Disclosed is an information sending method, which is characterized in that the method comprises the steps of: a server acquiring a feature content of information to be sent; the server matching a feature identifier of a user with the feature content of the information according to a preset matching policy; and the server sending the information to a corresponding user terminal according to the matching result. By means of the present application, an acquired feature content of information to be sent is matched with a feature identifier of a user, and the information is sent to a corresponding user terminal if the matching is successful, thereby achieving the purpose of sending information needed by a user to the user using big data of the user.