If you’re hunting for a tool to handle email, push, SMS, and in-app messaging without a ton of fuss, you’ve probably come across OneSignal. It’s everywhere in the “multichannel marketing automation” conversation. But is it actually good, or just good at getting on review lists?
This guide is for marketers, product folks, and devs who want a clear-eyed look at what really matters when sizing up OneSignal. I’ll cut through the buzzwords and help you focus on what’ll move the needle (and what you can safely ignore).
What “Multichannel Marketing Automation” Actually Means
Before you get lost in feature tables, let's get clear: multichannel marketing automation means automatically reaching users in more than one way (think email, mobile push, web push, SMS, in-app messages) based on what they do or don’t do.
Some platforms are great at one channel but phone it in everywhere else. Others try to do everything and end up feeling like a Swiss Army knife made of rubber. The goal is to find something that’s solid at the channels you actually use—and won’t make your team miserable.
1. Channel Support: Breadth vs. Depth
What to check: Which channels does OneSignal actually support, and are they good at them—or just ticking a box?
OneSignal covers: - Mobile Push Notifications: iOS, Android (and even Huawei, for the three of you who need it). - Web Push Notifications: Chrome, Firefox, Edge, Safari. - Email: Transactional and marketing emails. - SMS: Basics are there, but don’t expect Twilio-level power. - In-App Messages: For mobile and web apps.
What works:
Push notifications are OneSignal’s bread and butter. They’re fast, reliable, and have solid documentation. Web push is handled well—especially if you want to target Chrome or Firefox users.
What doesn’t:
Email and SMS are newer features. They work, but the tooling isn’t as rich as old-school email platforms (like Mailchimp or SendGrid). If you want advanced segmentation or design for email, you might hit some limits. For SMS, think of it as “good enough for basic campaigns,” not a replacement for dedicated SMS platforms.
What to ignore:
Don’t get distracted by “WhatsApp” or “Messenger” integrations—these aren’t natively supported.
Pro tip:
If your main channel is email or SMS, OneSignal can be part of your stack, but probably not the only thing.
2. Segmentation and Personalization
What to check: How easy is it to slice and dice your audience? Can you personalize messages based on what users actually do?
Features to look for: - Real-time segments: Make sure you can build segments based on live user data (activity, location, device, etc.). - Custom attributes: You should be able to track custom properties (like “plan type” or “last purchase”). - Personalization tokens: Insert user-specific info (names, order numbers) into messages. - Trigger-based messaging: Fire off messages based on user actions (opened app, abandoned cart, etc.).
What works:
OneSignal’s segmentation is straightforward. You can make segments with AND/OR logic and use custom properties. Personalization is there, but not “AI-powered”—just the basics, which is often all you need.
What doesn’t:
If you want wild, multi-layered segmentation or predictive targeting, OneSignal isn’t going to blow your mind. It handles the 80% use case well.
Pro tip:
Don’t overcomplicate your segments. Start simple, see what actually gets results, and go from there.
3. Automation and Journeys
What to check: Can you set up multi-step campaigns (a.k.a. “journeys,” “flows,” or “drip campaigns”) that trigger across different channels?
Features to look for: - Visual journey builder: Drag-and-drop is nice, but not required. The key is: can a marketer (not a dev) set up a campaign without cursing? - Multi-channel steps: Can a single journey send a push, then an email, then an SMS, depending on user actions? - Event triggers: Can journeys kick off based on user actions, not just time? - Branching logic: Can you send users down different paths based on what they do?
What works:
OneSignal’s Journeys feature covers the basics: you can build multi-step flows and switch channels within a journey. It’s visual, reasonably intuitive, and doesn’t require an engineering degree.
What doesn’t:
It’s not as advanced as enterprise platforms like Braze or Iterable. Complex logic, A/B testing inside journeys, and deep personalization are limited. If you want to build a Rube Goldberg machine of marketing, you’ll hit walls.
What to ignore:
Don’t get lured by the “visual builder” alone. Test if it actually fits your workflow.
4. Analytics and Reporting
What to check: Can you actually see what’s working? Or will you spend your life exporting CSVs?
Features to look for: - Delivery metrics: Did the message send? Was it delivered? Did they open it? - Conversion tracking: Did they do what you wanted (clicked, signed up, bought)? - A/B testing: Can you run simple tests to improve results? - Export options: Can you get your data out easily?
What works:
OneSignal shows you the essentials: sends, opens, clicks, conversions. For push notifications, it’s especially strong—you get delivery rates, device breakdowns, etc. A/B testing is there, but basic.
What doesn’t:
Reporting for email and SMS is not as deep as dedicated providers. Attribution is simple; don’t expect full-funnel tracking or fancy dashboards.
Pro tip:
If you need advanced analytics, plan to connect OneSignal with your own data warehouse or analytics platform.
5. Integration and Developer Experience
What to check: Will this work with your stack, or will it be a never-ending headache for your devs?
Features to look for: - SDKs and APIs: iOS, Android, Web, and REST API. - Webhooks: Get notified when users do stuff. - Third-party integrations: Zapier, Segment, Mixpanel, etc. - Documentation: Is it clear, up-to-date, and honest about limitations?
What works:
OneSignal has solid SDKs for mobile and web, and the REST API is straightforward. Docs are generally good. Integrations with tools like Zapier and Segment make it easy to plug into other systems.
What doesn’t:
Some advanced features (like importing massive user lists or syncing custom events) can get tricky. Not all features are available across all channels or platforms—read the docs carefully.
What to ignore:
Don’t assume that “integration available” means “integration is good.” Test it with a real use case.
6. Deliverability and Reliability
What to check: Will your messages actually get to users—on time and every time?
Features to look for: - Push notification reliability: Are there frequent delays or outages? - Email deliverability: Can you use your own sending domain? Are they on industry blacklists? - SMS reliability: Which countries are actually supported? Are carrier fees clear?
What works:
Push notification deliverability is solid—this is OneSignal’s core. Email deliverability is decent if you verify domains and follow best practices. SMS works best for common use cases (US, basic campaigns).
What doesn’t:
If your audience is global, check SMS support country by country. For email, if you want deep deliverability controls (like IP warmup), you’ll want a dedicated tool.
Pro tip:
Don’t set-and-forget. Test message delivery for each channel and segment, especially if you’re running anything critical.
7. Pricing and Limits
What to check: Are you getting what you need without hidden costs? Is it easy to predict your bill?
Features to look for: - Free plan: Does it cover your volume? What’s not included? - Paid tiers: Is pricing per subscriber, message, or feature? - Overage charges: What happens if you go over your limit? - Feature gating: Are key features locked behind expensive plans?
What works:
OneSignal’s free plan is generous for push notifications. Paid plans are straightforward, but start racking up if you want advanced features or high volume.
What doesn’t:
Some features (like Journeys, advanced segmentation, priority support) are only on paid tiers. SMS and email costs can add up fast.
What to ignore:
Don’t get distracted by “unlimited” claims—always read the fine print.
8. Support and Community
What to check: Will someone help you when things go sideways?
Features to look for: - Docs and guides: Are they actually useful? - Support channels: Email, chat, phone? Is it only for paid users? - Community forum: Is it active, or a ghost town?
What works:
Docs are usually clear. Community forum is active for common questions. Paid support is responsive.
What doesn’t:
Free support can be slow. For weird edge cases, expect to dig through forums or docs.
Pro tip:
Set up a direct line to support before launch if you’re running a mission-critical campaign.
What’s Overhyped (and What to Actually Care About)
- AI/ML “optimization”: Ignore the buzz unless you see real evidence it works for your audience.
- “Omnichannel orchestration”: Fancy term, but most folks just need to send the right message at the right time.
- “No-code everything”: Great in theory, but most powerful automations require some technical help.
Focus on the basics: can you reach your users, personalize at least a little, and see if it’s working?
Wrap Up: Keep It Simple, Iterate Fast
Don’t let a laundry list of features derail you. Figure out what channels you really need, test the basics, and see how OneSignal fits your workflow. Most marketing wins come from clear messages, sent at the right moment—not from chasing every shiny new feature.
Set up a test campaign, watch how it performs, and tweak from there. If OneSignal does what you need, great. If not, you’ll know fast—without getting lost in the hype.