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class="mt-8 flex flex-col items-start gap-6 pb-10 text-left text-white sm:mt-12 sm:items-center sm:text-center md:pb-16"><h1 class="text-[30px] sm:text-[60px]">Welcome to the Blog</h1><p>Thought leadership and key insights from customer engagement experts at Braze.</p></div><div class="slick-slider hero-slick -mx-4 mb-10 slick-initialized" dir="ltr"><button class="items-center justify-center text-center transition-colors sm:w-fit whitespace-nowrap relative z-10 text-sm font-aribauGrotesk font-bold flex gap-2 rounded-none border-none p-0 text-gray-600 shadow-none w-fit hover:text-gray-700 active:text-gray-600 disabled:text-gray-300 slick-arrow slick-prev" data-role="none" style="display:block" currentSlide="0" slideCount="3"><span class="block w-5 overflow-hidden"><svg width="20" height="20" role="img" aria-label="arrow-left" class="w-full" aria-hidden="true"><use href="/icons/sprites.svg#arrow-left"></use></svg></span>Previous</button><div class="slick-list"><div class="slick-track" style="width:700%;left:-100%"><div data-index="-1" tabindex="-1" class="slick-slide slick-cloned" aria-hidden="true" style="width:14.285714285714286%"><div><a class="flex size-full px-4 text-gray-900 hover:text-primary-700" href="/resources/articles/marketing-automation"><div class="relative flex w-full flex-col overflow-hidden rounded-xl bg-white shadow-xl sm:flex-row"><div class="min-h-[192px] w-full overflow-hidden rounded-xl bg-gradient-card sm:max-h-full sm:w-1/2 sm:shrink-0 sm:grow-0 sm:basis-1/2 md:h-full"><img alt="Marketing Automation: What Is it and Why Is it Important to Your Marketing Strategy?" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="!aspect-video size-full rounded-xl object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa4f8174f90668b3254de8e87e4013f9b23499e80-1200x800.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa4f8174f90668b3254de8e87e4013f9b23499e80-1200x800.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa4f8174f90668b3254de8e87e4013f9b23499e80-1200x800.png&w=1200&q=75"/></div><div class="flex w-full grow flex-col justify-between gap-5 px-5 py-6 sm:h-full sm:w-1/2 sm:shrink-0 sm:grow-0 sm:basis-1/2 sm:gap-6 lg:px-11 lg:py-12"><div class="flex flex-wrap items-center gap-4"><span class="text-sm font-bold text-gray-500">8 min read</span></div><h4 class="line-clamp-4 text-display-xs font-bold md:text-display-md">Marketing Automation: What Is it and Why Is it Important to Your Marketing Strategy?</h4><div><div class="mb-4 hidden md:flex md:flex-col"><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></div><span class="text-sm font-medium text-gray-500">February 12, 2025</span></div></div></div></a></div></div><div data-index="0" class="slick-slide slick-active slick-current" tabindex="-1" aria-hidden="false" style="outline:none;width:14.285714285714286%"><div><a class="flex size-full px-4 text-gray-900 hover:text-primary-700" href="/resources/articles/february-2025-bonfire-marketer-of-the-month"><div class="relative flex w-full flex-col overflow-hidden rounded-xl bg-white shadow-xl sm:flex-row"><div class="min-h-[192px] w-full overflow-hidden rounded-xl bg-gradient-card sm:max-h-full sm:w-1/2 sm:shrink-0 sm:grow-0 sm:basis-1/2 md:h-full"><img alt="February 2025 Bonfire Marketer of the Month: SkyShowtime’s Inês Pais" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="!aspect-video size-full rounded-xl object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F2b73d4dad0fe0a41422f6b945a7362de150a2302-1200x800.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F2b73d4dad0fe0a41422f6b945a7362de150a2302-1200x800.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F2b73d4dad0fe0a41422f6b945a7362de150a2302-1200x800.png&w=1200&q=75"/></div><div class="flex w-full grow flex-col justify-between gap-5 px-5 py-6 sm:h-full sm:w-1/2 sm:shrink-0 sm:grow-0 sm:basis-1/2 sm:gap-6 lg:px-11 lg:py-12"><div class="flex flex-wrap items-center gap-4"><span class="text-sm font-bold text-gray-500">6 min read</span></div><h4 class="line-clamp-4 text-display-xs font-bold md:text-display-md">February 2025 Bonfire Marketer of the Month: SkyShowtime’s Inês Pais</h4><div><div class="mb-4 hidden md:flex md:flex-col"><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%2F1eb3bd4eaf474c369bf9ce69e71b67b498067050-1514x1302.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F1eb3bd4eaf474c369bf9ce69e71b67b498067050-1514x1302.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F1eb3bd4eaf474c369bf9ce69e71b67b498067050-1514x1302.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">Emily Calderon</h6></div></div></div><span class="text-sm font-medium text-gray-500">February 19, 2025</span></div></div></div></a></div></div><div data-index="1" class="slick-slide" tabindex="-1" aria-hidden="true" style="outline:none;width:14.285714285714286%"><div><a class="flex size-full px-4 text-gray-900 hover:text-primary-700" 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These forward-looking statements are based on the current assumptions, expectations and beliefs of Braze, and are subject to substantial risks, uncertainties and changes in circumstances that may cause actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by the forward-looking statements. Further information on potential factors that could affect Braze results are included in the Braze Quarterly Report on Form 10-Q for the fiscal quarter ended October 31, 2024, filed with the U.S. Securities and Exchange Commission on December 10, 2024, and the other public filings of Braze with the U.S. Securities and Exchange Commission. 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else?\",\"hasFooter\":true}},\"_type\":\"topNavItem\",\"_key\":\"57a794378479\",\"title\":\"Company\"}],\"publishedAt\":\"2024-11-01T19:41:57.921Z\",\"_type\":\"globalHeader\",\"languages\":[{\"_type\":\"language\",\"_key\":\"6d2a2bad909c\",\"languageCode\":\"en-us\",\"title\":\"EN\"},{\"_type\":\"language\",\"_key\":\"608fde5e8797\",\"languageCode\":\"ja\",\"title\":\"JA\"},{\"_type\":\"language\",\"_key\":\"2e6ce26d5e16\",\"languageCode\":\"ko\",\"title\":\"KO\"}],\"_rev\":\"owsRDYK97YIrmlquh4vMW0\",\"_updatedAt\":\"2025-02-21T00:47:54Z\",\"settingsDocumentName\":\"Global Header 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Pais\",\"body\":[{\"_key\":\"443cb45dd52a\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://community.braze.com/?utm_campaign=fy25-q4-global-owned-web-marketer-of-the-month\u0026utm_medium=referral\u0026utm_source=braze\u0026utm_content=blog-bonfire\",\"_key\":\"ef284c1e8f64\"}],\"children\":[{\"text\":\"Each month, Braze selects one individual as our Marketer of the Month in order to celebrate the exceptional work being done by members of our \",\"_key\":\"9ba67952c9f90\",\"_type\":\"span\",\"marks\":[\"em\"]},{\"_type\":\"span\",\"marks\":[\"ef284c1e8f64\",\"em\"],\"text\":\"Braze Bonfire community\",\"_key\":\"9ba67952c9f91\"},{\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\". Whether it's providing support for their fellow marketers or going above and beyond by sharing their innovative ideas and strategies, these individuals are making essential contributions to their companies, their users, and the customer engagement space as a whole.\",\"_key\":\"9ba67952c9f92\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"children\":[{\"marks\":[\"em\"],\"text\":\"This month, we’re recognizing Inês Pais, Retention \u0026 Monetization Manager, at SkyShowtime, a joint venture of Comcast and Paramount Global. SkyShowtime is Europe’s newest streaming service, bringing together the best of Hollywood and local entertainment in one place, including blockbuster movies and series from the iconic brands of Universal Pictures, Paramount Pictures, Nickelodeon, DreamWorks Animation, Paramount+, SHOWTIME®, Sky Studios, and Peacock. We spoke to Inês about her career path, the Braze community, and the exciting campaigns they’re working on at SkyShowtime. 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Additionally, we’ve implemented personalized journey tracks based on subscriber traits like content affinity and tier, using a combination of webhooks, behavioral triggers, and intelligent content blocks. 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It genuinely feels like a collaborative partnership focused on helping us succeed.\",\"_key\":\"e75e58a93ccb2\"}],\"_type\":\"block\"},{\"style\":\"normal\",\"_key\":\"0114c5d9772d\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"The Bonfire community has been an incredible resource from day one, offering a space to connect with and learn from other marketers, troubleshoot challenges, and draw inspiration from the community’s work.\",\"_key\":\"a84a0f7cbf9e0\"}],\"_type\":\"block\"},{\"_key\":\"192cb0601aa8\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://forge.braze.com/save-the-date-2025/\",\"_key\":\"43e742b7c180\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"I’ve also had the opportunity to attend several Braze events and even speak at \",\"_key\":\"835818f799da0\"},{\"_type\":\"span\",\"marks\":[\"43e742b7c180\"],\"text\":\"Forge\",\"_key\":\"835818f799da1\"},{\"_key\":\"835818f799da2\",\"_type\":\"span\",\"marks\":[],\"text\":\", arguably one of the best customer engagement events in the industry. These experiences have been unforgettable milestones in my career, enabling me to step away from my comfort zone, expand my network, gain new insights, and feel deeply inspired by how my peers challenge the status quo and innovate every day.\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"38266b7bbe23\",\"markDefs\":[],\"children\":[{\"_key\":\"71575fe6c1d20\",\"_type\":\"span\",\"marks\":[],\"text\":\"What is one campaign or initiative you have worked on in the last 1-4 months that you’re most proud of (please share screenshots here!)?\"}]},{\"_key\":\"c161ddc2b659\",\"markDefs\":[],\"children\":[{\"text\":\"SkyShowtime has just launched its newest tier—Premium—in Q4 2024 across all of its 22 markets. To support the launch and the efforts of the remaining Marketing functions, the Retention Team was faced with executing one of the biggest and most ambitious projects to date: The go-to-market campaign required not only planning multi-channel campaigns to announce the new tier and its benefits to our entire contact base (including active subscribers, prospects, and churned members), but also adapting a significant portion of our existing lifecycle communications.\",\"_key\":\"60b79604d72d0\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"223d07e51f5d\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"To ensure success, we needed to:\",\"_key\":\"f7fc8bdb5f320\"}]},{\"style\":\"normal\",\"_key\":\"d93d9a9b6f83\",\"listItem\":\"number\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Review and update the majority of our always-on lifecycle journeys and automations to reflect SkyShowtime’s updated value proposition and plan options.\",\"_key\":\"610c21d390060\"}],\"level\":1,\"_type\":\"block\"},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Maximize exposure for the launch promo across all engagement and lifecycle communications, from automated journeys to content newsletters.\",\"_key\":\"da05d4546c320\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"210ca3146874\",\"listItem\":\"number\",\"markDefs\":[]},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Initially, this seemed daunting as it required us to review and update an overwhelming number of Canvases. We quickly realized that following our usual processes would exceed available resources and leave us halfway through the job. To tackle this, we developed a smart approach leveraging dynamic, standardized modules using \",\"_key\":\"c4c8c542781d0\"},{\"text\":\"Braze Content Blocks\",\"_key\":\"c4c8c542781d1\",\"_type\":\"span\",\"marks\":[\"64c7b90c1aac\"]},{\"_key\":\"c4c8c542781d2\",\"_type\":\"span\",\"marks\":[],\"text\":\", Catalogs, and Liquid logic. This allowed us to surface the promo creative to eligible customers at every touchpoint while dynamically hiding it from non-eligible or already-converted customers. Additionally, the creative refreshed automatically at different campaign stages based on a pre-uploaded library of assets and embedded calendar logic.\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"5a66bb0c5b15\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-content-blocks\",\"_key\":\"64c7b90c1aac\"}]},{\"_type\":\"richImage\",\"_key\":\"07cd9426cec2\",\"asset\":{\"_ref\":\"image-d3966534e3326aea39b3479e228b916120329623-2400x1256-png\",\"_type\":\"reference\"}},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"This was a true cross-functional effort, involving collaboration between our team, our agency, and various internal departments (Brand, Marketing, Legal, Analytics, etc.). The result was staggering: We successfully prepared and delivered over 175 unique touchpoints and over 1,900 message variations in less than two months—a record timeline! 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This month, we’re recognizing Inês Pais, Retention \u0026 Monetization Manager, at SkyShowtime, a joint venture of Comcast and Paramount Global. \",\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-9bec78d82f2ef17e85069ef1e8dcc849e114d4f2-1200x628-png\",\"_type\":\"reference\"}}}},{\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/3289af90dfe54310eca2c776916aa39515a43b57-3840x2160.png\",\"title\":\"Deliverability Indicators: Email Opens\",\"seo\":{\"pageDescription\":\"Continuing our Deliverability Indicators series, this edition is all about opens! And while it may seem straightforward, this metric is actually anything but. Ready to learn more? Let’s get started!\",\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-0f6b773304088a6e228453492016351719396e20-2400x1256-png\",\"_type\":\"reference\"}},\"noIndex\":false,\"slug\":{\"current\":\"deliverability-indicators-email-opens\",\"_type\":\"slug\"},\"noFollow\":false,\"pageTitle\":\"Deliverability Indicators: Email Opens\"},\"categories\":{\"productFeatures\":[{\"slug\":{\"current\":\"email\"},\"_id\":\"imported-craft-49349\",\"name\":[{\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"en-us\",\"value\":\"Email\"},{\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ja\",\"value\":\"メール\"},{\"value\":\"이메일\",\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ko\"}]}],\"topics\":[{\"_id\":\"imported-craft-70730\",\"name\":[{\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"en-us\",\"value\":\"Email Must-Knows\"},{\"value\":\"メールに関する必須知識\",\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ja\"},{\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ko\",\"value\":\"Email Must-Knows\"}],\"slug\":{\"current\":\"email-must-knows\"}}]},\"body\":[{\"children\":[{\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"With an estimated \",\"_key\":\"eafb7013f8130\"},{\"marks\":[\"cfd0452dffe1\",\"em\"],\"text\":\"360+ billion sent daily in 2024 (a 4.1% increase over 2023’s numbers)\",\"_key\":\"eafb7013f8131\",\"_type\":\"span\"},{\"marks\":[\"em\"],\"text\":\", email continues to be an integral tool in brands’ marketing arsenal. Recent figures indicate that email’s \",\"_key\":\"eafb7013f8132\",\"_type\":\"span\"},{\"_key\":\"eafb7013f8133\",\"_type\":\"span\",\"marks\":[\"db24e9075e13\",\"em\"],\"text\":\"ROI can be up to 42:1\"},{\"text\":\" when this channel is leveraged correctly. Since its efficacy relies largely on a sender’s ability to reach the inbox, adherence to deliverability best practices remains the foundation of any impactful email marketing program.\",\"_key\":\"eafb7013f8134\",\"_type\":\"span\",\"marks\":[\"em\"]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"abd6a1987a7b\",\"markDefs\":[{\"href\":\"https://www.oberlo.com/statistics/how-many-emails-are-sent-per-day\",\"_key\":\"cfd0452dffe1\",\"_type\":\"link\"},{\"href\":\"https://www.litmus.com/blog/the-roi-for-email-marketing-the-good-news-and-the-bad-news\",\"_key\":\"db24e9075e13\",\"_type\":\"link\"}]},{\"_key\":\"408b31f5dfd3\",\"markDefs\":[],\"children\":[{\"text\":\"As the industry continues to evolve, your ability to measure success is dependent on your ability to analyze and interpret your sending results. But what metrics matter, and which aren’t as important? What should you monitor to ensure you’re maintaining high deliverability, and how should you react when faced with unexpected or unpleasant outcomes? Join us as we take a deeper look at each of the signals that impact your deliverability. This is Deliverability Indicators, our ongoing blog series that provides a comprehensive breakdown of the factors that influence your email sender reputation.\",\"_key\":\"81ecc00e709d0\",\"_type\":\"span\",\"marks\":[\"em\"]}],\"_type\":\"block\",\"style\":\"normal\"},{\"markDefs\":[],\"children\":[{\"_key\":\"b6b819818f170\",\"_type\":\"span\",\"marks\":[],\"text\":\"Continuing our Deliverability Indicators series, this edition is all about opens! And while it may seem straightforward, this metric is actually anything but. Ready to learn more? Let’s get started!\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"064b0e8d9fc5\"},{\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"This edition’s focus: Email Opens\",\"_key\":\"a58502db595b0\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"ecad7c8c7650\"},{\"_key\":\"0b106b8e6f30\",\"markDefs\":[],\"children\":[{\"_key\":\"41cef0dde7990\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Alternate terms: Pixel loads\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"81bb75d0313b\",\"markDefs\":[],\"children\":[{\"_key\":\"f71d5bdb9b780\",\"_type\":\"span\",\"marks\":[],\"text\":\"What email opens are\"}]},{\"style\":\"normal\",\"_key\":\"cf6c9a82e3eb\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Ostensibly, open rates measure whether an email was opened by its recipient after being delivered. However, what’s being measured is not \",\"_key\":\"53dd158c9d720\"},{\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"really\",\"_key\":\"53dd158c9d721\"},{\"text\":\" an “open.” Mailbox providers don’t share what happens to a message post-delivery, so what’s actually being counted is whether an invisible 1x1 pixel has been loaded, which functions as a proxy for mail being opened.\",\"_key\":\"53dd158c9d722\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\"},{\"style\":\"h3\",\"_key\":\"e25baf2d6ad4\",\"markDefs\":[],\"children\":[{\"_key\":\"b21858a655480\",\"_type\":\"span\",\"marks\":[],\"text\":\"Why they happen\"}],\"_type\":\"block\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"0801f8b24fbf\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/apple-mail-privacy-protection-how-to-prepare\",\"_key\":\"00c892fc112e\"}],\"children\":[{\"text\":\"An open event is generated by an Email Service Provider (ESP), such as Braze, when an open tracking pixel is fetched by the receiving server. That’s because, theoretically, images are only loaded when a message is opened. However, that theory is no longer wholly accurate (if it ever was), thanks to image pre-fetching as a result of services like \",\"_key\":\"003304befb150\",\"_type\":\"span\",\"marks\":[]},{\"_key\":\"003304befb151\",\"_type\":\"span\",\"marks\":[\"00c892fc112e\"],\"text\":\"Apple’s Mail Privacy Protection\"},{\"marks\":[],\"text\":\". These days, an open event is more likely to indicate inbox placement as opposed to a human being actually selecting your message and choosing to read it. While opens may have lost some value as an engagement metric, they do at least serve as a substitute for inbox placement reporting, since mailbox providers (MBPs) don’t provide that data directly.\",\"_key\":\"003304befb152\",\"_type\":\"span\"}]},{\"style\":\"h3\",\"_key\":\"35cde755a346\",\"markDefs\":[],\"children\":[{\"_key\":\"03efc843fde30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Who uses them\"}],\"_type\":\"block\"},{\"_key\":\"b30698f2de90\",\"markDefs\":[],\"children\":[{\"text\":\"Contrary to popular belief, MBPs are not measuring or reporting opens—we are! Mailbox providers evaluate engagement, but they have a slew of other data to use that we don’t have access to, like time-to-open, time-to-click, forwards, replies, deleted, etc. In the absence of additional data, pixel loads and clicks are the most accessible ways that senders (both brands and their ESPs) can assess email engagement.\",\"_key\":\"030d24a762d70\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\"},{\"children\":[{\"text\":\"When to celebrate\",\"_key\":\"3bf68466d9600\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"c6cef8f1408e\",\"markDefs\":[]},{\"_key\":\"3bad58c65d91\",\"markDefs\":[{\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/email/email_setup/ip_warming/#clean-your-email-lists\",\"_key\":\"36c52a75170a\",\"_type\":\"link\"}],\"children\":[{\"marks\":[],\"text\":\"Open rates vary widely based on sender practices, recipient behavior, and reporting capabilities. Braze offers reports that can either exclude or include machine opens (like Apple’s MPP) in an effort to provide more accurate engagement data. Typically, a \",\"_key\":\"d81e54a26df60\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[\"36c52a75170a\"],\"text\":\"unique open rate over 25%\",\"_key\":\"d81e54a26df61\"},{\"marks\":[],\"text\":\" (excluding machine opens) indicates widespread inbox placement, provided your delivery rate is also high.\",\"_key\":\"d81e54a26df62\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"When to worry\",\"_key\":\"48c47107d1820\"}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"8b0810af6a1f\"},{\"style\":\"normal\",\"_key\":\"1e0d88c01b85\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"If your unique open rate dips below 20%, either overall or at a particular MBP, mail is likely reaching the spam folders of at least a portion of your audience. There may also be cause for concern if you’re seeing a steady downward trend in your engagement rates, as spam folder placement tends to be gradual as opposed to sudden. Likely, this was precipitated by a decrease in positive engagement (like opens and clicks) and/or an increase in negative feedback like spam complaints or mail languishing unread. You may also notice increased delays or blocks as a precursor to mail being filtered as spam.\",\"_key\":\"0113d14526ae0\"}],\"_type\":\"block\"},{\"style\":\"h2\",\"_key\":\"0b0da366d7eb\",\"markDefs\":[],\"children\":[{\"_key\":\"c03a87c73d250\",\"_type\":\"span\",\"marks\":[],\"text\":\"Optimizing for high open rates\"}],\"_type\":\"block\"},{\"style\":\"normal\",\"_key\":\"7a1208c0c4b0\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Though Apple’s MPP and other instances of image pre-fetching has disrupted the tracking of email opens, this metric is still a valuable way to measure campaign performance, even if it’s more likely to correlate with inbox placement rather than a human being tapping the subject line to see what’s inside. In order to most accurately determine whether users are receiving your mail in their inboxes (and hopefully opening them) keep these factors in mind:\",\"_key\":\"965a8fcf43cc0\"}],\"_type\":\"block\"},{\"markDefs\":[],\"children\":[{\"_key\":\"867f956aa30e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tracking pixel placement\"}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"c6adf2cd84b4\"},{\"_key\":\"5297dc9f40f7\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"For context, Gmail commonly “clips” emails that exceed 102 kilobytes (KB). When clipped, the remaining content is hidden and a link to \\\"View the entire message\\\" is displayed. Most ESPs tend to place the open tracking pixel at the bottom of the email, potentially impacting opens if users elect not to click and view more. If your campaigns tend to be on the heavier side, you could move the open tracking pixel to the top of the message, increasing the likelihood that opens will be tracked from the inbox, even when users don’t click through.\",\"_key\":\"f5657b435b610\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"7751a28ff7e8\",\"markDefs\":[],\"children\":[{\"text\":\"Subject line strength\",\"_key\":\"e2b2872d74f60\",\"_type\":\"span\",\"marks\":[]}]},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"febdaa6266c0\",\"markDefs\":[{\"href\":\"https://www.braze.com/resources/articles/9-best-practices-for-email-subject-lines\",\"_key\":\"cc18523faef1\",\"_type\":\"link\"},{\"href\":\"https://www.ftc.gov/business-guidance/resources/can-spam-act-compliance-guide-business\",\"_key\":\"2f43adafb719\",\"_type\":\"link\"}],\"children\":[{\"_key\":\"6a5c433890e80\",\"_type\":\"span\",\"marks\":[\"cc18523faef1\"],\"text\":\"Subject lines\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" should let recipients know what the email is about, and should never be misleading. There is a lot of leeway for creativity and brand expression, but use caution when taking artistic liberties. If subscribers feel that a subject is offensive or inaccurate, they might unsubscribe or worse, report the message as spam and damage your reputation. If that’s not enough to scare you off, the law even requires that the, “\",\"_key\":\"6a5c433890e81\"},{\"_key\":\"6a5c433890e82\",\"_type\":\"span\",\"marks\":[\"2f43adafb719\"],\"text\":\"subject line must accurately reflect the content of the message\"},{\"_key\":\"6a5c433890e83\",\"_type\":\"span\",\"marks\":[],\"text\":\"” in the US, and similar laws exist globally.\"}]},{\"style\":\"h3\",\"_key\":\"b54f4266a654\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"A name recipients will recognize\",\"_key\":\"6bf722a42f260\"}],\"_type\":\"block\"},{\"children\":[{\"_key\":\"50b42924028a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Similar to the subject line, your “from” name can be a great way to encourage engagement, either by reinforcing familiarity, or building anticipation. You can send from a brand name like \"},{\"marks\":[\"strong\"],\"text\":\"ACME Co\",\"_key\":\"50b42924028a1\",\"_type\":\"span\"},{\"marks\":[],\"text\":\"., as an individual person like \",\"_key\":\"50b42924028a2\",\"_type\":\"span\"},{\"marks\":[\"strong\"],\"text\":\"Alison from ACME Co\",\"_key\":\"50b42924028a3\",\"_type\":\"span\"},{\"text\":\"., or even as a specific sale or product like \",\"_key\":\"50b42924028a4\",\"_type\":\"span\",\"marks\":[]},{\"text\":\"ACME Co’s Air Conditioner Sale\",\"_key\":\"50b42924028a5\",\"_type\":\"span\",\"marks\":[\"strong\"]},{\"marks\":[],\"text\":\". Same rules apply, though! Never rely on deception to attract opens, and send only as the brand/product/person that you actually are (\",\"_key\":\"50b42924028a6\",\"_type\":\"span\"},{\"_key\":\"50b42924028a7\",\"_type\":\"span\",\"marks\":[\"059272d11dfd\"],\"text\":\"CAN-SPAM\"},{\"text\":\" requires it!).\",\"_key\":\"50b42924028a8\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"557286c60580\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.ftc.gov/business-guidance/resources/can-spam-act-compliance-guide-business\",\"_key\":\"059272d11dfd\"}]},{\"style\":\"h3\",\"_key\":\"c7c6e5a422dd\",\"markDefs\":[],\"children\":[{\"text\":\"Content that feels familiar\",\"_key\":\"a85d3efb7c870\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\"},{\"_key\":\"60124b143c1b\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Email engagement relies on sending mail to people who both want and expect it, so campaign content should share branding (including colors, themes, logos, and voice) with your website, app, and other output so that people know it’s really \",\"_key\":\"2f44ef5075ce0\"},{\"_key\":\"2f44ef5075ce1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"you\"},{\"text\":\" in their mailbox. It’s also important to maintain consistency across all of the channels you’re using so customers will recognize your brand and its value—as well as orchestrate messaging so customers get outreach when they’re likely to engage and on the right channel for each specific message.\",\"_key\":\"2f44ef5075ce2\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\"},{\"style\":\"h3\",\"_key\":\"cb2a5dc9774e\",\"markDefs\":[],\"children\":[{\"text\":\"Keep your promises\",\"_key\":\"cd926ee80a9a0\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\"},{\"style\":\"normal\",\"_key\":\"fe101d19933f\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Send emails in alignment with the expectations that you established during subscription. If you promised a coupon in exchange for an email address, then send that coupon! If recipients initially opted in for monthly newsletters, don’t send weekly marketing emails. If you want to make changes to your content or cadence, ask subscribers before assuming they’ll continue opening after an increase in emails or a shift in topic or tone.\",\"_key\":\"d623933dbe710\"}],\"_type\":\"block\"},{\"style\":\"h3\",\"_key\":\"ece5450eba03\",\"markDefs\":[],\"children\":[{\"text\":\"Make smart segments\",\"_key\":\"4f4cf740a2c80\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\"},{\"style\":\"normal\",\"_key\":\"eee2d27e466c\",\"markDefs\":[],\"children\":[{\"text\":\"Everyone already knows about sending to people who have previously engaged, or setting up an automation sequence for new subscribers. Go beyond the basics and think about the subscriber experience! Maybe first-time buyers should be treated differently from those who are frequent shoppers, or perhaps seasonal customers need a different approach than those who order year-round. Subscribers open the mail that is relevant to them—review the data you have on hand to help determine who should receive what, when.\",\"_key\":\"ad228baf93470\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\"},{\"children\":[{\"text\":\"Mitigating low open rates\",\"_key\":\"dbe6c19e16d00\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"0701322f872c\",\"markDefs\":[]},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"If your email opens appear inadequate, there are some immediate steps you can take:\",\"_key\":\"34f1810678dc0\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"73d165faa753\"},{\"style\":\"normal\",\"_key\":\"c40203da90d6\",\"listItem\":\"number\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"First, verify that opens are being tracked properly. Send yourself a test message, and see whether an open event is generated in your ESP. There may be a technical issue that the ESP’s Support team can remedy, rather than an underlying inbox placement problem.\",\"_key\":\"2bd5c9fdc0470\"}],\"level\":1,\"_type\":\"block\"},{\"children\":[{\"_key\":\"91d2555b45b20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Make sure mail isn't being clipped by Gmail. Send yourself a test to a Gmail account to verify whether they’re truncating the message and including the “View the entire message” link. 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Though there is no quick fix for a diminished sender reputation, the road to remediation is satisfyingly straightforward! In short, stop sending mail to people who don’t want it, and only send mail to those who do. As for how to accomplish that? Check out our additional resources \",\"_key\":\"c4754a7bd8d00\"},{\"text\":\"like\",\"_key\":\"c4754a7bd8d01\",\"_type\":\"span\",\"marks\":[\"5824af3ee7b5\"]},{\"_key\":\"c4754a7bd8d02\",\"_type\":\"span\",\"marks\":[],\"text\":\" \"},{\"text\":\"our\",\"_key\":\"c4754a7bd8d03\",\"_type\":\"span\",\"marks\":[\"da7c589de044\"]},{\"_key\":\"c4754a7bd8d04\",\"_type\":\"span\",\"marks\":[],\"text\":\" \"},{\"marks\":[\"bb3b26d4b3c9\"],\"text\":\"blog\",\"_key\":\"c4754a7bd8d05\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[],\"text\":\", previous \",\"_key\":\"c4754a7bd8d06\"},{\"_type\":\"span\",\"marks\":[\"d9c70bac69ef\"],\"text\":\"webinars\",\"_key\":\"c4754a7bd8d07\"},{\"marks\":[],\"text\":\", \",\"_key\":\"c4754a7bd8d08\",\"_type\":\"span\"},{\"text\":\"lessons\",\"_key\":\"c4754a7bd8d09\",\"_type\":\"span\",\"marks\":[\"e4dcd248b392\"]},{\"_key\":\"c4754a7bd8d010\",\"_type\":\"span\",\"marks\":[],\"text\":\", and our \"},{\"_key\":\"c4754a7bd8d011\",\"_type\":\"span\",\"marks\":[\"dc6362f1dcfa\"],\"text\":\"Master Email Deliverability\"},{\"marks\":[],\"text\":\" learning path. Should you prefer a more hands-on approach, \",\"_key\":\"c4754a7bd8d012\",\"_type\":\"span\"},{\"marks\":[\"ed22e1120dc8\"],\"text\":\"Braze Deliverability Services\",\"_key\":\"c4754a7bd8d013\",\"_type\":\"span\"},{\"marks\":[],\"text\":\" are here to lend that helping hand.\",\"_key\":\"c4754a7bd8d014\",\"_type\":\"span\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\"},{\"style\":\"h2\",\"_key\":\"ac30deb22515\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Key Takeaway\",\"_key\":\"7f7f47c089db0\"}],\"_type\":\"block\"},{\"markDefs\":[],\"children\":[{\"_key\":\"dd537571da440\",\"_type\":\"span\",\"marks\":[],\"text\":\"These days, opens may not be the most precise indication of subscriber engagement. However, they continue to be valuable as marketers look for ways to measure campaign success outside of simple ROI and monetary conversions. “Opens” aren’t truly \"},{\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"opens\",\"_key\":\"dd537571da441\"},{\"_key\":\"dd537571da442\",\"_type\":\"span\",\"marks\":[],\"text\":\", but they are a decent proxy for measuring inbox placement and alerting senders to potential deliverability declines, particularly when taken into consideration with the full scope of results including bounces, complaints, and unsubscribes.\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"1837d250bb6e\"},{\"style\":\"normal\",\"_key\":\"112e5617407e\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/understanding-email-bounces\",\"_key\":\"fc718e61a0eb\"}],\"children\":[{\"_key\":\"9bc37872902e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Can’t get enough? Check out \"},{\"text\":\"Deliverability Indicators: Understanding Email Bounces and What They Mean For Customer Engagement\",\"_key\":\"9bc37872902e1\",\"_type\":\"span\",\"marks\":[\"fc718e61a0eb\"]},{\"_key\":\"4eae317121ed\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"_type\":\"block\"}],\"author\":[{\"lastName\":\"Gootee\",\"headshot\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/e8c7a1ff362c0ad66899a4be0cc890af8b33fae1-500x500.jpg\",\"_id\":\"imported-craft-author-5185\",\"firstName\":\"Alison\"}],\"_id\":\"d25349a4-86e9-4eb3-91b2-82b0b5311ecc\",\"_type\":\"blogPost\",\"slug\":\"deliverability-indicators-email-opens\",\"publicationDates\":{\"publishedAt\":\"2025-02-13T18:16:34.894Z\"}},{\"seo\":{\"slug\":{\"current\":\"marketing-automation\"},\"noFollow\":false,\"pageTitle\":\"Marketing Automation: Tools and Strategies | Braze\",\"pageDescription\":\"Discover how marketing automation can boost your strategy with email, mobile, and cross-channel automation. 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Marketing automation technology saves marketers time, energy, and maybe even some ibuprofen by removing the need to deal with headache-inducing manual work.\",\"_key\":\"84917b520e9e0\"}],\"_type\":\"block\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"d33ed9c3e0ef\",\"markDefs\":[],\"children\":[{\"_key\":\"8f64ddfc5c8b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The rise of sophisticated marketing platforms makes it easier than ever to acquire, engage, and retain customers in a fast and efficient way. The trick is to select the right platform for your needs and to consider where there are the greatest opportunities for automation. 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Whether it's providing support for their fellow marketers or going above and beyond by sharing their innovative ideas and strategies, these individuals are making essential contributions to their companies, their users, and the customer engagement space as a whole.\",\"_key\":\"9ba67952c9f92\"}]},{\"children\":[{\"_key\":\"a2b0eb6880700\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"This month, we’re recognizing Inês Pais, Retention \u0026 Monetization Manager, at SkyShowtime, a joint venture of Comcast and Paramount Global. SkyShowtime is Europe’s newest streaming service, bringing together the best of Hollywood and local entertainment in one place, including blockbuster movies and series from the iconic brands of Universal Pictures, Paramount Pictures, Nickelodeon, DreamWorks Animation, Paramount+, SHOWTIME®, Sky Studios, and Peacock. We spoke to Inês about her career path, the Braze community, and the exciting campaigns they’re working on at SkyShowtime. Let’s dive in.\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"ce99894ecdd1\",\"markDefs\":[]},{\"markDefs\":[],\"children\":[{\"text\":\"Tell us about your background and the role you’re in now.\",\"_key\":\"0b8c7bdd669e0\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"669dd20c318d\"},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"I’ve been working in Growth Marketing for over seven years. While I started in customer acquisition and performance marketing, I quickly developed a deep passion for the post-acquisition stages of the customer lifecycle, which led me to shift my focus to retention and monetization strategies.\",\"_key\":\"c851b3f668490\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"38ba9f6b1773\",\"markDefs\":[]},{\"markDefs\":[],\"children\":[{\"text\":\"Throughout my career—and especially during my time as a Senior Growth Consultant at Phiture (a Braze partner)—I’ve had the privilege of working with a wide variety of businesses and product categories, from Entertainment to Lifestyle and Nonprofits. These experiences taught me that customer engagement and retention are far from a “one-size-fits-all” approach and that simply piecing together CRM campaigns and journeys isn’t enough to drive meaningful growth. 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I also enjoy finding smarter, more efficient ways to work, so we can focus more time on building strong strategies and less time on repetitive operational tasks.\",\"_key\":\"4fe8f2ce64a80\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"e8d0ce4edf08\",\"markDefs\":[]},{\"markDefs\":[{\"href\":\"https://www.braze.com/resources/articles/braze-catalogs\",\"_key\":\"67d2bf613999\",\"_type\":\"link\"},{\"href\":\"https://www.braze.com/docs/user_guide/personalization_and_dynamic_content/liquid\",\"_key\":\"2b463c6e8b27\",\"_type\":\"link\"}],\"children\":[{\"marks\":[],\"text\":\"For example, at SkyShowtime, we’ve started leveraging \",\"_key\":\"7f94334103250\",\"_type\":\"span\"},{\"_key\":\"7f94334103251\",\"_type\":\"span\",\"marks\":[\"67d2bf613999\"],\"text\":\"Braze Catalogs\"},{\"_key\":\"7f94334103252\",\"_type\":\"span\",\"marks\":[],\"text\":\" to deliver scalable engagement and lifecycle campaigns across 22 markets by maintaining reusable copy libraries and enhancing them with dynamic elements like \"},{\"text\":\"Liquid\",\"_key\":\"7f94334103253\",\"_type\":\"span\",\"marks\":[\"2b463c6e8b27\"]},{\"_type\":\"span\",\"marks\":[],\"text\":\" tags. Additionally, we’ve implemented personalized journey tracks based on subscriber traits like content affinity and tier, using a combination of webhooks, behavioral triggers, and intelligent content blocks. These solutions not only drive better results but also streamline our processes and allow us to work more creatively.\",\"_key\":\"7f94334103254\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"3419c1e5b1ec\"},{\"children\":[{\"_key\":\"f047d3f16a2f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"What has your experience been like working with the Braze team and community so far?\"}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"5fffa8b2673d\",\"markDefs\":[]},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"It’s been a fantastic and truly rewarding experience!\",\"_key\":\"dda395e7966c0\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"176e7f1421da\",\"markDefs\":[]},{\"children\":[{\"_key\":\"e75e58a93ccb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The dedicated \"},{\"marks\":[\"485ad473c68c\"],\"text\":\"Customer Success\",\"_key\":\"e75e58a93ccb1\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" support has been invaluable, with weekly touchpoints to address questions, challenges, and opportunities, while also empowering us with early access to advanced features. It genuinely feels like a collaborative partnership focused on helping us succeed.\",\"_key\":\"e75e58a93ccb2\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"5fc387a45641\",\"markDefs\":[{\"_key\":\"485ad473c68c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-customer-success\"}]},{\"children\":[{\"marks\":[],\"text\":\"The Bonfire community has been an incredible resource from day one, offering a space to connect with and learn from other marketers, troubleshoot challenges, and draw inspiration from the community’s work.\",\"_key\":\"a84a0f7cbf9e0\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"0114c5d9772d\",\"markDefs\":[]},{\"style\":\"normal\",\"_key\":\"192cb0601aa8\",\"markDefs\":[{\"_key\":\"43e742b7c180\",\"_type\":\"link\",\"href\":\"https://forge.braze.com/save-the-date-2025/\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"I’ve also had the opportunity to attend several Braze events and even speak at \",\"_key\":\"835818f799da0\"},{\"text\":\"Forge\",\"_key\":\"835818f799da1\",\"_type\":\"span\",\"marks\":[\"43e742b7c180\"]},{\"_type\":\"span\",\"marks\":[],\"text\":\", arguably one of the best customer engagement events in the industry. These experiences have been unforgettable milestones in my career, enabling me to step away from my comfort zone, expand my network, gain new insights, and feel deeply inspired by how my peers challenge the status quo and innovate every day.\",\"_key\":\"835818f799da2\"}],\"_type\":\"block\"},{\"markDefs\":[],\"children\":[{\"text\":\"What is one campaign or initiative you have worked on in the last 1-4 months that you’re most proud of (please share screenshots here!)?\",\"_key\":\"71575fe6c1d20\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"38266b7bbe23\"},{\"style\":\"normal\",\"_key\":\"c161ddc2b659\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"SkyShowtime has just launched its newest tier—Premium—in Q4 2024 across all of its 22 markets. To support the launch and the efforts of the remaining Marketing functions, the Retention Team was faced with executing one of the biggest and most ambitious projects to date: The go-to-market campaign required not only planning multi-channel campaigns to announce the new tier and its benefits to our entire contact base (including active subscribers, prospects, and churned members), but also adapting a significant portion of our existing lifecycle communications.\",\"_key\":\"60b79604d72d0\"}],\"_type\":\"block\"},{\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"To ensure success, we needed to:\",\"_key\":\"f7fc8bdb5f320\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"223d07e51f5d\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"d93d9a9b6f83\",\"listItem\":\"number\",\"markDefs\":[],\"children\":[{\"_key\":\"610c21d390060\",\"_type\":\"span\",\"marks\":[],\"text\":\"Review and update the majority of our always-on lifecycle journeys and automations to reflect SkyShowtime’s updated value proposition and plan options.\"}],\"level\":1},{\"_key\":\"210ca3146874\",\"listItem\":\"number\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Maximize exposure for the launch promo across all engagement and lifecycle communications, from automated journeys to content newsletters.\",\"_key\":\"da05d4546c320\",\"_type\":\"span\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\"},{\"children\":[{\"marks\":[],\"text\":\"Initially, this seemed daunting as it required us to review and update an overwhelming number of Canvases. 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Additionally, the creative refreshed automatically at different campaign stages based on a pre-uploaded library of assets and embedded calendar logic.\",\"_key\":\"c4c8c542781d2\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"5a66bb0c5b15\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-content-blocks\",\"_key\":\"64c7b90c1aac\"}]},{\"asset\":{\"_ref\":\"image-d3966534e3326aea39b3479e228b916120329623-2400x1256-png\",\"_type\":\"reference\"},\"_type\":\"richImage\",\"_key\":\"07cd9426cec2\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"1ab96956ce1d\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"This was a true cross-functional effort, involving collaboration between our team, our agency, and various internal departments (Brand, Marketing, Legal, Analytics, etc.). The result was staggering: We successfully prepared and delivered over 175 unique touchpoints and over 1,900 message variations in less than two months—a record timeline! The campaign not only drove awareness and adoption of the new tier, but also demonstrated the power of smart planning, collaboration, and innovative use of Braze’s features to scale efficiently.\",\"_key\":\"e714a77581d40\"}]},{\"style\":\"normal\",\"_key\":\"5f42071d4792\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://community.braze.com/?utm_campaign=fy25-q4-global-owned-web-marketer-of-the-month\u0026utm_medium=referral\u0026utm_source=braze\u0026utm_content=blog-bonfire\",\"_key\":\"6d354cbb9d59\"}],\"children\":[{\"_key\":\"16463b60b06d0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Interested in collaborating to build the future of customer engagement? 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Recent figures indicate that email’s \",\"_key\":\"eafb7013f8132\",\"_type\":\"span\"},{\"marks\":[\"db24e9075e13\",\"em\"],\"text\":\"ROI can be up to 42:1\",\"_key\":\"eafb7013f8133\",\"_type\":\"span\"},{\"marks\":[\"em\"],\"text\":\" when this channel is leveraged correctly. Since its efficacy relies largely on a sender’s ability to reach the inbox, adherence to deliverability best practices remains the foundation of any impactful email marketing program.\",\"_key\":\"eafb7013f8134\",\"_type\":\"span\"}]},{\"children\":[{\"text\":\"As the industry continues to evolve, your ability to measure success is dependent on your ability to analyze and interpret your sending results. But what metrics matter, and which aren’t as important? What should you monitor to ensure you’re maintaining high deliverability, and how should you react when faced with unexpected or unpleasant outcomes? Join us as we take a deeper look at each of the signals that impact your deliverability. This is Deliverability Indicators, our ongoing blog series that provides a comprehensive breakdown of the factors that influence your email sender reputation.\",\"_key\":\"81ecc00e709d0\",\"_type\":\"span\",\"marks\":[\"em\"]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"408b31f5dfd3\",\"markDefs\":[]},{\"_key\":\"064b0e8d9fc5\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Continuing our Deliverability Indicators series, this edition is all about opens! And while it may seem straightforward, this metric is actually anything but. Ready to learn more? Let’s get started!\",\"_key\":\"b6b819818f170\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"markDefs\":[],\"children\":[{\"_key\":\"a58502db595b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"This edition’s focus: Email Opens\"}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"ecad7c8c7650\"},{\"children\":[{\"marks\":[\"em\"],\"text\":\"Alternate terms: Pixel loads\",\"_key\":\"41cef0dde7990\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"0b106b8e6f30\",\"markDefs\":[]},{\"_key\":\"81bb75d0313b\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"What email opens are\",\"_key\":\"f71d5bdb9b780\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"h3\"},{\"_key\":\"cf6c9a82e3eb\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Ostensibly, open rates measure whether an email was opened by its recipient after being delivered. However, what’s being measured is not \",\"_key\":\"53dd158c9d720\"},{\"_key\":\"53dd158c9d721\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"really\"},{\"marks\":[],\"text\":\" an “open.” Mailbox providers don’t share what happens to a message post-delivery, so what’s actually being counted is whether an invisible 1x1 pixel has been loaded, which functions as a proxy for mail being opened.\",\"_key\":\"53dd158c9d722\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"e25baf2d6ad4\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Why they happen\",\"_key\":\"b21858a655480\"}]},{\"_key\":\"0801f8b24fbf\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/apple-mail-privacy-protection-how-to-prepare\",\"_key\":\"00c892fc112e\"}],\"children\":[{\"_key\":\"003304befb150\",\"_type\":\"span\",\"marks\":[],\"text\":\"An open event is generated by an Email Service Provider (ESP), such as Braze, when an open tracking pixel is fetched by the receiving server. That’s because, theoretically, images are only loaded when a message is opened. However, that theory is no longer wholly accurate (if it ever was), thanks to image pre-fetching as a result of services like \"},{\"text\":\"Apple’s Mail Privacy Protection\",\"_key\":\"003304befb151\",\"_type\":\"span\",\"marks\":[\"00c892fc112e\"]},{\"_type\":\"span\",\"marks\":[],\"text\":\". These days, an open event is more likely to indicate inbox placement as opposed to a human being actually selecting your message and choosing to read it. While opens may have lost some value as an engagement metric, they do at least serve as a substitute for inbox placement reporting, since mailbox providers (MBPs) don’t provide that data directly.\",\"_key\":\"003304befb152\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"_key\":\"35cde755a346\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Who uses them\",\"_key\":\"03efc843fde30\"}],\"_type\":\"block\",\"style\":\"h3\"},{\"children\":[{\"marks\":[],\"text\":\"Contrary to popular belief, MBPs are not measuring or reporting opens—we are! Mailbox providers evaluate engagement, but they have a slew of other data to use that we don’t have access to, like time-to-open, time-to-click, forwards, replies, deleted, etc. In the absence of additional data, pixel loads and clicks are the most accessible ways that senders (both brands and their ESPs) can assess email engagement.\",\"_key\":\"030d24a762d70\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"b30698f2de90\",\"markDefs\":[]},{\"markDefs\":[],\"children\":[{\"_key\":\"3bf68466d9600\",\"_type\":\"span\",\"marks\":[],\"text\":\"When to celebrate\"}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"c6cef8f1408e\"},{\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/email/email_setup/ip_warming/#clean-your-email-lists\",\"_key\":\"36c52a75170a\"}],\"children\":[{\"text\":\"Open rates vary widely based on sender practices, recipient behavior, and reporting capabilities. Braze offers reports that can either exclude or include machine opens (like Apple’s MPP) in an effort to provide more accurate engagement data. Typically, a \",\"_key\":\"d81e54a26df60\",\"_type\":\"span\",\"marks\":[]},{\"_key\":\"d81e54a26df61\",\"_type\":\"span\",\"marks\":[\"36c52a75170a\"],\"text\":\"unique open rate over 25%\"},{\"_key\":\"d81e54a26df62\",\"_type\":\"span\",\"marks\":[],\"text\":\" (excluding machine opens) indicates widespread inbox placement, provided your delivery rate is also high.\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"3bad58c65d91\"},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"When to worry\",\"_key\":\"48c47107d1820\"}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"8b0810af6a1f\",\"markDefs\":[]},{\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"If your unique open rate dips below 20%, either overall or at a particular MBP, mail is likely reaching the spam folders of at least a portion of your audience. There may also be cause for concern if you’re seeing a steady downward trend in your engagement rates, as spam folder placement tends to be gradual as opposed to sudden. Likely, this was precipitated by a decrease in positive engagement (like opens and clicks) and/or an increase in negative feedback like spam complaints or mail languishing unread. You may also notice increased delays or blocks as a precursor to mail being filtered as spam.\",\"_key\":\"0113d14526ae0\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"1e0d88c01b85\"},{\"_key\":\"0b0da366d7eb\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Optimizing for high open rates\",\"_key\":\"c03a87c73d250\"}],\"_type\":\"block\",\"style\":\"h2\"},{\"style\":\"normal\",\"_key\":\"7a1208c0c4b0\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Though Apple’s MPP and other instances of image pre-fetching has disrupted the tracking of email opens, this metric is still a valuable way to measure campaign performance, even if it’s more likely to correlate with inbox placement rather than a human being tapping the subject line to see what’s inside. In order to most accurately determine whether users are receiving your mail in their inboxes (and hopefully opening them) keep these factors in mind:\",\"_key\":\"965a8fcf43cc0\",\"_type\":\"span\"}],\"_type\":\"block\"},{\"_key\":\"c6adf2cd84b4\",\"markDefs\":[],\"children\":[{\"text\":\"Tracking pixel placement\",\"_key\":\"867f956aa30e0\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"h3\"},{\"style\":\"normal\",\"_key\":\"5297dc9f40f7\",\"markDefs\":[],\"children\":[{\"text\":\"For context, Gmail commonly “clips” emails that exceed 102 kilobytes (KB). When clipped, the remaining content is hidden and a link to \\\"View the entire message\\\" is displayed. Most ESPs tend to place the open tracking pixel at the bottom of the email, potentially impacting opens if users elect not to click and view more. If your campaigns tend to be on the heavier side, you could move the open tracking pixel to the top of the message, increasing the likelihood that opens will be tracked from the inbox, even when users don’t click through.\",\"_key\":\"f5657b435b610\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\"},{\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"7751a28ff7e8\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Subject line strength\",\"_key\":\"e2b2872d74f60\"}]},{\"children\":[{\"_key\":\"6a5c433890e80\",\"_type\":\"span\",\"marks\":[\"cc18523faef1\"],\"text\":\"Subject lines\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" should let recipients know what the email is about, and should never be misleading. There is a lot of leeway for creativity and brand expression, but use caution when taking artistic liberties. If subscribers feel that a subject is offensive or inaccurate, they might unsubscribe or worse, report the message as spam and damage your reputation. If that’s not enough to scare you off, the law even requires that the, “\",\"_key\":\"6a5c433890e81\"},{\"text\":\"subject line must accurately reflect the content of the message\",\"_key\":\"6a5c433890e82\",\"_type\":\"span\",\"marks\":[\"2f43adafb719\"]},{\"_key\":\"6a5c433890e83\",\"_type\":\"span\",\"marks\":[],\"text\":\"” in the US, and similar laws exist globally.\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"febdaa6266c0\",\"markDefs\":[{\"href\":\"https://www.braze.com/resources/articles/9-best-practices-for-email-subject-lines\",\"_key\":\"cc18523faef1\",\"_type\":\"link\"},{\"_key\":\"2f43adafb719\",\"_type\":\"link\",\"href\":\"https://www.ftc.gov/business-guidance/resources/can-spam-act-compliance-guide-business\"}]},{\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"A name recipients will recognize\",\"_key\":\"6bf722a42f260\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"b54f4266a654\"},{\"style\":\"normal\",\"_key\":\"557286c60580\",\"markDefs\":[{\"_key\":\"059272d11dfd\",\"_type\":\"link\",\"href\":\"https://www.ftc.gov/business-guidance/resources/can-spam-act-compliance-guide-business\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Similar to the subject line, your “from” name can be a great way to encourage engagement, either by reinforcing familiarity, or building anticipation. You can send from a brand name like \",\"_key\":\"50b42924028a0\"},{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"ACME Co\",\"_key\":\"50b42924028a1\"},{\"_type\":\"span\",\"marks\":[],\"text\":\"., as an individual person like \",\"_key\":\"50b42924028a2\"},{\"marks\":[\"strong\"],\"text\":\"Alison from ACME Co\",\"_key\":\"50b42924028a3\",\"_type\":\"span\"},{\"text\":\"., or even as a specific sale or product like \",\"_key\":\"50b42924028a4\",\"_type\":\"span\",\"marks\":[]},{\"marks\":[\"strong\"],\"text\":\"ACME Co’s Air Conditioner Sale\",\"_key\":\"50b42924028a5\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[],\"text\":\". Same rules apply, though! Never rely on deception to attract opens, and send only as the brand/product/person that you actually are (\",\"_key\":\"50b42924028a6\"},{\"_type\":\"span\",\"marks\":[\"059272d11dfd\"],\"text\":\"CAN-SPAM\",\"_key\":\"50b42924028a7\"},{\"marks\":[],\"text\":\" requires it!).\",\"_key\":\"50b42924028a8\",\"_type\":\"span\"}],\"_type\":\"block\"},{\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Content that feels familiar\",\"_key\":\"a85d3efb7c870\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"c7c6e5a422dd\"},{\"style\":\"normal\",\"_key\":\"60124b143c1b\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Email engagement relies on sending mail to people who both want and expect it, so campaign content should share branding (including colors, themes, logos, and voice) with your website, app, and other output so that people know it’s really \",\"_key\":\"2f44ef5075ce0\",\"_type\":\"span\"},{\"text\":\"you\",\"_key\":\"2f44ef5075ce1\",\"_type\":\"span\",\"marks\":[\"strong\"]},{\"text\":\" in their mailbox. It’s also important to maintain consistency across all of the channels you’re using so customers will recognize your brand and its value—as well as orchestrate messaging so customers get outreach when they’re likely to engage and on the right channel for each specific message.\",\"_key\":\"2f44ef5075ce2\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\"},{\"style\":\"h3\",\"_key\":\"cb2a5dc9774e\",\"markDefs\":[],\"children\":[{\"text\":\"Keep your promises\",\"_key\":\"cd926ee80a9a0\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\"},{\"style\":\"normal\",\"_key\":\"fe101d19933f\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Send emails in alignment with the expectations that you established during subscription. If you promised a coupon in exchange for an email address, then send that coupon! If recipients initially opted in for monthly newsletters, don’t send weekly marketing emails. If you want to make changes to your content or cadence, ask subscribers before assuming they’ll continue opening after an increase in emails or a shift in topic or tone.\",\"_key\":\"d623933dbe710\",\"_type\":\"span\"}],\"_type\":\"block\"},{\"_key\":\"ece5450eba03\",\"markDefs\":[],\"children\":[{\"text\":\"Make smart segments\",\"_key\":\"4f4cf740a2c80\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"h3\"},{\"style\":\"normal\",\"_key\":\"eee2d27e466c\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Everyone already knows about sending to people who have previously engaged, or setting up an automation sequence for new subscribers. Go beyond the basics and think about the subscriber experience! Maybe first-time buyers should be treated differently from those who are frequent shoppers, or perhaps seasonal customers need a different approach than those who order year-round. Subscribers open the mail that is relevant to them—review the data you have on hand to help determine who should receive what, when.\",\"_key\":\"ad228baf93470\"}],\"_type\":\"block\"},{\"_key\":\"0701322f872c\",\"markDefs\":[],\"children\":[{\"text\":\"Mitigating low open rates\",\"_key\":\"dbe6c19e16d00\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"h2\"},{\"style\":\"normal\",\"_key\":\"73d165faa753\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"If your email opens appear inadequate, there are some immediate steps you can take:\",\"_key\":\"34f1810678dc0\"}],\"_type\":\"block\"},{\"listItem\":\"number\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"First, verify that opens are being tracked properly. Send yourself a test message, and see whether an open event is generated in your ESP. There may be a technical issue that the ESP’s Support team can remedy, rather than an underlying inbox placement problem.\",\"_key\":\"2bd5c9fdc0470\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"c40203da90d6\"},{\"listItem\":\"number\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Make sure mail isn't being clipped by Gmail. Send yourself a test to a Gmail account to verify whether they’re truncating the message and including the “View the entire message” link. If mail is being clipped, you can either reduce its size, or move the tracking pixel to the top of the message.\",\"_key\":\"91d2555b45b20\",\"_type\":\"span\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"ad9bc63a4056\"},{\"markDefs\":[{\"href\":\"https://www.braze.com/resources/articles/navigating-email-deliverability\",\"_key\":\"5824af3ee7b5\",\"_type\":\"link\"},{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/sneak-your-way-into-the-inbox\",\"_key\":\"da7c589de044\"},{\"href\":\"https://www.braze.com/resources/articles/9-tips-and-tricks-for-email-deliverability\",\"_key\":\"bb3b26d4b3c9\",\"_type\":\"link\"},{\"href\":\"https://www.braze.com/resources/webinars-and-events/demystifying-email-deliverability\",\"_key\":\"d9c70bac69ef\",\"_type\":\"link\"},{\"_type\":\"link\",\"href\":\"https://learning.braze.com/email-deliverability-sos-how-to-respond-to-common-issues/1961810\",\"_key\":\"e4dcd248b392\"},{\"href\":\"https://learning.braze.com/path/master-email-deliverability\",\"_key\":\"dc6362f1dcfa\",\"_type\":\"link\"},{\"href\":\"https://www.braze.com/resources/articles/email-deliverability\",\"_key\":\"ed22e1120dc8\",\"_type\":\"link\"}],\"children\":[{\"marks\":[],\"text\":\"If everything is working as expected on a technical basis and Gmail isn’t clipping your messages, then a lackluster open rate tends to indicate spam folder placement. Though there is no quick fix for a diminished sender reputation, the road to remediation is satisfyingly straightforward! In short, stop sending mail to people who don’t want it, and only send mail to those who do. As for how to accomplish that? Check out our additional resources \",\"_key\":\"c4754a7bd8d00\",\"_type\":\"span\"},{\"text\":\"like\",\"_key\":\"c4754a7bd8d01\",\"_type\":\"span\",\"marks\":[\"5824af3ee7b5\"]},{\"_type\":\"span\",\"marks\":[],\"text\":\" \",\"_key\":\"c4754a7bd8d02\"},{\"_key\":\"c4754a7bd8d03\",\"_type\":\"span\",\"marks\":[\"da7c589de044\"],\"text\":\"our\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" \",\"_key\":\"c4754a7bd8d04\"},{\"text\":\"blog\",\"_key\":\"c4754a7bd8d05\",\"_type\":\"span\",\"marks\":[\"bb3b26d4b3c9\"]},{\"_type\":\"span\",\"marks\":[],\"text\":\", previous \",\"_key\":\"c4754a7bd8d06\"},{\"marks\":[\"d9c70bac69ef\"],\"text\":\"webinars\",\"_key\":\"c4754a7bd8d07\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[],\"text\":\", \",\"_key\":\"c4754a7bd8d08\"},{\"_type\":\"span\",\"marks\":[\"e4dcd248b392\"],\"text\":\"lessons\",\"_key\":\"c4754a7bd8d09\"},{\"text\":\", and our \",\"_key\":\"c4754a7bd8d010\",\"_type\":\"span\",\"marks\":[]},{\"_key\":\"c4754a7bd8d011\",\"_type\":\"span\",\"marks\":[\"dc6362f1dcfa\"],\"text\":\"Master Email Deliverability\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" learning path. Should you prefer a more hands-on approach, \",\"_key\":\"c4754a7bd8d012\"},{\"_key\":\"c4754a7bd8d013\",\"_type\":\"span\",\"marks\":[\"ed22e1120dc8\"],\"text\":\"Braze Deliverability Services\"},{\"marks\":[],\"text\":\" are here to lend that helping hand.\",\"_key\":\"c4754a7bd8d014\",\"_type\":\"span\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"337bca080259\",\"listItem\":\"number\"},{\"style\":\"h2\",\"_key\":\"ac30deb22515\",\"markDefs\":[],\"children\":[{\"marks\":[\"strong\"],\"text\":\"Key Takeaway\",\"_key\":\"7f7f47c089db0\",\"_type\":\"span\"}],\"_type\":\"block\"},{\"_key\":\"1837d250bb6e\",\"markDefs\":[],\"children\":[{\"_key\":\"dd537571da440\",\"_type\":\"span\",\"marks\":[],\"text\":\"These days, opens may not be the most precise indication of subscriber engagement. However, they continue to be valuable as marketers look for ways to measure campaign success outside of simple ROI and monetary conversions. “Opens” aren’t truly \"},{\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"opens\",\"_key\":\"dd537571da441\"},{\"marks\":[],\"text\":\", but they are a decent proxy for measuring inbox placement and alerting senders to potential deliverability declines, particularly when taken into consideration with the full scope of results including bounces, complaints, and unsubscribes.\",\"_key\":\"dd537571da442\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Can’t get enough? Check out \",\"_key\":\"9bc37872902e0\"},{\"marks\":[\"fc718e61a0eb\"],\"text\":\"Deliverability Indicators: Understanding Email Bounces and What They Mean For Customer Engagement\",\"_key\":\"9bc37872902e1\",\"_type\":\"span\"},{\"_key\":\"4eae317121ed\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"112e5617407e\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/understanding-email-bounces\",\"_key\":\"fc718e61a0eb\"}]}],\"categories\":{\"productFeatures\":[{\"name\":[{\"_key\":\"en-us\",\"value\":\"Email\",\"_type\":\"internationalizedArrayStringValue\"},{\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ja\",\"value\":\"メール\"},{\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ko\",\"value\":\"이메일\"}],\"slug\":{\"current\":\"email\"},\"_id\":\"imported-craft-49349\"}],\"topics\":[{\"slug\":{\"current\":\"email-must-knows\"},\"_id\":\"imported-craft-70730\",\"name\":[{\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"en-us\",\"value\":\"Email Must-Knows\"},{\"_key\":\"ja\",\"value\":\"メールに関する必須知識\",\"_type\":\"internationalizedArrayStringValue\"},{\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ko\",\"value\":\"Email Must-Knows\"}]}]},\"publicationDates\":{\"publishedAt\":\"2025-02-13T18:16:34.894Z\"},\"author\":[{\"lastName\":\"Gootee\",\"headshot\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/e8c7a1ff362c0ad66899a4be0cc890af8b33fae1-500x500.jpg\",\"_id\":\"imported-craft-author-5185\",\"firstName\":\"Alison\"}],\"slug\":\"deliverability-indicators-email-opens\",\"hideFromListing\":false},{\"categories\":{\"topics\":[{\"name\":[{\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"en-us\",\"value\":\"101 Content\"},{\"value\":\"入門コンテンツ\",\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ja\"},{\"value\":\"101 Content\",\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ko\"}],\"slug\":{\"current\":\"101-content\"},\"_id\":\"imported-craft-64077\"},{\"_id\":\"imported-craft-485\",\"name\":[{\"_key\":\"en-us\",\"value\":\"Personalization\",\"_type\":\"internationalizedArrayStringValue\"},{\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ja\",\"value\":\"パーソナライゼーション\"},{\"_key\":\"ko\",\"value\":\"개인화\",\"_type\":\"internationalizedArrayStringValue\"}],\"slug\":{\"current\":\"personalization\"}}]},\"_id\":\"imported-craft-6313\",\"slug\":\"marketing-automation\",\"title\":\"Marketing Automation: What Is it and Why Is it Important to Your Marketing Strategy?\",\"body\":[{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"6554aa9567f1\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"If you’re tired of sending endless one-off campaigns, manually sorting through contact lists, wasting hours on tedious production work, and waiting for performance reports, then marketing automation is the solution. Marketing automation technology saves marketers time, energy, and maybe even some ibuprofen by removing the need to deal with headache-inducing manual work.\",\"_key\":\"84917b520e9e0\",\"_type\":\"span\"}]},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"d33ed9c3e0ef\",\"markDefs\":[],\"children\":[{\"_key\":\"8f64ddfc5c8b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The rise of sophisticated marketing platforms makes it easier than ever to acquire, engage, and retain customers in a fast and efficient way. The trick is to select the right platform for your needs and to consider where there are the greatest opportunities for automation. There are many marketing automation use cases, which we’ll explore in this article.\"}]},{\"_key\":\"abf65d1d7d67\",\"markDefs\":[],\"children\":[{\"marks\":[\"strong\"],\"text\":\"What is marketing automation?\",\"_key\":\"d7408fd9fbad0\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"h2\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"ef05829806ed\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Marketing automation is the process of automating time-consuming (but necessary) tasks, that are traditionally manual. 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When evaluating automation platforms, make sure the platform includes these value-driving capabilities:\",\"_key\":\"86889bb1530e0\",\"_type\":\"span\",\"marks\":[]}]},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"99e044519580\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/live-customer-profiles\",\"_key\":\"f106a614ba68\"}],\"children\":[{\"_type\":\"span\",\"marks\":[\"f106a614ba68\"],\"text\":\"Live Customer Profiles\",\"_key\":\"39977aad056f0\"},{\"_type\":\"span\",\"marks\":[],\"text\":\": Profiles should auto-populate with relevant customer information like age, location, language, purchase history, loyalty status, affinities and preferences, and more. All customer info should appear in one view, regardless of the original data sources.\",\"_key\":\"39977aad056f1\"}]},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"68a174f19083\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/dynamic-segmentation\",\"_key\":\"e44c9feaf701\"}],\"children\":[{\"marks\":[\"e44c9feaf701\",\"strong\"],\"text\":\"Dynamic Segmentation\",\"_key\":\"02dffa94874f0\",\"_type\":\"span\"},{\"marks\":[\"strong\"],\"text\":\": \",\"_key\":\"02dffa94874f1\",\"_type\":\"span\"},{\"_key\":\"02dffa94874f2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Powered by real-time data, this feature lets brands segment audiences by shared traits, behaviors and preferences, such as:\"}]},{\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"8b45316df132\",\"listItem\":\"bullet\",\"markDefs\":[],\"children\":[{\"text\":\"“Customers who reviewed a product in the last 24 hours”\",\"_key\":\"95ce5ab6d2320\",\"_type\":\"span\",\"marks\":[]}]},{\"listItem\":\"bullet\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"“App users who haven’t logged on for seven days or more”\",\"_key\":\"c508661640fc0\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"8e746df89365\"},{\"style\":\"normal\",\"_key\":\"859ad5db8cae\",\"listItem\":\"bullet\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"“Loyalty members with a balance of 30K points or more”\",\"_key\":\"25a10645a2830\"}],\"level\":1,\"_type\":\"block\"},{\"children\":[{\"marks\":[\"8c12e5853e39\",\"strong\"],\"text\":\"Personalization\",\"_key\":\"65841e3973240\",\"_type\":\"span\"},{\"marks\":[\"strong\"],\"text\":\":\",\"_key\":\"65841e3973241\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" Make customers feel like you’re talking to them and no one else—that’s the magic of personalization. Brands who don’t leverage personalization can come across as out-of-touch and irrelevant.\",\"_key\":\"65841e3973242\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"1e99747d5e55\",\"markDefs\":[{\"_key\":\"8c12e5853e39\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/inside-personalization-guide\"}]},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"f12c92f190ee\",\"markDefs\":[{\"href\":\"https://www.braze.com/resources/reports-and-guides/inside-personalization-guide\",\"_key\":\"971e623e6224\",\"_type\":\"link\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Personalization gives brands the power to tailor content, channel selection, “send time,” and more based on individual data. To learn more, our \",\"_key\":\"45ce0284b0380\"},{\"_key\":\"45ce0284b0381\",\"_type\":\"span\",\"marks\":[\"971e623e6224\",\"strong\"],\"text\":\"personalization guide\"},{\"marks\":[],\"text\":\" has everything you need to master the practice.\",\"_key\":\"45ce0284b0382\",\"_type\":\"span\"}]},{\"style\":\"h2\",\"_key\":\"401617498f95\",\"markDefs\":[],\"children\":[{\"_key\":\"77d79133c9630\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"8 automation tools that delight customers and boost engagement\"}],\"_type\":\"block\"},{\"style\":\"normal\",\"_key\":\"08628d3a4f1e\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"There are plenty of marketing automation tools on the market. The best ones help brands scale their marketing efforts while still maintaining an individual, human touch. Here are eight automation tools and features that help put marketing on cruise control:\",\"_key\":\"6e558b8c536d0\",\"_type\":\"span\"}],\"_type\":\"block\"},{\"markDefs\":[],\"children\":[{\"marks\":[\"strong\"],\"text\":\"1. Liquid personalization\",\"_key\":\"ab62ee1a74600\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"25fec9a486c8\"},{\"markDefs\":[{\"href\":\"https://www.braze.com/docs/user_guide/personalization_and_dynamic_content/liquid\",\"_key\":\"a9d0d0ffb7aa\",\"_type\":\"link\"}],\"children\":[{\"marks\":[\"a9d0d0ffb7aa\"],\"text\":\"Liquid\",\"_key\":\"2b9bc2bd282c0\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[],\"text\":\", a templating language that makes personalization easier, enables brands to customize communications based on individual customer information. This includes things like: Gender, language, city, time zone, and more. Our research shows that Liquid personalization can drive:\",\"_key\":\"2b9bc2bd282c1\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"459a8a2a3072\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"03d61f9cd0ff\",\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"b5de74348720\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/braze-inspiration-guide\"}],\"children\":[{\"marks\":[\"b5de74348720\"],\"text\":\"63% uplift\",\"_key\":\"8c233b7ffbef0\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" in conversion rates for newsletters using Liquid personalization (compared to the baseline for this use case)\",\"_key\":\"8c233b7ffbef1\"}],\"level\":1},{\"style\":\"normal\",\"_key\":\"0a92a2cbf9f0\",\"listItem\":\"bullet\",\"markDefs\":[{\"href\":\"https://www.braze.com/resources/reports-and-guides/braze-inspiration-guide\",\"_key\":\"a7bf770dd9f9\",\"_type\":\"link\"}],\"children\":[{\"text\":\"15% more effective\",\"_key\":\"2cca688bb3730\",\"_type\":\"span\",\"marks\":[\"a7bf770dd9f9\"]},{\"_type\":\"span\",\"marks\":[],\"text\":\" at driving lapsed users back to the app (compared to the baseline)\",\"_key\":\"2cca688bb3731\"}],\"level\":1,\"_type\":\"block\"},{\"_key\":\"52598f407280\",\"markDefs\":[],\"children\":[{\"text\":\"2. 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For brands, that means communications are sent at optimal times based on actual preferences and behaviors, which has a positive effect on creating more relevant engagement:\",\"_key\":\"7248ce9eef740\",\"_type\":\"span\"}],\"_type\":\"block\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"f5472ec5ec1f\",\"listItem\":\"bullet\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/5-ways-to-improve-customer-activation-campaign-performance\",\"_key\":\"9a5b6b44e0d4\"}],\"children\":[{\"marks\":[\"9a5b6b44e0d4\"],\"text\":\"1.8X higher conversion rates\",\"_key\":\"cba5bec973090\",\"_type\":\"span\"},{\"marks\":[],\"text\":\" for opt-ins when using action-based messages\",\"_key\":\"cba5bec973091\",\"_type\":\"span\"}],\"level\":1},{\"_key\":\"f038f278964a\",\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"ecc4f1fc65a4\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/braze-inspiration-guide\"}],\"children\":[{\"_type\":\"span\",\"marks\":[\"ecc4f1fc65a4\"],\"text\":\"34% uplift in conversion\",\"_key\":\"17cbcc01b7700\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" for API-triggered messaging\",\"_key\":\"17cbcc01b7701\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\"},{\"listItem\":\"bullet\",\"markDefs\":[{\"href\":\"https://www.braze.com/resources/reports-and-guides/braze-inspiration-guide\",\"_key\":\"50977602e277\",\"_type\":\"link\"}],\"children\":[{\"marks\":[],\"text\":\"API-triggered fulfillment campaigns are \",\"_key\":\"07d87a14a7eb0\",\"_type\":\"span\"},{\"_key\":\"07d87a14a7eb1\",\"_type\":\"span\",\"marks\":[\"50977602e277\"],\"text\":\"2.4X more effective\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" at driving users to your app/website\",\"_key\":\"07d87a14a7eb2\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"f497f31d130a\"},{\"_key\":\"af9a208c150d\",\"_ref\":\"03790be5-8c76-46ff-9875-4f7098da2ccd\",\"_type\":\"videoReference\"},{\"style\":\"h3\",\"_key\":\"6395b7e7c1ed\",\"markDefs\":[],\"children\":[{\"_key\":\"032b920975c40\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Frequency capping tools\"}],\"_type\":\"block\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"93574032f44d\",\"markDefs\":[],\"children\":[{\"_key\":\"297c70a1c7680\",\"_type\":\"span\",\"marks\":[],\"text\":\"Brands use frequency capping to limit how often customers see particular ads over set periods of time, which can restrict exhaustive or duplicative messaging. With this tool (and the right customer engagement platform), you can manage message frequency and volume in nuanced, human ways, including: \"}]},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Frequency capping by channels\",\"_key\":\"1361f3afe25f0\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"d7e15b706a8a\",\"listItem\":\"bullet\"},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Frequency capping by tags\",\"_key\":\"d0afad9df12b0\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"b3718b9b9602\",\"listItem\":\"bullet\",\"markDefs\":[]},{\"style\":\"normal\",\"_key\":\"25f376d58617\",\"listItem\":\"bullet\",\"markDefs\":[],\"children\":[{\"text\":\"Frequency capping by segment\",\"_key\":\"8b041dfdec560\",\"_type\":\"span\",\"marks\":[]}],\"level\":1,\"_type\":\"block\"},{\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"1211c6c4a7e7\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"4. Intelligent Selection\",\"_key\":\"21d10aec028d0\"}]},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"58f18d4a3421\",\"markDefs\":[{\"_key\":\"9c6c9ea81f48\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/videos/taking-full-advantage-of-intelligent-selection\"}],\"children\":[{\"marks\":[],\"text\":\"The Braze \",\"_key\":\"9a7aef5231d30\",\"_type\":\"span\"},{\"text\":\"Intelligent Selection\",\"_key\":\"9a7aef5231d31\",\"_type\":\"span\",\"marks\":[\"9c6c9ea81f48\"]},{\"_type\":\"span\",\"marks\":[],\"text\":\" feature, for example, is an algorithmic, machine-learning tool that pairs customers with specific journeys and campaigns based on variant performance over time. This tool tests variables—including campaign variables like creative, messaging, timing, and frequency—on a continuous basis, and optimizes the message variant, based on those that are most effective. These models are designed to never stop learning and improving, and the proof is in the results.\",\"_key\":\"9a7aef5231d32\"}]},{\"_key\":\"a48648e1e7b1\",\"markDefs\":[],\"children\":[{\"marks\":[\"strong\"],\"text\":\"5. 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The tool works by supporting \",\"_key\":\"6d7d9d67ad542\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[\"dabd53842aec\"],\"text\":\"cross-channel strategies\",\"_key\":\"6d7d9d67ad543\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" and weighs engagement rates across channels. When brands use this data-driven approach, customers also benefit because they receive messages on the channels they most prefer.\",\"_key\":\"6d7d9d67ad544\"}]},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"6. 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Braze research shows that push notifications that use Intelligent Timing are 2.6X more effective at driving app opens than push notifications that do not.\",\"_key\":\"3a25a7f05c1d2\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"3df6f55ff2bf\"},{\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"285af492f020\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"7. Predictive Events\",\"_key\":\"8a0c065e08330\"}]},{\"_key\":\"fa813e62a911\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/brazeai/predictive_suite/predictive_events#:~:text=Predictive%20Events%20give%20marketers%20a,activity%20and%20predict%20future%20activity.\",\"_key\":\"47eca0edd441\"}],\"children\":[{\"text\":\"Predictive Events\",\"_key\":\"d269f3fe0cbb0\",\"_type\":\"span\",\"marks\":[\"47eca0edd441\"]},{\"text\":\" are advanced features that leverage machine learning to anticipate user behavior and engagement. By analyzing historical user data, Braze can help predict future actions, such as the likelihood of a user making a purchase or churning. This allows marketers to tailor their messaging strategies and campaigns to target users more effectively, enhancing engagement and retention.\",\"_key\":\"d269f3fe0cbb1\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\"},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Mobile marketing automation\",\"_key\":\"ba1461bf81dd0\"}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"43f0ada4ebc6\"},{\"children\":[{\"text\":\"Mobile marketing automation (MMA) refers to the platforms and tools that companies use to build multichannel campaigns, all while managing customer relationships at scale. Mobile marketing automation platforms help marketers connect the dots and send campaigns that satisfy customers with exceptional, personalized experiences.\",\"_key\":\"316a413aa5330\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"2c9158cec154\",\"markDefs\":[]},{\"style\":\"normal\",\"_key\":\"72ea52cab664\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Mobile marketing automation doesn’t automate the creative work of branding, writing, or designing, but it does enable you to personalize messaging and scale those messages to larger audiences, faster. The vision and planning still comes from marketers, but the platform helps to schedule mobile campaigns, test ideas, and analyze the results.\",\"_key\":\"add6c62188f20\",\"_type\":\"span\"}],\"_type\":\"block\"},{\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"3b58bb7f7774\",\"markDefs\":[],\"children\":[{\"_key\":\"61dc59b43bcb0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Start here with mobile marketing automation tools\"}]},{\"_key\":\"01f531eef99f\",\"markDefs\":[],\"children\":[{\"_key\":\"7c096ee02c2e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"New to mobile marketing automation? You’ll first need to research and select a mobile marketing automation platform. Choose one that helps you develop and deploy mobile and multichannel strategies in the most effective means possible. 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Powered by machine learning, marketing automation capabilities are designed to reduce manual decisions and processes that impede timely and valuable outreach efforts. 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By automating workflows, teams can execute campaigns faster and with greater accuracy and to more people, ultimately enhancing productivity.\",\"_key\":\"2045f14b759d0\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"2f1b0fc940aa\"},{\"markDefs\":[],\"children\":[{\"marks\":[\"strong\"],\"text\":\"What are some marketing automation use cases?\",\"_key\":\"e7493f22597f0\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"879c96b265cc\"},{\"children\":[{\"marks\":[],\"text\":\"Common use cases for marketing automation include lead nurturing through personalized email campaigns, automated social media posting, customer segmentation for targeted messaging, and tracking user engagement to optimize future campaigns. Additionally, it can facilitate customer onboarding and re-engagement strategies.\",\"_key\":\"47125019afee0\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"6db96587cb0e\",\"markDefs\":[]},{\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What are the key features to look for in a marketing automation platform?\",\"_key\":\"531d2cc963ae0\"}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"44f02720599d\",\"markDefs\":[]},{\"children\":[{\"_key\":\"d9a431a660d10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Key features to consider include robust segmentation and targeting capabilities, a user-friendly interface, integration with existing tools, analytics and reporting functionalities, and support for multi-channel campaigns. Additionally, look for automation workflows that allow for personalized customer journeys.\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"902734e5bb6a\",\"markDefs\":[]},{\"style\":\"h3\",\"_key\":\"bc4361aaf7ae\",\"markDefs\":[],\"children\":[{\"marks\":[\"strong\"],\"text\":\"How does dynamic targeting and segmentation work within marketing automation?\",\"_key\":\"f76b081c91910\",\"_type\":\"span\"}],\"_type\":\"block\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"2f94f62de232\",\"markDefs\":[],\"children\":[{\"_key\":\"9039c64fdf830\",\"_type\":\"span\",\"marks\":[],\"text\":\"Dynamic targeting and segmentation allows marketers to categorize audiences based on real-time data and behaviors, enabling personalized messaging that resonates with specific user groups. Accordingly, the right content reaches the right audience at the right time, enhancing engagement and conversion rates.\"}]},{\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"727fd93f6c47\",\"markDefs\":[],\"children\":[{\"text\":\"What’s channel optimization and why’s it so important?\",\"_key\":\"66c10ded38c80\",\"_type\":\"span\",\"marks\":[\"strong\"]}]},{\"style\":\"normal\",\"_key\":\"13eb38b058a1\",\"markDefs\":[],\"children\":[{\"_key\":\"a5425260eeb50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Channel optimization involves analyzing and refining marketing efforts across various channels to support maximum effectiveness and reach. This is crucial because it helps brands allocate resources efficiently, improve customer engagement, and ultimately drive higher conversion rates by delivering the right message through the most effective channels.\"}],\"_type\":\"block\"},{\"style\":\"normal\",\"_key\":\"faaa9efcae72\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"\",\"_key\":\"40d430578771\"}],\"_type\":\"block\"},{\"style\":\"normal\",\"_key\":\"210c84f368a2\",\"markDefs\":[],\"children\":[{\"_key\":\"2e62573efe320\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"Forward Looking Statements\"}],\"_type\":\"block\"},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"$1e\",\"_key\":\"31757e58254e0\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"9187eb5cc0ee\"},{\"children\":[{\"marks\":[],\"text\":\"\\n\",\"_key\":\"e5fe15afcc300\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"26d09b44b7aa\",\"markDefs\":[]}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/a4f8174f90668b3254de8e87e4013f9b23499e80-1200x800.png\",\"publicationDates\":{\"_type\":\"publicationDates\",\"updatedAt\":\"2024-11-18T17:24:05.810Z\",\"publishedAt\":\"2025-02-12T20:37:12.674Z\"},\"author\":[{\"headshot\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/a871ef5dc9e894d320555710664c2e67f03dad70-1000x1000.png\",\"_id\":\"af8d090c-47dd-436b-9091-15d4b3315919\",\"firstName\":\"Team\",\"lastName\":\"Braze\"}]},{\"slug\":\"whatsapp-evolutions-2025-three-key-updates\",\"categories\":{\"topics\":[{\"name\":[{\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"en-us\",\"value\":\"Customer Engagement\"},{\"_key\":\"ja\",\"value\":\"カスタマーエンゲージメント\",\"_type\":\"internationalizedArrayStringValue\"},{\"_key\":\"ko\",\"value\":\"고객 참여\",\"_type\":\"internationalizedArrayStringValue\"}],\"slug\":{\"current\":\"customer-engagement\"},\"_id\":\"imported-craft-486\"}],\"productFeatures\":[{\"slug\":{\"current\":\"whatsapp\"},\"_id\":\"imported-craft-675679\",\"name\":[{\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"en-us\",\"value\":\"WhatsApp\"},{\"value\":\"WhatsApp\",\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ja\"},{\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ko\",\"value\":\"WhatsApp\"}]}],\"technologyPartnerTypes\":[{\"_id\":\"6947d4b8-0534-4513-b1b5-7b1f4635764b\",\"name\":[{\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"en-us\",\"value\":\"Instant Chat\"},{\"_key\":\"fr\",\"value\":\"Chat instantané\",\"_type\":\"internationalizedArrayStringValue\"},{\"value\":\"Bate-papo em tempo real\",\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"pt-br\"},{\"value\":\"インスタントメッセージ\",\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ja\"},{\"value\":\"인스턴트 채팅\",\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ko\"}],\"slug\":{\"_type\":\"slug\",\"current\":\"instant-chat\"}}]},\"hideFromListing\":false,\"_id\":\"f0208c26-9331-4f9e-bfdd-10122a071d88\",\"title\":\"WhatsApp Evolutions: 3 Key Updates Marketers Need to Know About\",\"body\":[{\"children\":[{\"text\":\"They say that the only constant in life is change. As more brands take advantage of WhatsApp to better connect with their customers around the globe, it's not surprising that Meta is making some tweaks to this powerful channel and how it operates in order to ensure that marketers and consumers alike are able to continue to see benefits.\",\"_key\":\"5d60a9a0f4d00\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"bf5718f14559\",\"markDefs\":[]},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"15a522d67c35\",\"markDefs\":[],\"children\":[{\"_key\":\"ec4d245fe3d90\",\"_type\":\"span\",\"marks\":[],\"text\":\"To help marketers understand what's changing and what it means for them, we'll explore three key updates (including the what, why, and when) and how to consider adjusting your marketing strategies to keep up.\"}]},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Update 1: WhatsApp opt-in policy update \",\"_key\":\"ec4d245fe3d91\"}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"cdb9526020c6\"},{\"_key\":\"36cdc7d3037c\",\"markDefs\":[],\"children\":[{\"marks\":[\"strong\",\"em\"],\"text\":\"What is the update? \",\"_key\":\"ec4d245fe3d92\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"h3\"},{\"_key\":\"bc24d247df8e\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://developers.facebook.com/docs/whatsapp/overview/getting-opt-in/\",\"_key\":\"e05abb8e3d0e\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Meta recently released an update to their \",\"_key\":\"ce0eb7dffa960\"},{\"_key\":\"ce0eb7dffa961\",\"_type\":\"span\",\"marks\":[\"e05abb8e3d0e\"],\"text\":\"WhatsApp opt-in policy\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" that impacts when brands can and can’t communicate with their users on this channel. Previously, companies needed to receive channel-specific consent to send outreach via WhatsApp; however, under the updated policy, brands can now message consumers on the platform if an individual has shared their mobile phone number and provided opt-in permission for messaging more generally. In other words, if a brand collects more general permission to send messages to a consumer, they can message that person on WhatsApp without collecting opt-in \",\"_key\":\"ce0eb7dffa962\"},{\"_key\":\"ce0eb7dffa963\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"specifically \"},{\"marks\":[],\"text\":\"for the WhatsApp channel.\",\"_key\":\"ce0eb7dffa964\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"style\":\"normal\",\"_key\":\"2345df775d35\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://developers.facebook.com/docs/whatsapp/overview/getting-opt-in/\",\"_key\":\"510805ba36bf\"}],\"children\":[{\"_key\":\"5affca3dcabe0\",\"_type\":\"span\",\"marks\":[],\"text\":\"While this is a significant change, it’s important to note that brands are still required to comply with all local laws and follow to \"},{\"marks\":[\"510805ba36bf\"],\"text\":\"Meta’s overall requirements when obtaining opt-ins\",\"_key\":\"5affca3dcabe1\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[],\"text\":\", which are:\",\"_key\":\"5affca3dcabe2\"}],\"_type\":\"block\"},{\"_key\":\"95fe929b72e0\",\"listItem\":\"bullet\",\"markDefs\":[],\"children\":[{\"_key\":\"2e9cc6318ef80\",\"_type\":\"span\",\"marks\":[],\"text\":\"The business must clearly state that a person is opting in to receive communication from the business\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\"},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"The business must clearly state the business's name that a person is opting in to receive messages from\",\"_key\":\"6131a40d945d0\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"206103779233\",\"listItem\":\"bullet\"},{\"style\":\"normal\",\"_key\":\"fe2e4f56f57e\",\"listItem\":\"bullet\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"The business must comply with applicable law\",\"_key\":\"81206c957aed0\",\"_type\":\"span\"}],\"level\":1,\"_type\":\"block\"},{\"markDefs\":[],\"children\":[{\"text\":\"Why are they making this update? \",\"_key\":\"0845f943149b0\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"]}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"acdcdae3063f\"},{\"_key\":\"9fd2677313b4\",\"markDefs\":[],\"children\":[{\"_key\":\"64f9411238050\",\"_type\":\"span\",\"marks\":[],\"text\":\"While WhatsApp is known as a marquee way to engage consumers, Meta supports a number of different platforms and channels across its business operations. Accordingly, some brands may choose to collect consent to send messaging not specific to any one channel, removing the requirement to ask users for individualized permission for each channel. This update provides brands with more flexibility to communicate with their customers as they see fit. \"}],\"_type\":\"block\",\"style\":\"normal\"},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"When does the update go into effect? \",\"_key\":\"64f9411238051\"}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"e3edbf0fa9b3\"},{\"_key\":\"762a8e458206\",\"markDefs\":[{\"_key\":\"f2d85ebba501\",\"_type\":\"link\",\"href\":\"https://developers.facebook.com/docs/whatsapp/overview/getting-opt-in/\"}],\"children\":[{\"_key\":\"7728651682ca0\",\"_type\":\"span\",\"marks\":[],\"text\":\"WhatsApp’s updated \"},{\"_type\":\"span\",\"marks\":[\"f2d85ebba501\"],\"text\":\"opt-in policy\",\"_key\":\"7728651682ca1\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" went into effect in November 2024. \",\"_key\":\"7728651682ca2\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"children\":[{\"marks\":[\"strong\",\"em\"],\"text\":\"How should you adjust your marketing strategy to accommodate for this change? \",\"_key\":\"7728651682ca3\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"866b101e2f12\",\"markDefs\":[]},{\"_key\":\"62b104a1182d\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/meta-introduces-deliverability-updates-for-whatsapp\",\"_key\":\"f15ea0463adf\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Although WhatsApp has loosened their policy, Braze still recommends collecting opt-ins that are explicitly and specifically for WhatsApp as a channel, to foster the best customer experience and engagement rates. And, of course, we recommend collecting separate and explicit opt-ins for other channels that require it and have stricter policies, such as SMS and email. Maintaining strong read rates is always top of mind for marketers, but it is especially important on WhatsApp because of the \",\"_key\":\"21ab610e6baa0\"},{\"_type\":\"span\",\"marks\":[\"f15ea0463adf\"],\"text\":\"deliverability updates\",\"_key\":\"21ab610e6baa1\"},{\"text\":\" Meta introduced in 2024. Most notably, Meta implemented a per-user marketing template limit, which caps the number of marketing messages a user can receive across all brands in a given period and doesn’t deliver messages that are less likely to be read. In short, you want to maintain high read rates in order to maximize deliverability. Making sure your customers actually \",\"_key\":\"21ab610e6baa2\",\"_type\":\"span\",\"marks\":[]},{\"marks\":[\"em\"],\"text\":\"want \",\"_key\":\"21ab610e6baa3\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[],\"text\":\"to receive messaging from you on WhatsApp is the first step in maintaining strong read rates. While collecting channel-specific opt-in is\",\"_key\":\"21ab610e6baa4\"},{\"_key\":\"21ab610e6baa5\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\" \"},{\"marks\":[],\"text\":\"more work, it allows your customers to tell you exactly how they want to be communicated with, and which channels they prefer. As always, check with your legal team to make sure you’re complying with the legal requirements applicable to your use case, as some countries and regions may have stricter local laws that impose different requirements than Meta’s updated policy. Whatever you decide to do, do not message users on WhatsApp if you’ve only collected permission to message them \",\"_key\":\"21ab610e6baa6\",\"_type\":\"span\"},{\"_key\":\"21ab610e6baa7\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"on a different channel\"},{\"_key\":\"21ab610e6baa8\",\"_type\":\"span\",\"marks\":[],\"text\":\", like email or SMS. When in doubt, ask yourself what you’d prefer as a consumer. \"}],\"_type\":\"block\",\"style\":\"normal\"},{\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"47e32e3ae3ae\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Update 2: WhatsApp pauses marketing message sending to US users\",\"_key\":\"21ab610e6baa9\"}]},{\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"e28ff0882289\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"What is the update? \",\"_key\":\"21ab610e6baa10\"}]},{\"_key\":\"19fadba708b2\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://developers.facebook.com/docs/whatsapp/pricing/\",\"_key\":\"e441b8b494c9\"},{\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/whatsapp/whatsapp_campaign/create#response-messages\",\"_key\":\"bd958b25c843\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"WhatsApp will be pausing brands’ ability to send marketing messages on their channel to US users (that is, individuals with US phone numbers). Note that this pause is specific to marketing messages; \",\"_key\":\"68f5a792b50a0\"},{\"_type\":\"span\",\"marks\":[\"e441b8b494c9\"],\"text\":\"utility, service, authentication\",\"_key\":\"68f5a792b50a1\"},{\"_type\":\"span\",\"marks\":[],\"text\":\", and \",\"_key\":\"68f5a792b50a2\"},{\"_key\":\"68f5a792b50a3\",\"_type\":\"span\",\"marks\":[\"bd958b25c843\"],\"text\":\"response messages\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" will still be allowed in the US. Message sending, including the sending of marketing messages, to individuals in all other supported countries is still allowed and will not be impacted by this announcement.\",\"_key\":\"68f5a792b50a4\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"Why are they making this update? \",\"_key\":\"68f5a792b50a5\"}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"42ec0554897a\"},{\"style\":\"normal\",\"_key\":\"e958ed997b16\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"In their communications around this change, Meta explained that they were implementing the pause in order to maintain the health of the WhatsApp ecosystem in the US, where WhatsApp is growing fast but still at an earlier stage than in many other parts of the world. In other words, marketing messages stateside today may see lower engagement than in other countries and regions as US consumers continue to adopt and get used to using the WhatsApp platform. Meta has said that they will continue to evaluate when the US market is ready to resume marketing messages.\",\"_key\":\"f6710dd843240\",\"_type\":\"span\"}],\"_type\":\"block\"},{\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"d11ca72d0a42\",\"markDefs\":[],\"children\":[{\"marks\":[\"strong\",\"em\"],\"text\":\"When does the update go into effect?\",\"_key\":\"f6710dd843241\",\"_type\":\"span\"}]},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"07f96fd0f92f\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"The pause goes into effect starting April 1, 2025. Beginning on that date, marketing message delivery to phone numbers with US area codes will be rejected by WhatsApp and will return an error code of 131049. \",\"_key\":\"c99b88a1b43f0\"}]},{\"children\":[{\"marks\":[\"strong\",\"em\"],\"text\":\"How should you adjust your marketing strategy to accommodate for this change? \",\"_key\":\"c99b88a1b43f1\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"85f17bb22be8\",\"markDefs\":[]},{\"_key\":\"77a35c715f3a\",\"markDefs\":[{\"href\":\"https://www.braze.com/product/sms\",\"_key\":\"9587eda059f9\",\"_type\":\"link\"},{\"href\":\"https://www.braze.com/resources/articles/future-of-rcs-vs-sms\",\"_key\":\"58458bc55255\",\"_type\":\"link\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"If you’re currently sending WhatsApp marketing messages to consumers in the US, it is important to develop a game plan for transitioning your campaigns to a different channel. Looking for an effective alternative? Consider sending on other high-engagement, out-of-product channels like \",\"_key\":\"a30339e4a1360\"},{\"text\":\"SMS\",\"_key\":\"a30339e4a1361\",\"_type\":\"span\",\"marks\":[\"9587eda059f9\"]},{\"_key\":\"a30339e4a1362\",\"_type\":\"span\",\"marks\":[],\"text\":\". Or look into a newer, emerging mobile channel like \"},{\"text\":\"RCS\",\"_key\":\"a30339e4a1363\",\"_type\":\"span\",\"marks\":[\"58458bc55255\"]},{\"_type\":\"span\",\"marks\":[],\"text\":\", which boasts similar rich capabilities to WhatsApp, including support for a variety of message types, rich media support, and interactive features like suggested actions. RCS arguably provides the best of both worlds—rich, interactive messaging à la WhatsApp while being delivered through the native, default messaging apps that come pre-installed on a device à la SMS. The benefit? US consumers may be more receptive to marketing messaging on RCS, because it gets delivered on iMessage or Google Messages just like SMS. \",\"_key\":\"a30339e4a1364\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"7527ba94ac79\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Update 3: WhatsApp switches from a per conversation to a per message pricing model \",\"_key\":\"a30339e4a1365\"}]},{\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"What is the update? \",\"_key\":\"a30339e4a1366\"}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"5e97efe92f4b\",\"markDefs\":[]},{\"style\":\"normal\",\"_key\":\"bbdc742021e7\",\"markDefs\":[],\"children\":[{\"_key\":\"63525dcacd310\",\"_type\":\"span\",\"marks\":[],\"text\":\"Meta is reworking how brands that send messages to consumers via WhatsApp are billed for that outreach, switching from a “per conversation” model to a “per message” one. According to Meta, the new per message rate will be the same as the current “per conversation” rates that companies are paying. This update applies to marketing, utility, and authentication templates. (Service conversations are free of charge as of November 1, 2024.)\"}],\"_type\":\"block\"},{\"markDefs\":[],\"children\":[{\"_key\":\"25541bf77e730\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"Why are they making this update? \"}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"f1657409c08a\"},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Meta is shifting to a per message model to help brands simplify ROI calculations; that is, this change will make it easier for brands to do apples-to-apples ROI comparisons with other channels that are priced per message. For example, if you’re a marketer overseeing other mobile channels like SMS, you’ll be able to more easily compare ROI between the two channels to determine which one is more impactful. \",\"_key\":\"de5caad4203f0\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"ff6b963ced14\",\"markDefs\":[]},{\"markDefs\":[],\"children\":[{\"marks\":[\"strong\",\"em\"],\"text\":\"When does the update go into effect? \",\"_key\":\"de5caad4203f1\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"308d04f6f8ec\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"b0cf991d163e\",\"markDefs\":[],\"children\":[{\"text\":\"This pricing update goes into effect starting April 1, 2025.\",\"_key\":\"a06ee1102e310\",\"_type\":\"span\",\"marks\":[]},{\"marks\":[\"strong\"],\"text\":\" \",\"_key\":\"a06ee1102e311\",\"_type\":\"span\"}]},{\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"2a8f7e8b4919\",\"markDefs\":[],\"children\":[{\"text\":\"How can I adjust my marketing strategy to accommodate for this change? \",\"_key\":\"a06ee1102e312\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"]}]},{\"markDefs\":[],\"children\":[{\"_key\":\"2a7262496c040\",\"_type\":\"span\",\"marks\":[],\"text\":\"We recommend the following best practices to help your organization to account for these changes and maximize your WhatsApp marketing budget: \"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"994516ea60cc\"},{\"_key\":\"f6c25634db36\",\"listItem\":\"bullet\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Limit sending of multiple message templates \",\"_key\":\"dd12f3bf3eed0\"},{\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"of the same type \",\"_key\":\"dd12f3bf3eed1\"},{\"_key\":\"dd12f3bf3eed2\",\"_type\":\"span\",\"marks\":[],\"text\":\"(without a user response) in the 24-hour period. This ensures you aren’t being charged more than you previously were under the per conversation model. This is also a best practice to provide quality experiences for your customers and limit message fatigue.\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\"},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Utilize \",\"_key\":\"ea227e84f0f70\"},{\"_key\":\"ea227e84f0f71\",\"_type\":\"span\",\"marks\":[\"8c74e66cd096\"],\"text\":\"response messaging\"},{\"_key\":\"ea227e84f0f72\",\"_type\":\"span\",\"marks\":[],\"text\":\" when responding to end-user messages. Response messaging is free of charge and allows you to respond to end-user messages with a free form message (instead of a template message) that doesn’t need to be approved by Meta.\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"b81fe0d33ff9\",\"listItem\":\"bullet\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://braze.com/docs/user_guide/message_building_by_channel/whatsapp/whatsapp_campaign/create#response-messages\",\"_key\":\"8c74e66cd096\"}]},{\"children\":[{\"text\":\"Take advantage of the new clarity this shift supports and build out an ongoing testing motion in order to continuously assess the impact of your WhatsApp sends compared to SMS or other channels that might be significant to your brand; that way, you can maximize ROI in connection with sends as your audience’s engagement patterns grow and change over time.\",\"_key\":\"75fa8cce59410\",\"_type\":\"span\",\"marks\":[]}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"5d512e862ce5\",\"listItem\":\"bullet\",\"markDefs\":[]},{\"_key\":\"3d402c692c13\",\"markDefs\":[],\"children\":[{\"text\":\"Final thoughts\",\"_key\":\"244d04350e950\",\"_type\":\"span\",\"marks\":[\"strong\"]}],\"_type\":\"block\",\"style\":\"h2\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"4089937b81d5\",\"markDefs\":[],\"children\":[{\"_key\":\"244d04350e951\",\"_type\":\"span\",\"marks\":[],\"text\":\"WhatsApp is a core channel for the more than two billion users who engage with it every month, but it’s also increasingly an essential tool for businesses around the globe as they seek to engage, monetize, and retain their customers. By staying informed about Meta’s ongoing updates to WhatsApp as they happen and making a point of following best practices, marketers can make necessary adjustments and ensure that they’re seeing the full value of this powerful channel.\"}]},{\"style\":\"normal\",\"_key\":\"ec3aea70945b\",\"markDefs\":[{\"href\":\"https://www.braze.com/resources/reports-and-guides/whatsapp-inspiration-guide\",\"_key\":\"2395eb2b6a3c\",\"_type\":\"link\"}],\"children\":[{\"_key\":\"e3f1977e5e790\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Interested in learning more about what’s possible with WhatsApp? Check out our \"},{\"marks\":[\"2395eb2b6a3c\",\"em\"],\"text\":\"WhatsApp Inspiration Guide\",\"_key\":\"e3f1977e5e791\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\" for more than a dozen different campaigns that can be powered by this flexible, versatile channel.\",\"_key\":\"e3f1977e5e792\"}],\"_type\":\"block\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/aaa003ec64ebd1519521cd4eb3672d3598a3625a-1200x628.png\",\"publicationDates\":{\"publishedAt\":\"2025-02-12T14:00:00.000Z\"},\"author\":[{\"lastName\":\"Haggerty\",\"headshot\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/917432328de7216909471c04f0a4f65a65e21c36-512x512.jpg\",\"_id\":\"imported-craft-author-956127\",\"firstName\":\"Lexie\"}]},{\"slug\":\"braze-for-impact-winners-2024\",\"categories\":{\"topics\":[{\"_id\":\"imported-craft-63283\",\"name\":[{\"value\":\"Culture at Braze\",\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"en-us\"},{\"_key\":\"ja\",\"value\":\"Brazeのカルチャー\",\"_type\":\"internationalizedArrayStringValue\"},{\"_key\":\"ko\",\"value\":\"Culture at Braze\",\"_type\":\"internationalizedArrayStringValue\"}],\"slug\":{\"current\":\"culture-at-braze\"}}]},\"hideFromListing\":false,\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/e3621e3ffa5a8c35755ddb4e028d08f935624e44-3750x1963.png\",\"author\":[{\"firstName\":\"Braze Social Impact\",\"lastName\":\"Team\",\"headshot\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/996fade8959b68154f6f6557bc3b643f2a9e241d-641x641.png\",\"_id\":\"imported-craft-author-428981\"}],\"publicationDates\":{\"publishedAt\":\"2025-02-06T13:00:00.000Z\"},\"title\":\"Celebrating Our 2024 “Braze for Impact” Winners and Their Community Contributions\",\"_id\":\"2754601d-5e5b-4f74-80a4-df13221b1552\",\"body\":[{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"5022cb5fdc31\",\"markDefs\":[],\"children\":[{\"text\":\"There’s no time like the present to recognize the ongoing efforts of companies and employees in driving meaningful social impact. That’s why we launched the Braze for Impact Awards—a new recognition program celebrating Braze employees and teams who have gone above and beyond to make a difference in 2024. We proudly announced our inaugural winners at Braze Kickoff in February 2025, honoring their dedication to creating positive change in their communities.\",\"_key\":\"1a9182b9c0030\",\"_type\":\"span\",\"marks\":[]}]},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"48d114465a00\",\"markDefs\":[],\"children\":[{\"_key\":\"149fd62b4a940\",\"_type\":\"span\",\"marks\":[],\"text\":\"Since its inception in December 2021, the Braze Social Impact team has worked to foster a strong culture of giving and community engagement. Through initiatives like Braze Cares, our employee volunteerism and giving program, Tech for an Equitable Future product grants, Employee Resource Groups (ERGs), Donation Dollars for Doers, and more, we’re empowering employees worldwide to support causes they care about. The Braze for Impact Awards build on this commitment, spotlighting the individuals and teams making a tangible difference.\"}]},{\"children\":[{\"text\":\"All full-time employees were invited to submit nominations, highlighting the inspiring efforts of their peers—or themselves—across the four award categories below. As a testament to Braze’s commitments to giving back, each award winner or winning group received the opportunity to direct a $10,000 USD grant from the Braze for Impact Fund at Tides Foundation to a nonprofit of their choice. We’re inspired by the winners’ dedication and creativity and are committed to continuing to push the boundaries of what's possible in social impact. Join us in celebrating their contributions and learn more about each winner’s selected grantee below.\",\"_key\":\"16976bcaa4f20\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"532d6e6cbbaa\",\"markDefs\":[]},{\"alt\":\"a poster that says $ 40,000 donated on behalf of the award winners\",\"_key\":\"d69ebe796b13\",\"asset\":{\"_ref\":\"image-7725ea4038a9f382753b4c23ddf7fe06a4d63d18-3750x1875-png\",\"_type\":\"reference\"},\"_type\":\"richImage\"},{\"_key\":\"52e0e295b1ea\",\"markDefs\":[],\"children\":[{\"_key\":\"b5eced8e02e30\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. ERG Inspiration Award: SOMOS\"}],\"_type\":\"block\",\"style\":\"h2\"},{\"_key\":\"1e6cc98219b3\",\"markDefs\":[],\"children\":[{\"_key\":\"a8b9ae906e040\",\"_type\":\"span\",\"marks\":[],\"text\":\"SOMOS is one of 10 employee resource groups (ERGs) at Braze, working to celebrate and amplify Latin American and Hispanic culture. Some of the group’s achievements include initiatives like hosting a Duolingo challenge, providing financial wellness education, a “Cook with SOMOS” event, Hispanic Heritage Month celebrations, hosting a first-generation/Person of Color immigration panel, and collaborating with several other ERGs.\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"children\":[{\"marks\":[],\"text\":\"“We’re proud to have inspired other ERGs and look forward to even more collaboration and opportunities to explore intersectionality in the future. Inclusion is at the heart of what we do at SOMOS, and we’re proud to foster representation, opportunity, and belonging for all,” said Niki Flores, Customer Success Manager I, Scale at Braze, who serves as the Global Networking and Partnerships Lead for SOMOS.\",\"_key\":\"d553e7fba3380\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"c54e8f5d10cd\",\"markDefs\":[]},{\"children\":[{\"text\":\"Melody Gonzalez, Senior Customer Operations Specialist at Braze, and the group’s Global Programming Lead added, “We're so honored to receive this award on behalf of our ERG. With our core pillars being Inclusion, Culture, and Community, receiving this recognition and award means so much to us!”\",\"_key\":\"4190942c95190\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"b810c798751f\",\"markDefs\":[]},{\"style\":\"h3\",\"_key\":\"4eb0d23a2d07\",\"markDefs\":[],\"children\":[{\"text\":\"Nonprofit grantee: Latinas in Tech\",\"_key\":\"0ebd804402020\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"]}],\"_type\":\"block\"},{\"_key\":\"e49e0c6fee7a\",\"markDefs\":[{\"_key\":\"59e5b9cddfc7\",\"_type\":\"link\",\"href\":\"https://latinasintech.org/\"},{\"_type\":\"link\",\"href\":\"https://latinasintech.org/programs\",\"_key\":\"69aa1f408c2b\"}],\"children\":[{\"_type\":\"span\",\"marks\":[\"59e5b9cddfc7\",\"em\"],\"text\":\"Latinas in Tech\",\"_key\":\"476934b9f6670\"},{\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\" is a nonprofit founded in 2014 that aims to connect, support, and empower Latina women working in the tech industry. The organization works hand-in-hand with top technology companies to create safe spaces for learning, mentorship, and recruitment. Members do more than just break glass ceilings; they build bridges, connect cultures, and amplify the impact of technology to create a more interconnected and inclusive world. SOMOS’ $10,000 grant, funded by the Braze for Social Impact Fund at Tides Foundation, will aid \",\"_key\":\"476934b9f6671\"},{\"_type\":\"span\",\"marks\":[\"69aa1f408c2b\",\"em\"],\"text\":\"programming\",\"_key\":\"476934b9f6672\"},{\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\" that includes their AI Academy, Professional Development, and Mentorship Program.\",\"_key\":\"476934b9f6673\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"markDefs\":[],\"children\":[{\"_key\":\"933fa62e53d20\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Social Impact Advocate(s) of the Year: Reshma Sanghvi Dilip Kumar, \u0026 Zak Rittenhouse\"}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"a3a2a02ed3b8\"},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Reshma Sanghvi Dilip Kumar, Customer and Partner Trainer at Braze, and Zak Rittenhouse, Talent Development Operations Manager at Braze, were both awarded Social Impact Advocate of the year for their personal commitments toward social impact. Reshma started as the first Braze Cares Advocate in the Singapore office two years ago, organizing quarterly volunteer events with \",\"_key\":\"e2f0b27569000\"},{\"marks\":[\"19122c9595be\"],\"text\":\"Waterways Watch Society\",\"_key\":\"e2f0b27569001\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" and \",\"_key\":\"e2f0b27569002\"},{\"text\":\"TOUCH Community Services\",\"_key\":\"e2f0b27569003\",\"_type\":\"span\",\"marks\":[\"999241274ba8\"]},{\"marks\":[],\"text\":\", and onboarding new advocates to expand volunteerism in both the Singapore and Jakarta offices. “It’s been incredible to see these efforts foster community,” she said. “Outside of Braze Cares, I’m passionate about diverse ERG programming in APAC and have enjoyed serving as a local lead for HealthyMinds as well as Brown@Braze \u0026 Asians@Braze.” These ERGs host fun regional events like Sip \u0026 Paints, stress awareness workshops, and pickleball — all to the end of building community within Braze.\",\"_key\":\"e2f0b27569004\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"49326c0dcaf4\",\"markDefs\":[{\"href\":\"https://www.wws.org.sg/\",\"_key\":\"19122c9595be\",\"_type\":\"link\"},{\"_key\":\"999241274ba8\",\"_type\":\"link\",\"href\":\"https://touch-uat.org.sg/\"}]},{\"style\":\"h3\",\"_key\":\"9d382c8a4516\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"Nonprofit grantee: Krsnas Free Meals\",\"_key\":\"6715bd9d1cff0\"}],\"_type\":\"block\"},{\"style\":\"normal\",\"_key\":\"9f04204d2ea7\",\"markDefs\":[{\"_key\":\"e6e18091f312\",\"_type\":\"link\",\"href\":\"https://www.krsnasfreemeals.org/\"}],\"children\":[{\"marks\":[\"em\"],\"text\":\"Reshma’s $5,000 grant was directed to \",\"_key\":\"ac89e4904dfd0\",\"_type\":\"span\"},{\"text\":\"Krsna’s Free Meals\",\"_key\":\"ac89e4904dfd1\",\"_type\":\"span\",\"marks\":[\"e6e18091f312\",\"em\"]},{\"marks\":[\"em\"],\"text\":\", an organization helping to feed migrant workers in Singapore. Previously known as Krishna’s Kitchen, Krsnas Free Meals is a soup kitchen providing free breakfasts and lunches daily. Volunteers prep vegetables, clean the kitchen, and serve meals — more than 400,000 of which have been delivered to date.\",\"_key\":\"ac89e4904dfd2\",\"_type\":\"span\"}],\"_type\":\"block\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"7cecc69da694\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"\",\"_key\":\"99b30d5e5728\",\"_type\":\"span\"}]},{\"style\":\"normal\",\"_key\":\"c2cbedd3379a\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/hrc-equality-100-award-2025-corporate-equality-index\",\"_key\":\"1311d88828c7\"}],\"children\":[{\"text\":\"Zak was part of the HRC CEI submission, \",\"_key\":\"6dce41b384e70\",\"_type\":\"span\",\"marks\":[]},{\"_type\":\"span\",\"marks\":[\"1311d88828c7\"],\"text\":\"earning Braze a perfect score of 100\",\"_key\":\"6dce41b384e71\"},{\"text\":\", two years running. “That’s not just a score; it’s a statement that says safety, belonging, and inclusion are more than words here,” he said. Zak also helps organize volunteer events in the Braze Minneapolis hub and supports the HealthyMinds and Pride@Braze ERGs. “It’s been incredibly rewarding to see how these efforts help us \",\"_key\":\"6dce41b384e72\",\"_type\":\"span\",\"marks\":[]},{\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"live our values \",\"_key\":\"6dce41b384e73\"},{\"_type\":\"span\",\"marks\":[],\"text\":\"— and make work \",\"_key\":\"6dce41b384e74\"},{\"text\":\"work\",\"_key\":\"6dce41b384e75\",\"_type\":\"span\",\"marks\":[\"em\"]},{\"_type\":\"span\",\"marks\":[],\"text\":\" for everyone.”\",\"_key\":\"6dce41b384e76\"}],\"_type\":\"block\"},{\"style\":\"h3\",\"_key\":\"4eb914d03416\",\"markDefs\":[],\"children\":[{\"marks\":[\"strong\",\"em\"],\"text\":\"Nonprofit grantee: To Write Love On Her Arms\",\"_key\":\"e95c36b22d9a0\",\"_type\":\"span\"}],\"_type\":\"block\"},{\"children\":[{\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Zak’s $5,000 grant was directed to \",\"_key\":\"c709906d61860\"},{\"marks\":[\"86381e81ce7e\",\"em\"],\"text\":\"To Write Love On Her Arms!\",\"_key\":\"c709906d61861\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\" This organization is dedicated to bringing hope, help, and support to individuals facing mental health challenges, depression, addiction, and contemplating self-injury. The organization exists to encourage, inform, inspire, and invest directly into prevention, treatment, and recovery.\",\"_key\":\"c709906d61862\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"e711a0aa7964\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://twloha.com/\",\"_key\":\"86381e81ce7e\"}]},{\"style\":\"h2\",\"_key\":\"7588065852aa\",\"markDefs\":[],\"children\":[{\"_key\":\"a7a0030587fb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Social Impact Changemakers of the Year: the Braze San Francisco Office\"}],\"_type\":\"block\"},{\"_key\":\"c893dbdf8a8a\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.peninsulacollegefund.org/\",\"_key\":\"009a5d731b0a\"}],\"children\":[{\"text\":\"The Braze San Francisco office has partnered with the \",\"_key\":\"f501b5fd336c0\",\"_type\":\"span\",\"marks\":[]},{\"text\":\"Peninsula College Fund\",\"_key\":\"f501b5fd336c1\",\"_type\":\"span\",\"marks\":[\"009a5d731b0a\"]},{\"_type\":\"span\",\"marks\":[],\"text\":\" (PCF) over the past two years to support first-generation college students on their career journeys. As part of this ongoing partnership, the office launched the “Day in the Life” events in 2024, providing mentorship and hands-on learning experiences to help students navigate career opportunities in tech. The award was presented to Kevin Chaney, Account Executive, Emerging Enterprise,Melanie Scanell, Account Executive, Emerging Enterprise, and Audra Wingard, Senior UX Researcher– the office’s Braze Cares Advocates– on behalf of the office. “Thanks to the dedication of our San Francisco volunteer team, we’ve been able to make a real impact in our local community. We’re really proud of the way our office has rallied together to give back,” Melanie said. The office plans to continue work with both PCF and the grantee of their choice.\",\"_key\":\"f501b5fd336c2\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"_key\":\"a5bd465e6e4d\",\"markDefs\":[],\"children\":[{\"text\":\"Nonprofit grantee: St. Anthony’s Foundation\",\"_key\":\"84d5ee7e41540\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"]}],\"_type\":\"block\",\"style\":\"h3\"},{\"children\":[{\"marks\":[\"02c086432636\",\"em\"],\"text\":\"St. Anthony’s Foundation\",\"_key\":\"351e746d3f530\",\"_type\":\"span\"},{\"text\":\" received a $10,000 grant from the San Francisco office. Founded in 1950, St. Anthony’s is the most comprehensive safety net service center in the city. Each day, the organization provides essential services, health care, and gateways to stability for the families and individuals who most need them, with the goal to help create a future where all people flourish.\",\"_key\":\"351e746d3f531\",\"_type\":\"span\",\"marks\":[\"em\"]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"ce7b7bb38c1f\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.stanthonysf.org/\",\"_key\":\"02c086432636\"}]},{\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"c9cdfcd1c79d\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"4. Social Impact Innovation Award: Caitlyn Grundy\",\"_key\":\"d88b7fe624b30\",\"_type\":\"span\"}]},{\"_key\":\"e6c54447190b\",\"markDefs\":[{\"_key\":\"977bf5e4d896\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/t4ef-inspiration-guide\"}],\"children\":[{\"text\":\"Caitlyn Grundy, Senior Customer Success Manager, Enterprise at Braze, co-created the \",\"_key\":\"42615c20330b0\",\"_type\":\"span\",\"marks\":[]},{\"_type\":\"span\",\"marks\":[\"977bf5e4d896\"],\"text\":\"Tech for an Equitable Future Inspiration Guide\",\"_key\":\"42615c20330b1\"},{\"text\":\" with Zach Dorner, Senior Solutions Consultant at Braze. This resource illustrates how potential like-minded customers can leverage Braze to grow their business through the lens of existing customers and other aspirational brands, inspiring them to apply to the program. 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The goal is to select children who face multiple systemic obstacles and amplify their voices as they write their own stories of hope and resilience by pairing them with long-term mentors, sometimes for 12+ years.\",\"_key\":\"2ba792a52d052\",\"_type\":\"span\",\"marks\":[\"em\"]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"064ad205ab58\"},{\"style\":\"h2\",\"_key\":\"6358b172cab5\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"You’re invited to opt in\",\"_key\":\"909b90b8818c0\"}],\"_type\":\"block\"},{\"children\":[{\"marks\":[],\"text\":\"This year’s “Braze for Impact Awards” shines a light on the dedicated efforts that our teams bring to their communities and the outcomes they can influence. In turn, we invite you to explore the nonprofits we support and consider how you might contribute to those around you. We recognize the power of community support and so, if you’re looking to make a tangible impact through your work life, please also \",\"_key\":\"df8d3afa6a560\",\"_type\":\"span\"},{\"marks\":[\"60a34a6b7c8f\"],\"text\":\"consider applying to Braze\",\"_key\":\"df8d3afa6a561\",\"_type\":\"span\"},{\"_key\":\"df8d3afa6a562\",\"_type\":\"span\",\"marks\":[],\"text\":\" to further extend our community.\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"549cc4eac953\",\"markDefs\":[{\"href\":\"https://www.braze.com/company/careers\",\"_key\":\"60a34a6b7c8f\",\"_type\":\"link\"}]},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"\\n\",\"_key\":\"4504b65e20b50\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"420e2adba732\",\"markDefs\":[]}]},{\"hideFromListing\":false,\"slug\":\"what-is-click-to-cancel-rule-and-why-does-it-matter\",\"categories\":{\"topics\":[{\"slug\":{\"current\":\"customer-engagement\"},\"_id\":\"imported-craft-486\",\"name\":[{\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"en-us\",\"value\":\"Customer Engagement\"},{\"value\":\"カスタマーエンゲージメント\",\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ja\"},{\"value\":\"고객 참여\",\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ko\"}]}]},\"body\":[{\"style\":\"normal\",\"_key\":\"669092017fc5\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.ftc.gov/news-events/news/press-releases/2024/10/federal-trade-commission-announces-final-click-cancel-rule-making-it-easier-consumers-end-recurring\",\"_key\":\"fd051963b9e3\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Following more than 16,000 comments from consumers and federal and state government agencies, consumer groups, and trade associations, the \",\"_key\":\"69e82035696a0\"},{\"text\":\"US Federal Trade Commission (FTC) announced \",\"_key\":\"69e82035696a1\",\"_type\":\"span\",\"marks\":[\"fd051963b9e3\"]},{\"text\":\"a new “Click-To-Cancel” rule to make it easier for consumers to cancel subscriptions and memberships. Expected to take effect in April 2025, the new rule affects companies that offer automatically renewing subscriptions, free trials that convert to paid subscriptions, and recurring product shipments.\",\"_key\":\"69e82035696a2\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"ff8a6b751e4e\",\"markDefs\":[],\"children\":[{\"_key\":\"f8e9b4cdc98a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"To help brands understand the new rule and how it might impact their business, we’ve put together a short guide. Let’s dive in.\"}]},{\"style\":\"h2\",\"_key\":\"2a516d795f5d\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"What is the Click-To-Cancel rule?\",\"_key\":\"c82a16fb33a00\",\"_type\":\"span\"}],\"_type\":\"block\"},{\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"The “Click-To-Cancel” rule is a regulation announced by the FTC in October 2024 that requires brands to make it as easy to cancel subscriptions as it was to sign up. It is in recognition of the growing ease with which consumers can sign up for services online, but the difficulty they may face when canceling.\",\"_key\":\"41d38f2e70f00\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"84efd2f43468\"},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Specifically, the rule applies to “negative option programs”—typically memberships and subscriptions—that take customers’ lack of action as tacit consent to renew their payment plan for another year.\",\"_key\":\"19270f197e730\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"90d72114ca0a\",\"markDefs\":[]},{\"style\":\"normal\",\"_key\":\"93849587de96\",\"markDefs\":[],\"children\":[{\"text\":\"It’s always been a grey area, given that customer inaction may simply be because they don’t realize they’re still being charged. The “Click-To-Cancel” rule now puts the onus on the brand to clearly and conspicuously disclose their negative option program and make it simple for them to cancel.\",\"_key\":\"64867dda08d20\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\"},{\"_key\":\"985e9d63d7aa\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"The rule does not require that brands obtain consent to continue subscriptions or memberships each year—but they must disclose the nature of the program and the frequency of its charges in advance of receiving the customer’s billing information, and obtain “express informed consent” to enroll the customer in a recurring payment program.\",\"_key\":\"11981efddb780\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"e46af46bc2ea\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"6 key tenets of the Click-To-Cancel rule you need to know\",\"_key\":\"b935f30df8ff0\"}]},{\"markDefs\":[],\"children\":[{\"_key\":\"2915cc38d0410\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Method:\"},{\"_key\":\"2915cc38d0411\",\"_type\":\"span\",\"marks\":[],\"text\":\" Consumers must be able to cancel the same way they signed up (e.g. if someone signs up online, you can’t require them to call your company in order to cancel).\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"b8a937103604\",\"listItem\":\"number\"},{\"_key\":\"8b24a808e404\",\"listItem\":\"number\",\"markDefs\":[],\"children\":[{\"_key\":\"f60b6a78a0020\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Ease:\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" Canceling must be as easy as signing up.\",\"_key\":\"f60b6a78a0021\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\"},{\"_key\":\"1d805ec09157\",\"listItem\":\"number\",\"markDefs\":[],\"children\":[{\"text\":\"Promptness: \",\"_key\":\"ce0f7920fba80\",\"_type\":\"span\",\"marks\":[\"strong\"]},{\"_type\":\"span\",\"marks\":[],\"text\":\"Brands must process cancellations promptly and halt charges.\",\"_key\":\"ce0f7920fba81\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\"},{\"children\":[{\"_key\":\"d3b79a9d5ec00\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Visibility:\"},{\"text\":\" Brands must prominently display cancellation buttons or links.\",\"_key\":\"d3b79a9d5ec01\",\"_type\":\"span\",\"marks\":[]}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"c857bf4b725c\",\"listItem\":\"number\",\"markDefs\":[]},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"6f3089985e8a\",\"listItem\":\"number\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Disclosure:\",\"_key\":\"a8cc7d0a854f0\"},{\"marks\":[],\"text\":\" Brands must disclose all material terms upfront, including the amount and frequency of recurring charges, the date by which a consumer must cancel to prevent recurring charges, and how to cancel.\",\"_key\":\"a8cc7d0a854f1\",\"_type\":\"span\"}],\"level\":1},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"a9c526d1d2af\",\"listItem\":\"number\",\"markDefs\":[],\"children\":[{\"_key\":\"6194ef3963190\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Consent:\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" Brands must obtain “express informed consent” from consumers for any negative option program and keep a record of that consent for three years\",\"_key\":\"6194ef3963191\"}],\"level\":1},{\"children\":[{\"marks\":[\"strong\"],\"text\":\"For more information, visit the \",\"_key\":\"90d7571721870\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[\"b0c68bacc8bd\",\"strong\"],\"text\":\"FTC Click-To-Cancel announcement\",\"_key\":\"90d7571721871\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"a7f247f2fe11\",\"markDefs\":[{\"href\":\"https://www.ftc.gov/news-events/news/press-releases/2024/10/federal-trade-commission-announces-final-click-cancel-rule-making-it-easier-consumers-end-recurring\",\"_key\":\"b0c68bacc8bd\",\"_type\":\"link\"}]},{\"_key\":\"a0b6206dbc8b\",\"markDefs\":[],\"children\":[{\"_key\":\"e622048c2f280\",\"_type\":\"span\",\"marks\":[],\"text\":\"Is my business subject to the Click-To-Cancel rule?\"}],\"_type\":\"block\",\"style\":\"h2\"},{\"_key\":\"878f8643a263\",\"markDefs\":[],\"children\":[{\"text\":\"The Click-To-Cancel rule applies to businesses under the FTC’s jurisdiction offering negative option programs, which include services that automatically renew, convert free trials into paid subscriptions, or otherwise use a customer’s inaction as an agreement to continue payments. It will impact a large number of sectors, including fitness, retail, publishing, subscription, software and streaming services, and more.\",\"_key\":\"63a64457e0160\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\"},{\"markDefs\":[],\"children\":[{\"text\":\"If your business bills US customers on a recurring basis and relies on implicit consent to do so, you may be subject to Click-To-Cancel. You should seek legal advice if you need support to understand whether you are subject to the Click-to-Cancel rule or not.\",\"_key\":\"2cc25627e99c0\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"9d5e91a0d3ac\"},{\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"5a4103c0c274\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Likely impact of Click-To-Cancel rule on businesses\",\"_key\":\"1a68d051e3700\"}]},{\"_key\":\"ea3757d4c5ed\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"If you are subject to the Click-To-Cancel rule, you will likely need to change elements of your sign-up and retention process in order to comply with it, and are likely to experience some short-term impact as a result of the change.\",\"_key\":\"6234433e47750\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/complete-guide-to-retention-marketing\",\"_key\":\"a45e2590adfa\"}],\"children\":[{\"marks\":[],\"text\":\"While it would be nice if all of your subscribers are willing and active recipients of your product or service, some may be there in error because they forgot they’d signed up or couldn’t work out how to cancel. As a result, the new rule may increase opt-out rates, reduce your customer base, and affect recurring revenue. However, there are ways for businesses to bolster their \",\"_key\":\"622ded26caa30\",\"_type\":\"span\"},{\"_key\":\"622ded26caa31\",\"_type\":\"span\",\"marks\":[\"a45e2590adfa\"],\"text\":\"customer retention\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" at this time.\",\"_key\":\"622ded26caa32\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"a8ac935f0a1c\"},{\"style\":\"normal\",\"_key\":\"e0be13589ad2\",\"markDefs\":[{\"_key\":\"f42dd0f6c5c8\",\"_type\":\"link\",\"href\":\"http://ak-the-love-language-of-loyalty\"}],\"children\":[{\"marks\":[],\"text\":\"Looking on the brighter side, the ruling is also an opportunity to rebuild your subscriber list with loyal customers and brand advocates who really want to be there. Plus, simplifying cancellations and complying with relevant legislation can improve customer trust. This can boost your brand, attract new customers, \",\"_key\":\"c7be51acac1d0\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[\"f42dd0f6c5c8\"],\"text\":\"improve customer loyalty\",\"_key\":\"c7be51acac1d1\"},{\"_key\":\"c7be51acac1d2\",\"_type\":\"span\",\"marks\":[],\"text\":\", and increase lifetime value, all which helps mitigate risk associated with increased cancellations.\"}],\"_type\":\"block\"},{\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"While set-it-and-forget-it tactics might work short-term, they’re not a solid foundation for strong customer relationships. People-first regulation encourages brands to be better partners to their customers and to deliver—and derive—more value from those relationships.\",\"_key\":\"bbaa864495820\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"8b08318928b7\"},{\"style\":\"h2\",\"_key\":\"f2c5ab87ff22\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"It’s time to make your offer irresistible\",\"_key\":\"86153b1956cc0\",\"_type\":\"span\"}],\"_type\":\"block\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"8e12413759cc\",\"markDefs\":[],\"children\":[{\"_key\":\"91ff4a1842c90\",\"_type\":\"span\",\"marks\":[],\"text\":\"As Click-To-Cancel takes effect, brands will need to focus much more on the customer experience to support retention.\"}]},{\"style\":\"normal\",\"_key\":\"9007e5f733f3\",\"listItem\":\"bullet\",\"markDefs\":[],\"children\":[{\"text\":\"What value are you offering and how are customers benefiting?\",\"_key\":\"d5e68f0eb5a30\",\"_type\":\"span\",\"marks\":[]}],\"level\":1,\"_type\":\"block\"},{\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"434c3c3f7da7\",\"listItem\":\"bullet\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Are you clearly communicating that value in ways that build loyalty?\",\"_key\":\"093421f52dbb0\",\"_type\":\"span\"}]},{\"children\":[{\"text\":\"What are you doing to recognize and reward long-term commitment?\",\"_key\":\"3a6a0385bd090\",\"_type\":\"span\",\"marks\":[]}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"68eb79b26639\",\"listItem\":\"bullet\",\"markDefs\":[]},{\"style\":\"normal\",\"_key\":\"73cb6128bb8b\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Businesses must develop creative, compelling strategies to showcase their value, guide customers through meaningful actions, and foster lasting positive interactions. The goal isn’t to retain customers through stealth or friction; it’s to inspire an enthusiastic, intentional re-subscription from happy customers.\",\"_key\":\"921e908802f80\"}],\"_type\":\"block\"},{\"children\":[{\"_key\":\"7aa331e0b1590\",\"_type\":\"span\",\"marks\":[],\"text\":\"4 retention tactics for subscription and membership offers\"}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"8ccbd9f00d41\",\"markDefs\":[]},{\"markDefs\":[],\"children\":[{\"_key\":\"03608ac3fc270\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Make processes transparent and friction-free\"}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"45b47e16971d\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"20472494fd9f\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/the-cross-channel-marketing-difference-report\",\"_key\":\"a63a17d10ac6\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Review your subscription and cancellation processes to remove friction within the journey. Actively communicate with customers at renewal time using a \",\"_key\":\"74b75346d3fc0\"},{\"_type\":\"span\",\"marks\":[\"a63a17d10ac6\"],\"text\":\"cross-channel approach\",\"_key\":\"74b75346d3fc1\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" that pairs in-app/on-site and outbound messages around how to unsubscribe, but include a reminder of the value customers receive in connection with their subscriptions. For example, a meal-kit brand could remind time-poor customers of the time the service has saved them, or the amount of food waste that was avoided for those who care about sustainability.\",\"_key\":\"74b75346d3fc2\"}]},{\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"c30b9e24dbbb\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"2. Help users make the most of membership\",\"_key\":\"604e173b71320\"}]},{\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Sometimes customers leave because they’re just not getting the value they expected. You can prevent people from lapsing by helping them activate their membership and become habitual service users.\",\"_key\":\"81af51fe74a10\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"1aef20c2f669\"},{\"style\":\"normal\",\"_key\":\"16c974f4af39\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://learning.braze.com/ai-item-recommendations-use-case\",\"_key\":\"26d164a36f4c\"}],\"children\":[{\"text\":\"For example, you could leverage an in-app demo to help users complete their top tasks, or offer personalized recommendations (especially those \",\"_key\":\"b3d3fd9c44260\",\"_type\":\"span\",\"marks\":[]},{\"_key\":\"b3d3fd9c44261\",\"_type\":\"span\",\"marks\":[\"26d164a36f4c\"],\"text\":\"powered by AI\"},{\"text\":\") that get people to your core value, fast. Use gamification to encourage people to build the habit of using your service, encouraging engagement streaks and loyalty program enrollment.\",\"_key\":\"b3d3fd9c44262\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\"},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"3. Predict and proactively prevent churn\",\"_key\":\"6e5c2ad8ebcd0\"}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"b802b168ca24\"},{\"_key\":\"543788d1f329\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Keep an eye on customer sentiment throughout the lifecycle. Simple actions like collecting feedback through surveys can help you spot early signs of dissatisfaction and take corrective action.\",\"_key\":\"647206ed78470\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Predictive analytics tools can spot trends that predict the \",\"_key\":\"4f534c9306780\"},{\"_key\":\"4f534c9306781\",\"_type\":\"span\",\"marks\":[\"c7b231a8d957\"],\"text\":\"likelihood of churn\"},{\"marks\":[],\"text\":\", so you can reach out to at-risk segments with personalized retention offers or re-engagement campaigns, \",\"_key\":\"4f534c9306782\",\"_type\":\"span\"},{\"text\":\"stopping churn before it happens\",\"_key\":\"4f534c9306783\",\"_type\":\"span\",\"marks\":[\"f370a615a39c\"]},{\"text\":\".\",\"_key\":\"4f534c9306784\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"01d67c253e40\",\"markDefs\":[{\"href\":\"https://www.braze.com/docs/user_guide/brazeai/predictive_suite/predictive_churn\",\"_key\":\"c7b231a8d957\",\"_type\":\"link\"},{\"_key\":\"f370a615a39c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/stop-churn-before-it-happens-embracing-a-two-pronged-approach-to-boosting-retention\"}]},{\"style\":\"h3\",\"_key\":\"dfc1015bcb1f\",\"markDefs\":[],\"children\":[{\"_key\":\"b03ca859cf7c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Win back lapsed subscribers\"}],\"_type\":\"block\"},{\"_key\":\"9a593db32110\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/complete-guide-to-retention-marketing\",\"_key\":\"b548039a9154\"}],\"children\":[{\"text\":\"Just because you lose a customer, it doesn’t mean they’re gone forever. Design \",\"_key\":\"7e1061ed31130\",\"_type\":\"span\",\"marks\":[]},{\"text\":\"creative win-back campaigns to re-engage former fans\",\"_key\":\"7e1061ed31131\",\"_type\":\"span\",\"marks\":[\"b548039a9154\"]},{\"_type\":\"span\",\"marks\":[],\"text\":\", such as limited-time offers, loyalty incentives, or exclusive new features to entice them back. Remind them of the value they used to enjoy and are now missing.\",\"_key\":\"7e1061ed31132\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Final Thoughts\",\"_key\":\"015b2c0c150f0\"}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"c77dbcac19bf\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"452e96b2db64\",\"markDefs\":[],\"children\":[{\"text\":\"Businesses shouldn't fear the FTC's Click-To-Cancel rule. It is a great opportunity to double down on best practices in customer engagement, which can support stronger customer loyalty and higher lifetime value.\",\"_key\":\"2c75f94e1fef0\",\"_type\":\"span\",\"marks\":[]}]},{\"markDefs\":[],\"children\":[{\"text\":\"Transparent processes do not only support compliance with Click-To-Cancel—they also build consumer trust. You may find new customers are more inclined to subscribe when they’re confident there are no hidden catches.\",\"_key\":\"b4e75c1131d20\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"683b79c4a53d\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"0e6d4b1f202b\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/behind-kfcs-winning-approach-to-activation-retention-and-monetization\",\"_key\":\"a68501507035\"}],\"children\":[{\"marks\":[],\"text\":\"Looking to see how other brands use best-in-class customer engagement strategies to retain customers and drive growth? \",\"_key\":\"04f19ddadf290\",\"_type\":\"span\"},{\"text\":\"Check out KFC's winning approach to activation, retention, and monetization.\",\"_key\":\"04f19ddadf291\",\"_type\":\"span\",\"marks\":[\"a68501507035\"]}]},{\"style\":\"normal\",\"_key\":\"a42189f029b5\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"\",\"_key\":\"2c018ef6c62e0\",\"_type\":\"span\"}],\"_type\":\"block\"},{\"_key\":\"81ead77e9292\",\"markDefs\":[],\"children\":[{\"text\":\"Forward Looking Statements\",\"_key\":\"0c9654a17ab70\",\"_type\":\"span\",\"marks\":[\"em\"]}],\"_type\":\"block\",\"style\":\"normal\"},{\"markDefs\":[],\"children\":[{\"text\":\"$1f\",\"_key\":\"cbe4248a5a4c0\",\"_type\":\"span\",\"marks\":[\"em\"]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"8519e5eca4ad\"},{\"markDefs\":[],\"children\":[{\"text\":\"\\n\",\"_key\":\"39c2d448b4cd0\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"4b8d3fcb18b9\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/6339e2c2d8d83775388ff0fe6b33aa9643b4398d-3840x2160.png\",\"title\":\"What Is the Click-To-Cancel Rule and Why Does It Matter to Your Brand?\",\"publicationDates\":{\"publishedAt\":\"2025-01-27T15:24:11.543Z\"},\"author\":[{\"firstName\":\"Team\",\"lastName\":\"Braze\",\"headshot\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/a871ef5dc9e894d320555710664c2e67f03dad70-1000x1000.png\",\"_id\":\"af8d090c-47dd-436b-9091-15d4b3315919\"}],\"_id\":\"4dbfe4a7-8226-46ba-9323-a1e35911386c\"},{\"publicationDates\":{\"publishedAt\":\"2025-01-22T14:00:00.000Z\"},\"hideFromListing\":false,\"_id\":\"9ac9d985-f3f1-48ce-802e-76f4a21719ff\",\"title\":\"January 2025 Bonfire Marketer of the Month: foodpanda’s Justin Guan\",\"body\":[{\"markDefs\":[{\"href\":\"https://community.braze.com/?utm_campaign=fy25-q4-global-owned-web-marketer-of-the-month\u0026utm_medium=referral\u0026utm_source=braze\u0026utm_content=blog-bonfire\",\"_key\":\"e97ebf0140c3\",\"_type\":\"link\"}],\"children\":[{\"text\":\"Each month, Braze selects one individual as our Marketer of the Month in order to celebrate the exceptional work being done by members of our \",\"_key\":\"48150fa713980\",\"_type\":\"span\",\"marks\":[\"em\"]},{\"_type\":\"span\",\"marks\":[\"e97ebf0140c3\",\"em\"],\"text\":\"Braze Bonfire community\",\"_key\":\"48150fa713981\"},{\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\". Whether it's providing support for their fellow marketers or going above and beyond by sharing their innovative ideas and strategies, these individuals are making essential contributions to their companies, their users, and the customer engagement space as a whole.\",\"_key\":\"48150fa713982\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"48949d75460b\"},{\"markDefs\":[],\"children\":[{\"_key\":\"fb24bb00bf570\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"This month, we’re recognizing Justin Guan, Senior Manager of CRM MarTech at foodpanda, a subsidiary of Delivery Hero. foodpanda is a leading delivery platform in Asia and selected parts of Europe that is dedicated to bringing consumers a wide range of food, groceries, and more, quickly and conveniently. Let’s dive in.\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"fd0dd1265fe4\"},{\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"93448707653e\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Tell us about your background and the role you’re in now.\",\"_key\":\"ab3430a6b9330\",\"_type\":\"span\"}]},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"If you’d told me a few years ago that I’d end up at the intersection of marketing and tech, let alone championing Braze on a daily basis for a living, I’d have laughed. My background is in chemical engineering, and I spent a good part of my early career days trying to figure out what I was passionate about. Funny enough, that passion was hiding in the mini automated projects that I’d build for fun at home, mostly out of sheer frustration with manual tasks. What began as random passion projects turned out to be the foundation of an entire industry I didn’t even know existed. Let me share two examples.\",\"_key\":\"6890ddb2698a0\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"355d17f4b819\"},{\"_key\":\"a58536d41026\",\"markDefs\":[],\"children\":[{\"_key\":\"f87bafb7d8bc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"During COVID-19, I was working on getting my motorcycle license. Booking practical sessions at the driving school was a nightmare—slots were released randomly and filled up in seconds because of social distancing rules. So, I built a script that checked for slots at regular intervals and sent me a Telegram notification when one opened up that matched my preferences. It was basically a real-time “push notification campaign”… for myself. The result? I got every slot I wanted without the stress.\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"_key\":\"4503d539a57b\",\"markDefs\":[],\"children\":[{\"_key\":\"cb661c6cf8cf0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Another project came from my workout routine. The body composition scanner at my gym was linked to an app, but the app’s clunky design made it impossible to track changes like weight or body fat percentage over time. Kind of the whole point of using it! To overcome this, I wrote a Python script to pull my data after every scan and update it in a Google Sheet with a simple dashboard. Without realizing it, I’d built an API “Connected Content” pipeline to manage and analyze my progress, anytime, anywhere.\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"children\":[{\"marks\":[],\"text\":\"Fast forward to 2022, I joined foodpanda’s regional growth strategy team. I was managing demand and incentive strategies for the Philippines, Pakistan, and Bangladesh, and part of my role involved working with CRM. That’s when I discovered the CRM team was setting up a new MarTech and Automation team… and everything they were doing was exactly what I’d been tinkering with on my own. It was a serendipitous opportunity, and I jumped at the chance.\",\"_key\":\"50577ad8a5bc0\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"8b27d55a6254\",\"markDefs\":[]},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"How do you and your team use Braze on a daily basis?\",\"_key\":\"0e2823b9e9d00\"}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"2d64b390206a\"},{\"_key\":\"d37ce6515fbc\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"At foodpanda, our CRM team operates across three distinct areas of focus:\",\"_key\":\"f753945ac08e0\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"children\":[{\"text\":\"MarTech:\",\"_key\":\"e41a6f8daa9a0\",\"_type\":\"span\",\"marks\":[\"strong\"]},{\"_key\":\"e41a6f8daa9a1\",\"_type\":\"span\",\"marks\":[],\"text\":\" This is my team, and we are responsible for building automation tools and developing innovative engagement strategies, often leveraging untapped channels or crafting highly personalized campaigns.\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"6c6e258d839e\",\"listItem\":\"number\",\"markDefs\":[]},{\"listItem\":\"number\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Lifecycle Growth:\",\"_key\":\"7dde556af9cb0\"},{\"_key\":\"7dde556af9cb1\",\"_type\":\"span\",\"marks\":[],\"text\":\" They focus on user management, strategically guiding how users are treated based on specific triggers and behaviors to cultivate loyalty and high-quality engagement.\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"2164a52e2a69\"},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"CRM Operations:\",\"_key\":\"3d7574bd0bf60\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" This team ensures that all campaigns run seamlessly across our markets, handling the intricate details of daily execution and troubleshooting.\",\"_key\":\"3d7574bd0bf61\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"903aacb2d280\",\"listItem\":\"number\"},{\"_key\":\"9d5f320a74b7\",\"markDefs\":[],\"children\":[{\"_key\":\"aaef879e262d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"So, who uses Braze? Honestly, all of us! Braze is at the core of our CRM operations, and everyone on the team interacts with it regularly. While the depth of usage varies, Braze is integral to the work of all three teams.\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Here’s a very simplified view of how we collaborate: The MarTech team might build a new engagement feature (such as a dynamic in-app message) and define its functionality and use cases. The Lifecycle Growth team then incorporates this feature into existing user flows, ensuring it aligns with our strategic and broader business goals. Finally, the CRM Operations team takes over, ensuring the campaigns using this feature are executed flawlessly and that users receive the intended messages on time.\",\"_key\":\"c5096d3a5ab40\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"6d9e4f517e56\",\"markDefs\":[]},{\"children\":[{\"text\":\"Braze acts as the glue that connects our teams, enabling harmonious teamwork and the delivery of impactful, data-driven campaigns.\\n\",\"_key\":\"e0de3136893e0\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"afd4be211026\",\"markDefs\":[]},{\"_type\":\"richImage\",\"_key\":\"5917a8f7bf59\",\"asset\":{\"_type\":\"reference\",\"_ref\":\"image-13ea793576b0528aca99be45e31053a6dc6d7683-1200x450-png\"}},{\"_key\":\"06a4ab96fdad\",\"markDefs\":[],\"children\":[{\"_key\":\"439280dbc9b10\",\"_type\":\"span\",\"marks\":[],\"text\":\"How do you see Braze as a career accelerant?\"}],\"_type\":\"block\",\"style\":\"h2\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"188b4ce18314\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"I see Braze as a career accelerant in two key ways: Through technical growth and interpersonal development.\",\"_key\":\"63911f3bfd470\"}]},{\"_key\":\"2ba8967c9563\",\"listItem\":\"number\",\"markDefs\":[],\"children\":[{\"_key\":\"deda1684c5320\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Technical Growth:\"},{\"_key\":\"deda1684c5321\",\"_type\":\"span\",\"marks\":[],\"text\":\" Braze is a powerful customer engagement platform that’s rapidly evolving, designed to empower marketers of all skill levels to deploy meaningful campaigns. Its comprehensive suite of features exposes us to a wide range of campaign options, from leveraging native tools to exploring advanced, fully customizable functionalities.What’s truly exciting for me is that new features are regularly introduced, challenging us as marketers to push boundaries. For example, tools like AI content testing, behavior predictions, and the recent integration of LINE as a communication channel create endless opportunities for us to experiment with and innovate. \"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\"},{\"style\":\"normal\",\"_key\":\"1ec521a4b555\",\"listItem\":\"number\",\"markDefs\":[],\"children\":[{\"_key\":\"f6c9c841aaa20\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Interpersonal Development:\"},{\"text\":\"$20\",\"_key\":\"f6c9c841aaa21\",\"_type\":\"span\",\"marks\":[]}],\"level\":1,\"_type\":\"block\"},{\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"f6204ff218a5\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Have you taken any of the Braze certification exams?\",\"_key\":\"618fb430e0420\"}]},{\"_key\":\"6466e4309e1d\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Yes, I took the Level 3 Digital Strategist Certification back in October 2024. I skipped Levels 1 and 2, thinking that my experience derived from creating multiple campaigns and Canvases had prepared me well. But I quickly realized that there was so much more to learn.\",\"_key\":\"3b9eecc6ccb00\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"While studying the course materials, I uncovered areas that rarely come up in my day-to-day work, such as data management, SDK integration, and data allotment. These insights deepened my understanding of the infrastructure behind running Canvases, and highlighted how thoughtful coding practices can optimize data costs and consumption. I also delved into the Braze platform’s analytics features, like retention and revenue reports, which are built into the platform but rarely utilized given how we rely on external dashboards. Yet, these reports are equally insightful and helpful in understanding how our campaigns perform in real time.\",\"_key\":\"46da73f2f3300\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"410f231db4da\"},{\"style\":\"normal\",\"_key\":\"bbcf6e0ebea1\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Fortunately, I passed the examination, and the experience proved to be incredibly worthwhile. It allowed me to solidify my holistic understanding of Braze and, more importantly, to legitimize my expertise with an official certification.\",\"_key\":\"9cf3fb87bb730\",\"_type\":\"span\"}],\"_type\":\"block\"},{\"_key\":\"b8d8166b60bf\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"What is a campaign that you’ve worked on this year that you’re most proud of?\",\"_key\":\"948fb34754a40\"}],\"_type\":\"block\",\"style\":\"h2\"},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"In the last quarter of 2024, we rolled out a revamped prospect lifecycle flow for users with zero lifetime orders across 11 APAC markets. This was a big milestone for our broader Single Customer Journey initiative, which aims to bring all our fragmented lifecycle flows into one unified system. The goal is to enhance communication reach and build an ecosystem that could give local campaign teams the flexibility to test and optimize content instantaneously.\",\"_key\":\"62ebda7f4c770\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"a1a1e0aadd7c\",\"markDefs\":[]},{\"_key\":\"64eac503ee85\",\"asset\":{\"_ref\":\"image-c4eb53bb567703097251c57d0fe77e1ab0103fe6-2400x1256-png\",\"_type\":\"reference\"},\"_type\":\"richImage\",\"alt\":\"a foodpanda advertisement with a panda on it\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"f3ee1f26f427\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"I led the technical strategy, making sure Braze was integrated with our internal tools , and worked on building the infrastructure to support this. The consolidation of the prospect lifecycle flow was our first step, and we're already planning to extend this to other user segments for a fully unified customer journey.\",\"_key\":\"ddb45e6964d30\",\"_type\":\"span\"}]},{\"style\":\"normal\",\"_key\":\"6cab234bd34c\",\"markDefs\":[],\"children\":[{\"_key\":\"a08bcaa6d8c50\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"_type\":\"block\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"591018e04904\",\"markDefs\":[],\"children\":[{\"_key\":\"cdfdabefd0900\",\"_type\":\"span\",\"marks\":[],\"text\":\"The results have been great so far. Since switching to the new prospect lifecycle flow, monthly orders from the segment have increased by 3.7%, even though we reduced incentive spending. This was thanks to better communication visibility and shifting our messaging from being solely incentive-driven to a more balanced approach, including educational content.\"}]},{\"markDefs\":[{\"href\":\"https://community.braze.com/?utm_campaign=fy25-q4-global-owned-web-marketer-of-the-month\u0026utm_medium=referral\u0026utm_source=braze\u0026utm_content=blog-bonfire\",\"_key\":\"a4527a6376e9\",\"_type\":\"link\"}],\"children\":[{\"text\":\"Interested in collaborating to build the future of customer engagement? Join a collective of experts to forge connections, share ideas, and accelerate your career at the \",\"_key\":\"4dc5cc3d01140\",\"_type\":\"span\",\"marks\":[\"em\"]},{\"marks\":[\"a4527a6376e9\",\"em\"],\"text\":\"Braze Bonfire Community\",\"_key\":\"4dc5cc3d01141\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\".\",\"_key\":\"4dc5cc3d01142\"},{\"_type\":\"span\",\"marks\":[],\"text\":\"\\n\",\"_key\":\"a8cd9848267e\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"917804e3e634\"}],\"slug\":\"january-2025-bonfire-marketer-of-the-month\",\"categories\":{\"topics\":[{\"_id\":\"imported-craft-129376\",\"name\":[{\"value\":\"Bonfire\",\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"en-us\"},{\"value\":\"Bonfire\",\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ja\"}],\"slug\":{\"current\":\"bonfire\"}}]},\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/4cdc4f6fce17e1837fb5abbc3a1752d9db9ef76f-1200x800.png\",\"author\":[{\"firstName\":\"Emily\",\"lastName\":\"Calderon\",\"headshot\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/1eb3bd4eaf474c369bf9ce69e71b67b498067050-1514x1302.png\",\"_id\":\"imported-craft-author-481119\"}]},{\"author\":[{\"_id\":\"af8d090c-47dd-436b-9091-15d4b3315919\",\"firstName\":\"Team\",\"lastName\":\"Braze\",\"headshot\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/a871ef5dc9e894d320555710664c2e67f03dad70-1000x1000.png\"}],\"hideFromListing\":false,\"slug\":\"amperity-databricks-braze-ai-powered-holiday-gifting-campaigns\",\"categories\":{\"technologyPartnerTypes\":[{}],\"topics\":[{\"slug\":{\"current\":\"braze-alloys\"},\"_id\":\"imported-craft-64017\",\"name\":[{\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"en-us\",\"value\":\"Braze Alloys\"},{\"_key\":\"ja\",\"value\":\"Braze Alloys\",\"_type\":\"internationalizedArrayStringValue\"},{\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ko\",\"value\":\"Braze Alloys\"}]}]},\"_id\":\"caeaab62-9cd4-4c3b-bd20-ca9fbc99ea38\",\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/9b268d65519ee102257c5d6bc83fe1d657f897df-1920x1080.png\",\"title\":\"1:1 AI-Powered Holiday Gifting Campaigns: How Amperity, Braze, and Databricks Make It Possible\",\"body\":[{\"_key\":\"a2dd2e299a31\",\"markDefs\":[],\"children\":[{\"text\":\"Consumers may well breathe a sigh of relief once the winter holidays have passed, but retail marketers know very well that the next gifting season will be upon us sooner than you’d think. That’s why there’s no time like the present to work toward providing standout customer experiences—especially since the holiday season is often a make-or-break time of year, with the revenue generated then accounting for a significant proportion of retailers’ annual performance.\",\"_key\":\"9a95877ff1390\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\"},{\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.reuters.com/markets/us/us-holiday-retail-sales-come-above-forecast-mastercard-says-2024-12-26/#:~:text=According%20to%20a%20Mastercard%20SpendingPulse,%2C%20while%20rival%20Target%20(TGT.\",\"_key\":\"02866ea3608f\"},{\"_key\":\"56823320f094\",\"_type\":\"link\",\"href\":\"https://nrf.com/media-center/press-releases/2024-holiday-spending-expected-reach-new-record\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Thankfully, 2024 was a good year for holiday shopping. According to Mastercard data, \",\"_key\":\"0b1e6913eb9e0\"},{\"marks\":[\"02866ea3608f\"],\"text\":\"holiday spending increased\",\"_key\":\"0b1e6913eb9e1\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[],\"text\":\": Online sales were up 6.7% over 2023, in line with early \",\"_key\":\"0b1e6913eb9e2\"},{\"_key\":\"0b1e6913eb9e3\",\"_type\":\"span\",\"marks\":[\"56823320f094\"],\"text\":\"predictions\"},{\"marks\":[],\"text\":\" from the National Retail Federation. But consumers have many options when they decide to buy—so retailers need to be thoughtful about how they encourage customers to purchase from their brand.\",\"_key\":\"0b1e6913eb9e4\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"fa7831769585\"},{\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"c7276e147c75\",\"markDefs\":[],\"children\":[{\"marks\":[\"strong\"],\"text\":\"Priceless: The value of personalization over the holidays\",\"_key\":\"d957da626da80\",\"_type\":\"span\"}]},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"70761ae80abb\",\"markDefs\":[{\"href\":\"https://www.forbes.com/sites/walterloeb/2023/12/04/e-mail-a-winner-this-holiday-season/\",\"_key\":\"edef7adc0d1a\",\"_type\":\"link\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"It’s no secret that customers are inundated with marketing offers during the holidays. Email volume typically rises, but so does consumer awareness. \",\"_key\":\"140de2dd7a280\"},{\"_key\":\"140de2dd7a281\",\"_type\":\"span\",\"marks\":[\"edef7adc0d1a\"],\"text\":\"According to Forbes\"},{\"marks\":[],\"text\":\", 69% of consumers pay more attention to email during the holiday season.\",\"_key\":\"140de2dd7a282\",\"_type\":\"span\"}]},{\"_key\":\"0fd52342af67\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Even so, the less consumers have to hunt for what they want, the better. Complete catalogs of toys may be fun for kids to page through, but most parents want to skip the browsing and jump straight to the purchase. Here’s where personalization makes the difference, by delivering the most compelling and relevant product offerings to each individual customer.\",\"_key\":\"766822c369c20\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"markDefs\":[{\"href\":\"https://www.databricks.com/blog/preparing-holiday-season-more-personalized-marketing-content\",\"_key\":\"03ea0b0ff3e2\",\"_type\":\"link\"},{\"_key\":\"c242cfe8bdf0\",\"_type\":\"link\",\"href\":\"https://www.braze.com/partners/technology-partners/databricks\"},{\"_key\":\"59d67a31615b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/partners/data_and_infrastructure_agility/customer_data_platform/amperity/\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Imagine \",\"_key\":\"3396e8bea9e20\"},{\"text\":\"creating 1:1 customized holiday gift-giving guides\",\"_key\":\"3396e8bea9e21\",\"_type\":\"span\",\"marks\":[\"03ea0b0ff3e2\"]},{\"text\":\" that focus on the gift-giving categories a consumer is most interested in, based on their previous search and purchase history. It’s not only possible, but relatively easy to make possible through the powerful combination of \",\"_key\":\"3396e8bea9e22\",\"_type\":\"span\",\"marks\":[]},{\"text\":\"Databricks\",\"_key\":\"3396e8bea9e23\",\"_type\":\"span\",\"marks\":[\"c242cfe8bdf0\"]},{\"text\":\", \",\"_key\":\"3396e8bea9e24\",\"_type\":\"span\",\"marks\":[]},{\"_key\":\"3396e8bea9e25\",\"_type\":\"span\",\"marks\":[\"59d67a31615b\"],\"text\":\"Amperity\"},{\"_type\":\"span\",\"marks\":[],\"text\":\", and Braze.\",\"_key\":\"3396e8bea9e26\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"0dfd2caedb57\"},{\"children\":[{\"_key\":\"b013aa5356e70\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How Amperity, Braze, and Databricks collaborate to support seamless 1:1 personalization\"}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"ad3b2174479d\",\"markDefs\":[]},{\"children\":[{\"text\":\"Generative AI\",\"_key\":\"9e7dc504dbd60\",\"_type\":\"span\",\"marks\":[\"bdc6ce1ab1d4\"]},{\"_type\":\"span\",\"marks\":[],\"text\":\" now enables brands to create resonant gift-giving guides, hyper-tailored to consumer interests and price sensitivity. The process begins by using Databricks to create an AI model that leverages each user’s data, using \",\"_key\":\"9e7dc504dbd61\"},{\"text\":\"Customer360 data\",\"_key\":\"9e7dc504dbd62\",\"_type\":\"span\",\"marks\":[\"61298d537c9a\"]},{\"_key\":\"9e7dc504dbd63\",\"_type\":\"span\",\"marks\":[],\"text\":\" provided by Amperity. In the Databricks \"},{\"_key\":\"9e7dc504dbd64\",\"_type\":\"span\",\"marks\":[\"d29b8814104e\"],\"text\":\"AI Playground\"},{\"_type\":\"span\",\"marks\":[],\"text\":\", your team can produce creative content via simplified prompt engineering.\",\"_key\":\"9e7dc504dbd65\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"c2d266405a1d\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/brazeai/generative_ai/\",\"_key\":\"bdc6ce1ab1d4\"},{\"_type\":\"link\",\"href\":\"https://amperity.com/platform/customer-360\",\"_key\":\"61298d537c9a\"},{\"_key\":\"d29b8814104e\",\"_type\":\"link\",\"href\":\"https://docs.databricks.com/en/large-language-models/ai-playground.html\"}]},{\"_ref\":\"4600c5ae-777a-40a9-981a-4eebc85839a9\",\"_type\":\"videoReference\",\"_key\":\"41f7c6372a2c\"},{\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.databricks.com/blog/preparing-holiday-season-more-personalized-marketing-content\",\"_key\":\"14d73646e1ce\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Teams can use a drop-down to select pre-installed models within the Databricks environment or select multiple models to run side-by-side to compare outputs from a shared prompt. Databricks allows you to enter specific system and user prompts for content and then continue to refine those prompts until you have the results you’re after. (\",\"_key\":\"4469f1bedaba0\"},{\"marks\":[\"14d73646e1ce\"],\"text\":\"Check out this blog post\",\"_key\":\"4469f1bedaba1\",\"_type\":\"span\"},{\"text\":\" for an example of this process in action.)\",\"_key\":\"4469f1bedaba2\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"fef06db24f74\"},{\"markDefs\":[],\"children\":[{\"_key\":\"6673cf0d39e90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once your prompts are defined and refined, you can build an automated workflow to create creative copy at scale—including an AI-generated subject line and email content.\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"660730d6aa27\"},{\"alt\":\"a purple background with a screen that says new adventures\",\"_key\":\"36a12fe2c78a\",\"asset\":{\"_ref\":\"image-b9c39eb588920e912f43d6f401bde933ecdbeae9-1200x600-png\",\"_type\":\"reference\"},\"_type\":\"richImage\"},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"The next step is to leverage the Databricks/Amperity integration to pass those recommendations to Braze. From a more technical perspective, this is how that process works in Braze:\",\"_key\":\"8e53346e08ad0\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"bd4d53d1f4cb\",\"markDefs\":[]},{\"style\":\"normal\",\"_key\":\"49664014a1eb\",\"listItem\":\"bullet\",\"markDefs\":[],\"children\":[{\"_key\":\"e3697d93bb3e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Amperity syncs user profiles to Braze, including attributes for the preferred holiday subcategory and price point.\"}],\"level\":1,\"_type\":\"block\"},{\"style\":\"normal\",\"_key\":\"e4188c27098e\",\"listItem\":\"bullet\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/data_and_analytics/cloud_ingestion/\",\"_key\":\"a8ae2d64986b\"},{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-catalogs\",\"_key\":\"5f3c96685673\"}],\"children\":[{\"_key\":\"bb5d932bfc0f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze \"},{\"_type\":\"span\",\"marks\":[\"a8ae2d64986b\"],\"text\":\"Cloud Data Ingestion\",\"_key\":\"bb5d932bfc0f1\"},{\"marks\":[],\"text\":\" (CDI) is used to pick up the content from the Databricks view and sync the AI-generated campaign copy into a \",\"_key\":\"bb5d932bfc0f2\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[\"5f3c96685673\"],\"text\":\"Braze Catalog\",\"_key\":\"bb5d932bfc0f3\"},{\"text\":\".\",\"_key\":\"bb5d932bfc0f4\",\"_type\":\"span\",\"marks\":[]}],\"level\":1,\"_type\":\"block\"},{\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"2d5266a97e94\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/liquid-personalization-types-101\"}],\"children\":[{\"_key\":\"12ede3322fa30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Within the email campaign in Braze, \"},{\"text\":\"Liquid personalization\",\"_key\":\"12ede3322fa31\",\"_type\":\"span\",\"marks\":[\"2d5266a97e94\"]},{\"_type\":\"span\",\"marks\":[],\"text\":\" references the values within the Braze user profile's \\\"holiday_preferred_subcategory\\\" and \\\"preferred_price_point\\\" attributes, synced by Amperity, to create the relevant catalog row ID and pull in each user’s personalized subject and body copy.\",\"_key\":\"12ede3322fa32\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"755c1d9255d4\"},{\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/personalization_and_dynamic_content/connected_content\",\"_key\":\"1854b9d731a0\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"The Braze platform’s \",\"_key\":\"4cc3971bb64f0\"},{\"_type\":\"span\",\"marks\":[\"1854b9d731a0\"],\"text\":\"Connected Content\",\"_key\":\"4cc3971bb64f1\"},{\"marks\":[],\"text\":\" dynamic personalization tool is used to make a request to Amperity's Profiles API to get the most up-to-date version of the user’s loyalty points and personalize the call to action (CTA).\",\"_key\":\"4cc3971bb64f2\",\"_type\":\"span\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"c43755b50d95\",\"listItem\":\"bullet\"},{\"listItem\":\"bullet\",\"markDefs\":[{\"href\":\"https://www.braze.com/resources/videos/get-the-full-value-of-intelligent-timing\",\"_key\":\"72e91a58b05a\",\"_type\":\"link\"}],\"children\":[{\"_key\":\"dc40efb666120\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use BrazeAIᵀᴹ features like \"},{\"text\":\"Intelligent Timing\",\"_key\":\"dc40efb666121\",\"_type\":\"span\",\"marks\":[\"72e91a58b05a\"]},{\"_key\":\"dc40efb666122\",\"_type\":\"span\",\"marks\":[],\"text\":\" to further perfect and personalize each user’s experience.\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"b8ea132077b6\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"c68484e7a634\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"The end result? Braze powers messages built around the content that each customer is most likely to engage with.\",\"_key\":\"33d95d058ec40\"}]},{\"children\":[{\"text\":\"Time is money\",\"_key\":\"cbd8300688b60\",\"_type\":\"span\",\"marks\":[\"strong\"]}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"d7d98f356148\",\"markDefs\":[]},{\"markDefs\":[],\"children\":[{\"_key\":\"48b5bd7089010\",\"_type\":\"span\",\"marks\":[],\"text\":\"When consumers are served products they’re looking for, the decision to make a purchase becomes easier. That means that the time you invest now in personalization can go a long way toward providing the best customer experience and meaningfully influencing your brand’s bottom line. Plus, if you can hook the holiday shopper with truly personalized content, you also have the opportunity to engage them to return, extending your campaigns long past the season.\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"8427e3c0e4e0\"},{\"style\":\"normal\",\"_key\":\"7b809e9f5db9\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/post-holiday-campaigns\",\"_key\":\"30b9110d09dc\"}],\"children\":[{\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Interested in building on your holiday gains? Learn how to win the post-holiday period with \",\"_key\":\"3bed89cb92c30\"},{\"text\":\"our exclusive guide\",\"_key\":\"3bed89cb92c31\",\"_type\":\"span\",\"marks\":[\"30b9110d09dc\",\"em\"]},{\"text\":\".\",\"_key\":\"3bed89cb92c32\",\"_type\":\"span\",\"marks\":[\"em\"]}],\"_type\":\"block\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"4e57eab22954\",\"markDefs\":[],\"children\":[{\"_key\":\"150d9acf7c18\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}]},{\"style\":\"normal\",\"_key\":\"4db08579d25c\",\"markDefs\":[],\"children\":[{\"marks\":[\"strong\",\"em\"],\"text\":\"Forward Looking Statements\",\"_key\":\"905aa86a00a00\",\"_type\":\"span\"}],\"_type\":\"block\"},{\"style\":\"normal\",\"_key\":\"d57cdc27b61e\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"$21\",\"_key\":\"1cfa6a1155280\"}],\"_type\":\"block\"}],\"publicationDates\":{\"publishedAt\":\"2025-01-17T15:57:42.242Z\"}},{\"categories\":{\"topics\":[{\"_id\":\"imported-craft-1522\",\"name\":[{\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"en-us\",\"value\":\"Building Braze\"},{\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ja\",\"value\":\"Brazeの構築\"},{\"value\":\"Building Braze\",\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"ko\"}],\"slug\":{\"current\":\"building-braze\"}}]},\"slug\":\"building-braze-size-and-scale-of-braze-platform\",\"title\":\"The Million vs. Trillion Problem: Conceptualizing the Size and Scale of the Braze Platform\",\"_id\":\"f6aa0603-102f-4efb-a311-2c3af4e476d0\",\"author\":[{\"headshot\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/3b5fae2b90d340319ed491d0ea45c94c8db35a96-512x512.jpg\",\"_id\":\"9f60a5f6-9510-435c-ac65-4e9772de7149\",\"firstName\":\"Andy\",\"lastName\":\"Trevino\"}],\"hideFromListing\":false,\"publicationDates\":{\"publishedAt\":\"2025-01-15T18:21:48.771Z\"},\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/a034257d1a5561a8b93e101c9cf3b646535bb3fb-3840x2160.png\",\"body\":[{\"style\":\"normal\",\"_key\":\"35440c265809\",\"markDefs\":[],\"children\":[{\"text\":\"The number of stars in the sky. A billionaire’s daily earnings. The unimaginable number of cells in the body. These are all dizzying figures that get fuzzier the more you try to imagine their scale. How much bigger is a trillion than a million anyway? Answer: A lot bigger (a \",\"_key\":\"b7ec28f15c6a0\",\"_type\":\"span\",\"marks\":[]},{\"_key\":\"b7ec28f15c6a1\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"million\"},{\"_key\":\"b7ec28f15c6a2\",\"_type\":\"span\",\"marks\":[],\"text\":\" \"},{\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"times\",\"_key\":\"b7ec28f15c6a3\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" bigger).\",\"_key\":\"b7ec28f15c6a4\"}],\"_type\":\"block\"},{\"style\":\"normal\",\"_key\":\"7355e7bb8c9b\",\"markDefs\":[],\"children\":[{\"_key\":\"78ffe0ad21760\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze is more than familiar with these kinds of numbers. In a typical ten seconds—the time it took you to load and start reading this article—our systems will have processed over 45,000 requests for just one of our numerous API endpoints. Operating at this kind of phenomenal scale, where you’re managing millions of data points per minute, should be table stakes for customer engagement platforms. Without it, companies can’t deliver messages on time, leading to sends that are delayed or stay undelivered during peak times, missing customers in key moments. Data processing can slow to a crawl. As real-time data becomes harder for brands to act on, customer confidence can erode along with it.\"}],\"_type\":\"block\"},{\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Even the most sophisticated marketing campaign is worthless if it never makes it into an inbox or onto a user’s device. It all boils down to the system that powers it—and that’s where Braze can put your mind at ease.\",\"_key\":\"2c405013937a0\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"5d9631563d98\"},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How Braze Was Designed to Support Customer Engagement at a Massive Scale\",\"_key\":\"ff358c928a630\"}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"5ff6dbafc083\"},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"So what’s under the hood to drive all this speed at scale? At its simplest: An automated and efficient data infrastructure. Braze prioritizes \",\"_key\":\"ed9f2e10443f0\"},{\"_type\":\"span\",\"marks\":[\"eb14d6c6a8d6\"],\"text\":\"autoscaling\",\"_key\":\"ed9f2e10443f1\"},{\"marks\":[],\"text\":\" (that is, the ability to automatically scale capacity up or down based on current or anticipated needs) to deliver power where it’s needed and to respond to customer growth throughout their tenure. First, let’s cover the two types of processing at Braze—data management and sending messages. You can think of these as data coming in and data going out. Let’s start with inbound data.\",\"_key\":\"ed9f2e10443f2\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"1118389cddd2\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/building-braze-aws-auto-scaling\",\"_key\":\"eb14d6c6a8d6\"}]},{\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-data-platform-announcement\",\"_key\":\"e5aad28b0785\"}],\"children\":[{\"marks\":[],\"text\":\"Our customers install our SDKs in their mobile apps and websites as part of their integration with Braze. That way, our servers can ingest data to help those marketers learn more about user preferences and behaviors, which in turn can power customer-centric messaging. In addition, because the \",\"_key\":\"5bc445b661610\",\"_type\":\"span\"},{\"_key\":\"5bc445b661611\",\"_type\":\"span\",\"marks\":[\"e5aad28b0785\"],\"text\":\"Braze Data Platform\"},{\"text\":\" is built to support interoperability between different systems, brands can take advantage of our powerful, extensible APIs and out-of-the-box integrations with leading data and marketing technology solutions to ingest and manage data from partners like Amplitude, AppsFlyer, mParticle, and Segment, among many others.\",\"_key\":\"5bc445b661612\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"8e1c8457fe70\"},{\"style\":\"normal\",\"_key\":\"4f75f430e411\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Once this data is ingested, handling it efficiently requires speed. Each piece of data needs to be processed as quickly as possible to facilitate updated user profiles, accurate analysis, and timely communications on behalf of our clients.\",\"_key\":\"07e7b2123d570\"}],\"_type\":\"block\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"f7cd182ac21a\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/modern-message-prioritization-best-practices\",\"_key\":\"518dad8d6928\"}],\"children\":[{\"text\":\"That brings us to the outbound data: Message sending. Customer messaging—sent as part of what we call Campaigns or Canvases—may be as robust as an entire ecosystem or as lightweight as a single SMS. No matter how our customers might use Braze to send messages, it’s essential that they have the ability to seize the moment with sends \",\"_key\":\"f29b28fa5b1f0\",\"_type\":\"span\",\"marks\":[]},{\"marks\":[\"518dad8d6928\"],\"text\":\"triggered by user behaviors\",\"_key\":\"f29b28fa5b1f1\",\"_type\":\"span\"},{\"marks\":[],\"text\":\", API calls, and key points in the lifecycle.\",\"_key\":\"f29b28fa5b1f2\",\"_type\":\"span\"}]},{\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"This is where the orchestration magic happens. To index for speed, we assign server capacity to each customer based on their current size and projected growth, knowing we can scale as they grow and provision differently-sized databases per customer. Our largest clients—the brands that send the highest volume of Campaigns and/or Canvases and that have the most complex data needs—have their own dedicated databases. Medium-sized clients have their own databases on shared servers. Our smallest clients share space within a single database, separated logically with strict security and data visibility controls.\",\"_key\":\"4d286ec6803e0\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"730a04b219e5\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"fc2fdc87e959\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/building-braze-job-queues-resiliency\",\"_key\":\"895da01380f0\"},{\"_type\":\"link\",\"href\":\"https://aws.amazon.com/autoscaling/\",\"_key\":\"e3cd7637af37\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"From there, thousands of worker servers triage data processing based on their assigned “job.” The \",\"_key\":\"db549b1c82510\"},{\"_key\":\"db549b1c82511\",\"_type\":\"span\",\"marks\":[\"895da01380f0\"],\"text\":\"queue system\"},{\"text\":\" balances remarkable power and precision, but the takeaway is this: The job queue pattern supports concurrency, reliability, and scalability, regardless of size. Every customer gets priority in this model, and because servers can belong to an individual client, there’s protection from “noisy neighbors,” other clients and within your own sends. Scaling capacity is supported by \",\"_key\":\"db549b1c82512\",\"_type\":\"span\",\"marks\":[]},{\"_type\":\"span\",\"marks\":[\"e3cd7637af37\"],\"text\":\"AWS Auto Scaling, \",\"_key\":\"db549b1c82513\"},{\"marks\":[],\"text\":\"our own proprietary auto-scale processes, and manual scaling, which together ensure we can power our customers’ largest burst sends while keeping their triggered messaging lightning-fast.\",\"_key\":\"db549b1c82514\",\"_type\":\"span\"}]},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How to Understand the Size and Scale of the Braze Platform\",\"_key\":\"4e07fcbd9c3a0\"}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"94ab7870e8d2\"},{\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/powering-marketing-sophistication-at-a-massive-scale\",\"_key\":\"f636e870c0ee\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Okay. So we’re talking best-in-class infrastructure and speed. But when it comes to scale, how big is \",\"_key\":\"dcb732f1c4e00\"},{\"marks\":[\"em\"],\"text\":\"Braze big\",\"_key\":\"dcb732f1c4e01\",\"_type\":\"span\"},{\"text\":\"? Here’s a breakdown: Braze processes more than 45,000 requests every 10 seconds for a given API endpoint. And in any given minute, the system handles an average of\",\"_key\":\"dcb732f1c4e02\",\"_type\":\"span\",\"marks\":[]},{\"text\":\" 14.3 million API calls\",\"_key\":\"dcb732f1c4e03\",\"_type\":\"span\",\"marks\":[\"f636e870c0ee\"]},{\"marks\":[],\"text\":\" across our solution.\",\"_key\":\"dcb732f1c4e04\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"3d2bf1e65363\"},{\"_type\":\"richImage\",\"alt\":\"a purple background with the letter b on it\",\"_key\":\"28e8bff88076\",\"asset\":{\"_ref\":\"image-2b87b434f56f06a0b226d38459bb136b8cecf146-2400x1210-png\",\"_type\":\"reference\"}},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"6cde12490e31\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"So we’re talking about millions upon millions of requests every single minute, every single hour. And mind you, this is a normal day at Braze: Not a Herculean task, just a Friday afternoon.\",\"_key\":\"83fd829f61060\"}]},{\"style\":\"normal\",\"_key\":\"2900d3353097\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Forget providing notice for your biggest campaigns. You shouldn’t have to worry about whether your tech stack can keep up for a new product launch or a major sales push. Braze is built to handle your record-breaking moments—better yet, it’s designed for every one of our clients to experience their best day, all at once. Thousands of messages deployed instantly? No sweat. Time-bound campaigns that trigger waves of inbound replies? Simple. The data tells the story: No single client should drive a meaningful shift in the Braze platform’s overall traffic. 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By combining pre-built campaigns and in-product tours with the traditional free trial experience, our approach made it possible for prospects to quickly grasp how Braze could transform their customer engagement strategies while maintaining a manageable scope for the trial experience.\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"c3776c2f40aa\"},{\"style\":\"h3\",\"_key\":\"63a90ce6b8d0\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Building the free trial experience\",\"_key\":\"59d11d6e8f540\"}],\"_type\":\"block\"},{\"_key\":\"d1abf376d21c\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Developing the free trial required collaboration across teams in order to create a seamless and secure experience.\",\"_key\":\"6c8825f6cd5c0\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"_key\":\"bd48663ea0b6\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"The Engineering team took the lead on developing key elements supporting the free trial experience, including creation of a secure login with two-factor authentication, activation, verification, and demo environment provisioning. In turn, the Product Design team worked to ensure that the interface was intuitive and easy to navigate. The Growth Engineering team built out content within the demo space and the Growth team preloaded the free trial experience with realistic data, allowing it to simulate real-world usage and providing immediate value for prospective customers looking to better understand how they might make use of the Braze platform.\",\"_key\":\"b781dc4f84110\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"92d6031edf2a\",\"markDefs\":[],\"children\":[{\"_key\":\"85c171e8337a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Product and Marketing teams aligned around the messaging and educational aspects of the Braze free trial experience, then worked together to craft onboarding workflows that guided users through the trial, enabling them to explore key features without requiring extensive setup or support. In concert, these departments worked together to create automated emails to keep users informed during account activation, when a given trial ended, and other key moments in the process.\"}]},{\"style\":\"normal\",\"_key\":\"9fbeb59b4012\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Our Security team collaborated with other stakeholders to build out a registration flow for the free trial experience, ensuring that there was a secure login that protected the larger Braze platform while gathering required information (e.g. user email, company size, etc.).\",\"_key\":\"30b76561809d0\"}],\"_type\":\"block\"},{\"children\":[{\"_key\":\"d32c0f1a0ee80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Across departments, teams worked together to implement any required limits on product access in order to open up access to the public while limiting security risks. For features that were limited within the free trial experience, Growth, Product, and Marketing collaborated to build out landing pages that provided additional detail on how they could be used in the full version of Braze, giving prospective customers key context.\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"02a41891435d\",\"markDefs\":[]},{\"style\":\"h3\",\"_key\":\"b685e0614163\",\"markDefs\":[],\"children\":[{\"_key\":\"c1f9beb01ec40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Feedback and iteration\"}],\"_type\":\"block\"},{\"_key\":\"be447d987c87\",\"markDefs\":[],\"children\":[{\"text\":\"Before opening up the free trial experience to all comers, Braze tested it during a closed beta with a select group of prospects, customers, and Braze Sales team members to gather actionable feedback. This iterative process uncovered opportunities to refine the trial in ways that supported a better user experience and an improved sales process, including simplifying the steps involved in free trial onboarding and expanding the number of available features.\",\"_key\":\"3638a4ca68cd0\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\"},{\"style\":\"normal\",\"_key\":\"91b9a296bac2\",\"markDefs\":[],\"children\":[{\"_key\":\"368c0163ce080\",\"_type\":\"span\",\"marks\":[],\"text\":\"To ensure that Braze was able to act on these and future insights in a timely manner, we held regular cross-functional syncs and built out an ongoing, data-driven feedback loop that allowed us to deliver meaningful improvements to the user experience in an iterative way:\"}],\"_type\":\"block\"},{\"_key\":\"a4436e45bf65\",\"listItem\":\"bullet\",\"markDefs\":[],\"children\":[{\"_key\":\"1e750094a8f60\",\"_type\":\"span\",\"marks\":[],\"text\":\"Data collected on free trial usage and message engagement was surfaced to the cross-functional free trial team, allowing different organizations to iterate and optimize their specific portions of the overall user experience.\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\"},{\"children\":[{\"marks\":[],\"text\":\"The Demand Generation team carried out experiments related to messaging and other activities to more effectively encourage prospective users to the free trial registration page.\",\"_key\":\"a3149bc895030\",\"_type\":\"span\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"d90964feab36\",\"listItem\":\"bullet\",\"markDefs\":[]},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Once users had begun their free trial, technical stakeholders worked to optimize free trial dashboard features, guides, and user experience (UX) in order to maximize value for prospects once they were in the Braze dashboard.\",\"_key\":\"f3a42bac49390\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"1eed9dfbea1f\",\"listItem\":\"bullet\"},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Sales used quantitative and qualitative data related to free trial usage to assess what areas of the product-specific prospects were focused on, allowing them to proactively speak to key subject areas and provide guidance on how to address essential customer engagement needs.\",\"_key\":\"1e0f5cb79a7a0\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"a4f274b0085c\",\"listItem\":\"bullet\",\"markDefs\":[]},{\"markDefs\":[],\"children\":[{\"text\":\"“To make this kind of optimization work possible, we had to break down data silos across Marketing, Growth, and Product in ways that weren’t necessary in a pre-free trial world,” said David Willis, Senior Director, Data Analytics \u0026 Growth Engineering at Braze. “But the benefits have been significant—we’re seeing our teams easily accessing insights, data, and product levers in ways that would have been hard to imagine before.”\",\"_key\":\"95f535e9b15b0\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"29f439a9fb0c\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"b30e770882ac\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"By supporting the creation of this ongoing inter-team feedback loop, the project’s stakeholders unlocked new possibilities for collaboration while also allowing Braze to deliver a polished and impactful free trial at launch.\",\"_key\":\"7aec9565ad3a0\"}]},{\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"4bba1be25cfa\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Going to market\",\"_key\":\"10611342fa630\",\"_type\":\"span\"}]},{\"asset\":{\"_ref\":\"image-bcb2fdc27c091a3480beaf588a09a01378e5f6e5-1200x680-gif\",\"_type\":\"reference\"},\"_type\":\"richImage\",\"alt\":\"a welcome to your free trial of braze page\",\"_key\":\"cbf08d2f78fe\"},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"The free trial’s public launch at our annual customer conference, \",\"_key\":\"4f81006b5a350\"},{\"marks\":[\"eac09ff5cc00\"],\"text\":\"Forge\",\"_key\":\"4f81006b5a351\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[],\"text\":\", marked the culmination of months of collaboration. The go-to-market strategy, developed through close collaboration between the Sales and Marketing teams, included targeted email campaigns, in-product messaging, and robust enablement materials for Sales. This approach supported prospects throughout their journey, making the launch a success for both users and internal teams.\",\"_key\":\"4f81006b5a352\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"a138adeb92c7\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://forge.braze.com/2024\",\"_key\":\"eac09ff5cc00\"}]},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Learnings from the free trial project\",\"_key\":\"4fdd361ac9600\"}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"9e3495a8ec4e\",\"markDefs\":[]},{\"children\":[{\"marks\":[],\"text\":\"The free trial project was more than just a product launch—it was a transformative effort that highlights how Braze collaborates, iterates, and delivers value to its customers. By bringing together diverse teams and tackling complex challenges, Braze uncovered lessons that will continue to inform its approach to innovation and customer engagement.\",\"_key\":\"5f7f5919765f0\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"57d3fcfcb57d\",\"markDefs\":[]},{\"markDefs\":[],\"children\":[{\"marks\":[\"strong\"],\"text\":\"Collaboration drives success: \",\"_key\":\"d7a27745d9470\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[],\"text\":\"Teams across Product, Engineering, Marketing, Growth, and Sales broke down silos to solve complex challenges. “It prompted a level of collaboration we hadn’t seen before,” noted Spencer Burke, SVP of Growth at Braze. The free trial project supported a more unified, data-driven strategy, allowing prospective customers to receive messaging and free trial experiences customized to their specific industry and needs.\",\"_key\":\"d7a27745d9471\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"cc2ed544fb72\",\"listItem\":\"bullet\"},{\"_key\":\"4205b880f471\",\"listItem\":\"bullet\",\"markDefs\":[],\"children\":[{\"_key\":\"fb749c54184e0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Iteration unlocks value: \"},{\"marks\":[],\"text\":\"A closed beta phase allowed Braze to test, learn, and refine the free trial experience, helping us validate the experience and drive quick wins for the Sales team and beyond. Feedback led to meaningful adjustments, including simplified onboarding and expanded feature availability. This iterative approach reinforced the importance of building flexibility into our initiatives—and we’re taking that lesson and using it to continue iterating on the free trial experience as more prospects take advantage of it.\",\"_key\":\"fb749c54184e1\",\"_type\":\"span\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\"},{\"listItem\":\"bullet\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Balancing user needs and internal goals: \",\"_key\":\"9f0ded31e25c0\"},{\"_type\":\"span\",\"marks\":[],\"text\":\"The project required careful consideration to balance customer demands for a hands-on experience with our company’s internal needs, like maintaining platform security. The trial was designed to highlight core capabilities while aligning with strategic business objectives.\",\"_key\":\"9f0ded31e25c1\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"44979b4eeb75\"},{\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"5b3551563dcc\",\"listItem\":\"bullet\",\"markDefs\":[],\"children\":[{\"text\":\"Setting a foundation for future initiatives: \",\"_key\":\"c6e281ab5e430\",\"_type\":\"span\",\"marks\":[\"strong\"]},{\"marks\":[],\"text\":\"The success of the free trial created a blueprint for future product-led growth (PLG) efforts. By embracing a customer-centric mindset and operationalizing these lessons, Braze established a replicable framework for similar projects. Spencer Burke, SVP of Growth at Braze explained that the trial was “not just a product launch but a cultural shift.”\",\"_key\":\"c6e281ab5e431\",\"_type\":\"span\"}]},{\"style\":\"h2\",\"_key\":\"fa8496b710a3\",\"markDefs\":[],\"children\":[{\"_key\":\"b839a12e306e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Conclusion\"}],\"_type\":\"block\"},{\"children\":[{\"text\":\"The free trial project represents an important moment for Braze, showcasing what’s possible when diverse teams unite to meet evolving market demands. By creating a hands-on way for prospects to explore the platform, Braze has enhanced its sales process and laid the foundation for future innovations.\",\"_key\":\"689820331f480\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"421535571d81\",\"markDefs\":[]},{\"_key\":\"61c9478b2dc8\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"This initiative wasn’t just about offering a new feature—it redefined how Braze collaborates internally and engages with its customers. The lessons learned will continue to guide our collaborative work going forward, helping Braze remain at the forefront of customer engagement while delivering value from the very first interaction.\",\"_key\":\"2b3543b190100\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"028408ab85cb\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://try.braze.com/free_trial\",\"_key\":\"24a5aec3df11\"}],\"children\":[{\"_key\":\"52a2657a4b260\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Why just read about it when you can try it for yourself?\"},{\"_key\":\"52a2657a4b261\",\"_type\":\"span\",\"marks\":[],\"text\":\" \"},{\"marks\":[\"24a5aec3df11\"],\"text\":\"Explore our 14-day free trial today.\",\"_key\":\"52a2657a4b262\",\"_type\":\"span\"}]},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"\",\"_key\":\"5e4340c8c2050\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"91a9d39c58ae\"},{\"children\":[{\"marks\":[\"strong\",\"em\"],\"text\":\"Forward Looking Statements\",\"_key\":\"4badd97b85ae0\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"02dd9d99e6d4\",\"markDefs\":[]},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"5633c59c9e2c\",\"markDefs\":[],\"children\":[{\"_key\":\"932fa2ff23030\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"$24\"}]}],\"author\":[{\"_id\":\"d4f683d1-6960-4a6b-99b1-486e44c5279a\",\"firstName\":\"Ting\",\"lastName\":\"Tsai\"}],\"hideFromListing\":false,\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/e8ecf0211d1b6d71bd1807016e99123921dba81e-3840x2160.png\",\"_id\":\"0b167178-058b-47ba-a61e-62a02149f8d8\",\"publicationDates\":{\"publishedAt\":\"2025-01-10T17:57:00.000Z\"}},{\"publicationDates\":{\"publishedAt\":\"2025-01-07T14:05:00.000Z\",\"updatedAt\":\"2025-01-07T14:05:00.000Z\"},\"title\":\"Living Our Values: Braze Earns the Human Rights Campaign’s Highest-Possible Score for the Second Consecutive Year\",\"hideFromListing\":false,\"author\":[{\"_id\":\"imported-craft-author-819962\",\"firstName\":\"Zak\",\"lastName\":\"Rittenhouse\",\"headshot\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/4709457e9ce51dc9087d86a3e2159857b945cf89-958x1054.png\"}],\"_id\":\"7ebcc45c-0965-4325-83ea-b2230d6c313e\",\"body\":[{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"I’m proud to share that Braze has once again received the Human Rights Campaign (HRC) \",\"_key\":\"69b94f32ba170\"},{\"marks\":[\"5d01826adee8\"],\"text\":\"Equality 100 Award and is featured on the organization’s 2025 Corporate Equality Index \",\"_key\":\"69b94f32ba171\",\"_type\":\"span\"},{\"marks\":[],\"text\":\"(CEI). This marks the second consecutive year Braze has earned this distinction, highlighting our unwavering commitment to fostering workplace equality for LGBTQ+ individuals.\",\"_key\":\"69b94f32ba172\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"6721a964e102\",\"markDefs\":[{\"_key\":\"5d01826adee8\",\"_type\":\"link\",\"href\":\"http://www.hrc.org/cei\"}]},{\"_key\":\"324ac6c28e27\",\"markDefs\":[],\"children\":[{\"_key\":\"9cff10ab91a90\",\"_type\":\"span\",\"marks\":[],\"text\":\"The HRC’s Corporate Equality Index is the national benchmark for LGBTQ+ workplace inclusion in the United States. Companies are rigorously evaluated on non-discrimination policies, equitable benefits, and efforts to promote a culture of belonging. Achieving a perfect score means that Braze continues to meet and exceed these high standards, reinforcing our ongoing work to create an environment where all employees can show up as their authentic selves and thrive. Established in 2002, the 2025 Corporate Equality Index is the 22nd iteration of the nation’s leading benchmarking tool for evaluating a company's LGBTQ+ workplace inclusion policies, serving employees, consumers, and investors.\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"children\":[{\"marks\":[],\"text\":\"“The CEI is so much more than a score on paper. For decades, businesses have relied on the CEI as a tool for transparency and leveling the playing field for all workers, making sure LGBTQ+ people and their families can share in fair, respectful and supportive workplaces and benefits,” said \",\"_key\":\"5ff0a12aff110\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"RaShawn “Shawnie” Hawkins, SHRM-CP, HRCF Senior Director of Workplace Equality.\",\"_key\":\"5ff0a12aff111\"},{\"text\":\" “As conversations evolve on corporate America’s approach to diversity, equity and inclusion, year-over-year growth in CEI participation is evidence of a business community that largely recognizes the responsibility and value in upholding equity and inclusion. Our goal at the Human Rights Campaign Foundation is to work in a spirit of partnership with companies, providing educational resources and leading benchmarking. The work of the CEI is to help businesses to expand their consumer base and attract top, innovative talent by supporting the LGBTQ+ community.”\",\"_key\":\"5ff0a12aff112\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"1293c12bb82c\",\"markDefs\":[]},{\"_key\":\"76792dd8a714\",\"asset\":{\"_ref\":\"image-77344eadd1af3eec58f256b4f1d02a5d796f6601-2501x1251-png\",\"_type\":\"reference\"},\"_type\":\"richImage\",\"alt\":\"an advertisement for the corporate equality index 2025\"},{\"markDefs\":[{\"href\":\"https://www.braze.com/resources/articles/braze-core-values\",\"_key\":\"28b185249e98\",\"_type\":\"link\"}],\"children\":[{\"_key\":\"c0118817baf70\",\"_type\":\"span\",\"marks\":[],\"text\":\"One of our \"},{\"_type\":\"span\",\"marks\":[\"28b185249e98\"],\"text\":\"fundamental values\",\"_key\":\"c0118817baf71\"},{\"text\":\" is to “Be a Human,” highlighting our commitment to recognizing each individual’s complete humanity and fostering deeper connections among people. This acknowledgment from the HRC exemplifies how we embody that value in our daily lives.\",\"_key\":\"c0118817baf72\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"7520f531f14e\"},{\"_key\":\"8341b8a39aa9\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"However, promoting inclusion transcends the establishment of correct policies—it’s about cultivating a work environment where everyone feels respected and appreciated for their true selves. It involves empowering individuals to express their entirety at work, confident they will be met with compassion and understanding.\",\"_key\":\"8d99292749210\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"_key\":\"a6e291271bdf\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"For me, as a queer individual, the HRC’s CEI is more than just a checklist; it serves as a journey towards workplaces that embrace and nurture authenticity. Early in my career, it guided me away from environments that lacked the inclusivity and support I sought. Contributing to the submission process for the second consecutive year was not merely a career achievement—it was both personal and meaningful.\",\"_key\":\"3e6a9fddcf0c0\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"style\":\"normal\",\"_key\":\"251d2f62ba05\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"This recognition further highlights our ongoing commitment to surpass the mere act of checking boxes in our support of LGBTQ+ employees. It affirms our conviction that workplace equality is a continuous journey rather than a fixed endpoint, ensuring that every employee feels acknowledged, valued, and empowered to thrive.\",\"_key\":\"14d3163f89370\",\"_type\":\"span\"}],\"_type\":\"block\"},{\"children\":[{\"text\":\"Achieving this milestone for the second year required commitment, teamwork, and diligence. The Pride @ Braze employee resource group (ERG) for LGBTQ+ employees and allies spearheaded this year’s submission, collaborating closely with various teams throughout the organization. We evaluated current practices, honed our policies, and introduced initiatives to not only meet but exceed the CEI’s criteria.\",\"_key\":\"a3c20d03992a0\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"08327b0905b7\",\"markDefs\":[]},{\"markDefs\":[],\"children\":[{\"_key\":\"037855fb45150\",\"_type\":\"span\",\"marks\":[],\"text\":\"At Braze, we consider diversity, equity, and inclusion (DEI) essential to our success as an organization and a business. Being awarded this honor for two consecutive years reinforces that we are heading in the right direction, while also reminding us of the work yet to come. Inclusion isn’t a fixed state; it evolves, necessitating ongoing attention and effort.\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"aa78c03cfa71\"},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Today, we’re not merely celebrating a score—we’re honoring the individuals who made this achievement attainable. Members of Pride @ Braze, along with numerous allies and advocates within the organization. While the HRC’s Corporate Equality Index is a US-based recognition, as Braze expands globally, ensuring that our support for LGBTQ+ employees extends to all the regions where we have a footprint is a core priority. As we continue to grow, Braze is actively exploring opportunities to participate in similar equality programs in regions where we operate. These initiatives will further align our values with local standards and ensure that our commitment to inclusion resonates worldwide.\",\"_key\":\"30db17bc9bde0\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"f3adfe6b3457\",\"markDefs\":[]},{\"_key\":\"77f2eba92c5f\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Thank you to everyone at Braze who made this accomplishment possible. 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