Why Businesses Are Migrating to Braze

Remember the days of mass emails, batch-and-blast, and throwing spaghetti against the wall to see what stuck? Thankfully, those days are a distant memory (and not a good one). Recent years have witnessed a dramatic evolution in marketing automation and customer engagement. The focus has shifted from broad, objective campaigns to highly personalized experiences that resonate deeply with individual customers. This transformation is driven by multiple factors, including advancements in technology, changing consumer expectations, and the rise of data-driven marketing.

Today, customers expect immediate and relevant interactions. Marketing engagement platforms now leverage real-time data streams from various sources, such as website activity, in-app behavior, and social media interactions, to trigger timely and personalized messages. This allows businesses to engage with customers at the precise moment they are most receptive, whether it’s an abandoned cart reminder, a personalized product recommendation, or a timely offer based on their browsing history.

Today, email only scratches the surface. Customers interact with brands across channels, including email, social media, mobile apps, SMS, and more. Successful customer engagement strategies now demand a seamless and consistent experience across all these touchpoints. Customer engagement platforms have evolved to support omnichannel campaigns, allowing businesses to orchestrate coordinated messaging journeys that seamlessly transition between different channels, ensuring a consistent brand experience regardless of where the customer interacts.

This is where Braze, a leading customer engagement platform, shines.  Marketers increasingly recognize the need to move beyond traditional marketing methods and embrace dynamic, personalized, multi-faceted campaigns. This shift in focus has fueled Braze’s rapid growth, attracting businesses of all sizes that are eager to enhance their customer experiences.

Braze offers a refreshing solution to the experience management space, enabling real-time, personalized experiences across various channels. Instead of generic, one-size-fits-all messages, Braze empowers marketers to deliver content that is truly tailored to individual customer needs and preferences.

Real-Time Engagement

A key reason marketers are migrating to Braze is its focus on real-time, contextual engagement. Braze empowers them to deliver timely and relevant messages based on real-time customer behavior and preferences. Braze excels at responding to immediate customer actions. For example, if a user abandons their cart, Braze can instantly trigger a personalized email or push notification reminding them of their forgotten items. This immediacy significantly increases the chances of recovering the sale.

Furthermore, Braze leverages data from various sources, such as website activity, in-app behavior, and purchase history, to deliver highly personalized messages. This means customers receive messages that are not only timely, but also relevant to their specific needs and interests. For instance, a travel company can send a push notification to a user who has recently viewed flights to a particular destination, offering them a limited-time discount on their trip.

Braze also ensures a seamless and consistent experience across all channels, including email, push notifications, SMS, in-app messages, and more. This omnichannel approach allows businesses to reach customers where they are most receptive and deliver a unified brand experience.

Personalized Journeys

Braze is known for its customer-centric approach, enabling marketers to build highly personalized customer journeys. With Braze, marketers can create highly granular customer segments based on a wide range of attributes, including demographics, behavior, preferences, and purchase history. Braze’s ability to integrate data from an organization’s entire technology stack ensures the delivery of targeted messages that resonate with specific customers.

Marketers are able to craft highly personalized messages using Liquid, a powerful templating language. Liquid allows for dynamic content within messages, enabling marketers to insert variables like customer names, purchase history, and even recent in-app activity. This goes beyond simple name insertions; Liquid enables complex logic to be applied within messages, such as displaying different content based on customer segments or purchase history. For example, a travel company could use Liquid to dynamically display past destinations visited by a customer, suggesting similar trips or offering exclusive deals for repeat travelers.

Furthermore, Braze leverages the concept of “connected content.” This allows marketers to seamlessly integrate relevant content from various sources directly into their messages. As an example, an e-commerce brand could dynamically pull in the latest product reviews or social media posts related to a specific item mentioned in an email. This level of dynamic content injection creates a more engaging and informative experience for customers, increasing the likelihood of conversions and building stronger brand loyalty.

By combining the power of Liquid with features like connected content and real-time behavioral data, Braze enables marketers to go beyond generic messaging and deliver truly personalized experiences, fostering deeper connections and driving meaningful business outcomes.

Integration with Technology Stacks

Braze’s strength lies in its ability to seamlessly integrate with a vast ecosystem of partners and data sources. This open architecture allows businesses to leverage existing technologies and data to build a truly unified customer view. Through robust APIs and allow partner  integrations, Braze connects with a wide range of platforms, including CRMs, e-commerce platforms, data warehouses, and customer data platforms. This enables marketers to bring together data from various sources, such as purchase history, website behavior, and social media interactions, into a single, actionable view of the customer.

This interconnectedness empowers businesses to orchestrate truly omnichannel experiences. For example, a customer service interaction in a live chat can be seamlessly integrated into a customer’s engagement journey, allowing for personalized follow-up messages based on the conversation. This holistic approach to data integration provides a deeper understanding of customer needs and preferences, enabling marketers to deliver more relevant and impactful engagement experiences across all touchpoints.

Braze’s SDKs (Software Development Kits) take this interconnectedness even further. They are essential components that bridge the gap between marketer’s app or website and the Braze platform. By integrating an SDK, Braze can collect valuable user data, such as app usage, in-app events, and customer attributes. Moreover, the SDKs facilitate the delivery of various engagement channels directly within your app or website, including push notifications, in-app messages, and content cards. They also track user interactions with these messages, providing crucial data for campaign performance analysis and optimization.

Braze also provides pre-built integrations with many popular platforms, such as Shopify, Segment, and the upcoming Salesforce connector, making it easier and faster to get started. Braze’s modular architecture allows businesses to select and implement only the features they need, making it a flexible and scalable solution for businesses of all sizes.

Conclusion

As marketing strategies increasingly emphasize personalized engagement, omnichannel communication, and real-time interactions, the demand for sophisticated platforms like Braze is on the rise. Braze empowers marketers to achieve these goals by providing the tools to leverage real-time behavioral data, deliver highly customized messages, and seamlessly integrate with existing technology stacks. This allows businesses to move beyond generic campaigns and build meaningful, one-to-one relationships with their customers across every touchpoint.

By migrating to Braze, marketers gain access to a powerful platform that enables them to orchestrate personalized customer journeys, deliver timely and relevant messages, and gain valuable insights into customer behavior. This data-driven approach fosters deeper customer engagement, strengthens brand loyalty, and ultimately drives significant business growth.

Ready to take your customer engagement to the next level? Partner with Relationship One to harness the full power of Braze. Our team of experts can help you design and implement data-driven, personalized marketing strategies that drive real results. Let’s transform your marketing together—contact us today to get started!