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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 class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="browser"><use href="/icons/sprites.svg#browser"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Web Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/sms"><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="message-text-square-02"><use href="/icons/sprites.svg#message-text-square-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">SMS/RCS</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/whatsapp"><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-call-01"><use href="/icons/sprites.svg#phone-call-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">WhatsApp</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/cross-channel-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="dots-grid"><use href="/icons/sprites.svg#dots-grid"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md text-purple-700">View all channels</span></div></a></li></ul></div><div class="nav-dropdown__section-footer flex flex-wrap sm:flex-nowrap p-2 sm:p-3 bg-[#C9C4FF80] relative z-10 gap-3 items-end sm:justify-between xl:justify-start rounded-lg mt-4"><div class="flex gap-2 sm:gap-3"><span class="flex items-center justify-center flex-none size-8 text-purple-700 mr-2 xl:mr-0"><svg width="20" height="20" role="img" 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" aria-expanded="false">Solutions<svg width="20" height="20" role="img" aria-label="chevron-down" class="transition-transform !duration-150"><use href="/icons/sprites.svg#chevron-down"></use></svg></button><div id="nav-dropdown-Solutions" class="nav-dropdown__content absolute top-0 xl:top-full left-0 w-full pb-10 xl:pb-0 h-[calc(100vh-72px)] xl:h-auto flex flex-col overflow-y-auto overflow-x-hidden xl:overflow-hidden bg-white xl:border xl:border-gray-200 xl:shadow-lg transition !duration-300 transform origin-top pointer-events-none -z-1 opacity-0 translate-x-full xl:translate-x-0" aria-hidden="true" inert="true"><div class="container transition delay-150 !duration-300 origin-center xl:opacity-0 xl:translate-y-[5px]"><div class="mt-10 mb-4 xl:hidden"><button type="button" class="items-center justify-center text-center transition-colors sm:w-fit whitespace-nowrap relative z-10 font-aribauGrotesk font-bold text-sm flex gap-2 rounded-none border-none p-0 text-gray-600 shadow-none w-fit 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href="/solutions/media-entertainment"><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="video-recorder"><use href="/icons/sprites.svg#video-recorder"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Media & Entertainment</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/gaming"><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="gaming-pad-01"><use href="/icons/sprites.svg#gaming-pad-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">Gaming</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/on-demand"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" 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text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="trend-up-01"><use href="/icons/sprites.svg#trend-up-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">Optimize Onboarding</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/boost-productivity"><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="pencil-01"><use href="/icons/sprites.svg#pencil-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">Boost Productivity</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/improve-acquisition"><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="pie-chart-01"><use 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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 braze amplifiers" 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/braze-amplifiers">Partners</a><span class="text-white text-md">/</span><a aria-label="Link to local store marketing" 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/braze-amplifiers/local-store-marketing">Local Store Marketin...</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/braze-amplifiers"},{"@type":"ListItem","position":2,"name":"Local Store Marketin...","item":"https://www.braze.com/partners/braze-amplifiers/local-store-marketing"}]}</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="Ogilvy One" 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%2F8f56e3d9c601e6c4ea773f4789edf31985a8aa50-3244x741.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F8f56e3d9c601e6c4ea773f4789edf31985a8aa50-3244x741.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F8f56e3d9c601e6c4ea773f4789edf31985a8aa50-3244x741.png&w=384&q=75"/></div><div class="flex flex-col items-start gap-8"><h2 class="max-w-screen-md text-start">Local Store Marketing</h2><div class="flex flex-row gap-2"><svg width="24" height="24" role="img" aria-label="marker-pin-04"><use href="/icons/sprites.svg#marker-pin-04"></use></svg><p class="max-w-screen-md">Global</p></div><div class="flex flex-col gap-3 md:flex-row"></div></div></div><div class="flex w-full flex-col gap-3 sm:w-fit md:flex-row"><a href="https://www.ogilvyone.com/" target="_blank" rel="noreferrer noopener" class="inline-flex items-center justify-center text-center rounded-full transition-colors whitespace-nowrap relative z-10 py-2 px-3 gap-1 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-[37px] w-full text-sm sm:w-fit">View Partner Website</a></div></div></div></div><div class="container py-24"><div class="flex flex-col gap-8 md:flex-row"><aside class="w-full shrink-0 grow-0 basis-full md:w-[280px] md:basis-[280px]"><div class="flex w-full flex-col gap-8 md:sticky md:top-24"><div class="flex flex-col gap-6 rounded-[12px] bg-gray-50 p-6"><div class="flex flex-col gap-2"><h6 class="text-sm uppercase text-gray-600">Verified Partner</h6><span class="w-fit rounded-xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold text-gray-600">Amplifiers</span></div></div></div></aside><main class="flex shrink-0 grow basis-0 flex-col gap-12"><section class="flex flex-col gap-9"><h3 class="text-display-md font-semibold text-gray-900">About Local Store Marketing</h3><div class="flex flex-col gap-6"><p>Allow local store managers to activate personalized, high-impact campaigns with Braze,</p><p>enhancing customer engagement at the local level.</p><p></p><p>Ogilvy One’s Local Store Marketing (LSM) Solution, powered by Braze, gives local store managers the ability to activate personalized, data-driven campaigns easily. This web-based app sits on top of Braze, enabling store managers to trigger messaging to their customers without needing to navigate the full Braze platform.</p><p></p><p>With access to real-time customer data and ready-to-use templates, LSM empowers managers to launch tailored campaigns with ease. This solution bridges the gap between centralized marketing efforts and local store needs, ensuring consistency while maximizing local sales.</p><p></p><p>The LSM solution allows store managers to trigger campaigns through a simplified interface, ensuring ease of use and eliminating complexity. Central marketing teams maintain control over content, while local managers have the autonomy to deploy campaigns that are personalized to their customers.</p><p></p><p>To learn more, contact Rodrigo Framil directly at <a href="/cdn-cgi/l/email-protection" class="__cf_email__" data-cfemail="e7958883958e8088c98195868a8e8ba788808e8b919ec984888a">[email protected]</a>, or speak with your Braze team to understand how this solution is already delivering value for our customers.</p><p></p></div></section></main></div></div><div class="container bg-gray-50 py-[50px] md:py-24"><div class="cards-slider overflow-hidden bg-gray-25 undefined"><div class="container flex flex-col gap-8 px-0 md:px-20"><div class="flex flex-col justify-between gap-6 md:flex-row md:items-center"><h1 class="z-10 text-display-md text-black md:text-display-lg">Related Content</h1><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 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A guide to growing customer value at each stage</h4><span class="text-sm font-bold text-gray-500">June 16, 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" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Join a global community of innovators</span></div><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">Tap into training, certification, marketing, and sales program support</span></div></div></div></div><div class="container flex grid-cols-2 flex-col px-4 gap-8 pb-24 md:flex-row"><div class="container flex w-full 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They move between digital and physical spaces, expecting each interaction to feel seamless and consistent.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"12736b68f06b\",\"_type\":\"block\",\"children\":[{\"_key\":\"5b0e3ca26ed6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Omnichannel personalization brings those moments together. It connects the data, decisioning, and delivery layers so that each message feels timely, relevant, and consistent—no matter where it’s seen.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"94ab8958e459\",\"_type\":\"block\",\"children\":[{\"_key\":\"4786256697b2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Many brands still face familiar challenges, including disconnected tools, fragmented data, and campaigns that operate in isolation. With Braze, marketing teams can activate their data and content in real time to deliver experiences that drive engagement and build stronger, longer-term relationships.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"61b6ecc374e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"939f58abb254\",\"_type\":\"span\",\"marks\":[],\"text\":\"This guide explores \"},{\"_key\":\"46a3bad04db7\",\"_type\":\"span\",\"marks\":[\"df2aa2005bac\"],\"text\":\"what omnichannel personalization means\"},{\"_key\":\"28c64d440aaf\",\"_type\":\"span\",\"marks\":[],\"text\":\" today, why it matters, and how connected experiences help brands strengthen loyalty and growth across channels.\"}],\"markDefs\":[{\"_key\":\"df2aa2005bac\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/what-does-omni-channel-marketing-mean-to-customers\"}],\"style\":\"normal\"},{\"_key\":\"44953483eec9\",\"_type\":\"richImage\",\"alt\":\"Smiling woman on phone surrounded by digital communication channel labels.\",\"asset\":{\"_ref\":\"image-9369699a9e29913fa55596c46f1246cde084159c-2400x1686-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"5ad2fdb8da15\",\"_type\":\"block\",\"children\":[{\"_key\":\"68371bc5c723\",\"_type\":\"span\",\"marks\":[],\"text\":\"What is omnichannel personalization (and why it matters now)\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"8b5519944733\",\"_type\":\"block\",\"children\":[{\"_key\":\"a9aeed58e75a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Omnichannel personalization\"},{\"_key\":\"0b7ba69de613\",\"_type\":\"span\",\"marks\":[],\"text\":\" creates a unified customer experience across touchpoints. It uses real-time data to tailor interactions based on each person’s behavior, preferences, and context—so messages feel relevant and connected wherever they appear.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a7f26693d6f2\",\"_type\":\"block\",\"children\":[{\"_key\":\"43cb7483926c\",\"_type\":\"span\",\"marks\":[\"09a08c68c4bf\",\"strong\"],\"text\":\"Multichannel marketing,\"},{\"_key\":\"5cb2318769bc\",\"_type\":\"span\",\"marks\":[],\"text\":\" by contrast, runs separate campaigns across different platforms. The audience may be the same, but the experience often isn’t.\"}],\"markDefs\":[{\"_key\":\"09a08c68c4bf\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/multichannel-optimization\"}],\"style\":\"normal\"},{\"_key\":\"4e4b1447df3f\",\"_type\":\"block\",\"children\":[{\"_key\":\"2d59ab7c5c63\",\"_type\":\"span\",\"marks\":[],\"text\":\"Omnichannel personalization links channels into a cohesive experience, aligning activity around the customer journey rather than the campaign calendar.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b6219588d57a\",\"_type\":\"block\",\"children\":[{\"_key\":\"ebce76af793e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customers already expect to experience consistency, whether they’re opening an email, browsing an app, or walking into a store. When those expectations aren’t met, the break in continuity is immediate—and that’s where many brands start to lose engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8115e894cb38\",\"_type\":\"block\",\"children\":[{\"_key\":\"928f87c11f98\",\"_type\":\"span\",\"marks\":[],\"text\":\"The cost of fragmented engagement\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"f2cde8cd52ee\",\"_type\":\"block\",\"children\":[{\"_key\":\"5fc118a58e7d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Even the strongest message loses impact when channels don’t connect. Disjointed communication leads to duplicate offers, mixed signals, and moments that feel out of sync with what a customer has already done. Over time, that disconnect erodes trust—a quality more valuable, and more fragile, than ever.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f38223905d97\",\"_type\":\"block\",\"children\":[{\"_key\":\"e94e0cb2ab4a\",\"_type\":\"span\",\"marks\":[],\"text\":\"When customer data is scattered across systems, teams only see fragments of a person’s journey. One platform might label someone as new while another treats them as loyal, creating confusion that customers notice immediately. A recent report shows that \"},{\"_key\":\"3386e5caf048\",\"_type\":\"span\",\"marks\":[\"351144dfcf7f\"],\"text\":\"64% of online shoppers say they can tell when a journey feels personalized\"},{\"_key\":\"edfb742f120e\",\"_type\":\"span\",\"marks\":[],\"text\":\"—so it’s likely they can also tell when it’s not, or when something isn’t quite right.\"}],\"markDefs\":[{\"_key\":\"351144dfcf7f\",\"_type\":\"link\",\"href\":\"https://www.mintel.com/insights/advertising-and-marketing/omnichannel-marketing-trends/\"}],\"style\":\"normal\"},{\"_key\":\"ee9b11fde1ff\",\"_type\":\"block\",\"children\":[{\"_key\":\"f23c8a4d649f\",\"_type\":\"span\",\"marks\":[],\"text\":\"More research shows that \"},{\"_key\":\"879d7c4e03e3\",\"_type\":\"span\",\"marks\":[\"6f4416fa8e27\"],\"text\":\"digital channels now dominate engagement\"},{\"_key\":\"f34f25fef557\",\"_type\":\"span\",\"marks\":[],\"text\":\", yet consumers rank them among their least trusted sources when making buying decisions. At the same time, it’s been found that \"},{\"_key\":\"d17593becf7c\",\"_type\":\"span\",\"marks\":[\"a40ece75631e\"],\"text\":\"more than half of consumers only buy from brands they completely trust\"},{\"_key\":\"34c4e9e330dc\",\"_type\":\"span\",\"marks\":[],\"text\":\", and inconsistent or irrelevant experiences are enough to break it. When that happens, engagement drops, loyalty weakens, and churn increases as customers look for brands that deliver a smoother experience.\"}],\"markDefs\":[{\"_key\":\"6f4416fa8e27\",\"_type\":\"link\",\"href\":\"https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/state-of-consumer\"},{\"_key\":\"a40ece75631e\",\"_type\":\"link\",\"href\":\"https://go.euromonitor.com/report-2026-global-consumer-trends.html\"}],\"style\":\"normal\"},{\"_key\":\"5b056d4cdc92\",\"_type\":\"block\",\"children\":[{\"_key\":\"164e83a856bd\",\"_type\":\"span\",\"marks\":[],\"text\":\"To avoid those gaps in the customer experience—and to do so at scale—brands must build a connected foundation of data, AI decisioning, and delivery, so that each channel works together as part of a single experience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d8fb97ba5478\",\"_type\":\"block\",\"children\":[{\"_key\":\"44729fbd8cb7\",\"_type\":\"span\",\"marks\":[],\"text\":\"How omnichannel personalization works\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"227134954bbf\",\"_type\":\"block\",\"children\":[{\"_key\":\"7d6ff9650c53\",\"_type\":\"span\",\"marks\":[],\"text\":\"Omnichannel personalization runs on three connected layers: \"},{\"_key\":\"49c6a12d196b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Data, decisioning, and delivery.\"},{\"_key\":\"5161c6d84d82\",\"_type\":\"span\",\"marks\":[],\"text\":\" Each has a different job, but they only create real impact when they work together.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9df691cc014a\",\"_type\":\"richImage\",\"alt\":\"Diagram of Braze AI Decisioning Studio processing various inputs to deliver personalized offers (renewal, 20% off, shipping) to three different users.\",\"asset\":{\"_ref\":\"image-cb2d29f46fd8c3df7283f14b1baf3e72cf58d3a6-2400x2684-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"168034fbd79c\",\"_type\":\"block\",\"children\":[{\"_key\":\"f98f1291e696\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Unified customer experience\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"abc84026b43b\",\"_type\":\"block\",\"children\":[{\"_key\":\"089a4cb66b4c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Data\"},{\"_key\":\"8daeca548b04\",\"_type\":\"span\",\"marks\":[],\"text\":\" is where it all begins. A unified customer profile brings each interaction—online, in-store, in-app—into one place. That single view helps marketing teams understand context and intent, so each decision that follows is based on the full picture, not fragments.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"04116d83593c\",\"_type\":\"block\",\"children\":[{\"_key\":\"cd5a3065e0f3\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Real-time decisioning\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"c7f826d0e878\",\"_type\":\"block\",\"children\":[{\"_key\":\"69a23d692cbc\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Decisioning\"},{\"_key\":\"f9c6e217ea50\",\"_type\":\"span\",\"marks\":[],\"text\":\" is what turns that insight into action. AI helps determine the next best message, channel, or moment for each person, \"},{\"_key\":\"8b362d40f168\",\"_type\":\"span\",\"marks\":[\"13cd272cd2de\"],\"text\":\"adapting in real time\"},{\"_key\":\"a15adffa59d3\",\"_type\":\"span\",\"marks\":[],\"text\":\" as behaviors change. It’s what keeps personalization relevant and responsive rather than repetitive.\"}],\"markDefs\":[{\"_key\":\"13cd272cd2de\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/real-time-personalization\"}],\"style\":\"normal\"},{\"_key\":\"6f69643ad7fd\",\"_type\":\"block\",\"children\":[{\"_key\":\"4b8d8a8cd4e2\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Cross-channel personalization\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"428d5f812774\",\"_type\":\"block\",\"children\":[{\"_key\":\"8b262bcf67dc\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Delivery\"},{\"_key\":\"c21bba0b4dbe\",\"_type\":\"span\",\"marks\":[],\"text\":\" is where the experience comes to life. Real-time orchestration \"},{\"_key\":\"fcc44d711edd\",\"_type\":\"span\",\"marks\":[\"5a95c2072a8c\"],\"text\":\"across channels\"},{\"_key\":\"834b53477773\",\"_type\":\"span\",\"marks\":[],\"text\":\"—email, mobile, web, and beyond—keeps each message consistent, no matter how or where someone engages. It’s the difference between campaigns that overlap and experiences that flow.\"}],\"markDefs\":[{\"_key\":\"5a95c2072a8c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/cross-channel-messaging/omnichannel-marketing-platform\"}],\"style\":\"normal\"},{\"_key\":\"c6c65c63e8fb\",\"_type\":\"block\",\"children\":[{\"_key\":\"803a9fa291e1\",\"_type\":\"span\",\"marks\":[],\"text\":\"When these layers are connected, marketing automation starts to feel more like \"},{\"_key\":\"f19e6606c185\",\"_type\":\"span\",\"marks\":[\"6e452844c0cf\"],\"text\":\"a conversation with your customer\"},{\"_key\":\"99fc34ed1291\",\"_type\":\"span\",\"marks\":[],\"text\":\", and they gain an experience that makes sense to them. It’s intuitive, timely, and consistent, end-to-end.\"}],\"markDefs\":[{\"_key\":\"6e452844c0cf\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/b2c-personalization\"}],\"style\":\"normal\"},{\"_key\":\"d535d627b605\",\"_type\":\"block\",\"children\":[{\"_key\":\"4c0d81cf8921\",\"_type\":\"span\",\"marks\":[],\"text\":\"AI and automation: Powering personalized customer journeys at scale\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"1b4bee700ea9\",\"_type\":\"block\",\"children\":[{\"_key\":\"94d84f111bb7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer journeys are unpredictable. People switch channels, devices, and intentions faster than any marketing team could manually track. AI and automation make it possible to keep each interaction relevant, consistent, and in sync.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8701b7ce3871\",\"_type\":\"richImage\",\"alt\":\"An infographic titled \\\"Intelligence Suite\\\" detailing three features: Intelligent Timing, Intelligent Channel, and Intelligent Selection, each with an icon and description.\",\"asset\":{\"_ref\":\"image-daf51e7ffe5f4f25fc2d2d2a5c483512ccbaa53f-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"b2d673cb2ff8\",\"_type\":\"block\",\"children\":[{\"_key\":\"ae7b81d62dc4\",\"_type\":\"span\",\"marks\":[],\"text\":\"With the Braze Intelligence Suite, marketers can automate key parts of that process. Intelligent Channel determines the best channel for each recipient—email, push, SMS, or another option—based on what’s most likely to reach and resonate. Intelligent Timing uses engagement patterns to decide when someone is most likely to respond. Together, these features remove the guesswork, helping teams move from reactive scheduling to proactive engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fe221cf960fd\",\"_type\":\"block\",\"children\":[{\"_key\":\"936a80c4690d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Beyond automation sits BrazeAI Decisioning Studio™, which introduces reinforcement learning to the mix. Traditional “next best action” models rely on predictive AI that uses past behavior to forecast future outcomes. They work, but they’re static—good at prediction, less good at adaptation or motivation customers to act. \"},{\"_key\":\"7aa7a8eccc86\",\"_type\":\"span\",\"marks\":[\"37841efd7213\"],\"text\":\"Next Best Everything\"},{\"_key\":\"04741f64a262\",\"_type\":\"span\",\"marks\":[],\"text\":\" changes that. Built on reinforcement learning, BrazeAI Decisioning Studio™ learns continuously from every customer interaction, optimizing timing, channel, frequency, and creativity in real time.\"}],\"markDefs\":[{\"_key\":\"37841efd7213\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/next-best-everything-ai-decisioning\"}],\"style\":\"normal\"},{\"_key\":\"00a5b9e3836e\",\"_type\":\"block\",\"children\":[{\"_key\":\"5a097f4a675d\",\"_type\":\"span\",\"marks\":[],\"text\":\"By experimenting automatically, the system balances business goals with customer preferences and tailors each message as conditions change. Marketers can then work on customer journey mapping, to design personalized customer journeys in Canvas that evolve in response to real customer behavior and context.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d754b24fd5dd\",\"_type\":\"block\",\"children\":[{\"_key\":\"a828a12037f2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Personalization becomes truly one-to-one, giving each customer an experience that feels unique to them.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"004feb319ca3\",\"_type\":\"block\",\"children\":[{\"_key\":\"6f731e9b9643\",\"_type\":\"span\",\"marks\":[],\"text\":\"Getting started with omnichannel personalization in Braze\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"5fd2d87df1fa\",\"_type\":\"block\",\"children\":[{\"_key\":\"895e493dceb1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Omnichannel personalization can feel complex, but it doesn’t have to start that way. Small, connected steps can quickly build momentum and reveal where personalization drives the most value.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5235b03c25af\",\"_type\":\"block\",\"children\":[{\"_key\":\"1d6a00181e7e\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Map the customer journey\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"94f2e3c6c929\",\"_type\":\"block\",\"children\":[{\"_key\":\"1be1c136aac9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Start by identifying the key touchpoints where customers engage—sign-up, purchase, renewal, or re-engagement. Understanding these moments helps you see where connected messaging will have the greatest impact.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1fcd5aa2d780\",\"_type\":\"block\",\"children\":[{\"_key\":\"b648f6bfad1f\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Audit your data and channels\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a15a2a4a13fa\",\"_type\":\"block\",\"children\":[{\"_key\":\"0ba12a1aa998\",\"_type\":\"span\",\"marks\":[],\"text\":\"Look at how data currently flows between systems. If insights from email, mobile, and in-store interactions live separately, focus on bringing them together. A unified customer view is the foundation for consistency.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4b9e09c8eb31\",\"_type\":\"block\",\"children\":[{\"_key\":\"154276ecad63\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Automate one connection\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"9bb9e42cdbf5\",\"_type\":\"block\",\"children\":[{\"_key\":\"e5f06d5b8420\",\"_type\":\"span\",\"marks\":[],\"text\":\"Choose a high-impact use case—like cart recovery or onboarding—and connect two or more channels in Canvas. Use Intelligent Channel or Intelligent Timing to test which combination drives stronger engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b0e81dbc6e82\",\"_type\":\"block\",\"children\":[{\"_key\":\"572893c99199\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Layer in \"},{\"_key\":\"84ce5d33d52f\",\"_type\":\"span\",\"marks\":[\"00f6404fcff2\"],\"text\":\"AI decisioning\"}],\"markDefs\":[{\"_key\":\"00f6404fcff2\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/ai-decisioning\"}],\"style\":\"h3\"},{\"_key\":\"48816f25156b\",\"_type\":\"block\",\"children\":[{\"_key\":\"470301fb6932\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once data and delivery are connected, introduce BrazeAI Decisioning Studio™ for real-time, 1:1 personalization. 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success\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"ff4c37534fcc\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/location-based-marketing#check\"}],\"style\":\"normal\"},{\"_key\":\"c18bd00c08a7\",\"_type\":\"block\",\"children\":[{\"_key\":\"4318d800b3db\",\"_type\":\"span\",\"marks\":[\"e0c96eb790a7\"],\"text\":\"Final thoughts on location-based marketing\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"e0c96eb790a7\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/location-based-marketing#final\"}],\"style\":\"normal\"},{\"_key\":\"4acd27315408\",\"_type\":\"block\",\"children\":[{\"_key\":\"c9a6b7ca49d9\",\"_type\":\"span\",\"marks\":[\"0092fc741af5\"],\"text\":\"Location-based marketing FAQs\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"0092fc741af5\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/location-based-marketing#faq\"}],\"style\":\"normal\"},{\"_key\":\"e19d1925b504\",\"_type\":\"anchor\",\"anchorId\":\"definition\"},{\"_key\":\"ecdc1a0c67b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a1c445e2762\",\"_type\":\"span\",\"marks\":[],\"text\":\"Definition and key concepts of location-based marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0711ce5adc2c\",\"_type\":\"block\",\"children\":[{\"_key\":\"2088e50b3a10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Location-based marketing is when brands tailor their outreach based on the current physical location of each messaging recipient. Brands look at how customers move around in the real world and use that movement to trigger digital experiences. By identifying where a customer is in real time, marketers can deliver messages, offers, and experiences that feel directly relevant to that person, in that moment.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"52769345f907\",\"_type\":\"block\",\"children\":[{\"_key\":\"1903df150f0b\",\"_type\":\"span\",\"marks\":[],\"text\":\"This approach uses location data from sources such as mobile devices, GPS, Wi-Fi signals, Bluetooth beacons, or third-party enrichment services to target those within a specific area.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"40895c663a02\",\"_type\":\"anchor\",\"anchorId\":\"types\"},{\"_key\":\"88e25931a970\",\"_type\":\"block\",\"children\":[{\"_key\":\"5e355b566deb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Types of location-based marketing strategies\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"6b55ddf4f59c\",\"_type\":\"block\",\"children\":[{\"_key\":\"6f4f3510bc57\",\"_type\":\"span\",\"marks\":[],\"text\":\"There are several common types of location-based marketing, each suited to different goals, audiences, and contexts.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9c746fc9c3d5\",\"_type\":\"block\",\"children\":[{\"_key\":\"d2049ba399c8\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. 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Paired with customer data, like preferences and past activity, geo-targeting helps you connect with the right people at the right moment, while avoiding those who aren’t a fit.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b69048133e7e\",\"_type\":\"block\",\"children\":[{\"_key\":\"57c2fae037f6\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How it works\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"eee5026ce070\",\"_type\":\"block\",\"children\":[{\"_key\":\"e9c37798d8c3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Geo-targeting, or mobile-location targeting, typically uses a device’s IP address to determine location. Every internet-connected device—phone, tablet, or laptop—has one, with part of the address identifying the country and the rest narrowing down to regions, cities, or even postal codes. This lets marketers reach people in specific locations with precision, wherever their device goes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6955d0dcab2c\",\"_type\":\"block\",\"children\":[{\"_key\":\"ad11f9e28e69\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"You’ve probably seen it in action\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"ca55ea573ae5\",\"_type\":\"block\",\"children\":[{\"_key\":\"fd7319346c36\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you’ve ever spotted a Facebook ad for a nail salon in your neighborhood instead of one hundreds of miles away, that’s geo-targeting at work, making sure you’re only seeing offers and experiences that are close enough to act on.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fb2deec32f1b\",\"_type\":\"block\",\"children\":[{\"_key\":\"9b2c3604d7dc\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Geofencing\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1c7538f39ea9\",\"_type\":\"block\",\"children\":[{\"_key\":\"75e32d1a284d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Geofencing uses a virtual boundary—a defined area marketers set—to trigger messages when someone’s device enters or exits that space. Unlike geo-targeting, which can include or exclude users based on extra data like demographics, \"},{\"_key\":\"58df0b507276\",\"_type\":\"span\",\"marks\":[\"79c925153185\"],\"text\":\"geofencing\"},{\"_key\":\"bc80832ac10a\",\"_type\":\"span\",\"marks\":[],\"text\":\" simply captures everyone who crosses into the zone. It’s especially useful for catching customers’ attention in the moment, such as when they’re walking past a store or attending an event.\"}],\"markDefs\":[{\"_key\":\"79c925153185\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/location-based-marketing-personalization\"}],\"style\":\"normal\"},{\"_key\":\"dab8ab6b18b7\",\"_type\":\"richImage\",\"alt\":\"an image of a map\",\"asset\":{\"_ref\":\"image-54f518d0e5fb51899e63a3aed55e7b5be8d9aff5-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"33a852fac2e5\",\"_type\":\"block\",\"children\":[{\"_key\":\"35b2eaa9a760\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How it works\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"2aef669e0735\",\"_type\":\"block\",\"children\":[{\"_key\":\"43bf2aeacea8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Geofencing typically relies on GPS to map a digital perimeter. When a device moves into or out of that perimeter, it triggers an automated message, such as a push notification or SMS, as long as the person has opted in to that channel.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1e17fbdeff0c\",\"_type\":\"block\",\"children\":[{\"_key\":\"46c0f9ae784d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"You’ve probably seen it in action\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"28083fc24288\",\"_type\":\"block\",\"children\":[{\"_key\":\"dea963604161\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you’ve ever been at a concert and received a push notification to grab merch while you’re still in the venue, or set a reminder on your phone to pick up something when you’re near a shop, you’ve experienced geofencing in action.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b2cbb1049a52\",\"_type\":\"block\",\"children\":[{\"_key\":\"d945cb26d328\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. 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Instead, they signal a server, which can then send a push, SMS, or in-app message, depending on the campaign setup.\"}],\"markDefs\":[{\"_key\":\"13b5926df878\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/geofencing-geo-targeting-beaconing-when-to-use\"}],\"style\":\"normal\"},{\"_key\":\"0fceeca9de3b\",\"_type\":\"richImage\",\"alt\":\"an isometric drawing of a store with a purple background\",\"asset\":{\"_ref\":\"image-1ba682b4e6fe7ee092480177ffd51090f3b28691-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"82c30503bb96\",\"_type\":\"block\",\"children\":[{\"_key\":\"5fe08f1e4c53\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How it works\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"b61830502f38\",\"_type\":\"block\",\"children\":[{\"_key\":\"d520909a9d79\",\"_type\":\"span\",\"marks\":[],\"text\":\"This type of proximity marketing uses Bluetooth Low Energy (BLE) technology, which is inexpensive, works without Wi-Fi or strong cell service, and uses very little power, so batteries can last for months or even years. The trade-off is that users must have Bluetooth turned on and have granted the necessary permissions to receive beacon-triggered messages.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"af734070237c\",\"_type\":\"block\",\"children\":[{\"_key\":\"a20c911a5cb0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"You’ve probably seen it in action\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"1af6c6d13079\",\"_type\":\"block\",\"children\":[{\"_key\":\"63bdd600c9ab\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you’ve walked into a store with that brand’s app installed and received a notification about an in-store deal, or been prompted to donate to a cause while attending a live event, there’s a good chance a beacon was behind it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b03192cbf32d\",\"_type\":\"block\",\"children\":[{\"_key\":\"f5704e19a867\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"4. Data enrichment\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"18a98dd7b117\",\"_type\":\"block\",\"children\":[{\"_key\":\"e5f57d31d4c3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Data enrichment combines your own \"},{\"_key\":\"660b0114a781\",\"_type\":\"span\",\"marks\":[\"61ad35745f83\"],\"text\":\"first-party customer data\"},{\"_key\":\"5d23da0459fb\",\"_type\":\"span\",\"marks\":[],\"text\":\" with third-party context—like local weather, upcoming events, or real-time foot traffic patterns—to create more precise and timely outreach. By layering these additional signals onto location data, brands can adapt messaging to reflect what’s happening in a customer’s immediate environment.\"}],\"markDefs\":[{\"_key\":\"61ad35745f83\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/first-party-data\"}],\"style\":\"normal\"},{\"_key\":\"61789ca93d3a\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a6781a4899b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How it works\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"b97a5be57457\",\"_type\":\"block\",\"children\":[{\"_key\":\"ac37bec76d3f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Data enrichment typically integrates with location services to pull in relevant external factors. This could mean syncing with weather APIs to promote cold-weather products during a cold snap, or using event calendars to reach attendees as they arrive at a venue.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4d7186e61787\",\"_type\":\"block\",\"children\":[{\"_key\":\"8d4618fda24d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"You’ve probably seen it in action\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"38f66bc38d64\",\"_type\":\"block\",\"children\":[{\"_key\":\"e7a86b533c54\",\"_type\":\"span\",\"marks\":[\"c0bd35298a40\"],\"text\":\"Ibotta\"},{\"_key\":\"1b048d212497\",\"_type\":\"span\",\"marks\":[],\"text\":\", in partnership with Braze and Radar, used data enrichment to send personalized offers right at the point of purchase, increasing redemption rates by reaching customers at exactly the right moment.\"}],\"markDefs\":[{\"_key\":\"c0bd35298a40\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/the-six-pillars-of-braze-alloys-data-augmentation\"}],\"style\":\"normal\"},{\"_key\":\"d8e5f63969eb\",\"_type\":\"block\",\"children\":[{\"_key\":\"78945650115d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"5. Language-based personalization\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"334320dea533\",\"_type\":\"block\",\"children\":[{\"_key\":\"49306350f73d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Language-based personalization adjusts the language, tone, and regional references in your messaging based on a customer’s location. This not only improves clarity but also strengthens the sense of connection between brand and audience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e398a45a8a91\",\"_type\":\"block\",\"children\":[{\"_key\":\"e8f0e6f0a6a3\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How it works\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"923ef47dc7d4\",\"_type\":\"block\",\"children\":[{\"_key\":\"d7ba52da9e66\",\"_type\":\"span\",\"marks\":[],\"text\":\"When a user’s location is identified, messaging is localized to match their preferred or most relevant language. This can include full translations, regional spelling and phrasing, or localized cultural references to make campaigns feel native to the recipient.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1b0d70d960de\",\"_type\":\"block\",\"children\":[{\"_key\":\"cbc1ccfd6f7c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"You’ve probably seen it in action\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"0a6b93059b85\",\"_type\":\"block\",\"children\":[{\"_key\":\"9996243f7a08\",\"_type\":\"span\",\"marks\":[\"ff4d5cc87821\"],\"text\":\"Canva\"},{\"_key\":\"be8c6bb03801\",\"_type\":\"span\",\"marks\":[],\"text\":\" localizes campaigns into 20 languages and tailors send times based on user locations. This approach has increased open rates by 33% and boosted engagement by 2.5%.\"}],\"markDefs\":[{\"_key\":\"ff4d5cc87821\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/canva-case-study\"}],\"style\":\"normal\"},{\"_key\":\"c26761b72618\",\"_type\":\"richImage\",\"alt\":\"a diagram showing different types of geo-targeting\",\"asset\":{\"_ref\":\"image-f1831e4e6f615a868d62cd6eb7b7b41b27869bc5-2400x1402-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"5bff8c4d4415\",\"_type\":\"block\",\"children\":[{\"_key\":\"20615ea4d28b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Types of location data\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"f8a57b2a7992\",\"_type\":\"block\",\"children\":[{\"_key\":\"587150e577ed\",\"_type\":\"span\",\"marks\":[],\"text\":\"The way you collect location information determines how you can use it. Most location-based marketing falls into one of three data categories:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a86f49ed13d2\",\"_type\":\"block\",\"children\":[{\"_key\":\"c6999e15d388\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Static data\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"163cb7f658d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"f43c818d416c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Fixed information like mailing addresses, postal codes, or self-reported city/country. Useful for broad segmentation (e.g., sending winter coat promos to colder regions), but not for real-time triggers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"161d92111e99\",\"_type\":\"block\",\"children\":[{\"_key\":\"65f43ae81b15\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Foreground data\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"af7a205b19bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"b97143721286\",\"_type\":\"span\",\"marks\":[],\"text\":\"Gathered while a user’s app is open (“in the foreground”), often via GPS or Wi-Fi. More precise than static data and updates during active sessions, making it ideal for timely but session-linked campaigns.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6ba8cf1fbe0c\",\"_type\":\"block\",\"children\":[{\"_key\":\"ed1bcbd9f462\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Background data\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"13c9848ffa6b\",\"_type\":\"block\",\"children\":[{\"_key\":\"8b6c03569a36\",\"_type\":\"span\",\"marks\":[],\"text\":\"Collected even when the app isn’t open, with user consent. Enables real-time triggers like geofencing or beacon campaigns. Powerful for timely engagement, but requires careful handling to avoid overstepping on privacy or frequency.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6c178aac149b\",\"_type\":\"anchor\",\"anchorId\":\"how\"},{\"_key\":\"b4c357cdf976\",\"_type\":\"block\",\"children\":[{\"_key\":\"c8ae37beea37\",\"_type\":\"span\",\"marks\":[],\"text\":\"How location-based marketing works in practice\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"12a6edc999dc\",\"_type\":\"block\",\"children\":[{\"_key\":\"7cc8f14164a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"An effective location-based marketing or location based advertising campaign typically follows these steps:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eb91855ac331\",\"_type\":\"block\",\"children\":[{\"_key\":\"f36c73a4090d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Identify target location(s)\"},{\"_key\":\"de8ad25298e2\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Define the geographic areas you want to focus on, whether broad regions or hyperlocal zones.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"84796afc0793\",\"_type\":\"block\",\"children\":[{\"_key\":\"3c6533e87f41\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Segment your audience\"},{\"_key\":\"80c7587acc85\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Build groups of customers currently in those locations, using real-time data.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"53d0d317f54c\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a8df3a6a69c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Craft location-relevant messages\"},{\"_key\":\"943fc788ac2d\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Tailor offers, alerts, or content to the local context, such as nearby store promotions or weather-specific recommendations.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f1fb6f31eb46\",\"_type\":\"block\",\"children\":[{\"_key\":\"cd4f854e8f01\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Select delivery channels\"},{\"_key\":\"44683b0c6524\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Reach audiences via push notifications, in-app messages, email, or SMS.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1fa8f6c75c31\",\"_type\":\"block\",\"children\":[{\"_key\":\"31dc35d0fb35\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Gather and use consent\"},{\"_key\":\"b44d0fc7c86e\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Customers must opt in to location tracking; explain the value clearly during onboarding or through in-app prompts.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"69f9ab6c61c1\",\"_type\":\"block\",\"children\":[{\"_key\":\"c051e3917484\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Account for data gaps\"},{\"_key\":\"d56dae34e9b4\",\"_type\":\"span\",\"marks\":[],\"text\":\" – If you don’t have a customer’s location, they won’t receive the campaign; the same applies if they haven’t opted in to the chosen channel.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0c30b891ce6d\",\"_type\":\"anchor\",\"anchorId\":\"benefits\"},{\"_key\":\"c05db269f4c6\",\"_type\":\"block\",\"children\":[{\"_key\":\"94c1d374d86b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Benefits of location-based marketing for customer engagement\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"def8501cbdc1\",\"_type\":\"block\",\"children\":[{\"_key\":\"caf27c0082eb\",\"_type\":\"span\",\"marks\":[],\"text\":\"As consumer attention becomes harder to earn and competition grows fiercer, broad, generic campaigns are easy for customers to ignore. The right types of hyperlocal marketing can flip that challenge by letting brands concentrate on the audiences and moments that matter most—turning proximity into an advantage.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"98ec9dfef062\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2a2a978392f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Higher conversion rates through relevance\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3283b0da7d97\",\"_type\":\"block\",\"children\":[{\"_key\":\"4b37b2a439ee\",\"_type\":\"span\",\"marks\":[],\"text\":\"Personalization based on location can boost conversions by up to 27%. Campaigns timed and tailored to a customer’s real-world context are far more likely to inspire action.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f17882b51cc5\",\"_type\":\"richImage\",\"alt\":\"a phone screen displays a 60 % rabatt offer\",\"asset\":{\"_ref\":\"image-3ae117dd82bb7033436d65895b060a62d0d26fde-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"cd6ac818a5f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"70baa3061879\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example:\"},{\"_key\":\"846fe2f8e217\",\"_type\":\"span\",\"marks\":[],\"text\":\" 500px used built-in \"},{\"_key\":\"edf18f971467\",\"_type\":\"span\",\"marks\":[\"0e78ce8fd27f\"],\"text\":\"language targeting\"},{\"_key\":\"67f8dc9f848e\",\"_type\":\"span\",\"marks\":[],\"text\":\" in Braze to send promotional emails and in-app messages in German and French, tailoring campaigns to local audiences. This drove a 257% revenue increase in Germany and a 145% increase in France, with Germany becoming one of their top three markets within months.\"}],\"markDefs\":[{\"_key\":\"0e78ce8fd27f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/500px-increases-revenue-by-257-with-improved-language-localization\"}],\"style\":\"normal\"},{\"_key\":\"9d2fd9a21a6e\",\"_type\":\"block\",\"children\":[{\"_key\":\"814f2a311a4a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Boosted engagement and retention\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"72c392954549\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a06153c3c24\",\"_type\":\"span\",\"marks\":[],\"text\":\"Geo-triggered messaging speaks to customers’ immediate context, cutting through the noise and encouraging repeat interactions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"472a9b3e4fb1\",\"_type\":\"block\",\"children\":[{\"_key\":\"d8286f8b0442\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example:\"},{\"_key\":\"be9243cfd698\",\"_type\":\"span\",\"marks\":[],\"text\":\" Burger King’s Whopper Detour campaign \"},{\"_key\":\"0960bdf66497\",\"_type\":\"span\",\"marks\":[\"23f187013841\"],\"text\":\"geofenced\"},{\"_key\":\"acbc3326fd46\",\"_type\":\"span\",\"marks\":[],\"text\":\" 14,000 McDonald’s locations, offering a one-cent Whopper when users opened the Burger King app nearby. The result: 3.2 million app downloads and a 50% lift in monthly active users.\"}],\"markDefs\":[{\"_key\":\"23f187013841\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/burger-king-client-story\"}],\"style\":\"normal\"},{\"_key\":\"d70a2a8027de\",\"_type\":\"block\",\"children\":[{\"_key\":\"b39c889f2d3a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Localized brand experiences that build loyalty\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a31e0f110f90\",\"_type\":\"block\",\"children\":[{\"_key\":\"1825378e1db5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tailoring campaigns to match a customer’s environment shows the brand understands and values their day-to-day reality.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"15d22c0f5683\",\"_type\":\"block\",\"children\":[{\"_key\":\"d731814c091d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example:\"},{\"_key\":\"1ba0f395fa71\",\"_type\":\"span\",\"marks\":[],\"text\":\" Canva used Braze to \"},{\"_key\":\"7460eaa67fe8\",\"_type\":\"span\",\"marks\":[\"f9b20fbfda42\"],\"text\":\"run campaigns in 20 languages\"},{\"_key\":\"8329d8c471f4\",\"_type\":\"span\",\"marks\":[],\"text\":\", personalizing both timing and content. This approach increased open rates by 33% and engagement by 2.5%.\"}],\"markDefs\":[{\"_key\":\"f9b20fbfda42\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/canva-case-study\"}],\"style\":\"normal\"},{\"_key\":\"bd7a16e1fc5f\",\"_type\":\"block\",\"children\":[{\"_key\":\"bc796a63944b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"4. Event-based engagement at scale\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"c6d902a505c7\",\"_type\":\"block\",\"children\":[{\"_key\":\"6ff1a3fb389a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Location data can enhance live experiences and drive participation during key moments.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f9db83f0418e\",\"_type\":\"block\",\"children\":[{\"_key\":\"25552732c21b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example:\"},{\"_key\":\"b78d34ac6007\",\"_type\":\"span\",\"marks\":[],\"text\":\" Zac Brown Band used \"},{\"_key\":\"be6a3091b02a\",\"_type\":\"span\",\"marks\":[\"ec287c1d6a44\"],\"text\":\"Bluetooth beacons\"},{\"_key\":\"86392cc8d7f1\",\"_type\":\"span\",\"marks\":[],\"text\":\" in Wrigley Field to trigger in-app charity donation prompts mid-concert, boosting real-time engagement and contributions.\"}],\"markDefs\":[{\"_key\":\"ec287c1d6a44\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/location-marketing-entertainment-and-media-brands\"}],\"style\":\"normal\"},{\"_key\":\"08b7c38d9a77\",\"_type\":\"anchor\",\"anchorId\":\"real\"},{\"_key\":\"2c1addd3c9eb\",\"_type\":\"block\",\"children\":[{\"_key\":\"2c5e8a001e10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Real-world examples of location-based advertising campaigns\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"741f7255532e\",\"_type\":\"block\",\"children\":[{\"_key\":\"26c8c6b571fe\",\"_type\":\"span\",\"marks\":[],\"text\":\"The real magic of location-based advertising is in how brands use it to surprise, delight, and connect with people in ways that feel effortless. These campaigns show what happens when timing, context, and creativity line up perfectly.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dcb84ff31256\",\"_type\":\"block\",\"children\":[{\"_key\":\"5549cfaee0ff\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Fast food, faster thinking: Burger King’s Whopper Detour\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"49471c30a964\",\"_type\":\"block\",\"children\":[{\"_key\":\"3fbcdf9cc379\",\"_type\":\"span\",\"marks\":[\"66912adc0ebb\"],\"text\":\"Burger King\"},{\"_key\":\"920a2024ab90\",\"_type\":\"span\",\"marks\":[],\"text\":\", a global quick-service restaurant (QSR) brand, set out to strengthen relationships with diners and boost mobile app usage by embracing creative, mobile‑first customer engagement.\"}],\"markDefs\":[{\"_key\":\"66912adc0ebb\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/burger-king-client-story\"}],\"style\":\"normal\"},{\"_key\":\"cfa6da1d0742\",\"_type\":\"block\",\"children\":[{\"_key\":\"6eefccb6e6ce\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The challenge\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"3babb42432ca\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e77ab4507ff\",\"_type\":\"span\",\"marks\":[],\"text\":\"In a crowded QSR market, traditional ads and promotions were table stakes. Burger King needed a breakthrough approach to grow app adoption and engagement at scale.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"47c723b1e5aa\",\"_type\":\"richImage\",\"alt\":\"a screenshot of a burger king mobile app\",\"asset\":{\"_ref\":\"image-7e606d3494a1f7f12a2ad6b767ea1981a5e4f8d6-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"4835422f82c6\",\"_type\":\"block\",\"children\":[{\"_key\":\"226f9594da60\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The strategy\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"eaa030ccadb7\",\"_type\":\"block\",\"children\":[{\"_key\":\"5c07b8c19228\",\"_type\":\"span\",\"marks\":[],\"text\":\"The team launched Whopper Detour, turning 14,000 McDonald’s locations into promotional zones with geofencing. Using Braze with location partner Radar, the brand encouraged users in‑app to enable location and notifications, then delivered timely push notifications, in‑app messages, and email the moment someone was within 600 feet of a McDonald’s to unlock the deal for a one‑cent Whopper. Braze testing capabilities helped optimize opt‑ins and message performance.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ac70350eb538\",\"_type\":\"block\",\"children\":[{\"_key\":\"12a3b6b57c8e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The results\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"46aef2d4d98d\",\"_type\":\"block\",\"children\":[{\"_key\":\"5ab98efedf58\",\"_type\":\"span\",\"marks\":[],\"text\":\"3.2 million new app installs\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"60bea0499199\",\"_type\":\"block\",\"children\":[{\"_key\":\"28a623b55caf\",\"_type\":\"span\",\"marks\":[],\"text\":\"53.7% lift in MAUs,\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cd2c857fbbca\",\"_type\":\"block\",\"children\":[{\"_key\":\"3a070fda9cea\",\"_type\":\"span\",\"marks\":[],\"text\":\"143% increase in users sharing location data\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"28de8c07aa66\",\"_type\":\"block\",\"children\":[{\"_key\":\"6b7ab044de50\",\"_type\":\"span\",\"marks\":[],\"text\":\"37:1 campaign ROI\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e0e7a2f4eea3\",\"_type\":\"block\",\"children\":[{\"_key\":\"6bc4e7156713\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"From Sydney to Stuttgart: Canva’s global connection\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"100da1a239d9\",\"_type\":\"block\",\"children\":[{\"_key\":\"07e33d594831\",\"_type\":\"span\",\"marks\":[\"c8bbd7694562\"],\"text\":\"Canva\"},{\"_key\":\"80c07f13acce\",\"_type\":\"span\",\"marks\":[],\"text\":\", the online design platform serving millions across 190 countries, set out to communicate more effectively with a diverse, global audience.\"}],\"markDefs\":[{\"_key\":\"c8bbd7694562\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/canva-case-study\"}],\"style\":\"normal\"},{\"_key\":\"fa50745645c0\",\"_type\":\"block\",\"children\":[{\"_key\":\"b9678dff0249\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The challenge\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"7fd8a0fab0f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"82672d88110c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email and messaging were managed across siloed systems, and most communications went out only in English. The team needed scalable localization without sacrificing deliverability or speed.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"662c5aa2e516\",\"_type\":\"richImage\",\"alt\":\"a computer screen with a message that says social distancing isn 't the end of socializing\",\"asset\":{\"_ref\":\"image-bd4f2e4e4faa8e552636255e9711417a399b4c52-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"d0f328770f87\",\"_type\":\"block\",\"children\":[{\"_key\":\"ea5feff10723\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The strategy\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"0cfd1baf9210\",\"_type\":\"block\",\"children\":[{\"_key\":\"c47bde074bca\",\"_type\":\"span\",\"marks\":[],\"text\":\"Using Braze Connected Content with the Google Sheet API, Canva sent tailored messaging in 20 languages, while running an advanced IP warmup to safely scale weekly sends from 30 million to 50 million. Campaigns featured timely, helpful content and were orchestrated across channels to match local needs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"752c61836f29\",\"_type\":\"block\",\"children\":[{\"_key\":\"7f885d24c33f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The results\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"68f75c9ea216\",\"_type\":\"block\",\"children\":[{\"_key\":\"b3d0bcd72aa6\",\"_type\":\"span\",\"marks\":[],\"text\":\"33% uplift in open rates\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9774d9d2a1fc\",\"_type\":\"block\",\"children\":[{\"_key\":\"77e398823caa\",\"_type\":\"span\",\"marks\":[],\"text\":\"2.5% increase in engagement\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6d1565a0c051\",\"_type\":\"block\",\"children\":[{\"_key\":\"66f5f53f4208\",\"_type\":\"span\",\"marks\":[],\"text\":\"99% deliverability while doubling down on email volumes\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"967d6b71a1b3\",\"_type\":\"anchor\",\"anchorId\":\"privacy\"},{\"_key\":\"c6820c6e13e6\",\"_type\":\"block\",\"children\":[{\"_key\":\"dc971070ee9b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Privacy considerations and platform changes in location-based marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"e88a932190a6\",\"_type\":\"block\",\"children\":[{\"_key\":\"420f866013ce\",\"_type\":\"span\",\"marks\":[],\"text\":\"You can’t discuss location-based marketing without addressing privacy. Concern around the sensitive nature of some data is often the biggest barrier to broader adoption and trust. For both brands and consumers, how personal information is collected, used and protected is of primary importance. Even well-intentioned marketing efforts can feel uncomfortable to customers if done carelessly.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d58191ef9162\",\"_type\":\"block\",\"children\":[{\"_key\":\"2a5433b3c5b1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Research found that \"},{\"_key\":\"159eff1823ca\",\"_type\":\"span\",\"marks\":[\"aeb22cd1a2ce\"],\"text\":\"55% of people describe it as creepy\"},{\"_key\":\"7ccc990e41cf\",\"_type\":\"span\",\"marks\":[],\"text\":\" when websites know their location immediately upon opening—without user consent. 81% used negative descriptors like “scary,” “annoying,” or “invasive” to describe such tracking.\"}],\"markDefs\":[{\"_key\":\"aeb22cd1a2ce\",\"_type\":\"link\",\"href\":\"https://internetsafetylabs.org/blog/research/what-is-respectful-use-of-location-information-new-me2ba-research-published/\"}],\"style\":\"normal\"},{\"_key\":\"b3f6eebf7a6b\",\"_type\":\"block\",\"children\":[{\"_key\":\"0a93cdab283d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Even well-intentioned campaigns can feel invasive if the value isn’t obvious. If you can’t make a clear, credible case for why sharing location will improve a customer’s experience, it’s better not to use it. And if you do, avoid overusing the data you gain. Triggering a push every time someone walks past your store isn’t just annoying, it’s a fast track to opt-outs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"051049bedc7d\",\"_type\":\"block\",\"children\":[{\"_key\":\"3a8e8d347b74\",\"_type\":\"span\",\"marks\":[],\"text\":\"The tech landscape is also shifting rapidly. Major platforms are rolling out more granular permission settings, tighter background tracking limits, and privacy-preserving APIs that reduce reliance on persistent identifiers. At the same time, regulators are increasing scrutiny on sensitive location data, with enforcement actions targeting companies that collect or share precise information without consent.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"178ea7802668\",\"_type\":\"block\",\"children\":[{\"_key\":\"eedd7ccc40b3\",\"_type\":\"span\",\"marks\":[],\"text\":\"For marketers, this means two things:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2310b3c74c3f\",\"_type\":\"block\",\"children\":[{\"_key\":\"c043ab853874\",\"_type\":\"span\",\"marks\":[],\"text\":\"Build location-based campaigns on a foundation of clear, customer-first privacy practices—ask for permission at moments of obvious value, explain how data will be used, and avoid sensitive-location targeting.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fb0437691e87\",\"_type\":\"block\",\"children\":[{\"_key\":\"e30a54e85089\",\"_type\":\"span\",\"marks\":[],\"text\":\"Stay agile. Platform rules, privacy tools, and consumer expectations will keep evolving, and strategies need to adapt in step.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b0a98114ae1b\",\"_type\":\"block\",\"children\":[{\"_key\":\"cbedd1d5a4bb\",\"_type\":\"span\",\"marks\":[],\"text\":\"When customers know their data is respected, they’re far more likely to share it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5bbf6276f6c0\",\"_type\":\"anchor\",\"anchorId\":\"best\"},{\"_key\":\"8e651a23395f\",\"_type\":\"block\",\"children\":[{\"_key\":\"320503c0d525\",\"_type\":\"span\",\"marks\":[],\"text\":\"Best practices for implementing location-based marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"f9b5cc328b13\",\"_type\":\"block\",\"children\":[{\"_key\":\"9421064279b4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Clear value, respectful data use, and smart execution are what separate successful location-based advertising from campaigns that alienate customers. These best practices can help build programs that perform over time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1ab04fcc9b99\",\"_type\":\"block\",\"children\":[{\"_key\":\"dea0a5b38311\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Ask for consent at the right time\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"491aa5637e24\",\"_type\":\"block\",\"children\":[{\"_key\":\"fe148a6489d6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Prompt for location permissions during onboarding or when the value is most obvious. For example, just before offering location-specific offers or local event updates.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b00018e660a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"69afec962e22\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Be transparent and specific\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"f86c2314811d\",\"_type\":\"block\",\"children\":[{\"_key\":\"fa401f62c26e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Explain exactly how location data will be used, what customers will gain, and what won’t be done with their data. Make commitments and honor them.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"83790cbafcb5\",\"_type\":\"block\",\"children\":[{\"_key\":\"8eec8e34f607\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. 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Monitor KPIs for early warning signs\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6f9876f2fd4a\",\"_type\":\"block\",\"children\":[{\"_key\":\"33ac1d79961b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Track opt-out rates, app uninstalls, and engagement drop-offs to spot issues before they damage trust.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b1c65fddcb29\",\"_type\":\"block\",\"children\":[{\"_key\":\"518dddf305f7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"6. Test before scaling\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"79fd48b184b1\",\"_type\":\"block\",\"children\":[{\"_key\":\"d3f04718565b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Run A/B or multivariate tests on small segments to validate timing, creative, and targeting accuracy before expanding campaigns.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6eef02cfbe5d\",\"_type\":\"block\",\"children\":[{\"_key\":\"d0b703090347\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"7. Avoid “creepy” execution\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"ba59d3908c8c\",\"_type\":\"block\",\"children\":[{\"_key\":\"bd8c79fa0694\",\"_type\":\"span\",\"marks\":[],\"text\":\"Don’t call out hyper-specific movements in messaging unless the value to the customer is obvious and significant. Keep the focus on helpfulness, not surveillance.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"678e9127818e\",\"_type\":\"anchor\",\"anchorId\":\"braze\"},{\"_key\":\"e3d264d54652\",\"_type\":\"block\",\"children\":[{\"_key\":\"cbeccbb6b281\",\"_type\":\"span\",\"marks\":[],\"text\":\"How Braze supports location-based marketing campaigns\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"c3df1ddb9a34\",\"_type\":\"block\",\"children\":[{\"_key\":\"6e1d3235d4b9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze enables marketers to activate real-time, location-based targeting across channels with precision and scale. 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trust.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0ab32db29233\",\"_type\":\"anchor\",\"anchorId\":\"check\"},{\"_key\":\"b413a268ebce\",\"_type\":\"block\",\"children\":[{\"_key\":\"1dca00b4da6a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Checklist for location-based marketing success\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"4a99299f2110\",\"_type\":\"block\",\"children\":[{\"_key\":\"edee2a0b98e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Before you launch your next campaign, run through this quick checklist to make sure you’re set up for success:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f704e6cb94ee\",\"_type\":\"block\",\"children\":[{\"_key\":\"ea818682b84b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Define clear objectives\"},{\"_key\":\"352556d41f96\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Know whether you’re driving foot traffic, increasing engagement, or boosting 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The brands that see the biggest lift combine location with preferences, past behavior, and lifecycle stage to make campaigns feel genuinely useful.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7bbc5fafbf2d\",\"_type\":\"block\",\"children\":[{\"_key\":\"7af8c2382abb\",\"_type\":\"span\",\"marks\":[],\"text\":\"That usefulness is what earns trust. Customers are far more willing to share their location if the value is clear and the experience is better because of it. 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This pillar of cross-channel marketing has been proven to boost engagement and help brands build lasting connections with their audience.\"}],\"markDefs\":[{\"_key\":\"9c363f7cb20d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/mobile-app-messaging\"}],\"style\":\"normal\"},{\"_key\":\"bfd11f314144\",\"_type\":\"block\",\"children\":[{\"_key\":\"7491ab39d59d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"But while many marketers recognize their potential, not everyone feels confident navigating the content, design, and technical side of this powerful messaging channel. \"},{\"_key\":\"7491ab39d59d1\",\"_type\":\"span\",\"marks\":[\"eb113bc8918f\"],\"text\":\"Understanding push notification\"},{\"_key\":\"7491ab39d59d2\",\"_type\":\"span\",\"marks\":[],\"text\":\" best practices can help drive effective and engaging campaigns.\"}],\"markDefs\":[{\"_key\":\"eb113bc8918f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/push/about/#potential-use-cases\"}],\"style\":\"normal\"},{\"_key\":\"a600a3607dba\",\"_type\":\"block\",\"children\":[{\"_key\":\"edb4042da83d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Whether you're aiming to boost engagement, increase revenue, or personalize at scale, this guide will help you with:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a531390a8a33\",\"_type\":\"block\",\"children\":[{\"_key\":\"97819b26b4950\",\"_type\":\"span\",\"marks\":[\"f9b599401bf2\"],\"text\":\"What are Push Notifications and Why do they 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social media alert lighting up a phone’s lock screen, push notifications are designed to grab attention and drive action in the moment. With just a tap or click, users can jump straight into an app and engage with the latest updates, offers, or reminders.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"23169788f959\",\"_type\":\"block\",\"children\":[{\"_key\":\"a93ed60ddd6d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Push notifications serve a range of purposes, from alerting customers to a flash sale or breaking news to delivering essential updates like train times, events and purchase confirmations. They’re highly visible, immediate, and effective at driving engagement. In fact, according to our research, \"},{\"_key\":\"a93ed60ddd6d1\",\"_type\":\"span\",\"marks\":[\"2b1e83609bbf\"],\"text\":\"push notifications increase engagement by up to 191%\"},{\"_key\":\"a93ed60ddd6d2\",\"_type\":\"span\",\"marks\":[],\"text\":\" compared to users who receive no messages—making them one of the most effective real-time marketing tools available.\"}],\"markDefs\":[{\"_key\":\"2b1e83609bbf\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/push-notifications/confirmation#gated-resource-form-panel\"}],\"style\":\"normal\"},{\"_key\":\"126cb8595147\",\"_type\":\"block\",\"children\":[{\"_key\":\"862ab85cdcb20\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s also important to note that consumers have full control over their push notification preferences. Some choose to keep them on for everything, while others limit them to select apps and brands—or turn them off completely. Many websites ask users to enable push notifications through their browsers, while operating systems like iOS and Android let users fine-tune their settings, even pausing notifications entirely with Do Not Disturb mode. Most devices also offer notification summaries, giving users a quick way to catch up on anything they’ve missed.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a425c1d755e7\",\"_type\":\"anchor\",\"anchorId\":\"types\"},{\"_key\":\"9cc5c7c2839b\",\"_type\":\"block\",\"children\":[{\"_key\":\"25db2bb717ea0\",\"_type\":\"span\",\"marks\":[],\"text\":\"What are the different platforms that support push notifications?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"3b3c9afc61f8\",\"_type\":\"block\",\"children\":[{\"_key\":\"02e5878a514d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"There are six different platforms that support push notifications, each with a best use.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"16f61b8ae74a\",\"_type\":\"block\",\"children\":[{\"_key\":\"c8555dde4af40\",\"_type\":\"span\",\"marks\":[\"3923839362e1\"],\"text\":\"Mobile push notifications\"}],\"markDefs\":[{\"_key\":\"3923839362e1\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whats-a-push-notification\"}],\"style\":\"h3\"},{\"_key\":\"411047d200b5\",\"_type\":\"block\",\"children\":[{\"_key\":\"69f8d20d6ee60\",\"_type\":\"span\",\"marks\":[],\"text\":\"Short, attention-grabbing messages sent to smartphone users who have opted in to receive updates from an app.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"74972d585f86\",\"_type\":\"block\",\"children\":[{\"_key\":\"b1f1a98994790\",\"_type\":\"span\",\"marks\":[],\"text\":\"Best used for engaging users with timely updates, such as sending a notification when a favorited item is back in stock or a credit card is used.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0c5d05f82121\",\"_type\":\"richImage\",\"alt\":\"A smartphone displays a pop-up ad for makeup, featuring a hand holding red lipstick and purple mascara, set against abstract blue 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completions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"49dd785c8877\",\"_type\":\"richImage\",\"alt\":\"An e-commerce website showing a personalized exit-intent pop-up with a discount offer and a cart abandonment notification.\",\"asset\":{\"_ref\":\"image-6106c337c2d488a2e24d297a4237da53af65014e-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"08c4141bb62b\",\"_type\":\"block\",\"children\":[{\"_key\":\"6965815e06960\",\"_type\":\"span\",\"marks\":[\"4b883aa4e1eb\"],\"text\":\"Connected TV and device push notifications\"}],\"markDefs\":[{\"_key\":\"4b883aa4e1eb\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/what-are-connected-tv-notifications\"}],\"style\":\"h3\"},{\"_key\":\"f7dbe85f7a28\",\"_type\":\"block\",\"children\":[{\"_key\":\"bec5394893090\",\"_type\":\"span\",\"marks\":[],\"text\":\"Messages sent to smart TVs and connected devices either on-screen or via second-screen notifications on mobile.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4df7f5970c1c\",\"_type\":\"block\",\"children\":[{\"_key\":\"1f9462fd43d70\",\"_type\":\"span\",\"marks\":[],\"text\":\"Best used for keeping audiences engaged with entertainment content, such as notifying them when a new episode is available or sending personalized recommendations for new content to watch.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b8df7a73892a\",\"_type\":\"richImage\",\"alt\":\"A moviecanon streaming app on a TV screen displays a pop-up offering a free month of unlimited streaming for referrals.\",\"asset\":{\"_ref\":\"image-04530adf71de0e3cb989adaf41d1a2cf2f6b39fe-2400x1350-png\",\"_type\":\"reference\"}},{\"_key\":\"7a0cef36765c\",\"_type\":\"block\",\"children\":[{\"_key\":\"fb95dcc4e2e40\",\"_type\":\"span\",\"marks\":[\"76f3e91cb0c9\"],\"text\":\"Wearables push notifications\"}],\"markDefs\":[{\"_key\":\"76f3e91cb0c9\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/wearables-push-notifications\"}],\"style\":\"h3\"},{\"_key\":\"43310f3b16a9\",\"_type\":\"block\",\"children\":[{\"_key\":\"2f8d906fd7b60\",\"_type\":\"span\",\"marks\":[],\"text\":\"Notifications sent to smartwatches and fitness trackers, optimized for quick glances and minimal interaction.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dfa255db6204\",\"_type\":\"block\",\"children\":[{\"_key\":\"9ac12b814fdb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Best used for real-time updates like workout progress or ride-share arrival alerts.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"20fe6d632ea8\",\"_type\":\"richImage\",\"alt\":\"Apple Watch displaying a Steppington app notification about setting a step goal.\",\"asset\":{\"_ref\":\"image-fdf447853ef16323981b6217a35633ff28e67641-2400x1200-png\",\"_type\":\"reference\"}},{\"_key\":\"4a1707560a55\",\"_type\":\"block\",\"children\":[{\"_key\":\"8c35b9cc1b900\",\"_type\":\"span\",\"marks\":[\"f610f35613a6\"],\"text\":\"AR, VR, and spatial computing push notifications\"}],\"markDefs\":[{\"_key\":\"f610f35613a6\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/building-braze-a-new-era-of-customer-engagement-braze-announces-visionos-support\"}],\"style\":\"h3\"},{\"_key\":\"6f71f4c04642\",\"_type\":\"block\",\"children\":[{\"_key\":\"966d19f6595c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Push notifications designed for immersive digital experiences on AR, VR, and spatial computing devices.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"14caf2b2baae\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e799b34c78c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Best used for enhancing engagement in gaming and entertainment, such as notifying players when a new game level is available.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b46ee2c6d28f\",\"_type\":\"richImage\",\"alt\":\"A translucent \\\"Steppington Weekly Recap\\\" notification overlaying a modern living room with a sofa and TV.\",\"asset\":{\"_ref\":\"image-e71ca686d8a4447e8ac93bb235e253bf52479672-2400x1936-png\",\"_type\":\"reference\"}},{\"_key\":\"5aa95f8e1597\",\"_type\":\"anchor\",\"anchorId\":\"push101\"},{\"_key\":\"cbaebf664217\",\"_type\":\"block\",\"children\":[{\"_key\":\"2e7c7090b6480\",\"_type\":\"span\",\"marks\":[],\"text\":\"How push notifications work and why they’re effective\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"5ca4c22cfe24\",\"_type\":\"block\",\"children\":[{\"_key\":\"d10aa0e389550\",\"_type\":\"span\",\"marks\":[],\"text\":\"A push notification is sent to a users’ device—whether that be mobile, laptop or desktop, by a mobile app or website that they’ve given permission to message them.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5f22d53c58b6\",\"_type\":\"block\",\"children\":[{\"_key\":\"653cd4a863810\",\"_type\":\"span\",\"marks\":[],\"text\":\"A user doesn't need to be actively on the website or in the app for a message to be sent, which means it’s a great channel for urgent or time-sensitive content that brands want to use to inspire a specific action.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0fc7b5785e6a\",\"_type\":\"block\",\"children\":[{\"_key\":\"957d7e011e1d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How are push notifications actually sent to devices?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"8c411815f920\",\"_type\":\"block\",\"children\":[{\"_key\":\"a93dc98ed5db0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Marketers have two main ways to deliver push notifications to their audience’s devices. They can either create and send messages using a customer engagement platform (like Braze) or trigger them programmatically via \"},{\"_key\":\"a93dc98ed5db1\",\"_type\":\"span\",\"marks\":[\"bfc3f4f69ec4\"],\"text\":\"API calls\"},{\"_key\":\"a93dc98ed5db2\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"bfc3f4f69ec4\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whats-an-api\"}],\"style\":\"normal\"},{\"_key\":\"d3e9ed487440\",\"_type\":\"richImage\",\"alt\":\"A user interface for creating StyleRyde push notifications, showing a preview and input fields for the message \\\"Your ride is outside!\\\".\",\"asset\":{\"_ref\":\"image-3974c4e2fb094e63874c0099a44c6961282e7a92-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"210db2a10ec2\",\"_type\":\"block\",\"children\":[{\"_key\":\"cff3097d10a7\",\"_type\":\"span\",\"marks\":[],\"text\":\"The dashboard approach is the go-to method for most marketers. 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. 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Push notifications aren’t just another marketing channel—they’re a major innovation when used effectively. 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Customer lifecycle management tracks the wider picture, allowing brands to map out each stage and focus on adding value where it's needed most.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"38d3f7318b12\",\"_type\":\"block\",\"children\":[{\"_key\":\"55d09b83be31\",\"_type\":\"span\",\"marks\":[],\"text\":\"This guide will break down what customer lifecycle management really means, how it differs from CRM, and how marketing and product teams can use it to grow stronger, longer-lasting connections. Along the way, we’ll explore key lifecycle phases, modern CLM strategies, and real-world examples of brands driving better results.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ba7d4fcfa8d8\",\"_type\":\"block\",\"children\":[{\"_key\":\"97d0ec201f84\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Contents\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"20298563907b\",\"_type\":\"block\",\"children\":[{\"_key\":\"ba290874b41e\",\"_type\":\"span\",\"marks\":[\"43d8c44a86ef\"],\"text\":\"What is customer lifecycle management?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"43d8c44a86ef\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/customer-lifecycle-management#what\"}],\"style\":\"normal\"},{\"_key\":\"04e080da27d6\",\"_type\":\"block\",\"children\":[{\"_key\":\"335138413d97\",\"_type\":\"span\",\"marks\":[\"5d0c71f688f7\"],\"text\":\"How customer lifecycle management fuels marketing, product, and growth\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"5d0c71f688f7\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/customer-lifecycle-management#how\"}],\"style\":\"normal\"},{\"_key\":\"aa94b4d85368\",\"_type\":\"block\",\"children\":[{\"_key\":\"6428135de2ca\",\"_type\":\"span\",\"marks\":[\"99b352558f28\"],\"text\":\"The five key customer lifecycle phases (and how to master them)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"99b352558f28\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/customer-lifecycle-management#agile\"}],\"style\":\"normal\"},{\"_key\":\"4fc9f3dffd25\",\"_type\":\"block\",\"children\":[{\"_key\":\"b900c929bc1a\",\"_type\":\"span\",\"marks\":[\"27a801add144\"],\"text\":\"Why agile customer lifecycle management software beats a legacy approach\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"27a801add144\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/customer-lifecycle-management#agile\"}],\"style\":\"normal\"},{\"_key\":\"41a986c6ebb5\",\"_type\":\"block\",\"children\":[{\"_key\":\"478e84d75cef\",\"_type\":\"span\",\"marks\":[\"3471a0e6637a\"],\"text\":\"Customer lifecycle management best practices for growing value\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"3471a0e6637a\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/customer-lifecycle-management#best-practices\"}],\"style\":\"normal\"},{\"_key\":\"4ace6e453ac1\",\"_type\":\"block\",\"children\":[{\"_key\":\"9776f371a8b2\",\"_type\":\"span\",\"marks\":[\"a17ca6e8f88e\"],\"text\":\"Choosing customer lifecycle management software: What to look for\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"a17ca6e8f88e\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/customer-lifecycle-management#software\"}],\"style\":\"normal\"},{\"_key\":\"8dbe6e2773ee\",\"_type\":\"block\",\"children\":[{\"_key\":\"62784ffe77a4\",\"_type\":\"span\",\"marks\":[\"f34542f50e01\"],\"text\":\"How top brands are growing LTV with Braze\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"f34542f50e01\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/customer-lifecycle-management#examples\"}],\"style\":\"normal\"},{\"_key\":\"3c586a8b5bfa\",\"_type\":\"block\",\"children\":[{\"_key\":\"d1024d65dd8b\",\"_type\":\"span\",\"marks\":[\"2944091d142b\"],\"text\":\"Final thoughts\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"2944091d142b\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/customer-lifecycle-management#conclusion\"}],\"style\":\"normal\"},{\"_key\":\"91cb484b5f48\",\"_type\":\"block\",\"children\":[{\"_key\":\"2ca46958e9a2\",\"_type\":\"span\",\"marks\":[\"6b4913eb805c\"],\"text\":\"FAQs about customer lifecycle management\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"6b4913eb805c\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/customer-lifecycle-management#faqs\"}],\"style\":\"normal\"},{\"_key\":\"2fc60e9f9155\",\"_type\":\"anchor\",\"anchorId\":\"what\"},{\"_key\":\"d572e5494fcb\",\"_type\":\"block\",\"children\":[{\"_key\":\"9778eb9c2de0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What is customer lifecycle management?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"6d598e4a5b9d\",\"_type\":\"block\",\"children\":[{\"_key\":\"eb12d992ba26\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer lifecycle management is the practice of guiding people through the stages of their relationship with your brand. From the first time someone hears about you to when they make another purchase and long after, customer lifecycle management helps brands to shape experiences that drive deeper engagement, loyalty, and growth.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5d11c9af9b9d\",\"_type\":\"block\",\"children\":[{\"_key\":\"82f82c206bd4\",\"_type\":\"span\",\"marks\":[],\"text\":\"The customer lifecycle is a journey with several important steps: Discovery, activation, engagement, retention, and sometimes reactivation. Managing that journey means understanding where each customer is and responding with the right message at the right moment.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1d46bacd2b20\",\"_type\":\"block\",\"children\":[{\"_key\":\"16f5e62df0aa\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer lifecycle management is about using that information to create real-time, personalized interactions. 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Their mission is to make sending love as seamless as ordering coffee, with fresh, same-day deliveries and a smooth digital experience.\"}],\"markDefs\":[{\"_key\":\"7b996d2d974e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/floward-case-study\"}],\"style\":\"normal\"},{\"_key\":\"0426520c3abf\",\"_type\":\"block\",\"children\":[{\"_key\":\"15f08ba74881\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The challenge\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"4b49f3543f19\",\"_type\":\"block\",\"children\":[{\"_key\":\"36b27e6700b5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Floward set out to boost engagement and conversion during the high-stakes Valentine’s Day season. 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