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always-on AI agents</span></div></a></li><li><a class="nav-item flex gap-3" href="/product/reporting-analytics"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="presentation-chart-01"><use href="/icons/sprites.svg#presentation-chart-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Reporting & Analytics</span><span class="text-sm font-normal text-gray-600">Analyze performance & uncover insights</span></div></a></li></ul></div></div></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 xl:w-3/5 before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">FEATURED CHANNELS</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/product/email"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="mail-01"><use href="/icons/sprites.svg#mail-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Email</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/mobile-app-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-02"><use href="/icons/sprites.svg#phone-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Mobile App Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/web-messaging"><div 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aria-label="star-02"><use href="/icons/sprites.svg#star-02"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="font-semibold text-gray-900 text-md">How It Works</span><p class="font-normal text-gray-600 text-sm">Get a breakdown of our vertically- integrated technology</p></div></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[14px] py-2 text-sm bg-white border border-transparent text-gray-900 shadow-xs hover:bg-[#F9FAFB] active:bg-white active:border-[#D0D5DD] active:border disabled:bg-white disabled:border-[#EAECF0] disabled:border disabled:text-[#98A2B3] w-full" href="/product">Learn More</a></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" 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class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Increase Engagement</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Braze For</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/braze-for-engineering"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-01"><use href="/icons/sprites.svg#code-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Engineering</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/braze-for-startups"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-03"><use 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srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75"/></div><div class="flex w-full flex-col gap-3 pt-6"><span class="text-md font-semibold text-gray-900">2026 Global Customer Engagement Review</span><span class="text-md font-normal text-gray-600">For our sixth Global CER, we surveyed over 2,200 marketing leaders and analyzed upwards of 6 billion data points spanning more than 750 brands</span></div></div></a></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs 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font-semibold text-md">Braze Alloys</span><span class="text-sm font-normal text-gray-600">Explore and connect with our trusted Technology or Solutions partners</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/solutions-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-01"><use href="/icons/sprites.svg#users-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Delivery Partners</span><span class="text-sm font-normal text-gray-600">Discover our partnerships with the world's leading agencies, consultancies, and system integrators</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/technology-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-02"><use 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hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 w-full xl:hidden" href="/get-started">Get Started</a><button data-collapse-toggle="mega-menu-full" type="button" class="flex-none h-full focus:outline-none focus:ring-2 xl:hidden p-4" aria-controls="mega-menu-full" aria-expanded="false"><span class="sr-only">Open main menu</span><span class="block relative h-[13px] w-[16px]"><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-0 rotate-0"></span><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-[6px] opacity-1"></span><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-[12px] rotate-0"></span></span></button></div></div></nav></header><main><!--$--><div class="relative w-full overflow-hidden bg-gray-50 pt-[74px] partner-detail-hero"><div class="container relative z-10 pb-20 pt-6"><div class="flex gap-1 text-xs"><a aria-label="Link to technology partners" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-bold text-[#310CCE] capitalize" href="/partners/technology-partners">Partners</a><span class="text-white text-md">/</span><a aria-label="Link to phrase" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-medium text-[#344054] bg-[#FFFFFFB2] truncate" href="/partners/technology-partners/phrase">Phrase</a></div><script type="application/ld+json">{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Partners","item":"https://www.braze.com/partners/technology-partners"},{"@type":"ListItem","position":2,"name":"Phrase","item":"https://www.braze.com/partners/technology-partners/phrase"}]}</script><div class="mt-16 flex flex-col items-start justify-between gap-6 text-center text-black lg:flex-row"><div class="flex w-full flex-col gap-8 lg:flex-row"><div class="flex h-[64px] w-[176px] gap-8 rounded-lg border border-gray-200 bg-white p-2"><img alt="Phrase" loading="lazy" width="176" height="64" decoding="async" data-nimg="1" class="size-full object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fbad7a371a519255611ea288e235488bb72ee33a1-1400x368.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fbad7a371a519255611ea288e235488bb72ee33a1-1400x368.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fbad7a371a519255611ea288e235488bb72ee33a1-1400x368.png&w=384&q=75"/></div><div class="flex flex-col items-start gap-8"><h2 class="max-w-screen-md text-start">Phrase</h2><div class="flex flex-col gap-3 md:flex-row"><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-gray-300 bg-white text-gray-700 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 disabled:border-gray-200 disabled:bg-white disabled:text-gray-300 h-[28px]" href="/partners/search?partner=technology&type=Message+Personalization">Message Personalization</a><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-gray-300 bg-white text-gray-700 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 disabled:border-gray-200 disabled:bg-white disabled:text-gray-300 h-[28px]" href="/partners/search?partner=technology&type=Localization">Localization</a></div></div></div><div class="flex w-full flex-col gap-3 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src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F49b111e805353214301da200b4aba7a15cd67f61-3840x2160.png&w=1200&q=75"/></div><div class="flex w-full grow flex-col gap-8 px-5 py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">Blog</span><span class="text-sm font-bold text-gray-500">23<!-- --> min read</span></div><h4 class="text-display-xs font-bold">How to Build an AI Marketing Strategy</h4><span class="text-sm font-bold text-gray-500">March 24, 2025</span></div></div></a></div></div></div></div><ul style="display:block" class="slick-dots"><li class="slick-active"><button>1</button></li><li class=""><button>2</button></li><li class=""><button>3</button></li><li class=""><button>4</button></li></ul></div></div></div></div><section class="supergraphic-4 relative overflow-hidden contain-layout"><div class=""><div class="w-full px-4 py-16 md:px-14 md:py-20"><div class="container flex flex-col justify-between gap-8 md:flex-row"><div class="flex flex-col gap-6"><img alt="logo" loading="lazy" width="144" height="45" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=256&q=75 1x, /_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75 2x" src="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75"/><h1 class="text-black text-display-xs md:text-display-lg">Shape the future of customer engagement with us</h1></div><div class="flex flex-col gap-[10px]"><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Differentiate your product and service offerings</span></div><div class="flex flex-row gap-2"><svg width="20" height="20" 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It allows them to craft a message, add copy, include \"},{\"_key\":\"36bafde6c9e9\",\"_type\":\"span\",\"marks\":[\"fb53632f4dfb\"],\"text\":\"rich media\"},{\"_key\":\"39ab88a5e7a5\",\"_type\":\"span\",\"marks\":[],\"text\":\" like images if needed, \"},{\"_key\":\"9192b0ddb08b\",\"_type\":\"span\",\"marks\":[\"d166cb14cfd0\"],\"text\":\"define audience segments\"},{\"_key\":\"09ca0bfa8dc9\",\"_type\":\"span\",\"marks\":[],\"text\":\", set \"},{\"_key\":\"827e2e3634ce\",\"_type\":\"span\",\"marks\":[\"3af271e50c00\"],\"text\":\"behavioral triggers\"},{\"_key\":\"17c74364173c\",\"_type\":\"span\",\"marks\":[],\"text\":\", dynamically personalize the content, and schedule or send the notification—all within an intuitive interface.\"}],\"markDefs\":[{\"_key\":\"fb53632f4dfb\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/push-stories-delivery-hero\"},{\"_key\":\"d166cb14cfd0\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/dynamic-segmentation\"},{\"_key\":\"3af271e50c00\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/2019-dtc-data-report\"}],\"style\":\"normal\"},{\"_key\":\"c3284f726717\",\"_type\":\"richImage\",\"alt\":\"a screenshot of an app called api campaigns\",\"asset\":{\"_ref\":\"image-154aab4c3155b26aeac5be16766657c9a5e8e987-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"ac2989791953\",\"_type\":\"block\",\"children\":[{\"_key\":\"e59e7132d00c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"On the other hand, some brands use \"},{\"_key\":\"e59e7132d00c1\",\"_type\":\"span\",\"marks\":[\"4c612ff68bdb\"],\"text\":\"API calls\"},{\"_key\":\"e59e7132d00c2\",\"_type\":\"span\",\"marks\":[],\"text\":\" to automatically push notifications the moment something changes in one of their systems, like new content goes live in their CMS. During \"},{\"_key\":\"e59e7132d00c3\",\"_type\":\"span\",\"marks\":[\"cfc3e1388f55\"],\"text\":\"elections\"},{\"_key\":\"e59e7132d00c4\",\"_type\":\"span\",\"marks\":[],\"text\":\", for instance, news organizations have pre-built push notifications tied to different outcomes, allowing them to instantly send the correct update when a race is called. While this type of notification can be effective, it’s not ideal for most uses, especially more sophisticated ones.\"}],\"markDefs\":[{\"_key\":\"4c612ff68bdb\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/the-3-key-types-of-api-messaging-campaigns\"},{\"_key\":\"cfc3e1388f55\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/abc-news-preference-center\"}],\"style\":\"normal\"},{\"_key\":\"ad645aa779d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"3d80cbbe33350\",\"_type\":\"span\",\"marks\":[],\"text\":\"Every push notification—whether created through a dashboard or triggered via API—ultimately gets delivered through \"},{\"_key\":\"3d80cbbe33351\",\"_type\":\"span\",\"marks\":[\"e7ed440b2739\"],\"text\":\"Apple Push Notification service (APNs)\"},{\"_key\":\"3d80cbbe33352\",\"_type\":\"span\",\"marks\":[],\"text\":\" for iOS and \"},{\"_key\":\"3d80cbbe33353\",\"_type\":\"span\",\"marks\":[\"5d3cb5082c97\"],\"text\":\"Firebase Cloud Messaging (FCM)\"},{\"_key\":\"3d80cbbe33354\",\"_type\":\"span\",\"marks\":[],\"text\":\" for Android. These platforms act as the gatekeepers for push messaging, each with its own set of rules and requirements that marketers need to follow.\"}],\"markDefs\":[{\"_key\":\"e7ed440b2739\",\"_type\":\"link\",\"href\":\"https://developer.apple.com/library/archive/documentation/NetworkingInternet/Conceptual/RemoteNotificationsPG/APNSOverview.html\"},{\"_key\":\"5d3cb5082c97\",\"_type\":\"link\",\"href\":\"https://firebase.google.com/docs/cloud-messaging\"}],\"style\":\"normal\"},{\"_key\":\"ef0d3b194f8b\",\"_type\":\"block\",\"children\":[{\"_key\":\"70a5e574e20e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"One of the key rules? Push tokens.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ed569ef8a29f\",\"_type\":\"block\",\"children\":[{\"_key\":\"42cab9d9e7370\",\"_type\":\"span\",\"marks\":[],\"text\":\"What’s a Push Token?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0a7ff8a4c31f\",\"_type\":\"block\",\"children\":[{\"_key\":\"446aa41cee450\",\"_type\":\"span\",\"marks\":[],\"text\":\"A \"},{\"_key\":\"446aa41cee451\",\"_type\":\"span\",\"marks\":[\"dd0b720b76d8\"],\"text\":\"push token\"},{\"_key\":\"446aa41cee452\",\"_type\":\"span\",\"marks\":[],\"text\":\" is a unique identifier assigned by APNs (for iOS) or FCM (for Android) that links an app to a specific device—whether that’s a smartphone, tablet, or computer. Think of it as a digital flag that signals a device has opted in to receive push notifications. Without a valid push token, a device simply can’t receive these messages.\"}],\"markDefs\":[{\"_key\":\"dd0b720b76d8\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/push/push_registration\"}],\"style\":\"normal\"},{\"_key\":\"15b951127bed\",\"_type\":\"block\",\"children\":[{\"_key\":\"fdf1693922140\",\"_type\":\"span\",\"marks\":[],\"text\":\"There are two key types of push tokens: \"},{\"_key\":\"fdf1693922141\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Foreground\"},{\"_key\":\"fdf1693922142\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"fdf1693922143\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"background\"},{\"_key\":\"fdf1693922144\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"40f9728cc699\",\"_type\":\"block\",\"children\":[{\"_key\":\"48d43cb520850\",\"_type\":\"span\",\"marks\":[],\"text\":\"Foreground push tokens\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6a508ee38834\",\"_type\":\"block\",\"children\":[{\"_key\":\"33891763c8230\",\"_type\":\"span\",\"marks\":[],\"text\":\"Foreground push tokens are necessary for a push notification to appear on a user’s device. When someone opts in for push notifications, their device is assigned both a foreground and background push token, allowing it to display messages. (For more details on special cases like provisional push notifications, \"},{\"_key\":\"33891763c8231\",\"_type\":\"span\",\"marks\":[\"5b94c1908adc\"],\"text\":\"check out our guide\"},{\"_key\":\"33891763c8232\",\"_type\":\"span\",\"marks\":[],\"text\":\".)\"}],\"markDefs\":[{\"_key\":\"5b94c1908adc\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/mastering-provisional-push\"}],\"style\":\"normal\"},{\"_key\":\"bd3ca86fa53a\",\"_type\":\"block\",\"children\":[{\"_key\":\"e26db7c05eaa0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Background push token\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e07ac562161b\",\"_type\":\"block\",\"children\":[{\"_key\":\"e460b20545620\",\"_type\":\"span\",\"marks\":[],\"text\":\"Background push tokens are assigned to every device that has a brand’s app installed, even if the user hasn’t opted in for push notifications. They enable brands to send \"},{\"_key\":\"e460b20545621\",\"_type\":\"span\",\"marks\":[\"b093a9d9b979\"],\"text\":\"silent push notifications\"},{\"_key\":\"e460b20545622\",\"_type\":\"span\",\"marks\":[],\"text\":\"—messages that don’t appear on the device’s screen but help with essential backend functions like \"},{\"_key\":\"e460b20545623\",\"_type\":\"span\",\"marks\":[\"5a274de697da\"],\"text\":\"uninstall tracking\"},{\"_key\":\"e460b20545624\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"b093a9d9b979\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/developer_guide/platform_integration_guides/ios/push_notifications/silent_push_notifications/#silent-push-notifications\"},{\"_key\":\"5a274de697da\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/data_and_analytics/tracking/uninstall_tracking/\"}],\"style\":\"normal\"},{\"_key\":\"722a7b8f3abb\",\"_type\":\"block\",\"children\":[{\"_key\":\"9f97968483da0\",\"_type\":\"span\",\"marks\":[],\"text\":\"A device can have a background push token without a foreground one. For example, if a user opts out of push notifications but still has the app installed, only the background token remains. But if they uninstall the app entirely, all tokens are removed, preventing any future push messages from being delivered.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"adfc5d31cd77\",\"_type\":\"block\",\"children\":[{\"_key\":\"301fc2ec4d430\",\"_type\":\"span\",\"marks\":[],\"text\":\"How can brands send push notifications quickly (and successfully) at scale?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"100b3ec37d00\",\"_type\":\"block\",\"children\":[{\"_key\":\"75b6d1e905c80\",\"_type\":\"span\",\"marks\":[],\"text\":\"For brands using a customer engagement platform, ensuring push notifications are sent quickly and reliably to the right audience is critical. While brands don’t always want to blast their entire audience with messages, there are times when reaching as many users as possible is essential—think breaking news, weather alerts, or urgent updates.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f0be76022863\",\"_type\":\"block\",\"children\":[{\"_key\":\"6e48b3ff79170\",\"_type\":\"span\",\"marks\":[],\"text\":\"Handling large-scale push campaigns requires a strong, scalable infrastructure. To manage this kind of volume, push notifications need to be processed and dispatched to APNs and FCM efficiently.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"00e54c216664\",\"_type\":\"block\",\"children\":[{\"_key\":\"fd921025ecc40\",\"_type\":\"span\",\"marks\":[],\"text\":\"If your brand plans to send large-scale, real-time messages—especially during major events like \"},{\"_key\":\"fd921025ecc41\",\"_type\":\"span\",\"marks\":[\"a94edf87d368\"],\"text\":\"Black Friday\"},{\"_key\":\"fd921025ecc42\",\"_type\":\"span\",\"marks\":[],\"text\":\"—it’s important to choose a platform that can handle the demand. But scalability isn’t just about sending messages; it also affects your own app or website. Some brands have launched massive push campaigns only to find that the resulting surge in traffic overwhelms their servers.\"}],\"markDefs\":[{\"_key\":\"a94edf87d368\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/black-friday-cyber-monday-trends-2024\"}],\"style\":\"normal\"},{\"_key\":\"d86f2575fe71\",\"_type\":\"block\",\"children\":[{\"_key\":\"fc26de0fff6d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"To prevent crashes and service interruptions, brands can use \"},{\"_key\":\"fc26de0fff6d1\",\"_type\":\"span\",\"marks\":[\"a7fb038434e9\"],\"text\":\"rate limiting\"},{\"_key\":\"fc26de0fff6d2\",\"_type\":\"span\",\"marks\":[],\"text\":\"—a feature that spaces out message delivery over time. Instead of sending a push notification to five million users in a single second, rate limiting might spread it out over five minutes, ensuring a smoother experience for both the brand and its audience.\"}],\"markDefs\":[{\"_key\":\"a7fb038434e9\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/campaigns/testing_and_more/rate-limiting/#rate-limiting-and-frequency-capping\"}],\"style\":\"normal\"},{\"_key\":\"ddbab870f888\",\"_type\":\"block\",\"children\":[{\"_key\":\"b9de69a01dde0\",\"_type\":\"span\",\"marks\":[],\"text\":\"By planning ahead and leveraging the right tools, brands can deliver timely, effective push campaigns without compromising performance.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3d6315e1fd7d\",\"_type\":\"block\",\"children\":[{\"_key\":\"83d3acb2bf74\",\"_type\":\"span\",\"marks\":[],\"text\":\"A step-by-step guide to crafting push notifications that drive action\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a86024cc3ee9\",\"_type\":\"richImage\",\"alt\":\"A smartphone displays a mobile app notification with a '22K' step count, a congratulatory message, and 'Open App' and 'Dismiss' buttons, with visual labels for icon, headline, message, and CTA.\",\"asset\":{\"_ref\":\"image-02bd69dcab9b0c441dc312ca65c6ea378c4a6e5f-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"375be184fe0b\",\"_type\":\"block\",\"children\":[{\"_key\":\"78c5d6cc25ba0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Alongside following \"},{\"_key\":\"78c5d6cc25ba1\",\"_type\":\"span\",\"marks\":[\"f9a5a366a2ac\"],\"text\":\"push notification best practices\"},{\"_key\":\"78c5d6cc25ba2\",\"_type\":\"span\",\"marks\":[],\"text\":\", there are areas around design and content that you can use to help guide your efforts. Applying writing style guidelines for notifications can lead to clearer, engaging, and effective messages.\"}],\"markDefs\":[{\"_key\":\"f9a5a366a2ac\",\"_type\":\"link\",\"href\":\"https://community.braze.com/discussions/orchestration/best-practices-for-crafting-effective-push-notifications/3553\"}],\"style\":\"normal\"},{\"_key\":\"873139c45ac2\",\"_type\":\"block\",\"children\":[{\"_key\":\"f8ce9d925c6c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The design\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0f8ad24b3724\",\"_type\":\"block\",\"children\":[{\"_key\":\"cbf3c4d6ba8f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"While the exact layout of a push notification may vary by device, most follow a similar structure:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9a1eeb952118\",\"_type\":\"block\",\"children\":[{\"_key\":\"c3f794ab9dba0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Browser icon or company logo\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"64b3e698ae39\",\"_type\":\"block\",\"children\":[{\"_key\":\"a3af8bc173530\",\"_type\":\"span\",\"marks\":[],\"text\":\"Title or headline\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"96c76e0fa067\",\"_type\":\"block\",\"children\":[{\"_key\":\"df19229d0c310\",\"_type\":\"span\",\"marks\":[],\"text\":\"A brief message\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9ae0af28c9ad\",\"_type\":\"block\",\"children\":[{\"_key\":\"0e7025ada26c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Call to action (CTA)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b51266ca8115\",\"_type\":\"block\",\"children\":[{\"_key\":\"10b64f705d0f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The logo/icon\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"abb56a026750\",\"_type\":\"block\",\"children\":[{\"_key\":\"2ca9563250b60\",\"_type\":\"span\",\"marks\":[],\"text\":\"The first thing users will notice is your logo or browser icon. Since the brain processes images faster than text, a strong visual can instantly communicate where the message is coming from.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"52e35f0ee133\",\"_type\":\"block\",\"children\":[{\"_key\":\"adbf4dcfca280\",\"_type\":\"span\",\"marks\":[],\"text\":\"The headline\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"1a0e8132d058\",\"_type\":\"block\",\"children\":[{\"_key\":\"bf81e12657960\",\"_type\":\"span\",\"marks\":[],\"text\":\"Your title or headline is a short phrase that immediately conveys the purpose of the notification—whether it's promoting an article, sharing social media activity, or announcing a sale. Think of it like an email subject line but even shorter. With only around 50 characters, you need to make every word count.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"239462be04c7\",\"_type\":\"anchor\",\"anchorId\":\"writing\"},{\"_key\":\"cdcfe4829675\",\"_type\":\"block\",\"children\":[{\"_key\":\"0c03338a5a630\",\"_type\":\"span\",\"marks\":[],\"text\":\"Writing style guidelines for notifications\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"f8e91f1207b1\",\"_type\":\"block\",\"children\":[{\"_key\":\"b460fbf2aba90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Push notifications typically contain one or two lines of supporting text. On average, this amounts to about 14 to 25 words, so your message should be concise and compelling.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2132ce731674\",\"_type\":\"block\",\"children\":[{\"_key\":\"374d7ed8cec60\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tips for writing notification copy\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b5a6b51a8d34\",\"_type\":\"block\",\"children\":[{\"_key\":\"56fbbd4bdb8f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Clarify your offer\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"bfeb60123299\",\"_type\":\"block\",\"children\":[{\"_key\":\"0725e03d26260\",\"_type\":\"span\",\"marks\":[],\"text\":\"Expand on the headline with a short, direct message. For example: \\\"Get 25% off all athletic wear—now through Friday!\\\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eca861b4cab0\",\"_type\":\"block\",\"children\":[{\"_key\":\"6ce17f6e3ca60\",\"_type\":\"span\",\"marks\":[],\"text\":\"Stay true to your brand\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"9ead11a3159b\",\"_type\":\"block\",\"children\":[{\"_key\":\"e194a57ccb2f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Whether your tone is fun, professional, or serious, your notifications reflect your brand’s voice.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a348283b023c\",\"_type\":\"block\",\"children\":[{\"_key\":\"3b77f6c124220\",\"_type\":\"span\",\"marks\":[],\"text\":\"Avoid sounding like an ad\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"895c3589204f\",\"_type\":\"block\",\"children\":[{\"_key\":\"e0af2c02f4cb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Push notifications should feel natural, not overly promotional. Skip the all-caps and marketing jargon.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"07f27e8a4f66\",\"_type\":\"block\",\"children\":[{\"_key\":\"3d54288ede3b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Edit and test before sending\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"594b86ff21dd\",\"_type\":\"block\",\"children\":[{\"_key\":\"f314b7c1eeda0\",\"_type\":\"span\",\"marks\":[],\"text\":\"A well-crafted push notification should be clear, on-brand, and actionable. Review all elements—headline, message, and CTA—before hitting send.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d64a00d1eb44\",\"_type\":\"block\",\"children\":[{\"_key\":\"e72d7fb02c1d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use numbers, symbols, or emojis\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"8c77380af707\",\"_type\":\"block\",\"children\":[{\"_key\":\"62c48012eeaa0\",\"_type\":\"span\",\"marks\":[],\"text\":\"These elements can help your message stand out and be processed faster than text alone.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"47e4456cf83d\",\"_type\":\"block\",\"children\":[{\"_key\":\"f87de74ae9040\",\"_type\":\"span\",\"marks\":[],\"text\":\"Get to the point\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"a5ea0715d099\",\"_type\":\"block\",\"children\":[{\"_key\":\"d01bfc2c4d190\",\"_type\":\"span\",\"marks\":[],\"text\":\"Don’t bury the lead. The most critical information should come first.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f2db7eddd9bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"f6eb8733269d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Show value\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"7ccf0678cd62\",\"_type\":\"block\",\"children\":[{\"_key\":\"cab66a2d32500\",\"_type\":\"span\",\"marks\":[],\"text\":\"Your headline should make it clear why the user should care. Whether it’s a discount, a limited-time offer, or an important update, the value should be obvious.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2f01d58c2868\",\"_type\":\"block\",\"children\":[{\"_key\":\"38faa191a8090\",\"_type\":\"span\",\"marks\":[],\"text\":\"The call to action (CTA)\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a07a58f266ad\",\"_type\":\"block\",\"children\":[{\"_key\":\"63cb9607b3f10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Your CTA tells users what to do next. Whether it’s clicking a button or tapping an image, it should be clear and compelling.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"843de36b30d2\",\"_type\":\"block\",\"children\":[{\"_key\":\"5104879363100\",\"_type\":\"span\",\"marks\":[],\"text\":\"Create urgency\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"5f1318f1838e\",\"_type\":\"block\",\"children\":[{\"_key\":\"1a9c755bb7e80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use strong action verbs and time-sensitive phrases like “Act now” or “Book before it’s gone.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9c69fa50ef09\",\"_type\":\"block\",\"children\":[{\"_key\":\"d81e14f92fff0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Give a reason to act\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"ca5047a4933a\",\"_type\":\"block\",\"children\":[{\"_key\":\"f4ae92eeb01c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Users need to know what’s in it for them. Instead of “Order now”, try “Order now to get your laptop within a week.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"14154f636fe0\",\"_type\":\"block\",\"children\":[{\"_key\":\"968de57b39fb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use numbers when possible\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"f7133bc7a38c\",\"_type\":\"block\",\"children\":[{\"_key\":\"033b427f1f4d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Specific figures (discount percentages, pricing, shipping times) can help boost conversions and make your CTA more persuasive.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"46f88a931e9f\",\"_type\":\"block\",\"children\":[{\"_key\":\"ccc1182affd80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use push action buttons\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"a9158f52413a\",\"_type\":\"block\",\"children\":[{\"_key\":\"e704877df6cf0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Users can interact directly with your app from a notification without needing to click into an app experience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d30d551febf8\",\"_type\":\"richImage\",\"alt\":\"Smartphone screen showing a \\\"New connection request\\\" notification from Taylor Francis with \\\"Accept\\\" and \\\"Decline\\\" buttons.\",\"asset\":{\"_ref\":\"image-93c2e96eb32b6b5e75578747286a8727bd9c8a0f-2400x900-png\",\"_type\":\"reference\"}},{\"_key\":\"325df4774b76\",\"_type\":\"anchor\",\"anchorId\":\"strategies\"},{\"_key\":\"089e5f7467b9\",\"_type\":\"block\",\"children\":[{\"_key\":\"0d0627e631fb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Push notification best practices: 8 strategies for higher engagement\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"013b5181c605\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e1429e05f0c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Use push notifications to keep users engaged beyond the app\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"accfc6d945b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"5cd3c0f3a2d20\",\"_type\":\"span\",\"marks\":[],\"text\":\"One of the biggest challenges for mobile brands is \"},{\"_key\":\"5cd3c0f3a2d21\",\"_type\":\"span\",\"marks\":[\"704b7282d0d1\"],\"text\":\"retaining new users\"},{\"_key\":\"5cd3c0f3a2d22\",\"_type\":\"span\",\"marks\":[],\"text\":\". Following push notification best practices helps keep them engaged and encourages ongoing interaction. Push notifications—and other messaging channels—help brands reconnect with users, remind them of the app’s value, and encourage continued interaction.\"}],\"markDefs\":[{\"_key\":\"704b7282d0d1\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/complete-guide-to-retention-marketing\"}],\"style\":\"normal\"},{\"_key\":\"cbab2ab6cb2e\",\"_type\":\"block\",\"children\":[{\"_key\":\"33c89297bfbe0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Far too often, companies invest heavily in app development but neglect user retention strategies. Push notifications are a powerful tool to keep users coming back—don’t overlook them.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"56ea43352e34\",\"_type\":\"block\",\"children\":[{\"_key\":\"12df777035130\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Push permissions aren’t automatic—you have to earn them\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"8fd215dc3348\",\"_type\":\"block\",\"children\":[{\"_key\":\"b8b92a484d730\",\"_type\":\"span\",\"marks\":[],\"text\":\"Many brands mistakenly believe they can start sending push notifications to all users immediately. However, push is an opt-in channel—users must grant permission first. Simply downloading the app doesn’t mean they’ve agreed to receive notifications.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"019394066605\",\"_type\":\"block\",\"children\":[{\"_key\":\"292bb344a0260\",\"_type\":\"span\",\"marks\":[],\"text\":\"How you request permission can significantly impact opt-in rates. If users decline, your ability to reach them later is limited. To increase opt-ins, consider using a \"},{\"_key\":\"292bb344a0261\",\"_type\":\"span\",\"marks\":[\"95bedad54e1b\"],\"text\":\"push primer\"},{\"_key\":\"292bb344a0262\",\"_type\":\"span\",\"marks\":[],\"text\":\"—an initial message explaining the value of enabling push notifications. This allows you to ask again later if they decline the first time.\"}],\"markDefs\":[{\"_key\":\"95bedad54e1b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/push-notifications-opt-in\"}],\"style\":\"normal\"},{\"_key\":\"77a02cd774d7\",\"_type\":\"block\",\"children\":[{\"_key\":\"4ec11bfa2be00\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Track push opt-ins, uninstalls, and conversions to measure success\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1b729c7c0b1f\",\"_type\":\"block\",\"children\":[{\"_key\":\"595af5ece7d50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Push notifications are an excellent way to re-engage users—but only when used strategically. Sending too many or \"},{\"_key\":\"595af5ece7d51\",\"_type\":\"span\",\"marks\":[\"68982e572fc6\"],\"text\":\"irrelevant notifications\"},{\"_key\":\"595af5ece7d52\",\"_type\":\"span\",\"marks\":[],\"text\":\" can drive users away.\"}],\"markDefs\":[{\"_key\":\"68982e572fc6\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/dont-bury-customers-notifications\"}],\"style\":\"normal\"},{\"_key\":\"dee1bfa799bc\",\"_type\":\"block\",\"children\":[{\"_key\":\"b3eb4768177b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"To assess whether your push strategy is working, monitor:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fca2f333ce78\",\"_type\":\"block\",\"children\":[{\"_key\":\"19968a3698940\",\"_type\":\"span\",\"marks\":[],\"text\":\"Push opt-in rates (how many users allow notifications)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"49555c64339b\",\"_type\":\"block\",\"children\":[{\"_key\":\"ab2565400a3b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Uninstall rates (how many delete the app after receiving notifications)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0a54b70f431c\",\"_type\":\"block\",\"children\":[{\"_key\":\"6b56a524683c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Conversion rates (how many users take action after receiving a notification).\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ffcc8a3eb9d6\",\"_type\":\"block\",\"children\":[{\"_key\":\"1e9c7705dcde0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Striking the right balance is important. While push can boost short-term engagement, excessive notifications can lead to long-term losses, with users opting out or uninstalling the app altogether. If that happens, it’s much harder to win them back.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3024073b0a75\",\"_type\":\"block\",\"children\":[{\"_key\":\"83ec1f933f640\",\"_type\":\"span\",\"marks\":[],\"text\":\"For brands using a cross-channel approach, there’s the option to use other channels, like email to send \"},{\"_key\":\"83ec1f933f641\",\"_type\":\"span\",\"marks\":[\"a2d5a8f62980\"],\"text\":\"re-permission campaigns\"},{\"_key\":\"83ec1f933f642\",\"_type\":\"span\",\"marks\":[],\"text\":\" that give a gentle tap urging customers to opt back in for push. However, it can be difficult to change minds, so monitoring and adjusting their campaigns can help reduce opt-outs and uninstalls ahead of time.\"}],\"markDefs\":[{\"_key\":\"a2d5a8f62980\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/push-repermission-campaigns\"}],\"style\":\"normal\"},{\"_key\":\"a04dd562be3e\",\"_type\":\"block\",\"children\":[{\"_key\":\"400234fdf3910\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Consider differences between Android and iOS users\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e35fb2455b72\",\"_type\":\"block\",\"children\":[{\"_key\":\"6e44aad6968c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"User behavior can vary depending on the mobile operating system. For example, Android users tend to engage more with push notifications because their device retains them until they’re manually dismissed. On iOS, once a user opens one notification, the rest are cleared from the lock screen.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9343ffbdbd06\",\"_type\":\"block\",\"children\":[{\"_key\":\"b9f6583c51f80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Engagement and retention rates \"},{\"_key\":\"b9f6583c51f81\",\"_type\":\"span\",\"marks\":[\"6af34d8166a3\"],\"text\":\"can differ\"},{\"_key\":\"b9f6583c51f82\",\"_type\":\"span\",\"marks\":[],\"text\":\" between Android and iOS. Marketers should take these differences into account when analyzing their push notification performance across platforms.\"}],\"markDefs\":[{\"_key\":\"6af34d8166a3\",\"_type\":\"link\",\"href\":\"https://adapty.io/blog/iphone-vs-android-users/\"}],\"style\":\"normal\"},{\"_key\":\"29d633e48b1b\",\"_type\":\"block\",\"children\":[{\"_key\":\"4fcff3b9953b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Look at long-term trends, not just immediate results\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0a6f657da78c\",\"_type\":\"block\",\"children\":[{\"_key\":\"75c0c7a1bf820\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s tempting to focus on immediate engagement spikes after sending push notifications, but long-term patterns matter more. Many users will ignore unwanted notifications for a while before deciding to disable them or uninstall the app.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7912a4108d67\",\"_type\":\"block\",\"children\":[{\"_key\":\"ae60ff0cf04a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Additionally, novelty effects can skew early data. For example, new notification styles, like adding emojis, may initially boost engagement, but that impact can fade over time. Keep an eye on trends to avoid making short-term decisions that don’t hold up in the long run.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c68b8ab8f527\",\"_type\":\"block\",\"children\":[{\"_key\":\"7502b0cffb940\",\"_type\":\"span\",\"marks\":[],\"text\":\"6. Be strategic about timing and frequency\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6ed99dbe73f6\",\"_type\":\"block\",\"children\":[{\"_key\":\"7c5cf11da0e40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Even highly interested users won’t appreciate a push notification when they’re sleeping. Timing matters. Sending notifications when users are asleep or inactive reduces engagement and increases the likelihood of them being ignored.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"326504c657e2\",\"_type\":\"block\",\"children\":[{\"_key\":\"fdce6b85c5110\",\"_type\":\"span\",\"marks\":[],\"text\":\"To maximize effectiveness, \"},{\"_key\":\"fdce6b85c5111\",\"_type\":\"span\",\"marks\":[\"1951a24083a5\"],\"text\":\"analyze user behavior\"},{\"_key\":\"fdce6b85c5112\",\"_type\":\"span\",\"marks\":[],\"text\":\" and send messages during their peak engagement windows. The Braze platform offers \"},{\"_key\":\"fdce6b85c5113\",\"_type\":\"span\",\"marks\":[\"ba166ade52df\"],\"text\":\"send-time optimization\"},{\"_key\":\"fdce6b85c5114\",\"_type\":\"span\",\"marks\":[],\"text\":\", automatically delivering push notifications when each user is most likely to engage.\"}],\"markDefs\":[{\"_key\":\"1951a24083a5\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/collecting-right-customer-data\"},{\"_key\":\"ba166ade52df\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/send-time-optimization-personalization-tool\"}],\"style\":\"normal\"},{\"_key\":\"6aa447c0039c\",\"_type\":\"block\",\"children\":[{\"_key\":\"ab097f3bfd22\",\"_type\":\"span\",\"marks\":[],\"text\":\"7. Personalization goes beyond just adding a name\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"5b0c0bfd608d\",\"_type\":\"richImage\",\"alt\":\"a before and after image of a notification on a phone\",\"asset\":{\"_ref\":\"image-c847d0406d6699917b0c7318836f681be81693cc-2400x1200-png\",\"_type\":\"reference\"}},{\"_key\":\"80751d438080\",\"_type\":\"block\",\"children\":[{\"_key\":\"2069ef982f260\",\"_type\":\"span\",\"marks\":[],\"text\":\"A user’s name in a push notification can grab attention, but \"},{\"_key\":\"2069ef982f261\",\"_type\":\"span\",\"marks\":[\"02fd33f264f2\"],\"text\":\"true personalization\"},{\"_key\":\"2069ef982f262\",\"_type\":\"span\",\"marks\":[],\"text\":\" involves much more. Leverage customer data to make notifications relevant and tailored to individual users.\"}],\"markDefs\":[{\"_key\":\"02fd33f264f2\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/be-the-trusted-advisor-personalizing-customer-outreach-the-right-way\"}],\"style\":\"normal\"},{\"_key\":\"c4e8c2daaaea\",\"_type\":\"block\",\"children\":[{\"_key\":\"2b86254cf6aa0\",\"_type\":\"span\",\"marks\":[],\"text\":\"For example, instead of a generic “Check out our new arrivals,” try “Your favorite brand just dropped a new collection—shop now!” By showing that you \"},{\"_key\":\"2b86254cf6aa1\",\"_type\":\"span\",\"marks\":[\"95c3f4355336\"],\"text\":\"understand users’ preferences\"},{\"_key\":\"2b86254cf6aa2\",\"_type\":\"span\",\"marks\":[],\"text\":\", you increase the likelihood of engagement.\"}],\"markDefs\":[{\"_key\":\"95c3f4355336\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/customer-attributes-let-you-reach-your-customers\"}],\"style\":\"normal\"},{\"_key\":\"fbfaa8049de7\",\"_type\":\"block\",\"children\":[{\"_key\":\"693c2bbdfa790\",\"_type\":\"span\",\"marks\":[],\"text\":\"8. Push notifications should lead users to the right place\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"5544c9b96a67\",\"_type\":\"block\",\"children\":[{\"_key\":\"bf70a5aeb31b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"There’s nothing more frustrating than clicking on an engaging push notification, only to land on the app’s home screen instead of the relevant page. Users expect to be taken directly to what was promised in the notification.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"596628031028\",\"_type\":\"block\",\"children\":[{\"_key\":\"5af0b802a7ed0\",\"_type\":\"span\",\"marks\":[],\"text\":\"For example, if an e-commerce app promotes a specific product, clicking the notification should open that exact product page—not the homepage. Use deep\"},{\"_key\":\"5af0b802a7ed1\",\"_type\":\"span\",\"marks\":[\"5a7fd095f622\"],\"text\":\" linking\"},{\"_key\":\"5af0b802a7ed2\",\"_type\":\"span\",\"marks\":[],\"text\":\" to send users where they expect, improving the overall experience and increasing conversions.\"}],\"markDefs\":[{\"_key\":\"5a7fd095f622\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/deep-linking-appboy-branch-metrics\"}],\"style\":\"normal\"},{\"_key\":\"496530cebb89\",\"_type\":\"anchor\",\"anchorId\":\"examples\"},{\"_key\":\"c273c02c9f50\",\"_type\":\"block\",\"children\":[{\"_key\":\"c328fcbd0c3a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Push notifications best practices in Action: 3 campaigns that got it right\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"c6661491bd6c\",\"_type\":\"block\",\"children\":[{\"_key\":\"43b67397c0f40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Chicken, buckets and data: The secret recipe to KFC India’s winning cross-channel campaign\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"13bc99b2e1b7\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8afbbb62dcd0\",\"_type\":\"span\",\"marks\":[\"e4c635e98b59\"],\"text\":\"KFC India\"},{\"_key\":\"a8afbbb62dcd1\",\"_type\":\"span\",\"marks\":[],\"text\":\" has a mission–to be the most heart-led QSR brand in the world. With over 1,000 locations in India, and a major growth market for the global brand, customer engagement is key to their success.\"}],\"markDefs\":[{\"_key\":\"e4c635e98b59\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/kfc-india-case-study\"}],\"style\":\"normal\"},{\"_key\":\"944f754f7e46\",\"_type\":\"block\",\"children\":[{\"_key\":\"490812c510d90\",\"_type\":\"span\",\"marks\":[],\"text\":\"The challenge\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"dbfb1b3e80fc\",\"_type\":\"block\",\"children\":[{\"_key\":\"fd73b0dd045f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"KFC India was looking to launch more innovative campaigns, and had been stifled by their previous platform. They were excited to bring their more creative ideas to life with Braze and identified an opportunity to drive more purchases and increase customer growth through app engagement and a gamified campaign.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"86d35fe2152e\",\"_type\":\"block\",\"children\":[{\"_key\":\"945f6f7bfdd20\",\"_type\":\"span\",\"marks\":[],\"text\":\"The solution\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"86f02bc3ec8c\",\"_type\":\"block\",\"children\":[{\"_key\":\"39925fd1ee7e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Using a mix of channels, including email, push notifications, and in-app messages, they came up with “Bucket It”, where users could earn rewards by playing a game. Push notifications really drove game participation as they were sent daily to users who had not claimed rewards in the last 3 days, making them an integral part of this cross-channel campaign.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6f49b7c71905\",\"_type\":\"richImage\",\"alt\":\"KFC's \\\"Bucket It\\\" game promoted on a smartphone app and through two social media posts, featuring a cartoon chicken and food items.\",\"asset\":{\"_ref\":\"image-b24949870c8bcc7a95a0efb373e3a508dd796971-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"62bf1b5ebb0d\",\"_type\":\"block\",\"children\":[{\"_key\":\"b590bcd2a72e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The results\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"ab9e4a54251f\",\"_type\":\"block\",\"children\":[{\"_key\":\"46b6ef60e59a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The \\\"Bucket It\\\" campaign led to 22% increase in average daily orders per store, 23% lift in daily revenue per store, 22% growth in new users, and 27% growth in repeat orders.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e8ebd36b71d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"e63c3f00297a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"A fresh take on customer engagement: How mon-marche.fr drove more orders with personalized push notifications\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"99651866b479\",\"_type\":\"block\",\"children\":[{\"_key\":\"a063aaca0dfb0\",\"_type\":\"span\",\"marks\":[\"f1b2a706f7fc\"],\"text\":\"Mon-marché.fr\"},{\"_key\":\"a063aaca0dfb1\",\"_type\":\"span\",\"marks\":[],\"text\":\" is a Paris-based online grocer, bringing the best of the market straight to the doorsteps of households across Paris and beyond, delivering fresh produce, meat, dairy, and more. Customer engagement is essential to their success and the mon-marché.fr team needed to be able to use additional data for tailored messaging without having to bring in external tech resources.\"}],\"markDefs\":[{\"_key\":\"f1b2a706f7fc\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/mon-marche-case-study\"}],\"style\":\"normal\"},{\"_key\":\"a2840cd34c09\",\"_type\":\"block\",\"children\":[{\"_key\":\"cb0ecf38e1bf0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The challenge\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"bbfdce4a5f82\",\"_type\":\"block\",\"children\":[{\"_key\":\"cdfcd7a77ee20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Mon-marché.fr wanted to tap into additional customer data to deliver more personalized messaging that drove orders—all without needing dedicated technical resources to integrate external data into Braze.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"de070044002f\",\"_type\":\"block\",\"children\":[{\"_key\":\"439796d0d7650\",\"_type\":\"span\",\"marks\":[],\"text\":\"The solution\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"182cfd0306e3\",\"_type\":\"block\",\"children\":[{\"_key\":\"32ecc965d7080\",\"_type\":\"span\",\"marks\":[],\"text\":\"Using \"},{\"_key\":\"32ecc965d7081\",\"_type\":\"span\",\"marks\":[\"839ff30a7ac1\"],\"text\":\"Braze Data Transformation\"},{\"_key\":\"32ecc965d7082\",\"_type\":\"span\",\"marks\":[],\"text\":\", mon-marché.fr found an intuitive way to seamlessly import and activate valuable customer data, making it easier to personalize content at scale. They launched a campaign that sent out reminders to customers to place an order through weekly, bi-weekly, and monthly push notifications. Each message was individualized using \"},{\"_key\":\"32ecc965d7083\",\"_type\":\"span\",\"marks\":[\"e810767de3aa\"],\"text\":\"Braze Connected Content.\"}],\"markDefs\":[{\"_key\":\"839ff30a7ac1\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/data_and_analytics/data_transformation/overview/\"},{\"_key\":\"e810767de3aa\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-connected-content\"}],\"style\":\"normal\"},{\"_key\":\"469b1adae436\",\"_type\":\"richImage\",\"alt\":\"a notification on a phone that says c'est mon-marché.fr\",\"asset\":{\"_ref\":\"image-8d7347b0e45fa90d2de7877777856bc70d084573-2400x800-png\",\"_type\":\"reference\"}},{\"_key\":\"4dada8a89e2f\",\"_type\":\"block\",\"children\":[{\"_key\":\"fbf5bd4988ae0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The results\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"83fbb6ebefa8\",\"_type\":\"block\",\"children\":[{\"_key\":\"ada7b771d4e50\",\"_type\":\"span\",\"marks\":[],\"text\":\"With greater access to customer data, mon-marché.fr gained new opportunities to personalize messaging, engage customers, and drive brand growth. The result was a 21% push open rate and a 43% increase in orders.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a67967a3b4ce\",\"_type\":\"block\",\"children\":[{\"_key\":\"cd95c8b5561c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Racing to success: NASCAR's fast track to fan engagement\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b4108574e069\",\"_type\":\"block\",\"children\":[{\"_key\":\"ca07d6e699160\",\"_type\":\"span\",\"marks\":[],\"text\":\"For over 70 years, \"},{\"_key\":\"ca07d6e699161\",\"_type\":\"span\",\"marks\":[\"9fbb6e070d5d\"],\"text\":\"NASCAR\"},{\"_key\":\"ca07d6e699162\",\"_type\":\"span\",\"marks\":[],\"text\":\" has captivated audiences with heart-pounding races and a massive global fanbase. With nearly three million viewers tuning in per race and events broadcast in 186 countries, NASCAR isn't just about the races—it’s about engaging fans through live coverage, driver stats, and race results on NASCAR.com.\"}],\"markDefs\":[{\"_key\":\"9fbb6e070d5d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/nascar-case-study\"}],\"style\":\"normal\"},{\"_key\":\"31d7ad3d1cac\",\"_type\":\"block\",\"children\":[{\"_key\":\"2040efba4a2d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The challenge\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"0571903f0294\",\"_type\":\"block\",\"children\":[{\"_key\":\"4ecb55de00fe0\",\"_type\":\"span\",\"marks\":[],\"text\":\"While NASCAR had a strong digital presence, they realized that many of their most tech-savvy fans weren't always tuned into their site. This led to missed opportunities for engagement with race news, press conferences, and live updates.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"09d8e61bc2b7\",\"_type\":\"block\",\"children\":[{\"_key\":\"ecff28f23a510\",\"_type\":\"span\",\"marks\":[],\"text\":\"The solution\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"c29c9e9d486c\",\"_type\":\"block\",\"children\":[{\"_key\":\"c9764109ce1b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"To tackle this, NASCAR turned to web push notifications as a strategic way to drive traffic back to NASCAR.com. Their goal? To deliver timely, engaging content directly to fans—without interrupting their browsing experience. From promoting race recaps to sneak previews of upcoming races, web push became a valuable tool for keeping fans informed. They even used push notifications to drive app downloads, expanding their reach across platforms.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fba79eea286a\",\"_type\":\"richImage\",\"alt\":\"Two notifications from nascar.com with Chrome logos, about NASCAR playoffs and fantasy.\",\"asset\":{\"_ref\":\"image-832353393fa5598f677ef0add311be36f00f1eb2-2400x800-png\",\"_type\":\"reference\"}},{\"_key\":\"eb7f05e4450c\",\"_type\":\"block\",\"children\":[{\"_key\":\"314df29aaf4b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Results\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"a1bd7576bd1f\",\"_type\":\"block\",\"children\":[{\"_key\":\"e63a71813f220\",\"_type\":\"span\",\"marks\":[],\"text\":\"The push for web push notifications paid off. NASCAR achieved an impressive 13.5% open rate on content-related messages and 9.6% on app download prompts. This strategy ensured that NASCAR was always front-and-center in fans' digital lives, boosting engagement and page views for premium content.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f611792aa6b9\",\"_type\":\"anchor\",\"anchorId\":\"success\"},{\"_key\":\"18a54a3b7f81\",\"_type\":\"block\",\"children\":[{\"_key\":\"84fce827e8e50\",\"_type\":\"span\",\"marks\":[],\"text\":\"How to measure the success of push notifications\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"4551c4c5dcc1\",\"_type\":\"block\",\"children\":[{\"_key\":\"ac4a83f7454a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"To refine your \"},{\"_key\":\"ac4a83f7454a1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"push notification marketing\"},{\"_key\":\"ac4a83f7454a2\",\"_type\":\"span\",\"marks\":[],\"text\":\" strategy, it’s essential to track key performance metrics that determine what’s working and where adjustments are needed.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"aa7782f67c06\",\"_type\":\"block\",\"children\":[{\"_key\":\"a783d645ee570\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Push notification opt-in rate\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1e9d48a6b704\",\"_type\":\"block\",\"children\":[{\"_key\":\"49d795e2b4b30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Unlike in-app channels such as \"},{\"_key\":\"49d795e2b4b31\",\"_type\":\"span\",\"marks\":[\"68f4e1e8a388\"],\"text\":\"Content Cards\"},{\"_key\":\"49d795e2b4b32\",\"_type\":\"span\",\"marks\":[],\"text\":\" or \"},{\"_key\":\"49d795e2b4b33\",\"_type\":\"span\",\"marks\":[\"2539543a7734\"],\"text\":\"in-app messages\"},{\"_key\":\"49d795e2b4b34\",\"_type\":\"span\",\"marks\":[],\"text\":\" that appear when a user visits your app or website, push notifications reach users even when they’re not actively engaged—but only after they have explicitly opted in. Therefore, your opt-in rate not only shows how many users you can reach, but also reflects your audience’s overall sentiment toward receiving these messages.\"}],\"markDefs\":[{\"_key\":\"68f4e1e8a388\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/9-tips-and-tricks-for-braze-content-cards\"},{\"_key\":\"2539543a7734\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/in-app-messaging\"}],\"style\":\"normal\"},{\"_key\":\"1d1ed57b60a0\",\"_type\":\"block\",\"children\":[{\"_key\":\"4877a0ad19560\",\"_type\":\"span\",\"marks\":[],\"text\":\"Many users have experienced apps that bombard them with too many, too frequent, poorly timed, or irrelevant push notifications. Such negative experiences can drive users to opt out—even if those missteps were caused by another brand. To improve your opt-in rate, consider using custom opt-in prompts for new customers instead of default system messages. And if someone has already opted out, it might not be the end. A well-designed re-permissioning campaign, with personalized messaging and tailored incentives across different channels, can encourage users to reconsider opting in.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9af71951ea91\",\"_type\":\"richImage\",\"alt\":\"Formula for Push Opt-In Rate: mobile app users who opt into push notifications divided by total mobile app users.\",\"asset\":{\"_ref\":\"image-7b89cf190d5dd14411b75115f98a0b5586a0a3e1-2400x600-png\",\"_type\":\"reference\"}},{\"_key\":\"07a536c2ecde\",\"_type\":\"block\",\"children\":[{\"_key\":\"e42e2164bae70\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Push notification open rate\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"8b79be1d94a5\",\"_type\":\"block\",\"children\":[{\"_key\":\"6261301ebc180\",\"_type\":\"span\",\"marks\":[],\"text\":\"While the opt-in rate tells you what percentage of your total audience is available for push notifications, the open rate reveals how many of those users are actually engaging with your messages. However, simply counting the number of taps on your notifications might not capture the full impact of your push campaigns.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cf24f4433960\",\"_type\":\"richImage\",\"alt\":\"direct push opens = number of times users tap on the push notifications they receive which in turn triggers direct app opens\",\"asset\":{\"_ref\":\"image-ae59da7e6663bac9e46df1f634c45c5962870824-2400x516-png\",\"_type\":\"reference\"}},{\"_key\":\"9764bfd8a240\",\"_type\":\"block\",\"children\":[{\"_key\":\"64289c09c19c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Consider measuring direct push opens, which count the users who actively click on your notifications. A high direct open rate is a strong indicator that your messages are engaging, as users typically won’t interact with notifications they find uninteresting.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d60a29660136\",\"_type\":\"block\",\"children\":[{\"_key\":\"117ff56ec0ad0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Keep in mind that opt-ins and direct opens should go hand-in-hand. Ideally, a high opt-in rate paired with a high open rate means your users see value in your notifications. Conversely, low opt-in and open rates may indicate that your messages are either too frequent or irrelevant.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5330db4a5643\",\"_type\":\"block\",\"children\":[{\"_key\":\"766ee8cc66e40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Leveraging marketing automation to create more targeted and valuable experiences can help improve these metrics. For example, language learning platform Busuu used dynamic personalization tools to boost the relevance of their notifications, resulting in a \"},{\"_key\":\"766ee8cc66e41\",\"_type\":\"span\",\"marks\":[\"fb9dd5185974\"],\"text\":\"70% increase in direct opens\"},{\"_key\":\"766ee8cc66e42\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"fb9dd5185974\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/busuu-client-story\"}],\"style\":\"normal\"},{\"_key\":\"68cb7db55884\",\"_type\":\"richImage\",\"alt\":\"Influenced Push Opens are defined as the number of times users manually open an app after receiving a push notification, rather than tapping the notification directly.\",\"asset\":{\"_ref\":\"image-525176e7bc5ccbcdb44e2a15af6d76880b4f3338-2400x558-png\",\"_type\":\"reference\"}},{\"_key\":\"d1dafe87cc50\",\"_type\":\"block\",\"children\":[{\"_key\":\"67361c0535e90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Moreover, focusing solely on direct opens can miss additional engagement. Many users might view a notification on their lock screen or notification center and later take action without clicking the message directly—these are known as influenced opens.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c569ba2f6549\",\"_type\":\"block\",\"children\":[{\"_key\":\"a15476326be3\",\"_type\":\"span\",\"marks\":[],\"text\":\"By tracking both direct and influenced opens, you gain a more complete picture of your notification performance. If influenced opens are strong while direct opens lag, it might suggest that your app’s value is recognized, even if your messaging could benefit from tweaks like adding push action buttons.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f3b413d39f2f\",\"_type\":\"richImage\",\"alt\":\"Total Push Opens = Number of direct opens + number of influenced opens.\",\"asset\":{\"_ref\":\"image-88da01b7f1adc6c89695fdc84250506fb42d1af3-2400x516-png\",\"_type\":\"reference\"}},{\"_key\":\"5fcb6dc56caa\",\"_type\":\"block\",\"children\":[{\"_key\":\"6f0c5d77ce580\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Push notification conversion rate\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7a07fe7f0c56\",\"_type\":\"block\",\"children\":[{\"_key\":\"58b697f00b840\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s encouraging to see that users who receive your push notifications are clicking on them and starting sessions in your app. However, the true goal of these notifications is to prompt specific actions—whether that’s making a purchase, subscribing to a service, upgrading the app, or another key outcome.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6b6285b78467\",\"_type\":\"block\",\"children\":[{\"_key\":\"ff40915e41c40\",\"_type\":\"span\",\"marks\":[],\"text\":\"To measure this, track your conversion rate by setting a clear conversion goal for each campaign. Typically, messaging is most effective when it focuses on one strong call-to-action rather than multiple competing ones. Unfortunately, many brands fail to define a central goal, making it difficult to assess campaign success. By prioritizing a single objective for each campaign, you can more effectively evaluate which efforts are driving results and which may need refinement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f68c15b43340\",\"_type\":\"block\",\"children\":[{\"_key\":\"f8e34f24ed880\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Push notification revenue\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"086c6607b485\",\"_type\":\"block\",\"children\":[{\"_key\":\"b20f619eab48\",\"_type\":\"span\",\"marks\":[],\"text\":\"When push notifications are used to drive purchases, subscriptions, or other revenue-generating actions, it’s crucial to assess their impact on your bottom line. One effective method is to monitor purchase events, which track digital transactions made by users on their customer profiles. These events help you determine each user’s lifetime value (LTV) and understand the direct revenue impact of your messaging.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6eee637b4c46\",\"_type\":\"richImage\",\"alt\":\"a sign that says push notification = total amount of direct campaign revenue associated with a given push message or campaign via purchase events\",\"asset\":{\"_ref\":\"image-ff7ed18edc20a0c59f770e6f728221eebb7e3d21-2400x590-png\",\"_type\":\"reference\"}},{\"_key\":\"4b71b2ba5977\",\"_type\":\"block\",\"children\":[{\"_key\":\"695b70033b940\",\"_type\":\"span\",\"marks\":[],\"text\":\"Keep in mind that purchase events need to be set up before launching your campaign to accurately populate user profiles. Planning ahead is essential if you want to fully grasp how your push campaigns contribute to overall revenue.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eb138bcca6e4\",\"_type\":\"block\",\"children\":[{\"_key\":\"86562ccf828a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"By closely monitoring these four metrics, you can refine your push notification strategy to drive meaningful results for your business.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"781f6346ca27\",\"_type\":\"anchor\",\"anchorId\":\"improve\"},{\"_key\":\"3e2bd49497b2\",\"_type\":\"block\",\"children\":[{\"_key\":\"2bdbd341d7e70\",\"_type\":\"span\",\"marks\":[],\"text\":\"How to improve your push notification strategy\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"632580225084\",\"_type\":\"block\",\"children\":[{\"_key\":\"e38c3e7671be0\",\"_type\":\"span\",\"marks\":[],\"text\":\"When it comes to connecting with customers throughout their journey, one messaging channel truly stands out: \"},{\"_key\":\"e38c3e7671be1\",\"_type\":\"span\",\"marks\":[\"580130b377aa\"],\"text\":\"Push notifications\"},{\"_key\":\"e38c3e7671be2\",\"_type\":\"span\",\"marks\":[],\"text\":\". These short, attention-grabbing messages can re-engage inactive users or keep customers informed about app updates, fresh content, timely promotions, and other important information. In fact, in our \"},{\"_key\":\"e38c3e7671be3\",\"_type\":\"span\",\"marks\":[\"2479f5bf76cb\"],\"text\":\"Push Notification Guide: What They Are, How They Work and Why They Matter\"},{\"_key\":\"e38c3e7671be4\",\"_type\":\"span\",\"marks\":[],\"text\":\", we found that the right push notification strategy can take your customer outreach from 0 to nearly 2X, and the right cross-channel strategy can take engagement from 0 to more than 8X.\"}],\"markDefs\":[{\"_key\":\"580130b377aa\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/push-notifications\"},{\"_key\":\"2479f5bf76cb\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/push-notifications/confirmation#gated-resource-form-panel\"}],\"style\":\"normal\"},{\"_key\":\"ad9fa114f304\",\"_type\":\"block\",\"children\":[{\"_key\":\"d1aeae71748b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"However, while every app can benefit from push notifications, not all platforms are built the same. It’s not enough to simply send messages—you need the right tools to build a push notification campaign that truly connects with your audience. To get the most out of this powerful channel, choose a push platform that offers these key features:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0e8fdf966080\",\"_type\":\"block\",\"children\":[{\"_key\":\"eadbdbfa51b40\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Personalization for push notifications\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b1ec32121bd6\",\"_type\":\"block\",\"children\":[{\"_key\":\"274b5f4bb8340\",\"_type\":\"span\",\"marks\":[],\"text\":\"Sending generic, one-size-fits-all messages can miss the mark. Users want to feel recognized as individuals, not just another number. \"},{\"_key\":\"274b5f4bb8341\",\"_type\":\"span\",\"marks\":[\"d96aed0c4c5e\"],\"text\":\"Smarter HQ’s 2019 Privacy and Personalization Report \"},{\"_key\":\"274b5f4bb8342\",\"_type\":\"span\",\"marks\":[],\"text\":\"found that 72% of consumers engage only with marketing messages tailored to their interests. To avoid alienating your audience, make sure your push platform lets you adjust messages based on user data, behavior, and interests.\"}],\"markDefs\":[{\"_key\":\"d96aed0c4c5e\",\"_type\":\"link\",\"href\":\"https://smarterhq.com/privacy-report\"}],\"style\":\"normal\"},{\"_key\":\"8d4dc72c9300\",\"_type\":\"block\",\"children\":[{\"_key\":\"db9bc493f0dd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"For example, if a user leaves items in their cart, you could send a personalized reminder featuring those items. In a media or entertainment app, you might recommend videos or articles based on what the user has enjoyed before. And personalization isn’t limited to promotions—it can also make product updates, tips, and reminders feel more relevant by matching the content to each user’s needs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e8d1ac813dfe\",\"_type\":\"block\",\"children\":[{\"_key\":\"d3a54c58a3780\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customization should extend beyond the message itself. Use deep links so that when a user taps a notification, they are taken directly to the relevant section of your app rather than a generic homepage. This seamless experience helps preserve the value of your carefully crafted message.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"06c5a49e900a\",\"_type\":\"richImage\",\"alt\":\"a notification on a cell phone says wondering what to watch now\",\"asset\":{\"_ref\":\"image-851cb08dbac593be98e58243e30bf75909fe6641-2400x800-png\",\"_type\":\"reference\"}},{\"_key\":\"cf94c62bdeec\",\"_type\":\"block\",\"children\":[{\"_key\":\"64dce7b97dce0\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Location-based and geo-triggered notifications\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"f3414f90f0e5\",\"_type\":\"block\",\"children\":[{\"_key\":\"ce50ee2c970f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Sometimes, relevance depends on where your users are. If your push platform can target messages based on location or use geofencing to trigger notifications, you can deliver timely, region-specific updates that resonate.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d36578436517\",\"_type\":\"richImage\",\"alt\":\"A phone displays a notification with a rocket icon, reading: \\\"Eat local—and skip the fees! Looking to dine in? Order from a neighborhood favorite like Golden Chopsticks tonight and delivery is free!\\\"\",\"asset\":{\"_ref\":\"image-e885894733a78d71ec98faf6e9af71d96c0ce5fc-2400x800-png\",\"_type\":\"reference\"}},{\"_key\":\"483bd904a569\",\"_type\":\"block\",\"children\":[{\"_key\":\"fcc2e8051354\",\"_type\":\"span\",\"marks\":[],\"text\":\"According to the Pew Research Center, \"},{\"_key\":\"a325a0648de9\",\"_type\":\"span\",\"marks\":[\"7772366603a8\"],\"text\":\"up to 83% of app users\"},{\"_key\":\"4540ce911920\",\"_type\":\"span\",\"marks\":[],\"text\":\" consider location data essential for a great mobile experience.\"}],\"markDefs\":[{\"_key\":\"7772366603a8\",\"_type\":\"link\",\"href\":\"http://geoawesomeness.com/expected-trends-technological-advancements-location-based-services/\"}],\"style\":\"normal\"},{\"_key\":\"241280ddf066\",\"_type\":\"richImage\",\"alt\":\"a notification on a phone that says jeans looking a little ragged\",\"asset\":{\"_ref\":\"image-bcc900b10bfdaabad99e72d93a8e9b859b97882e-2400x800-png\",\"_type\":\"reference\"}},{\"_key\":\"e840a008a67b\",\"_type\":\"block\",\"children\":[{\"_key\":\"3397592fc2a30\",\"_type\":\"span\",\"marks\":[],\"text\":\"For users who have shared their location data, demonstrate the benefit by sending offers or news specific to their area. Geo-triggered notifications, which activate when a user enters, leaves, or lingers in a defined area, let you share real-time updates—like alerting someone when they’re near one of your stores or reminding them about a ridesharing service as they exit an airport. Just be sure your push platform can automate campaigns using this type of data.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c01bf8b61e20\",\"_type\":\"block\",\"children\":[{\"_key\":\"49cfc59f06010\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Message testing support\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"d7563b4ea319\",\"_type\":\"block\",\"children\":[{\"_key\":\"3c3618f3ea69\",\"_type\":\"span\",\"marks\":[],\"text\":\"Creating effective push notifications often requires some trial and error. Great messaging evolves through testing and refinement. With the right tools, you can experiment with different versions of your messages using A/B or multivariate testing to see what drives the best engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8599748340cb\",\"_type\":\"richImage\",\"alt\":\"four different versions of a welcome message with a pug and a cat\",\"asset\":{\"_ref\":\"image-2f15d74ca48411219f2d2b4a5b9c4b4db0a6ab45-2400x1200-png\",\"_type\":\"reference\"}},{\"_key\":\"20a8c7119b27\",\"_type\":\"block\",\"children\":[{\"_key\":\"052c2ab29f650\",\"_type\":\"span\",\"marks\":[],\"text\":\"Testing helps you discover which message style inspires users to act—whether it’s making a purchase, signing up for a service, or another key action. Without the ability to test your notifications, you might not fully unlock the channel’s potential.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ea9a0ec6ccf4\",\"_type\":\"block\",\"children\":[{\"_key\":\"6f73f93fe2500\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Flexible push scheduling options\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3a4ae5a7c9fa\",\"_type\":\"block\",\"children\":[{\"_key\":\"08239b529b060\",\"_type\":\"span\",\"marks\":[],\"text\":\"Timing is critical with push notifications. Reaching your audience at just the right moment can be the difference between a successful interaction and an annoyed user. Your push platform should offer various scheduling options so your messages land at the optimal time. Consider these approaches:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e1dc6ad49571\",\"_type\":\"block\",\"children\":[{\"_key\":\"a3b6fe15bccf0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Time-based scheduling: Send messages immediately or at a set time—whether once or on a recurring schedule—to quickly share breaking news or updates.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a556be61b13e\",\"_type\":\"block\",\"children\":[{\"_key\":\"0465b0b482330\",\"_type\":\"span\",\"marks\":[\"fb4132f97fba\"],\"text\":\"Action-based scheduling\"},{\"_key\":\"0465b0b482331\",\"_type\":\"span\",\"marks\":[],\"text\":\": Automatically trigger notifications when a user takes a specific action, such as sending a thank-you message after a donation.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"fb4132f97fba\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/effortlessly-engage-users-based-on-individual-behavior-with-action-based-delivery\"}],\"style\":\"normal\"},{\"_key\":\"2a15cee11e73\",\"_type\":\"block\",\"children\":[{\"_key\":\"96a4deb88baf0\",\"_type\":\"span\",\"marks\":[\"1c5e61d78139\"],\"text\":\"Send-time optimized scheduling\"},{\"_key\":\"96a4deb88baf1\",\"_type\":\"span\",\"marks\":[],\"text\":\": Deliver messages during each user’s peak engagement times to maximize their impact.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"1c5e61d78139\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/real-time-data-based-insights\"}],\"style\":\"normal\"},{\"_key\":\"73a0f2907870\",\"_type\":\"block\",\"children\":[{\"_key\":\"faa5cb3636950\",\"_type\":\"span\",\"marks\":[\"46c82cab19ce\"],\"text\":\"API-triggered scheduling\"},{\"_key\":\"faa5cb3636951\",\"_type\":\"span\",\"marks\":[],\"text\":\": Use data from your own systems or external sources, like weather updates or location information, to trigger notifications automatically.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"46c82cab19ce\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/the-3-key-types-of-api-messaging-campaigns\"}],\"style\":\"normal\"},{\"_key\":\"e2f1efeeff2c\",\"_type\":\"block\",\"children\":[{\"_key\":\"0d68ddc770eb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"There’s no one-size-fits-all approach here. Tailor your scheduling to fit your audience’s habits and preferences.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"edc65d37954b\",\"_type\":\"block\",\"children\":[{\"_key\":\"7612156843b30\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Actionable push campaign analytics\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b471627a603f\",\"_type\":\"block\",\"children\":[{\"_key\":\"2fcd0bf26e810\",\"_type\":\"span\",\"marks\":[],\"text\":\"Data is essential when it comes to fine-tuning your push notifications. Without detailed insights into how your campaigns perform, you’re essentially guessing which messages work best. Analytics can show you which users are engaging, which campaigns drive the strongest response, and where improvements are needed.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"47a93b512675\",\"_type\":\"block\",\"children\":[{\"_key\":\"900d8ad0d7670\",\"_type\":\"span\",\"marks\":[],\"text\":\"When choosing a push platform, make sure it provides comprehensive analytics so you can adjust your strategy based on real data rather than assumptions. Remember, push notifications are just one part of your overall messaging mix. Integrating push data with metrics from emails, in-app messages, and other channels helps you get a full picture of your marketing performance.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ef1c5c49403f\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"3a8a8e4d03fe\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Download now\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/resources/reports-and-guides/braze-inspiration-guide\"}}],\"body\":[{\"_key\":\"b2f44aa3aa8b\",\"_type\":\"block\",\"children\":[{\"_key\":\"f3094eb213600\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Braze Inspiration Guide is here to help. This collection of 50 inspirational use cases can be easily customized to fit your unique needs and address your unique challenges.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"heading\":\"Need to find innovative ways to meet your business goals? \"},{\"_key\":\"9fb9032ba1fe\",\"_type\":\"anchor\",\"anchorId\":\"tips\"},{\"_key\":\"dab3ee293081\",\"_type\":\"block\",\"children\":[{\"_key\":\"117bf167e4c70\",\"_type\":\"span\",\"marks\":[],\"text\":\"11 Tips and tricks to help your push notifications stand out\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"20242490ec8d\",\"_type\":\"block\",\"children\":[{\"_key\":\"b5f5de11a9ab0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Companies that truly connect with their customers by adopting the latest \"},{\"_key\":\"b5f5de11a9ab1\",\"_type\":\"span\",\"marks\":[\"5a53798d9e06\"],\"text\":\"push notifications best practices\"},{\"_key\":\"b5f5de11a9ab2\",\"_type\":\"span\",\"marks\":[],\"text\":\" tend to boost lifetime value and keep acquisition costs low—a winning formula for sustainable growth.\"}],\"markDefs\":[{\"_key\":\"5a53798d9e06\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/push/best_practices/\"}],\"style\":\"normal\"},{\"_key\":\"9c2ed06f9478\",\"_type\":\"block\",\"children\":[{\"_key\":\"877d9fd7fe280\",\"_type\":\"span\",\"marks\":[],\"text\":\"As mobile marketing continues to evolve, strategies that work today may lose their impact tomorrow. A key element in your mobile marketing toolkit, should be to keep things fresh, win back lapsed users, and deliver meaningful results. Check out these top tips and tricks to help your push notifications stand out.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bbe84ba15156\",\"_type\":\"block\",\"children\":[{\"_key\":\"2c306d1021d40\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Master the timing of your push notifications\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0d68756288fe\",\"_type\":\"block\",\"children\":[{\"_key\":\"432dd98647a60\",\"_type\":\"span\",\"marks\":[],\"text\":\"Push notifications are a powerful tool for delivering time-sensitive calls to action. They also work wonders for re-engaging users who haven’t interacted with your app or visited your website in a while. Essentially, you want to catch your audience at the moment they’re most likely to act—but timing it right isn’t always straightforward.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0a7277a0401a\",\"_type\":\"block\",\"children\":[{\"_key\":\"30258ab4e5cd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Looking for smart ways to send push notifications when they matter most? Try these two strategies:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7e661dc39498\",\"_type\":\"block\",\"children\":[{\"_key\":\"64430cef30fd0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Action-based delivery: \"},{\"_key\":\"64430cef30fd1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Every click, scroll, or hesitation on your app or website sends a digital signal. By tapping into these cues, you can deliver messages that align perfectly with your users’ behaviors. With \"},{\"_key\":\"64430cef30fd2\",\"_type\":\"span\",\"marks\":[\"b45a202d28c2\"],\"text\":\"action-based delivery\"},{\"_key\":\"64430cef30fd3\",\"_type\":\"span\",\"marks\":[],\"text\":\", push notifications are triggered by specific actions—or even inaction—ensuring that your communications are both timely and tailored to each user’s preferences.\"}],\"markDefs\":[{\"_key\":\"b45a202d28c2\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/campaigns/scheduling_and_organizing/delivery_types/triggered_delivery/\"}],\"style\":\"normal\"},{\"_key\":\"cac484324fe7\",\"_type\":\"block\",\"children\":[{\"_key\":\"afda6330986c0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Intelligent Timing: \"},{\"_key\":\"afda6330986c1\",\"_type\":\"span\",\"marks\":[],\"text\":\"This feature from the \"},{\"_key\":\"afda6330986c2\",\"_type\":\"span\",\"marks\":[\"cf01b9e3d0b3\"],\"text\":\"Braze Intelligence Suite\"},{\"_key\":\"afda6330986c3\",\"_type\":\"span\",\"marks\":[],\"text\":\" allows you to schedule notifications to hit each recipient’s peak engagement window, determined by their past interactions. In fact, Braze research indicates that messages sent using Intelligent Timing are \"},{\"_key\":\"afda6330986c4\",\"_type\":\"span\",\"marks\":[\"3388b21e17d0\"],\"text\":\"2.6X more effective\"},{\"_key\":\"afda6330986c5\",\"_type\":\"span\",\"marks\":[],\"text\":\" at driving app opens compared to those sent without it.\"}],\"markDefs\":[{\"_key\":\"cf01b9e3d0b3\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/real-time-data-based-insights\"},{\"_key\":\"3388b21e17d0\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/data-driven-marketing-automation\"}],\"style\":\"normal\"},{\"_key\":\"503f055d88f4\",\"_type\":\"block\",\"children\":[{\"_key\":\"75d304baa4da0\",\"_type\":\"span\",\"marks\":[],\"text\":\"By fine-tuning when you send push notifications, you can significantly boost engagement and drive better results.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8056dd42919f\",\"_type\":\"block\",\"children\":[{\"_key\":\"f07dd19e39c90\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Understand the 3 key ways to measure push-related opens\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"ff47ce239f81\",\"_type\":\"block\",\"children\":[{\"_key\":\"94609bc6b9440\",\"_type\":\"span\",\"marks\":[],\"text\":\"When you send a push notification, your goal is typically to drive users to open your app and take action. While app opens are a vital metric for mobile marketers, the story isn’t as simple as a single tap. There are nuances that reveal just how impactful your notifications really are.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1976a93da815\",\"_type\":\"block\",\"children\":[{\"_key\":\"e33eacc204d50\",\"_type\":\"span\",\"marks\":[],\"text\":\"At Braze, we break push-related opens into three categories:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"49082c536239\",\"_type\":\"block\",\"children\":[{\"_key\":\"08d9e61ed65e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Direct opens: These occur when a user taps the notification and immediately opens your app.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"45ac5cdc30f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"0669625818dc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Influenced opens: These capture the users who open your app after receiving a notification—even if they don’t tap it directly.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0ef00aca78fb\",\"_type\":\"block\",\"children\":[{\"_key\":\"84dd5fceca940\",\"_type\":\"span\",\"marks\":[],\"text\":\"Total opens: This metric combines both direct and influenced opens, expressed as a percentage of all recipients of a push campaign.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"aea9d7e442e8\",\"_type\":\"block\",\"children\":[{\"_key\":\"7d927bc97bda0\",\"_type\":\"span\",\"marks\":[\"dc7b7c19ea7e\"],\"text\":\"Influenced opens\"},{\"_key\":\"7d927bc97bda1\",\"_type\":\"span\",\"marks\":[],\"text\":\" are particularly insightful. They help you understand the indirect impact of your notifications. Even if a recipient doesn’t tap the message, the push may still nudge them to engage. To gauge this, compare the open to the user’s usual behavior. For example, if a user typically opens your app 20 times a day, an open two hours after a push might not be significant. However, if another user—who normally opens the app only once a month—logs in two hours after receiving a notification, that push likely played a key role in prompting that action.\"}],\"markDefs\":[{\"_key\":\"dc7b7c19ea7e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/influenced-opens\"}],\"style\":\"normal\"},{\"_key\":\"0e9791df2ff8\",\"_type\":\"block\",\"children\":[{\"_key\":\"96dc0a8f848c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Discover the essential differences between iOS and Android push notifications\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a290fbee3d51\",\"_type\":\"block\",\"children\":[{\"_key\":\"63a3c0649f420\",\"_type\":\"span\",\"marks\":[],\"text\":\"Engaging with users on iOS versus Android requires different strategies, and understanding these nuances is key for crafting successful campaigns.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"26668db50de3\",\"_type\":\"block\",\"children\":[{\"_key\":\"037485e1553e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"For example, iPhone users often tend to be \"},{\"_key\":\"037485e1553e1\",\"_type\":\"span\",\"marks\":[\"673d59436e7e\"],\"text\":\"more affluent\"},{\"_key\":\"037485e1553e2\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"037485e1553e3\",\"_type\":\"span\",\"marks\":[\"6a7170781eae\"],\"text\":\"socially active\"},{\"_key\":\"037485e1553e4\",\"_type\":\"span\",\"marks\":[],\"text\":\", and view their devices as status symbols. This means that targeting promotional push notifications to iOS users can potentially yield a higher ROI for your campaigns.\"}],\"markDefs\":[{\"_key\":\"673d59436e7e\",\"_type\":\"link\",\"href\":\"https://www.wqad.com/article/news/local/drone/8-in-the-air/study-says-iphone-users-are-wealthier-and-more-educated-than-android-users/526-87dde9c9-8d2a-4d95-9135-840bbf4c4564\"},{\"_key\":\"6a7170781eae\",\"_type\":\"link\",\"href\":\"https://nypost.com/2018/10/25/iphone-and-android-users-are-completely-different-people/\"}],\"style\":\"normal\"},{\"_key\":\"57be5dcd196d\",\"_type\":\"block\",\"children\":[{\"_key\":\"42a67e6c479c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"For more detailed insights into these platform-specific differences, be sure to check out our comprehensive \"},{\"_key\":\"42a67e6c479c1\",\"_type\":\"span\",\"marks\":[\"036b32c2bc89\"],\"text\":\"guide on iOS and Android push notifications\"},{\"_key\":\"42a67e6c479c2\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"036b32c2bc89\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/ios-and-android-push-differences\"}],\"style\":\"normal\"},{\"_key\":\"03386b014ec2\",\"_type\":\"block\",\"children\":[{\"_key\":\"4ad8bcebc96d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Stay aware of browser-level variations for web push notifications\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6d433cb9cd3c\",\"_type\":\"block\",\"children\":[{\"_key\":\"a89ba94cb4e10\",\"_type\":\"span\",\"marks\":[],\"text\":\"While mobile push notifications on iOS and Android follow familiar rules, web push notifications span a more diverse landscape. Popular browsers like Chrome, Safari, Firefox, and Opera each handle these notifications uniquely, making it crucial for marketers to understand these differences.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8d37538c1463\",\"_type\":\"block\",\"children\":[{\"_key\":\"6e405482f0740\",\"_type\":\"span\",\"marks\":[],\"text\":\"A key detail to note is platform support. For example, Chrome and Firefox enable you to send web push notifications to opted-in users on both desktops and mobile devices. Safari also released \"},{\"_key\":\"6e405482f0741\",\"_type\":\"span\",\"marks\":[\"8c83d2d79597\"],\"text\":\"support for mobile push in 2023\"},{\"_key\":\"6e405482f0742\",\"_type\":\"span\",\"marks\":[],\"text\":\" as well.\"}],\"markDefs\":[{\"_key\":\"8c83d2d79597\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/mobile-web-push-is-now-supported-on-safari\"}],\"style\":\"normal\"},{\"_key\":\"9648c79ecae4\",\"_type\":\"block\",\"children\":[{\"_key\":\"05ebb03d93f50\",\"_type\":\"span\",\"marks\":[],\"text\":\"For a deeper dive into these \"},{\"_key\":\"05ebb03d93f51\",\"_type\":\"span\",\"marks\":[\"f723e04d32d0\"],\"text\":\"browser-specific differences\"},{\"_key\":\"05ebb03d93f52\",\"_type\":\"span\",\"marks\":[],\"text\":\"—including details on campaign specifications like image sizes and character limits—be sure to explore our comprehensive guide.\"}],\"markDefs\":[{\"_key\":\"f723e04d32d0\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/behind-web-push-notifications-3\"}],\"style\":\"normal\"},{\"_key\":\"3c6907de404a\",\"_type\":\"block\",\"children\":[{\"_key\":\"6e259af163470\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Enhance your push strategy with multi-channel messaging\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"5b3db2084f06\",\"_type\":\"block\",\"children\":[{\"_key\":\"9055eeca36880\",\"_type\":\"span\",\"marks\":[],\"text\":\"Push notifications are a potent tool for driving engagement, boosting revenue, and increasing retention—but they work best when integrated with other messaging channels. To maximize your impact, consider using in-app messages alongside your push campaigns or launching a multi-channel strategy that pairs push notifications with Content Cards.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a6fda0fac68b\",\"_type\":\"block\",\"children\":[{\"_key\":\"c4336a977f870\",\"_type\":\"span\",\"marks\":[],\"text\":\"6. Expand beyond opens and clicks to boost engagement\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6988d2053deb\",\"_type\":\"block\",\"children\":[{\"_key\":\"7f32808e9d170\",\"_type\":\"span\",\"marks\":[],\"text\":\"Originally, push notifications were all about prompting users to open an app. However, modern notifications offer more interactive opportunities. Today, users can engage directly with a message by tapping a button or entering text, allowing you to drive key actions without necessarily launching the app. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c5ff565090f0\",\"_type\":\"block\",\"children\":[{\"_key\":\"6ae18fef5cf90\",\"_type\":\"span\",\"marks\":[],\"text\":\"By incorporating \"},{\"_key\":\"6ae18fef5cf91\",\"_type\":\"span\",\"marks\":[\"2edc8db9a77a\"],\"text\":\"push action buttons\"},{\"_key\":\"6ae18fef5cf92\",\"_type\":\"span\",\"marks\":[],\"text\":\", you can encourage immediate activities and conversions right within the notification itself.\"}],\"markDefs\":[{\"_key\":\"2edc8db9a77a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/push-notification-action-buttons-overview\"}],\"style\":\"normal\"},{\"_key\":\"3b2eaab3378b\",\"_type\":\"block\",\"children\":[{\"_key\":\"c5acb593b5740\",\"_type\":\"span\",\"marks\":[],\"text\":\"7. Skip plain-text and embrace rich, custom interfaces\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"676fb4348a3c\",\"_type\":\"block\",\"children\":[{\"_key\":\"2037647419920\",\"_type\":\"span\",\"marks\":[],\"text\":\"Don’t settle for basic text. \"},{\"_key\":\"2037647419921\",\"_type\":\"span\",\"marks\":[\"b3ef3465ef77\"],\"text\":\"Rich push notifications\"},{\"_key\":\"2037647419922\",\"_type\":\"span\",\"marks\":[],\"text\":\" empower you to craft campaigns featuring vibrant images, animated GIFs, audio, and video. This creative upgrade can significantly boost conversions—customers are \"},{\"_key\":\"2037647419923\",\"_type\":\"span\",\"marks\":[\"0e8dfe966985\"],\"text\":\"57% more likely to engage\"},{\"_key\":\"2037647419924\",\"_type\":\"span\",\"marks\":[],\"text\":\" when even a single image is included.\"}],\"markDefs\":[{\"_key\":\"b3ef3465ef77\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-rich-push-support\"},{\"_key\":\"0e8dfe966985\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-rich-push-support\"}],\"style\":\"normal\"},{\"_key\":\"66431f4609f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"5c96f45de2740\",\"_type\":\"span\",\"marks\":[],\"text\":\"8. Leverage A/B and multivariate testing for optimal performance\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a2111b48f456\",\"_type\":\"block\",\"children\":[{\"_key\":\"27e0d0a622610\",\"_type\":\"span\",\"marks\":[],\"text\":\"Even if your push notifications are already making an impact, it’s important not to take it for granted. Continuously evaluating your messaging performance and using testing to refine your approach, is key to an effective marketing strategy. The Braze platform streamlines this process by supporting both \"},{\"_key\":\"27e0d0a622611\",\"_type\":\"span\",\"marks\":[\"62c5d083f9ee\"],\"text\":\"A/B and multivariate testing\"},{\"_key\":\"27e0d0a622612\",\"_type\":\"span\",\"marks\":[],\"text\":\" across push notifications and other message types.\"}],\"markDefs\":[{\"_key\":\"62c5d083f9ee\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/ab-vs-multivariate-testing-use\"}],\"style\":\"normal\"},{\"_key\":\"5360a4aa5771\",\"_type\":\"block\",\"children\":[{\"_key\":\"d386854896690\",\"_type\":\"span\",\"marks\":[],\"text\":\"Create up to eight message variants in your campaign and distribute them randomly to your opted-in push audience. Once your campaign gathers enough data, review the conversion rates to identify the winning variant.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e7428ac7237a\",\"_type\":\"block\",\"children\":[{\"_key\":\"32c15ab86b930\",\"_type\":\"span\",\"marks\":[],\"text\":\"This ongoing analysis helps your messages consistently drive the outcomes you need to achieve your broader marketing goals.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c2dbe5f1b96d\",\"_type\":\"block\",\"children\":[{\"_key\":\"13e995c2d0ad0\",\"_type\":\"span\",\"marks\":[],\"text\":\"9. Leverage silent push campaigns to engage users who aren’t opted in\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"fa9475eaba10\",\"_type\":\"block\",\"children\":[{\"_key\":\"75757c09c53e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"While push notifications are often seen as urgent and interruptive, there's a quieter side to this messaging channel—silent push notifications. These notifications allow you to communicate important updates to your mobile app users discreetly.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6bfc6ef30f3b\",\"_type\":\"block\",\"children\":[{\"_key\":\"f7e5a02dc0c60\",\"_type\":\"span\",\"marks\":[],\"text\":\"Because silent push notifications focus on triggering in-app actions rather than drawing attention through alerts, they aren't subject to the strict opt-in requirements that standard push messages face. This means they can still reach users who have declined visible push notifications, keeping them in the loop without disrupting their experience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"15d912e25525\",\"_type\":\"block\",\"children\":[{\"_key\":\"50c6199054960\",\"_type\":\"span\",\"marks\":[],\"text\":\"For a deeper dive into how silent push can enhance your customer engagement, be sure to check out our \"},{\"_key\":\"50c6199054961\",\"_type\":\"span\",\"marks\":[\"7c5793abea1b\"],\"text\":\"developer guide\"},{\"_key\":\"50c6199054962\",\"_type\":\"span\",\"marks\":[],\"text\":\" on the subject.\"}],\"markDefs\":[{\"_key\":\"7c5793abea1b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/developer_guide/platform_integration_guides/ios/push_notifications/silent_push_notifications/#silent-push-notifications\"}],\"style\":\"normal\"},{\"_key\":\"9668e7fec61b\",\"_type\":\"block\",\"children\":[{\"_key\":\"805c8d8a47b30\",\"_type\":\"span\",\"marks\":[],\"text\":\"10. Handle notifications when users are actively in your app\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"344eac4c845b\",\"_type\":\"block\",\"children\":[{\"_key\":\"c0c63444069a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Push notifications are designed to drive users back to your app or website, but what happens if a user is already active in your app when the message arrives? Fortunately, both iOS and Android offer solutions to manage this scenario, ensuring that notifications enhance rather than interrupt the user experience. For detailed options and best practices, refer to the respective \"},{\"_key\":\"c0c63444069a1\",\"_type\":\"span\",\"marks\":[\"12dd2bb90b29\"],\"text\":\"iOS\"},{\"_key\":\"c0c63444069a2\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"c0c63444069a3\",\"_type\":\"span\",\"marks\":[\"dcff78e14541\"],\"text\":\"Android developer documentation\"},{\"_key\":\"c0c63444069a4\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"12dd2bb90b29\",\"_type\":\"link\",\"href\":\"https://developer.apple.com/documentation/usernotifications/handling-notifications-and-notification-related-actions\"},{\"_key\":\"dcff78e14541\",\"_type\":\"link\",\"href\":\"https://firebase.google.com/docs/cloud-messaging/android/receive\"}],\"style\":\"normal\"},{\"_key\":\"498a15fdee21\",\"_type\":\"block\",\"children\":[{\"_key\":\"5096a9a091fa0\",\"_type\":\"span\",\"marks\":[],\"text\":\"11. Save server resources with local notifications on iOS\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b941404d14a0\",\"_type\":\"block\",\"children\":[{\"_key\":\"769c833b938f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"iOS provides a clever workaround to ease server load—local notifications. With this approach, you can programmatically trigger push notifications directly from the device without relying on server infrastructure. This not only conserves resources but also streamlines your messaging process.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0ee6065dc7e5\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"f6c6e7c10a21\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Download our guide\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/resources/reports-and-guides/push-notifications\"}}],\"body\":[{\"_key\":\"ed6488b8a4d5\",\"_type\":\"block\",\"children\":[{\"_key\":\"cc6ef93b2937\",\"_type\":\"span\",\"marks\":[],\"text\":\"The interactivity, sophistication, and urgency that modern push supports can make it one of the most flexible channels—but only if you know how to harness its potential.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"heading\":\"Are your push notifications stuck in the past?\"},{\"_key\":\"74772292db17\",\"_type\":\"anchor\",\"anchorId\":\"faqs\"},{\"_key\":\"88d2c67f1c5e\",\"_type\":\"anchor\",\"anchorId\":\"conclusion\"},{\"_key\":\"19649c3c38fe\",\"_type\":\"block\",\"children\":[{\"_key\":\"7fecd8a0a6450\",\"_type\":\"span\",\"marks\":[],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"1ed9c2957732\",\"_type\":\"block\",\"children\":[{\"_key\":\"a4b4f47ad3640\",\"_type\":\"span\",\"marks\":[],\"text\":\"Push notifications are a powerful tool for engaging customers, driving conversions, and strengthening brand relationships. But success depends on more than just sending messages—it requires a thoughtful approach that balances relevance, timing, and user experience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"98cf324272d5\",\"_type\":\"block\",\"children\":[{\"_key\":\"10ba8c5094010\",\"_type\":\"span\",\"marks\":[],\"text\":\"By following push notifications best practices, crafting clear and compelling messages, and leveraging writing style guidelines for notifications, brands can create campaigns that resonate with their audience. Combining push notifications with a cross-channel strategy and continuously optimizing through testing and analytics will further enhance engagement and long-term results.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"807d23243406\",\"_type\":\"block\",\"children\":[{\"_key\":\"7e448422d59e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"As push notification marketing continues to evolve, staying ahead of trends and innovations will be key. Push notifications aren’t just another marketing channel—they’re a major innovation when used effectively. 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It specifies when \"},{\"_key\":\"20c1b6e7e92c\",\"_type\":\"span\",\"marks\":[\"7144dcaf0b45\"],\"text\":\"AI marketing agents\"},{\"_key\":\"d09ef3325987\",\"_type\":\"span\",\"marks\":[],\"text\":\" should learn from past decisions taken, whether that’s over the past week, the past month, or the past year.\"}],\"markDefs\":[{\"_key\":\"7144dcaf0b45\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/ai-agents-marketinghttps://www.braze.com/resources/articles/ai-agents-marketing\"}],\"style\":\"normal\"},{\"_key\":\"d4450113c814\",\"_type\":\"block\",\"children\":[{\"_key\":\"f9addf0b73bb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Sounds good. How do I pick the right buffer window for my business?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"7e06929e66d8\",\"_type\":\"block\",\"children\":[{\"_key\":\"244422f0c9e3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Depending on the type of marketing use case that’s being considered for AI decisioning and how long it typically takes to develop meaningful insights for that type of campaign, a shorter or longer learning window or buffer might be more appropriate.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ab118f364bbc\",\"_type\":\"block\",\"children\":[{\"_key\":\"d8a10d3b59c7\",\"_type\":\"span\",\"marks\":[],\"text\":\"For instance, AI models may need weeks to learn about longer-term or complex processes, such as what factors drive customers to make bigger-ticket purchases or what’s involved with getting approved for a credit card. They need much less time to gather insights about what goes on behind the scenes with impulse buys.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"179373002de8\",\"_type\":\"block\",\"children\":[{\"_key\":\"2ba6e8ae34dd\",\"_type\":\"span\",\"marks\":[],\"text\":\"Seasonality and other external factors can also impact how long or short a buffer period should be.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4945a5641b3f\",\"_type\":\"block\",\"children\":[{\"_key\":\"8cc9e41ab4c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Take a retailer that has predictable seasons in which different product types are released. If that brand wants the AI to learn enough information about each season, they would need a buffer period of at least one to two years to gather the appropriate amount of historical data to guide the model in the right direction.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ba7c9c85d5e3\",\"_type\":\"block\",\"children\":[{\"_key\":\"19f102092bed\",\"_type\":\"span\",\"marks\":[],\"text\":\"Meanwhile for brands where predictable seasonality isn’t a factor, a shorter buffer might make more sense.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"94c67b81353b\",\"_type\":\"block\",\"children\":[{\"_key\":\"19d86275d2a2\",\"_type\":\"span\",\"marks\":[],\"text\":\"What happens when you pick the wrong buffer? There’s the potential to introduce bias into AI decisioning.\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"baa1571f6789\",\"_type\":\"block\",\"children\":[{\"_key\":\"025542663a5a\",\"_type\":\"span\",\"marks\":[],\"text\":\"It would be nice if reinforcement learning agents could figure out what the best window is on their own. One day they may, but at the moment the buffer has to be predefined and configured into the engine. Over time, businesses can learn through the model’s constant experimentation whether the window that’s been set is the appropriate amount of time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ce275d36ddc5\",\"_type\":\"block\",\"children\":[{\"_key\":\"bbb0c61783d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"When the buffer or learning window isn’t set for the ideal time period (either it’s too short or too long), that can introduce bias and influence the conclusions the artificial intelligence model draws. This can lead to unintended consequences in how the AI decisioning technology works.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"24094524dff9\",\"_type\":\"block\",\"children\":[{\"_key\":\"31d20fc66807\",\"_type\":\"span\",\"marks\":[],\"text\":\"Bias in AI is a phrase that gets thrown around a lot, but in this context it means that the AI model is learning the wrong thing. As a result, it will drive less impact or uplift on a brand’s desired marketing KPIs than it otherwise would.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"635d10e54376\",\"_type\":\"block\",\"children\":[{\"_key\":\"c651d1a7d3e7\",\"_type\":\"span\",\"marks\":[],\"text\":\"As an example of what can go wrong, imagine a streaming service sets their window to 30 days. The model will learn what it can from customers engaging with the content within that thirty day window. Agents cannot take into consideration releases outside that window and thus could miss pivotal data, skew the results, and build incorrect assumptions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"981965c53e77\",\"_type\":\"block\",\"children\":[{\"_key\":\"0409677f9aee\",\"_type\":\"span\",\"marks\":[],\"text\":\"Self-service AI decisioning products have a hard time understanding the nuances of buffer times. For brands to see real-world, tangible benefits out of 1:1 decisioning, it takes white-glove expertise.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"507a8f266463\",\"_type\":\"block\",\"children\":[{\"_key\":\"87a21fa13761\",\"_type\":\"span\",\"marks\":[],\"text\":\"Okay, buffer management is a big deal. How do I make sure my AI decisioning platform offers the right buffer management capabilities?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"2809e5745079\",\"_type\":\"block\",\"children\":[{\"_key\":\"70f8c26f4aae\",\"_type\":\"span\",\"marks\":[],\"text\":\"For marketers evaluating different AI decisioning platforms, here are some important considerations as it relates to buffer management.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2b181a96cc4e\",\"_type\":\"block\",\"children\":[{\"_key\":\"d0d8005b59f4\",\"_type\":\"span\",\"marks\":[],\"text\":\"1.Can you set the buffer to the window of time that makes the most sense for your business and your specific use case?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6aea582630d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"af6d40fb812a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Many AI decisioning solutions often offer standard, one-size-fits-all 365-day rolling windows across the board. 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Can you A/B test different buffer strategies to see which window of time delivers better results?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"de0c0ea4e90e\",\"_type\":\"block\",\"children\":[{\"_key\":\"57d771a1c096\",\"_type\":\"span\",\"marks\":[],\"text\":\"Within the Braze AI decisioning platform, brands can \"},{\"_key\":\"9beb26ebc145\",\"_type\":\"span\",\"marks\":[\"231722ec9ce0\"],\"text\":\"A/B test\"},{\"_key\":\"d4717462a4db\",\"_type\":\"span\",\"marks\":[],\"text\":\" their buffer strategies and see which window of time ends up driving more uplift.\"}],\"markDefs\":[{\"_key\":\"231722ec9ce0\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/testing/multivariant_testing\"}],\"style\":\"normal\"},{\"_key\":\"52aa7426614f\",\"_type\":\"block\",\"children\":[{\"_key\":\"dd1e5348efa8\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Can you retrain the model using historical data?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b331be6a3397\",\"_type\":\"block\",\"children\":[{\"_key\":\"47179ed23630\",\"_type\":\"span\",\"marks\":[],\"text\":\"For example, the BrazeAI Decisioning Studio™ can be retrained based on historical data, which is important for organizations operating in a dynamic environment, such as financial services brands where external factors can dramatically alter the nature of the business. Based on rates currently available, it might be a great time to drive checking account sign-ups, but in another quarter checking accounts could quickly become a loss leader. 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Define AI marketing goals\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1c4239715ae9\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a629a2100170\",\"_type\":\"span\",\"marks\":[],\"text\":\"Clarify what you want AI to achieve for your marketing efforts. Align your AI strategy with business objectives and determine which areas to prioritize. 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Choose AI-powered tools and technologies\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"66e562e873a2\",\"_type\":\"block\",\"children\":[{\"_key\":\"1b72fb4c80bf0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Selecting the right AI tools is crucial to building an effective marketing strategy. Consider platforms that align with your goals and integrate seamlessly into your existing tech stack. 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Implement AI in phases\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7bba9cf1296b\",\"_type\":\"block\",\"children\":[{\"_key\":\"2083867ba1f00\",\"_type\":\"span\",\"marks\":[],\"text\":\"Rolling out AI gradually allows your team to adapt while measuring effectiveness. Start small with one or two AI-powered initiatives and scale up as you gain confidence in the technology. 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Track AI performance and optimize\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e8936d985cf1\",\"_type\":\"block\",\"children\":[{\"_key\":\"198534d10d290\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once AI is embedded in your marketing strategy, continuously monitor its impact and make adjustments as needed. 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AI marketing is an ongoing process—regular optimization is often the key to long-term success and maximum ROI.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2c93db9124df\",\"_type\":\"anchor\",\"anchorId\":\"advantages\"},{\"_key\":\"0458b4ff00f0\",\"_type\":\"block\",\"children\":[{\"_key\":\"b4f83648d6c70\",\"_type\":\"span\",\"marks\":[],\"text\":\"The advantages of an AI marketing strategy\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"40d75f9249a7\",\"_type\":\"block\",\"children\":[{\"_key\":\"0fadf8eabadd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Marketers today are under increasing pressure to drive business growth—whether through new customer acquisition, revenue generation, or customer retention—all while managing tighter budgets and fewer resources. To stay ahead in this challenging landscape, forward-thinking brands are turning to AI-powered marketing solutions to improve efficiency and outperform the competition. The benefits of an AI marketing strategy are clear.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cd9decdf60ff\",\"_type\":\"block\",\"children\":[{\"_key\":\"b902e01a78070\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Scaling and automating personalization\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1e18660325d9\",\"_type\":\"block\",\"children\":[{\"_key\":\"26f8fd7848870\",\"_type\":\"span\",\"marks\":[],\"text\":\"AI-driven marketing tools make it possible to automate personalization at scale by analyzing past customer behavior and identifying patterns among those who have or have not converted. This allows brands to deliver tailored experiences by automatically selecting the most effective campaign variations, channels, segments, and recommendations for each individual.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dcd29a229387\",\"_type\":\"block\",\"children\":[{\"_key\":\"89b74f2ccfb90\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Boosting campaign performance\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e1c2586e76ea\",\"_type\":\"block\",\"children\":[{\"_key\":\"56301f40098a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Machine learning algorithms can predict which marketing channels will be most effective, determine the optimal timing for campaign delivery, identify at-risk customers, and highlight audiences most likely to convert. With these insights, brands can enhance campaign performance and see long-term improvements in key metrics like conversions and revenue.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2420b7cd780f\",\"_type\":\"block\",\"children\":[{\"_key\":\"b9acc0fa11810\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Accelerating campaign execution\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"35082f2459fe\",\"_type\":\"block\",\"children\":[{\"_key\":\"4e2a9af6cf020\",\"_type\":\"span\",\"marks\":[],\"text\":\"Developing marketing campaigns—from creating visuals and writing copy to reviewing assets—can be time-intensive. AI streamlines these steps by assisting or automating parts of the process, reducing production time, and minimizing delays so brands can go to market faster.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"01570bf5df65\",\"_type\":\"block\",\"children\":[{\"_key\":\"79f9838366e80\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Increasing productivity\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"d630e1c41990\",\"_type\":\"block\",\"children\":[{\"_key\":\"dee9e8a568ed0\",\"_type\":\"span\",\"marks\":[],\"text\":\"AI-powered efficiencies can save time and help unburden busy teams. By automating content creation, assisting with quality assurance, and enabling more precise audience targeting through machine learning, marketers can spend more time being creative and strategic.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2ebd9671797f\",\"_type\":\"block\",\"children\":[{\"_key\":\"4f34c37f46530\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Strengthening brand engagement\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"cab418225229\",\"_type\":\"block\",\"children\":[{\"_key\":\"09d5fe89d4360\",\"_type\":\"span\",\"marks\":[],\"text\":\"AI marketing tools help brands to create highly relevant and engaging experiences that drive customer interactions. By delivering personalized content at the right time, companies can encourage higher open rates, more clicks, and increased conversions—ultimately fostering brand loyalty and building better relationships with customers\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8f2b00bc4a2f\",\"_type\":\"block\",\"children\":[{\"_key\":\"fa2cc16e119f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"6. Reducing churn and improving customer targeting\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a6d51c0d6597\",\"_type\":\"block\",\"children\":[{\"_key\":\"31667b8dbb1f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Irrelevant content and poorly timed messages can create disjointed experiences that drive customers away. AI helps brands avoid these pitfalls by providing insights that improve audience segmentation and messaging strategies. Predictive analytics can also identify customers at risk of churning, allowing businesses to take action before it’s too late.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"195d768eb15a\",\"_type\":\"block\",\"children\":[{\"_key\":\"71037efe9efb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"7. Enhancing productivity and sparking creativity\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a4b7b3cc01b7\",\"_type\":\"block\",\"children\":[{\"_key\":\"0e94cba315e90\",\"_type\":\"span\",\"marks\":[],\"text\":\"With AI handling repetitive and time-consuming tasks, marketing teams can shift their focus toward strategy and innovation. Freed from these types of burdens, marketers can work more efficiently and bring fresh, creative ideas to life.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"83823fe5dd85\",\"_type\":\"block\",\"children\":[{\"_key\":\"b6fb783025890\",\"_type\":\"span\",\"marks\":[],\"text\":\"8. Maximizing revenue opportunities\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e1e49d888945\",\"_type\":\"block\",\"children\":[{\"_key\":\"87945246ed230\",\"_type\":\"span\",\"marks\":[],\"text\":\"Historically, determining which content resonates, which channels drive the highest impact, and which users are most likely to make a purchase has been a challenge. AI changes the game by providing real-time insights that enable brands to engage customers in ways that drive more revenue.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d47b91481063\",\"_type\":\"anchor\",\"anchorId\":\"examples\"},{\"_key\":\"86862d1835d5\",\"_type\":\"block\",\"children\":[{\"_key\":\"4782a8e9b6b80\",\"_type\":\"span\",\"marks\":[],\"text\":\"3 Examples of successful AI marketing campaigns\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"ea8c028d17d8\",\"_type\":\"block\",\"children\":[{\"_key\":\"e6ac591df13a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"A recipe for success: How AI helped foodora cook up better engagement\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"56515d47287a\",\"_type\":\"block\",\"children\":[{\"_key\":\"2abe1fbefc320\",\"_type\":\"span\",\"marks\":[\"67607f1da835\"],\"text\":\"foodora\"},{\"_key\":\"2abe1fbefc321\",\"_type\":\"span\",\"marks\":[],\"text\":\" is a leading food delivery service operating in over 700 cities across Europe, setting the standard for digital quick commerce. Their mission is simple: To provide a fast, seamless, and affordable experience that gives people more time to enjoy what truly matters. With a belief in delivering freedom, foodora allows customers to order what they love, whenever they want—without hesitation.\"}],\"markDefs\":[{\"_key\":\"67607f1da835\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/foodora-case-study\"}],\"style\":\"normal\"},{\"_key\":\"e582954c0dcc\",\"_type\":\"block\",\"children\":[{\"_key\":\"6415c447316b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The challenge\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"6ec561fc08fa\",\"_type\":\"block\",\"children\":[{\"_key\":\"0682c8b16ff30\",\"_type\":\"span\",\"marks\":[],\"text\":\"foodora wanted to build stronger, more personalized relationships with customers—just like a good friendship that grows over time. However, their existing approach to customer communication was fragmented, relying on multiple platforms without predictive insights. This led to inconsistent messaging, missed engagement opportunities, and a higher churn rate.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7dc5612d228d\",\"_type\":\"block\",\"children\":[{\"_key\":\"b939aaf00ffd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The solution\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"27f6125c6131\",\"_type\":\"block\",\"children\":[{\"_key\":\"e5fba4eebb020\",\"_type\":\"span\",\"marks\":[],\"text\":\"By adopting Braze, foodora streamlined their customer engagement with a cross-channel marketing strategy that included \"},{\"_key\":\"e5fba4eebb021\",\"_type\":\"span\",\"marks\":[\"16ede94f8fa3\"],\"text\":\"email\"},{\"_key\":\"e5fba4eebb022\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"e5fba4eebb023\",\"_type\":\"span\",\"marks\":[\"7408ec483aef\"],\"text\":\"push notifications\"},{\"_key\":\"e5fba4eebb024\",\"_type\":\"span\",\"marks\":[],\"text\":\", and \"},{\"_key\":\"e5fba4eebb025\",\"_type\":\"span\",\"marks\":[\"9fbb0187835e\"],\"text\":\"in-app messaging\"},{\"_key\":\"e5fba4eebb026\",\"_type\":\"span\",\"marks\":[],\"text\":\". 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Conversion rates climbed, revenue increased, and churn dropped—all while delivering a smoother, more personalized experience for their customers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f2ab9a462b6d\",\"_type\":\"richImage\",\"alt\":\"three purple circles on a colorful background that say conversion rate reduction in unsubscribe rate intelligent timing and increase in push direct opens\",\"asset\":{\"_ref\":\"image-3fd990d69f1f14625af48ef93eb84dd6d56ebad6-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"24684640f40f\",\"_type\":\"block\",\"children\":[{\"_key\":\"20625d847b5e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tagliatelle-ing a new story: AI-powered messaging that delivers\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"98ee52b3e62e\",\"_type\":\"block\",\"children\":[{\"_key\":\"74eded20a4d40\",\"_type\":\"span\",\"marks\":[\"12271b690c2f\"],\"text\":\"Circus Group\"},{\"_key\":\"74eded20a4d41\",\"_type\":\"span\",\"marks\":[],\"text\":\" has always been about revolutionizing food delivery by blending technology with the flavors customers love. Based in Germany, they’re leading the way with AI-powered solutions, robotics, and proprietary software, shaking up the trillion-dollar food industry. Their goal? To deliver fresh, affordable meals while making every customer interaction meaningful and valuable.\"}],\"markDefs\":[{\"_key\":\"12271b690c2f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/circus-group-pazza-pasta-case-study\"}],\"style\":\"normal\"},{\"_key\":\"219242b5bae0\",\"_type\":\"block\",\"children\":[{\"_key\":\"a4959adccaff0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Recognizing the need for stronger customer connections, Circus Group launched Pazza Pasta, a brand built on market insights around quality, variety, and affordability. To take engagement to the next level, Pazza Pasta set out to refine their communication strategy—starting with a new approach to mobile messaging.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6c75fc985e31\",\"_type\":\"block\",\"children\":[{\"_key\":\"7519a81cef4e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The challenge\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"cc18c27c46af\",\"_type\":\"block\",\"children\":[{\"_key\":\"f0a94febb61d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pazza Pasta saw an opportunity to reach their most engaged customers through WhatsApp. However, they needed a way to scale their messaging efforts without draining resources. 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Customization required developer support, making it difficult for the marketing team to create dynamic, targeted campaigns. Without data integrations or custom attributes, emails often included generic listings, leading to missed opportunities for engagement. For instance, a user searching for a $950,000 property in Auckland might have received a listing for one in Wellington—nine hours away. OneRoof needed a smarter, more \"},{\"_key\":\"65a25381635f1\",\"_type\":\"span\",\"marks\":[\"e0a20aa9328a\"],\"text\":\"automated solution\"},{\"_key\":\"65a25381635f2\",\"_type\":\"span\",\"marks\":[],\"text\":\" to personalize user experiences at scale.\"}],\"markDefs\":[{\"_key\":\"e0a20aa9328a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/what-smart-segmentation-looks-like\"}],\"style\":\"normal\"},{\"_key\":\"c20ef513fb2e\",\"_type\":\"block\",\"children\":[{\"_key\":\"f6991ba1e5f50\",\"_type\":\"span\",\"marks\":[],\"text\":\"The solution\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"065a0b956428\",\"_type\":\"block\",\"children\":[{\"_key\":\"616dfbe9e7870\",\"_type\":\"span\",\"marks\":[],\"text\":\"By implementing Braze Intelligence Suite, OneRoof revolutionized its approach to customer engagement. Using machine learning and AI-driven automation, they developed highly targeted, multi-channel marketing strategies, including:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dd0f46354220\",\"_type\":\"block\",\"children\":[{\"_key\":\"e4dddd8811ef0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Profile Builder:\"},{\"_key\":\"e4dddd8811ef1\",\"_type\":\"span\",\"marks\":[],\"text\":\" A new tool that collects declared user data, such as buying status and location preferences, enabling more personalized communications.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"aa299a815140\",\"_type\":\"block\",\"children\":[{\"_key\":\"0e81e4e598030\",\"_type\":\"span\",\"marks\":[\"72243fe70c74\",\"strong\"],\"text\":\"Intelligent Timing\"},{\"_key\":\"0e81e4e598031\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\":\"},{\"_key\":\"0e81e4e598032\",\"_type\":\"span\",\"marks\":[],\"text\":\" AI-driven optimization to send emails when users are most likely to engage.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"72243fe70c74\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/intelligent-delivery-assures-high-engagement-personalized-message-timing\"}],\"style\":\"normal\"},{\"_key\":\"791f7f8bc2b9\",\"_type\":\"block\",\"children\":[{\"_key\":\"edc914948df40\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Localized newsletters and dynamic content:\"},{\"_key\":\"edc914948df41\",\"_type\":\"span\",\"marks\":[],\"text\":\" Automated, data-driven email campaigns featuring real-time listings, sales data, and curated editorial content based on user preferences, using our dynamic content tool and \"},{\"_key\":\"edc914948df42\",\"_type\":\"span\",\"marks\":[\"1484087deb4b\"],\"text\":\"Liquid Personalization\"},{\"_key\":\"edc914948df43\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"1484087deb4b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/personalization_and_dynamic_content/liquid/\"}],\"style\":\"normal\"},{\"_key\":\"a9594e0f45a6\",\"_type\":\"block\",\"children\":[{\"_key\":\"771b7411c9e60\",\"_type\":\"span\",\"marks\":[],\"text\":\"The results\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"c557f1a46d63\",\"_type\":\"block\",\"children\":[{\"_key\":\"fee0792d57ba0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The shift to AI-powered personalization delivered remarkable results. OneRoof saw a 23% increase in email click-to-open rates and a 77% completion rate for Profile Builder, turning more prospects into registered users. Moving from generic listings to localized recommendations drove a 218% increase in total clicks to property listings and a 57% uplift in unique clicks. With machine learning fine-tuning recommendations in real-time, OneRoof not only improved engagement but also delivered a seamless, relevant experience for every user.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c6b2b94a5097\",\"_type\":\"richImage\",\"alt\":\"purple circles with white text that say uplift in unique clicks with ml-powered dynamic emails and iams\",\"asset\":{\"_ref\":\"image-9b612272ab7f3f68424318043b9d5c8688cc54c1-2400x1798-png\",\"_type\":\"reference\"}},{\"_key\":\"32e9848ad963\",\"_type\":\"block\",\"children\":[{\"_key\":\"b463d25021080\",\"_type\":\"span\",\"marks\":[],\"text\":\"By embracing AI and automation, OneRoof has redefined property search communications—designed to ensure that users receive the right listings, at the right time, with zero wasted effort.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"abc54c905e44\",\"_type\":\"anchor\",\"anchorId\":\"solutions\"},{\"_key\":\"ef06f1e38aba\",\"_type\":\"block\",\"children\":[{\"_key\":\"1a4a7bc3f8650\",\"_type\":\"span\",\"marks\":[],\"text\":\"12 Essential artificial intelligence marketing solutions and tools\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b61b7c7a36c9\",\"_type\":\"block\",\"children\":[{\"_key\":\"b965c2211b830\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. AI copywriting assistant\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e8136d1f5032\",\"_type\":\"block\",\"children\":[{\"_key\":\"bd0335640fa60\",\"_type\":\"span\",\"marks\":[],\"text\":\"An \"},{\"_key\":\"bd0335640fa61\",\"_type\":\"span\",\"marks\":[\"6b091ac188bd\"],\"text\":\"AI Copywriting Assistant\"},{\"_key\":\"bd0335640fa62\",\"_type\":\"span\",\"marks\":[],\"text\":\" natural language generation tool makes it easy to whip up copy for use across channels, including push notifications, SMS, emails, and both in-browser and in-app messages. Furthermore, with \"},{\"_key\":\"bd0335640fa63\",\"_type\":\"span\",\"marks\":[\"b177c5627f2b\"],\"text\":\"Tone Control\"},{\"_key\":\"bd0335640fa64\",\"_type\":\"span\",\"marks\":[],\"text\":\", you can decide the exact tone of the message that you are looking to generate. The BrazeAI™ Copywriting Assistant also allows you to make the most of customizable brand guidelines, while referencing your past campaign copy.\"}],\"markDefs\":[{\"_key\":\"6b091ac188bd\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-ai-copywriting-assistant\"},{\"_key\":\"b177c5627f2b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/new-brazeai-by-braze-capabilities\"}],\"style\":\"normal\"},{\"_key\":\"ed8dbea5f4e4\",\"_type\":\"richImage\",\"alt\":\"a purple background with a brazeal logo on it\",\"asset\":{\"_ref\":\"image-10f9effbc913d732e26690822ecb4a141715a360-2400x1256-png\",\"_type\":\"reference\"}},{\"_key\":\"3ffb7ab1cd95\",\"_type\":\"block\",\"children\":[{\"_key\":\"4e690c2f078f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. AI Image generator\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a15c145aa0a2\",\"_type\":\"block\",\"children\":[{\"_key\":\"308eff35bd9a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The BrazeAI™ \"},{\"_key\":\"308eff35bd9a1\",\"_type\":\"span\",\"marks\":[\"6b41a83f5184\"],\"text\":\"Image Generator\"},{\"_key\":\"308eff35bd9a2\",\"_type\":\"span\",\"marks\":[],\"text\":\", can give marketers a competitive advantage by empowering them to quickly advance from ideation to action without relying on (or waiting for) overburdened creative teams.\"}],\"markDefs\":[{\"_key\":\"6b41a83f5184\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-ai-image-generator\"}],\"style\":\"normal\"},{\"_key\":\"71ff2609fd3e\",\"_type\":\"richImage\",\"alt\":\"a screenshot of a brazeal powered image generator\",\"asset\":{\"_ref\":\"image-71a47ee1a47830eeada0f0d9f53e2ad382b0cd38-2400x1256-png\",\"_type\":\"reference\"}},{\"_key\":\"d0fd0ba9add5\",\"_type\":\"block\",\"children\":[{\"_key\":\"88b029665a8a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. AI content QA\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"419e5571831f\",\"_type\":\"block\",\"children\":[{\"_key\":\"f59984d923df0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tasks like checking for grammatical errors, inappropriate content, or an insensitive tone can be made easy with the \"},{\"_key\":\"f59984d923df1\",\"_type\":\"span\",\"marks\":[\"d5f260761d5c\"],\"text\":\"AI Content QA\"},{\"_key\":\"f59984d923df2\",\"_type\":\"span\",\"marks\":[],\"text\":\" tool, opening up bandwidth that can allow your team to focus on strategy instead.\"}],\"markDefs\":[{\"_key\":\"d5f260761d5c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/brazeai-by-braze-announcement\"}],\"style\":\"normal\"},{\"_key\":\"dd4f314edf4c\",\"_type\":\"block\",\"children\":[{\"_key\":\"15c9f6eb13480\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. AI item recommendations\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"43287dbbe6b6\",\"_type\":\"block\",\"children\":[{\"_key\":\"aeb0c957fc690\",\"_type\":\"span\",\"marks\":[],\"text\":\"AI \"},{\"_key\":\"aeb0c957fc691\",\"_type\":\"span\",\"marks\":[\"36e3913a3944\"],\"text\":\"Item Recommendations\"},{\"_key\":\"aeb0c957fc692\",\"_type\":\"span\",\"marks\":[],\"text\":\" is designed to allow brands to surface the next best product, content, or items that are personalized to every customer at scale. Easily plug intelligent recommendations into campaigns on any channel to help customers find more value from your brand.\"}],\"markDefs\":[{\"_key\":\"36e3913a3944\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/brazeai/recommendations/ai_item_recommendations\"}],\"style\":\"normal\"},{\"_key\":\"8348cbeea388\",\"_type\":\"richImage\",\"alt\":\"a purple background with a brazeal logo on it\",\"asset\":{\"_ref\":\"image-bdefbd664bc5f63f1c5803536b2c3881dcebe523-2400x1256-png\",\"_type\":\"reference\"}},{\"_key\":\"4384a698fc2b\",\"_type\":\"block\",\"children\":[{\"_key\":\"74db6958fc1e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. AI query builder\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"9d5d0e1abc19\",\"_type\":\"block\",\"children\":[{\"_key\":\"77137f184fe50\",\"_type\":\"span\",\"marks\":[],\"text\":\"With the AI \"},{\"_key\":\"77137f184fe51\",\"_type\":\"span\",\"marks\":[\"e83205effd41\"],\"text\":\"Query Builder\"},{\"_key\":\"77137f184fe52\",\"_type\":\"span\",\"marks\":[],\"text\":\", technical marketers can get a head start with a tool that creates SQL queries for generating bespoke, and customizable reports for the most granular insights—all from natural language prompts and descriptions.\"}],\"markDefs\":[{\"_key\":\"e83205effd41\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/analytics/query_builder\"}],\"style\":\"normal\"},{\"_key\":\"c8d3190073ed\",\"_type\":\"block\",\"children\":[{\"_key\":\"6ad8b5143a080\",\"_type\":\"span\",\"marks\":[],\"text\":\"6. Personalized variant\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"ecf4ccb23b7a\",\"_type\":\"block\",\"children\":[{\"_key\":\"e1e961b557d00\",\"_type\":\"span\",\"marks\":[\"945fb8bfb736\"],\"text\":\"Braze Personalized Variant\"},{\"_key\":\"e1e961b557d01\",\"_type\":\"span\",\"marks\":[],\"text\":\" is designed to determine the message for each individual based on their unique behaviors, preferences, and attributes. This automates personalized messages from an A/B test to each individual that help increase engagement and conversions for each campaign.\"}],\"markDefs\":[{\"_key\":\"945fb8bfb736\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/make-ai-work-for-you-with-braze-predictive-suite-ai-copywriting-assistant-and-personalized-variant\"}],\"style\":\"normal\"},{\"_key\":\"24e0369544a4\",\"_type\":\"richImage\",\"alt\":\"a brazeal app is displayed on a purple background\",\"asset\":{\"_ref\":\"image-18d17510282fef25396a251cfb44fe5cbfda1b2b-2400x1256-png\",\"_type\":\"reference\"}},{\"_key\":\"c652d640c34e\",\"_type\":\"block\",\"children\":[{\"_key\":\"4373dea9d9560\",\"_type\":\"span\",\"marks\":[],\"text\":\"7. Personalized paths\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"03bff898c307\",\"_type\":\"block\",\"children\":[{\"_key\":\"dc5aacbb489e0\",\"_type\":\"span\",\"marks\":[\"a64fb6154373\"],\"text\":\"Personalized Paths\"},{\"_key\":\"dc5aacbb489e1\",\"_type\":\"span\",\"marks\":[],\"text\":\" help facilitate true journey personalization at scale. This automates journeys that make sure each customer gets the message copy, creative, channel, offer, and more they’re most likely to engage with at every stage of a journey—all with a simple toggle from an a/b test.\"}],\"markDefs\":[{\"_key\":\"a64fb6154373\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/personalize-customer-journeys-in-real-time-with-braze-action-paths\"}],\"style\":\"normal\"},{\"_key\":\"97ac84d38128\",\"_type\":\"richImage\",\"alt\":\"a brazeal logo is on a purple background\",\"asset\":{\"_ref\":\"image-b391a42a3339a83dbcbddcc64ed3ca03581c74c3-2400x1256-png\",\"_type\":\"reference\"}},{\"_key\":\"f5090dc46bef\",\"_type\":\"block\",\"children\":[{\"_key\":\"a053ecbcc9d20\",\"_type\":\"span\",\"marks\":[],\"text\":\"8. Predictive churn\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"f2570b861cc8\",\"_type\":\"block\",\"children\":[{\"_key\":\"f2dce49e6f820\",\"_type\":\"span\",\"marks\":[],\"text\":\"With AI marketing tools like \"},{\"_key\":\"f2dce49e6f821\",\"_type\":\"span\",\"marks\":[\"6f2e7ce02612\"],\"text\":\"Braze Predictive Churn\"},{\"_key\":\"f2dce49e6f822\",\"_type\":\"span\",\"marks\":[],\"text\":\", brands can get ahead of potential retention issues before they become a problem. This solution identifies which customers are at risk of churning and flags the behaviors associated with churn so you can spring into action while you still have time. With this tool, you can use segments and filters within the \"},{\"_key\":\"f2dce49e6f823\",\"_type\":\"span\",\"marks\":[\"c51337fd830b\"],\"text\":\"Braze Audience Builder\"},{\"_key\":\"f2dce49e6f824\",\"_type\":\"span\",\"marks\":[],\"text\":\" feature to create highly-targeted win-back campaigns to serve enticing promotions and incentives.\"}],\"markDefs\":[{\"_key\":\"6f2e7ce02612\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-predictive-churn\"},{\"_key\":\"c51337fd830b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/segments/creating_a_segment/\"}],\"style\":\"normal\"},{\"_key\":\"957bd5fb2149\",\"_type\":\"richImage\",\"alt\":\"a purple background with brazeal written on it\",\"asset\":{\"_ref\":\"image-39336a758689d7ac46f479538fa8a241de32e789-2400x1256-png\",\"_type\":\"reference\"}},{\"_key\":\"2e554ae6137a\",\"_type\":\"block\",\"children\":[{\"_key\":\"7ce16b70831d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"9. Predictive events\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0e31e2ae3f39\",\"_type\":\"block\",\"children\":[{\"_key\":\"a5e79a3f80c90\",\"_type\":\"span\",\"marks\":[\"5f715a1eb4d0\"],\"text\":\"Braze Predictive Events\"},{\"_key\":\"a5e79a3f80c91\",\"_type\":\"span\",\"marks\":[],\"text\":\" is designed to interpret and predict a user’s likelihood to perform any custom event, such as purchasing a product, renewing a subscription, or even something like trying out a new feature. Using these insights, marketers can send relevant messaging prompts to encourage those users to perform a specific action.\"}],\"markDefs\":[{\"_key\":\"5f715a1eb4d0\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/the-braze-predictive-suite\"}],\"style\":\"normal\"},{\"_key\":\"2c9137f21955\",\"_type\":\"block\",\"children\":[{\"_key\":\"db79e9003d780\",\"_type\":\"span\",\"marks\":[],\"text\":\"From tempting previously unlikely shoppers to make their first purchase with a personalized promo code, or nudging those most likely to purchase to increase their order size, this feature can provide nearly endless possibilities for more effective engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cb39bb30a05d\",\"_type\":\"block\",\"children\":[{\"_key\":\"0198c1f08be10\",\"_type\":\"span\",\"marks\":[],\"text\":\"10. Intelligent timing\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"2c2f8d606da4\",\"_type\":\"block\",\"children\":[{\"_key\":\"a0d4338ae9570\",\"_type\":\"span\",\"marks\":[],\"text\":\"Solutions like \"},{\"_key\":\"a0d4338ae9571\",\"_type\":\"span\",\"marks\":[\"3bccce3c3238\"],\"text\":\"Braze Intelligent Timing\"},{\"_key\":\"a0d4338ae9572\",\"_type\":\"span\",\"marks\":[],\"text\":\" help send customers messages that reach customers when they want to hear from your brand. So, if your customer is active in the mornings or prefers to engage at night, you can rest easy knowing your campaign will go out when they are most likely to see it and take action.\"}],\"markDefs\":[{\"_key\":\"3bccce3c3238\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/intelligence-suite-digital-marketing-automation\"}],\"style\":\"normal\"},{\"_key\":\"6eb0129730bc\",\"_type\":\"block\",\"children\":[{\"_key\":\"dbb069aefd800\",\"_type\":\"span\",\"marks\":[],\"text\":\"11. Intelligent channel\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"8cb74ad826a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"7846743a907a0\",\"_type\":\"span\",\"marks\":[\"aa30014c7947\"],\"text\":\"Intelligent Channel\"},{\"_key\":\"7846743a907a1\",\"_type\":\"span\",\"marks\":[],\"text\":\" sends messages to customers via their preferred engagement channel, as determined by their past engagement behavior.\"}],\"markDefs\":[{\"_key\":\"aa30014c7947\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/introducing-most-engaged-channel\"}],\"style\":\"normal\"},{\"_key\":\"3bfe792dc950\",\"_type\":\"block\",\"children\":[{\"_key\":\"e64e4c81aa6b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"12. 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