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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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rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-gray-300 bg-white text-gray-700 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 disabled:border-gray-200 disabled:bg-white disabled:text-gray-300 h-[28px]" href="/partners/search?partner=technology&type=Message+Personalization">Message Personalization</a><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-gray-300 bg-white text-gray-700 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 disabled:border-gray-200 disabled:bg-white disabled:text-gray-300 h-[28px]" href="/partners/search?partner=technology&type=Dynamic+Content">Dynamic Content</a><a class="inline-flex items-center 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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">Technology</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">What is Notify AI?</h3><div class="flex flex-col gap-6"><p>AI to drive marketing pressure and orchestrate omnichannel in your CRM:</p><p><br/>Ian by Notify uses artificial intelligence to manage and optimize customer communications for brands and leading retailers.</p><p><br/>Through its AI, which connects the various CRM platforms and coordinates all communication channels, brands can finally control their overall marketing pressure in real time.</p><p></p><p>Deliver the message to each consumer at the right time, via the right channel:</p><ul><li class="mb-2 ml-10 list-disc">Increases business performance by +20%</li><li class="mb-2 ml-10 list-disc">Reactivates 50% of inactive customers and helps to grow the customer base</li><li class="mb-2 ml-10 list-disc">Reduces the digital carbon footprint by up to 20%.</li></ul><p><br/>Ian by Notify individualizes brands' dialogue in real time to meet the 4 CRM challenges of engagement, consumer loyalty, brand responsibility, and the sustainability of the models that transform customer relations.</p></div></section><section class="flex flex-col gap-9"><h3 class="text-display-md font-semibold text-gray-900">How we work together</h3><div class="flex flex-col gap-6"><p>The Braze Notify connector unifies and delivers in real time all the consumer data available to enrich your CRM platform and guide each operation to the individual in the best possible way.</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 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The session, “Don’t Set It and Forget It” with Sarah Lands Ramrup and Diana Gilbert, explored how Purina built a connected ecosystem of products and services designed to engage pet owners at every critical point in their journey—driving loyalty through personalization and real-time customer engagement.\"}],\"markDefs\":[{\"_key\":\"14a5d5fb57c8\",\"_type\":\"link\",\"href\":\"https://forge.braze.com/2024\"}],\"style\":\"normal\"},{\"_key\":\"13f8d61c2292\",\"_type\":\"block\",\"children\":[{\"_key\":\"92d67f0ca3a8\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The pet care journey: From transactional to experiential\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e6998097988c\",\"_type\":\"block\",\"children\":[{\"_key\":\"5a2050025e89\",\"_type\":\"span\",\"marks\":[],\"text\":\"At the heart of Purina’s marketing strategy is the pet care journey. 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Using the Braze platform’s segmentation tools, Diana was able to identify users who owned cats with relevant health concerns, launching a multi-step journey that offered users a high-value offer for the health monitoring device.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"21822705068a\",\"_type\":\"block\",\"children\":[{\"_key\":\"3b3ee120f2d3\",\"_type\":\"span\",\"marks\":[],\"text\":\"“We had 50 conditions in the segment, illustrating the power of the Braze tool and its ability to find your exact target consumer,” Diana explained.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b1b191f225c9\",\"_type\":\"block\",\"children\":[{\"_key\":\"f1fd6a5d8579\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Meeting users where they are with real-time engagement\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"12ef6b76c5f4\",\"_type\":\"block\",\"children\":[{\"_key\":\"29f177ca1b62\",\"_type\":\"span\",\"marks\":[],\"text\":\"A key element of Purina’s success with Braze is having the ability to meet users where they are, whether on the myPurina app, website, or through \"},{\"_key\":\"5a7a3f010dd3\",\"_type\":\"span\",\"marks\":[\"c242a2994912\"],\"text\":\"direct-to-consumer\"},{\"_key\":\"2d30a30fca29\",\"_type\":\"span\",\"marks\":[],\"text\":\" (DTC) channels.\"}],\"markDefs\":[{\"_key\":\"c242a2994912\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/2019-dtc-data-report\"}],\"style\":\"normal\"},{\"_key\":\"9b80a66c67e9\",\"_type\":\"block\",\"children\":[{\"_key\":\"f6832c4d582b\",\"_type\":\"span\",\"marks\":[],\"text\":\"“We’ve launched many campaigns incentivizing consumers to cross over from our website to our app,” Diana said. By using in-browser messaging to notify users of points earned from purchases, Purina created a seamless experience that encourages users to engage across platforms.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"55b875379cd0\",\"_type\":\"richImage\",\"alt\":\"three screenshots of a pet app with a dog and a cat\",\"asset\":{\"_ref\":\"image-293e0ef6d2f10e089a01bfe249616216713bc5a0-2400x1388-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"b5d7060013c8\",\"_type\":\"block\",\"children\":[{\"_key\":\"0745060bca82\",\"_type\":\"span\",\"marks\":[],\"text\":\"Diana also highlighted the importance of speaking to consumers on a 1:1 basis at scale. By incorporating personal touches—like using a pet’s name or referencing loyalty points—Purina enhanced its communications and deepened customer relationships.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6ff8fc4b0a36\",\"_type\":\"block\",\"children\":[{\"_key\":\"0aa62d252352\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Looking ahead: Expanding Braze across the ecosystem\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"2e2c9a1b97ef\",\"_type\":\"block\",\"children\":[{\"_key\":\"afe1f6bcd387\",\"_type\":\"span\",\"marks\":[],\"text\":\"As Purina looks toward the future, the team is excited to further expand their use of Braze. Sarah mentioned their plans to build cross- and upsell promotions using the platform’s AI-driven product recommendations and to develop true cross-channel consumer journeys across acquisition, loyalty, and retention.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3b4652ec3471\",\"_type\":\"block\",\"children\":[{\"_key\":\"e732050f5dc7\",\"_type\":\"span\",\"marks\":[],\"text\":\"“We’re excited to take Braze even further into our ecosystem, including leveraging it for PetFinder, a rich entry point into the pet acquisition journey,” Sarah said.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2ec05054970d\",\"_type\":\"block\",\"children\":[{\"_key\":\"9412e0eb931e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"f2d747559118\",\"_type\":\"block\",\"children\":[{\"_key\":\"5661e3d1ff8f\",\"_type\":\"span\",\"marks\":[],\"text\":\"With a clear focus on personalization, data-driven decision-making, and agile activations, Nestlé Purina is pushing the boundaries of what’s possible in customer engagement, ensuring that every pet owner’s experience is not just transactional, but a meaningful journey that fosters lifetime pet wellness—and brand loyalty.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"184522a5f2db\",\"_type\":\"block\",\"children\":[{\"_key\":\"f78b2cd745fa\",\"_type\":\"span\",\"marks\":[],\"text\":\"To learn more about how today’s brands are driving success with their customer engagement strategies, \"},{\"_key\":\"f318a1fc264e\",\"_type\":\"span\",\"marks\":[\"9e48165b665f\"],\"text\":\"register to attend Forge 2025\"},{\"_key\":\"450810ebcbcb\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"9e48165b665f\",\"_type\":\"link\",\"href\":\"https://forge.braze.com/2025\"}],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/d95ccc468ce759ecc299217773c4a66dbceb9d54-3840x2160.png\",\"publishedDate\":\"2025-08-22T14:56:00.000Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-aa4101dc530d91401738fd2736ecbb79c5a0cc50-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Nestlé Purina transformed lifecycle marketing with Braze, creating experiences. 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Check out a breakdown of those changes and more in our \"},{\"_key\":\"19d746673207\",\"_type\":\"span\",\"marks\":[\"a5461851493d\"],\"text\":\"blog post from June\"},{\"_key\":\"dcd7c618855a\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"a5461851493d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/gafa-2025-android-16-ios-26-announcements\"}],\"style\":\"normal\"},{\"_key\":\"37524c91da15\",\"_type\":\"block\",\"children\":[{\"_key\":\"c38266aaac0e\",\"_type\":\"span\",\"marks\":[],\"text\":\"One of the updates Apple announced is set to have a significant impact on mobile marketers: SMS, MMS, and RCS messages from unknown senders will be filtered into a less visible \\\"Unknown Senders\\\" inbox within Messages. This makes it crucial for brands to take proactive steps to ensure their messages land in the main Messages inbox. 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Messages from unknown senders will appear in a dedicated \"},{\"_key\":\"9dc53b1c3b19\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Unknown Senders\"},{\"_key\":\"a762d05a11f6\",\"_type\":\"span\",\"marks\":[],\"text\":\" folder, where users can then \\\"Mark as Known\\\" or delete the message.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"087f3ae5d8e0\",\"_type\":\"block\",\"children\":[{\"_key\":\"f48f28cec839\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Why this update matters for marketers\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"06340bb20ef3\",\"_type\":\"block\",\"children\":[{\"_key\":\"4be8ebd56c50\",\"_type\":\"span\",\"marks\":[],\"text\":\"This change has significant implications for marketing messaging. For your SMS/RCS subscribers who enable this feature, your phone number or RCS verified sender will likely be considered an unknown number once this change goes into effect, making your messages much less visible and potentially resulting in dips in engagement. Spam reporting is also now easier for users, making it critical to send relevant and personalized messages that your customers value. Read on to learn more about how to respond to these changes. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b7fac31e72b0\",\"_type\":\"block\",\"children\":[{\"_key\":\"07590d167b24\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Key Details:\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6a8ada82ff1f\",\"_type\":\"block\",\"children\":[{\"_key\":\"2ebb5addf76c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Unknown Sender filtering will be OFF by default:\"},{\"_key\":\"2223512b505c\",\"_type\":\"span\",\"marks\":[],\"text\":\" This is good news for marketers and will likely lessen the impact of this update. However, once this setting is enabled, it moves messages from unknown numbers into an “Unknown Senders” folder. The folder gets a small blue badge on the \\\"Filters\\\" icon within the Messages app when new messages arrive, but users receive no notifications, unless otherwise customized.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2e99bf03b899\",\"_type\":\"block\",\"children\":[{\"_key\":\"5aa8cef5fa7c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Users can customize notifications for unknown messages:\"},{\"_key\":\"1d6f6f6115e2\",\"_type\":\"span\",\"marks\":[],\"text\":\" Within the “Unknown Senders” settings, users can choose to have the system notify them for certain types of messages from unknown numbers, including:\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1d3e04d9ede6\",\"_type\":\"block\",\"children\":[{\"_key\":\"be6ad9737602\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Personal:\"},{\"_key\":\"fac508579f78\",\"_type\":\"span\",\"marks\":[],\"text\":\" Identified as not sent by businesses or organizations\"}],\"level\":2,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dd4946804705\",\"_type\":\"block\",\"children\":[{\"_key\":\"f8995844cd0c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Transactions:\"},{\"_key\":\"7f1139ef6a4b\",\"_type\":\"span\",\"marks\":[],\"text\":\" Including order updates, receipts, and confirmations\"}],\"level\":2,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a270ff29896a\",\"_type\":\"block\",\"children\":[{\"_key\":\"cf982e87fd84\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Promotions:\"},{\"_key\":\"c7bad97c8dc9\",\"_type\":\"span\",\"marks\":[],\"text\":\" Including general offers and updates sent to multiple recipients\"}],\"level\":2,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7b88b53322d7\",\"_type\":\"block\",\"children\":[{\"_key\":\"49ba8e9ec208\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Time-sensitive messages will still appear in the main inbox:\"},{\"_key\":\"5dc582f127f7\",\"_type\":\"span\",\"marks\":[],\"text\":\" Using on-device models, the system will identify time-sensitive messages, like verification codes and order confirmations, and surface them in the main conversation list for one hour, even if they are from unknown numbers.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"21ce783ce34c\",\"_type\":\"block\",\"children\":[{\"_key\":\"cdd01f8a052c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Existing subscribers who have interacted with your brand are grandfathered in:\"},{\"_key\":\"1afe24528331\",\"_type\":\"span\",\"marks\":[],\"text\":\" If a user has sent your brand a message via SMS/RCS—for example, sending a message as part of your opt-in flow, replying “Y” for double opt-in, or sending in a keyword for a promo—they will remain in the main conversation inbox, even if they haven't saved you as a contact or \\\"Marked as Known.\\\"\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"17b62b3440d0\",\"_type\":\"block\",\"children\":[{\"_key\":\"21fb311ea82b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"RCS for Business messages will not bypass this filtering:\"},{\"_key\":\"f6d2e3452deb\",\"_type\":\"span\",\"marks\":[],\"text\":\" While the \"},{\"_key\":\"2c6efffe0c7a\",\"_type\":\"span\",\"marks\":[\"99fd552d07ba\"],\"text\":\"RCS verified sender\"},{\"_key\":\"4b19af99699a\",\"_type\":\"span\",\"marks\":[],\"text\":\" offers enhanced brand recognition, this new channel is not immune to the update. However, customers may be more likely to open your message, \\\"Mark as Known,\\\" or save your brand as a contact if they recognize your brand name and logo within the message thread.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"99fd552d07ba\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/rcs-getting-started\"}],\"style\":\"normal\"},{\"_key\":\"95e3b05a0067\",\"_type\":\"block\",\"children\":[{\"_key\":\"1afb5a6a4e47\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Suspected spam will automatically be routed into a Spam folder:\"},{\"_key\":\"e967a8b6c4c1\",\"_type\":\"span\",\"marks\":[],\"text\":\" This filter will be ON by default and based on regularly updated, user-input-driven, on-device protections designed to target phishing attempts. These messages will not receive notifications and will automatically be deleted after 90 days.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9c19d775e01a\",\"_type\":\"block\",\"children\":[{\"_key\":\"ec1ea5045e83\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"iOS 26 updates: What brands should do to respond\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"873ff5402c59\",\"_type\":\"block\",\"children\":[{\"_key\":\"c6788661c292\",\"_type\":\"span\",\"marks\":[],\"text\":\"The good news? There are a couple ways to break out of the “Unknown Senders” folder and into the main Messages inbox.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fa2795699e4c\",\"_type\":\"block\",\"children\":[{\"_key\":\"bed55319603f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Prompt users to \\\"Mark as Known.\\\"\"},{\"_key\":\"76a6cbf89657\",\"_type\":\"span\",\"marks\":[],\"text\":\" When users open a message thread in the “Unknown Senders” inbox, they have two options: \\\"Mark as Known\\\" or \\\"Delete.\\\" If they “Mark as Known,” it will move your messages to the main inbox. The system retains this \\\"known\\\" status even if the conversation is later deleted, so you're set for the future. Recommend “Mark as Known” early to new customers in your welcome or onboarding flows on other channels, or work it into your SMS/RCS opt-in flows for new subscribers. For example, after a customer subscribes, you might say, “Thanks for subscribing! Check your Unknown Senders folder and select 'Mark as Known' to receive important updates and promos from our brand.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"65fe83ee1392\",\"_type\":\"block\",\"children\":[{\"_key\":\"751f33791d92\",\"_type\":\"span\",\"marks\":[],\"text\":\"If your messages are already seeing lower engagement, consider sending a dedicated communication about this update on another channel—like email, push, web, or in-app messages—to encourage this behavior, especially for your engaged subscribers who you know value your messages!\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9a1c7e81f81e\",\"_type\":\"block\",\"children\":[{\"_key\":\"0c3ffcaa98f8\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Prompt users to save you as a contact.\"},{\"_key\":\"fc0bd602d021\",\"_type\":\"span\",\"marks\":[],\"text\":\" If you have MMS, you can send a \"},{\"_key\":\"c834833ee99a\",\"_type\":\"span\",\"marks\":[\"e0a5ccfaf005\"],\"text\":\"Contact Card\"},{\"_key\":\"759185ceb809\",\"_type\":\"span\",\"marks\":[],\"text\":\", which makes it easy for users to save your brand as a contact. If you don’t have MMS, you can simply encourage users to save your number as they would a friend.\"}],\"markDefs\":[{\"_key\":\"e0a5ccfaf005\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/sms_mms_rcs/mms/contact_card?redirected=1\"}],\"style\":\"normal\"},{\"_key\":\"4ff221b70bd5\",\"_type\":\"block\",\"children\":[{\"_key\":\"56030700a3fe\",\"_type\":\"span\",\"marks\":[],\"text\":\"For tips 1 and 2, consider segmenting your communications. This update affects users differently, and not everyone will need educational communications about it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0bd5eb1cf577\",\"_type\":\"block\",\"children\":[{\"_key\":\"d20a603d3e63\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"For new SMS/RCS subscribers:\"},{\"_key\":\"3e53e87040b5\",\"_type\":\"span\",\"marks\":[],\"text\":\" Proactively educate users to \\\"Mark as Known\\\" or save you as a contact. Consider working this into your opt-in flows to maximize the impact of these efforts.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"748711e33f14\",\"_type\":\"block\",\"children\":[{\"_key\":\"4954803d2d8a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"For existing SMS/RCS subscribers who have never interacted with your brand:\"},{\"_key\":\"02f01d7eaf76\",\"_type\":\"span\",\"marks\":[],\"text\":\" Proactively educate users on other channels, like email, push, in-app messaging, or web.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"72aa508f9026\",\"_type\":\"block\",\"children\":[{\"_key\":\"76bf02a0a419\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"For existing SMS/RCS subscribers who \"},{\"_key\":\"d60403d3b79a\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"have \"},{\"_key\":\"96d0096f1127\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"interacted with your brand:\"},{\"_key\":\"2528eb563991\",\"_type\":\"span\",\"marks\":[],\"text\":\" You can have a high degree of confidence that these users will continue to receive your messages in their main inbox. There is likely no need to send educational communications to this group.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a8823abba7a0\",\"_type\":\"block\",\"children\":[{\"_key\":\"6e709481792b\",\"_type\":\"span\",\"marks\":[],\"text\":\"There are also some additional tips and tracks to be aware of to put your best foot forward:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ed748c4b0b89\",\"_type\":\"block\",\"children\":[{\"_key\":\"711a5384d619\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Don’t be spammy.\"},{\"_key\":\"e96de7f43342\",\"_type\":\"span\",\"marks\":[],\"text\":\" iOS 26 makes it easier for users to report your messages as spam, so remember the guiding principles of good customer engagement: Sending the right message, at the right time, and on the right channel. Be sure to keep your messaging personalized, targeted, and always comply with mobile messaging regulations, including local laws.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"acda1daf070f\",\"_type\":\"block\",\"children\":[{\"_key\":\"1fc8cdc47012\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Consider multichannel reinforcement.\"},{\"_key\":\"78200bcd6809\",\"_type\":\"span\",\"marks\":[],\"text\":\" For high-value communications, consider pairing your SMS/RCS with email or push. For example, use an email for important transactional alerts that won’t be considered Time Sensitive notifications, like changes to your company policy or account updates.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"13ab6ee0d41e\",\"_type\":\"block\",\"children\":[{\"_key\":\"a465c00b6c02\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Keep your promotional and transactional messaging on separate numbers.\"},{\"_key\":\"25372145dff3\",\"_type\":\"span\",\"marks\":[],\"text\":\" This is already a best practice to minimize unsubscribes that keep you from sending transactional messages, but it also increases the likelihood that transactional traffic (like OTPs) is surfaced as Time Sensitive since it’s isolated from marketing messages.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"890f22670eca\",\"_type\":\"block\",\"children\":[{\"_key\":\"8205f5c36242\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Use clear one-time password (OTP)/transactional formats.\"},{\"_key\":\"cc83d081cb5e\",\"_type\":\"span\",\"marks\":[],\"text\":\" Apple prioritizes the recognition of one-time passcodes and urgent alerts for Time Sensitive delivery. Using clear, simple formats will help ensure delivery.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"88b78371c0c3\",\"_type\":\"block\",\"children\":[{\"_key\":\"47730627e605\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"fbe45bf38a2a\",\"_type\":\"block\",\"children\":[{\"_key\":\"ecbb1237962c\",\"_type\":\"span\",\"marks\":[],\"text\":\"With the release of iOS 26, mobile marketers may see temporary dips in mobile messaging visibility and engagement. But this update, while serious, is far from insurmountable. By implementing the recommendations we’ve provided—from prompting users to \\\"Mark as Known\\\" to refining your messaging strategy—you can help your messages continue to be seen and valued by your customers.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/bb1a20c47859b06643b74e690bd152e8ffa1794e-1920x1080.png\",\"publishedDate\":\"2025-09-16T00:55:08.693Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-e3ea83d3542c37ef72f5e73e5b52b153cbf27653-1200x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"The release of iOS 26 includes significant changes to SMS, MMS, and RCS that have the potential to impact marketing outcomes. Learn how to respond.\",\"pageTitle\":\"What iOS 26 means for SMS\",\"slug\":{\"_type\":\"slug\",\"current\":\"ios-26-sms-mms-rcs\"}},\"title\":\"Diving deeper into iOS 26: What it means for SMS, MMS, and RCS\"},{\"_id\":\"imported-craft-375830\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"3f5a34d839b8\",\"_type\":\"block\",\"children\":[{\"_key\":\"3f5a34d839b80\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Brand of the Year: Burger King\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"6f9080d4401d\",\"_type\":\"block\",\"children\":[{\"_key\":\"6f9080d4401d0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"This category recognizes industry leaders who have made the most innovative use of Braze, forging meaningful connections between people and the brands they love.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fc6efec68e42\",\"_type\":\"block\",\"children\":[{\"_key\":\"fc6efec68e420\",\"_type\":\"span\",\"marks\":[\"2ad58dfdd2de\"],\"text\":\"Burger King\"},{\"_key\":\"fc6efec68e421\",\"_type\":\"span\",\"marks\":[],\"text\":\" (BK) wanted to motivate their guests to use the BK mobile app to earn points toward their next purchase, both driving app engagement and incentivizing future visits. To creatively accomplish their goal, they built a fully interactive game within an in-app message (IAM) using custom HTML. Additionally, once a user had played the game, they were served a CTA that deep linked to BK’s offer page so they could redeem a prize.\"}],\"markDefs\":[{\"_key\":\"2ad58dfdd2de\",\"_type\":\"link\",\"href\":\"/customers/burger-king-case-study\"}],\"style\":\"normal\"},{\"_key\":\"d4daa5878b6d\",\"_type\":\"block\",\"children\":[{\"_key\":\"d4daa5878b6d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Burger King also utilized Braze to implement push notifications and email reminders to notify users of the game itself and to remind users who had won a prize or offer to redeem it. The way Burger King wove together connectivity, gamification, and engagement (both strategically and tactically) in this campaign exemplifies innovation in mobile marketing.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dRvnDvpc\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-a4371dbb26cac78c8df5cd75beac315831935382-2400x1210-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"6cac4fa6c3c4\",\"_type\":\"block\",\"children\":[{\"_key\":\"6cac4fa6c3c40\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Torchie Team of the Year: Majid Al Futtaim\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"c4286140a27d\",\"_type\":\"block\",\"children\":[{\"_key\":\"c4286140a27d0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"This category recognizes teams who work across disciplines (data, engineering, marketing, leadership) to collaboratively create best-in-class campaigns for their users.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"93586d4c64ee\",\"_type\":\"block\",\"children\":[{\"_key\":\"93586d4c64ee0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Sereen Hindawi, Senior Manager of Customer Engagement at Majid Al Futtaim would like to recognize her colleagues on the SHARE Customer Engagement and Martech Product Teams, which she proudly told us are made up incredible marketers with strong backgrounds in lifecycle, product, and tactical marketing working for some of the largest and most renowned brands in their region: Dalal Haidar, Fakaiha Arshad, Imen Azzabi, Maxime Delcourt, Lojain Alsaif, Jade Okba, Tanaya Priya and Majd Arzouni. Having switched to the Braze platform at the start of 2022, Sereen says her team embraced the challenge and hit the ground running. Expectations were high—on their previous platform, the team was churning out 100+ impactful communications monthly, with open rates averaging an impressive 40%-50%.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f0dd758c65c4\",\"_type\":\"block\",\"children\":[{\"_key\":\"f0dd758c65c40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once the team had familiarized themselves with Braze, they created a new email design system—a series of frameworks, components, and elements that allows them to leverage the variation Braze allows for while maintaining efficiency. Sereen told us that the email design system grew and flourished, allowing the team to reduce the amount spent per campaign without compromising quality. Email open rates grew even higher than previous years, and at larger execution volumes of 100K+ to 300K+, the teams continue to see higher than average open rates of 61% and 40%, respectively.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"FR6sjdJ6\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-e0dbb763c551d86db0a0b124a468ffaa7495e707-2400x1210-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"e698792b5120\",\"_type\":\"block\",\"children\":[{\"_key\":\"e698792b51200\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Campaign of the Year: KFC Mother's Day\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"e25fdec6febb\",\"_type\":\"block\",\"children\":[{\"_key\":\"e25fdec6febb0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"This award recognizes a specific campaign that demonstrates strategic leadership and technical proficiency in the pursuit of stronger consumer/brand relationships.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ff05a8e487cd\",\"_type\":\"block\",\"children\":[{\"_key\":\"ff05a8e487cd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"For Mother’s Day this past May, KFC partnered with Proflowers to offer a free bouquet of flowers with a qualifying purchase of a KFC Sides Lovers Meal. The most challenging element of the campaign was a highly-technical one: They needed a solution for tracking purchases and distributing promotional codes without a promotions engine. To execute the campaign, KFC utilized a handful of Braze features to support the end-to-end user experience, including \"},{\"_key\":\"ff05a8e487cd1\",\"_type\":\"span\",\"marks\":[\"653600a11ccc\"],\"text\":\"Braze Promotion Codes\"},{\"_key\":\"ff05a8e487cd2\",\"_type\":\"span\",\"marks\":[],\"text\":\", our \"},{\"_key\":\"ff05a8e487cd3\",\"_type\":\"span\",\"marks\":[\"7fdd234e4807\"],\"text\":\"Braze Currents\"},{\"_key\":\"ff05a8e487cd4\",\"_type\":\"span\",\"marks\":[],\"text\":\" high-volume data export feature, and webhooks.\"}],\"markDefs\":[{\"_key\":\"653600a11ccc\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-103942\",\"_type\":\"reference\"}},{\"_key\":\"7fdd234e4807\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-6867\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"c6e588d05c62\",\"_type\":\"block\",\"children\":[{\"_key\":\"c6e588d05c620\",\"_type\":\"span\",\"marks\":[],\"text\":\"The campaign was a massive success: They sold out in just eight hours and had their second-highest Mother's Day turnout in 70 years of business.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dW5F8q1l\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-39112505d881e2d5654c763843b910e26ddd0270-2400x1210-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"bbaca155b58e\",\"_type\":\"block\",\"children\":[{\"_key\":\"bbaca155b58e0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Rising Star of the Year: Joel Debus, Marketing Automation Manager at Klarna\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"be0c8c9fb890\",\"_type\":\"block\",\"children\":[{\"_key\":\"be0c8c9fb8900\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"This award recognizes an exceptional new user of the Braze platform whose work leverages technology in thoughtful, effective ways to support better user relationships and stronger business outcomes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"be9ef1211869\",\"_type\":\"block\",\"children\":[{\"_key\":\"be9ef12118690\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Klarna App, which has over 23 million monthly active users globally, provides a shopping browser with a broad range of features that makes shopping easier and more enjoyable. To elevate the app experience, Joel Debus, Marketing Automation Manager at Klarna wanted to create personalized journeys to retarget users. Historically, the marketing team had very little insight into what users were interested in aside from purchase history. Enter Joel.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"26a4b41e4dff\",\"_type\":\"block\",\"children\":[{\"_key\":\"26a4b41e4dff0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Joel teamed up with a software engineer on a different team who helped him define the solution architecture and find ways to solve this challenge in Braze. Joel taught himself Python and Javascript, got onboarded on how to submit Pull Requests, and analyzed and created 2,500 URL logic rules for nine of Klarna’s top-visited merchants. The results? Highly-personalized content that they couldn’t have dreamed of before, leading to a 10% increase in purchases.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"BzJFSrPg\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-32dac9ab2b1ba1db820b0a25f3a1dd2e7e424cb3-2400x1210-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"fe039df286c5\",\"_type\":\"block\",\"children\":[{\"_key\":\"fe039df286c50\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Marketing MVP of the Year: Brian Munn, Senior Lifecycle Marketing Manager at Meetup\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"23949ad608a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"23949ad608a30\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"This award recognizes a veteran Braze power user who leverages technology in creative, thoughtful, and effective ways to forge meaningful relationships with users and drive stronger business outcomes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3d70f3d17972\",\"_type\":\"block\",\"children\":[{\"_key\":\"3d70f3d179720\",\"_type\":\"span\",\"marks\":[],\"text\":\"In late 2020, Brian began a project across Meetup’s marketing, data, engineering, and product teams to re-architect their setup. Together, they built an ecosystem of automated and recurring notifications across channels that layers on top of the Meetup platform to create engagement, then migrated their product triggered sends to Braze, and enhanced and optimized those sends. This past summer, they completed the last element of the migration from their earlier setup by migrating legacy email IPs into Braze.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c6ce31dad9e9\",\"_type\":\"block\",\"children\":[{\"_key\":\"c6ce31dad9e90\",\"_type\":\"span\",\"marks\":[],\"text\":\"“We scaled empathy through personalization, utilizing Braze tools for smarter sending, and creating a cross-channel experience,” said Brian. “The past two years we've come a long way with how Meetup utilizes Braze to enhance our relationship with our customers.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c049df946c7d\",\"_type\":\"block\",\"children\":[{\"_key\":\"c049df946c7d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Through their initiatives, they were able to drive 426K RSVPs, over 1 million events scheduled, and 12,200 groups started, all while navigating a pandemic sweeping through the world. 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known as customer segmentation, audience segmentation, or market segmentation—is a process where marketers create and target audiences that have specific shared characteristics in common, such as a customer’s location, age, app usage patterns, favorite products, etc.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3e9c91dd7742\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e454bb5108b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Segmentation can be used across channels—from paid advertising on search and social to owned marketing campaigns sent via \"},{\"_key\":\"9e454bb5108b1\",\"_type\":\"span\",\"marks\":[\"559d3162711c\"],\"text\":\"email\"},{\"_key\":\"9e454bb5108b2\",\"_type\":\"span\",\"marks\":[],\"text\":\", push, SMS, and in-app and in-browser messaging.\"}],\"markDefs\":[{\"_key\":\"559d3162711c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/behavioral-email-marketing-mini-guide\"}],\"style\":\"normal\"},{\"_key\":\"a14eb204850a\",\"_type\":\"block\",\"children\":[{\"_key\":\"f2bbd63499180\",\"_type\":\"span\",\"marks\":[],\"text\":\"Brands leverage segmentation when running targeted ads. They also use segmentation when sending tailored campaigns to specific audience groups, rather than delivering generic, one-size-fits-all messaging to a broad, general audience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2a57097dd1b0\",\"_type\":\"block\",\"children\":[{\"_key\":\"6878a5fba4f10\",\"_type\":\"span\",\"marks\":[],\"text\":\"There are four main types of segmentation:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5f591aa6a90b\",\"_type\":\"block\",\"children\":[{\"_key\":\"867c54d262bc0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Demographic segmentation:\"},{\"_key\":\"867c54d262bc1\",\"_type\":\"span\",\"marks\":[],\"text\":\" This type of segmentation groups customers together by shared observable, measurable population traits, such as by age, race, gender, level of education, income, nationality, marital status, religion, etc.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d85b071755fc\",\"_type\":\"block\",\"children\":[{\"_key\":\"a84ab1cc50f80\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Psychographic segmentation:\"},{\"_key\":\"a84ab1cc50f81\",\"_type\":\"span\",\"marks\":[],\"text\":\" This type of segmentation groups customers together based on shared qualitative traits, such as common attitudes, opinions, personalities, interests, values, and lifestyles.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7a58077557f7\",\"_type\":\"block\",\"children\":[{\"_key\":\"e8c0ede0a3ad0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Geographic segmentation: \"},{\"_key\":\"e8c0ede0a3ad1\",\"_type\":\"span\",\"marks\":[],\"text\":\"This type of segmentation groups customers by common location-based data, such as by a shared ZIP code, city, metro area, county, state, country, or global region.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"983d83c61990\",\"_type\":\"block\",\"children\":[{\"_key\":\"14794c7e2e610\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Behavioral segmentation:\"},{\"_key\":\"14794c7e2e611\",\"_type\":\"span\",\"marks\":[],\"text\":\" This type of segmentation groups customers together based on shared behaviors and actions taken when interacting with a given brand’s app, website, marketing campaigns, etc.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9015d93184bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"84722dab5f230\",\"_type\":\"span\",\"marks\":[],\"text\":\"Brands can use a combination of these different types of audience segmentation to personalize experiences. For instance, a dog-walking app might want to reach dog owners who live within a certain metro area (geographic segment), who have a certain income level (demographic segment), who work full-time (demographic segment), and who have downloaded the dog-walking app but haven’t booked a service in 30 days (behavioral segment).\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5b7489c369ef\",\"_type\":\"anchor\",\"anchorId\":\"definitely\"},{\"_key\":\"c72a8bbb859b\",\"_type\":\"block\",\"children\":[{\"_key\":\"d80131cbd1230\",\"_type\":\"span\",\"marks\":[],\"text\":\"Behavioral segmentation definition\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"4735009474b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"97b53d21bd370\",\"_type\":\"span\",\"marks\":[],\"text\":\"Behavioral segmentation is a type of market segmentation that groups customers based on their actions, habits and interactions with a brand. Unlike demographic or geographic segmentation, this approach focuses on how customers behave rather than who they are.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8b13f7746bfc\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"1f7fcfb758e1\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Learn how\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/customers/wyze-case-study\"}}],\"heading\":\"Wyze achieves a 56% increase in conversion with cross-channel segmentation\"},{\"_key\":\"9bf32971cc61\",\"_type\":\"anchor\",\"anchorId\":\"types\"},{\"_key\":\"c949e5901851\",\"_type\":\"block\",\"children\":[{\"_key\":\"772c8522679a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The different types of behavioral segmentation\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"138338910241\",\"_type\":\"block\",\"children\":[{\"_key\":\"18e6c5aefda20\",\"_type\":\"span\",\"marks\":[],\"text\":\"You can use many types of behaviors to segment your audience for better engagement. Some examples include:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"41d5fabbc002\",\"_type\":\"block\",\"children\":[{\"_key\":\"978217e052fc0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Purchase behavior segmentation: \"},{\"_key\":\"978217e052fc1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Grouping users by buying patterns, such as one-time purchasers vs. repeat buyers.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c8da4e6d7080\",\"_type\":\"block\",\"children\":[{\"_key\":\"beec8cb159450\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Usage-based segmentation:\"},{\"_key\":\"beec8cb159451\",\"_type\":\"span\",\"marks\":[],\"text\":\" Targeting customers based on how frequently they engage with an app, website, or product.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"295fae2f7ff3\",\"_type\":\"block\",\"children\":[{\"_key\":\"bcdb957b3bac0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Loyalty-based segmentation:\"},{\"_key\":\"bcdb957b3bac1\",\"_type\":\"span\",\"marks\":[],\"text\":\" Focusing on high-value customers, VIP segments, or loyalty program participants.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"630784f043ec\",\"_type\":\"block\",\"children\":[{\"_key\":\"73cf8214e7d00\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Occasion-based segmentation:\"},{\"_key\":\"73cf8214e7d01\",\"_type\":\"span\",\"marks\":[],\"text\":\" Engaging users around key moments, such as birthdays, holidays, or personal milestones.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2c09113a5881\",\"_type\":\"block\",\"children\":[{\"_key\":\"6259abb281ec0\",\"_type\":\"span\",\"marks\":[],\"text\":\"What are some examples of behavioral market segmentation?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"47d1d7e760c4\",\"_type\":\"block\",\"children\":[{\"_key\":\"27a41e4dc9d50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Examples of common actions customers take that brands often create behavioral segments for include:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d682891defb1\",\"_type\":\"block\",\"children\":[{\"_key\":\"86fb7a31b86e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Interacting with a brand’s app or website\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d212938fa773\",\"_type\":\"block\",\"children\":[{\"_key\":\"7a64c2e4e9d10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Referring a 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According to \"},{\"_key\":\"ab614b104ab81\",\"_type\":\"span\",\"marks\":[\"06600aba48c2\"],\"text\":\"McKinsey \u0026 Company’s Next in Personalization Report\"},{\"_key\":\"ab614b104ab82\",\"_type\":\"span\",\"marks\":[],\"text\":\", nearly 71% of U.S. consumers expect brands to personalize their experiences, and 76% feel frustrated when businesses fail to do so.\"}],\"markDefs\":[{\"_key\":\"06600aba48c2\",\"_type\":\"link\",\"href\":\"https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying\"}],\"style\":\"normal\"},{\"_key\":\"f4215248bf84\",\"_type\":\"block\",\"children\":[{\"_key\":\"a0f0a751a9a80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Behavioral segmentation helps brands:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4be77a2e6b77\",\"_type\":\"block\",\"children\":[{\"_key\":\"e4c2180a7f020\",\"_type\":\"span\",\"marks\":[],\"text\":\"Deliver targeted messaging and promotions, gaining deeper customer behavior insights into individuals’ wants, needs, browsing preferences, actions taken, and brand interactions\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"66c86f9bba39\",\"_type\":\"block\",\"children\":[{\"_key\":\"1f0944bf08850\",\"_type\":\"span\",\"marks\":[],\"text\":\"Provide relevant product recommendations, content, experiences and services bases on these customer insights\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7bc264fa69de\",\"_type\":\"block\",\"children\":[{\"_key\":\"100c4d73f0dd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Engage users based on past interactions, improving conversions and customer retention\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"53d462d736e5\",\"_type\":\"block\",\"children\":[{\"_key\":\"12d4d17d1ddc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Minimize over-targeting or over-messaging users because switching from a \"},{\"_key\":\"12d4d17d1ddc1\",\"_type\":\"span\",\"marks\":[\"e3a82c39c74e\"],\"text\":\"batch-and-blast\"},{\"_key\":\"12d4d17d1ddc2\",\"_type\":\"span\",\"marks\":[],\"text\":\" approach to segmented outreach means customers should receive only relevant messaging, not every campaign a brand creates\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"e3a82c39c74e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whats-batch-and-blast-email\"}],\"style\":\"normal\"},{\"_key\":\"b0c2e2d058a1\",\"_type\":\"anchor\",\"anchorId\":\"examples\"},{\"_key\":\"6cc75551cf74\",\"_type\":\"block\",\"children\":[{\"_key\":\"bcceec0a46b20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Three behavioral segmentation examples\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"926c15bdc492\",\"_type\":\"block\",\"children\":[{\"_key\":\"324fe234e30b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Showmax streams success through smart segmentation\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"494bc31f5387\",\"_type\":\"block\",\"children\":[{\"_key\":\"ace2b20b39980\",\"_type\":\"span\",\"marks\":[\"ba8f1b880d04\"],\"text\":\"Showmax\"},{\"_key\":\"ace2b20b39981\",\"_type\":\"span\",\"marks\":[],\"text\":\" is a leading South African online video subscription service, offering a diverse range of content, including locally produced titles and international movies and TV shows. They cater to a predominantly African audience, providing content in multiple languages.\"}],\"markDefs\":[{\"_key\":\"ba8f1b880d04\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/showmax-case-study\"}],\"style\":\"normal\"},{\"_key\":\"535ef99f7dc4\",\"_type\":\"block\",\"children\":[{\"_key\":\"4472fbab11160\",\"_type\":\"span\",\"marks\":[],\"text\":\"The challenge: Streaming struggles\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"aaf89ecf038e\",\"_type\":\"block\",\"children\":[{\"_key\":\"933fcf7a35c10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Showmax aimed to convert users from a 14-day free trial to paying subscribers, enhance retention rates, and win back former subscribers. They needed a strategy to engage users effectively across various stages of the customer lifecycle.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ea008b1e8944\",\"_type\":\"block\",\"children\":[{\"_key\":\"f843881f674a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The solution: Segmentation sensation\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"6a578b95ec58\",\"_type\":\"block\",\"children\":[{\"_key\":\"b8a07e2c94ef0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Leveraging the \"},{\"_key\":\"b8a07e2c94ef1\",\"_type\":\"span\",\"marks\":[\"6a70fb44be3b\"],\"text\":\"Braze data platform\"},{\"_key\":\"b8a07e2c94ef2\",\"_type\":\"span\",\"marks\":[],\"text\":\", Showmax developed a \"},{\"_key\":\"b8a07e2c94ef3\",\"_type\":\"span\",\"marks\":[\"e10ab33ca200\"],\"text\":\"sophisticated segmentation\"},{\"_key\":\"b8a07e2c94ef4\",\"_type\":\"span\",\"marks\":[],\"text\":\" system to deliver personalized, cross-channel messages via email, \"},{\"_key\":\"b8a07e2c94ef5\",\"_type\":\"span\",\"marks\":[\"c5aa6fdbd6a6\"],\"text\":\"push notifications\"},{\"_key\":\"b8a07e2c94ef6\",\"_type\":\"span\",\"marks\":[],\"text\":\", and \"},{\"_key\":\"b8a07e2c94ef7\",\"_type\":\"span\",\"marks\":[\"084f2d6f40bb\"],\"text\":\"in-app messages\"},{\"_key\":\"b8a07e2c94ef8\",\"_type\":\"span\",\"marks\":[],\"text\":\". 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By focusing on personalized engagement, Showmax significantly enhanced user satisfaction and created more loyal customers.\"}],\"markDefs\":[{\"_key\":\"b9a5b5424e54\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/is-your-marketing-strategy-data-driven\"}],\"style\":\"normal\"},{\"_key\":\"0dff10786b41\",\"_type\":\"richImage\",\"alt\":\"a purple background with the words by the metrics on it\",\"asset\":{\"_ref\":\"image-0e8498b5758541ad9421477280a7be45dcab8cf2-2400x880-png\",\"_type\":\"reference\"}},{\"_key\":\"6ecb042bd22f\",\"_type\":\"block\",\"children\":[{\"_key\":\"35ae93a735d70\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. JOBKOREA improves engagement with personalization\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"31c61ad343df\",\"_type\":\"block\",\"children\":[{\"_key\":\"25c54c1a30660\",\"_type\":\"span\",\"marks\":[\"9c91d1db1013\"],\"text\":\"JOBKOREA\"},{\"_key\":\"25c54c1a30661\",\"_type\":\"span\",\"marks\":[],\"text\":\" is South Korea's premier career recruitment platform, offering real-time job postings, personalized job information, instant application processes, resume and profile registration, company reviews, and salary details. With over 24 million individual members and 2.52 million resume registrations, they are dedicated to connecting job seekers with opportunities.\"}],\"markDefs\":[{\"_key\":\"9c91d1db1013\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/jobkorea-case-study\"}],\"style\":\"normal\"},{\"_key\":\"67beae04fbd5\",\"_type\":\"block\",\"children\":[{\"_key\":\"536877ec87030\",\"_type\":\"span\",\"marks\":[],\"text\":\"The challenge: Recruitment roadblocks\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"4d111f874f64\",\"_type\":\"block\",\"children\":[{\"_key\":\"27cf523895360\",\"_type\":\"span\",\"marks\":[],\"text\":\"JOBKOREA's marketing efforts were hindered by inefficient developer collaboration, limited performance metrics, and a lack of personalization capabilities. Their system primarily supported basic push notifications without detailed insights into user behavior, making campaigns less effective and time-consuming to manage.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"149c3438486c\",\"_type\":\"richImage\",\"alt\":\".\",\"asset\":{\"_ref\":\"image-1b59a7406b5d71de43a85a833e46d5b68b413e5f-2400x1080-png\",\"_type\":\"reference\"}},{\"_key\":\"4ab9952b01b8\",\"_type\":\"block\",\"children\":[{\"_key\":\"dec8ea0bc1480\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Solution: Career customization\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"6b06e4b7620e\",\"_type\":\"block\",\"children\":[{\"_key\":\"a4ef9718dc9f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"By adopting Braze, JOBKOREA created \"},{\"_key\":\"a4ef9718dc9f1\",\"_type\":\"span\",\"marks\":[\"ab11c33b3ff9\"],\"text\":\"dynamic segments\"},{\"_key\":\"a4ef9718dc9f2\",\"_type\":\"span\",\"marks\":[],\"text\":\" based on user behavior and \"},{\"_key\":\"a4ef9718dc9f3\",\"_type\":\"span\",\"marks\":[\"f76a958d30d8\"],\"text\":\"custom attributes\"},{\"_key\":\"a4ef9718dc9f4\",\"_type\":\"span\",\"marks\":[],\"text\":\". They personalized messages using \"},{\"_key\":\"a4ef9718dc9f5\",\"_type\":\"span\",\"marks\":[\"a1aa3fc19226\"],\"text\":\"Braze Liquid\"},{\"_key\":\"a4ef9718dc9f6\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"a4ef9718dc9f7\",\"_type\":\"span\",\"marks\":[\"c9f69c1abafe\"],\"text\":\"A/B testing\"},{\"_key\":\"a4ef9718dc9f8\",\"_type\":\"span\",\"marks\":[],\"text\":\", and seamless \"},{\"_key\":\"a4ef9718dc9f9\",\"_type\":\"span\",\"marks\":[\"8ea1d34d645c\"],\"text\":\"data integration\"},{\"_key\":\"a4ef9718dc9f10\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"ab11c33b3ff9\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/videos/whats-dynamic-segmentation-anyway\"},{\"_key\":\"f76a958d30d8\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/data_and_analytics/custom_data/custom_events\"},{\"_key\":\"a1aa3fc19226\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/personalization_and_dynamic_content/liquid/using_liquid\"},{\"_key\":\"c9f69c1abafe\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/testing/multivariant_testing\"},{\"_key\":\"8ea1d34d645c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/data/user_data_collection/user_import?redirected=1\"}],\"style\":\"normal\"},{\"_key\":\"1d8fbfddcb38\",\"_type\":\"block\",\"children\":[{\"_key\":\"6b46fd71b11a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Results: Click-through triumphs\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"a9b39189de05\",\"_type\":\"block\",\"children\":[{\"_key\":\"a7decfde0e270\",\"_type\":\"span\",\"marks\":[],\"text\":\"These improvements led to a 4-5X increase in average click-through rates (CTR) and higher conversion rates. Automated segmentation increased team efficiency and reduced reliance on developers, enabling marketers to make faster, data-driven decisions\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a49491bb1977\",\"_ref\":\"242ca624-dbd4-4452-95e4-34d862e670fe\",\"_type\":\"testimonialReference\"},{\"_key\":\"bb79aa677cf6\",\"_type\":\"block\",\"children\":[{\"_key\":\"7beb2498be3a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Too Good To Go reduced waste with personalized engagement\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"8b9e429d1d77\",\"_type\":\"block\",\"children\":[{\"_key\":\"63bd524caa3e0\",\"_type\":\"span\",\"marks\":[\"482617aff105\"],\"text\":\"Too Good To Go\"},{\"_key\":\"63bd524caa3e1\",\"_type\":\"span\",\"marks\":[],\"text\":\" is a platform committed to reducing food waste globally. They enable users to purchase 'Surprise Bags' of unsold surplus food from restaurants and grocery stores at reduced prices, preventing food from going to waste. Since its launch in 2016, they have helped save over 300 million meals.\"}],\"markDefs\":[{\"_key\":\"482617aff105\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/too-good-to-go-case-study\"}],\"style\":\"normal\"},{\"_key\":\"862f34d6f831\",\"_type\":\"block\",\"children\":[{\"_key\":\"b0403344fcc80\",\"_type\":\"span\",\"marks\":[],\"text\":\"The challenge: Fighting food waste, one bag at a time\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"d41acdc8c65b\",\"_type\":\"block\",\"children\":[{\"_key\":\"3e97cdaccf8b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Despite a large user base, Too Good To Go faced challenges in converting engagement into purchases. Their 'Surprise Bags' were often in limited supply and only relevant to nearby users, necessitating a strategic approach to personalized messaging to effectively match supply with demand.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cb7973d6b014\",\"_type\":\"richImage\",\"alt\":\".\",\"asset\":{\"_ref\":\"image-34c1cbb5dd2dcdffe258e22428907432af277019-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"85ef1500b9c1\",\"_type\":\"block\",\"children\":[{\"_key\":\"bf8fbc6eaa0b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The solution: Personalization perfection\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"7cd20797d039\",\"_type\":\"block\",\"children\":[{\"_key\":\"fa65a39ecd970\",\"_type\":\"span\",\"marks\":[],\"text\":\"Utilizing Braze, Too Good To Go developed automated campaigns personalized to each user by leveraging \"},{\"_key\":\"fa65a39ecd971\",\"_type\":\"span\",\"marks\":[\"efcf17bdf51c\"],\"text\":\"Braze Catalogs\"},{\"_key\":\"fa65a39ecd972\",\"_type\":\"span\",\"marks\":[],\"text\":\". They segmented users based on preferences and behavior, such as app sessions and purchase decisions and history, and created API-triggered campaigns to notify users when relevant 'Surprise Bags' became available.\"}],\"markDefs\":[{\"_key\":\"efcf17bdf51c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-catalogs\"}],\"style\":\"normal\"},{\"_key\":\"553526aa2c15\",\"_type\":\"block\",\"children\":[{\"_key\":\"24a0f58c07560\",\"_type\":\"span\",\"marks\":[],\"text\":\"The results: Sustainable success\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"874cc99e8c38\",\"_type\":\"block\",\"children\":[{\"_key\":\"b9f0924c387d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"This strategy led to a 135% increase in purchases attributed to CRM efforts and a twofold increase in message conversion rates. By effectively matching supply with user demand through personalized messaging, Too Good To Go enhanced user satisfaction and advanced their mission to reduce food waste.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ba24e407e8bf\",\"_type\":\"richImage\",\"alt\":\"a chart showing 135 % increase in purchases attributed to crm and 2x increase in conversion rate for messages\",\"asset\":{\"_ref\":\"image-0925e0e0993b47d110c211d1de4129b119cc3328-2400x880-png\",\"_type\":\"reference\"}},{\"_key\":\"6113c2a927ea\",\"_type\":\"anchor\",\"anchorId\":\"strategies\"},{\"_key\":\"ca8bb89a3181\",\"_type\":\"block\",\"children\":[{\"_key\":\"4247e8f55c590\",\"_type\":\"span\",\"marks\":[],\"text\":\"Behavioral segmentation strategies\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0e3f3e210b43\",\"_type\":\"block\",\"children\":[{\"_key\":\"f6b52e573bef0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Effective \"},{\"_key\":\"f6b52e573bef1\",\"_type\":\"span\",\"marks\":[\"d6018d4481cf\"],\"text\":\"behavioral segmentation requires a strategic approach\"},{\"_key\":\"f6b52e573bef2\",\"_type\":\"span\",\"marks\":[],\"text\":\" to transforms data into meaningful engagement. Here are some key strategies to help brands maximize impact:\"}],\"markDefs\":[{\"_key\":\"d6018d4481cf\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/customer-segmentation-strategy\"}],\"style\":\"normal\"},{\"_key\":\"749bf02a5d04\",\"_type\":\"block\",\"children\":[{\"_key\":\"d0d4219c31650\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Use \"},{\"_key\":\"d0d4219c31651\",\"_type\":\"span\",\"marks\":[\"e9ff5a4f8882\"],\"text\":\"real-time\"},{\"_key\":\"d0d4219c31652\",\"_type\":\"span\",\"marks\":[],\"text\":\" data for dynamic segmentation\"}],\"markDefs\":[{\"_key\":\"e9ff5a4f8882\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/embracing-accurate-segmentation-to-drive-real-time-connected-communications-and-higher-roi\"}],\"style\":\"h3\"},{\"_key\":\"b9207278bfbc\",\"_type\":\"block\",\"children\":[{\"_key\":\"551cfac8f5440\",\"_type\":\"span\",\"marks\":[],\"text\":\"Static segmentation has its limits as consumers behaviors change constantly. Brands that have the ability to react with real time context can gain the advantage. By tapping into live behavioral data and signals—such as session activity, purchase intent, or recent interactions—brands can create dynamic segments that evolve alongside their audience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f86dc25b0f08\",\"_type\":\"block\",\"children\":[{\"_key\":\"3fce7f4792190\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Personalize messaging based on engagement levels\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"468ea66d7775\",\"_type\":\"block\",\"children\":[{\"_key\":\"f95c070148d90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Not all users interact with your brand the same way. High-intent users might respond well to direct CTAs, while passive users need nurturing through value-driven content. Tailoring messaging to engagement levels keeps communication relevant and increases the likelihood of conversion.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"274cfcb42eea\",\"_type\":\"block\",\"children\":[{\"_key\":\"40288fd21d2c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Use predictive analytics to anticipate user needs\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"52041a0221ae\",\"_type\":\"block\",\"children\":[{\"_key\":\"87243f1efb6e0\",\"_type\":\"span\",\"marks\":[\"e6ce541e4666\"],\"text\":\"AI-driven\"},{\"_key\":\"87243f1efb6e1\",\"_type\":\"span\",\"marks\":[],\"text\":\" segmentation allows brands to predict future behaviors based on historical data. By identifying users \"},{\"_key\":\"87243f1efb6e2\",\"_type\":\"span\",\"marks\":[\"2ffa62372122\"],\"text\":\"likely to churn\"},{\"_key\":\"87243f1efb6e3\",\"_type\":\"span\",\"marks\":[],\"text\":\", upgrade, or \"},{\"_key\":\"87243f1efb6e4\",\"_type\":\"span\",\"marks\":[\"7fa88ad20b8d\"],\"text\":\"make a purchase\"},{\"_key\":\"87243f1efb6e5\",\"_type\":\"span\",\"marks\":[],\"text\":\", businesses can proactively send the right message at the right moment—whether it’s a timely discount, a reminder, or an exclusive offer.\"}],\"markDefs\":[{\"_key\":\"e6ce541e4666\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/brazeai\"},{\"_key\":\"2ffa62372122\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/brazeai/predictive_suite/predictive_churn\"},{\"_key\":\"7fa88ad20b8d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/8fit-case-study-predictive\"}],\"style\":\"normal\"},{\"_key\":\"79fbe40e0571\",\"_type\":\"block\",\"children\":[{\"_key\":\"69df62015f720\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Segment by customer lifecycle stage\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"5c690caa812c\",\"_type\":\"block\",\"children\":[{\"_key\":\"3856f05d78250\",\"_type\":\"span\",\"marks\":[],\"text\":\"Behavioral segmentation is also about where the user is in their journey. For example, first-time visitors, repeat customers, and dormant users can all require different touchpoints. Mapping segmentation strategies to the customer lifecycle and working on \"},{\"_key\":\"3856f05d78251\",\"_type\":\"span\",\"marks\":[\"ac266a244528\"],\"text\":\"journey orchestration\"},{\"_key\":\"3856f05d78252\",\"_type\":\"span\",\"marks\":[],\"text\":\" helps brands drive long-term engagement and loyalty.\"}],\"markDefs\":[{\"_key\":\"ac266a244528\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/journey-orchestration\"}],\"style\":\"normal\"},{\"_key\":\"b5a298d92a2c\",\"_type\":\"block\",\"children\":[{\"_key\":\"bafed37627f20\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Test and refine with continuous optimization\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"91edbe41503b\",\"_type\":\"block\",\"children\":[{\"_key\":\"45717a75ace30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Behavioral segments aren’t set in stone. A/B testing different segment criteria, message types, and engagement triggers can help brands refine their approach over time. By continually analyzing performance, businesses can adapt to shifting consumer behaviors and fine-tune their segmentation strategies for better results.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e05e4a15d1cd\",\"_type\":\"block\",\"children\":[{\"_key\":\"8a540dd3dc470\",\"_type\":\"span\",\"marks\":[],\"text\":\"What’s the difference between behavioral segmentation and segmentation by user attributes?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"11bbd2387830\",\"_type\":\"block\",\"children\":[{\"_key\":\"c7af520bbc970\",\"_type\":\"span\",\"marks\":[],\"text\":\"Behavioral segments are created based on shared actions users have taken or behaviors they’ve demonstrated. Brands can also segment sub-groups of users by common user attributes, such as gender, location, age, etc.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ed4544c4bfcd\",\"_type\":\"block\",\"children\":[{\"_key\":\"8d599f59630e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"On the other hand, demographic segmentation, psychographic segmentation, and geographic segmentation described above are all different types of segmentation that are based on user attributes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a469229a8052\",\"_type\":\"block\",\"children\":[{\"_key\":\"760811739ca50\",\"_type\":\"span\",\"marks\":[],\"text\":\"The following are some examples of common user attributes brands use to create segments and sample events, behaviors, and actions taken (also known as “Events”) that marketers can use to create behavioral segments.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"875023b4f667\",\"_type\":\"richImage\",\"alt\":\"a table showing examples of attributes and events in a marketing crm\",\"asset\":{\"_ref\":\"image-c8d1fd080160f8484a918301e1109ecf212191d4-2400x1600-png\",\"_type\":\"reference\"}},{\"_key\":\"c817e46a99d8\",\"_type\":\"anchor\",\"anchorId\":\"use-cases\"},{\"_key\":\"78070323e54b\",\"_type\":\"block\",\"children\":[{\"_key\":\"7e75b49d52f60\",\"_type\":\"span\",\"marks\":[],\"text\":\"3 Behavioral segmentation use cases\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"60f317c21c22\",\"_type\":\"block\",\"children\":[{\"_key\":\"0b72923b1a660\",\"_type\":\"span\",\"marks\":[],\"text\":\"There are countless ways your brand can use behavioral segmentation to deliver results, from increasing customer activation to boosting monetization and retention. Here are 10+ campaigns your company can enhance using behavioral segments—and drive more successful onboarding, deeper engagement, increased sales, higher customer lifetime value, and stronger loyalty.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5dba5d42425a\",\"_type\":\"block\",\"children\":[{\"_key\":\"2eecfcc5c22b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Using behavioral segmentation to increase customer activation\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"9f36f2b649f7\",\"_type\":\"block\",\"children\":[{\"_key\":\"a2c4e4143e6b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Behavioral segments can be used to encourage more users to become active—or more active—with your brand.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6c23caa9e5b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"85696bc6347c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Some classic examples of how behavioral segmentation can be used to increase customer activation include the creation of:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"45c874e2ef7c\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8d06f160efe0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Free trial campaigns: \"},{\"_key\":\"a8d06f160efe1\",\"_type\":\"span\",\"marks\":[],\"text\":\"These can be sent to customers who have taken a specific action—such as starting the process of signing up for a paid account, consuming the limited amount of free content available to non-paying subscribers, or viewing a catalog of content or features available to paid subscribers—to encourage them to take advantage of a free trial.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9cc0beda2ba8\",\"_type\":\"block\",\"children\":[{\"_key\":\"16e1b6c3b98f0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"App rating campaigns: \"},{\"_key\":\"16e1b6c3b98f1\",\"_type\":\"span\",\"marks\":[],\"text\":\"These types of campaigns are more effective when used with behavioral segmentation. Brands often send these campaigns to groups of users who have taken a \"},{\"_key\":\"16e1b6c3b98f2\",\"_type\":\"span\",\"marks\":[\"72306cd67c8f\"],\"text\":\"high-value action\"},{\"_key\":\"16e1b6c3b98f3\",\"_type\":\"span\",\"marks\":[],\"text\":\", such as completing a purchase or spending a certain amount of time in a company’s app.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"72306cd67c8f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/videos/mapping-high-value-actions\"}],\"style\":\"normal\"},{\"_key\":\"deb48cde1b66\",\"_type\":\"block\",\"children\":[{\"_key\":\"234ccd80c5850\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"App download campaigns:\"},{\"_key\":\"234ccd80c5851\",\"_type\":\"span\",\"marks\":[],\"text\":\" Brands can drive deeper engagement with these campaigns by leveraging behavioral segmentation. Certain segments of users may be especially primed to download your company’s app, such as mobile web visitors who have visited your website a certain number of times, and targeting these campaigns appropriately can drive more of these key conversions.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"686f9a5d16af\",\"_type\":\"block\",\"children\":[{\"_key\":\"ca9b01f192340\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Abandoned onboarding campaigns: \"},{\"_key\":\"ca9b01f192341\",\"_type\":\"span\",\"marks\":[],\"text\":\"When users begin the sign-up process but drop off along the way, companies can send targeted onboarding campaigns to this segment of users reminding them of the value of completing what they started.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e7f7fe5e2f58\",\"_type\":\"block\",\"children\":[{\"_key\":\"6d3ff9d33ede0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Referral campaigns: \"},{\"_key\":\"6d3ff9d33ede1\",\"_type\":\"span\",\"marks\":[],\"text\":\"When customers take actions that demonstrate interest, engagement, and loyalty (such as converting from a free trial user to a paid subscriber or rating an item purchased), you can incentivize them to engage further by offering a reward to them for referring a friend.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"62921a0d1e31\",\"_type\":\"block\",\"children\":[{\"_key\":\"d605e3361cce0\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Using behavioral segmentation to increase monetization\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"d90c59e809bd\",\"_type\":\"block\",\"children\":[{\"_key\":\"82463c232cc90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Savvy brands leverage behavioral segmentation to boost sales, average order sizes, conversions from free users to paid members, subscription renewals, repeat purchases, customer lifetime value, and more.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7658a20eeabe\",\"_type\":\"block\",\"children\":[{\"_key\":\"5bbc8332fc430\",\"_type\":\"span\",\"marks\":[],\"text\":\"Some classic examples of using behavioral segmentation to increase monetization include creating:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a74fe6d9af16\",\"_type\":\"block\",\"children\":[{\"_key\":\"852af58d9f740\",\"_type\":\"span\",\"marks\":[\"2ef49277dca2\",\"strong\"],\"text\":\"Abandoned cart campaigns\"},{\"_key\":\"852af58d9f741\",\"_type\":\"span\",\"marks\":[],\"text\":\": Brands send these campaigns to a behavioral segment of users who have taken the same action—abandoning their cart before completing their transaction—to encourage them back into the checkout flow and recapture potential purchases.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"2ef49277dca2\",\"_type\":\"link\",\"href\":\"https://learning.braze.com/build-an-abandoned-cart-user-journey\"}],\"style\":\"normal\"},{\"_key\":\"5a5b11982919\",\"_type\":\"block\",\"children\":[{\"_key\":\"bd526513a6e60\",\"_type\":\"span\",\"marks\":[\"77d3ae029d9f\",\"strong\"],\"text\":\"Free-to-paid subscription campaigns:\"},{\"_key\":\"bd526513a6e61\",\"_type\":\"span\",\"marks\":[],\"text\":\" Companies can trigger these campaigns to be sent to segments of users who take specific actions—such as attempting to consume or use premium content or features—to encourage these customers to unlock access by upgrading to a paid subscription.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"77d3ae029d9f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/tonies-case-study\"}],\"style\":\"normal\"},{\"_key\":\"edf9bc7c24d5\",\"_type\":\"block\",\"children\":[{\"_key\":\"dbed4afb64fd0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Cross-sell campaigns:\"},{\"_key\":\"dbed4afb64fd1\",\"_type\":\"span\",\"marks\":[],\"text\":\" By leveraging data on customers’ past purchases and browsing activity, brands can send targeted product recommendations to cross-sell effectively to customers, driving purchases and customer lifetime value.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"be0f80256c17\",\"_type\":\"block\",\"children\":[{\"_key\":\"2e819c32be130\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Using behavioral segmentation to \"},{\"_key\":\"2e819c32be131\",\"_type\":\"span\",\"marks\":[\"105a1e6a8872\"],\"text\":\"increase retention\"}],\"markDefs\":[{\"_key\":\"105a1e6a8872\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/complete-guide-to-retention-marketing\"}],\"style\":\"h3\"},{\"_key\":\"2d9483b47969\",\"_type\":\"block\",\"children\":[{\"_key\":\"afd5041437090\",\"_type\":\"span\",\"marks\":[],\"text\":\"Data-driven marketers take advantage of behavioral segmentation to foster customer loyalty, encourage more frequent engagement, and extend customer lifetimes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fc36e21a5a9e\",\"_type\":\"block\",\"children\":[{\"_key\":\"a82ef7fa67660\",\"_type\":\"span\",\"marks\":[],\"text\":\"Some classic examples of using behavioral segmentation to increase retention include creating:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"833852e7ec07\",\"_type\":\"block\",\"children\":[{\"_key\":\"8d5c31f3559c0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Loyalty enrollment campaigns:\"},{\"_key\":\"8d5c31f3559c1\",\"_type\":\"span\",\"marks\":[],\"text\":\" Ideally these types of messages, which encourage customers to join a company’s loyalty program so they engage and spend more often with the brand, should be sent to specific segments of users after they complete a high-value action, such as favoriting an item or using a promo code.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e2ac27558351\",\"_type\":\"block\",\"children\":[{\"_key\":\"c8ba1f7f03690\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Reward and perk campaigns:\"},{\"_key\":\"c8ba1f7f03691\",\"_type\":\"span\",\"marks\":[],\"text\":\" By using behavioral segments based on customers’ time spent in the app or their purchase amounts, brands can send targeted rewards to top-tier users in recognition of their activity, potentially furthering their loyalty over time.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9d5aaaab6a90\",\"_type\":\"block\",\"children\":[{\"_key\":\"6ace3120209a0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Customer feedback/NPS survey campaigns: \"},{\"_key\":\"6ace3120209a1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Companies can evaluate customer loyalty and encourage users to share valuable insights by sending customer feedback surveys and Net Promoter Score (NPS) surveys after users engage with a brand in a meaningful way, such as after making their first purchase or complete a first session in a company’s app. By gathering this data, your brand can gain new learnings that can be used to drive retention.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"966240500547\",\"_type\":\"block\",\"children\":[{\"_key\":\"66bbe68643ea0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Lapsing user campaigns: \"},{\"_key\":\"66bbe68643ea1\",\"_type\":\"span\",\"marks\":[],\"text\":\"By using event data such as the date a customer last read an article, purchased an item, or engaged with a campaign, your company can create a behavioral segment of lapsing users and send targeted campaigns that give these users a reason to come back and get more value from your brand.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"60a0114b5b25\",\"_type\":\"block\",\"children\":[{\"_key\":\"fa7b42bad2c90\",\"_type\":\"span\",\"marks\":[\"a6fb2f58db90\",\"strong\"],\"text\":\"Win-back campaigns\"},{\"_key\":\"fa7b42bad2c91\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\":\"},{\"_key\":\"fa7b42bad2c92\",\"_type\":\"span\",\"marks\":[],\"text\":\" Marketers can generate segments of already lapsed users based on the date of their last interaction with their brand, and create tailored messaging designed to get them to re-engage.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"a6fb2f58db90\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/what-is-a-win-back-campaign-anyway\"}],\"style\":\"normal\"},{\"_key\":\"5c6188310f31\",\"_type\":\"block\",\"children\":[{\"_key\":\"f1eaa5b02c3e0\",\"_type\":\"span\",\"marks\":[\"bf343550fecf\",\"strong\"],\"text\":\"Continue-your-streak campaigns\"},{\"_key\":\"f1eaa5b02c3e1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\": \"},{\"_key\":\"f1eaa5b02c3e2\",\"_type\":\"span\",\"marks\":[],\"text\":\"When members of your audience start—or continue a streak—it’s a great opportunity to recognize and gamify this behavior to encourage strong engagement and loyalty over time.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"bf343550fecf\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/7-ways-to-improve-customer-retention-campaign-performance\"}],\"style\":\"normal\"},{\"_key\":\"06143d5d0cf2\",\"_type\":\"richImage\",\"alt\":\"pants labyrinth has new styles in stock use code nicejams to get 15 % off of all new arrivals\",\"asset\":{\"_ref\":\"image-de5fca80db9821cd8dd38ebb42f888a2484e93d2-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"32221c7c696a\",\"_type\":\"anchor\",\"anchorId\":\"tips\"},{\"_key\":\"b79874619400\",\"_type\":\"block\",\"children\":[{\"_key\":\"c1d482f19fed0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tips to implement behavioral segmentation\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"a1111c448e6c\",\"_type\":\"block\",\"children\":[{\"_key\":\"eeaf7898e2210\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here’s how to put behavioral segmentation into action:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"654582d7bf1a\",\"_type\":\"block\",\"children\":[{\"_key\":\"985cbba707fa0\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Start with clear objectives\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a6e165f10e2c\",\"_type\":\"block\",\"children\":[{\"_key\":\"c5bcc5df3d9f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Before diving in, define what you want to achieve. Are you looking to increase conversions, improve retention, or re-engage dormant users? Aligning segmentation with business goals so your approach drives real impact.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d75bad87faca\",\"_type\":\"block\",\"children\":[{\"_key\":\"3d0c44e1fccf0\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Use first-party data as your foundation\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"da3e2e6803c5\",\"_type\":\"block\",\"children\":[{\"_key\":\"78d23be87b4e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Behavioral segmentation is only as strong as the data behind it. Tap into real-time user interactions, such as website activity, app engagement, purchase history, and campaign responses. \"},{\"_key\":\"78d23be87b4e1\",\"_type\":\"span\",\"marks\":[\"a4b291f5d891\"],\"text\":\"First-party data\"},{\"_key\":\"78d23be87b4e2\",\"_type\":\"span\",\"marks\":[],\"text\":\" provides the most accurate, privacy-compliant foundation for segmentation.\"}],\"markDefs\":[{\"_key\":\"a4b291f5d891\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/first-party-data\"}],\"style\":\"normal\"},{\"_key\":\"144f644b5133\",\"_type\":\"block\",\"children\":[{\"_key\":\"99de9442ab0f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Create dynamic, evolving segments\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3268eba6effe\",\"_type\":\"block\",\"children\":[{\"_key\":\"007d576143ab0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Users aren’t static, and your segment shouldn’t be either. Instead of relying on rigid categories, build dynamic segments that update in real time based on user behaviors. This allows you to personalize outreach as users shift between interest levels, lifecycle stages, or engagement patterns.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fa5d61249feb\",\"_type\":\"block\",\"children\":[{\"_key\":\"33f8371ea6bc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Prioritize personalization over broad targeting\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a8097aad60f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"f270440742300\",\"_type\":\"span\",\"marks\":[],\"text\":\"The best behavioral segmentation strategies focus on individual relevance rather than broad demographics. Use behavioral insights to tailor messaging, product recommendations, and timing. Whether it’s a welcome flow for first-time users or re-engagement content for lapsed customers, make every interaction feel personal.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3c7c5c21e771\",\"_type\":\"anchor\",\"anchorId\":\"technology\"},{\"_key\":\"1bdde9dbfee0\",\"_type\":\"block\",\"children\":[{\"_key\":\"07dacb53a7e90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Finding the right technology to support behavioral segmentation\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"4ba59782c510\",\"_type\":\"block\",\"children\":[{\"_key\":\"90734cbd14990\",\"_type\":\"span\",\"marks\":[],\"text\":\"When looking to source a \"},{\"_key\":\"90734cbd14991\",\"_type\":\"span\",\"marks\":[\"41f1b09e3bf2\"],\"text\":\"customer engagement platform\"},{\"_key\":\"90734cbd14992\",\"_type\":\"span\",\"marks\":[],\"text\":\" that supports behavioral segmentation, be sure to opt for solutions that offer:\"}],\"markDefs\":[{\"_key\":\"41f1b09e3bf2\",\"_type\":\"link\",\"href\":\"https://info.braze.com/Customer-Engagement-Platform.html\"}],\"style\":\"normal\"},{\"_key\":\"984e38298e07\",\"_type\":\"block\",\"children\":[{\"_key\":\"70b83924eb410\",\"_type\":\"span\",\"marks\":[],\"text\":\"Real-time \"},{\"_key\":\"70b83924eb411\",\"_type\":\"span\",\"marks\":[\"f4c1dd682aea\"],\"text\":\"stream processing\"},{\"_key\":\"70b83924eb412\",\"_type\":\"span\",\"marks\":[],\"text\":\" of customer data, to enable in-the-moment, dynamic segmentation, and personalization\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"f4c1dd682aea\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-cloud-data-ingestion\"}],\"style\":\"normal\"},{\"_key\":\"351dc45f3da9\",\"_type\":\"block\",\"children\":[{\"_key\":\"e8b174bc263f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Built-in data privacy and compliance, in line with standards and regulations set by 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characteristic\"},{\"_key\":\"1cac115097362\",\"_type\":\"span\",\"marks\":[],\"text\":\" captured via a customer engagement platform or CRM\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"38a894c26769\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/developer_guide/platform_wide/platform_features/?redirected=true#user-segmentation\"}],\"style\":\"normal\"},{\"_key\":\"84e8d9d924f9\",\"_type\":\"block\",\"children\":[{\"_key\":\"90306bd20dc30\",\"_type\":\"span\",\"marks\":[\"89779c888d17\"],\"text\":\"Insights and analytics on segment performance\"},{\"_key\":\"90306bd20dc31\",\"_type\":\"span\",\"marks\":[],\"text\":\", including lifetime revenue generated per segment\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"89779c888d17\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/segments/segment_insights/\"}],\"style\":\"normal\"},{\"_key\":\"501b3a17b87a\",\"_type\":\"block\",\"children\":[{\"_key\":\"4cee7395b1860\",\"_type\":\"span\",\"marks\":[\"7dd05ee32874\"],\"text\":\"A/B and multivariate testing\"},{\"_key\":\"4cee7395b1861\",\"_type\":\"span\",\"marks\":[],\"text\":\" capabilities to measure the impact of various segmentation strategies\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"7dd05ee32874\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/ab-vs-multivariate-testing-use\"}],\"style\":\"normal\"},{\"_key\":\"824318b0e9f5\",\"_type\":\"anchor\",\"anchorId\":\"mobile\"},{\"_key\":\"e781ecf05d8d\",\"_type\":\"block\",\"children\":[{\"_key\":\"dde39a7dc0430\",\"_type\":\"span\",\"marks\":[],\"text\":\"Behavioral segmentation for your mobile marketing strategies\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"5b00e3c82563\",\"_type\":\"block\",\"children\":[{\"_key\":\"b767efb0a9d70\",\"_type\":\"span\",\"marks\":[],\"text\":\"Mobile is where customer interactions happen in real time—whether it’s in-app browsing, push notification responses, or mobile purchases. Behavioral segmentation in \"},{\"_key\":\"b767efb0a9d71\",\"_type\":\"span\",\"marks\":[\"e21eb89b98b2\"],\"text\":\"mobile marketing\"},{\"_key\":\"b767efb0a9d72\",\"_type\":\"span\",\"marks\":[],\"text\":\" strategies helps brands move beyond generic messaging and create deeply personalized, context-aware experiences that drive engagement.\"}],\"markDefs\":[{\"_key\":\"e21eb89b98b2\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/mobile-marketing\"}],\"style\":\"normal\"},{\"_key\":\"b2902165a4f8\",\"_type\":\"block\",\"children\":[{\"_key\":\"94360755079b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Segment based on in-app behavior\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"9519bf68a065\",\"_type\":\"block\",\"children\":[{\"_key\":\"ae7d7b01002b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Users interact with mobile apps in different ways—some explore multiple features, while others stick to a single function. Identifying active users, casual browsers, and dormant accounts allows for tailored messaging that encourages deeper engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"14caccce5a28\",\"_type\":\"block\",\"children\":[{\"_key\":\"b11780b494f70\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Personalize push notifications for higher impact\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"85d0bb608cea\",\"_type\":\"block\",\"children\":[{\"_key\":\"a58628061d6c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Generic push notifications often get ignored, but behavior-driven notifications—triggered by actions like cart abandonment—can deliver real value. For example, sending a time-sensitive discount to a user who has viewed a product multiple times can nudge them toward conversion.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"18f13bb5cd2e\",\"_type\":\"block\",\"children\":[{\"_key\":\"d46b5573dabb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Optimize messaging based on session frequency and duration\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b437b31a626b\",\"_type\":\"block\",\"children\":[{\"_key\":\"37a053c6e96e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"A user who opens your app daily needs a different experience from someone who checks in once a month. Frequent users might benefit from VIP offers or loyalty rewards, while infrequent users may need re-engagement campaigns that highlight new features or exclusive content.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d49ca266ff24\",\"_type\":\"block\",\"children\":[{\"_key\":\"b413a0f7247e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Leverage geolocation for real-time engagement\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"507fad1a8d5c\",\"_type\":\"block\",\"children\":[{\"_key\":\"6d33f9294acc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Location-based segmentation allows brands to deliver hyper-relevant offers and updates when users are near a store, event, or key location. A restaurant app, for instance, can send an exclusive deal when a user is within walking distance, driving immediate action.\\n5. Use predictive analytics to anticipate user needs\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5a5db5befd09\",\"_type\":\"block\",\"children\":[{\"_key\":\"ca363db473000\",\"_type\":\"span\",\"marks\":[],\"text\":\"Machine learning can help identify patterns in mobile behavior—predicting which users are likely to churn, which are ready for an upgrade, and which need a nudge to complete a purchase. Proactively targeting users based on these insights keeps engagement high and churn rates low.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6eb7839ea565\",\"_type\":\"block\",\"children\":[{\"_key\":\"48bf181d2b620\",\"_type\":\"span\",\"marks\":[],\"text\":\"6. Test and refine for continuous improvement\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"678a9d80e0c3\",\"_type\":\"block\",\"children\":[{\"_key\":\"4ee2bbc7757b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Mobile user behavior evolves quickly, so segmentation strategies need to adapt. A/B testing different notification types, messaging tones, and timing strategies helps refine engagement tactics and drive better results over time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9d59cae4ca44\",\"_type\":\"anchor\",\"anchorId\":\"conclusion\"},{\"_key\":\"28d3f449512e\",\"_type\":\"block\",\"children\":[{\"_key\":\"6cb3ead572950\",\"_type\":\"span\",\"marks\":[],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"971cd520ab02\",\"_type\":\"block\",\"children\":[{\"_key\":\"1702163078a40\",\"_type\":\"span\",\"marks\":[],\"text\":\"It pays to invest in personalization efforts like behavioral segmentation. Researchers have found that \"},{\"_key\":\"1702163078a41\",\"_type\":\"span\",\"marks\":[\"faa88e2750ce\"],\"text\":\"personalization efforts can boost revenue by 10 to 15%\"},{\"_key\":\"1702163078a42\",\"_type\":\"span\",\"marks\":[],\"text\":\" on average, and by as much as 25%, depending on the industry. Furthermore, fast-growing companies that outperform the competition when it comes to personalization yield 40% more revenue from their efforts compared to laggards.\"}],\"markDefs\":[{\"_key\":\"faa88e2750ce\",\"_type\":\"link\",\"href\":\"https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying\"}],\"style\":\"normal\"},{\"_key\":\"644a1bd62ac1\",\"_type\":\"block\",\"children\":[{\"_key\":\"f13658e8b5250\",\"_type\":\"span\",\"marks\":[],\"text\":\"The challenge for brands is to successfully execute. Only \"},{\"_key\":\"f13658e8b5251\",\"_type\":\"span\",\"marks\":[\"92c64fbdef52\"],\"text\":\"35% of businesses feel like they’re able to deliver personalized experiences across channels\"},{\"_key\":\"f13658e8b5252\",\"_type\":\"span\",\"marks\":[],\"text\":\". 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