OneSignal lands $50M to automatically optimize SMS, in-app and email campaigns

OneSignal email campaigns

OneSignal email campaigns

OneSignal, a platform that powers notifications for mobile apps and more, today announced that it raised $50 million in a Series C round led by BAM Elevate with participation from SignalFire and other existing investors. The infusion brings OneSignal’s total raised to $80 million and will be used to make investments in machine learning, geographic expansion, and growing OneSignal’s team (from 140 employees to 170) by the end of the year.

Beginning as a mobile game studio, OneSignal pivoted to customer engagement when co-founder and CEO George Deglin saw an opportunity to address a perennial challenge in app development: creating an effective push notification pipeline.

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“There is a huge shift happening in the mobile app industry. Technology and regulatory changes have made advertising less effective and more expensive by making it harder to target ads on platforms like Facebook. As a result, companies are shifting their focus from paid advertising channels like Facebook Ads to ‘owned channels’ like push notifications, emails, and in-app messages,” Deglin told TechCrunch via email. “Despite this recent shift, most of the technology that’s available to help brands engage with users on owned channels was not built for a mobile-centric world.”

By contrast, Deglin asserts, OneSignal is mobile-centric, with tools designed to let businesses automate the delivery of messages across channels, including SMS, email, and app notifications and in-app messages. OneSignal customers can centralize user communications within the platform, customizing their campaigns based on metrics to improve open rates.

There’s truth to the notion that customized, personalized messages can move product. According to a 2021 McKinsey survey, 76% of consumers said that receiving personalized communications was a key factor in prompting their consideration of a brand, while 78% said such content made them more likely to repurchase.

“OneSignal was founded by Long Vo and I in 2015. Long and I were running a Y Combinator-backed game studio but pivoted it into a push notification platform [and then a customer engagement solution] after discovering how hard it was for developers to communicate with their users,” Deglin said. “Prior to their meeting, I was the co-founder and CTO of Uversity, a student engagement platform. Long Vo was co-founder and art director of Gaia Online, an anime-themed social network. We were introduced through a mutual friend who thought we would be great co-founders for each other.”


OneSignal email campaigns

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