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Monday Volumes Break Braze Records" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="h-auto max-h-[352px] w-full rounded-xl object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F1a0512e802ba3e638dc50fd39f5b6353e683ea5f-1500x1500.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F1a0512e802ba3e638dc50fd39f5b6353e683ea5f-1500x1500.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F1a0512e802ba3e638dc50fd39f5b6353e683ea5f-1500x1500.png&w=1200&q=75"/></div></div></div></div><div class="container py-[50px] md:py-24"><div class="flex flex-col gap-8 md:flex-row"><div class="w-full shrink-0 grow-0 basis-full md:w-[72px] md:basis-[72px]"><div class="flex gap-4 text-gray-500 md:sticky md:top-20 md:flex-col"><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="twitter-new"><use href="/icons/sprites.svg#twitter-new"></use></svg></div><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="linkedin"><use href="/icons/sprites.svg#linkedin"></use></svg></div><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="mailbox"><use href="/icons/sprites.svg#mailbox"></use></svg></div><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="link-03"><use href="/icons/sprites.svg#link-03"></use></svg></div></div></div><div class="flex shrink-0 grow basis-0 flex-col gap-12"><div class="flex flex-col gap-6 rounded-xl border border-gray-100 bg-gray-50 p-8"><span class="text-sm font-semibold text-gray-600">AUTHOR</span><div class="flex items-center gap-4"><div class="flex flex-col items-start justify-center gap-4 sm:flex-row md:items-center"><h6 class="text-md font-semibold text-gray-900 sm:text-lg">Jamie Doheny</h6><div class="hidden min-h-[30px] border-r-2 border-gray-300 bg-gray-300 sm:block "></div><span class="text-md text-gray-900">VP, Technology Services & Chief of Staff, Engineering, Braze</span></div></div></div><div class="flex flex-col gap-6"><p>Over the years, Black Friday has evolved from a one-day, in-person shopping stampede to a nearly week-long event focused on the digital space. This period has grown into one of the most profitable times of the year for many brands, driving significant revenue and creating critical opportunities to introduce themselves to new customers. Savvy marketers have embraced the opportunities this shift to digital has opened up, leveraging technology to provide rich customer experiences that deliver value beyond just deals.</p><p>At Braze, we have a front-row seat to these changes as our customers leverage the Braze platform to reach, engage, and monetize their audience. Let's take a look at some of the trends from this year, and what they mean for customer engagement.</p><h2 class="my-4 text-gray-900 lg:text-display-lg" id="messages-are-getting-more-sophisticated"><strong>Messages Are Getting More Sophisticated</strong></h2><p>In the <a rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" href="/resources/articles/braze-hits-all-time-high-message-sends-black-friday">Black Friday/Cyber Monday (BFCM) post</a> I wrote last fall, I made some predictions (or requests, really) about what I'd like to see in customer engagement during the holidays, and this year, brands really delivered.</p><p>On Black Friday alone, we processed nearly 25 billion inbound API calls. We also saw a 100% increase (from last BF) in the number of packets per second outbound from our servers; that rise was driven by more send-time API calls and personalized messages being sent by our customers. That increase is an indicator of growing message sophistication among these brands, allowing them to do more with the outreach they send, including tailoring their BFCM messages to each individual recipient.</p><img alt="rich image block" loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="size-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F7d20007d814e02612fe724bc401d7c4e6212fc63-2400x1256.png&w=828&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F7d20007d814e02612fe724bc401d7c4e6212fc63-2400x1256.png&w=1920&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F7d20007d814e02612fe724bc401d7c4e6212fc63-2400x1256.png&w=1920&q=75"/><p>All of this helps showcase how our customers are evolving their <a rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" href="/resources/articles/customer-engagement-guide">customer engagement</a> practices during BFCM and beyond. Instead of focusing on the <a rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" href="/resources/articles/whats-batch-and-blast-email">batch-and-blast</a> holiday campaigns of yesteryear, they’re engaging customers with messages that are more relevant and unique to each recipient. Because they’re using a platform like Braze, they’re able to reach customers on the right channel with the message that will resonate the most. Even beyond the initial promotions and discounts, our customers are leveraging the BFCM season to attract new customers who will keep coming back long after the sales are over.</p><h2 class="my-4 text-gray-900 lg:text-display-lg" id="brands-leaned-more-into-cross-channel-and-broke-braze-volume-records"><strong>Brands Leaned More Into Cross-Channel and Broke Braze Volume Records</strong></h2><p>As the number of customer messaging channels has grown, the possibilities for marketers have expanded, too—and that's especially true during a major sales period like BFCM. And this year, brands have taken full advantage: Our data showed that this was the most diverse year on record in terms of channel mix, with Braze supporting a wide array of established and emerging messaging channels.</p><p>This BFCM, we saw a significant increase in the use of email, SMS/MMS, <a rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" href="/product/content-cards">Content Cards</a>, web push notifications, as well as emerging channels like <a rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" href="/resources/articles/what-are-connected-tv-notifications">Roku messages</a>—demonstrating that our customers are increasingly leaning into a diverse, cross-channel strategy to connect with their users.</p><img alt="Results are for the four-day period in 2023, with growth comparisons to 2022." loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="size-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Ff030d6e9bb3cfffde01dc723eb5e1e0f7f24f9fd-2400x1256.png&w=828&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Ff030d6e9bb3cfffde01dc723eb5e1e0f7f24f9fd-2400x1256.png&w=1920&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Ff030d6e9bb3cfffde01dc723eb5e1e0f7f24f9fd-2400x1256.png&w=1920&q=75"/><p>That's true across both <a rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" href="/resources/articles/single-channel-vs-cross-channel-customer-engagement-a-closer-look">in-product channels (e.g., in-app messages) and out-of-product channels (e.g., push notifications</a>). We saw notable gains from urgent channels like SMS/MMS and web push, allowing brands to grab users' attention for the sorts of time-sensitive sales often synonymous with the four-day period. At the same time, rich, multifaceted channels like email and Content Cards were among the fastest-growing channels in terms of usage, opening up opportunities for marketers to easily showcase specific products or promotions in a single message. (In the case of email, we believe this rise may be partly influenced by the release of our <a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" href="https://www.braze.com/docs/user_guide/message_building_by_channel/email/drag_and_drop/">drag-and-drop email editor</a>, which makes it easier and quicker to create complex, interesting inbox experiences.)</p><p>I'm particularly thrilled to see brands increasing their usage of new channels like Roku messages, which saw massive growth year over year. This kind of growth indicates that customer engagement teams are expanding their channel mixes beyond just established channels, allowing them to reach new audiences on new devices or platforms.</p><p>A more diverse channel mix and increased personalization weren't the only places we saw growing marketing sophistication. Our data found a <a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" href="https://docs.google.com/spreadsheets/d/11o5faad1L8xGcK7a8dlgsWZoIgbe94Kek16IN4haPyM/edit#gid=409711944&range=B41">67% increase</a> in messages sent using <a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" href="/product/braze-canvas-flow">Canvas Flow</a> (our visual development environment, which marketers can use as a no-code, drag-and-drop journey orchestration tool), reflecting how marketers are managing and orchestrating multi-step, cross-channel messaging flows during BFCM. As more brands leverage personalization and multiple channels in their customer messaging, the use of this sort of journey orchestration tool is only going to become more important (and more impactful) as time goes on.</p><p>On the whole, our data also shows that brands using Braze sent 37+ billion messages during BFCM, breaking our previous records for sending volumes during this period. We had an average send volume of over 6,400,000 messages per minute during this four-day period. That growth was particularly evident during Black Friday, where we saw message volumes hit a height of more than <strong>21 million messages sent in a single minute</strong> on our way to sending <strong>11.3 billion marketing messages on Friday alone</strong>. Even with the high volume over BFCM, when averaged across all of Braze customers and service offerings, we had over 99.99% uptime!</p><img alt="rich image block" loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="size-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F1cd8947304f342340311b2641daaf863182b88ee-2400x1256.png&w=828&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F1cd8947304f342340311b2641daaf863182b88ee-2400x1256.png&w=1920&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F1cd8947304f342340311b2641daaf863182b88ee-2400x1256.png&w=1920&q=75"/><h2 class="my-4 text-gray-900 lg:text-display-lg" id="how-braze-prepares-for-black-friday-and-cyber-monday"><strong>How Braze Prepares for Black Friday and Cyber Monday</strong></h2><p>Preparing for BFCM and the scale of message volume are significant undertakings, ones that <a rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" href="/resources/articles/building-braze-how-braze-effectively-manages-holiday-messaging-capacity">Braze takes very seriously</a>. It’s never an easy time, but the hard work we put in before always pays off, and there’s nothing more rewarding than helping our customers achieve a successful BFCM.</p><p>As in years past, the Braze Capacity Planning Change Advisory Board began our BFCM capacity planning on September 1, when we partnered with our <a rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" href="/resources/articles/braze-customer-success">Customer Success team</a> to forecast volumes. Braze Customer Success managers proactively partnered with select customers to understand their specific marketing plans and anticipated needs, then shared that information with the Change Advisory Board. From there, we met weekly to discuss our analyses of each database, sending service, data processing systems, network bandwidth capacity, and more. We also partnered with our vendors to capacity plan—or contingency plan—as necessary.</p><p>During the holiday season, Braze implements a strategic staffing plan and expands escalation paths for potential issues so that if any issues do arise, we're well-equipped to respond to them. This approach adds additional on-call staffing and team-specific, around-the-clock support. Each of those teams has an on-call representative, a backup on-call representative, and an escalation point on-call, with any escalation chain leading to the incident commander on-call (usually myself or our head of DevOps), ensuring customers have all the support they need to respond to any technical issues or challenges.</p><p>When our customers run campaigns that push us and our platform, we work to understand what they’re doing and where they’re going regarding customer engagement. In the process, the Braze platform and organization evolve along with our customers and their strategies, making Braze better for our entire customer and partner universe. In the coming days, our Change Advisory Board will do a final look back to collect all the learnings; after all, scale challenges like Black Friday, while undoubtedly high pressure, are also high density in their learnings, making the event even more special.</p><p><em>Want to learn how to better capitalize on the holidays for long-term success? Check out our 10-minute on-demand webinar “<a rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" href="/resources/webinars-and-events/retain-your-holiday-customers-into-the-new-year-and-beyond">Retain Your Holiday Customers Into the New Year and Beyond</a>.”</em></p><p><em>Want to be a part of Black Friday and Cyber Monday next year? <a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" href="http://braze.com/careers">We’re hiring!</a></em></p></div></div><div class="flex w-full shrink-0 grow-0 basis-full flex-col gap-8 md:w-[280px] md:basis-[280px]"><div class="flex flex-col gap-5"><h6 class="text-sm uppercase text-gray-600">Related Tags</h6><div class="flex flex-wrap gap-3 text-sm"><a class="block rounded-2xl border border-gray-300 px-3 font-bold py-1 text-gray-700 hover:text-primary-700" aria-label="Search Customer Engagement tag" 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class="text-sm font-bold text-gray-500">November 26, 2024</span></div></div></a><a class="flex px-4 text-gray-900 hover:text-primary-700 w-full sm:shrink-0 sm:grow-0 sm:basis-1/2 lg:basis-1/3 sm:[&:nth-child(2n)]:-translate-y-10 md:[&:nth-child(2n)]:translate-y-0 lg:[&:nth-child(3n)]:-translate-y-20 lg:[&:nth-child(3n+2)]:-translate-y-10" href="/resources/articles/in-app-messages-across-platforms"><div class="relative flex size-full flex-col overflow-hidden rounded-xl bg-white shadow-xl"><div class="h-[216px] w-full overflow-hidden rounded-xl bg-gradient-card"><img alt="Is It Still an In-App Message If You Get It on a TV?: Understanding IAMs Across Platforms" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="size-full rounded-xl object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F29215b5d501d4f0f08ee24fb961f2d63ad98c75c-1920x1080.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F29215b5d501d4f0f08ee24fb961f2d63ad98c75c-1920x1080.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F29215b5d501d4f0f08ee24fb961f2d63ad98c75c-1920x1080.png&w=1200&q=75"/></div><div class="flex w-full grow flex-col gap-8 px-5 py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">blog</span><span class="text-sm font-bold text-gray-500">6 min read</span></div><h4 class="text-display-xs font-bold">Is It Still an In-App Message If You Get It on a TV?: Understanding IAMs Across Platforms</h4><div class="flex items-center gap-4"><span class="block size-10 shrink-0 grow-0 basis-10 overflow-hidden rounded-full bg-gray-100"><img alt="" loading="lazy" width="160" height="160" decoding="async" data-nimg="1" class="size-full object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa871ef5dc9e894d320555710664c2e67f03dad70-1000x1000.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa871ef5dc9e894d320555710664c2e67f03dad70-1000x1000.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa871ef5dc9e894d320555710664c2e67f03dad70-1000x1000.png&w=384&q=75"/></span><div class="flex flex-col items-start justify-center gap-4 sm:flex-row md:items-center"><h6 class="text-md font-semibold text-gray-900 sm:text-lg">Team Braze</h6></div></div><span class="text-sm font-bold text-gray-500">November 26, 2024</span></div></div></a><a class="flex px-4 text-gray-900 hover:text-primary-700 w-full sm:shrink-0 sm:grow-0 sm:basis-1/2 lg:basis-1/3 sm:[&:nth-child(2n)]:-translate-y-10 md:[&:nth-child(2n)]:translate-y-0 lg:[&:nth-child(3n)]:-translate-y-20 lg:[&:nth-child(3n+2)]:-translate-y-10" href="/resources/articles/push-notification-evolution-2009-to-now"><div class="relative flex size-full flex-col overflow-hidden rounded-xl bg-white shadow-xl"><div class="h-[216px] w-full overflow-hidden rounded-xl bg-gradient-card"><img alt="The Evolution of Push Notifications: 15 Years of Expansion and Innovation" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="size-full rounded-xl object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fc13c196e2c67f9354ecab218df3c9f03d84e5bed-3840x2160.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fc13c196e2c67f9354ecab218df3c9f03d84e5bed-3840x2160.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fc13c196e2c67f9354ecab218df3c9f03d84e5bed-3840x2160.png&w=1200&q=75"/></div><div class="flex w-full grow flex-col gap-8 px-5 py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">blog</span><span class="text-sm font-bold text-gray-500">7 min read</span></div><h4 class="text-display-xs font-bold">The Evolution of Push Notifications: 15 Years of Expansion and Innovation</h4><div class="flex items-center gap-4"><span class="block size-10 shrink-0 grow-0 basis-10 overflow-hidden rounded-full bg-gray-100"><img alt="" loading="lazy" width="160" height="160" decoding="async" data-nimg="1" class="size-full object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa871ef5dc9e894d320555710664c2e67f03dad70-1000x1000.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa871ef5dc9e894d320555710664c2e67f03dad70-1000x1000.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa871ef5dc9e894d320555710664c2e67f03dad70-1000x1000.png&w=384&q=75"/></span><div class="flex flex-col items-start justify-center gap-4 sm:flex-row md:items-center"><h6 class="text-md font-semibold text-gray-900 sm:text-lg">Team Braze</h6></div></div><span class="text-sm font-bold text-gray-500">November 25, 2024</span></div></div></a></div></div><section class="bg-blurPurple blur-purple-animation relative overflow-hidden contain-layout pt-10 sm:pt-16 pb-10 sm:pb-16 custom-background"><div class=""><div class="flex w-full flex-col items-center py-16 lg:py-24"><div class="container flex 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And much of it is happening on our platform. Join brands of all sizes who are taking the craft of customer engagement to the next level.</div></div><div class="flex w-full flex-col justify-center gap-8 md:flex-row lg:flex-row false items-center"><a href="/get-started"><button class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-5 py-3 text-md bg-white border border-transparent text-gray-900 shadow-xs hover:bg-[#F9FAFB] active:bg-white active:border-[#D0D5DD] active:border disabled:bg-white disabled:border-[#EAECF0] disabled:border disabled:text-[#98A2B3]">Get Started</button></a><a href="/product"><button class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-5 py-3 text-md bg-transparent text-white border border-transparent hover:bg-[#ffffff1a] active:bg-[#ffffff1a] active:border-[#FFF] 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That increase is an indicator of growing message sophistication among these brands, allowing them to do more with the outreach they send, including tailoring their BFCM messages to each individual recipient.\",\"_key\":\"69fe5e4a0b930\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"_key\":\"eCYv7Cgn\",\"asset\":{\"_ref\":\"image-7d20007d814e02612fe724bc401d7c4e6212fc63-2400x1256-png\",\"_type\":\"reference\"},\"_type\":\"richImage\",\"alt\":null,\"caption\":null,\"markDefs\":null,\"image\":null},{\"markDefs\":[{\"_key\":\"15f94459c44b\",\"reference\":{\"_type\":\"blogPost\",\"seo\":{\"slug\":{\"current\":\"customer-engagement-guide\"},\"noFollow\":false,\"pageTitle\":\"The Complete Guide to Customer Engagement | Braze\",\"pageDescription\":\"Discover the key elements of a successful customer engagement strategy, from understanding customer needs to driving business growth through personalized experiences.\",\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-738f88acffd68317d87f39b8d7f6e8738cbe6f46-1200x628-png\",\"_type\":\"reference\"}},\"noIndex\":false},\"slug\":null},\"_type\":\"internalLink\"},{\"reference\":{\"_type\":\"blogPost\",\"seo\":{\"pageDescription\":\"At its core, a batch and blast email strategy is built around sending a big group of people the exact same email message, with no specific targeting or personalization of your outreach. Let's dive into why batch emailing is bad for business.\",\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-19724eb35bb92434af444334f7dc75ce16122d14-1400x700-jpg\",\"_type\":\"reference\"}},\"noIndex\":false,\"slug\":{\"current\":\"whats-batch-and-blast-email\"},\"noFollow\":false,\"pageTitle\":\"What’s Batch and Blast Email?\"},\"slug\":null},\"_type\":\"internalLink\",\"_key\":\"446598b44d94\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"All of this helps showcase how our customers are evolving their \",\"_key\":\"418b0f4dc5e70\"},{\"text\":\"customer engagement\",\"_key\":\"418b0f4dc5e71\",\"_type\":\"span\",\"marks\":[\"15f94459c44b\"]},{\"_type\":\"span\",\"marks\":[],\"text\":\" practices during BFCM and beyond. Instead of focusing on the \",\"_key\":\"418b0f4dc5e72\"},{\"_type\":\"span\",\"marks\":[\"446598b44d94\"],\"text\":\"batch-and-blast\",\"_key\":\"418b0f4dc5e73\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" holiday campaigns of yesteryear, they’re engaging customers with messages that are more relevant and unique to each recipient. Because they’re using a platform like Braze, they’re able to reach customers on the right channel with the message that will resonate the most. Even beyond the initial promotions and discounts, our customers are leveraging the BFCM season to attract new customers who will keep coming back long after the sales are over.\",\"_key\":\"418b0f4dc5e74\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"418b0f4dc5e7\"},{\"_key\":\"c5d8c2b443c2\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Brands Leaned More Into Cross-Channel and Broke Braze Volume Records\",\"_key\":\"c5d8c2b443c20\"}],\"_type\":\"block\",\"style\":\"h2\"},{\"markDefs\":[],\"children\":[{\"text\":\"As the number of customer messaging channels has grown, the possibilities for marketers have expanded, too—and that's especially true during a major sales period like BFCM. And this year, brands have taken full advantage: Our data showed that this was the most diverse year on record in terms of channel mix, with Braze supporting a wide array of established and emerging messaging channels.\",\"_key\":\"515c419e577f0\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"515c419e577f\"},{\"style\":\"normal\",\"_key\":\"9f97cf50b832\",\"markDefs\":[{\"reference\":{\"_type\":\"productPage\",\"seo\":{\"pageTitle\":\"Content Cards by Braze | In-App Messaging \u0026 Content Delivery\",\"pageDescription\":\"Enhance customer engagement with Braze Content Cards™. Deliver personalized in-app messages with ease for seamless user experiences.\",\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-a6439c9047245ff4fdb60c8fa58e6d7babc90437-1200x628-png\",\"_type\":\"reference\"}},\"noIndex\":false,\"slug\":{\"current\":\"product/content-cards\",\"_type\":\"slug\"},\"noFollow\":false},\"slug\":null},\"_type\":\"internalLink\",\"_key\":\"9add529a637e\"},{\"reference\":{\"_type\":\"blogPost\",\"seo\":{\"noFollow\":false,\"pageTitle\":\"What Are Connected TV Notifications?\",\"pageDescription\":\"With an ever-growing list of streaming services, viewers certainly don’t lack entertainment options. Yet despite what seems like a new launch every month, the average American subscriber still only watches 3.4 of these services. So, how can brands capture audiences in this increasingly crowded market?\",\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_type\":\"reference\",\"_ref\":\"image-cd4fa25eb07b355e06aecb61240d2204368e4fd8-1200x628-png\"}},\"noIndex\":false,\"slug\":{\"current\":\"what-are-connected-tv-notifications\"}},\"slug\":null},\"_type\":\"internalLink\",\"_key\":\"ef6d46afaeb4\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"This BFCM, we saw a significant increase in the use of email, SMS/MMS, \",\"_key\":\"9f97cf50b8320\"},{\"_type\":\"span\",\"marks\":[\"9add529a637e\"],\"text\":\"Content Cards\",\"_key\":\"9f97cf50b8321\"},{\"_type\":\"span\",\"marks\":[],\"text\":\", web push notifications, as well as emerging channels like \",\"_key\":\"9f97cf50b8322\"},{\"_type\":\"span\",\"marks\":[\"ef6d46afaeb4\"],\"text\":\"Roku messages\",\"_key\":\"9f97cf50b8323\"},{\"_type\":\"span\",\"marks\":[],\"text\":\"—demonstrating that our customers are increasingly leaning into a diverse, cross-channel strategy to connect with their users.\",\"_key\":\"9f97cf50b8324\"}],\"_type\":\"block\"},{\"caption\":\"Results are for the four-day period in 2023, with growth comparisons to 2022.\",\"_key\":\"DCt1e49n\",\"asset\":{\"_ref\":\"image-f030d6e9bb3cfffde01dc723eb5e1e0f7f24f9fd-2400x1256-png\",\"_type\":\"reference\"},\"markDefs\":null,\"image\":null,\"_type\":\"richImage\",\"alt\":\"Results are for the four-day period in 2023, with growth comparisons to 2022.\"},{\"markDefs\":[{\"reference\":{\"_type\":\"blogPost\",\"seo\":{\"noFollow\":false,\"pageTitle\":\"Single-Channel vs. Cross-Channel Customer Engagement | Braze\",\"pageDescription\":\"Discover how cross-channel customer engagement outperforms single-channel strategies, driving growth, conversions, and long-term customer value.\",\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-70065bece13f30f05df1256b1ac8ff22c8c64f26-1100x628-png\",\"_type\":\"reference\"}},\"noIndex\":false,\"slug\":{\"current\":\"single-channel-vs-cross-channel-customer-engagement-a-closer-look\"}},\"slug\":null},\"_type\":\"internalLink\",\"_key\":\"38b59596c726\"},{\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/email/drag_and_drop/\",\"_key\":\"d740ae6c64e3\"}],\"children\":[{\"_key\":\"f53e1ba1892a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"That's true across both \"},{\"text\":\"in-product channels (e.g., in-app messages) and out-of-product channels (e.g., push notifications\",\"_key\":\"f53e1ba1892a1\",\"_type\":\"span\",\"marks\":[\"38b59596c726\"]},{\"_type\":\"span\",\"marks\":[],\"text\":\"). We saw notable gains from urgent channels like SMS/MMS and web push, allowing brands to grab users' attention for the sorts of time-sensitive sales often synonymous with the four-day period. At the same time, rich, multifaceted channels like email and Content Cards were among the fastest-growing channels in terms of usage, opening up opportunities for marketers to easily showcase specific products or promotions in a single message. (In the case of email, we believe this rise may be partly influenced by the release of our \",\"_key\":\"f53e1ba1892a2\"},{\"_type\":\"span\",\"marks\":[\"d740ae6c64e3\"],\"text\":\"drag-and-drop email editor\",\"_key\":\"f53e1ba1892a3\"},{\"text\":\", which makes it easier and quicker to create complex, interesting inbox experiences.)\",\"_key\":\"f53e1ba1892a4\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"f53e1ba1892a\"},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"I'm particularly thrilled to see brands increasing their usage of new channels like Roku messages, which saw massive growth year over year. This kind of growth indicates that customer engagement teams are expanding their channel mixes beyond just established channels, allowing them to reach new audiences on new devices or platforms.\",\"_key\":\"e647eb08b5ca0\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"e647eb08b5ca\"},{\"_key\":\"e850a978c977\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://docs.google.com/spreadsheets/d/11o5faad1L8xGcK7a8dlgsWZoIgbe94Kek16IN4haPyM/edit#gid=409711944\u0026range=B41\",\"_key\":\"0bfc98a1841c\"},{\"_type\":\"link\",\"href\":\"/product/braze-canvas-flow\",\"_key\":\"1c202e830cbb\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"A more diverse channel mix and increased personalization weren't the only places we saw growing marketing sophistication. Our data found a \",\"_key\":\"e850a978c9770\"},{\"marks\":[\"0bfc98a1841c\"],\"text\":\"67% increase\",\"_key\":\"e850a978c9771\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" in messages sent using \",\"_key\":\"e850a978c9772\"},{\"_type\":\"span\",\"marks\":[\"1c202e830cbb\"],\"text\":\"Canvas Flow\",\"_key\":\"e850a978c9773\"},{\"marks\":[],\"text\":\" (our visual development environment, which marketers can use as a no-code, drag-and-drop journey orchestration tool), reflecting how marketers are managing and orchestrating multi-step, cross-channel messaging flows during BFCM. As more brands leverage personalization and multiple channels in their customer messaging, the use of this sort of journey orchestration tool is only going to become more important (and more impactful) as time goes on.\",\"_key\":\"e850a978c9774\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"style\":\"normal\",\"_key\":\"b2b86c9d1fcc\",\"markDefs\":[],\"children\":[{\"text\":\"On the whole, our data also shows that brands using Braze sent 37+ billion messages during BFCM, breaking our previous records for sending volumes during this period. We had an average send volume of over 6,400,000 messages per minute during this four-day period. That growth was particularly evident during Black Friday, where we saw message volumes hit a height of more than \",\"_key\":\"b2b86c9d1fcc0\",\"_type\":\"span\",\"marks\":[]},{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"21 million messages sent in a single minute\",\"_key\":\"b2b86c9d1fcc1\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" on our way to sending \",\"_key\":\"b2b86c9d1fcc2\"},{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"11.3 billion marketing messages on Friday alone\",\"_key\":\"b2b86c9d1fcc3\"},{\"_type\":\"span\",\"marks\":[],\"text\":\". Even with the high volume over BFCM, when averaged across all of Braze customers and service offerings, we had over 99.99% uptime!\",\"_key\":\"b2b86c9d1fcc4\"}],\"_type\":\"block\"},{\"alt\":null,\"caption\":null,\"_key\":\"adfY4zkM\",\"asset\":{\"_ref\":\"image-1cd8947304f342340311b2641daaf863182b88ee-2400x1256-png\",\"_type\":\"reference\"},\"_type\":\"richImage\",\"markDefs\":null,\"image\":null},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How Braze Prepares for Black Friday and Cyber Monday\",\"_key\":\"76eebe31c8de0\"}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"76eebe31c8de\"},{\"markDefs\":[{\"reference\":{\"_type\":\"blogPost\",\"seo\":{\"slug\":{\"current\":\"building-braze-how-braze-effectively-manages-holiday-messaging-capacity\"},\"noFollow\":false,\"pageTitle\":\"How Braze Effectively Manages Holiday Messaging Capacity\",\"pageDescription\":\"Meeting the customer engagement demands of the holiday shopping season has been front of mind for Braze since our founding in 2011, but doing that successfully takes careful planning, teamwork, and thoughtful use of technology at scale. Read on for a deeper look at the planning and processes that make it possible for us to successfully support some of the world’s biggest brands throughout the holiday shopping season.\",\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-8b7d620b6597cffff0eaf58d7872bbddf22c3837-1200x628-png\",\"_type\":\"reference\"}},\"noIndex\":false},\"slug\":null},\"_type\":\"internalLink\",\"_key\":\"19ecf1dab8ff\"}],\"children\":[{\"marks\":[],\"text\":\"Preparing for BFCM and the scale of message volume are significant undertakings, ones that \",\"_key\":\"7f51fd7d37fb0\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[\"19ecf1dab8ff\"],\"text\":\"Braze takes very seriously\",\"_key\":\"7f51fd7d37fb1\"},{\"text\":\". It’s never an easy time, but the hard work we put in before always pays off, and there’s nothing more rewarding than helping our customers achieve a successful BFCM.\",\"_key\":\"7f51fd7d37fb2\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"7f51fd7d37fb\"},{\"markDefs\":[{\"reference\":{\"_type\":\"blogPost\",\"seo\":{\"noIndex\":false,\"slug\":{\"current\":\"braze-customer-success\"},\"noFollow\":false,\"pageTitle\":\"Reach the Next Level With the Braze Customer Success Team\",\"pageDescription\":\"Find out how the Braze Customer Success team enables companies like yours to get more out of the Braze platform to drive customer engagement best practices and KPIs.\",\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-bb86a7c58eeb40d97aa80f3252e7c9fbfacb4052-1200x628-png\",\"_type\":\"reference\"}}},\"slug\":null},\"_type\":\"internalLink\",\"_key\":\"8337cd73f263\"}],\"children\":[{\"_key\":\"0521370bd36e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"As in years past, the Braze Capacity Planning Change Advisory Board began our BFCM capacity planning on September 1, when we partnered with our \"},{\"_type\":\"span\",\"marks\":[\"8337cd73f263\"],\"text\":\"Customer Success team\",\"_key\":\"0521370bd36e1\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" to forecast volumes. Braze Customer Success managers proactively partnered with select customers to understand their specific marketing plans and anticipated needs, then shared that information with the Change Advisory Board. From there, we met weekly to discuss our analyses of each database, sending service, data processing systems, network bandwidth capacity, and more. We also partnered with our vendors to capacity plan—or contingency plan—as necessary.\",\"_key\":\"0521370bd36e2\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"0521370bd36e\"},{\"markDefs\":[],\"children\":[{\"text\":\"During the holiday season, Braze implements a strategic staffing plan and expands escalation paths for potential issues so that if any issues do arise, we're well-equipped to respond to them. This approach adds additional on-call staffing and team-specific, around-the-clock support. Each of those teams has an on-call representative, a backup on-call representative, and an escalation point on-call, with any escalation chain leading to the incident commander on-call (usually myself or our head of DevOps), ensuring customers have all the support they need to respond to any technical issues or challenges.\",\"_key\":\"9567c413df8f0\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"9567c413df8f\"},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"When our customers run campaigns that push us and our platform, we work to understand what they’re doing and where they’re going regarding customer engagement. In the process, the Braze platform and organization evolve along with our customers and their strategies, making Braze better for our entire customer and partner universe. In the coming days, our Change Advisory Board will do a final look back to collect all the learnings; after all, scale challenges like Black Friday, while undoubtedly high pressure, are also high density in their learnings, making the event even more special.\",\"_key\":\"37f4e188cc590\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"37f4e188cc59\"},{\"markDefs\":[{\"reference\":{\"_type\":\"webinar\",\"seo\":{\"noIndex\":false,\"slug\":{\"current\":\"retain-your-holiday-customers-into-the-new-year-and-beyond\"},\"noFollow\":false,\"pageTitle\":\"Retain Your Holiday Customers Into the New Year and Beyond\",\"pageDescription\":\"Retailers need to create journeys and experiences that keep these customers happy and engaged with your brand, ultimately leading to stronger loyalty and retention that outlasts the holidays. Don’t succumb to the holiday hangover—build a post-holiday plan that will extend the holiday cheer into the new year and beyond!\",\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-2022965bfdb318342cc9227ec4c8e88a5b35635e-2400x1256-png\",\"_type\":\"reference\"}}},\"slug\":null},\"_type\":\"internalLink\",\"_key\":\"bfc6a4c47642\"}],\"children\":[{\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Want to learn how to better capitalize on the holidays for long-term success? Check out our 10-minute on-demand webinar “\",\"_key\":\"afc35042420b0\"},{\"_type\":\"span\",\"marks\":[\"bfc6a4c47642\",\"em\"],\"text\":\"Retain Your Holiday Customers Into the New Year and Beyond\",\"_key\":\"afc35042420b1\"},{\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\".”\",\"_key\":\"afc35042420b2\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"afc35042420b\"},{\"_key\":\"bcf582463698\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"http://braze.com/careers\",\"_key\":\"a8186da36db9\"}],\"children\":[{\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Want to be a part of Black Friday and Cyber Monday next year? \",\"_key\":\"bcf5824636980\"},{\"text\":\"We’re 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Break Braze Records\",\"body\":\"$23\",\"featuredImageUrl\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/1a0512e802ba3e638dc50fd39f5b6353e683ea5f-1500x1500.png\",\"publicationDates\":\"$102\",\"author\":\"$103\",\"categories\":\"$10b\",\"parentSectionSlug\":\"/resources/articles\"}],[\"$\",\"div\",null,{\"className\":\"container py-10 md:py-24\",\"children\":[[\"$\",\"div\",null,{\"className\":\"mb-8 flex flex-col gap-8 sm:flex-row sm:justify-between\",\"children\":[[\"$\",\"h3\",null,{\"className\":\"mb-6 text-display-md font-bold text-gray-900 lg:text-display-lg\",\"children\":\"Related Content\"}],[\"$\",\"$L19\",null,{\"label\":\"View the Blog\",\"variant\":\"secondaryGray\",\"href\":\"/resources/articles\",\"className\":\"h-10 bg-gray-300 py-0 text-md\"}]]}],[\"$\",\"div\",null,{\"className\":\"-mx-4 flex flex-col gap-y-8 sm:flex-row sm:flex-wrap sm:pt-20\",\"children\":[[\"$\",\"$L123\",\"3e3633ab-06a1-4a74-8a37-f3b6bd56b5cd\",{\"category\":\"blogPost\",\"categories\":{\"topics\":[{\"name\":[{\"value\":\"Building Braze\",\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"en-us\"},{\"_key\":\"ja\",\"value\":\"Building Braze\",\"_type\":\"internationalizedArrayStringValue\"},{\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ko\",\"value\":\"Building Braze\"}],\"slug\":{\"current\":\"building-braze\"},\"_id\":\"imported-craft-1522\"}]},\"title\":\"Steering the Braze Product Roadmap\",\"body\":[{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"As one of the senior members of the Product team here at Braze, I hear a lot of questions from prospects, customers, and partners alike about our platform. One of the questions I get asked the most frequently is how Braze—and the Product team specifically—approaches product development. Often, that question comes from potential customers who are looking to better understand:\",\"_key\":\"071d9fe59d830\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"fa337e0fc3e8\",\"markDefs\":[]},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"What the future evolution of the Braze product will look like\",\"_key\":\"f22dd6a15eb60\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"fb51cb1832f5\",\"listItem\":\"bullet\"},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"How my organization decides what features and functionality gets added to the product\",\"_key\":\"2e8400cc917a0\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"afe057e62bba\",\"listItem\":\"bullet\",\"markDefs\":[]},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"bf4cd3b7cb39\",\"listItem\":\"bullet\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Whether the requests they make—or plan to make—can be prioritized\",\"_key\":\"3945f69843e40\"}],\"level\":1},{\"_key\":\"8dd3a203c138\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Whether they think about it in these terms or not, what they’re really doing is asking about our product roadmap and how we manage it. So, today I wanted to take a minute to discuss how industry expertise and customer feedback shape the way we build Braze for the future.\",\"_key\":\"8440ef44d64d0\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"markDefs\":[],\"children\":[{\"text\":\"How does Braze approach product development?\",\"_key\":\"b17a082800660\",\"_type\":\"span\",\"marks\":[\"strong\"]}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"5bc41f211825\"},{\"_key\":\"afd7704341c5\",\"markDefs\":[],\"children\":[{\"_key\":\"a3eebfaa07700\",\"_type\":\"span\",\"marks\":[],\"text\":\"At Braze, our overall product roadmap is informed by an internal vision that informs how we want our platform to develop and change over the next three to five years. That vision is set by Braze Chief Product Officer Kevin Wang, in consultation with other leaders and key stakeholders, and is informed by our internal technical expertise, industry-specific insights, and market research. We call it our Braze multi-year product vision and what it does is give our Product, Design, and Engineering teams a north star when it comes to the overall direction we want things to travel.\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"markDefs\":[],\"children\":[{\"_key\":\"b1c9acc71ea70\",\"_type\":\"span\",\"marks\":[],\"text\":\"Then, alongside OUR vision, we take into account YOUR feedback. Braze has a framework for gathering, assessing, and prioritizing customer development requests, which allows us to further enhance the product based on real-life use cases, customer needs, and user experience feedback.\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"b748dd9bb248\"},{\"children\":[{\"_key\":\"4c72e6bf18d30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Beyond those two core factors, we also make a point of budgeting time to respond to emerging trends that might crop up over the course of a given quarter or year. The Braze Product, Design, and Engineering organization is an \"},{\"_type\":\"span\",\"marks\":[\"ffea7d42b733\"],\"text\":\"Agile\",\"_key\":\"4c72e6bf18d31\"},{\"text\":\" shop, so it’s important that we give ourselves room to adjust when priorities or areas of focus change unexpectedly.\",\"_key\":\"4c72e6bf18d32\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"a43f47b3a147\",\"markDefs\":[{\"href\":\"https://www.braze.com/resources/articles/building-braze-journey-to-agile-software-development\",\"_key\":\"ffea7d42b733\",\"_type\":\"link\"}]},{\"_key\":\"f2a1a4b80ddf\",\"markDefs\":[],\"children\":[{\"_key\":\"79b16b3390310\",\"_type\":\"span\",\"marks\":[],\"text\":\"This multi-pronged, disciplined approach to product development keeps our team focused on delivering the biggest benefits to the largest number of customers. Plus, it also reduces the risk of diluting the power of our core functionality by adding too many niche customizations.\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"_key\":\"059d0f122fcd\",\"markDefs\":[],\"children\":[{\"_key\":\"510d786dd33b0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Why is a product roadmap so important?\"}],\"_type\":\"block\",\"style\":\"h2\"},{\"_key\":\"f895759ade26\",\"markDefs\":[],\"children\":[{\"text\":\"There’s a reason that basically any reputable technology company has a product roadmap: Because it helps everyone in the Product, Design, and Engineering organization focus on the big picture and make it easier for them to evolve their product in ways that are coherent and valuable.\",\"_key\":\"7bc4675b361f0\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\"},{\"children\":[{\"marks\":[],\"text\":\"At Braze, our customers, partners, and developers are all key stakeholders in our platform’s future. And because of that, everyone has an opinion—or many opinions—about the best path forward and what our north star should be. It’s great that the Braze platform can inspire such passion and thought from so many different organizations and stakeholders; at the same time, if we tried to follow every idea and opportunity that was placed in front of us, we’d be pulled in a hundred different directions. Instead of implementing a core number of impactful enhancements over a given time period, we’d likely end up creating an incoherent functional footprint and a frustrating UX.\",\"_key\":\"99f06bfc22a80\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"b314c0ba54c5\",\"markDefs\":[]},{\"_key\":\"3e9a99299a48\",\"markDefs\":[],\"children\":[{\"_key\":\"9f640642ec450\",\"_type\":\"span\",\"marks\":[],\"text\":\"That’s why we need a product roadmap. To align all those stakeholders when it comes to the direction we’re traveling in. To keep the product moving forward, toward bigger and better things. And to ensure that we’re adding meaningful value for our users and their end users. Without that organizing principle, we’d run the risk of just rewarding whatever voices happened to shout the loudest…and that just doesn’t work.\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"220650ccd86d\",\"markDefs\":[],\"children\":[{\"text\":\"Reactive product development: A cautionary tale\",\"_key\":\"934b5f22daeb0\",\"_type\":\"span\",\"marks\":[\"strong\"]}]},{\"children\":[{\"text\":\"In a previous life, I worked in exactly that kind of business—that is, at a company where the squeaky wheel always got the grease. We had hundreds of different clients, but around a dozen big-hitters in that group actually called the shots when it came to product development. The result? Instead of steering our own course and strategically developing a coherent product, we responded to their needs reactively, even when it didn’t serve the technology as a whole. After a while, adding niche request after niche request resulted in a Frankenstein’s monster of a product.\",\"_key\":\"0546b5d410e70\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"bae1d848278b\",\"markDefs\":[]},{\"markDefs\":[],\"children\":[{\"_key\":\"c5869f3c95020\",\"_type\":\"span\",\"marks\":[],\"text\":\"The outcome mostly satisfied those core customers. But the incoherent jumble of functionality that results left most of our other customers confused and frustrated. We kept a handful of major clients but—because we lost sight of what our product was actually supposed to do—we lost the rest.\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"78fdd5d402ab\"},{\"_key\":\"2cb7c3228806\",\"markDefs\":[],\"children\":[{\"_key\":\"d248dcd1e8730\",\"_type\":\"span\",\"marks\":[],\"text\":\"That’s not how it works at Braze. Our product roadmap and the process we’ve developed for adjusting and refining it keeps us focused and aligned on the core use case for our platform, so we can be confident that we’re adding more value for more users over time.\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"markDefs\":[],\"children\":[{\"text\":\"Understanding the Braze product roadmap management process\",\"_key\":\"cea5dd3d818e0\",\"_type\":\"span\",\"marks\":[\"strong\"]}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"e231195c16f1\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"214b1532d97b\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Now that we’ve walked through why it’s so important to have a product roadmap and how we approach our product roadmap here at Braze, the next thing we need to cover is what the process of managing it looks like. The core question there is: How do we incorporate different pieces of feedback and inputs to improve our product?\",\"_key\":\"3eb326c7a3850\"}]},{\"_key\":\"4bf7000a6072\",\"markDefs\":[],\"children\":[{\"marks\":[\"strong\"],\"text\":\"Combining top-down vision with bottom-up innovation\",\"_key\":\"963c7e7112200\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"h3\"},{\"children\":[{\"marks\":[],\"text\":\"When Kevin, our chief product officer, is developing and updating his multi-year product vision, one thing he does is keep a watchful eye on the market and how it’s poised to develop—from marketing trends to tech advances—so that we can assess each potential opportunity and decide whether to incorporate them into our roadmap. In recent years, that led us to build out \",\"_key\":\"0b8be06d8a3e0\",\"_type\":\"span\"},{\"text\":\"advanced automation capabilities\",\"_key\":\"0b8be06d8a3e1\",\"_type\":\"span\",\"marks\":[\"406726806e4e\"]},{\"marks\":[],\"text\":\" well in advance of the current AI boom and to add in-platform support for \",\"_key\":\"0b8be06d8a3e2\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[\"0a39d2752427\"],\"text\":\"WhatsApp\",\"_key\":\"0b8be06d8a3e3\"},{\"text\":\" as an engagement channel.\",\"_key\":\"0b8be06d8a3e4\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"df7236695bd7\",\"markDefs\":[{\"_key\":\"406726806e4e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/how-braze-stays-ahead-of-the-curve-on-ai\"},{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-announces-native-support-for-whatsapp\",\"_key\":\"0a39d2752427\"}]},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"014a577dc74c\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/building-braze-requirejs-deprecation-webpack\",\"_key\":\"9724423e5589\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"At the same time, Kevin’s top-down approach is only one part of the equation. We also see significant innovation coming from our very talented teams of developers. They’re at the cutting edge of what customer engagement technology can do, so it’s important that we listen to their eyes and make sure the best ones can make their way into the mix. The results can be significant—like when one of engineers came up with an outside of the box way to more easily \",\"_key\":\"c987fb9538e30\"},{\"_type\":\"span\",\"marks\":[\"9724423e5589\"],\"text\":\"deprecate RequireJS\",\"_key\":\"c987fb9538e31\"},{\"text\":\" and modernize our front end stack.\",\"_key\":\"c987fb9538e32\",\"_type\":\"span\",\"marks\":[]}]},{\"_key\":\"3d059c56529b\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Finally, our UX team members are constantly evaluating the dashboard and measuring it against established UX Heuristics. Based on any gaps observed and measured against customer support feedback, there is advocacy for addressing UX pain points.\",\"_key\":\"9d9838dc87d60\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"_key\":\"43c4ea6bb942\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Incorporating customer requests and feedback\",\"_key\":\"99e9804721fe0\"}],\"_type\":\"block\",\"style\":\"h3\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"6f40639bbd3c\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Customer inputs are the other essential part of the process. And, understandably, it’s this aspect of how we manage our product roadmap that prospective and existing customers tend to be the most interested in. At the core, they tend to be wondering if their feedback can actually influence product development, and whether it’s worth speaking up. To that, I say a resounding YES.\",\"_key\":\"cbdd2725298b0\"}]},{\"children\":[{\"text\":\"Most customer feedback on the Braze platform reaches my organization through our Customer Success and Global Technical Support teams. That can be everything from customization requests (i.e. your big ideas on what new features we should add to Braze) to complaints (i.e. the pain points that you really want us to address). We typically get about 4,000 customer inputs a year and we’ve got around 30 product managers who deal directly with this sort of customer feedback. To help us make sense out of all the data that’s coming our way, we take advantage of \",\"_key\":\"a4c685d950d90\",\"_type\":\"span\",\"marks\":[]},{\"_key\":\"a4c685d950d91\",\"_type\":\"span\",\"marks\":[\"abf1e97a0e29\"],\"text\":\"a platform called ProductBoard\"},{\"_type\":\"span\",\"marks\":[],\"text\":\". (What else would you expect from a company that helps its customers listen to understand, and act on data to improve THEIR customers’ experiences?)\",\"_key\":\"a4c685d950d92\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"9de1ebfe561a\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/4-ways-to-use-research-as-an-organizational-bridge\",\"_key\":\"abf1e97a0e29\"}]},{\"style\":\"normal\",\"_key\":\"b9ff134a1511\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"ProductBoard helps us spot trends in what our customers are asking for, so it’s easier to tell if a piece of feedback is a one-off request that really only adds value for a specific customer, or symptomatic of something that could have a much bigger impact for a lot of people. As you might expect, if a suggested change has the potential to have a significant impact on a range of customers, that’s a key thing we keep in mind.\",\"_key\":\"b77c23a804df0\",\"_type\":\"span\"}],\"_type\":\"block\"},{\"_key\":\"d307a54d4e0a\",\"markDefs\":[],\"children\":[{\"marks\":[\"strong\"],\"text\":\"How Braze prioritizes updates to our product roadmap\",\"_key\":\"0365d66e70c60\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"h3\"},{\"markDefs\":[],\"children\":[{\"text\":\"The truth is, even if we had unlimited developers, time, and money, we probably still wouldn’t implement every idea that came our way. Why? Because we know that if we want to keep the Braze platform focused and functional, we need to be very strategic about what features and functionality we do actually add.\",\"_key\":\"cbcad43a6ffa0\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"0f6d84b7450c\"},{\"_key\":\"2b71bf267ccf\",\"markDefs\":[],\"children\":[{\"marks\":[\"strong\"],\"text\":\"Prioritizing customer requests\",\"_key\":\"26e6b5e16aa80\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"h3\"},{\"style\":\"normal\",\"_key\":\"4e7ed66df8bf\",\"markDefs\":[],\"children\":[{\"_key\":\"f342a0cb1ed70\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once we’ve triaged all the best ideas for possible changes from our customers and other stakeholders, we need to sit down and prioritize them. As part of that process, we consider a lot of different factors, but three are particularly important:\"}],\"_type\":\"block\"},{\"_key\":\"cb75bf82f102\",\"listItem\":\"bullet\",\"markDefs\":[],\"children\":[{\"text\":\"Does this align with our vision for Braze and its core use case?\",\"_key\":\"37ad551c083c0\",\"_type\":\"span\",\"marks\":[]}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\"},{\"listItem\":\"bullet\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Is the payoff for customers worth the time required?\",\"_key\":\"18e2ae1909ba0\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"3969ed8b0a66\"},{\"listItem\":\"bullet\",\"markDefs\":[],\"children\":[{\"text\":\"Will this benefit the majority of our users?\",\"_key\":\"7a967971df180\",\"_type\":\"span\",\"marks\":[]}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"e519c5aee674\"},{\"style\":\"normal\",\"_key\":\"9079a92971e2\",\"markDefs\":[],\"children\":[{\"text\":\"If a piece of customer feedback ticks these boxes, we’ll generally start considering it and work to decide whether we should include it in our roadmap and when and how it could be added. It’s important to remember, though, that none of this happens in a vacuum; there will always be complications and potential trade-offs. If you picture our roadmap as a Kanban board filled with a range of cards, each one representing a given project, it quickly becomes clear that if we move one proposed change up, another one will almost certainly need to move down. It’s a balancing act, and one that we put a lot of thought and care into to get right.\",\"_key\":\"176d4af4da820\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\"},{\"style\":\"h3\",\"_key\":\"b28492d0b51f\",\"markDefs\":[],\"children\":[{\"_key\":\"4be34873c9d90\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Responding to changing priorities\"}],\"_type\":\"block\"},{\"_key\":\"17ece288ba47\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"As I mentioned early, here at Braze we take an Agile approach to product development, dedicating about 70% of our time to the sorts of work I’ve just walked though. Broadly speaking, that time is spent working on sprints on particular themes—for example, we recently had a major focus on ease of use and how we could uplevel it for our product. That said, every journey has detours along the way. And one of the major benefits of having a roadmap is that it helps you find alternative routes to your destination when a complication emerges.\",\"_key\":\"aea26aed0e8b0\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"_key\":\"8f4a1b2e42b0\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/reimagining-your-email-with-amp-and-how-to-set-your-team-for-success\",\"_key\":\"439e86e39490\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Complications—and changes in strategy—happen. That’s why our product roadmap reserves 30% of the bandwidth for our Product, Design, and Engineering organization to handle the detours that could crop up. Maybe that’s Apple announcing major changes to iOS. Maybe third-party cookies are finally really getting deprecated. Or maybe there’s a major new advance in AI technology that we simply have to jump on to better support our customers. By reserving this capacity, we can be faster to market with the functionality our customers need to continue offering the very best cross-channel experiences to their end users. This is what allows Braze to get first-to-market countless times (see \",\"_key\":\"e11ce80bc6790\"},{\"_type\":\"span\",\"marks\":[\"439e86e39490\"],\"text\":\"AMP for Email\",\"_key\":\"e11ce80bc6791\"},{\"text\":\", direct integrations for email deliverability, etc.).\",\"_key\":\"e11ce80bc6792\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\"},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final thoughts\",\"_key\":\"6bf1ea94ec900\"}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"0ddcf27215d3\"},{\"_key\":\"25abfeb7493e\",\"markDefs\":[],\"children\":[{\"text\":\"At Braze, we’ve found a strong balance between proactively shaping the platform and responding positively to customer feedback.\",\"_key\":\"8abcf63f826e0\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\"},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"With a flexible but disciplined approach to product development, we’re intentionally crafting a coherent, feature-rich platform that stays true to our ultimate purpose—supporting our users as they strive to be better marketers.\",\"_key\":\"46fb82ff6d8d0\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"d2d8c3b61316\"},{\"style\":\"normal\",\"_key\":\"9a8b748d6741\",\"markDefs\":[],\"children\":[{\"_key\":\"10c83b05df680\",\"_type\":\"span\",\"marks\":[],\"text\":\"Thank YOU for making us a better Braze.\"}],\"_type\":\"block\"},{\"style\":\"normal\",\"_key\":\"9afba748307c\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"\",\"_key\":\"2d9026dffb46\"}],\"_type\":\"block\"},{\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"b7078acefb12\",\"markDefs\":[],\"children\":[{\"marks\":[\"strong\",\"em\"],\"text\":\"Forward Looking Statements\",\"_key\":\"2390932ea8450\",\"_type\":\"span\"}]},{\"_key\":\"17a619cc863e\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"$124\",\"_key\":\"5f1203bed8ac0\"}],\"_type\":\"block\",\"style\":\"normal\"}],\"seo\":{\"noFollow\":false,\"pageTitle\":\"Steering the Braze Product Roadmap | Braze\",\"pageDescription\":\"At Braze, we’ve found a strong balance between proactively shaping the development of our customer engagement platform and responding positively to customer feedback. With a flexible but disciplined approach to product development, we’re intentionally crafting a coherent, feature-rich platform that stays true to our ultimate purpose—supporting our users as they strive to be better marketers.\",\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_type\":\"reference\",\"_ref\":\"image-8978b9a138dc8d73c0bf014aa29e27ba690d79d6-1200x628-png\"}},\"noIndex\":false,\"slug\":{\"current\":\"steering-the-braze-product-roadmap\",\"_type\":\"slug\"}},\"_id\":\"3e3633ab-06a1-4a74-8a37-f3b6bd56b5cd\",\"author\":[{\"firstName\":\"Gurbir\",\"lastName\":\"Sukhija\",\"_id\":\"imported-craft-author-918404\"}],\"_type\":\"blogPost\",\"publicationDates\":{\"publishedAt\":\"2024-11-26T16:29:02.349Z\"},\"slug\":\"steering-the-braze-product-roadmap\",\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/a68c56b649cc3b661573189b1d62d52f7fb2faa7-1920x1080.png\",\"className\":\"w-full sm:shrink-0 sm:grow-0 sm:basis-1/2 lg:basis-1/3 sm:[\u0026:nth-child(2n)]:-translate-y-10 md:[\u0026:nth-child(2n)]:translate-y-0 lg:[\u0026:nth-child(3n)]:-translate-y-20 lg:[\u0026:nth-child(3n+2)]:-translate-y-10\",\"pageLink\":\"/resources/articles\"}],[\"$\",\"$L123\",\"3d42e75c-35e6-4396-aa13-e826f218e877\",{\"category\":\"blogPost\",\"slug\":\"in-app-messages-across-platforms\",\"author\":[{\"_id\":\"af8d090c-47dd-436b-9091-15d4b3315919\",\"firstName\":\"Team\",\"lastName\":\"Braze\",\"headshot\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/a871ef5dc9e894d320555710664c2e67f03dad70-1000x1000.png\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/29215b5d501d4f0f08ee24fb961f2d63ad98c75c-1920x1080.png\",\"seo\":{\"pageTitle\":\"Understanding IAMs Across Platforms | Braze\",\"pageDescription\":\"Learn all about the common types of in-app messages that can be created to drive engagement across mobile apps, websites, connected TVs, and AR and VR devices. \",\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_type\":\"reference\",\"_ref\":\"image-53a4aa1c2e16c891511e45cf21ab766fc662b89e-1200x628-png\"}},\"noIndex\":false,\"slug\":{\"current\":\"in-app-messages-across-platforms\",\"_type\":\"slug\"},\"noFollow\":false},\"title\":\"Is It Still an In-App Message If You Get It on a TV?: Understanding IAMs Across Platforms\",\"_type\":\"blogPost\",\"body\":[{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"53dd695c9eaf\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"What kinds of devices come to mind when you think of sending in-app messages (IAMs)? More likely than not, smartphones top the list. But that’s only the beginning. This versatile messaging channel is instrumental in onboarding new users, guiding them through an app, and encouraging longer and repeat sessions—and it can do all that across a range of different devices and platforms.\",\"_key\":\"8b745b9163430\"}]},{\"style\":\"h2\",\"_key\":\"4c7c63d742ec\",\"markDefs\":[],\"children\":[{\"text\":\"The Different Places You Can Use In-App Messages\",\"_key\":\"fe1f737657760\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"c16d97e2cef7\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/in-app_messages/faq/\",\"_key\":\"b4148d15bf01\"}],\"children\":[{\"_type\":\"span\",\"marks\":[\"b4148d15bf01\"],\"text\":\"In-app messages\",\"_key\":\"ff51cf3bca340\"},{\"_key\":\"ff51cf3bca341\",\"_type\":\"span\",\"marks\":[],\"text\":\" support your brand’s customer engagement efforts on your company’s app and website, as well as on connected devices and virtual reality (VR), augmented reality (AR), and spatial computing technologies.\"}]},{\"children\":[{\"marks\":[],\"text\":\"Smartphones and Tablets\",\"_key\":\"d161c4019b5c0\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"fa2709244d97\",\"markDefs\":[]},{\"asset\":{\"_ref\":\"image-9255f60fa6c0769e78581cfad2fc814f0b7ee1a9-2400x1210-png\",\"_type\":\"reference\"},\"_type\":\"richImage\",\"alt\":\"a screenshot of a target app that says what are you making today\",\"_key\":\"6fb67bc5082c\"},{\"_key\":\"f91dd40b1cea\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whats-a-push-primer\",\"_key\":\"d1463925f82d\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"As the name suggests, in-app messages are notifications that can be delivered when users have a mobile or tablet app open. They appear on the screen of a given app, either taking up the full screen or part of it, and are designed to engage customers when they’re actively using the app. One example use case? Using a mobile IAM as a \",\"_key\":\"edf19b87e3070\"},{\"_type\":\"span\",\"marks\":[\"d1463925f82d\"],\"text\":\"push primer\",\"_key\":\"edf19b87e3071\"},{\"marks\":[],\"text\":\".\",\"_key\":\"edf19b87e3072\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"_key\":\"fbc5a3cef07f\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Websites\",\"_key\":\"7d54289efbeb0\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"h2\"},{\"alt\":\"a screenshot of a pants labyrinth in-app message\",\"_key\":\"6c9de3edbc93\",\"asset\":{\"_ref\":\"image-0ca4e06b37e69221e395ee07b927fd130648cfdc-2400x1210-png\",\"_type\":\"reference\"},\"_type\":\"richImage\"},{\"style\":\"normal\",\"_key\":\"6eb896ef48e9\",\"markDefs\":[{\"_key\":\"a97314f48752\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whats-an-in-browser-message-anyway\"}],\"children\":[{\"_key\":\"619d5ee507a20\",\"_type\":\"span\",\"marks\":[],\"text\":\"The web version of in-app messages—known as \"},{\"text\":\"in-browser messages\",\"_key\":\"619d5ee507a21\",\"_type\":\"span\",\"marks\":[\"a97314f48752\"]},{\"_key\":\"619d5ee507a22\",\"_type\":\"span\",\"marks\":[],\"text\":\"—are notifications that reach people when they’re actively browsing a website on mobile or desktop. Just like mobile and tablet in-app messages, this channel is known for its flexibility, making it easy to fit the medium to the message. In-browser messages have a variety of use cases, and are a great way to capture users’ email addresses to support a cross-channel customer engagement approach.\"}],\"_type\":\"block\"},{\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"0ea114838dfe\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Smart TVs and OTT Devices\",\"_key\":\"791db21c02810\"}]},{\"children\":[{\"_key\":\"b02c08d5d51f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"In-app messaging extends to smart TVs and over-the-top (OTT) devices like \"},{\"marks\":[\"6a0b41d9dcbc\"],\"text\":\"Roku\",\"_key\":\"b02c08d5d51f1\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[],\"text\":\", Amazon Fire TV, Android TV, LG TV, Samsung Tizen TV, and Apple TV. Thanks to \",\"_key\":\"b02c08d5d51f2\"},{\"_type\":\"span\",\"marks\":[\"06af40a14768\"],\"text\":\"TV and OTT integrations available with customer engagement platforms\",\"_key\":\"b02c08d5d51f3\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" like Braze, it’s possible to collect information about OTT and connected TV users, including engagement data related to their content preferences, when they’re most likely to stream shows, and which devices they use. From there, brands can leverage these insights to create rich, personalized OTT and \",\"_key\":\"b02c08d5d51f4\"},{\"marks\":[\"381e031c2d4a\"],\"text\":\"smart TV in-app messages\",\"_key\":\"b02c08d5d51f5\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" that display on screen when customers are logged into a TV subscription service. OTT in-app messages are a great way to let viewers know, for instance, that their favorite show has a new season ready to stream.\",\"_key\":\"b02c08d5d51f6\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"b50e2a0a8947\",\"markDefs\":[{\"href\":\"https://www.braze.com/docs/developer_guide/platform_integration_guides/roku/in-app_messaging/overview/#in-app-message-types\",\"_key\":\"6a0b41d9dcbc\",\"_type\":\"link\"},{\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/developer_guide/platform_integration_guides/tv_and_ott/#platforms-and-features\",\"_key\":\"06af40a14768\"},{\"_key\":\"381e031c2d4a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/developer_guide/platform_integration_guides/web/smart_tvs/#analytics\"}]},{\"alt\":\"a tv screen displays a popup for movie canon\",\"_key\":\"aef72605d5ce\",\"asset\":{\"_type\":\"reference\",\"_ref\":\"image-a58588e0f6f72a1a43fb1f8c47ea7510793f24e9-2400x1210-png\"},\"_type\":\"richImage\"},{\"style\":\"h3\",\"_key\":\"515c2a496a91\",\"markDefs\":[],\"children\":[{\"text\":\"AR, VR, and Spatial Computing Messages\",\"_key\":\"b9624d1fd450\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\"},{\"_key\":\"6d25dc92e4d1\",\"asset\":{\"_ref\":\"image-2af2e11d22feacd5b9c96f2cbb6eab7788ca2b52-2400x1210-png\",\"_type\":\"reference\"},\"_type\":\"richImage\",\"alt\":\"a computer screen with a purple popup that says hello visionos\"},{\"style\":\"normal\",\"_key\":\"f4b6e8359449\",\"markDefs\":[{\"href\":\"https://www.braze.com/resources/articles/prep-for-virtual-reality-marketing\",\"_key\":\"0c94da4e1b2d\",\"_type\":\"link\"},{\"href\":\"https://www.braze.com/resources/articles/augmented-reality-marketing-pokemon-go\",\"_key\":\"a50ea2191000\",\"_type\":\"link\"},{\"href\":\"https://www.braze.com/resources/articles/building-braze-a-new-era-of-customer-engagement-braze-announces-visionos-support\",\"_key\":\"72358bd1f53d\",\"_type\":\"link\"},{\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/developer_guide/platform_integration_guides/swift/initial_sdk_setup/overview\",\"_key\":\"6cec2e7a14fb\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"The next frontier of in-app messaging has arrived with the advancement of \",\"_key\":\"977d14acd2d40\"},{\"text\":\"virtual reality\",\"_key\":\"977d14acd2d41\",\"_type\":\"span\",\"marks\":[\"0c94da4e1b2d\"]},{\"_key\":\"977d14acd2d42\",\"_type\":\"span\",\"marks\":[],\"text\":\" (VR) and \"},{\"text\":\"augmented reality\",\"_key\":\"977d14acd2d43\",\"_type\":\"span\",\"marks\":[\"a50ea2191000\"]},{\"_type\":\"span\",\"marks\":[],\"text\":\" (AR) technologies and the debut of spatial computing platforms like Apple’s first-ever 3D camera Vision Pro and companion operating system \",\"_key\":\"977d14acd2d44\"},{\"_type\":\"span\",\"marks\":[\"72358bd1f53d\"],\"text\":\"visionOS\",\"_key\":\"977d14acd2d45\"},{\"text\":\". The Braze customer engagement platform’s \",\"_key\":\"977d14acd2d46\",\"_type\":\"span\",\"marks\":[]},{\"text\":\"Swift iOS SDK\",\"_key\":\"977d14acd2d47\",\"_type\":\"span\",\"marks\":[\"6cec2e7a14fb\"]},{\"text\":\" makes it possible for brands to engage audiences with in-app messages while they’re directly using an Apple Vision Pro device. One suggested use case: Use in-app messages here to onboard new users to help them understand how to use the AR/VR app.\",\"_key\":\"977d14acd2d48\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\"},{\"markDefs\":[{\"_key\":\"072aab2d2782\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/content-cards\"}],\"children\":[{\"_key\":\"9785844036ce0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Braze also offers support for other popular channels like push notifications and \"},{\"marks\":[\"072aab2d2782\",\"em\"],\"text\":\"Content Cards\",\"_key\":\"9785844036ce1\",\"_type\":\"span\"},{\"marks\":[\"em\"],\"text\":\" to strengthen relationships with customers in the spatial computing realm.\",\"_key\":\"9785844036ce2\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"9b60b60693cc\"},{\"children\":[{\"text\":\"Similarities and Differences: How Much Do Marketers Need to Customize Different In-App Messaging Types?\",\"_key\":\"e2b59cb2de950\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"3a4ec84c73a9\",\"markDefs\":[]},{\"style\":\"normal\",\"_key\":\"9e1a39e2d94a\",\"markDefs\":[{\"_key\":\"166587a084bf\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/in-app_messages/\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Considering using \",\"_key\":\"f402473aa2480\"},{\"_type\":\"span\",\"marks\":[\"166587a084bf\"],\"text\":\"in-app messages\",\"_key\":\"f402473aa2481\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" to reach and engage your customers across different platforms and devices? Just because an in-app campaign you’ve designed for your mobile app could also work for your connected TV app, doesn’t mean you should use the same exact format, content, and campaign parameters (such as scheduling time or type, segmentation criteria, etc.). To achieve the best results, it’s important to create the best experience, tailored to the given platform. Here are three key considerations to help your team customize your in-app messages for each platform.\",\"_key\":\"f402473aa2482\"}],\"_type\":\"block\"},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"1. Design\",\"_key\":\"51ada6b7568f0\"}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"cd8153fb9053\"},{\"children\":[{\"marks\":[],\"text\":\"Regardless of the platform being used, IAMs should mirror the look and feel of your overall app or website presence and tie in consistent branding elements, such as your company’s standard colors and fonts.\",\"_key\":\"cfeded3d29960\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"c12c15eb8cb9\",\"markDefs\":[]},{\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/how-to-send-more-effective-in-app-messages\",\"_key\":\"9f0612541c91\"},{\"_key\":\"f102878a48b7\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/in-app_messages/creative_details/fullscreen/\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"You’ll also want to \",\"_key\":\"bfa73be443920\"},{\"text\":\"choose an in-app messaging format\",\"_key\":\"bfa73be443921\",\"_type\":\"span\",\"marks\":[\"9f0612541c91\"]},{\"_key\":\"bfa73be443922\",\"_type\":\"span\",\"marks\":[],\"text\":\" that best aligns with your campaign goals. For instance, \"},{\"_type\":\"span\",\"marks\":[\"f102878a48b7\"],\"text\":\"full-screen\",\"_key\":\"bfa73be443923\"},{\"_key\":\"bfa73be443924\",\"_type\":\"span\",\"marks\":[],\"text\":\" messages that take over the entire screen of a device should be reserved for high-priority messages while other formats that are less intrusive, like slide-ups, are better suited for less urgent outreach.\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"5245c94be72b\"},{\"_key\":\"156f22acb7a9\",\"asset\":{\"_ref\":\"image-2135dd7bc2a5923f48fc0af0d0f17125cb8cad07-2400x1210-png\",\"_type\":\"reference\"},\"_type\":\"richImage\",\"alt\":\"two cell phones with one showing a car and the other showing napkins rings\"},{\"children\":[{\"marks\":[],\"text\":\"As your brand adds more screen sizes in the mix, be sure to avoid a one-size-fits-all approach to design. Consider how customers interact with different devices, and let that guide the user experience. For instance, when a user views a given message will they be holding their smartphone up close or sitting on a couch across the room from their smart TV screen? Preview and \",\"_key\":\"88f3bba71f110\",\"_type\":\"span\"},{\"text\":\"test your campaigns\",\"_key\":\"88f3bba71f111\",\"_type\":\"span\",\"marks\":[\"3d9a403b2b15\"]},{\"_type\":\"span\",\"marks\":[],\"text\":\" to determine the right amount of copy and visual elements to include for each format.\",\"_key\":\"88f3bba71f112\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"aa81e1b5346c\",\"markDefs\":[{\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/campaigns/testing_and_more/sending_test_messages/#testing-campaigns-personalized-with-custom-event-properties\",\"_key\":\"3d9a403b2b15\",\"_type\":\"link\"}]},{\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"8fdde2d6f3d3\",\"markDefs\":[],\"children\":[{\"_key\":\"d213de6b93200\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Timing\"}]},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"In general, only urgent messages—such as system updates or notices about password changes—should be displayed when customers first open your app or website. Otherwise, the best-timed \",\"_key\":\"d9be686258d50\"},{\"_key\":\"d9be686258d51\",\"_type\":\"span\",\"marks\":[\"ff140b635bfd\"],\"text\":\"in-app messages\"},{\"text\":\" are personalized and responsive at the device level.\",\"_key\":\"d9be686258d52\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"03bc1c802e8d\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/in-app_messages/about/\",\"_key\":\"ff140b635bfd\"}]},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"For instance, if a given user typically logs into a company’s app in the mornings, the company’s website during the day, and the company’s connected device app at night, then brands can use this behavioral data to send IAMs at the right time for each user when they’re most likely to engage with a given platform.\",\"_key\":\"73a65da88e3f0\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"2025b0a53e52\",\"markDefs\":[]},{\"children\":[{\"_key\":\"83456457e9760\",\"_type\":\"span\",\"marks\":[],\"text\":\"Brands can also trigger \"},{\"_key\":\"83456457e9761\",\"_type\":\"span\",\"marks\":[\"b9b6b9a246c0\"],\"text\":\"campaigns\"},{\"_key\":\"83456457e9762\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" \"},{\"_type\":\"span\",\"marks\":[],\"text\":\"after users carry out a given action, such as an IAM encouraging customers to rate a show after they finish viewing an entire season or a campaign that offers a reward to customers as soon as they join the loyalty program.\",\"_key\":\"83456457e9763\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"564f36616767\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/campaigns/testing_and_more/triggered_action_based\",\"_key\":\"b9b6b9a246c0\"}]},{\"_key\":\"ad89698cc508\",\"asset\":{\"_ref\":\"image-9352782df6076a1aba9ce7d0aea47dbf1ca6d397-2400x1210-png\",\"_type\":\"reference\"},\"_type\":\"richImage\",\"alt\":\"a tv screen shows a movie called whisk-y business\"},{\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"b9c4f1bba6d9\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"3. Context\",\"_key\":\"b66650dfa2390\"}]},{\"style\":\"normal\",\"_key\":\"3b4686fc994e\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/product/cross-channel-messaging\",\"_key\":\"62a50ec21122\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"To provide more relevant and meaningful experiences, it's important for a \",\"_key\":\"dc4d54d8e8cd0\"},{\"text\":\"cross-channel messaging\",\"_key\":\"dc4d54d8e8cd1\",\"_type\":\"span\",\"marks\":[\"62a50ec21122\"]},{\"_type\":\"span\",\"marks\":[],\"text\":\" strategy to encompass the entire customer journey. For instance, if your brand typically uses push notifications, email marketing, and in-app messaging to connect with customers, you wouldn’t want to overwhelm users by sending the same exact campaigns at the same time across all channels. Similarly, you wouldn’t want to send conflicting messages across channels, either.\",\"_key\":\"dc4d54d8e8cd2\"}],\"_type\":\"block\"},{\"style\":\"normal\",\"_key\":\"913c53839fab\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"\",\"_key\":\"d6dbaa6c58410\"}],\"_type\":\"block\"},{\"style\":\"normal\",\"_key\":\"c9dc80dd95ea\",\"markDefs\":[{\"_key\":\"94d53dafcecf\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/in-app_messages/traditional/templates/simple_survey\"}],\"children\":[{\"text\":\"The same goes for a cross-channel IAM campaign. For instance, if you’ve prompted your users to share their notification preferences or overall satisfaction using an \",\"_key\":\"063fc23c8b060\",\"_type\":\"span\",\"marks\":[]},{\"text\":\"in-app survey\",\"_key\":\"063fc23c8b061\",\"_type\":\"span\",\"marks\":[\"94d53dafcecf\"]},{\"_key\":\"063fc23c8b062\",\"_type\":\"span\",\"marks\":[],\"text\":\" on one device, do you really want to burden them with the same request on a different device? Or, if you want to encourage milestones, such as daily workout sessions, are you able to track streaks that take place across sessions logged via your brand’s connected TV, tablet, and smartphone apps combined?\"}],\"_type\":\"block\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"bb05b51e88b8\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"As with all cross-channel strategies, adding more channels to the mix will require being thoughtful about the best channels to reach given customers on, at the best times, with the most appropriate outreach.\",\"_key\":\"828462c772120\",\"_type\":\"span\"}]},{\"markDefs\":[],\"children\":[{\"_key\":\"77c68b3526710\",\"_type\":\"span\",\"marks\":[],\"text\":\"How to Use In-App Messages to Drive Customer Engagement\"}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"2f9d30956b59\"},{\"children\":[{\"marks\":[],\"text\":\"In-app messages are known to have the highest interaction rates of any channel and are an important part of any cross-channel strategy, having been found to boost customer buyer rates by as much 15.5X and repeat buyer rates by 111% (when compared to customers who receive no outreach).\",\"_key\":\"6c076a38b9e1\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"61f78660b962\",\"markDefs\":[]}],\"_id\":\"3d42e75c-35e6-4396-aa13-e826f218e877\",\"publicationDates\":{\"publishedAt\":\"2024-11-26T16:00:00.000Z\"},\"categories\":{\"productFeatures\":[{\"slug\":{\"current\":\"in-app-messages\"},\"_id\":\"imported-craft-49756\",\"name\":[{\"_key\":\"en-us\",\"value\":\"In-App Messages\",\"_type\":\"internationalizedArrayStringValue\"},{\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ja\",\"value\":\"In-App Messages\"},{\"value\":\"In-App Messages\",\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ko\"}]}]},\"className\":\"w-full sm:shrink-0 sm:grow-0 sm:basis-1/2 lg:basis-1/3 sm:[\u0026:nth-child(2n)]:-translate-y-10 md:[\u0026:nth-child(2n)]:translate-y-0 lg:[\u0026:nth-child(3n)]:-translate-y-20 lg:[\u0026:nth-child(3n+2)]:-translate-y-10\",\"pageLink\":\"/resources/articles\"}],[\"$\",\"$L123\",\"c7c2e876-9ddf-4fba-b4ba-4925d59be477\",{\"category\":\"blogPost\",\"categories\":{\"topics\":[{\"_id\":\"imported-craft-486\",\"name\":[{\"_key\":\"en-us\",\"value\":\"Customer Engagement\",\"_type\":\"internationalizedArrayStringValue\"},{\"value\":\"Customer Engagement\",\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ja\"},{\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ko\",\"value\":\"Customer Engagement\"}],\"slug\":{\"current\":\"customer-engagement\"}}],\"productFeatures\":[{\"_id\":\"imported-craft-49583\",\"name\":[{\"_key\":\"en-us\",\"value\":\"Mobile Push Notifications\",\"_type\":\"internationalizedArrayStringValue\"},{\"value\":\"Mobile Push Notifications\",\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ja\"},{\"value\":\"Mobile Push Notifications\",\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ko\"}],\"slug\":{\"current\":\"mobile-push-notifications\"}}]},\"_id\":\"c7c2e876-9ddf-4fba-b4ba-4925d59be477\",\"title\":\"The Evolution of Push Notifications: 15 Years of Expansion and Innovation\",\"publicationDates\":{\"publishedAt\":\"2024-11-25T16:00:46.775Z\"},\"author\":[{\"lastName\":\"Braze\",\"headshot\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/a871ef5dc9e894d320555710664c2e67f03dad70-1000x1000.png\",\"_id\":\"af8d090c-47dd-436b-9091-15d4b3315919\",\"firstName\":\"Team\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/c13c196e2c67f9354ecab218df3c9f03d84e5bed-3840x2160.png\",\"_type\":\"blogPost\",\"seo\":{\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-b7d42e7b6423bbd92427afe7f5f1b681d6b322f8-2400x1256-png\",\"_type\":\"reference\"}},\"noIndex\":false,\"slug\":{\"current\":\"push-notification-evolution-2009-to-now\",\"_type\":\"slug\"},\"noFollow\":false,\"pageTitle\":\"The Evolution of Push Notifications | Braze\",\"pageDescription\":\"From their launch in 2009 to today, push notifications have evolved from plain text-based messages designed for mobile devices to rich, dynamic messages that can be used across wearables, smart devices, and more.\"},\"body\":[{\"markDefs\":[{\"href\":\"https://www.braze.com/resources/reports-and-guides/push-notifications\",\"_key\":\"39f52ee5d152\",\"_type\":\"link\"}],\"children\":[{\"_type\":\"span\",\"marks\":[\"39f52ee5d152\"],\"text\":\"Push notifications\",\"_key\":\"25c4ab68c0250\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" have evolved considerably over the last 15 years since making their first appearance in 2009. They’re no longer just for mobile devices, they’re for web, wearables, smart TVs, and even VR, AR, and spatial computing. They’re also no longer static text-based messages that get sent out as batch-and-blast campaigns. Today, the most effective push notifications are rich, dynamic, personalized, and optimized in real time.\",\"_key\":\"25c4ab68c0251\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"2e95368c2c8a\"},{\"style\":\"h2\",\"_key\":\"effb2cfcdf74\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"The Evolution of Push, from 2009 to Today\",\"_key\":\"f5b9ba64a9e40\"}],\"_type\":\"block\"},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"The Launch of Push Notifications and Early Push Notification Use Cases\",\"_key\":\"22757f28688e0\"}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"afc70f44d66b\",\"markDefs\":[]},{\"_key\":\"53dec5e7a8c0\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/product/cross-channel-messaging\",\"_key\":\"e81ff2748307\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Turn on the time circuits, and we’ll return to 2009. \",\"_key\":\"d2031d21f6fc0\"},{\"text\":\"Avatar \",\"_key\":\"d2031d21f6fc1\",\"_type\":\"span\",\"marks\":[\"em\"]},{\"text\":\"is smashing box office records, The Black Eyed Peas are climbing the charts, and Apple has launched APNs (Apple Push Notification System) for iOS apps. Sure, Blackberry has been sending out email notifications since 2003 (earning it the nickname “Crackberry”), but the iOS 3.0 update is different. It finally brings push notifications out of the email space and into a new era of \",\"_key\":\"d2031d21f6fc2\",\"_type\":\"span\",\"marks\":[]},{\"_type\":\"span\",\"marks\":[\"e81ff2748307\"],\"text\":\"cross-channel messaging\",\"_key\":\"d2031d21f6fc3\"},{\"_key\":\"d2031d21f6fc4\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Borrowing from the BlackBerry playbook, Apple has users reaching for their phones when they hear that “ping.” Although these generic, text-based messages may not look like much, they offer the first opportunity for \",\"_key\":\"6e24ddf33a6d0\"},{\"_key\":\"6e24ddf33a6d1\",\"_type\":\"span\",\"marks\":[\"ec08b5958d9b\"],\"text\":\"mobile engagement campaigns\"},{\"_type\":\"span\",\"marks\":[],\"text\":\".\",\"_key\":\"6e24ddf33a6d2\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"88a6e490b54b\",\"markDefs\":[{\"href\":\"https://www.braze.com/resources/articles/types-of-mobile-marketing-campaigns\",\"_key\":\"ec08b5958d9b\",\"_type\":\"link\"}]},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"02342d6e62d9\",\"markDefs\":[],\"children\":[{\"text\":\"Android users will have to wait until 2010 for Google to launch C2DM (Cloud-to-Device Messaging), but there’s no doubt that push is going mainstream.\",\"_key\":\"c2218d37b0020\",\"_type\":\"span\",\"marks\":[]}]},{\"style\":\"normal\",\"_key\":\"12eb7280bad1\",\"markDefs\":[{\"href\":\"https://www.braze.com/perspectives/article/inside-personalization-the-power-and-promise-of-message-customization\",\"_key\":\"fe060a4c7367\",\"_type\":\"link\"}],\"children\":[{\"_key\":\"168e4497fc400\",\"_type\":\"span\",\"marks\":[],\"text\":\"It soon becomes clear that mobile apps are helpful for understanding customer behavior. Brands start experimenting with segment-level \"},{\"_type\":\"span\",\"marks\":[\"fe060a4c7367\"],\"text\":\"personalization\",\"_key\":\"168e4497fc401\"},{\"marks\":[],\"text\":\" and send out messages based on customer behavior. New campaigns are built around event-based messages, such as:\",\"_key\":\"168e4497fc402\",\"_type\":\"span\"}],\"_type\":\"block\"},{\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/abandoned-cart-email-push-examples\",\"_key\":\"3f5b1b65497e\"}],\"children\":[{\"marks\":[\"3f5b1b65497e\"],\"text\":\"Cart abandonment campaigns\",\"_key\":\"8bd0bf5cf4ba0\",\"_type\":\"span\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"a89e93831fef\",\"listItem\":\"bullet\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"92ebda7a7994\",\"listItem\":\"bullet\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whats-transactional-messaging\",\"_key\":\"c5d1543003bb\"}],\"children\":[{\"_type\":\"span\",\"marks\":[\"c5d1543003bb\"],\"text\":\"Transactional messaging\",\"_key\":\"d76a955fca640\"}],\"level\":1},{\"style\":\"normal\",\"_key\":\"7378531a56b1\",\"listItem\":\"bullet\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/maximize-your-customer-re-engagement-and-loyalty-with-personalized-push-notifications\",\"_key\":\"cd275d7224e5\"}],\"children\":[{\"marks\":[\"cd275d7224e5\"],\"text\":\"Re-engagement campaigns\",\"_key\":\"ac544991949d0\",\"_type\":\"span\"}],\"level\":1,\"_type\":\"block\"},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"The Debut of Location Targeting\",\"_key\":\"5cfd5b600ed90\"}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"4b4747836f1d\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"c8dea6483158\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Remember when your phone’s GPS drained your battery in minutes? Those days are over. The latest smartphones have improved their technology, allowing you to match your search results to your exact location—without sacrificing battery life.\",\"_key\":\"3bf7670e315d0\",\"_type\":\"span\"}]},{\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/location-based-marketing\",\"_key\":\"7fc8b5d6794e\"}],\"children\":[{\"_key\":\"3dec900e64f90\",\"_type\":\"span\",\"marks\":[],\"text\":\"This is great news for brands as \"},{\"text\":\"location-based marketing\",\"_key\":\"3dec900e64f91\",\"_type\":\"span\",\"marks\":[\"7fc8b5d6794e\"]},{\"marks\":[],\"text\":\" creates even more opportunities for push notifications. Retailers can send messages to remind customers about store credit when they’re nearby, and travel brands can send booking information when customers reach their destinations. Brands are now able to send messages at the right time \",\"_key\":\"3dec900e64f92\",\"_type\":\"span\"},{\"_key\":\"3dec900e64f93\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"and \"},{\"marks\":[],\"text\":\"to the right place.\",\"_key\":\"3dec900e64f94\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"f616017098e4\"},{\"markDefs\":[{\"_key\":\"0d8fe7bd7b6a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-rich-push-support\"}],\"children\":[{\"_key\":\"f8a26e98989d0\",\"_type\":\"span\",\"marks\":[\"0d8fe7bd7b6a\"],\"text\":\"Rich Push Notifications\"},{\"text\":\", Push Action Buttons, and Push Stories\",\"_key\":\"f8a26e98989d1\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"125f11141ad9\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"9991a2c23cc2\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://developer.android.com/about/versions/jelly-bean#expandable-notifications:~:text=Android%204.1%20brings%20a%20major%20update,and%20can%20even%20include%20multiple%20actions.\",\"_key\":\"a6b68f316e50\"},{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/videos/understanding-push-action-buttons\",\"_key\":\"5db36ed98c6f\"}],\"children\":[{\"_key\":\"83a5aed071a20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Let’s jump ahead to 2012. Push notifications have been limited to text…until now. With \"},{\"_type\":\"span\",\"marks\":[\"a6b68f316e50\"],\"text\":\"the release of Android 4.1\",\"_key\":\"83a5aed071a21\"},{\"marks\":[],\"text\":\", Android users can now receive upgraded push notifications featuring images and \",\"_key\":\"83a5aed071a22\",\"_type\":\"span\"},{\"text\":\"push action buttons\",\"_key\":\"83a5aed071a23\",\"_type\":\"span\",\"marks\":[\"5db36ed98c6f\"]},{\"marks\":[],\"text\":\". Rich media images make push more visually appealing, while push action buttons allow for personalized calls-to-action that give users a range of different actions they can initiate directly within the notification without having to open an app, such as sharing an article or bookmarking it, making a purchase, or leaving a review.\",\"_key\":\"83a5aed071a24\",\"_type\":\"span\"}]},{\"_key\":\"0ffba23284ec\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/ios-10-rich-notifications\",\"_key\":\"5292f7c68caa\"}],\"children\":[{\"text\":\"While iPhone users end up having to wait a few years, with the eventual \",\"_key\":\"937daba18e660\",\"_type\":\"span\",\"marks\":[]},{\"text\":\"release of iOS 10 in 2016\",\"_key\":\"937daba18e661\",\"_type\":\"span\",\"marks\":[\"5292f7c68caa\"]},{\"_type\":\"span\",\"marks\":[],\"text\":\", Apple expands rich push capabilities to include GIFs, audio, and video.\",\"_key\":\"937daba18e662\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"45a432478880\",\"markDefs\":[{\"_key\":\"49dd7f8ba93b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/perspectives/article/push-stories-delivery-hero\"}],\"children\":[{\"marks\":[],\"text\":\"Another big change in 2016: Both Apple and Android announce support for carousel or multi-image push, also known as \",\"_key\":\"1e717e0d886d0\",\"_type\":\"span\"},{\"text\":\"Push Stories\",\"_key\":\"1e717e0d886d1\",\"_type\":\"span\",\"marks\":[\"49dd7f8ba93b\"]},{\"text\":\".\",\"_key\":\"1e717e0d886d2\",\"_type\":\"span\",\"marks\":[]}]},{\"children\":[{\"text\":\"There’s no doubt about it, push notifications have matured from simple alerts to vehicles for information, making them less like \",\"_key\":\"cdcc6523126a0\",\"_type\":\"span\",\"marks\":[]},{\"_key\":\"cdcc6523126a1\",\"_type\":\"span\",\"marks\":[\"eb6426f1c46b\"],\"text\":\"SMS\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" and more like social media\",\"_key\":\"cdcc6523126a2\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"1e5ce926de2e\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/perspectives/article/sms-marketing-overview\",\"_key\":\"eb6426f1c46b\"}]},{\"_key\":\"ba3b40a0c794\",\"markDefs\":[{\"_key\":\"109068867e95\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/wearables-push-notifications\"},{\"href\":\"https://www.braze.com/resources/articles/whats-web-push\",\"_key\":\"9841527ec5f3\",\"_type\":\"link\"}],\"children\":[{\"marks\":[\"109068867e95\"],\"text\":\"Wearables Push Notifications\",\"_key\":\"3a6998684e020\",\"_type\":\"span\"},{\"text\":\" and \",\"_key\":\"3a6998684e021\",\"_type\":\"span\",\"marks\":[]},{\"marks\":[\"9841527ec5f3\"],\"text\":\"Web Push Notifications\",\"_key\":\"3a6998684e022\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"h3\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"83ce26333485\",\"markDefs\":[],\"children\":[{\"text\":\"At the same time as mobile push is progressing to become more multifaceted, in parallel two new push channels are emerging: wearables push notifications and web push notifications.\",\"_key\":\"1defb5a424a40\",\"_type\":\"span\",\"marks\":[]}]},{\"_key\":\"fdfddddc9467\",\"markDefs\":[{\"href\":\"https://www.theverge.com/2014/3/18/5522226/google-reveals-android-wear-an-operating-system-designed-for\",\"_key\":\"564223bb6bb5\",\"_type\":\"link\"},{\"href\":\"https://www.apple.com/newsroom/2014/09/09Apple-Unveils-Apple-Watch-Apples-Most-Personal-Device-Ever/\",\"_key\":\"71a962899481\",\"_type\":\"link\"}],\"children\":[{\"text\":\"In March 2014, \",\"_key\":\"0ee70b541eba0\",\"_type\":\"span\",\"marks\":[]},{\"_type\":\"span\",\"marks\":[\"564223bb6bb5\"],\"text\":\"Google reveals the coming of Android Wear\",\"_key\":\"0ee70b541eba1\"},{\"marks\":[],\"text\":\", the company’s new operating system for smartwatches that will include support for wearable notifications users can view and engage with on their wrists. 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