as you likely already understand, is making users feel heard as their interests and needs continuously change. Addressing these interests requires you to deliver unique content over a variety of channels, two of the most effective being email campaigns and push notifications.

Does certain content perform better over email than push? Absolutely. Can push notifications out-pace email when it comes to crucial marketing KPIs? Most definitely.

Deciding when and how to use email vs. push is a great place to start optimizing content. But these are merely complementary tools in your mobile messaging toolbelt. Superior user engagement can only begin when you combine these two powerful channels together.

How to Use Push Notifications and Email Together

By using push notifications and email in harmony with one another, you create a well-rounded communication strategy that leverages the strengths of each channel while compensating for each other’s limitations.

Let’s look at three scenarios where email and push notifications shine brighter together.

Onboarding and Activation

Let’s use a real-world example. Say you have a new fitness app that helps users track their workout goals.

You want to ensure that users complete their initial setup and avoid churning immediately after download. Here's how you can use email and push notifications together to promote active app engagement with your fitness app.

Step 1: Welcome Email

• As soon as a user signs up for the app, send them a welcome email. In this email, provide a brief introduction to your app's features and benefits.
• This email includes a clear call-to-action (CTA) encouraging users to complete their profile setup and start adding their fitness goals.

Step 2: Push Notification #1 (Same Day)

• If the user hasn't completed their profile setup within a few hours, send a push notification with a reminder.
• This push notification is concise and attention-grabbing, such as "Don't forget to set your fitness goals! Tap here to complete your profile."

Step 3: Profile Setup Email (Next Day)

• Send an email with a more detailed guide on setting up a profile and adding fitness goals. This is also a fantastic place to incorporate your value-add. Why should users care about adding their fitness goals?
• Include screenshots or step-by-step instructions to make the process as easy as possible. Your email subject line is compelling and promotes immediate action, "Get the Most Out of Your Fitness Journey: Complete Your Profile Now."

Step 4: Feature Showcase Email (2 Days Later)

• Send an email showcasing some of the app's key features, such as tracking workouts, setting nutrition goals, or joining challenges.
• Include success stories or testimonials from other users to inspire engagement.

Step 5: Push Notification #2 (2 Days Later)

• Send a push notification highlighting one specific feature of the app, such as "Track your workouts and see progress in real-time!"
• Include a direct link to the app's relevant section. Read up on deep linking best practices to unpack this in more detail.

Step 6: Goal Achievement Email (3 Days Later)

• Send an email congratulating users on completing their profile and setting their fitness goals.
• Mention the benefits they'll receive from using the app consistently.

Step 7: Push Notification #3 (3 Days Later)

• Send a push notification encouraging users to log their first workout or meal using the app.
• Use motivational language like "Start your fitness journey strong – log your first workout now!"

Step 8: Ongoing Engagement

• You have engagement momentum! Continue to use email and push notifications to encourage users to track their progress, participate in challenges, and engage with the app's community.
• Provide regular updates, tips, and personalized content to keep users engaged and motivated.

Takeaway: Email and Push Give the Gift of Complimentary Content (that keeps on giving)

Email provides space for much more comprehensive content, including detailed product descriptions, images, and links to various resources. Push notifications, with strict character limits, are better for quick, attention-grabbing updates or calls to action. Combining both channels is key to balancing both brevity and depth in your ongoing messaging strategy.

Sending push notifications the same day as emails, and then sticking to a short, daily follow-up sequence ensures campaign visibility while giving users time in between notifications to complete their onboarding. Remember, your daily reminders only continue if users are not completing their activation steps. This is merely a framework for a jumping-off point — Start thinking about ways to apply this scheduled format to your onboarding sequence.

For example, you may wish to substitute the “Feature Showcase” email (step 4) with a “Getting Started Guide” where you provide a step-by-step guide or checklist to help users get started with your app. This type of email can be particularly useful for complex or multi-step processes.

Further Reading

• What to Include in a User Onboarding Email
• How to Write Better CTAs
• How to Personalize Push Notifications

Promotion and Reminders

Sticking with the above fitness app example, let’s say you’re running a special sale on premium subscription plans. You want to inform users about the promotion, create a sense of urgency, and encourage them to upgrade. Let’s create a powerful 1-2 punch with email and push notifications designed to engage.

Step 1: Sale Announcement Email

• Send an email to all app users announcing the sale on premium subscription plans.
• Include details about the discount, benefits of the premium subscription, and a clear CTA to upgrade.

Step 2: Push Notification #1 (Same Day)

• Segment a push notification to users who haven't opened the email yet.
• Make it attention-grabbing with a message like "🔥 Flash Sale Alert! Get Premium Access Now at a Special Price."

Step 3: Sale Reminder Email (Next Day)

• Send an email as a reminder of the ongoing sale, emphasizing its limited duration.
• You incorporate visually appealing graphics, images, or GIFs that showcase the value of your app’s premium features.

Step 4: Push Notification #2 (Next Day)

• Send a push notification with a countdown timer, highlighting that the sale is ending soon.
• Your message highlights urgency, creating a sense of FOMO:  "⏰ Hurry! Only [X] Hours Left to Grab Premium at a Discount."

Step 5: Exclusive Offer Email (2 Days Later)

• Send an email to users who haven't upgraded yet, offering an exclusive deal, such as a free fitness eBook or a one-month meal plan subscription, upon upgrading.
• You also add a dynamic countdown timer to the email to emphasize the limited time remaining in the sale.

Step 6: Push Notification #4 (3 Days Later)

• Send a push notification in the afternoon, emphasizing that it's the last chance to secure the discount and exclusive bonus.
• Use an urgent message like "Final Hours! Last Chance to Secure Your Premium Access Before It's Gone!"

Step 7: Post-Sale Follow-Up

• After the sale, send a thank-you email to users who upgraded during the promotion.
• Continue to engage and retain premium subscribers with personalized content, workout plans, and updates.

Takeaway: Email and Push Maximizes Messaging Coverage

Push notifications provide immediate visibility, appearing on a user's device screen even if they aren't actively using an app. Email, on the other hand, remains in an inbox until the user checks it. This combination ensures that important messages are seen promptly and aren't accidentally glazed over throughout the day.

Further Reading

• How to Grow a Subscription-Based Business
• Promotional Messages vs. Transactional Messages
• 6 Cross-Channel Optimization Tips to Boost Engagement

Cart Abandonment Recovery

Users often add fitness equipment and accessories to their cart but abandon them before completing the purchase. You want to recover these abandoned carts and encourage users to finalize their orders by leveraging multiple touchpoints through email and push notifications.

Step 1: Abandoned Cart Push Notification (For empty carts over one hour)

• Send a push notification as a gentle reminder. Include a message like "Don't give up! Your cart is waiting for you."

Step 2: Abandoned Cart Email #1 (Same Day)

• Follow up with a cart recovery email including a list of the items in their cart, high-quality images, and their total value.
• Add a clear CTA button that reminds them how easy it is to jump back in and finish shopping: "Complete Your Order Now."

Step 3: Cart Reminder Push Notification (Next Day)

• Send another push notification the next day to re-emphasize the importance of completing the order.
• Use a message like "Don't miss out on your fitness essentials. Finish your order today!"

Step 4: Abandoned Cart Email #2 (2 Days Later)

• Send a second email that includes a reminder of the items in the cart, but this time, add a limited-time discount or offer to sweeten the deal.
• Create urgency with a subject line like "Exclusive 10% Off: Your Cart is About to Expire!"

Step 5: Final Cart Reminder Push Notification (2 Days Later)

• Send a final push notification, emphasizing that it's the last chance to complete the purchase and use the discount.
• Use an urgent message like "Last Day: Redeem Your 10% Discount Before It Expires!"

Step 6: Post-Recovery Engagement

• After successfully recovering a cart, send a follow-up transactional email thanking the user for their purchase and providing order details.
• Encourage users to explore other features of the app, such as workout plans or nutrition tracking that directly augment their original purchase.

Step 7: Order Update Push Notification

• Send a follow-up push notification with important delivery updates such as when their item has shipped or an estimated time of arrival.

Takeaway: Email and Push Create a Perfect Storm of Urgency

Because of their immediate deliverability and visibility, push notifications are ideal for conveying time-sensitive or urgent information, such as cart abandonment recovery, flash sales, breaking news, or appointment reminders. Emails are better suited for detailing the value behind the urgency, along with rich media assets (like countdown timers) to visually drive the point home. Using both channels allows you to create a sense of urgency for users while utilizing longer-form content to provide important context for your campaigns.

Further Reading

• How to Write More Effective Cart Recovery Emails
• 3 Ways to Automate Abandoned Cart Notifications
• Abandoned Cart Recovery for Shopify eCommerce Stores

Avoiding Communication Overload

The key to success with combining email and push lies just as much in strategy as it does in understanding what not to do.

While you should feel comfortable crafting cross-channel messaging journeys, be wary of message fatigue. Bombarding users with too many messages can lead to irritation and frustration, ultimately driving them to disable notifications, or uninstall altogether. Additionally, excessive messaging can dilute the impact of important updates, causing users to ignore or overlook genuinely valuable content. To mitigate these risks, it's crucial to strike a balance, respect user preferences, and carefully segment and tailor messages to ensure they provide meaningful value and relevance to each individual user.

Use the following strategies to avoid message fatigue and preserve quality engagement with your users:

• Segment Your Audience: Divide your user base into segments based on preferences, behavior, and engagement levels to send targeted and relevant messages, reducing the risk of overload.
• Opt-In and Preference Controls: Provide users with clear opt-in choices and preference settings, allowing them to customize the frequency and type of messages they receive. When you’re ready to really start reducing opt-outs, you can optimize your user preference center to allow users to choose exactly where and how frequently they wish to receive messages from you.
• Consistent Schedule: Maintain a consistent communication schedule, so users know when to expect updates. Avoid excessive messaging outside of the established schedule.
• Content Relevance: Ensure that every message adds value and relevance to the user. Avoid sending redundant or generic content that may contribute to overload.
• Feedback Mechanisms: Encourage user feedback and act upon it to fine-tune your communication strategy. Listen to user preferences and adjust messaging accordingly to strike the right balance.

Check out 7 Easy Solutions to Mitigate the Risks of Over-Messaging to help reduce user churn and promote user retention!

The Best of Both Worlds With OneSignal

Elevate your messaging strategy with an easy-to-learn visual workflow builder dedicated to multi-channel mapping. OneSignal Journeys takes the simplicity of a click-and-drag builder and powers it with custom triggers and precise moments to amplify engagement… across all channels. Start crafting your email and push Journeys with OneSignal’s Pro Plan to see what the hype is about!

Messaging is vital in providing a direct line from companies to their audience, but with great power comes great responsibility. After all, even large corporations can mess up and confuse their audience - see Starbucks’ seank or HBO Max’s intern. Messaging mistakes have real consequences, from bad press to a cascade of dreaded unsubscribes.

That’s why it is important to be purposeful in making sure your users have the right permissions. Companies often have various teams working on different projects. Perhaps you’re a global company with multiple teams operating independently in various geographies. Or you’re a gaming company managing a portfolio of games. Or you’re an agency managing multiple clients. In each case, you likely want more control over who can do what.

Role-Based Access Control (RBAC) is a common safeguard for companies to restrict system access based on role types. Here at OneSignal, we offer three role types at both the app and organization levels to help improve your account security.

Benefits of Multiple Roles

• Restrict who can send messages to guard against accidental sends
• Control access to account credentials and keys to protect against hacked accounts and publicly exposed API keys
• Increase access and visibility to more people in your company without worrying they might mess something up
• Prevent different teams or regions from accessing each other’s instances
• Exercise more oversight over new employees that are getting up to speed​​

Admin Role

The Admin role has full control. Admins can change important account information such as user management, API keys, platform settings, and integrations. Organization Admins also have the ability to manage apps, security, and billing. This role is well-suited for account owners, developers, and trusted users that need full access.

Editor Role

The Editor role has control over messaging, including creating and sending messages as well as updating any live messages, such as those in Journeys. This also includes managing user Data Tags, which affects the target audience. This role is well-suited for day-to-day users that are trusted to manage campaigns, including content writers, external contractors, and designers.

Viewer Role

The Viewer role permits read-only access to view user and notification data. These users just need simple access to see campaigns and associated data. This role is well-suited for interns, data analysts, or consultants.

If you’d like to dig deeper, you can find a more granular chart breaking down differences between roles in our documentation.

Ready to improve your account security? All paid plans can assign Viewer roles, while Editor roles are available for Professional and Enterprise Plans.

Anyone who has been doing business online for the last 20-odd years can tell you that email newsletters are a cost-efficient way to engage interested users and fuel audience growth in harmony with other marketing channels.

But this isn’t 20-odd years ago, and if you’re looking for ways to increase email newsletter subscribers, you need to be aware of how the digital messaging landscape has changed and how to optimize your email newsletter for maximum appeal.

Want to get your email campaign ducks in a row before diving into newsletter best practices? Our free guide on optimizing email performance covers everything you need to boost email performance.

How Have Email Newsletters Changed Most Recently?

As technology has elevated the user experience exponentially in recent years, user expectations have equally reached new heights.

​​With the increasing adoption of mobile devices for checking emails, newsletters have shifted toward mobile-responsive designs to ensure a seamless viewing experience on smartphones and tablets. This includes a strong tendency towards a clean and minimalist design, focusing on concise and impactful content to avoid overwhelming subscribers on the go.

Most importantly, the last five years have seen an explosion of advanced personalization techniques for mobile-first platforms, allowing marketers to segment their email subscriber lists and send hyper-relevant content based on user preferences, behaviors, and demographics. The modern email newsletter now implements several sophisticated features to foster engagement and regularly nudge users toward conversions:

• Dynamic content blocks are now commonly used in newsletters to display different content to different segments of subscribers based on their unique preferences.
• Personalization extends beyond just the subscriber's profile. Newsletters can incorporate contextual information like weather, location-based offers, or time-sensitive events to make content more relevant.
• Some newsletters can integrate real-time data, such as current inventory levels or pricing, to provide accurate and up-to-date information to subscribers.
• Businesses incorporate user-generated content, such as reviews or testimonials, in newsletters to provide a more authentic and personalized experience
• Subject lines are tailored to individual preferences, increasing the likelihood of the email being opened.

Tactics to Capture More Email Newsletter Subscribers

These strategies are designed specifically to address today’s messaging standards with newsletters tuned for high-intent engagement.

1. Optimize Newsletter Sign-Up Forms

It’s the gateway for collecting subscriber information and the pivotal point in which your website visitors have shown explicit intent to engage with your brand on a regular basis — your newsletter sign-up form is not a place you can afford to mishandle.

This is your chance to establish new user relationships, collect valuable subscriber data, and drive brand engagement through low-cost email marketing. When thinking about newsletter sign-up forms, it’s best to start with the attitude of a tenacious real estate agent… location, location, location!

Placing a sign-up form prominently on your homepage, such as in the header, sidebar, or its own dedicated section, ensures that visitors are immediately exposed to the option to subscribe. Inserting sign-up forms within your blog posts or at the end of articles captures engaged readers who are interested in further updates on related topics. If you're running campaigns or offering specific content through landing pages, incorporate sign-up forms to capture leads who are specifically interested in the campaign's theme. Keep in mind, that some pages allow you to add a subscription popup, and some pages may not, depending on your CMS integrations and current email marketing software.

To read more about how Blue Wizard, a mobile gaming studio, boosted their email newsletter subscribers with the addition of an email capture web prompt, check out the case study.

The copy on your sign-up form should be straightforward and concise. Make it abundantly clear what subscribers will be receiving from you, how often they’ll be receiving it, and what value it brings to them. Consider creative approaches to your CTA (call to action) to resonate with your target audience. Whether you're targeting a younger, passionate demographic with a CTA that reads “Join the Movement” or you’re sticking to a more traditional tone of voice with “Subscribe for Updates,” be intentional and consistent.

Remember, timing matters! For example, you may set up your subscription prompt to only trigger after someone is on a landing page for 90 seconds to ensure that you are not disrupting their natural engagement with your content. Soliciting newsletter subscriptions is a bit like fishing — yank the rod too late and they’ve left your site, yank the rod too early and you run the risk of pestering users away.

2. Optimize for Mobile Devices

With a significant portion of email opens occurring on mobile devices (more than 80%), a seamless mobile experience is essential. While we’re on the subject of crafting high-performing newsletter sign-up forms, let’s talk about how to tailor this experience for your mobile users. A mobile-friendly sign-up process that's easy to navigate and complete on small screens encourages visitors to subscribe without frustration. Your goal here is to remove barriers to entry by carefully crafting your sign-up forms for short attention spans and thumb-friendly gestures.

Mobile Sign-Up Tips:

• Keep sign-up forms concise by requesting only essential information. Longer forms can be a deterrent for mobile users.
• Enable autocorrect and autocapitalization to enhance the typing experience and reduce errors.
• Make form fields large enough for easy tapping, even for users with larger fingers.
• Mobile pop-ups can be intrusive and difficult to close on small screens. Instead, use embedded forms that seamlessly integrate with the content.

However, the newsletter sign-up form is just the beginning of the journey. Your newsletter itself must be compatible with all screen sizes while remaining engaging and easy to read. When optimizing newsletters for mobile devices, the principle of responsive design takes center stage in ensuring a seamless user experience.

A critical aspect of this optimization is the presentation of content in a simplified and efficient manner. By focusing on succinct headlines, concise text, and strong CTAs, the mobile-friendly design streamlines information delivery. Additionally, opting for a single-column layout aligns well with the vertical scrolling common on mobile screens, maintaining a coherent content flow. Don’t forget to optimize images for mobile display, preventing slow loading times and enabling images to fit naturally on the screen, eliminating the need for inconvenient zooming.

3. Implement Exit-Intent Popups

Exit-intent pop-ups are a powerful tool for capturing newsletter subscribers by targeting visitors who are about to leave your website. These pop-ups are triggered when a user's behavior indicates that they're planning to exit the page, offering a final opportunity to engage them and encourage subscription.

Exit-intent pop-ups capitalize on the moment when a user is most likely to disengage. By offering something of value — such as exclusive content, a discount, or insightful updates — you entice users to reconsider leaving and instead provide their contact information to receive the promised benefit.

Use these tips to create an effective exit-intent popup that re-engages users and encourages newsletter subscriptions:

• Set the pop-up delay to appear just as the user is showing exit intent, but not immediately upon landing. This may be measured via time on page or predictive mouse cursor behavior. You want to ensure that visitors have had a chance to engage with your content before being prompted to subscribe.
• Keep the subscription form simple by asking for only essential information, such as email address and maybe a name. Reducing the number of form fields increases the likelihood of conversion.
• Include an easy-to-locate option for users to close the pop-up if they're not interested. Respect their decision and offer a positive user experience.

4. Offer Incentives for Subscriptions

Incentives, or lead magnets, are value-driven rewards offered to website visitors in exchange for their email addresses or other contact information. These incentives are designed to entice users to subscribe to your newsletter by providing immediate value and meeting their specific needs or interests. The most common forms of newsletter sign-up lead magnets include ebooks, guides, checklists, templates, webinars, exclusive content, and discounts.

The concept behind lead magnets is to offer something enticing that addresses a pain point, offers a solution, or provides valuable insights. By showcasing the benefits subscribers will gain, you create a win-win scenario: visitors receive valuable content, and you gain permission to continue engaging them through your newsletter.

Examples of Effective Lead Magnets:

• Ebooks and Guides: Offering in-depth guides or ebooks that provide actionable insights on a specific topic of interest to your target audience. For instance, a digital marketing agency could offer an ebook on "10 Strategies to Boost Social Media Engagement."
• Checklists and Templates: Providing practical resources like checklists, templates, or worksheets that help users solve a problem or streamline a process. A health and fitness website might offer a "7-Day Meal Planning Template."
• Webinars and Workshops: Hosting live or recorded webinars on topics that align with your expertise. A financial advisory firm might host a webinar on "Smart Investment Strategies for Beginners."
• Exclusive Content: Offering access to exclusive content that's not available elsewhere, such as premium articles, case studies, or research reports.
• Discounts and Promotions: Providing subscribers with special offers, discounts, or early access to new products or services.

5. Create Compelling Content

Enticing subscriber interest goes beyond one-off incentives — it must permeate throughout your email newsletter content as well. Be intentional with creating high-quality, compelling content that addresses subscriber pain points, provides actionable value, and showcases your expertise in your niche.

Let’s take a look at some real-world examples of how to accomplish various newsletter goals with relevant content.

Value Exchange

You run a health and wellness newsletter that focuses on providing subscribers with practical tips for maintaining a healthy lifestyle. Each newsletter contains exclusive recipes, workout routines, and mindfulness techniques. Subscribers eagerly open your emails because they know they'll receive valuable content that helps them improve their well-being. This consistent value exchange fosters loyalty among subscribers, who appreciate the effort you put into delivering informative and actionable content. As a result, they remain engaged with your newsletter and are more likely to support your brand and offerings.

Engagement and Trust

You're the owner of an online fashion boutique, and your email newsletters regularly feature curated style guides, fashion trends, and exclusive discounts. Subscribers eagerly anticipate your emails because they consistently provide visually appealing content that helps them stay updated on the latest fashion trends and make informed purchasing decisions. As your newsletters consistently deliver value, subscribers come to trust your brand's taste and expertise in the fashion industry, which encourages them to continue engaging with your content and makes them more likely to recommend your brand to others.

Demonstrating Expertise

You're a fitness enthusiast running a fitness blog. Over time, you've consistently produced well-researched articles on a variety of topics, from workout routines to nutritional advice. Your articles are not only informative but also showcase your deep understanding of the science behind fitness and health. Readers notice the depth of your knowledge and appreciate your ability to translate complex concepts into easily understandable content. This consistent demonstration of expertise positions you as a thought leader in the fitness niche. As readers come across your newsletter sign-up form, they're more likely to subscribe, confident that your newsletter will provide them with valuable insights and expert guidance.

Check out our guide on best practices for writing email newsletters to learn more strategies for engaging subscribers and encouraging conversions.

6. Leverage Social Media

Social media platforms hold immense potential for driving newsletter subscriptions due to their vast user bases and engagement capabilities. By leveraging the reach and interactivity of platforms like Facebook, Instagram, Twitter, and LinkedIn, you can effectively promote your newsletters and attract a wider audience.

Engagement is key to fostering a loyal audience on social media and increasing exposure to your email newsletter. Purposeful interaction not only enhances your brand's reputation but also builds a sense of community and trust. This may take several forms across different social media platforms:

• Pinned Posts: Pin a post at the top of your social media profiles that promotes your newsletter and its value. This ensures that every visitor to your profile sees the promotion immediately.
• Stories: Utilize temporary stories on platforms like Instagram and Facebook to provide sneak peeks of your newsletter content, showcase subscriber testimonials, or highlight exclusive offers available to subscribers.
• Regular Updates: Regularly share posts that highlight the benefits of subscribing to your newsletter. Use eye-catching visuals and compelling captions to capture the attention of your followers.
• Teasers and Previews: Share snippets or summaries of your newsletter content to pique interest and encourage sign-ups for the full experience.
• Contests and Giveaways: Organize contests or giveaways that require participants to subscribe to your newsletter for a chance to win. This incentivizes sign-ups and can quickly expand your subscriber base.

As you engage with your social media followers, remember to stoke the fires of interest by responding promptly to comments, messages, and inquiries — the dialogue between you and your following is a two-way street! Encourage your existing subscribers to share their experiences with your newsletter. Sharing user-generated content can build trust and credibility among your followers.

7. Give Users More Options

Incorporating a user preference center as part of your email marketing strategy not only helps you retain subscribers but also encourages new sign-ups. When people see that they can tailor their email experience to their liking, they are more likely to subscribe in the first place, knowing they won't be inundated with irrelevant content.

In the current online landscape of spam emails, over-notifying, and digital clutter, your subscribers expect a certain degree of control over their inboxes. Giving user their own digital menu to control their email preferences can drastically reduce your email unsubscribes. Instead of opting out completely, they can simply opt for less frequent or different types of emails.

The best part? User preference centers work both ways. By providing options for subscribers to select the types of content they want to receive, you create additional opt-in opportunities. For example, a subscriber who initially signed up for general updates might later choose to receive your specialized industry newsletter. This not only retains the subscriber but also increases their engagement with your brand.

Check out our guide on creating user preference centers to learn more!

Remember, the key to healthy user relationships is demonstrating that you're willing to cater to their specific needs, rather than simply pointing your marketing megaphone at them. Brand loyalty begins with trusting your users to make some of their own choices!

A Quick Recipe For More Engagement: Just Add Email!

With OneSignal, adding email to your existing multi-channel messaging strategy has never been easier. If you’re ready to start leveraging this powerful channel for personalized, automated newsletters check out our email quickstart. No worries if you’re still on the fence. Our pricing structure allows you to experience our no-code email composer for free.

Launching a new mobile app is a thrilling endeavor that represents the culmination of creativity, innovation, and hard work. In many ways, it’s the modern-day version of cutting the big red ribbon for the grand opening of your new business. The anticipation has reached a fever pitch of making your platform available to a vast audience, providing new value, and potentially revolutionizing the way people live, work, or entertain themselves. What will users think? How many monthly active users (MAU) will participate? Does this little app have what it takes to go viral?

However, this crucial phase is also littered with challenges that demand careful navigation if your fledgling app is to survive.

Problem 1: Low App Visibility

App stores are flooded with millions of apps across various categories. As a result, even well-designed and innovative apps get buried under the sheer volume of competing offerings. Between limited marketing budgets and competing with established apps, new apps need to fight tooth and nail just to be noticed, let alone downloaded.

How to Improve App Visibility

At the heart of ASO (app store optimization) lies the art of keyword optimization. Keywords are the words and phrases users input when searching for apps. They’re the foundation of discovery for your target audience, so you must choose relevant and high-traffic keywords that encapsulate your app's core functionalities. Incorporating these keywords strategically within your app's title, subtitle, and description can significantly boost your app store rankings.

App Store Optimization Tips:

• Your app name and title are the biggest ranking factors that algorithms use in placing your app in search results. In both the Google Play Store and the Apple App Store, you’re limited to 30 characters. Include your highest-priority keywords and brand name here.
• Research keywords in your category and prioritize claiming those with high search volumes and low competition. These keywords should be used naturally throughout your app store listing. Don’t overstuff with keywords — keep your listing easy to read!
• Apple App Store ranking is strongly influenced by keyword optimization, user engagement, and app quality. Google Play Store app ranking is more strongly influenced by user reviews, app ratings, and download numbers.
• Your app icon should be easily recognizable on small screens, appear clearly on both light and dark backgrounds, and not replicate UI elements within the logo; it should represent your app's purpose, not its interface!

Don’t Forget!

Reviews and ratings play a crucial role in determining the visibility and success of a new mobile app on both app stores. Apps with higher ratings and more positive reviews are likely to appear higher in these lists, leading to increased visibility.

Leveraging in-app surveys to solicit user feedback is the most direct way to combat negative reviews, build social proof, and make your new app more visible in the process.

Problem 2: Lack of Initial User Base

Gaining traction with a new user base during a mobile app launch is an uphill battle marked by fierce competition, limited initial awareness, and the challenge of capturing users' attention in a crowded digital landscape. With countless apps already established, breaking through requires overcoming the inertia of user habits and convincing them of your app's unique value proposition.

How to Get Users for a New App

Early bird incentives can be a powerful strategy to drive new users and generate buzz for a new mobile app launch. By offering special rewards, benefits, or discounts to users who adopt the app early, you create a sense of urgency and motivation that encourages them to download and engage with your app. When users know they have a limited window to access special offers, they're more likely to take immediate action to benefit from the incentives. Make that FOMO work for you!

Early Bird Incentive Examples:

• Fitness App - Personalized Workout Plans
  - Incentive: Offer early users a free one-month subscription to personalized workout plans tailored to their fitness goals.
  - Impact: This incentive appeals to fitness enthusiasts who are looking for effective workout routines. It encourages them to download the app, experience the value of personalized plans, and potentially convert to long-term subscribers.
• Mobile Game App - Exclusive In-App Currency
  - Incentive: Provide early users with a substantial amount of exclusive in-game currency that can be used to unlock rare characters, power-ups, or items.
  - Impact: Gamers are enticed by the prospect of progressing faster and enhancing their gameplay experience. Offering a significant amount of in-game currency as an early bird incentive encourages users to download the game and start playing immediately to enjoy these benefits.

You'll also want to leverage social media to attract a larger user base leading up to a new app launch. Engaging with online communities and forums related to your app's domain can foster relationships and subtly introduce your app to the online world.

Social Media Reminders For New Mobile Apps:

• Encourage user-generated content, hold contests, and implement hashtags to enhance your app's discoverability.
• Promote early bird incentives through posts to create a sense of urgency.
• Utilize video content to showcase app features and tutorials, capitalizing on higher engagement rates.
• Collaborate with influencers within your app's niche to lend credibility and widen your reach.

The crux of a successful social media strategy lies in delivering value to your audience, nurturing engagement, and fostering genuine connections that drive users to your new app launch.

Don’t Forget!

For wider exposure, consider leveraging paid mobile user acquisition. This refers to the practice of acquiring new users for your mobile app through paid advertising and marketing efforts. This involves investing in various advertising channels such as social media ads, search engine marketing, display advertising, influencer collaborations, and more to promote your app and attract users. This strategic approach helps generate traction in a competitive app market if you’re able to keep your customer acquisition costs (CAC) under control.

Make sure you review how to calculate your customer acquisition costs and how to improve user lifetime value (LTV) to maximize profit.

Problem 3: Poor User Onboarding Experience

There’s nothing worse than botching a first impression, and the consequences are the same in the digital world. A confusing or inadequate app onboarding process can have disastrous effects on your app's initial user experience and overall success. It can lead to user frustration, a lack of engagement, and increased abandonment rates during those crucial early stages. Negative first impressions due to poor onboarding can lead to low user retention and negative reviews, hindering your app's ability to gain a strong foothold in a competitive market.

How to Create a Better Onboarding Experience

A smooth onboarding sets the tone for the entire user experience, making people feel welcome and confident in using the app from the start. A user-friendly onboarding experience minimizes confusion with the inclusion of a brief tutorial, allowing users to quickly grasp how to navigate and utilize the app.

Remember, an intuitive onboarding process leads to positive user experiences, increasing the chances of users leaving favorable reviews. Effective onboarding lays the foundation for continued user satisfaction, retention, and growth beyond the initial launch of your app.

New App Onboarding Tips:

• Simplicity: Keep the onboarding process simple and easy to follow, focusing on the app's core features.
• Minimal User Input: Minimize the amount of user input required during onboarding to expedite the process.
• Personalization: Collect basic user preferences during onboarding to tailor the experience to individual needs.
• Progress Indicators: Show users how far they are in the onboarding process to set expectations.

When you’re ready to fully tackle this process, we suggest you check out this helpful guide for how to build an effective mobile app onboarding process.

Problem 4: Technical Glitches and Bugs

For newly launched mobile apps, technical issues and bugs can be a major source of frustration for both users and developers. Bugs can disrupt the user experience, causing crashes, freezes, or unexpected behaviors. This disrupts users' interactions and hinders their ability to use your app effectively. Encountering technical issues immediately after downloading an app is a guaranteed way to cause new user churn, not to mention poor reviews and ratings.

How to Launch an App Bug-Free

Thorough testing and quality assurance are paramount before launching a new mobile app, as they lay the foundation for a smooth user experience. Identifying and addressing potential technical issues, glitches, and bugs pre-launch helps prevent user frustration, negative reviews, and loss of credibility.

Bug-Free Testing Must’s:

• Utilize Beta Testing: Enlist a group of beta testers to provide real-world usage feedback and catch any hidden issues.
• Compatibility Testing: Test the app on different devices, screen sizes, and operating system versions to ensure consistent performance.
• Performance Testing: Evaluate the app's speed, responsiveness, and resource usage to identify any performance bottlenecks.
• Error Handling and Recovery: Verify that the app handles errors gracefully and provides clear instructions for users to recover.

Don’t Forget!

In-app messaging serves as a vital communication channel to maintain strong user engagement and transparency during updates and bug resolutions for a newly launched app. As updates are rolled out, in-app messages proactively inform users about new features, improvements, or changes, ensuring they are well informed and prepared for the evolving app experience.

Moreover, in the event of bugs or issues, real-time in-app messaging allows you to address users directly, providing explanations, status updates, and estimated timelines for fixes. This transparent approach not only minimizes user frustration by keeping them informed but also showcases your dedication to delivering a seamless user experience.

Check out these six in-app messaging examples from successful apps to see for yourself!

Problem 5: Limited Features and Content

Users are more likely to abandon an app that missing features to captivate their interest or provide value. Without engaging activities or functionalities, users have little reason to spend time within your app. And that’s how all too many new apps get lost in new user churn.

How to Add Value to Your New App

By consistently introducing innovative functionalities, refining the user experience, and offering content that resonates with your target audience, your app can establish itself as an indispensable solution. Regular updates, driven by user insights and market trends, create a sense of anticipation and encourage app retention, fostering a positive cycle of growth and user satisfaction.

Easy Ways to Add Value for New Apps:

• Gamification: Integrate game-like elements such as challenges, rewards, and leaderboards to boost engagement.
• Push Notifications: Use targeted push notifications to inform users about new features, content, or updates.
• In-App Events: Organize special events, challenges, or promotions to keep users engaged and excited.
• Roadmap Planning: Develop a clear roadmap outlining when and how new features and content will be introduced, ensuring a well-paced rollout.
• Educational Resources: Provide tutorials, tooltips, or guided tours to introduce new features and content to users.
• Feedback Loop: Encourage people to provide user feedback on new features, and use this input to refine and improve them over time.

Problem 6: Monetization Struggles

On one hand, effective monetization strategies are essential for sustaining app growth and profitability. On the other hand, an overly aggressive approach can harm the user experience, leading to frustration, decreased engagement, and even user abandonment. Striking this balance requires careful consideration of user needs, preferences, and pain points.

How to Monetize Your New App

The singular best advice for monetizing a newly launched app is to prioritize user value and experience above all else. Focus on delivering a high-quality app that meets user needs and provides genuine value. When users find your app indispensable and enjoyable, they are more likely to engage with monetization features such as in-app purchases, subscriptions, or ads.

App Monetization Inspiration:

• Diversify Monetization: Consider a mix of monetization methods that align with your app's nature and user base. This could include in-app purchases, subscriptions, ads, affiliate marketing, or selling digital goods.
• Freemium Model: Offer a free version of the app with basic features and provide premium features through a paid subscription or one-time purchase. This allows users to experience the app before committing to payment.
• Regular Updates: Continuously improve the app based on user feedback and industry trends. Regular updates can introduce new features and content that justify subscription costs or premium pricing.
• Segmentation: Segment your user base to tailor monetization methods to different user groups. What works for one group might not work for another.

Read more about how app monetization works to explore monetization models in detail.

Problem 7: Retention and Engagement Problems

It’s easy to satisfy user expectations during the initial excitement of downloading a new app, but sustaining user app engagement requires ongoing effort. Without consistent updates, fresh content, and meaningful interactions, users will lose interest and abandon your app. The challenge lies in consistently delivering value, addressing evolving user needs, and creating a compelling reason for users to return on a regular basis.

How to Engage and Retain New Users

Mobile user segmentation is the name of the game. This begins by dividing your user base into segments, or targeted categories, based on behavior, preferences, and demographics. Segmented push notifications deliver tailored content to specific user groups, ensuring that users receive relevant updates, promotions, and incentives that resonate with their unique preferences. If you are going to interrupt your user’s day with an alert on their phone, it better be relevant and add value to their lifestyle. The more positive conditioning you inspire with personalized user interactions, the more sustained engagement you will see.

In-app messaging, on the other hand, assists users during onboarding, guides their interactions, and educates them about features. By providing timely tips, offering personalized recommendations, and celebrating their achievements, in-app messages create a sense of value and personal connection, both of which help reduce mobile app churn.

Use Cases for Retention-Driven Messaging:

• Push: Recommend content or products based on users' past interactions and preferences.
• Push: Alert users about limited-time promotions or discounts on items they've shown interest in.
• Push: Remind users about abandoned carts and offer an incentive to complete their purchase.
• Push: Provide location-specific notifications about nearby events, deals, or services.
• In-App: Provide interactive tutorials that guide users through specific features they haven't used yet.
• In-App: Display personalized progress trackers that showcase users' accomplishments or usage history.
• In-App: Offer in-app rewards or bonuses for users who haven't engaged with the app recently.
• In-App: Provide contextual messages based on the user's current location, time of day, or usage pattern.

Mobile Messaging That Engage From the Start

OneSignal was founded by app developers who were looking for a better way to reach their audience and nurture user relationships. Today, we offer industry-leading multi-channel messaging tools designed to delight mobile users with personalized content. Our platform is painless to set up, requires no development work, and allows you to get started for free.

Personalized messaging is the cornerstone of modern marketing. As the demand for tailored content continues to grow, understanding the significance and intricacies of user preference centers has become paramount for businesses that prioritize customer engagement, uphold data privacy, and foster trust.

The user preference center touches everything from preferred communication channels (email, SMS, push notifications) to frequency controls, putting your users’ in charge of their journey with your platform.

Whether you're new to this concept or are seeking to optimize your existing strategy, we’re here to equip you with insights to navigate the world of user preference centers effectively. Best practices and preference center examples right this way.

What is a Preference Center?

A user preference center, often referred to as a preference management center or a preference portal, is a digital menu that allows users to control and customize their preferences related to marketing communication, transactional updates, content, and data sharing.

In today’s permission-based marketing environment, data privacy and messaging consent are key drivers of fostering a positive user experience and lasting retention across all channels.

What is Permission-Based Marketing?

Permission-based marketing involves obtaining explicit consent from individuals (opting in) before sending them marketing messages or collecting and using their personal data for marketing purposes. The preference center serves as a tool to manage and maintain this consent.

Do User Preference Centers Impact Marketing ROI?

Yes, user preference centers have a significant impact on marketing ROI! When users have control over their communication preferences through a preference center, they are more likely to engage with content that matches their interests, resulting in improved open rates and click-through rates.

Moreover, preference centers can drastically reduce push unsubscribe rates along with reducing email spam complaints, both of which run the risk of tanking user engagement and email deliverability.

For a full walkthrough of optimizing email deliverability, along with with other email optimization tactics, check out our extensive guide to email optimization.

Why Do You Need a Preference Center?

The inclusion of a preference center is truly a win-win solution for brands and consumers. Let’s explore both sides of the coin.

From The Business Perspective:

From a compliance standpoint, many regions have data protection regulations that require businesses to obtain explicit consent from users before sending marketing messages or collecting data. A preference center helps businesses adhere to these regulations and avoid costly penalties or damage to their reputation.

These are the three key compliance standards to be aware of:

• General Data Protection Regulation (GDPR): GDPR is a comprehensive data protection regulation in the European Union that impacts how personal data is collected, processed, and used. It emphasizes the need for user consent and provides individuals with the right to control their data. User preference centers are instrumental in allowing users to provide explicit consent for data processing and to manage their communication preferences.
• California Consumer Privacy Act (CCPA): CCPA is a privacy law in California, USA, that grants consumers certain rights over their personal data. It requires businesses to inform users about their data collection practices and to allow users to opt out of data sharing with third parties. User preference centers can provide the means for users to exercise these rights.
• CAN-SPAM Act: The CAN-SPAM Act in the United States regulates commercial email communications. It requires businesses to honor opt-out requests promptly and provide clear mechanisms for users to unsubscribe from email communications. User preference centers play a role in enabling users to manage their email preferences and unsubscribe easily.

Most importantly, by allowing users to customize their communication frequency and content, preference centers also act as the strongest defense against unsubscribes. Unwanted messages can lead to users unsubscribing from email lists or mobile notifications altogether. With a preference center, users can adjust their preferences rather than unsubscribing completely, allowing you to maintain engagement, build brand loyalty through user trust, and strengthen key marketing metrics (higher open rates, click-through rates, and conversion rates.)

The best part? A carefully monitored preference center can yield insightful data for future, targeted marketing. The deeper you understand user preferences and behaviors, the more targeted and relevant your marketing messages can become!

Explore more about email segmentation best practices and in-app segmentation to further dial in your personalization strategy.

From The User Perspective:

As the founder, marketer, or product manager of your platform, you must answer the evergreen question in every users’ mind: “Why should I interact with your brand?” After you’ve accomplished this, a user preference center places the control firmly back into the hands of your users to decide how they interact with your brand.

For many, this means reducing clutter. A visit to the preference center means opting in or out of specific types of messages, clearing up their inboxes and ensuring they only receive content that's relevant to them. For others it’s a matter of digital privacy, with the preference center acting as a destination to manage their data-sharing settings, and provide peace of mind that their personal information is being used responsibly.

The important thing to remember is that the seeds of a better user experience often produce fruit for your bottom line. When users feel they have control over their interactions and data, they are more likely to trust your brand or platform. This trust is essential for maintaining positive user relationships. By receiving content and communications that align with their preferences, users are more likely to engage with your content, boost app retention, and close the gap for meaningful conversions.

How are Preference Centers Used for Email, Push Notifications, and SMS?

Preference centers are used to manage user communication preferences for various channels, including email, push notifications, and SMS. Let’s look at how they are typically used for each of these communication methods.

Email Preference Center

• Subscription Management: Users can select the types of emails they want to receive, such as newsletters, promotional offers, product updates, and more.
• Frequency Control: Users can choose how often they want to receive emails, whether it's daily, weekly, monthly, or on a custom schedule.
• Content Preferences: Users can indicate their interests, allowing businesses to send relevant content that aligns with their preferences.
• Unsubscribe Options: Users can easily unsubscribe from specific email types or from all email communications if they no longer wish to receive messages.
• Profile Updates: Users can update their contact details or preferences in case of changes.

Push Notification Preference Center

• Topic Preferences: Users can choose the topics or categories for which they want to receive push notifications, ensuring they only get notified about content relevant to them.
• Event Triggers: Users can set preferences for specific events or triggers that prompt push notifications. For example, they might choose to receive notifications for new product releases or special offers.
• Quiet Hours: Users can set quiet hours during which they don't want to receive push notifications, ensuring that their sleep or work hours are undisturbed.
• Notification Types: Users can decide which types of push notifications they're interested in, such as updates, promotions, reminders, and more.

SMS Preference Center

• Message Types: Within an SMS preference center, users can select the types of SMS messages they wish to receive, such as transactional messages, marketing promotions, appointment reminders, etc.
• Opt-In and Opt-Out: Users can provide explicit consent to receive SMS messages or opt out of receiving them altogether.
• Frequency Control: An SMS preference center allows users to choose how often they want to receive SMS messages, whether it's limited to certain days or times.
• Content Preferences: Users can indicate their preferences for the content of SMS messages, ensuring that the messages are relevant and valuable to them.
• Unsubscribe Options: Users can easily stop receiving SMS messages if they no longer want to be contacted via this channel.

A Note on Opt-in vs. Opt-out

Historically, there are cases where "opt-out" email marketing has been used, particularly in situations where there's an existing customer relationship. In "opt-out" email marketing, individuals are added to an email list without explicit consent, but they are given the option to unsubscribe or opt-out from receiving future emails. This approach is riskier in terms of potential negative reactions from recipients, such as marking emails as spam or damaging the brand's reputation — both of which harm email deliverability.

Using an "opt-in" approach is generally considered best practice and aligns with permission-based marketing principles and data protection regulations in many jurisdictions.

"Opt-in" means that individuals explicitly provide their consent to receive marketing emails before they are added to an email list. This approach respects user preferences, privacy, and the right to control the communications they receive. It also helps businesses avoid sending unwanted or unsolicited messages, which can lead to higher engagement rates and a more positive brand perception.

Some countries have strict regulations, such as the General Data Protection Regulation (GDPR) in the European Union or the CAN-SPAM Act in the United States, which emphasize the "opt-in" approach and require explicit consent for email marketing. Adhering to these regulations is critical to avoid legal issues and maintain a positive relationship with customers.

Best Practices For Creating a User Preference Center

A well-designed user preference center should encompass several key elements to satisfy users who wish to manage their communication preferences. Use these user preference center best practices to make sure yours is giving customers the best possible experience.

Communication Channels & Subscription Preferences

Clearly present the various communication channels (email, push notifications, SMS) that users can manage within the preference center. Not only does this help people understand the scope of their customization options, but it also helps ensure users will choose their experience on a device-to-device basis, rather than completely unsubscribing from your messaging campaigns.  

You should also give users the ability to select the types of subscriptions they're interested in receiving, such as newsletters, promotions, or updates. Users are more likely to engage with content that interests them. Allowing users to choose their preferred content types ensures that they receive messages relevant to their preferences. Consider including buttons that allow users to quickly select all or deselect all communication types. This provides a convenient option for users who want to make broad choices quickly.

Clear Communication Throughout

Provide a concise explanation of what the preference center is and why it's important. Highlight the value users gain by customizing their preferences. When users understand the value they'll receive by customizing their preferences, they are more likely to invest time in setting their preferences.

Use user-centric language that focuses on how the preference center is for the user's benefit. Avoid jargon or overly technical terms that might confuse users. Include a brief one-line description of each preference toggle that elaborates on the value proposition and clarifies the user's control over communication preferences.

For example, one of the messaging preferences you give your users may be whether or not to receive a “Community Digest” email. Most people will not know what this means based on the name alone — provide context.

Community Digest: Your curated weekly recap of blog posts and a sneak peek of future releases.

A note on accessibility: Ensure that the text is easy to read and accessible for all users, including those with disabilities. Use appropriate font sizes, contrast, and alt text for images.

Visual Consistency

Maintain a consistent visual style that aligns with your brand's colors, fonts, and overall design elements. A preference center that aligns with your organization's branding creates a cohesive experience for users, enhancing brand recognition and credibility.

Frequency Settings

Allow users to choose how often they want to receive communications, ensuring they don't feel overwhelmed with too many messages. Bombarding users with frequent messages can lead to unsubscribes or disengagement. Allowing users to customize their frequency helps prevent message fatigue.

Consider including an "As-it-Happens" option for users who want to receive immediate notifications for certain types of content, such as breaking news or urgent updates.

Opt-In/Opt-Out

Give users the option to opt in or out of each communication type and channel. Explicit consent is key! Clearly explain that users need to provide consent to receive communications. For example, "Please select the communication types you'd like to receive."

Present a list of available communication types with checkboxes, allowing users to choose which types of content they want to receive. Providing users with more upfront options in your permission prompt can be an effective way to personalize their experience without asking them to visit the preference center early on in their journey.

Image Description: The OneSignal email newsletter prompt allows visitors to choose what types of email updates they’d like to receive.

Additionally, consider including an "Unsubscribe" or "Opt-Out" option that allows users to decline all communications. Ensure this option is easy to find and clearly labeled.

For legal and ethical reasons, it's generally recommended to have opt-in by default, meaning users should actively select the types of communication they want to receive.

Use straightforward language that clearly indicates whether a checkbox represents opting in or opting out. Avoid confusing or ambiguous labels.

Privacy and Data Sharing

Offer users control over how their data is used and shared, including options for data collection and sharing with third parties. Clearly communicating how user data is collected, stored, and used fosters transparency and demonstrates your organization's commitment to ethical data practices. But it’s not enough to simply demonstrate your knowledge of these regulations, you have to follow them too! Many data protection regulations require explicit user consent for data processing. Allowing users to control their data preferences ensures compliance with these regulations.

If applicable, inform users whether their data will be shared with third parties, such as partners or affiliates. Clearly state the reasons for such sharing. If data sharing with third parties is optional, present an opt-in option that allows users to choose whether their data can be shared beyond your organization.

Provide a link to your organization's privacy policy, where users can find detailed information about data handling practices.

User Preference Center Examples

Let’s look at a couple of real-life preference center examples, along with what they did right and wrong.

Poor Preference Example #1

The user preference center for this popular guitar tab app features a series of toggles for their push notification messaging. While thoughtfully designed with the brand’s color scheme, this preference center example suffers from poor content formatting. They have over-segmented their options, resulting in an experience that only inspires user eyes to glaze over an overly long list of options.

Additionally, they leave out all context for explaining what some of these features are or the benefits they carry with them. What is a “shot” and why should I care about being notified about one?

Poor Preference Example #2

This user preference center offers customization options that make sense on a category-by-category level, however, it’s just plain hard to make sense of. “Off: Push” is not a natural or intuitive way to express these settings! We have already been conditioned (as both app users and human beings) to read left to right and have our digital interfaces reflect a bold, simplistic format. This preference center accomplishes neither!

Strong Preference Center Example #1

PayPal’s preference center does a wonderful job of reinforcing, upfront, the importance of curating your own experience. You’re here to choose content relevant to your interests! They have also designed their preference toggles with action-oriented language and a foolproof interface.

Notice, they include a disclaimer reminding users that they will still receive transactional messages regarding sensitive account info, outside of any marketing campaigns.

Strong Preference Center Example #2

This user email preference center from the outdoor hiking app, AllTrails, exceeds in its simplicity and at-a-glance design. They also include an “unsubscribe from all” option to make life much easier for users who wish to quickly and easily escape any and all notifications. And again, we see an intentionally placed disclaimer clarifying the continuation of important app purchase information.

Could there be a little more context for what “AllTrails Gear Shop” notifications are or why we should care about new feature announcements? Sure. However, the fact that this user preference center makes it impossible to get lost makes it a humble success in our eyes.

Use OneSignal to Centralize Your User Preferences

Whether you’re syncing your existing preference center to OneSignal or you’re ready to build your own, custom unsubscribe page, we are ready to help you get started. OneSignal allows you to track unsubscribe changes back to your app and tailor notifications based on different subscription segments to make your content lightyears more relevant than your competition.

We’re excited to announce our recent release of new SDKs and APIs to help you better identify your users as people, not devices. This intuitive user-centric model is now available in production.

We are carefully managing the release to make it easier for new users to onboard as well as minimize disruptions for existing customers.

Benefit from Improved Data Management

Use the new SDKs and APIs to unlock the following benefits:

Access User Data Across Channels

We’ve streamlined data availability across your messaging channels. When you add Data Tags in one channel, you can easily access the same Data Tags across all channels. Whether you send a push notification, in-app message, email, or SMS, you can use the same user-level data to create a consistently personalized user experience.

Streamline User-centric Analysis

You now have insight into how many users you have rather than how many devices you can message. Understanding your business on a user level improves your ability to manage sales and revenue projections. Evaluating your messaging across channels also helps you avoid over-messaging and create the right balance in outreach.

Improve the Integrations Experience

Many of our key integrations are similarly oriented around the concept of a user. This upgrade makes it easier to export audience cohorts and import engagement data for a more streamlined experience without having to match on a device level. Integrations with Adobe, Amplitude, MixPanel, and Segment are currently supported.

Access New Features

To access new and future features, you need to upgrade to the latest version of the SDK. While we will continue to support the current versions for some time, new features are not backward compatible.

What’s Changing?

ID Hierarchy

1. [NEW] onesignal_id: We added a new internal onesignal_id to track a user
2. [NEW] alias_id: You can now add one or more new alias_id to associate your third-party integrations
3. subscription_id: The existing player_id has been renamed as the new subscription_id
4. external_id: The existing external_user_id, which is a type of alias_id, has been renamed as the new external_id

We’re replacing the concept of a “player” with the concept of a “subscription.” The subscription uniquely identifies a recipient in a messaging channel. For example, your iPhone has a subscription_id, and your iPad has a different subscription_id. Your email and phone number similarly each have a different subscription_id. You can continue to create subscriptions either via SDK, API, integration sync, CSV upload, or manually added in the dashboard.

Note: We still require you to add an alias_id or external_id to your subscriptions in order to link multiple subscriptions to a single user.

User Data

We’ve added new user- and subscription-oriented APIs and introduced the concept of namespaces to make updating data across different sources easier. We’ve split the data you currently have on your audience between what’s universal for the user and what’s specific to the subscription.

User-level data is accessible regardless of which messaging channel you’re contacting them on, such as Data Tags, language, country, and first_session. This information is available across channels.

Subscription-level data is relevant for that particular messaging channel, such as session_count, app_version, and device_type. This information is available for the specific channel and helps you better target within the channel.

We also better support multiple end users on the same device with new login and logout functions.

Does This Apply to Me?

New Customers

If you’re a new user, welcome! The user model approach is the standard approach for all new apps.

Existing Customers

If you’re already using OneSignal, you have access right now. Migrate for an improved experience if you want to unify your user data across channels sooner rather than later. If you depend on an integration, check the list of supported integrations.

If you don’t have the resources currently, your technical setup can stay the same, for now. However, the sooner you upgrade, the sooner you unlock access to new functionality around user management.

What Happens if I Don’t Migrate?

While we’ll continue to maintain our old SDKs and APIs, they will follow our typical end-of-life policy. Eventually, we will no longer support the device-centric SDKs and APIs (version 4 and below for mobile, version 15 and below for web).

How to Access These Updates

1. Follow the developer guide
2. Set alias_id or external_id for your subscriptions to unify channels under the same user
3. Get your end users on your newest app version

We welcome any and all feedback in this quick survey.

A cross-channel messaging platform is only as strong as its ability to play nice with your existing messaging tools. At OneSignal, we’re proud to be in the business of building these bridges, most recently with our introduction of webhooks for OneSignal Journeys.

Your OneSignal messaging now seamlessly sends user data to third-party analytics tools, support ticket systems, and other external messaging providers. This means higher-impact messaging flows and some entirely new ways to fine-tune your mobile marketing strategy for quality engagement.

Let’s take a look at five distinct use cases for webhooks and how they can be used to open brand-new doors for OneSignal Journeys.

Need a refresher on webhooks? Check out some of the most frequently asked questions about webhooks!

Use Cases For Webhooks With OneSignal

Here are five ways you can use webhooks in Journeys to create high-impact sequences:

1. Trigger WhatsApp Messages

This one has been a long time coming! Journeys webhooks unlocks new messaging triggers for WhatsApp.

WhatsApp boasts an enormous user base, with almost 3 billion monthly active users globally, making it an incredibly popular and widely adopted messaging platform. By leveraging WhatsApp in your mobile messaging strategy, you can tap into this vast audience and reach potential customers on a platform they already use and trust.

WhatsApp also supports multimedia messaging, enabling you to engage with users through images, videos, and voice messages, making your interactions more dynamic and engaging.

Consider the following scenario. You are a mobile app developer, and you want to welcome new users to your app by sending them a personalized WhatsApp message. To achieve this, you integrate webhooks to collect user data and trigger the WhatsApp message when a new user signs up. Guide them to success by pointing them towards popular features, content, or a high-value action.

Interested in learning more? Check out our documentation on setting up Journeys webhooks.

We encourage you to take advantage of Journeys Webhooks with WhatsApp to ensure that users receive timely greetings without any manual intervention. It’s a perfect way to create a personalized and seamless onboarding experiences for new users!

2. Expand Your Reach With Previously Unsupported Channels

Your messaging reach is more powerful than ever, now that you can streamline your multi-channel marketing efforts with consistent messaging across all channels.

Use webhooks to trigger messages on other channels and providers not currently supported by OneSignal to engage with a broader audience, increase your brand visibility, and multiply your potential customer interactions. You now have one hub to simplify the process of creating, scheduling, and tracking messages across different channels.

For example, you may want to create a Journey that automatically triggers a digital postcard service to support an upcoming promotion.

We’re bringing the same hyper-relevant messaging power you’ve come to know and love with OneSignal to previously unsupported providers.

Take it a step further by automating this integration to save time and minimize the chances of errors, and save time in the process. Utilizing webhooks to integrate unsupported channels is a time-effective alternative to building custom integrations or separate platforms for each individual channel.

As new channels emerge or existing channels evolve, you can quickly integrate them into your messaging flow using webhooks, allowing you to stay flexible and adapt to changes in an ever-changing messaging landscape.

3. Create Cohesive Remote/Live Config Experiences

Using Journeys webhooks, you now have the power to integrate live config capabilities directly within your mobile messaging flow for your most responsive messaging campaigns yet.

For example, let’s say one of your users just redeemed an in-app reward. Instead of hardcoding the reward behavior into the app itself, add a branch after the in-app message based on user responses. Then add a webhook step to send the user EUID and reward information to your backend system to handle reward redemptions dynamically.

Remember, the most effective mobile messaging is based on specific user data. This real-time personalization ensures that users receive relevant and engaging reward messages at the optimal time for engagement and conversion.

Journeys also allow you to make adjustments to messaging campaigns without requiring app updates or manual interventions. This flexibility enables agile campaign management, allowing you to experiment with different messaging strategies, optimize performance without interruption, and respond promptly to user feedback.

4. Reach Out at the Right Time

By sending user data from OneSignal to your backend or BI tools, you can access deeper insights into user identifiers or attributes, enabling a whole new level of data-driven decision-making.

Did an email subscriber complete a demand generation sequence? Update your CRM or BI system to show that they are ready to be reached out to by the sales team.

Webhooks allow you to send data as users interact with your app, ensuring that data is up-to-date and accurate. Sending user data to your backend or BI tools enables data tag and User ID analysis, which can lead to valuable insights for better decision-making, content personalization, and user segmentation.

5. Create Support Tickets Based on User Engagement

Did a recently canceled subscriber not give any in-app feedback on why they canceled? Give them a few days and then add a webhook that tells your support system to create a ticket for that user – no manual intervention required.

By instantly creating support tickets based on user segments, your support team can respond promptly to customer inquiries or issues.

If there is any department that must operate like a finely-tuned machine, it’s customer support. By implementing webhooks, you elevate your support team’s ability to operate efficiently and take on the volume of support tickets necessary to preserve customer loyalty!

6. Export Data to Zapier

With Journeys Webhooks you can automatically send data to Zapier straight from a Journey to trigger actions, updates, and more on another platforms without involve technical resources.

Configure a webhook template, connect it to Zapier (via a Catch Hook in Webhooks by Zapier)  and then add it to a Journey to get started.

The integration of webhooks and Zapier streamlines the process of transferring user data from OneSignal to other apps and services, eliminating the need for manual data entry and ensuring data consistency across platforms.

Keep in mind, this is only scratching the surface of what Journeys Webhooks brings to the table for OneSignal users.

Ready to get started? Learn how to get started with Webhooks for Journeys in three minutes!

OneSignal Just Got More Powerful

Journeys webhooks is available exclusively for our annual plans. To learn more about how your organization can take advantage of Journeys webhooks and unlock access, reach out to our team to get started!

We know that your customer engagement strategy happens across systems. You need your messaging, analytics, support, and backend tools to talk to each other. And at their best, these platforms should work together to help you understand your users’ behavior and act on that data.

That’s why we’re excited to launch webhooks for Journeys. With this new feature, you can connect OneSignal Journeys to third-party tools directly from our intuitive visual builder. This means you can automate cohesive Live Config experiences, send messages on brand new channels, automatically send user information to tools like Zapier, and more from Journeys.

Create Cross-Platform Journeys

From a single source of truth, combine your OneSignal messaging with third-party tools to trigger WhatsApp messages, send a one-time batch of user information, and more. (And for ongoing data syncs, you can rely on our powerful suite of integrations with top analytics, attribution, data, and CMS platforms.)

Webhooks for Journeys let you connect OneSignal with your:

• Backend system
• Business intelligence tool
• Other message providers
• Analytics tool
• Automation tools (e.g., Zapier)
• Support ticket system
• And more

…all from our intuitive visual builder. Use these connections to create cohesive customer journeys that extend across systems.

Craft Cohesive Customer Experiences

The foundation of any successful customer engagement sequence is a clear strategy and multiple touchpoints. Since you can now use Journeys to automate across platforms, this means that you can focus more time on getting your strategy right and less time synchronizing your various systems.

Here are a few ways you can use webhooks in Journeys to create high-impact sequences:

• Create cohesive Live Config experiences: Did a user redeem an in-app reward? Tell your backend system to add that bonus to that user’s profile.
• Reach out at the right time: Did an email subscriber complete a demand generation sequence? Update your CRM or BI system to show that they are ready to be reached out to by the sales team.
• Trigger personalized messaging on other channels: Is a user not engaging with your push or email campaigns? Get creative with your re-targeting by triggering direct mail or WhatsApp messages.
• Create support tickets based on user engagement: Did a recently canceled subscriber not give any in-app feedback on why they canceled? Give them a few days, and then create a support ticket to follow up.
• And more!

How to Use Webhooks in Journeys

1. Create a Journey

To get started, create a Journey and map out your messages, logic, and Data Tags. Once you’re ready to set up your webhooks, add a webhook step to your Journey.

Want some Journeys inspiration? We’ve provided lots of detailed Journeys examples, including combining push and email and omnichannel messaging.

2. Configure your Webhook

Next, create your webhook template to send user data to the right URL in the target external tool.

3. Activate the webhook and set your Journey live!

Be sure to consult the preview before activating the webhook template. Once it’s finalized, the corresponding journey live! Check back in after a day or two to measure your results and tweak as necessary.

Learn More about Journeys Webhooks

This feature is available exclusively for our annual plans. To learn more about how your organization can use Journeys Webhooks and unlock access, reach out to our team.

Unsubscribers, spam complaints, staggering bounce rates.

Within the realm of email marketing, it is up to you how to approach these common obstacles: reactively or proactively. Although a reactive approach makes identifying email complications easier (because you’re waiting for them to happen), a proactive approach represents the things you can do now, before the complications arise, to ensure your email campaigns remain healthy.

Learning how to verify and validate email addresses before you send an email is one of the best ways to maximize the effectiveness of your email marketing efforts. Think of it as paving the road before you drive it rather than waiting for the potholes to introduce themselves to you.

Looking for more proven email marketing strategies? The OneSignal guide to email optimization covers everything from mobile design to send time and frequency adjustments.

What is the Difference Between Email Validation and Email Verification?

Though often used interchangeably, email validation and verification are two different processes with completely different levels of depth.

What is Email Validation?

Email validation is the process of checking whether an email address is properly formatted and follows standard syntax rules. The primary goal of email validation is to ensure that an email address is correctly structured and does not contain any obvious errors or typos. The validation process typically involves checking for the presence of "@" symbol, the domain name format, and the absence of spaces or special characters.

For example, during email validation, an address like "john.doe@example" would be flagged as invalid due to the missing ".com" or domain extension. Similarly, an address like "john doe@example.com" would be considered invalid due to the presence of a space.

Email validation helps to identify and eliminate invalid or poorly formatted email addresses before they are added to your mailing list or used in email campaigns. However, it does not guarantee the deliverability or existence of the email address.

What is Email Verification?

Email verification goes a step beyond email validation. This process not only confirms whether an email address is valid in terms of syntax but also involves checking the existence of the email domain and validating that the mailbox is able to accept incoming emails.

During email verification, various techniques like checking the DNS records (MX records) of the domain, performing a ping test, or using SMTP (Simple Mail Transfer Protocol) commands are used to verify the email address's deliverability. We will cover these processes later in this article.

Email verification helps to identify not only invalidly formatted addresses but also inactive or non-functional email addresses that might lead to bounces or affect the sender's reputation negatively. When you verify your email list you are promoting better email deliverability rates and improving the chances of reaching the intended recipients with your campaigns.

Why Email Verification and Validation Matter

While practicing some intentional “email marketing hygiene” doesn’t sound like fun work, it’s ultimately the task that sets up your campaigns for efficiency and for avoiding negative campaign metrics (unsubscribes, high email bounce rates, and low click-through rates.)

Verification and Validation Keep Your Email List Clean!

We can’t talk about email verification and validation without discussing the importance of keeping a clean email list. When you regularly verify and update your email list, you reduce the chances of sending emails to invalid or inactive addresses that result in bounces. High bounce rates can signal to email service providers that your emails are not valuable or engaging, leading to lower deliverability rates and potential placement in recipients' spam folders.

By keeping your list “clean,” you demonstrate to email providers that you are a reputable sender, increasing the likelihood of your emails reaching your audience's inbox.

Learn more about what causes email bounces!

It’s also worth noting a clean email list almost always improves engagement and conversion rates. Sending emails to a targeted and engaged audience increases the likelihood of recipients opening, reading, and acting upon your marketing messages. The less time and resources you spend on uninterested or non-responsive recipients, the more you have to focus your efforts on those genuinely interested in your content!

As a result, you can expect higher click-through rates, lower unsubscribe rates, and an overall higher brand perception among your subscribers.

How do you handle email unsubscribes when you can’t prevent them? Our guide on managing and avoiding email unsubscribes goes into everything you need to know.

How Invalid Email Addresses Affect Your Sender Reputation

If unchecked, invalid email addresses create a bit of a cascading avalanche of email performance issues, especially as it concerns your ESP (email service provider) reputation.  

When you send emails to a large number of invalid or non-existent addresses, it results in a high bounce rate, indicating to email service providers that your email list may be outdated, purchased, or poorly managed. A high bounce rate signals a lack of engagement and relevance, leading to email providers classifying your emails as potentially spammy or low-quality. Consequently, your sender reputation diminishes, and your future emails are more likely to end up in recipients' spam folders, affecting your overall deliverability and diminishing the effectiveness of your email marketing campaigns.

How to Validate an Email Address Without Sending an Email

Now that we understand the importance of email verification and validation, let's dive into some actionable strategies that will help you give your email list a serious tune-up.

Opt-in and Double Opt-In

Implementing an email opt-in strategy involves providing users with the option to subscribe to your email list voluntarily. This initial consent serves as the first step of validation, ensuring that the email address is not obtained through illegitimate means or without the owner's knowledge. To encourage sign-ups, place clear and visually appealing sign-up forms on your website, blog, or landing pages. Offer an incentive, such as a discount, exclusive content, or access to a valuable resource, to entice visitors to subscribe. Additionally, ensure that the opt-in process is user-friendly and hassle-free, with a prominent call-to-action (CTA) that clearly communicates the benefits of joining your email list.

A double opt-in takes the process one step further by requiring subscribers to confirm their intent to join the email list through a verification email. After users sign up, an automated email is sent to their provided address, asking them to click a confirmation link. This step further ensures that the email address is valid and that the subscriber genuinely wants to receive emails from you. While double opt-in may lead to a slightly smaller list size, it results in higher engagement and reduces the chances of fake or mistyped email addresses cluttering your list.

Here are some tips for implementing new subscriber confirmation emails:

• Automate the Process: Set up an automated confirmation email to be sent immediately after someone subscribes to your email list. This ensures a seamless and timely experience for the new subscriber.
• Personalize the Content: Make the confirmation email welcoming and personalized. Address the subscriber by name, express gratitude for joining, and reiterate the value they will receive from your emails. Learn more about email segmentation best practices here!
• Include Clear Call-to-Action (CTA): Clearly instruct the subscriber to click the confirmation link or button to complete the subscription process. Use a prominent CTA that stands out and encourages action. Start writing better CTAs and don’t forget to A/B test!
• Explain the Benefits: Remind subscribers of the benefits they will receive by confirming their subscription. Highlight exclusive content, promotions, or useful information they will gain access to.
• Set Expiration Time: Encourage prompt action by setting an expiration time for the confirmation link. This fosters a sense of urgency and helps keep your list free from inactive or uninterested subscribers.

By combining opt-in and double opt-in measures, you create a powerful mechanism for building and maintaining a legitimate email list from the get-go rather than leaving more verification work for yourself down the road.

Email Syntax and Formatting Checks

Email syntax and formatting checks are an essential part of the email validation process, as they help identify and correct errors in email addresses before they cause deliverability issues or affect the quality of your subscriber list

To ensure that email addresses follow the correct syntax, you can implement validation checks during the sign-up or data-collection process. Use regular expressions or validation libraries to verify that email addresses contain the "@" symbol, a domain name with at least one period (e.g., ".com," ".org"), and valid characters without spaces or special characters.

Regular expressions – A set of programming sequences that match and manipulate strings of text, allowing you to find and validate specific patterns within a larger text.

Validation libraries – Pre-built software components or frameworks that provide various functions to validate email addresses. Many programming languages have their own validation libraries or built-in functions for email validation.

Additionally, set up client-side validation on your website's sign-up forms to provide real-time feedback to users, prompting them to correct any formatting errors before submitting their email addresses.

Identifying common formatting errors involves checking email addresses for frequent mistakes made during data entry, such as missing "@" symbols, spaces, or incorrect domain names.

Common formatting errors worth correcting include:

• Missing "@" symbol or multiple "@" symbols
• Spaces before or after the email address
• Lack of a top-level domain (TLD) extension (e.g., ".com," ".org")
• Incorrect placement of dots or underscores
• Using invalid special characters
• Repeated or missing characters in the domain name (e.g., "yahooo.com" or "yaho.com")
• Using non-alphanumeric characters in the domain (e.g., "yah*oo.com")
• Entering the email address in all uppercase or lowercase
• Using a domain name that doesn't exist or is misspelled (e.g., "gmal.com" instead of "gmail.com")

Domain and MX Record Verification

Validating the domain of email addresses ensures that domains are legitimate and active, increasing the chances of successful email delivery. Additionally, checking the Mail Exchange (MX) records of the domain verifies the existence of a mail server capable of receiving emails.

Let's look at both these processes:

Validating the Domain

To validate the domain of an email address, you can follow these steps:

1. Domain Syntax Check: Ensure that the domain name follows the standard syntax rules. It should contain only alphanumeric characters, hyphens, and dots, with no spaces or special characters.
2. DNS Lookup: Perform a Domain Name System (DNS) lookup to check the domain's authoritative DNS records. A successful lookup confirms the existence of the domain and its configuration.
3. WHOIS Lookup: Utilize WHOIS lookup tools to obtain domain registration information. Verify that the domain is registered and has not expired or been suspended.
4. Domain Blacklists: Check if the domain is listed on any email blacklists, as this can indicate spammy behavior or suspicious activity.

Checking MX Records for Mail Server Existence

To verify the existence of a mail server for the domain, follow these steps:

1. MX Record Lookup: Perform an MX record lookup for the domain to identify the mail servers responsible for receiving emails. The absence of MX records indicates that the domain cannot receive emails.
2. SMTP Handshake: Establish an SMTP (Simple Mail Transfer Protocol) connection with the mail server and initiate a handshake. A successful handshake confirms the mail server's readiness to accept incoming emails.
3. Ping Test: Conduct a ping test on the identified mail servers to check their responsiveness. A successful ping indicates an active and reachable mail server.
   
   An email ping test is similar to a regular internet ping, but instead of checking if a website or server is responsive, it checks if an email address is valid and active. It's like sending a tiny signal to the email address, and if it receives the signal and responds, it means the email address is likely working and can receive emails.

Choosing an Email Verification Tool

There are numerous third-party email validation services, such as ZeroBounce, that email marketers can use. Many of these services can verify the syntax of email addresses, check for common formatting errors, and assess whether the email domain exists and is configured to receive emails.

Although we’ll save a verification tool deep dive for another blog, we do have some tips to keep in mind when choosing your provider:

• Accuracy and Reliability: Look for a tool with a reputation for high accuracy in email verification. Check customer reviews and testimonials to ensure it consistently provides reliable results.
• Validation Methods: Verify what methods the tool uses for email validation. Ideally, it should perform syntax checks, domain verification, and mailbox ping tests to ensure comprehensive verification.
• Data Security and Compliance: Prioritize tools that prioritize data security and comply with privacy regulations. Ensure that your data remains protected and that the tool doesn't retain or share your subscriber information.
• Integration and Compatibility: Consider whether the tool seamlessly integrates with your existing email marketing platform or CRM system. Compatibility will make the verification process more efficient and streamlined.
• Batch and Real-time Verification: Choose a tool that offers both batch verification for large lists and real-time verification for immediate checks during sign-ups or data collection.
• API and Automation: If you require frequent verifications or have a large volume of data, opt for a tool with robust API capabilities and automation features to simplify the verification process.
• Pricing and Plans: Compare pricing models and plans offered by different tools. Consider factors like the number of verifications allowed, pay-as-you-go options, or monthly subscriptions that fit your needs and budget.
• Customer Support: Ensure the tool offers reliable customer support, including access to documentation, FAQs, or a responsive support team to assist you whenever needed.
• Additional Features: Some email verification tools offer extra features, such as duplicate removal, domain blacklisting, or integration with marketing automation platforms. Assess if these features align with your requirements.
• Free Trials or Demos: Take advantage of free trials or demos offered by the tool to test its performance and interface before committing to a long-term subscription.

How to Deal with Inactive Email Addresses

Inactive email addresses may be dormant (and worth removing from your email list) but some of them may be salvageable. This is where email re-engagement campaigns come in. Once you’ve segmented the inactive emails you wish to target for re-engagement, you should create dedicated campaigns to reactivate these subscribers.

Consider these elements when crafting your campaigns to maximize your chances of re-engagement:

• Personalization: Use personalized content and dynamic elements to show subscribers that you value their preferences and understand their needs.
• Win-Back Offers: Provide special win-back offers, such as discounts or freebies, to encourage inactive subscribers to return and make a purchase.
• Survey and Feedback: Send a survey or feedback request to understand why subscribers disengaged and gather insights for improving your content or email frequency.
• Opt-Down Options: Offer the option for subscribers to opt-down their email frequency, allowing them to receive fewer emails instead of unsubscribing completely.
• Use Humor and Creativity: This may be an opportunity to flex some wit! Inject humor and creativity into your re-engagement campaigns to stand out and capture the attention of inactive subscribers.

Check out these 10 tips for writing strong email subject lines and preheaders!

Email Maintenance is an Ongoing Process

Remember, email maintenance is an ongoing process that requires monitoring and constant re-adjusting. Set a regular schedule for email verification and validation — we recommend validating and verifying before major email campaigns, after new list imports, or at the very least, once per quarter.

OneSignal – An Email Platform Built to Cooperate

We know finding the right email provider is a nuanced process and one you shouldn’t be rushed in to. However, if you’re at the stage where you’re ready to start trying email marketing platforms, we have one we think you’ll fall in love with.

OneSignal’s email platform is a low-cost, high-engagement solution for businesses ready to make their mobile messaging an omnichannel powerhouse. With a no-code email composer and the freedom to create custom user journeys, we encourage you to give it a try – no commitment required.

We’re excited to announce that we’ve added more ways to understand and adapt your email strategy in OneSignal. Now you can preview, export, and re-target a recent campaign’s audience directly from the Audience Activity section in your delivery report.

How to Use Audience Activity

1. Retarget Your Audience As You Go

A major campaign shouldn't end after you click send. Your users’ responses—or lack of responses—to a campaign are valuable data that you can use to improve your next email.  Use this data to maximize the impact of your email communications.

Nurture engaged readers: Reward users who opened or clicked your first campaign but didn’t convert with a personalized re-targeting email. Give them new and interesting ways to engage with your brand. If your initial campaign was a new product, then try sending them a limited-time offer code for the product to encourage conversions.

Reactivate dormant subscribers: Few people read every single email they receive. So if people don't open your first campaign, don't take it personally. Instead, re-target these users with an updated version of your original email. Use a new subject line and preheader to attract more opens. Try using emojis or a question to spark curiosity.

Want more inspiration? Learn some important tips and tricks to write compelling email subject lines and preheaders.

Retargeting is great for when you want to manually adapt your strategy as you go, but sometimes you want to automate this work—that’s where Journeys comes in. With Journeys, you can combine messages, channels, and targeting logic into a powerful automated sequence, all from our intuitive visual builder.

2. Preview Your Results

Want to track results in real-time? Get a preview of who opened, clicked, or even unsubscribed from a campaign directly from Audience Activity. Use this preview to decide if you need to export your audience list or take any other follow-up actions.

3. Understand the Bigger Picture

Need to build out a multi-month report of your overall campaign performance? First, export your Audience Activity within 30 days of sending a campaign. Then, combine reports to get a more holistic view of your email strategy.

Ready to Get Started?

Audience Activity is available for all email users, so you can get started today. And for those interested in unlocking automated retargeting, then check out Journeys. Journeys is currently available on our Professional and Enterprise Plans. To unlock access and automate your customer engagement, log in to your account and upgrade today.

“It’s not you, it’s me!"

There aren’t many words to make rejection easier or take the sting out of faltering email metrics due to unsubscribes. But there are ways to gather useful insights from disinterested users and pave the way for future resubscribes. We’re here to remind you that you don’t necessarily have to feel the churn of rejection when it comes to email unsubscribes.

Ready to skip right ahead to the part where you start growing your email marketing list? Look no further! But first, let’s take a moment to learn the ins and outs of managing email unsubscribes the ethical way.

Why is it Important to Have a Strategy in Place for Handling Unsubscribes?

A clear and effective unsubscribe strategy is a must-have component of a responsible and successful email marketing strategy. By providing a simple and hassle-free unsubscribe process, you demonstrate respect for customers' preferences and their right to control their inboxes. This helps maintain a positive brand perception and shows that you value your customers' privacy and choices. But a solid unsubscribe structure goes well beyond protecting your brand reputation.

Compliance With Regulations

It’s important to be aware of the laws and regulations governing email marketing, such as the General Data Protection Regulation (GDPR) in Europe or the CAN-SPAM Act in the United States. These email compliance regulations typically require businesses to provide a clear and easy way for recipients to unsubscribe from marketing communications. Failing to comply with these laws can result in legal consequences, steep fines, and you guessed it — irreversible damage to your brand's reputation.

Learn more about the absolute need-to-knows of email compliance.

Avoiding Spam Complaints

When people find it difficult to unsubscribe from your emails, they will pursue alternative methods of opting out, like marking your messages as spam. High spam complaint rates can harm your email deliverability, causing your future messages to be blocked or sent to recipients' spam folders. The worst part? You may never know when this happens.

Fortunately, OneSignal's Acceptable Use Policy is set up to flag you the moment any of the following thresholds are crossed:

• Bounces, ≤ 5%, calculated on the number of messages that have bounced
• Unsubscribes, ≤ 1.4%, or 1% if unsubscribes > clicks
• Spam Complaints, ≤ 0.08%, Calculated on the number of messages that have been reported as spam

Should you be flagged for spam complaints, you will at the every least know that it may be time to improve your unsibscribe process!

Improving Email Engagement

Unengaged subscribers who don't find your content relevant may not only unsubscribe but also negatively impact your email metrics, such as open rates and click-through rates (CTR). By actively removing uninterested subscribers, you can adjust your focus to target and engage the audience that is genuinely interested in your offerings.

Include an Unsubscribe Link

An unsubscribe link or "unsubscribe request," is something that must be included in your marketing emails or newsletters. This typically takes the form of a clickable link or button within the email content that allows recipients to opt out or remove themselves from a mailing list.

When a recipient clicks on the unsubscribe link, they are directed to an unsubscribe page where they can confirm their desire to unsubscribe. Once confirmed, the email address is removed from the mailing list, and the recipient will no longer receive future marketing communications from the sender.

Where Should the Unsubscribe Message be Placed?

Your unsubscribe message and link should be placed at the bottom of your marketing emails. This is considered standard practice and is where most recipients expect to find it. Why the bottom? Not only is this where most people expect to find the unsubscribe link, but it ensures that the primary focus of your email is on the marketing content and call-to-action while still providing an easy way for recipients to opt out if they choose to do so.

Tips For Writing a Proper Unsubscribe Message

Clear and Visible
Unsubscribe links should be easily accessible and distinguishable from the rest of the email content. Avoid the urge to stash the unsubscribe link in tiny font sizes, use white text on a white background, or bury it in a block of text. This is deceptive and may lead to email spam complaints which negatively impacts your email deliverability.

OneSignal allows you to customize your unsubscribe link  using HTML or an intuitive drag & drop editor. Explore how to add unsubscribe links to your emails with OneSignal to learn more.

Consistent Positioning
Keep your unsubscribe link in a consistent location across all your marketing emails. This familiarity helps recipients find it quickly and enhances the user experience.

Clear Language
Avoid ambiguous or potentially confusing wording Instead, use clear and direct language for your unsubscribe link, such as "Unsubscribe," "Opt-out," or "Click here to stop receiving emails."

Comply with Regulations
Ensure that the unsubscribe link is functional and leads to a straightforward process to unsubscribe, complying with relevant email marketing regulations. Read up on details of the CAN-SPAM Act (US) and GDPR (EU) here!

What is an Example of a Good Unsubscribe Message and a Poor Unsubscribe Message?

To help illustrate the above best practices for your unsubscribe flows, we’ve provided examples of a strong and poor unsubscribe message. Note, not all email providers allow for custom unsubscribe text.

Good Unsubscribe Message

You have been successfully unsubscribed from our marketing emails. We're sorry to see you go, but we respect your decision. This means you will no longer receive updates, promotions, and valuable content from us.

If you've unsubscribed in error or wish to resubscribe, you're always welcome to do so by visiting our website or contacting our customer support team.

We genuinely appreciate your past engagement and interest in our brand. Should you change your mind in the future, we'll be here!

If you have any feedback or suggestions regarding our emails or products, we would love to hear from you. Your insights are valuable to us and help us improve our offerings.

Thank you once again, and we wish you all the best.

The above example leads off with an immediate receipt of the user’s decision to unsubscribe. The content of the message shows respect for the recipient's decision, expresses gratitude, and ends with an offer to provide valued feedback. The tone is polite, understanding, and leaves the door open for future engagement.

Poor Unsubscribe Message

We received your unsubscribe request. If you're sure you want to leave, click the link below.

[Unsubscribe Link]

Please note that unsubscribing means you'll never hear from us again. You'll miss out on amazing offers, updates, and exclusive content. Are you really sure about this?

If you change your mind, you won't find these incredible deals anywhere else. Hurry back before it's too late!

While not overtly offensive, the above message comes across as pushy and tries to dissuade the recipient from unsubscribing. It introduces unnecessary doubt and attempts to convince the recipient to reconsider. This kind of messaging may create a negative user experience and leave a poor impression of the brand.

Allow Users to Specify Their Preferences

Unengaged users don’t necessarily need to lead to unsubscribes. By allowing recipients to dictate their subscription preferences, you empower them to curate their email experience, resulting in a better user experience and fewer unsubscribes in the process.

By giving recipients the option to adjust their preferences or “opt down,” you enable them to choose specific content that aligns with their specific interests. This customization creates a more personalized email experience, increasing the relevance and value of your emails. Some recipients may also feel overwhelmed if they receive a high volume of emails from your company. Allowing them to opt down and select the frequency or type of emails they want to receive helps manage information overload.

You’ll notice a pattern here within email marketing. Always. Be. Segmenting! By collecting opt-down preference data from users, you can segment your audience more effectively. Email segmentation allows you to create highly targeted campaigns and deliver content that matches these new preferences you’ve uncovered. This precision targeting improves the chances of both engagement and conversion.

Improve the Unsubscribe Experience

Just because you have users who wish to leave your subscriber list does not mean they deserve any less of a user experience than those choosing to stay. You want your unsubscribers leave on good terms, preserve brand trust, and increase the likelihood of a resubscription down the line.

Skip the Follow-Up Message

When a user decides to unsubscribe, it's crucial to respect their choice. Sending follow-up emails to confirm the unsubscription or trying to convince them to stay can be perceived as pushy or even manipulative. Respecting their decision demonstrates that you value their preferences and privacy.

It’s also important to not get too hung up on re-engagement when targeting unsubscribers. Trying to convince users to resubscribe after they've opted out might lead to temporary re-engagement, but it's likely to be short-lived. Users who feel coerced into resubscribing may disengage again quickly or mark your messages as spam.

Lastly, many countries' email marketing regulations require that unsubscribe requests are promptly honored. Continuing to contact users after they've unsubscribed can be a violation of these regulations. It’s not worth the risk!

The Best Defense is a Good Offense

Ironically, the best way to improve the unsubscribe experience for your users is by preventing the need for it in the first place.

By crafting emails with personalized, relevant content you are actively keeping your recipients' mouse buttons (or thumbs) away from that unsubscribe button. OneSignal offers a sophisticated email segmentation platform that relies on time-based triggers to send high-interest content to your users based on specific locations, buying patterns, and preferences.

Managing Your Email Campaigns Has Never Been This Easy

Say goodbye to the manual processes of optimizing your email campaigns the old-fashioned way. OneSignal’s automated workflows and email segmentation capabilities ensure your messages are more timely and more relevant than your competitors. When you’re ready to give some love to your current email marketing game, we’re here to help you unlock the full potential of targeted, data-driven messages across all mobile devices.

Have you ever tried talking with someone who feels like they’re talking AT you? Although the brands of yesteryear got away with shouting email campaigns into the void, today’s marketing standards have risen to higher standards. By using a no-reply email address, you run a high risk of damaging your brand reputation through impersonality and a closed customer relationship.

Ready to master email deliverability? The OneSignal guide to email campaign performance lays out every step along the path towards increased conversions.

What is a No-Reply Email Address?

A no-reply email address is a marketing email from which messages are sent but cannot receive replies. Businesses use no-reply emails when sending out bulk or automated email campaigns to a large number of recipients, most commonly for transactional messages or weekly newsletters.

Email campaigns sent from addresses like no-reply@impersonalcompany.com were once the industry standard.

The purpose of a no-reply email address is to discourage recipients from replying directly to the email because it is usually designed to be a one-way communication. Although this sounds like an efficient way to avoid an inbox full of bounced emails and a flood of unwanted user replies, in today’s marketing landscape, it’s doing a lot more harm than good.

What Happens When Recipients Reply to a No-Reply Email Address?

When a customer attempts to reply to an email from a no-reply address, they will receive an email back indicating that the reply was unsuccessful or failed to send.

This means that recipients have no way to respond to no-reply emails and must pursue other avenues of communication if they wish to get in touch with your company.

How No-Reply Emails Can Impact Your Email Marketing

Marketing represents a conversation between a brand and its customers, and conversations are a two-way street. Your customers want to feel heard and valued just as much as you want your customers to hear and value what you’re offering them.

Impersonal and Cold Communication

Nobody likes to be force-fed information, especially when there is no place for them to clarify, ask questions, or give feedback. Even if you do provide alternative avenues for recipients to leave feedback, many of them won’t bother. In the moment when they feel frustrated and neglected, the “unsubscribe” button is much easier to find.

Remember, your customers are not simply a pair of ears to shout your latest promotions at – they must be listened to and nurtured. Using no-reply emails is an almost guaranteed way to tank customer engagement and lose subscribers who feel like they’re being stonewalled by a faceless business.

Missed Opportunities For Customer Feedback

We mentioned this briefly in the section above, but it’s worthy of its own point. By disabling replies, you will miss valuable opportunities to receive direct feedback from customers. Replying to emails allows customers to voice their concerns, ask questions, or provide suggestions, which can often be valuable for improving products, services, and the overall customer experience.

Impact on Deliverability and Engagement Rates

No-reply emails are often associated with automated or mass email campaigns. Many email service providers offer capabilities that specifically target no-reply emails, making them public enemy number one for spam filtering. Because engagement rates (such as opens, clicks, and replies) play a central role in determining email deliverability, the lack of customer interactions resulting from no-reply emails may negatively affect future email deliverability and engagement metrics. Remember, part of maintaining a clean email list is avoiding the spam folder at all costs.

Have 10 minutes to dedicate to improving email performance? Check out our guide on the top 6 ways to improve email deliverability!

How to Replace a No-Reply Email Address in Your Email Marketing Campaigns

Don’t shy away from opening the user feedback floodgates! There are ways to forego no-reply marketing emails without clogging your return inbox. Rather than opting for no-reply emails, utilize custom, dedicated “from” email addresses to allow for customer replies and ensure your emails won’t end up in the spam folder.

If your company is sending email messages on behalf of multiple departments, you can craft separate addresses for each one. Using addresses like “customersupport@company.com,” “info@company.com,” or “newsletter@company.com” are effective ways to provide an open channel of communication while still keeping replies organized. This also carries with it the side benefit of appearing much more personalized and approachable than a generic “no-reply” address. It’s a small detail, but your email recipients will feel relieved knowing their replies are going to a dedicated inbox at your company.

Going the Extra Mile

We’ve laid out some additional steps to ensure email deliverability after transitioning from a no-reply approach to a more customer-centric communication style. The goal here is to encourage engagement and foster positive, two-way relationships with your audience!

Set up an Autoresponder or Acknowledgment Email

Configure an automated email response to acknowledge customer replies. This response can inform customers that their message has been received and provide an estimated timeframe for a personalized email response.

Encourage Customer Engagement

Go a step further than simply allowing replies – Include a clear call-to-action in your emails, encouraging recipients to respond, ask questions, or provide feedback. Make it known that you value their input and will respond promptly!

Provide Alternative Contact Channels

Alongside the email address, include other contact options such as a phone number, live chat, or social media handles. This allows customers to choose their preferred communication method and ensures they can reach out for support or inquiries, should they decide against email.

Monitor and Respond Promptly

Ensure that the designated email address is actively monitored by your customer service team, and strive to respond to customer inquiries in a timely manner. Prompt responses demonstrate your commitment to customer satisfaction and help build trust.

Update Email Templates and Communications

This one is more of a reminder, but make sure to review and/or modify your existing email templates to reflect these changes. Also, consider updating your email preference center or subscription management page to reflect your new contact options.

Ready For an Email Platform Built For Loyalty?

Once you’ve done away with no-reply emails, you’re ready to recreate your campaigns with an engagement-first approach.

OneSignal’s email templates and drag-and-drop composer makes crafting no-code email campaigns a breeze. Use our segmentation editor to ensure your autoresponse emails are triggered at the right time and are sent to the exact target audience you specify. And this is all before we even scrape the surface of OneSignal’s time-saving email automation features.

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