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uppercase">FEATURED CHANNELS</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/product/email"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="mail-01"><use href="/icons/sprites.svg#mail-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Email</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/mobile-app-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-02"><use href="/icons/sprites.svg#phone-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Mobile App Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/web-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="browser"><use href="/icons/sprites.svg#browser"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Web Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/sms"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="message-text-square-02"><use href="/icons/sprites.svg#message-text-square-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">SMS/RCS</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/whatsapp"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-call-01"><use href="/icons/sprites.svg#phone-call-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">WhatsApp</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/cross-channel-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="dots-grid"><use href="/icons/sprites.svg#dots-grid"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md text-purple-700">View all channels</span></div></a></li></ul></div><div class="nav-dropdown__section-footer flex flex-wrap sm:flex-nowrap p-2 sm:p-3 bg-[#C9C4FF80] relative z-10 gap-3 items-end sm:justify-between xl:justify-start rounded-lg mt-4"><div class="flex gap-2 sm:gap-3"><span class="flex items-center justify-center flex-none size-8 text-purple-700 mr-2 xl:mr-0"><svg width="20" height="20" role="img" aria-label="star-02"><use href="/icons/sprites.svg#star-02"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="font-semibold text-gray-900 text-md">How It Works</span><p class="font-normal text-gray-600 text-sm">Get a breakdown of our vertically- integrated technology</p></div></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[14px] py-2 text-sm bg-white border border-transparent text-gray-900 shadow-xs hover:bg-[#F9FAFB] active:bg-white active:border-[#D0D5DD] active:border disabled:bg-white disabled:border-[#EAECF0] disabled:border disabled:text-[#98A2B3] w-full" href="/product">Learn More</a></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" aria-expanded="false">Solutions<svg width="20" height="20" role="img" aria-label="chevron-down" class="transition-transform !duration-150"><use href="/icons/sprites.svg#chevron-down"></use></svg></button><div id="nav-dropdown-Solutions" class="nav-dropdown__content absolute top-0 xl:top-full left-0 w-full pb-10 xl:pb-0 h-[calc(100vh-72px)] xl:h-auto flex flex-col overflow-y-auto overflow-x-hidden xl:overflow-hidden bg-white xl:border xl:border-gray-200 xl:shadow-lg transition !duration-300 transform origin-top pointer-events-none -z-1 opacity-0 translate-x-full xl:translate-x-0" aria-hidden="true" inert="true"><div class="container transition delay-150 !duration-300 origin-center xl:opacity-0 xl:translate-y-[5px]"><div class="mt-10 mb-4 xl:hidden"><button type="button" class="items-center justify-center text-center transition-colors sm:w-fit whitespace-nowrap relative z-10 font-aribauGrotesk font-bold text-sm flex gap-2 rounded-none border-none p-0 text-gray-600 shadow-none w-fit 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href="/solutions/media-entertainment"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="video-recorder"><use href="/icons/sprites.svg#video-recorder"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Media & Entertainment</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/gaming"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="gaming-pad-01"><use href="/icons/sprites.svg#gaming-pad-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Gaming</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/on-demand"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" 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text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="trend-up-01"><use href="/icons/sprites.svg#trend-up-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Optimize Onboarding</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/boost-productivity"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="pencil-01"><use href="/icons/sprites.svg#pencil-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Boost Productivity</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/improve-acquisition"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="pie-chart-01"><use 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class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Increase Engagement</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Braze For</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/braze-for-engineering"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-01"><use href="/icons/sprites.svg#code-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Engineering</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/braze-for-startups"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-03"><use 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srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75"/></div><div class="flex w-full flex-col gap-3 pt-6"><span class="text-md font-semibold text-gray-900">2026 Global Customer Engagement Review</span><span class="text-md font-normal text-gray-600">For our sixth Global CER, we surveyed over 2,200 marketing leaders and analyzed upwards of 6 billion data points spanning more than 750 brands</span></div></div></a></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs 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font-semibold text-md">Braze Alloys</span><span class="text-sm font-normal text-gray-600">Explore and connect with our trusted Technology or Solutions partners</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/solutions-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-01"><use href="/icons/sprites.svg#users-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Delivery Partners</span><span class="text-sm font-normal text-gray-600">Discover our partnerships with the world's leading agencies, consultancies, and system integrators</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/technology-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-02"><use 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hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 w-full xl:hidden" href="/get-started">Get Started</a><button data-collapse-toggle="mega-menu-full" type="button" class="flex-none h-full focus:outline-none focus:ring-2 xl:hidden p-4" aria-controls="mega-menu-full" aria-expanded="false"><span class="sr-only">Open main menu</span><span class="block relative h-[13px] w-[16px]"><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-0 rotate-0"></span><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-[6px] opacity-1"></span><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-[12px] rotate-0"></span></span></button></div></div></nav></header><main><!--$--><div class="relative w-full overflow-hidden bg-gray-50 pt-[74px] partner-detail-hero"><div class="container relative z-10 pb-20 pt-6"><div class="flex gap-1 text-xs"><a aria-label="Link to technology partners" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-bold text-[#310CCE] capitalize" href="/partners/technology-partners">Partners</a><span class="text-white text-md">/</span><a aria-label="Link to zendesk" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-medium text-[#344054] bg-[#FFFFFFB2] truncate" href="/partners/technology-partners/zendesk">Zendesk</a></div><script type="application/ld+json">{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Partners","item":"https://www.braze.com/partners/technology-partners"},{"@type":"ListItem","position":2,"name":"Zendesk","item":"https://www.braze.com/partners/technology-partners/zendesk"}]}</script><div class="mt-16 flex flex-col items-start justify-between gap-6 text-center text-black lg:flex-row"><div class="flex w-full flex-col gap-8 lg:flex-row"><div class="flex h-[64px] w-[176px] gap-8 rounded-lg border border-gray-200 bg-white p-2"><img alt="Zendesk" loading="lazy" width="176" height="64" decoding="async" data-nimg="1" class="size-full object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F486f5234ec31d33550d6f3758a261d40c729fed1-580x200.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F486f5234ec31d33550d6f3758a261d40c729fed1-580x200.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F486f5234ec31d33550d6f3758a261d40c729fed1-580x200.png&w=384&q=75"/></div><div class="flex flex-col items-start gap-8"><h2 class="max-w-screen-md text-start">Zendesk</h2><div class="flex flex-col gap-3 md:flex-row"><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-gray-300 bg-white text-gray-700 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 disabled:border-gray-200 disabled:bg-white disabled:text-gray-300 h-[28px]" href="/partners/search?partner=technology&type=Additional+Channels+%26+Extensions">Additional Channels & Extensions</a></div></div></div><div class="flex w-full flex-col gap-3 sm:w-fit md:flex-row"><a class="inline-flex items-center justify-center text-center rounded-full transition-colors whitespace-nowrap relative z-10 py-2 px-3 gap-1 font-aribauGrotesk font-bold border border-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 h-[37px] w-full text-sm sm:w-fit" href="/docs/partners/channel_extensions/support/zendesk">View Documentation</a><a href="https://www.zendesk.com/" target="_blank" rel="noreferrer noopener" class="inline-flex items-center justify-center text-center rounded-full transition-colors whitespace-nowrap relative z-10 py-2 px-3 gap-1 font-aribauGrotesk font-bold border border-gray-300 bg-white text-gray-700 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 disabled:border-gray-200 disabled:bg-white disabled:text-gray-300 h-[37px] w-full text-sm sm:w-fit">View Partner Website</a></div></div></div></div><div class="container py-24"><div class="flex flex-col gap-8 md:flex-row"><aside class="w-full shrink-0 grow-0 basis-full md:w-[280px] md:basis-[280px]"><div class="flex w-full flex-col gap-8 md:sticky md:top-24"><div class="flex flex-col gap-6 rounded-[12px] bg-gray-50 p-6"><div class="flex flex-col gap-2"><h6 class="text-sm uppercase text-gray-600">Verified Partner</h6><span class="w-fit rounded-xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold text-gray-600">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 Zendesk?</h3><div class="flex flex-col gap-6"><p>Zendesk Support Suite offers businesses the ability to have natural conversations with their customers through omnichannel support, using email, web chat, voice or social messaging apps. ZSS values customer support through tracking and prioritizing interactions through a streamlined ticketing system, allowing businesses to have a unified historical view of the customer.</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>Braze and Zendesk work together to improve your interactions with customers and prospects. Use CSAT scores and open tickets information to ensure you're sending the right message, or not sending a message at all to unhappy customers.</p></div></section></main></div></div><div class="container bg-gray-50 py-[50px] md:py-24"><div class="cards-slider overflow-hidden bg-gray-25 undefined"><div class="container flex flex-col gap-8 px-0 md:px-20"><div class="flex flex-col justify-between gap-6 md:flex-row md:items-center"><h1 class="z-10 text-display-md text-black md:text-display-lg">Related Content</h1><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 font-aribauGrotesk font-bold border border-gray-300 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-[40px] w-fit bg-gray-300 text-md text-black" 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first-party data?</h4><span class="text-sm font-bold text-gray-500">February 27, 2026</span></div></div></a></div></div></div></div><ul style="display:block" class="slick-dots"><li class="slick-active"><button>1</button></li><li class=""><button>2</button></li><li class=""><button>3</button></li><li class=""><button>4</button></li></ul></div></div></div></div><section class="supergraphic-4 relative overflow-hidden contain-layout"><div class=""><div class="w-full px-4 py-16 md:px-14 md:py-20"><div class="container flex flex-col justify-between gap-8 md:flex-row"><div class="flex flex-col gap-6"><img alt="logo" loading="lazy" width="144" height="45" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=256&q=75 1x, /_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75 2x" src="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75"/><h1 class="text-black text-display-xs md:text-display-lg">Shape the future of customer engagement with us</h1></div><div class="flex flex-col gap-[10px]"><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Differentiate your product and service offerings</span></div><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Join a global community of innovators</span></div><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Tap into training, certification, marketing, and sales program support</span></div></div></div></div><div class="container flex grid-cols-2 flex-col px-4 gap-8 pb-24 md:flex-row"><div class="container flex w-full flex-col justify-between gap-8"><h4>Join our open technology ecosystem</h4><p>Our platform is designed for flexible, easy integration so you can build solutions that solve customer challenges and accelerate business growth.</p><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-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 h-[44px]" href="/partners/become-a-braze-technology-partner">Become a Technology Partner</a></div><div class="container flex w-full flex-col justify-between gap-8"><h4>Join our global services network</h4><p>Agencies, consultants, and systems integrators build robust service offerings with Braze.</p><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-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 h-[44px]" href="/partners/become-a-braze-solutions-partner">Become a Delivery Partner</a></div></div></div></section><section class="bg-blurPurple blur-purple-animation relative overflow-hidden contain-layout pt-10 sm:pt-16 pb-10 sm:pb-16 custom-background"><div class=""><div class="flex w-full flex-col items-center py-16 lg:py-24"><div class="container flex flex-col gap-12 items-center"><div class="flex max-w-[768px] flex-col items-center gap-5 text-center"><h2 id="its-time-to-be-a-better-marketer" class="mb-0 text-white text-display-sm sm:text-display-md md:text-display-lg lg:text-display-xl xl:text-display-2xl font-extrabold"><span class="block"><span class="">It's time to be a better 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ZSS values customer support through tracking and prioritizing interactions through a streamlined ticketing system, allowing businesses to have a unified historical view of the customer.\"}],\"markDefs\":[],\"style\":\"normal\"}]},\"partnerType\":\"technology\"}],[\"$\",\"div\",null,{\"className\":\"container bg-gray-50 py-[50px] md:py-24\",\"children\":[\"$\",\"$L35\",null,{\"title\":\"Related Content\",\"callToAction\":{\"label\":\"View More\",\"variant\":\"secondaryGray\",\"href\":\"/partners/search?partner=Technology\u0026type=Data%20%26%20Analytics\"},\"cards\":[{\"_id\":\"84162df8-2af3-4098-b08c-1cfcef3fba55\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"e28d2b7f54f2\",\"_type\":\"block\",\"children\":[{\"_key\":\"ecd3ecbc3b80\",\"_type\":\"span\",\"marks\":[],\"text\":\"This week, Braze celebrated a significant milestone: The one-year anniversary of the \"},{\"_key\":\"97390d236ffa\",\"_type\":\"span\",\"marks\":[\"a35742025acc\"],\"text\":\"Braze Data Platform\"},{\"_key\":\"5f7c9067f6bd\",\"_type\":\"span\",\"marks\":[],\"text\":\". Data is the backbone of successful customer engagement, and as artificial intelligence (AI) continues to permeate all aspects of our lives, data has become more important than ever. With the right approach (and the right technology), brands can make their customers feel seen and understood, building loyalty and long-term relationships.\"}],\"markDefs\":[{\"_key\":\"a35742025acc\",\"_type\":\"link\",\"href\":\"https://investors.braze.com/news/news-details/2024/Braze-Introduces-the-Braze-Data-Platform/default.aspx\"}],\"style\":\"normal\"},{\"_key\":\"814ea44da77f\",\"_type\":\"block\",\"children\":[{\"_key\":\"e53237f211a8\",\"_type\":\"span\",\"marks\":[],\"text\":\"At Braze, we've prioritized building products, partnerships, and integrations across the data ecosystem, so that brands can easily bring their proprietary data to Braze—from data warehouses, customer data platforms (CDPs), analytics tools, and back-end systems. Our goal: To make it faster and easier for brands to unify, activate, and distribute their data to deliver world-class customer engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"98e65fdf0c82\",\"_type\":\"block\",\"children\":[{\"_key\":\"2cc2d0835183\",\"_type\":\"span\",\"marks\":[],\"text\":\"This vision has guided our work for many years, and is precisely what led to the introduction of the Braze Data Platform. At its core, the platform is a comprehensive, composable set of data capabilities and partner integrations that empower marketers to leverage the power of their data to deliver impactful, scalable customer experiences via Braze.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8df935ca3f2e\",\"_type\":\"block\",\"children\":[{\"_key\":\"4659ba800cf6\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"A year in review\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"7143ed95e970\",\"_type\":\"block\",\"children\":[{\"_key\":\"56e3ce4d09ee\",\"_type\":\"span\",\"marks\":[],\"text\":\"Everything we do at Braze is driven by our customers’ needs, and our focus on helping them solve their biggest challenges. To this end, we have made deep investments in product features and partnerships that enhance all elements of brands’ data and marketing journey. Let’s take a look at our innovation across the three pillars of the Braze Data Platform: Data Unification, Data Activation and Data Distribution.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4caf93e08fd7\",\"_type\":\"block\",\"children\":[{\"_key\":\"42e0927dc41f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Data Unification\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b3c36f355405\",\"_type\":\"block\",\"children\":[{\"_key\":\"f24e38e81ab6\",\"_type\":\"span\",\"marks\":[],\"text\":\"We expanded the out-of-the-box sources for \"},{\"_key\":\"377b95a45838\",\"_type\":\"span\",\"marks\":[\"2b0b7a0afb25\"],\"text\":\"Cloud Data Ingestion\"},{\"_key\":\"872af652ee1b\",\"_type\":\"span\",\"marks\":[],\"text\":\" (CDI) to now include Microsoft Fabric, Google Cloud Storage, and AWS S3 in addition to Snowflake, Databricks, Google BigQuery, and AWS Redshift. 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With the addition of new sources and increased flexibility to CDI, we saw a 62% year-over-year increase in adoption.\"}],\"markDefs\":[{\"_key\":\"2b0b7a0afb25\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/data/cloud_ingestion/\"},{\"_key\":\"f22c264d965d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/personalization_and_dynamic_content/catalogs/\"},{\"_key\":\"aed90f206542\",\"_type\":\"link\",\"href\":\"https://learning.braze.com/zero-copy-segmentation-how-to-use-cdi-segments\"}],\"style\":\"normal\"},{\"_key\":\"3c0b335ccfdc\",\"_type\":\"richImage\",\"alt\":\"a purple background with the words zero copy data access on it\",\"asset\":{\"_ref\":\"image-318d56e82501fa73ffaaeaaa96b4fcf9d0560a7a-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"f1559448729d\",\"_type\":\"block\",\"children\":[{\"_key\":\"eb66e2d92e86\",\"_type\":\"span\",\"marks\":[],\"text\":\"In addition to direct connections with data warehouses and cloud storage, many brands bring data from external sources into Braze. Using \"},{\"_key\":\"4c0437c8f73f\",\"_type\":\"span\",\"marks\":[\"4d92167435c5\"],\"text\":\"Data Transformation\"},{\"_key\":\"7f2a18d86b5b\",\"_type\":\"span\",\"marks\":[],\"text\":\", companies can easily build and manage webhook integrations with external systems, automating data flows to power sophisticated marketing use cases. Last year, we introduced pre-built templates for common external platforms, such as Zendesk, Stripe, Typeform, and more. This has allowed marketers to get started with less technical support, resulting in a 50% increase in Data Transformation usage on Braze in the last year.\"}],\"markDefs\":[{\"_key\":\"4d92167435c5\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/data/data_transformation/overview/\"}],\"style\":\"normal\"},{\"_key\":\"180aa3bec41a\",\"_type\":\"block\",\"children\":[{\"_key\":\"ec669303e6a7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Data Activation\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"2b4e7dd22532\",\"_type\":\"block\",\"children\":[{\"_key\":\"a2c3e47d0a28\",\"_type\":\"span\",\"marks\":[],\"text\":\"With the ongoing proliferation of channels, devices, and platforms, customers often engage with brands in multiple places, which can result in the creation of duplicate user records. In early April, Braze introduced \"},{\"_key\":\"2c0028da33a2\",\"_type\":\"span\",\"marks\":[\"69f1ecde5935\"],\"text\":\"Automated Identity Resolution\"},{\"_key\":\"4f7507d73513\",\"_type\":\"span\",\"marks\":[],\"text\":\" to help marketers easily identify and merge profiles to maintain a single, unified representation of their end users.\"}],\"markDefs\":[{\"_key\":\"69f1ecde5935\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-data-platform-flexibility-collaboration\"}],\"style\":\"normal\"},{\"_key\":\"af8c3eb9ab15\",\"_type\":\"richImage\",\"alt\":\"an illustration of nicole diaz 's profile on a phone\",\"asset\":{\"_ref\":\"image-adc217f0aebc857bac3c2f7d9e5ceca6780f84a0-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"b4919dbf3236\",\"_type\":\"block\",\"children\":[{\"_key\":\"b210f30f44bc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Beyond the user profile, marketing teams often need access to non-customer data in their campaigns, such as information about products, features, offers, promotions, and more. Now brands can easily upload any data using CSV imports and save it on Braze Catalogs for use in their campaigns. For example, a marketer at a media and entertainment company can import information about the movies and shows hosted by that streaming service, then recommend content to users based on their favorited titles and most-watched genres. And this approach is catching on—our data shows that Catalog usage has increased by nearly 80% since we introduced the Braze Data Platform.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7fac48056593\",\"_type\":\"block\",\"children\":[{\"_key\":\"c2f773db6699\",\"_type\":\"span\",\"marks\":[],\"text\":\"Marketing teams want autonomy in using data for customer engagement. Over the last year, the Braze Data Platform has introduced features to allow marketers to more independently manage their data in Braze. What does that look like? Brands can now add descriptions and tags within Braze to support data sorting, and it’s also easier to clean data by blocklisting attributes and events, or deleting data that is no longer needed. The result? More control over their data and better customer experiences.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8e10b0856afb\",\"_type\":\"block\",\"children\":[{\"_key\":\"00cd9a340e42\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Data Distribution\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"aa48c2bbe747\",\"_type\":\"block\",\"children\":[{\"_key\":\"33d5c6873a68\",\"_type\":\"span\",\"marks\":[],\"text\":\"As brands execute campaigns and connect with their customers, a wealth of new data is produced. With Braze, brands not only can leverage real-time data for dynamic personalization but also stream this data to external systems and tools to empower and inform business units beyond Marketing, enriching their overarching business strategy.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"994b2d6698d0\",\"_type\":\"richImage\",\"alt\":\"an orange background with icons and the word braze\",\"asset\":{\"_ref\":\"image-9479a440b5814ba259c6a50d391c6c4d2208d8bd-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"f6e30344a468\",\"_type\":\"block\",\"children\":[{\"_key\":\"6220a2c68105\",\"_type\":\"span\",\"marks\":[],\"text\":\"Since we introduced our new \"},{\"_key\":\"fe70624d424d\",\"_type\":\"span\",\"marks\":[\"7e762953e23f\"],\"text\":\"Report Builder and Dashboard Builder\"},{\"_key\":\"1d667ceb1f9e\",\"_type\":\"span\",\"marks\":[],\"text\":\" capabilities this spring, we’ve witnessed a significant uptick in customers utilizing analytics features to transform their engagement data into actionable insights. With over 17,000 custom reports run and 1,600 custom dashboards created since launch, marketers are gaining the insights they need to optimize engagement strategies and prove campaign impact in real time.\"}],\"markDefs\":[{\"_key\":\"7e762953e23f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/2025-braze-reporting-announcements\"}],\"style\":\"normal\"},{\"_key\":\"8b8fb6331d44\",\"_type\":\"block\",\"children\":[{\"_key\":\"bdd1b885e8b4\",\"_type\":\"span\",\"marks\":[],\"text\":\"But we didn’t stop there. With \"},{\"_key\":\"02235ccc46df\",\"_type\":\"span\",\"marks\":[\"639b1d6b4664\"],\"text\":\"Currents\"},{\"_key\":\"0347242d9bc6\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"373bbe716f40\",\"_type\":\"span\",\"marks\":[\"c58c14ebf53b\"],\"text\":\"Snowflake Data Sharing\"},{\"_key\":\"5a33e6583502\",\"_type\":\"span\",\"marks\":[],\"text\":\", brands can securely distribute their product, engagement, and customer data to destinations outside of Braze, ensuring that other parts of their organization can also benefit from this valuable customer engagement data. Last year, we streamed over 11 trillion events across multiple destinations using Currents. To further this effort, and extend the utility of data collected via Braze, we expanded our Currents Connector library to include the Adobe Real-Time Customer Data Platform, strengthening our partner ecosystem and providing brands with seamless solutions to ensure their data is accessible wherever it’s needed.\"}],\"markDefs\":[{\"_key\":\"639b1d6b4664\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/data/braze_currents\"},{\"_key\":\"c58c14ebf53b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/partners/data_and_analytics/data_warehouses/snowflake/faqs\"}],\"style\":\"normal\"},{\"_key\":\"e1a9d1829d55\",\"_type\":\"block\",\"children\":[{\"_key\":\"4d1146ba5fb6\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What’s new in the Braze Data Platform\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"4cc3ef41f4f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"2ea09a605ce4\",\"_type\":\"span\",\"marks\":[],\"text\":\"It was a big, exciting year for the Braze Data Platform, and we have even more innovation on the horizon. As we look ahead, we are focused on two key areas: Empowering Marketing teams to be more autonomous, while simultaneously giving marketers and their technical counterparts the tools required to work as efficiently as possible.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5f54b6fa9cce\",\"_type\":\"block\",\"children\":[{\"_key\":\"837a2557a619\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Elevating user experiences while reducing reliance on technical teams\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"09e19b2e922e\",\"_type\":\"block\",\"children\":[{\"_key\":\"448e1ebe4715\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Braze Data Platform is designed to simplify the marketers’ journey, enabling them to manage their customer engagement strategies with ease and efficiency. That can enhance their product experiences while reducing reliance on technical teams, making it easier for marketers to focus on creating memorable moments with their end customers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"be0f01ab3cef\",\"_type\":\"block\",\"children\":[{\"_key\":\"ed3f5a79b702\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"New eCommerce Calculated Fields (EA Q2 FY26):\"},{\"_key\":\"e2ed8a3fe0ab\",\"_type\":\"span\",\"marks\":[],\"text\":\" Earlier this year, we launched a strategic partnership and enhanced integration with \"},{\"_key\":\"b26173eb63ed\",\"_type\":\"span\",\"marks\":[\"46e836491125\"],\"text\":\"Shopify\"},{\"_key\":\"15c550c304ce\",\"_type\":\"span\",\"marks\":[],\"text\":\", making it easier for enterprise eCommerce marketers to align with evolving shopper preferences by leveraging real-time data and insights. Building on this foundation, we’re thrilled to introduce eCommerce Calculated User Fields. These fields allow eCommerce brands to effortlessly track customer lifetime value and build relevant experiences for each user. For example, a fashion retailer can quickly identify their top spenders using pre-defined fields like “Total Revenue,” “Total Refunds,” and “Total Orders.” The brand can then use these segments to send highly targeted campaigns to these customers—such as an email offering a 20% discount on new arrivals—while easily tracking the monetary impact associated with the initiatives.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"46e836491125\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-shopify-announcement\"}],\"style\":\"normal\"},{\"_key\":\"74a79aed77cc\",\"_type\":\"block\",\"children\":[{\"_key\":\"70e622b03540\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Self-Serve Profile Deletion (EA Q2 FY26):\"},{\"_key\":\"9beff16bf09c\",\"_type\":\"span\",\"marks\":[],\"text\":\" Many brands now operate across multiple geographies, facing diverse data privacy regulations like \"},{\"_key\":\"d58912cc4b35\",\"_type\":\"span\",\"marks\":[\"5200f64d4783\"],\"text\":\"GDPR\"},{\"_key\":\"8eef5c373751\",\"_type\":\"span\",\"marks\":[],\"text\":\" in the European Union, or \"},{\"_key\":\"c79d7fc37e5b\",\"_type\":\"span\",\"marks\":[\"2d68efbed83c\"],\"text\":\"CCPA\"},{\"_key\":\"8b9992aedb08\",\"_type\":\"span\",\"marks\":[],\"text\":\" in California. Imagine a customer from one of these regions reaches out to request that their data be deleted; rather than navigating extra steps or involving additional teams, marketers can now quickly and efficiently locate and delete that user's profile directly within Braze. With Self-Serve Profile Deletion, brands can reduce risk, demonstrate their commitment to data privacy, and enable marketers to maintain and manage their customer data with autonomy that would otherwise require manual intervention from technical teams.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"5200f64d4783\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/gdpr-compliance-need-to-know\"},{\"_key\":\"2d68efbed83c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/ccpa-faqs\"}],\"style\":\"normal\"},{\"_key\":\"ddb2becb3132\",\"_type\":\"block\",\"children\":[{\"_key\":\"7541f82009b1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"CSV Imports for Custom Events (GA Q2 FY26):\"},{\"_key\":\"99733a0bdc53\",\"_type\":\"span\",\"marks\":[],\"text\":\" Uploading customer data via CSV has been a quick and reliable method for creating and updating user profiles in Braze for some time. We're excited to extend this capability with the ability to upload custom events alongside user attributes. Imagine a retail brand hosting a styling workshop and collecting valuable first-party data, such as event attendance, interactions with specific vendors, or post-event feedback. Brands can seamlessly bring this data into Braze, connecting real-world engagement to their Braze campaigns, without requiring engineering support.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"40944c5b5115\",\"_type\":\"block\",\"children\":[{\"_key\":\"22eb658ea425\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Bolstering data integrity while streamlining operations between Marketing, Product and Engineering\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"18c1518fff4f\",\"_type\":\"block\",\"children\":[{\"_key\":\"c9935a2eb7db\",\"_type\":\"span\",\"marks\":[],\"text\":\"From top to bottom, the Braze Data Platform has been developed to address our customers’ most pressing technical challenges. We are committed to reducing operational overhead, improving data quality, and fostering a more autonomous environment for marketers using Braze. By providing marketers with self-service capabilities and giving technical teams more robust tools for proactive monitoring and validation, we're not only improving our platform, but working to enhance our customers’ ability to deliver high-impact, strategic work that truly moves the needle for their business.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"def40a88660d\",\"_type\":\"block\",\"children\":[{\"_key\":\"a880716b867a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Proactive API monitoring with Usage Alerts (GA Q2 FY26):\"},{\"_key\":\"fa49a7b2c0a9\",\"_type\":\"span\",\"marks\":[],\"text\":\" Earlier this year, we launched our API Usage Dashboard, allowing technical teams to easily monitor and visualize their API traffic in Braze. Going a step further, brands can now set alerts to be notified when API requests reach near their rate limit, or if error rates spike above a certain threshold. These real-time notifications empower technical teams to more easily investigate issues like malformed requests, adjust traffic routing as needed, and support a more seamless flow of data for campaign delivery and overall team efficiency.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"251b3d2d51dd\",\"_type\":\"block\",\"children\":[{\"_key\":\"7cfa3ad0e429\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Bulk Data Updates for Recommended Events (EA Q2 FY26):\"},{\"_key\":\"939c012e6f98\",\"_type\":\"span\",\"marks\":[],\"text\":\" We’re excited to introduce streamlined workflows for handling Back-in-Stock and Price Drop notifications via Bulk Data Updates. This feature enables brands to process thousands of updates simultaneously, ensuring that end customers receive accurate and timely information on product availability and pricing. By automating these updates, technical teams can not only minimize the risk of errors, but reduce workloads associated with supporting these sorts of triggered campaigns.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"35a2ea3d3f16\",\"_type\":\"block\",\"children\":[{\"_key\":\"2f0a4201d847\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Enhanced Data Exports (GA Q2 FY26):\"},{\"_key\":\"21e70dde5df4\",\"_type\":\"span\",\"marks\":[],\"text\":\" \"},{\"_key\":\"8f00f0dd2a72\",\"_type\":\"span\",\"marks\":[\"83aec2ef45a5\"],\"text\":\"Currents\"},{\"_key\":\"d0dcb0a1a730\",\"_type\":\"span\",\"marks\":[],\"text\":\" exports now include more detailed data from Braze engagement channels, including new channels like \"},{\"_key\":\"78a353ff2077\",\"_type\":\"span\",\"marks\":[\"2e057246e135\"],\"text\":\"Braze Banners\"},{\"_key\":\"dec21dd358f0\",\"_type\":\"span\",\"marks\":[],\"text\":\". This upgrade makes it easy to seamlessly integrate comprehensive customer engagement data—such as Banner clicks, impressions, webhook failures, suspected bot activity and more—into external destinations like CDPs, business intelligence (BI) and analytics tools, or customer service platforms. Further, the introduction of Currents Test Sends, allows engineers to quickly verify data accuracy and troubleshoot exports directly from the Braze dashboard, contributing to improved data integrity and quality.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"83aec2ef45a5\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/data/braze_currents/\"},{\"_key\":\"2e057246e135\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/developer_guide/banners/\"}],\"style\":\"normal\"},{\"_key\":\"314e243977f8\",\"_type\":\"block\",\"children\":[{\"_key\":\"3a0f9f909585\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"60b621552061\",\"_type\":\"block\",\"children\":[{\"_key\":\"6f39fa25b662\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s been an exciting year for the Braze Data Platform, but we’re not resting on our laurels. We are continuing to invest in new features and functionality within the platform, with an eye toward empowering marketers while making cross-functional collaboration and seamless as possible as brands deliver innovative and impactful customer engagement experiences.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b513ad64c725\",\"_type\":\"block\",\"children\":[{\"_key\":\"0a375e01c6f6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Want to dig deeper into the Braze Data Platform and how it can support your brand? Check out our recent \"},{\"_key\":\"c04602a2298e\",\"_type\":\"span\",\"marks\":[\"1c9cc63aa37d\"],\"text\":\"What’s New webinar\"},{\"_key\":\"e96b144eadbd\",\"_type\":\"span\",\"marks\":[],\"text\":\" for all the key details, or reach out directly for more information!\"}],\"markDefs\":[{\"_key\":\"1c9cc63aa37d\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/webinars-and-events/q2-2025-new-product-release\"}],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/4b9852276d30c705b0dda71136c016382218db93-3840x2160.png\",\"publishedDate\":\"2025-07-15T13:00:01.136Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-1c5c34dbf4fbe365fac365f9deddd683910144a5-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"This week, Braze celebrated a significant milestone: The one-year anniversary of the Braze Data Platform. Let’s take a look at our innovation across the three pillars of the Braze Data Platform: Data Unification, Data Activation and Data Distribution.\",\"pageTitle\":\"One year of the Braze Data Platform\",\"slug\":{\"_type\":\"slug\",\"current\":\"2025-braze-data-platform-anniversary\"}},\"title\":\"One year of the Braze Data Platform: Elevating user experiences and cross-team collaboration\"},{\"_id\":\"86ad2c65-3631-4549-8cc2-4333716fb92e\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"96cb8fdf2df6\",\"_type\":\"block\",\"children\":[{\"_key\":\"c6785d175162\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email remains one of the most effective ways to \"},{\"_key\":\"52f625735216\",\"_type\":\"span\",\"marks\":[\"1043ac283a46\"],\"text\":\"reach and engage customers\"},{\"_key\":\"0387659247fa\",\"_type\":\"span\",\"marks\":[],\"text\":\". It drives connection, conversion, and loyalty—but every campaign starts with getting that first open.\"}],\"markDefs\":[{\"_key\":\"1043ac283a46\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/customer-engagement-guide\"}],\"style\":\"normal\"},{\"_key\":\"c85a91816f05\",\"_type\":\"block\",\"children\":[{\"_key\":\"26440a6b08e2\",\"_type\":\"span\",\"marks\":[],\"text\":\"This guide explains what email open rates are, how to calculate and interpret them, what good performance looks like across different industries, and how to improve results through data, testing, and automation.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a2c59a10f6b7\",\"_type\":\"block\",\"children\":[{\"_key\":\"92224f447612\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Contents\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f3c86bc659e7\",\"_type\":\"block\",\"children\":[{\"_key\":\"80f547166288\",\"_type\":\"span\",\"marks\":[\"79830d3e8d3b\"],\"text\":\"What are email open rates?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"79830d3e8d3b\",\"_type\":\"link\",\"href\":\"http://www.braze.com/resources/articles/email-open-rates#what\"}],\"style\":\"normal\"},{\"_key\":\"25a4698f79c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"cde644336279\",\"_type\":\"span\",\"marks\":[\"96045ecdf3a5\"],\"text\":\"How are email open rates calculated?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"96045ecdf3a5\",\"_type\":\"link\",\"href\":\"http://www.braze.com/resources/articles/email-open-rates#how\"}],\"style\":\"normal\"},{\"_key\":\"2ee091161db6\",\"_type\":\"block\",\"children\":[{\"_key\":\"c054a85f08db\",\"_type\":\"span\",\"marks\":[\"00ba59fe2cf2\"],\"text\":\"What does an open rate actually 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email?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"ccb666cb8077\",\"_type\":\"link\",\"href\":\"http://www.braze.com/resources/articles/email-open-rates#good\"}],\"style\":\"normal\"},{\"_key\":\"a3d9d8550f35\",\"_type\":\"block\",\"children\":[{\"_key\":\"67fa7a90f59a\",\"_type\":\"span\",\"marks\":[\"4e78732283ce\"],\"text\":\"What affects email open rate performance?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"4e78732283ce\",\"_type\":\"link\",\"href\":\"http://www.braze.com/resources/articles/email-open-rates#performance\"}],\"style\":\"normal\"},{\"_key\":\"2cc7b6ace19e\",\"_type\":\"block\",\"children\":[{\"_key\":\"04115acb73ff\",\"_type\":\"span\",\"marks\":[\"58fd45c41a7e\"],\"text\":\"How to improve email open 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percentage of delivered emails that a recipient opens. It measures how many people viewed a message after it reached their inbox and is one of the most common indicators of email engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b2503d65654d\",\"_type\":\"block\",\"children\":[{\"_key\":\"7cb4d9eed4b2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Open rates are typically tracked using an invisible pixel embedded in each message, which loads when a subscriber opens the email. This gives marketers a simple way to understand how many subscribers are actively engaging with their campaigns.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a9446dc098e8\",\"_type\":\"block\",\"children\":[{\"_key\":\"a976771c80a6\",\"_type\":\"span\",\"marks\":[],\"text\":\"While open rate doesn’t reveal what recipients do after they open, it serves as the first signal of audience interest and campaign performance.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"655ba51db3cd\",\"_type\":\"anchor\",\"anchorId\":\"how\"},{\"_key\":\"5c5df6f8ca4a\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e3bd45ee520\",\"_type\":\"span\",\"marks\":[],\"text\":\"How are email open rates calculated?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"945288bebe71\",\"_type\":\"block\",\"children\":[{\"_key\":\"ecd7d866b7ce\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email open rate is calculated by dividing the number of unique opens by the number of emails delivered, then multiplying by 100 to get a percentage.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"76b8e094d21a\",\"_type\":\"richImage\",\"alt\":\"Formula for Open Rate: (Number of email opens / Number of emails delivered) = Open Rate.\",\"asset\":{\"_ref\":\"image-c51a0d613a1daf2369ee2937a8dc8d7051a89723-1200x600-jpg\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"f4c5d01c30e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"d18e2a1d2c63\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Formula: (Unique opens ÷ Delivered emails) × 100\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c09cf1244015\",\"_type\":\"block\",\"children\":[{\"_key\":\"920c92b87baf\",\"_type\":\"span\",\"marks\":[],\"text\":\"“Delivered emails” refers to the total number of messages that reached an inbox, excluding any that bounced due to an invalid email address or temporary delivery issue.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"306fe1b04b5c\",\"_type\":\"block\",\"children\":[{\"_key\":\"2753e3d32d97\",\"_type\":\"span\",\"marks\":[],\"text\":\"For example, if you send 10 emails and two bounce, the number of delivered emails is eight. If four of those are opened, your open rate is (4 ÷ 8) × 100 = 50%.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"09f8e8b38ada\",\"_type\":\"anchor\",\"anchorId\":\"measure\"},{\"_key\":\"25eb50b2d71c\",\"_type\":\"block\",\"children\":[{\"_key\":\"6414341c1430\",\"_type\":\"span\",\"marks\":[],\"text\":\"What does an open rate actually measure?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0e6a627cc477\",\"_type\":\"block\",\"children\":[{\"_key\":\"09ea3bffb846\",\"_type\":\"span\",\"marks\":[],\"text\":\"Open rate measures how many recipients opened an email after it was successfully delivered. It’s an indicator of initial engagement—showing whether the subject line, sender name, and timing were compelling enough to prompt an open.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dec48dd93f96\",\"_type\":\"block\",\"children\":[{\"_key\":\"086ce9712e95\",\"_type\":\"span\",\"marks\":[],\"text\":\"However, it’s important to understand what open rate doesn’t capture. It doesn’t show whether a recipient read the full message, clicked a link, or converted.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cb7f9252692b\",\"_type\":\"anchor\",\"anchorId\":\"why\"},{\"_key\":\"02ee7fe6cc5e\",\"_type\":\"block\",\"children\":[{\"_key\":\"ae2f7013b425\",\"_type\":\"span\",\"marks\":[],\"text\":\"Why open rates matter for email marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"aa002f938436\",\"_type\":\"block\",\"children\":[{\"_key\":\"6626759802d6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Open rates help marketers track audience engagement trends over time and understand how their \"},{\"_key\":\"4b51f18df23a\",\"_type\":\"span\",\"marks\":[\"560644b14f70\"],\"text\":\"email marketing campaigns\"},{\"_key\":\"7ed80dd323bb\",\"_type\":\"span\",\"marks\":[],\"text\":\" are performing in real conditions. Changes in this metric can reveal much more than whether a single campaign performed well—they highlight shifts in audience behavior, content relevance, and deliverability. It also helps teams understand how engagement trends are changing across their email subscriber base.\"}],\"markDefs\":[{\"_key\":\"560644b14f70\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/email-campaign-best-practices\"}],\"style\":\"normal\"},{\"_key\":\"ad92bc48e0ab\",\"_type\":\"block\",\"children\":[{\"_key\":\"f4f02d56f03b\",\"_type\":\"span\",\"marks\":[],\"text\":\"A sudden drop may indicate fatigue, blocking, or email content that’s no longer resonating. A steady rise often points to improved targeting, better timing, or increased brand trust.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a252e5992f0e\",\"_type\":\"block\",\"children\":[{\"_key\":\"ea2fe4e52d5b\",\"_type\":\"span\",\"marks\":[],\"text\":\"While privacy features like Apple’s Mail Privacy Protection (MPP) affect individual tracking accuracy, aggregate open rate data still offers valuable directional insight. By watching how open rates evolve, marketers can spot issues early and guide optimization across subject lines, \"},{\"_key\":\"0d5bcf64a0cb\",\"_type\":\"span\",\"marks\":[\"274c30458cbb\"],\"text\":\"segmentation\"},{\"_key\":\"58201ab9b9c2\",\"_type\":\"span\",\"marks\":[],\"text\":\", and send strategy.\"}],\"markDefs\":[{\"_key\":\"274c30458cbb\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/guide-to-behavioral-segmentation\"}],\"style\":\"normal\"},{\"_key\":\"2af45913b56b\",\"_type\":\"block\",\"children\":[{\"_key\":\"86253211f75e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Open rates are an essential step toward successful email marketing.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"44959b045b78\",\"_type\":\"anchor\",\"anchorId\":\"good\"},{\"_key\":\"f1ff92374961\",\"_type\":\"block\",\"children\":[{\"_key\":\"db8f837b9993\",\"_type\":\"span\",\"marks\":[],\"text\":\"What is a good open rate for email?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"f5fff70c9bc1\",\"_type\":\"block\",\"children\":[{\"_key\":\"efdf5d7b4eb1\",\"_type\":\"span\",\"marks\":[],\"text\":\"There’s no single number that defines a “good” open rate, but most data puts the average email open rate between 30% and 40%—and recent email marketing benchmarks show an \"},{\"_key\":\"7a042aa0ec41\",\"_type\":\"span\",\"marks\":[\"07a72920c11f\"],\"text\":\"overall average of 35.9%\"},{\"_key\":\"0c08923f41f7\",\"_type\":\"span\",\"marks\":[],\"text\":\", with results varying by audience type and industry.\"}],\"markDefs\":[{\"_key\":\"07a72920c11f\",\"_type\":\"link\",\"href\":\"https://dma.org.uk/research/email-benchmarking-report-2025\"}],\"style\":\"normal\"},{\"_key\":\"72d66628f54d\",\"_type\":\"block\",\"children\":[{\"_key\":\"d157e5cdad21\",\"_type\":\"span\",\"marks\":[],\"text\":\"B2B vs. B2C email performance\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a5d28e5f7a85\",\"_type\":\"block\",\"children\":[{\"_key\":\"70a706138db6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Open rates differ slightly depending on who you’re reaching. According to the same \"},{\"_key\":\"7b48d7a6ca7c\",\"_type\":\"span\",\"marks\":[\"2d3d88dbdc5f\"],\"text\":\"2025 Email Benchmarking Report\"},{\"_key\":\"b592cfce991e\",\"_type\":\"span\",\"marks\":[],\"text\":\", B2B emails average around 37.4%, while B2C messages sit closer to 40%. Consumer audiences often engage more frequently with brands they’ve chosen to hear from, especially in sectors like retail and travel.\"}],\"markDefs\":[{\"_key\":\"2d3d88dbdc5f\",\"_type\":\"link\",\"href\":\"https://dma.org.uk/research/email-benchmarking-report-2025\"}],\"style\":\"normal\"},{\"_key\":\"990de6fb0540\",\"_type\":\"block\",\"children\":[{\"_key\":\"be4ff948674c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Average email open rate and industry benchmarks\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"28032a5bd387\",\"_type\":\"block\",\"children\":[{\"_key\":\"3c262a510f5c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Industry context matters. Some sectors naturally see higher engagement because messages are more relevant or time-sensitive, while others face tougher competition in crowded inboxes. These are the \"},{\"_key\":\"8dada3bc6f90\",\"_type\":\"span\",\"marks\":[\"98592e4644ac\"],\"text\":\"average email open rates across different industries\"},{\"_key\":\"6bf1cc796bd8\",\"_type\":\"span\",\"marks\":[],\"text\":\":\"}],\"markDefs\":[{\"_key\":\"98592e4644ac\",\"_type\":\"link\",\"href\":\"https://dma.org.uk/research/email-benchmarking-report-2025\"}],\"style\":\"normal\"},{\"_key\":\"8658312bb8f0\",\"_type\":\"richImage\",\"alt\":\"Bar chart showing percentages by industry: Finance 33.7%, Not-for-profit 34.9%, Utilities 52.4%, Publishing 32.9%, Retail 38.2%, Travel 32.8%, Other industries 36.3%.\",\"asset\":{\"_ref\":\"image-e026bf51d5b4415ec4a44c60f61b26e232bb45b6-1200x600-jpg\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"d8700cc20adc\",\"_type\":\"block\",\"children\":[{\"_key\":\"80973d3ab6f5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Comparing performance against your own historical data—rather than a broad average—will always give the clearest picture of progress.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0aab6945b59a\",\"_type\":\"block\",\"children\":[{\"_key\":\"9419a7168dbe\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email continues to deliver strong engagement results. People who receive brand emails are \"},{\"_key\":\"557dfe9a5e5a\",\"_type\":\"span\",\"marks\":[\"115a5cc5c636\"],\"text\":\"89% more likely to make a purchase\"},{\"_key\":\"9d4b3f6b8ff5\",\"_type\":\"span\",\"marks\":[],\"text\":\" than those reached only through other channels. Improving open rates helps more customers see your message and act on it.\"}],\"markDefs\":[{\"_key\":\"115a5cc5c636\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/why-email-marketing-is-important-for-your-cross-channel-strategy\"}],\"style\":\"normal\"},{\"_key\":\"1f6c11311451\",\"_type\":\"block\",\"children\":[{\"_key\":\"310ba15c5008\",\"_type\":\"span\",\"marks\":[],\"text\":\"How open rate compares with CTR and CTOR\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"718dc3f80e23\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6366b05809a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Open rate tracks how many people view your email. Click-through rate (CTR) measures how many recipients click a link out of all deliveries, while click-to-open rate (CTOR) focuses on how many click after opening. Together, they give a more complete picture of engagement: open rate shows attention, CTR measures reach, and CTOR reflects how effectively the content drives action once opened.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ea5cbd6622f3\",\"_type\":\"anchor\",\"anchorId\":\"performance\"},{\"_key\":\"f810b337cc84\",\"_type\":\"block\",\"children\":[{\"_key\":\"8b1b5fba72d3\",\"_type\":\"span\",\"marks\":[],\"text\":\"What affects email open rate performance?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"2a224d2eb6c4\",\"_type\":\"block\",\"children\":[{\"_key\":\"becf73cd76f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Open rate might look like a straightforward metric, but the reality behind it is far more complex. From tracking limitations to shifting user privacy standards, several factors can distort how open rates are recorded—and how they should be interpreted.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e1766636d2d4\",\"_type\":\"block\",\"children\":[{\"_key\":\"35989a5fe330\",\"_type\":\"span\",\"marks\":[],\"text\":\"The limits of tracking accuracy\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3962b0b79c73\",\"_type\":\"block\",\"children\":[{\"_key\":\"921f84bf71ed\",\"_type\":\"span\",\"marks\":[],\"text\":\"An open is only recorded when the tracking pixel in an email loads successfully. If a user blocks images, reads in preview mode, or receives plain-text emails, that open isn’t captured. Many corporate systems and personal security tools now block or remove tracking pixels altogether, meaning even highly engaged subscribers might never register as “opens.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"69445c57641d\",\"_type\":\"block\",\"children\":[{\"_key\":\"c7b5ae51a5ce\",\"_type\":\"span\",\"marks\":[],\"text\":\"This creates a wide margin for error. Opens can be missed when tracking is blocked, or overcounted when privacy tools generate false opens through proxy servers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9732ee6d4591\",\"_type\":\"block\",\"children\":[{\"_key\":\"152c2216d7cf\",\"_type\":\"span\",\"marks\":[],\"text\":\"Privacy and policy changes\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7cedd79439f0\",\"_type\":\"block\",\"children\":[{\"_key\":\"3ca57de6c31b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Apple’s Mail Privacy Protection (MPP) dramatically changed how marketers read open rates. By routing emails through Apple’s servers, MPP obscures individual user data and can inflate open numbers artificially. This can make your open rates look healthy on the surface but it doesn’t reflect true engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3e197257446a\",\"_type\":\"block\",\"children\":[{\"_key\":\"ad08ba128cb9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Other mailbox providers are moving in similar directions, further blurring the line between real and reported opens. These changes protect users, but they make open rate data harder to rely on in isolation.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"73fefb88cd41\",\"_type\":\"block\",\"children\":[{\"_key\":\"6798a7ac7960\",\"_type\":\"span\",\"marks\":[],\"text\":\"Context and comparison\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e97831f9857f\",\"_type\":\"block\",\"children\":[{\"_key\":\"72a78169be1d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Because of these inconsistencies, open rate should be viewed as a directional indicator—not an absolute measure of success. Benchmarks can offer useful context, but they shouldn’t be treated as a rule.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"51aa1674c6f2\",\"_type\":\"block\",\"children\":[{\"_key\":\"080d40f0d2f9\",\"_type\":\"span\",\"marks\":[],\"text\":\"A “good” open rate for one brand may be unachievable for another, even within the same industry. Factors like audience size, send frequency, content type, and \"},{\"_key\":\"7a3992786731\",\"_type\":\"span\",\"marks\":[\"70a31e0f53e2\"],\"text\":\"deliverability\"},{\"_key\":\"171ce644a8d2\",\"_type\":\"span\",\"marks\":[],\"text\":\" all shift the numbers. Comparing against your own historical performance gives the clearest picture of how engagement is trending.\"}],\"markDefs\":[{\"_key\":\"70a31e0f53e2\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/email-subdomains\"}],\"style\":\"normal\"},{\"_key\":\"d9dba922bc07\",\"_type\":\"block\",\"children\":[{\"_key\":\"bb5868dc25d6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Why averages can mislead\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"049bdb2fa32a\",\"_type\":\"block\",\"children\":[{\"_key\":\"52dc00b91832\",\"_type\":\"span\",\"marks\":[],\"text\":\"Industry averages often mask the nuances behind each campaign. A small niche retailer with a loyal subscriber base may naturally outperform a large enterprise sending millions of promotional emails. Conversely, a high open rate might be inflated by MPP or bot activity, creating a false sense of success.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4cdf49fca8ec\",\"_type\":\"block\",\"children\":[{\"_key\":\"ed4bb25de462\",\"_type\":\"span\",\"marks\":[],\"text\":\"Rather than chasing a universal benchmark, it’s more effective to look at how your open rates move over time—and in relation to other metrics such as click-through rate (CTR), click-to-open rate (CTOR), and conversions. Together, these provide a more accurate view of audience engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"25acdd549b5d\",\"_type\":\"anchor\",\"anchorId\":\"improve\"},{\"_key\":\"f6cb85c2103a\",\"_type\":\"block\",\"children\":[{\"_key\":\"1da27ae457d5\",\"_type\":\"span\",\"marks\":[],\"text\":\"How to improve email open rates\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b67327a40dcd\",\"_type\":\"block\",\"children\":[{\"_key\":\"9db85da7d918\",\"_type\":\"span\",\"marks\":[],\"text\":\"Strong open rates come from a mix of strategy, consistency, and smart use of data. Every element—from the subject line to email content, to send time—plays a part in whether your message gets noticed.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"87f2bd2090ea\",\"_type\":\"block\",\"children\":[{\"_key\":\"17d2dc8bdedf\",\"_type\":\"span\",\"marks\":[],\"text\":\"The tactics below outline practical, evidence-based ways to increase open rates, improve engagement, and drive more successful email marketing results.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c8619b31d52d\",\"_type\":\"block\",\"children\":[{\"_key\":\"b867034e03e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"For brands using automation and AI, customer engagement platforms like Braze can take these improvements further by personalizing timing, content, and delivery at scale.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bea97927dbcf\",\"_type\":\"block\",\"children\":[{\"_key\":\"cb3bf20d75ed\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Write compelling subject lines and preview text\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"5ecc2317d0c5\",\"_type\":\"block\",\"children\":[{\"_key\":\"e4f0ff10ddca\",\"_type\":\"span\",\"marks\":[],\"text\":\"Aim for clear, specific benefits in 40-60 characters; avoid spammy words, using ALL CAPS, and excessive punctuation.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e25f4b332dc0\",\"_type\":\"block\",\"children\":[{\"_key\":\"7bc9aec8862a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use the preview text to complete the message, not repeat it—treat it like a second headline.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5d72ae9d99a6\",\"_type\":\"block\",\"children\":[{\"_key\":\"aaab89bad714\",\"_type\":\"span\",\"marks\":[],\"text\":\"Test curiosity vs. clarity, single-minded offers vs. informational updates, and include concrete numbers when relevant.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"19f8161cefd3\",\"_type\":\"block\",\"children\":[{\"_key\":\"bdbfbf8b0856\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Test sender names and addresses\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"83d306512f88\",\"_type\":\"block\",\"children\":[{\"_key\":\"a9c7ffc2fde2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Trial brand name vs. person + brand (e.g., “Jane at Company”) and keep the winning format consistent.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b8d281745850\",\"_type\":\"block\",\"children\":[{\"_key\":\"9807f0bb5332\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use a recognizable From address (not “no-reply”) and map replies to a monitored inbox.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"764c60443f32\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6d1ce95bc33\",\"_type\":\"span\",\"marks\":[],\"text\":\"Track performance by audience segment and lifecycle stage; different groups may respond to different sender styles.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d33723191a50\",\"_type\":\"block\",\"children\":[{\"_key\":\"fb47424eb4bc\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Optimize send time for your audience\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"aa0df1d1a7d6\",\"_type\":\"block\",\"children\":[{\"_key\":\"9d38cb173bb6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Start with historical engagement data by day and hour, then run controlled tests to learn when to send emails for each audience segment.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a9bb6d26c6f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"8552e3489939\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use \"},{\"_key\":\"56d653d5158b\",\"_type\":\"span\",\"marks\":[\"b3963d287e4b\"],\"text\":\"send-time optimization\"},{\"_key\":\"b891cbf9c741\",\"_type\":\"span\",\"marks\":[],\"text\":\" tools to individualize delivery windows at scale.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"b3963d287e4b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/ai-marketing-automation\"}],\"style\":\"normal\"},{\"_key\":\"5df64357adbc\",\"_type\":\"block\",\"children\":[{\"_key\":\"e2eeee804e38\",\"_type\":\"span\",\"marks\":[],\"text\":\"Revisit timing after major seasonality shifts or list growth spurts.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d52f5bf941a4\",\"_type\":\"block\",\"children\":[{\"_key\":\"d0ea6963e217\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Segment your list for more relevant content\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0498c064df04\",\"_type\":\"block\",\"children\":[{\"_key\":\"947539f39ceb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Build segments around email subscribers’ behavior (last purchase, last click), lifecycle (new, active, lapsing), and preference (topics, frequency).\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a0c3522b8247\",\"_type\":\"block\",\"children\":[{\"_key\":\"85a67898b3f8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tailor offers and messaging by segment so each group sees content that matches intent.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0d757a171172\",\"_type\":\"block\",\"children\":[{\"_key\":\"0b92fd4bd35b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Keep segments fresh with rolling windows (e.g., last 30/60/90 days of activity).\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"26b7c2f93471\",\"_type\":\"block\",\"children\":[{\"_key\":\"ac9024067b78\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Re-engage or remove inactive subscribers\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6a5a5f78cde2\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b56108e7fe7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Create a short win-back series with a clear value proposition, then a final “stay or go” message.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4b6552238ec4\",\"_type\":\"block\",\"children\":[{\"_key\":\"79330ff15d43\",\"_type\":\"span\",\"marks\":[],\"text\":\"Define inactivity (e.g., 0 opens/clicks in 90-180 days) and apply a sunset policy to protect deliverability.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ff495a27fd8e\",\"_type\":\"block\",\"children\":[{\"_key\":\"d537175f6ab6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Offer a frequency or topic downgrade before removing contacts.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"843725228ced\",\"_type\":\"block\",\"children\":[{\"_key\":\"9b9d3c5fa578\",\"_type\":\"span\",\"marks\":[],\"text\":\"6. Strengthen deliverability and sender reputation\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"28500be8ea5b\",\"_type\":\"block\",\"children\":[{\"_key\":\"2623e28b8b80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Authenticate your domain (SPF, DKIM, DMARC) and send from a verified email address associated with your brand.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1237c1a62b6e\",\"_type\":\"block\",\"children\":[{\"_key\":\"b275b020c101\",\"_type\":\"span\",\"marks\":[],\"text\":\"Warm new IPs/domains gradually; avoid sudden volume spikes.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e5ac54235f6e\",\"_type\":\"block\",\"children\":[{\"_key\":\"9ae935aa37cc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Monitor \"},{\"_key\":\"5e87b82d3562\",\"_type\":\"span\",\"marks\":[\"bffd1d977294\"],\"text\":\"hard bounces\"},{\"_key\":\"28de2a0bc0c0\",\"_type\":\"span\",\"marks\":[],\"text\":\", spam complaints, and blocklists; fix list sources that drive problems.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"bffd1d977294\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/hard-bounce-vs-soft-bounce\"}],\"style\":\"normal\"},{\"_key\":\"191c4c8a46fe\",\"_type\":\"block\",\"children\":[{\"_key\":\"fa521ea52e63\",\"_type\":\"span\",\"marks\":[],\"text\":\"7. Design emails for mobile users\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7f812496329e\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a087ed1da21\",\"_type\":\"span\",\"marks\":[],\"text\":\"Keep subject lines and preheaders scannable on small screens; front-load key info.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"55ebfe9ef22c\",\"_type\":\"block\",\"children\":[{\"_key\":\"c1c4989a21ed\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use a responsive template, tappable buttons, and concise copy; compress images.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d1c025de4f86\",\"_type\":\"block\",\"children\":[{\"_key\":\"85f58bfe20d3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Place the primary CTA high, repeat once for longer messages.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b679f1f1f14a\",\"_type\":\"block\",\"children\":[{\"_key\":\"67a1afcbec72\",\"_type\":\"span\",\"marks\":[],\"text\":\"8. Personalize messaging and dynamic content\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1775482bfd4a\",\"_type\":\"block\",\"children\":[{\"_key\":\"10219af6f236\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use \"},{\"_key\":\"e5cefc9ef23e\",\"_type\":\"span\",\"marks\":[\"22e7aedd2ff6\"],\"text\":\"first-party data\"},{\"_key\":\"29f48c786604\",\"_type\":\"span\",\"marks\":[],\"text\":\" (behavior, preferences, location) to tailor subject lines and modules.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"22e7aedd2ff6\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/first-party-data\"}],\"style\":\"normal\"},{\"_key\":\"55a3471c26bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"cdd7b8f5bde2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Swap in dynamic blocks—offers, recommendations, or content—based on recent activity.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ab160d6df75e\",\"_type\":\"block\",\"children\":[{\"_key\":\"f1c82bbdd8b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Start simple (category interest, last browse) and expand as data quality improves.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a8e974f673e3\",\"_type\":\"block\",\"children\":[{\"_key\":\"02bde0742f36\",\"_type\":\"span\",\"marks\":[],\"text\":\"9. A/B test and experiment continuously\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"18126b29503d\",\"_type\":\"block\",\"children\":[{\"_key\":\"f24aeb394b26\",\"_type\":\"span\",\"marks\":[],\"text\":\"Test one variable at a time (subject line, sender name, send time) and run to a clear stop.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9badb5b7d2dd\",\"_type\":\"block\",\"children\":[{\"_key\":\"cb216a1b302f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use statistically sound samples; don’t pick winners too early, especially with smaller lists.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d7582b05b9c7\",\"_type\":\"block\",\"children\":[{\"_key\":\"030b92fc3570\",\"_type\":\"span\",\"marks\":[],\"text\":\"Roll winners into your defaults, then iterate again on a regular cadence.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9054003b544b\",\"_type\":\"block\",\"children\":[{\"_key\":\"0a52654aafe5\",\"_type\":\"span\",\"marks\":[],\"text\":\"10. Track engagement beyond open rates\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"48271a058ac1\",\"_type\":\"block\",\"children\":[{\"_key\":\"8980809bbf4c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pair opens with CTR, CTOR, conversions, revenue per send, unsubscribe, and complaint rate.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8629ca493dd8\",\"_type\":\"block\",\"children\":[{\"_key\":\"0fa9a7069765\",\"_type\":\"span\",\"marks\":[],\"text\":\"Watch non-open rate trends to gauge reach in the era of privacy features.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a08d476d99e7\",\"_type\":\"block\",\"children\":[{\"_key\":\"6d25a99afdb8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Look at how different customer groups engage with your emails over time, not just how one send performs, to understand the bigger impact on retention and conversion.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c137497875b2\",\"_type\":\"anchor\",\"anchorId\":\"examples\"},{\"_key\":\"68f1e2af2c24\",\"_type\":\"block\",\"children\":[{\"_key\":\"f3df019ce68f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Real-world examples: How brands improve open rates with Braze\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"d142ecfed4ba\",\"_type\":\"block\",\"children\":[{\"_key\":\"2e12242aab66\",\"_type\":\"span\",\"marks\":[],\"text\":\"Across industries, brands use Braze to reach customers with timely, relevant, and personalized messages that drive stronger engagement. From fitness communities to travel platforms, these examples show how brands used Braze to improve open rates.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e8250cef63c8\",\"_type\":\"block\",\"children\":[{\"_key\":\"e1e9986fee58\",\"_type\":\"span\",\"marks\":[],\"text\":\"PureGym strengthens community connections through timely, targeted emails\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"2b88b2bcaa05\",\"_type\":\"block\",\"children\":[{\"_key\":\"8aaaa231f522\",\"_type\":\"span\",\"marks\":[],\"text\":\"With more than a million members and a strong sense of community, \"},{\"_key\":\"2aee99203f46\",\"_type\":\"span\",\"marks\":[\"ee437b2719d6\"],\"text\":\"PureGym\"},{\"_key\":\"726974fe725a\",\"_type\":\"span\",\"marks\":[],\"text\":\" needed a better way to keep people informed about local gym updates. Working with Braze and ConsultMyApp, the brand built an automated, data-driven email system that delivered the right messages at the right time—boosting engagement and satisfaction across its nationwide network.\"}],\"markDefs\":[{\"_key\":\"ee437b2719d6\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/puregym-case-study-braze-api\"}],\"style\":\"normal\"},{\"_key\":\"45551c6c1505\",\"_type\":\"block\",\"children\":[{\"_key\":\"bea0a6a37c06\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The challenge\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"d38c341b7e4d\",\"_type\":\"block\",\"children\":[{\"_key\":\"c60c986bee74\",\"_type\":\"span\",\"marks\":[],\"text\":\"PureGym, the UK’s largest gym chain, wanted to maintain its community-first “Everybody Welcome” ethos while communicating key updates—like gym closures, refurbishments, or class changes—to over a million members. Manual scheduling and location-based filtering made it difficult to send accurate, timely updates at scale.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b511949eb861\",\"_type\":\"richImage\",\"alt\":\"Two browser windows display a gym communication manager interface on the left and a \\\"Temporary Gym Closure\\\" email preview on the right.\",\"asset\":{\"_ref\":\"image-64cd7d73a803868f417207bcb934b2b195edd920-1200x760-jpg\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"6ca499dc077f\",\"_type\":\"block\",\"children\":[{\"_key\":\"0fd5c0e8f6cb\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The strategy\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"e6558b86b1e4\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e7501cf26f9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Working with Braze and ConsultMyApp, PureGym built the Gym Communications Manager (GCM), a centralized system powered by API-triggered campaigns and dynamic segmentation. This setup allowed the team to send responsive, location-specific messages to members based on gym activity, gender, and engagement patterns—all without manual coordination.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ce296bd30245\",\"_type\":\"block\",\"children\":[{\"_key\":\"01dd268075a6\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The results\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"aeecae7ce797\",\"_type\":\"block\",\"children\":[{\"_key\":\"40c48eba953e\",\"_type\":\"span\",\"marks\":[],\"text\":\"PureGym saw measurable improvements in both efficiency and engagement:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"121d88cfebd8\",\"_type\":\"block\",\"children\":[{\"_key\":\"87c671b9dae1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"55% email open rate\"},{\"_key\":\"ca2f867432ce\",\"_type\":\"span\",\"marks\":[],\"text\":\", well above industry benchmarks\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9e35e3479998\",\"_type\":\"block\",\"children\":[{\"_key\":\"2544cafcf578\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"129,635 members reached\"},{\"_key\":\"0b69454d5e45\",\"_type\":\"span\",\"marks\":[],\"text\":\" with relevant, location-specific updates\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a6fa3918bf4f\",\"_type\":\"block\",\"children\":[{\"_key\":\"6d7901c10ec7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Faster, simpler email workflows\"},{\"_key\":\"01bf509c9d24\",\"_type\":\"span\",\"marks\":[],\"text\":\" for the CRM and customer service teams\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d77e75ab2d1c\",\"_type\":\"block\",\"children\":[{\"_key\":\"0e91a0873ad4\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"More consistent communication\"},{\"_key\":\"c279303b4cee\",\"_type\":\"span\",\"marks\":[],\"text\":\", strengthening trust and community across gyms\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4804744999c0\",\"_type\":\"block\",\"children\":[{\"_key\":\"b462c56978e6\",\"_type\":\"span\",\"marks\":[],\"text\":\"BlaBlaCar tests sender names to lift opens across markets\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"70adf2548295\",\"_type\":\"block\",\"children\":[{\"_key\":\"1b10a35887f4\",\"_type\":\"span\",\"marks\":[],\"text\":\"To improve the effectiveness of its global email marketing, \"},{\"_key\":\"9d1dd33be0fe\",\"_type\":\"span\",\"marks\":[\"60f05fec403c\"],\"text\":\"BlaBlaCar\"},{\"_key\":\"7702da5afcc5\",\"_type\":\"span\",\"marks\":[],\"text\":\" set out to test whether a simple change—the sender name—could impact engagement. With Braze Canvas, the team ran structured experiments that proved personalization starts before the email is even opened.\"}],\"markDefs\":[{\"_key\":\"60f05fec403c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/blablacar-case-study\"}],\"style\":\"normal\"},{\"_key\":\"db7de5c0f208\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a940ebcedac\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The challenge\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"784d271ace77\",\"_type\":\"block\",\"children\":[{\"_key\":\"57eecb0a41f1\",\"_type\":\"span\",\"marks\":[],\"text\":\"BlaBlaCar wanted to improve open rates and validate whether changing the sender name could make their emails more personal and effective across their global audience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"327c5e5b80b6\",\"_type\":\"richImage\",\"alt\":\"Table comparing email marketing open rates in Russia and France for different sender names (company, feminine, masculine), showing higher rates for personal names.\",\"asset\":{\"_ref\":\"image-56a9136be38b6829967d4a01d125a820bd89ae62-1200x600-jpg\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"e92fbcb3e3e6\",\"_type\":\"block\",\"children\":[{\"_key\":\"4cebd9dfc16c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The strategy\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"278a8637fc07\",\"_type\":\"block\",\"children\":[{\"_key\":\"50674973a10a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Using Braze Canvas, the team ran A/B tests across France and Russia, comparing brand-only sender names to first-name variants, and evaluating the impact of name popularity and gender perception. 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Each meeting began with a bow and the deliberate presentation of cards; a shared acknowledgment of identity and presence before any discussion of business or technology.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"642846773b30\",\"_type\":\"block\",\"children\":[{\"_key\":\"713080b40efe\",\"_type\":\"span\",\"marks\":[],\"text\":\"That same thoughtfulness carried through every customer conversation that followed. Instead of asking \"},{\"_key\":\"ceec79a4712c\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"“\"},{\"_key\":\"e8b7e08a5750\",\"_type\":\"span\",\"marks\":[],\"text\":\"What’s the ROI?” or “How does this increase lifetime revenue?”, it was “How does this build trust with my customer?” and “How does this make their life better?”. It’s a necessary reminder that in many parts of the world, data isn’t gathered to monetize a need, it’s gathered to anticipate it, to serve it, and to earn trust.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c80694f456ee\",\"_type\":\"block\",\"children\":[{\"_key\":\"29766a082ff0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Contrast this with the United States, where the marketing playbook can often feel like a hall of mirrors: Optimization within optimization. We’ve gotten very good at acquisition, but it's a costly revolving door. Customers arrive only to leave just as quickly, and as Harvard Business Review notes, acquiring them is \"},{\"_key\":\"a5bf126765ac\",\"_type\":\"span\",\"marks\":[\"bdffd8acfbbb\",\"strong\"],\"text\":\"5 to 25 times\"},{\"_key\":\"b218afe1059f\",\"_type\":\"span\",\"marks\":[],\"text\":\" more expensive than retention.\"}],\"markDefs\":[{\"_key\":\"bdffd8acfbbb\",\"_type\":\"link\",\"href\":\"https://hbr.org/2014/10/the-value-of-keeping-the-right-customers?page_id=13427\"}],\"style\":\"normal\"},{\"_key\":\"31eb9fefcb0f\",\"_type\":\"block\",\"children\":[{\"_key\":\"8347ba956e74\",\"_type\":\"span\",\"marks\":[],\"text\":\"In our race for short-term gains, we’ve lost the long-term art of loyalty. We’ve traded thoughtfulness for immediacy. Omotenashi reminds us that\"},{\"_key\":\"07b754a5201e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" \"},{\"_key\":\"b08bfe9e85d9\",\"_type\":\"span\",\"marks\":[],\"text\":\"true enduring loyalty isn’t bought with discounts. It’s earned with care.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bde1921e7210\",\"_type\":\"block\",\"children\":[{\"_key\":\"f2758ac9a2e6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze: A platform built for Omotenashi\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"c1583db80e16\",\"_type\":\"block\",\"children\":[{\"_key\":\"829675ef02d9\",\"_type\":\"span\",\"marks\":[],\"text\":\"When I first joined Braze, it wasn’t just another engagement platform to me. I had spent 4.5 years working for a partner technology, integrating with every major messaging and CRM system in the market. I saw firsthand how many platforms prioritized business needs over customer needs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"62fb4cda6c1d\",\"_type\":\"block\",\"children\":[{\"_key\":\"c8154c079655\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze was different. It placed the customer at the center. It enabled brands to anticipate needs, not just react to them. It made loyalty possible not through manipulation, but through relevance, value, and timing.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5e5eec3421cd\",\"_type\":\"block\",\"children\":[{\"_key\":\"7fd55c8021d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s no wonder Japan loves Braze: Braze was built for digital omotenashi. But digital Omotenashi doesn’t happen by accident. It requires more than good intentions, it demands infrastructure built for empathy at scale. Braze was architected for Digital Omotenashi around three core pillars:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4dfccf590b1e\",\"_type\":\"block\",\"children\":[{\"_key\":\"bc7b90e2bfe4\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Context: \"},{\"_key\":\"37dd077dbb63\",\"_type\":\"span\",\"marks\":[],\"text\":\"Flexible real-time data integration and a person-centric data model that allow you to listen to customer’s digital body language as it happens, not in batches, not hours later.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"043ad6962d64\",\"_type\":\"block\",\"children\":[{\"_key\":\"a9ee3929fe28\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Intelligence: \"},{\"_key\":\"b99a2d091d0d\",\"_type\":\"span\",\"marks\":[],\"text\":\"AI tools that are integrated through every layer and channel in the Braze stack empowering you to connect the omotenashi principle of anticipation directly to the power of AI\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"553d48c1177f\",\"_type\":\"block\",\"children\":[{\"_key\":\"5750edc0a101\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Interaction \"},{\"_key\":\"dece15920899\",\"_type\":\"span\",\"marks\":[],\"text\":\"Single native cross-channel platform built on real-time streaming architecture means that messaging, journeys, preferences, and reporting work in unison, not in silos. Braze is committed to continuous innovation with the latest emerging channels and messaging platforms\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9a8f85d49e6d\",\"_type\":\"block\",\"children\":[{\"_key\":\"ea6f3d8c67a3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Without which omotenashi remains a philosophy. With them, it becomes practice. So what does that look like in action? To illustrate these three pillars, let's follow the journey of a fictional customer, Anna, a frequent traveler and self-proclaimed \\\"foodie.\\\" She has just booked a trip to Tokyo with a premium travel brand that uses Braze. For this brand, her journey isn't just a transaction—it's an opportunity to provide seamless, thoughtful care from the moment she lands. We'll see how context, intelligence, and interaction transform her experience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1a8d1605f6e5\",\"_type\":\"richImage\",\"alt\":\"A group of seven people smiling and giving thumbs up while sitting around a table with a hot pot at a restaurant.\",\"asset\":{\"_ref\":\"image-b9803354324b14a82199d271531f60dadd2949bb-2400x1600-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"5aeca9c6e6e8\",\"_type\":\"block\",\"children\":[{\"_key\":\"2ab326e4794e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Part 1: The foundation (context)\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"99f578102a1f\",\"_type\":\"block\",\"children\":[{\"_key\":\"d263b64d2f77\",\"_type\":\"span\",\"marks\":[],\"text\":\"True \"},{\"_key\":\"7e011de9ca75\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Omotenashi\"},{\"_key\":\"ffd361b8e4db\",\"_type\":\"span\",\"marks\":[],\"text\":\" begins with listening. It’s the art of understanding a guest's needs, spoken and unspoken, by observing their digital body language. This is \"},{\"_key\":\"1d03b1d04428\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"context\"},{\"_key\":\"f597ae55b657\",\"_type\":\"span\",\"marks\":[],\"text\":\". It requires a \"},{\"_key\":\"1b3539d07c59\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"flexible, real-time data platform\"},{\"_key\":\"364cfdd2de75\",\"_type\":\"span\",\"marks\":[],\"text\":\" that can unify app behavior, profile data, location, and third-party APIs not hours later, but in the exact moment of need.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a9c5e3ad36ce\",\"_type\":\"block\",\"children\":[{\"_key\":\"dc82686c7fc4\",\"_type\":\"span\",\"marks\":[],\"text\":\"The omotenashi moment: The reassuring arrival\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3ad1e26bd107\",\"_type\":\"block\",\"children\":[{\"_key\":\"aa7cdacb748e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Anna’s flight has just landed in Tokyo. The single most pressing anxiety for any traveler is: \\\"Where is my bag?\\\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d330dd5018a8\",\"_type\":\"block\",\"children\":[{\"_key\":\"0099a57f25f5\",\"_type\":\"span\",\"marks\":[],\"text\":\"The moment she turns on her phone, a \"},{\"_key\":\"3fec1167f2e1\",\"_type\":\"span\",\"marks\":[\"ee5bbf628248\"],\"text\":\"geofence\"},{\"_key\":\"a21df8d0265b\",\"_type\":\"span\",\"marks\":[],\"text\":\" detects her arrival at Narita Airport and triggers a Canvas. Instead of a generic \\\"Welcome!\\\" push, a \"},{\"_key\":\"1a7d170e0d7d\",\"_type\":\"span\",\"marks\":[\"d884deacbde3\"],\"text\":\"Live Activity\"},{\"_key\":\"68c958f75810\",\"_type\":\"span\",\"marks\":[],\"text\":\" appears on her lock screen. This isn't just a message; it's a dynamic, helpful companion.\"}],\"markDefs\":[{\"_key\":\"ee5bbf628248\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/geofence\"},{\"_key\":\"d884deacbde3\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/launch-an-ios-live-activity-with-new-push-to-start-tokens\"}],\"style\":\"normal\"},{\"_key\":\"74e3dd957071\",\"_type\":\"block\",\"children\":[{\"_key\":\"ba5c92992633\",\"_type\":\"span\",\"marks\":[],\"text\":\"Fueled by Braze, the airline's app uses her \\\"Landed\\\" status to instantly call its internal baggage claim status API via \"},{\"_key\":\"b6d2afe85103\",\"_type\":\"span\",\"marks\":[\"0e7207000467\"],\"text\":\"Connected Content\"},{\"_key\":\"8abae60c36f6\",\"_type\":\"span\",\"marks\":[],\"text\":\". The Live Activity updates in real-time as she walks from the gate:\"}],\"markDefs\":[{\"_key\":\"0e7207000467\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-connected-content\"}],\"style\":\"normal\"},{\"_key\":\"07d0ee3d8151\",\"_type\":\"block\",\"children\":[{\"_key\":\"73753e1c6309\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\\"Your bag has been unloaded from the plane.\\\"\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c5190ba51a71\",\"_type\":\"block\",\"children\":[{\"_key\":\"6eb669bcb766\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\\"Your bag is on its way to the carousel.\\\"\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"44bce4ede73b\",\"_type\":\"block\",\"children\":[{\"_key\":\"ab4445fe034f\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\\"Your bag is now at Carousel 4.\\\"\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3ff7e705990b\",\"_type\":\"block\",\"children\":[{\"_key\":\"ab3c7cef76c4\",\"_type\":\"span\",\"marks\":[],\"text\":\"This is context in practice. The brand understood her entire situation by unifying app, location, and API data. It transformed a moment of stress into one of reassurance, providing a genuine service. This deep, real-time understanding is the foundation upon which all thoughtful engagement is built.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6aaa6f5e8d11\",\"_type\":\"block\",\"children\":[{\"_key\":\"18f0697b8f0d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Part 2: The insight (intelligence)\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"3ebe8d023d1f\",\"_type\":\"block\",\"children\":[{\"_key\":\"3e9219320fe1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Anna's baggage claim experience solved her immediate anxiety. She felt cared for because the brand understood her context. But true \"},{\"_key\":\"01717c1ee65b\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"omotenashi\"},{\"_key\":\"b7a707c72ccd\",\"_type\":\"span\",\"marks\":[],\"text\":\" doesn't just solve problems, it anticipates desires. This is the second pillar: \"},{\"_key\":\"d07b9862fa8c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Intelligence\"},{\"_key\":\"0d7254f85eae\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1df29bcacf03\",\"_type\":\"block\",\"children\":[{\"_key\":\"ce92f8703b64\",\"_type\":\"span\",\"marks\":[],\"text\":\"Intelligence is the \\\"what's next?\\\" It’s the art of moving from \\\"what is happening?\\\" to \\\"what would make this moment perfect?\\\" This requires an empathetic brain that can interpret data and make creative, thoughtful decisions at scale.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8ce9ec8d11d7\",\"_type\":\"block\",\"children\":[{\"_key\":\"184448ea56e1\",\"_type\":\"span\",\"marks\":[],\"text\":\"The omotenashi moment: The perfect welcome\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0985b6650aa2\",\"_type\":\"block\",\"children\":[{\"_key\":\"eebca92e71b7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Anna is in her taxi, heading to the hotel. Her bag-tracking Live Activity has just ended. The brand has a critical opportunity to welcome her, but a generic \\\"Welcome!\\\" message is just noise. It \"},{\"_key\":\"9c3a267d3fe0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"could\"},{\"_key\":\"3383bc72e332\",\"_type\":\"span\",\"marks\":[],\"text\":\" offer her a spa discount, a room service credit, or a restaurant deal.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4bc86bf85765\",\"_type\":\"block\",\"children\":[{\"_key\":\"cefabe6029a3\",\"_type\":\"span\",\"marks\":[],\"text\":\"This is a job for the \"},{\"_key\":\"8f30d00d7538\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"BrazeAI Decisioning Studio™\"},{\"_key\":\"618a60344a44\",\"_type\":\"span\",\"marks\":[],\"text\":\". It acts as the intelligent decision-maker, weighing potential offers against the business goal of \\\"maximizing guest engagement.\\\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d870efc0eb3a\",\"_type\":\"block\",\"children\":[{\"_key\":\"481a7c587018\",\"_type\":\"span\",\"marks\":[],\"text\":\"BrazeAI Decisioning Studio analyzes Anna's unique first-party data to build a holistic view of her interests and understands her passions for unique culinary experiences. Decisioning agents also recognize she has \\\"Gold Tier\\\" status and know she is arriving late afternoon and will likely want a nice dinner after a long day of travel. Therefore, she's highly likely to engage with a cashback offer at a local restaurant than with a spa discount.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e4a01084f463\",\"_type\":\"block\",\"children\":[{\"_key\":\"667b907579c1\",\"_type\":\"span\",\"marks\":[],\"text\":\"But the \"},{\"_key\":\"f7b1968de61d\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"timing\"},{\"_key\":\"31ebb57d59ac\",\"_type\":\"span\",\"marks\":[],\"text\":\" is just as important. The system doesn't interrupt her check-in. Thirty minutes after her phone's geofence registers her at the hotel, \"},{\"_key\":\"eb931273a261\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"just\"},{\"_key\":\"01b82cb75a04\",\"_type\":\"span\",\"marks\":[],\"text\":\" as she's settling into her room and starting to think about dinner, a message arrives via \"},{\"_key\":\"1cc8c86fbb34\",\"_type\":\"span\",\"marks\":[\"f6b22ac94329\"],\"text\":\"WhatsApp\"},{\"_key\":\"f8c460d91629\",\"_type\":\"span\",\"marks\":[],\"text\":\":\"}],\"markDefs\":[{\"_key\":\"f6b22ac94329\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whatsapp-marketing\"}],\"style\":\"normal\"},{\"_key\":\"f3dcb47a8838\",\"_type\":\"block\",\"children\":[{\"_key\":\"52e926ac8903\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\\"Welcome to Tokyo, Anna. To help you explore the local food scene, here are three exclusive cashback offers for top-rated restaurants near your hotel. We hope you have a wonderful stay.\\\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d4d49e8e744a\",\"_type\":\"block\",\"children\":[{\"_key\":\"f9e85e8ceb9e\",\"_type\":\"span\",\"marks\":[],\"text\":\"This is intelligence. It wasn't a random promotion. It was a single, curated offer, selected by AI, and delivered at the perfect moment, making Anna feel like the brand truly understood her.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"850c2ef9a74b\",\"_type\":\"block\",\"children\":[{\"_key\":\"0bd22ccc91a5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Part 3: The practice (interaction)\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"166bbf6e93f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"802c090137eb\",\"_type\":\"span\",\"marks\":[],\"text\":\"If \"},{\"_key\":\"8fdb099e46a4\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"context\"},{\"_key\":\"b19a6c412640\",\"_type\":\"span\",\"marks\":[],\"text\":\" is the art of listening and \"},{\"_key\":\"3c2494b29e06\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"intelligence\"},{\"_key\":\"92ac1a9b1288\",\"_type\":\"span\",\"marks\":[],\"text\":\" is the art of anticipating, then \"},{\"_key\":\"2a782d45aee4\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"interaction\"},{\"_key\":\"970f0271f7e7\",\"_type\":\"span\",\"marks\":[],\"text\":\" is the art of responding.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"055608221b56\",\"_type\":\"block\",\"children\":[{\"_key\":\"940cb2cd0ae3\",\"_type\":\"span\",\"marks\":[],\"text\":\"This is the final pillar, where thoughtfulness becomes a two-way conversation. It’s where a brand proves it has used context and intelligence to not only craft a perfect moment, but to also show up with empathy when things go wrong.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dde41012355f\",\"_type\":\"block\",\"children\":[{\"_key\":\"d7c775f50cfb\",\"_type\":\"span\",\"marks\":[],\"text\":\"The omotenashi moment: The real-time recovery\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"f056ad6bf1ba\",\"_type\":\"block\",\"children\":[{\"_key\":\"e87621d443f2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Following the brand's recommendation, Anna goes to one of the \\\"top-rated\\\" restaurants. But the experience is a disaster. The service is slow, and the food is a disappointment.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a468440cad5b\",\"_type\":\"block\",\"children\":[{\"_key\":\"9aa03c7627e4\",\"_type\":\"span\",\"marks\":[],\"text\":\"She's frustrated. She pulls out her phone, finds the helpful WhatsApp message from earlier, and replies directly to it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6e61e280ae0d\",\"_type\":\"block\",\"children\":[{\"_key\":\"951a70f57e61\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Anna (via WhatsApp):\"},{\"_key\":\"9f5aff63a7cf\",\"_type\":\"span\",\"marks\":[],\"text\":\" \\\"This is a joke. You sent me to this restaurant and the service is awful. I've been waiting 45 minutes for a drink. This is \"},{\"_key\":\"186162c3dfad\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"not\"},{\"_key\":\"7aa06aeb4c14\",\"_type\":\"span\",\"marks\":[],\"text\":\" the 'welcome' I expected.\\\"\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2bd954e63fca\",\"_type\":\"block\",\"children\":[{\"_key\":\"3cfebc4377fe\",\"_type\":\"span\",\"marks\":[],\"text\":\"In a legacy system, this message would go into a void. But here, it triggers an intelligent Canvas built for real-time interaction.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b94e544cdf14\",\"_type\":\"block\",\"children\":[{\"_key\":\"642a00427ccc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Step 1: The AI agent assesses sentiment\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"897eac3d66b1\",\"_type\":\"block\",\"children\":[{\"_key\":\"288d3c720bb1\",\"_type\":\"span\",\"marks\":[],\"text\":\"First, her free-form text message is instantly routed to the \"},{\"_key\":\"2d49e7b8e380\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"BrazeAI Agent Console™\"},{\"_key\":\"dcf297c5067d\",\"_type\":\"span\",\"marks\":[],\"text\":\". It's not looking for keywords—it's assessing \"},{\"_key\":\"6b8a69292851\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"intent and emotion\"},{\"_key\":\"a03818f25760\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ec5285cf0af8\",\"_type\":\"block\",\"children\":[{\"_key\":\"c292d9a25aa4\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Agent Instructions:\"},{\"_key\":\"b0325648bf4d\",\"_type\":\"span\",\"marks\":[],\"text\":\" \\\"You are a customer service specialist. Analyze this feedback. Identify the core problem, the emotional sentiment, and the urgency.\\\"\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d63de41231b8\",\"_type\":\"block\",\"children\":[{\"_key\":\"483b9e24344b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Agent Output (JSON):\"},{\"_key\":\"ef6ccc100cd3\",\"_type\":\"span\",\"marks\":[],\"text\":\" In milliseconds, the agent provides its analysis:JSON:\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"247137cab8b5\",\"_type\":\"block\",\"children\":[{\"_key\":\"c8f11c5865de\",\"_type\":\"span\",\"marks\":[],\"text\":\"{\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"60e5073befd2\",\"_type\":\"block\",\"children\":[{\"_key\":\"08c795efaefa\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\\"problem_category\\\": \\\"partner_experience\\\",\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"042632e70475\",\"_type\":\"block\",\"children\":[{\"_key\":\"cfca37689c20\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\\"sentiment\\\": \\\"angry\\\",\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c596fd959544\",\"_type\":\"block\",\"children\":[{\"_key\":\"244537d5d6d2\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\\"urgency\\\": \\\"high\\\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3856a597cdab\",\"_type\":\"block\",\"children\":[{\"_key\":\"481673d88abe\",\"_type\":\"span\",\"marks\":[],\"text\":\"}\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0061d7e0567b\",\"_type\":\"block\",\"children\":[{\"_key\":\"a80d73bbc688\",\"_type\":\"span\",\"marks\":[],\"text\":\"Step 2: The Canvas routes intelligently\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"a144f865d495\",\"_type\":\"block\",\"children\":[{\"_key\":\"bd318d119719\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Canvas immediately uses this JSON output. Because the sentiment is \\\"angry\\\" and urgency is \\\"high,\\\" it \"},{\"_key\":\"8b736f352068\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"skips\"},{\"_key\":\"da7d24281ca7\",\"_type\":\"span\",\"marks\":[],\"text\":\" the standard FAQ bot and initiates an immediate human handoff.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"96773ca443ca\",\"_type\":\"block\",\"children\":[{\"_key\":\"4496d909624d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Step 3: The seamless handoff\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"e62974cee2a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"3b7546fb9ab8\",\"_type\":\"span\",\"marks\":[],\"text\":\"The system does two things simultaneously:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a589fecfcf4f\",\"_type\":\"block\",\"children\":[{\"_key\":\"2aacb57e5890\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"To Anna:\"},{\"_key\":\"97befbef14b9\",\"_type\":\"span\",\"marks\":[],\"text\":\" An automated reply is sent to her WhatsApp to reassure her: \\\"Anna, we are so sorry. This is not the experience we want for you. We are escalating this to a human agent \"},{\"_key\":\"5507a89dd859\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"right now\"},{\"_key\":\"564448f34646\",\"_type\":\"span\",\"marks\":[],\"text\":\".\\\"\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2e6713e936f9\",\"_type\":\"block\",\"children\":[{\"_key\":\"a34558ffddd9\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"To the team:\"},{\"_key\":\"f8b86f932635\",\"_type\":\"span\",\"marks\":[],\"text\":\" It creates a high-priority ticket in Zendesk, automatically attaching Anna's full profile, her loyalty status, the AI sentiment analysis, and the entire chat history.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1ba0b2eed3a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"1bfc34c4db88\",\"_type\":\"span\",\"marks\":[],\"text\":\"Step 4: The Human Touch\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"1857ff9555ba\",\"_type\":\"block\",\"children\":[{\"_key\":\"7ef42acb3871\",\"_type\":\"span\",\"marks\":[],\"text\":\"Less than 60 seconds later, a human agent (who has the \"},{\"_key\":\"895a5c7180a6\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"full context\"},{\"_key\":\"4001ae2cb399\",\"_type\":\"span\",\"marks\":[],\"text\":\") replies directly via Zendesk, which routes seamlessly back into Anna's WhatsApp chat:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3cf99b5a85ab\",\"_type\":\"block\",\"children\":[{\"_key\":\"57a96c82a137\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\\"Hi Anna, this is Ken from the travel team. I am so sorry about your experience. That is completely unacceptable, and we are removing that restaurant from our recommendations. We've just added a $50 travel credit to your account for the frustration. Your feedback is invaluable, and we will not let this happen again.\\\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c099c5d03e25\",\"_type\":\"block\",\"children\":[{\"_key\":\"a7ffbf6045e2\",\"_type\":\"span\",\"marks\":[],\"text\":\"This is true interaction. It combined the \"},{\"_key\":\"57f2d392d583\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"AI Agent's\"},{\"_key\":\"19de69e0f12f\",\"_type\":\"span\",\"marks\":[],\"text\":\" emotional intelligence with a seamless bot-to-human workflow. Anna was in control, her problem was solved in her chosen channel, and she never had to re-explain herself. The brand turned a moment of failure into a demonstration of ultimate care.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"af1278ecd6ff\",\"_type\":\"block\",\"children\":[{\"_key\":\"f5cdff4f8178\",\"_type\":\"span\",\"marks\":[],\"text\":\"Conclusion: A thoughtful future\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"d20df774b76a\",\"_type\":\"block\",\"children\":[{\"_key\":\"374371ab3847\",\"_type\":\"span\",\"marks\":[],\"text\":\"As the marketing world continues its arms race for more data, faster conversions, and tighter optimizations, we have an opportunity, maybe even a responsibility, to choose a different path.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"77b9bb5938cf\",\"_type\":\"block\",\"children\":[{\"_key\":\"86fa6731c833\",\"_type\":\"span\",\"marks\":[],\"text\":\"One rooted in thoughtfulness.One that sees customers not as KPIs, but as honored guests.One that wins not just the transaction, but the trust.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"df3abfcfecd9\",\"_type\":\"block\",\"children\":[{\"_key\":\"8bcbc049b48f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Omotenashi is the future of enduring business.And Braze is how we can build it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a817224bfb91\",\"_type\":\"block\",\"children\":[{\"_key\":\"a46a213e473d\",\"_type\":\"span\",\"marks\":[],\"text\":\"From Tokyo, with thoughtfulness.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/18fd57e9c6f555654c67a9f0bf4aabfb9fec7df0-3840x2160.png\",\"publishedDate\":\"2025-12-04T18:46:22.735Z\",\"seo\":{\"includeInLlmsTxt\":false,\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-0971f0281ef4d4ea7532bc098645ce207d0d161f-2400x1256-png\",\"_type\":\"reference\"}},\"pageTitle\":\"Designing digital omotenashi with Braze\",\"slug\":{\"_type\":\"slug\",\"current\":\"digital-omotenashi\"}},\"title\":\"Designing digital omotenashi with Braze\"},{\"_id\":\"imported-craft-6149\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"9020a79d75f7\",\"_type\":\"block\",\"children\":[{\"_key\":\"fe5160351950\",\"_type\":\"span\",\"marks\":[],\"text\":\"First-party data is information a brand collects directly from its own audiences across its owned touchpoints. That includes website and app activity, purchase history, email engagement, customer support interactions, loyalty program activity, and transaction data collected with consent.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"902b730769a5\",\"_type\":\"block\",\"children\":[{\"_key\":\"88b5a583834c\",\"_type\":\"span\",\"marks\":[],\"text\":\"For marketers, first-party data matters because customers expect personalized, consistent, real-time experiences, and those moments depend on high-quality customer data.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"218e0594381f\",\"_type\":\"block\",\"children\":[{\"_key\":\"10b40b0b1b7e\",\"_type\":\"span\",\"marks\":[],\"text\":\"As expectations rise and third-party signals fall away, first-party data can give teams a foundation for understanding customer behavior, building customer profiles, and generating audience insights they can act on.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4cf6f5378281\",\"_type\":\"block\",\"children\":[{\"_key\":\"fbbd6d2bc35a\",\"_type\":\"span\",\"marks\":[],\"text\":\"The better your first-party data, the more \"},{\"_key\":\"064f9f58427c\",\"_type\":\"span\",\"marks\":[\"d6948ffab8c9\"],\"text\":\"data agile\"},{\"_key\":\"c23bde1b9375\",\"_type\":\"span\",\"marks\":[],\"text\":\" you can be too—getting the right data into the right systems, fast enough to power relevant customer experiences across channels.\"}],\"markDefs\":[{\"_key\":\"d6948ffab8c9\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/the-right-data-where-you-need-it/\"}],\"style\":\"normal\"},{\"_key\":\"4e5dc7e263fc\",\"_type\":\"block\",\"children\":[{\"_key\":\"4761e9059751\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"TL;DR\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"09aa6f843cf8\",\"_type\":\"block\",\"children\":[{\"_key\":\"dcf0bb84f827\",\"_type\":\"span\",\"marks\":[],\"text\":\"First-party data is information collected by brands directly from their own customers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"45c70a8b0f0b\",\"_type\":\"block\",\"children\":[{\"_key\":\"0e3f3113046b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Understanding first-party data\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0a7af5cfa92d\",\"_type\":\"block\",\"children\":[{\"_key\":\"98170eae769a\",\"_type\":\"span\",\"marks\":[],\"text\":\"First-party data is information you collect directly from your audience through your own channels and touchpoints. It reflects actual customer behavior based on how people interact with your brand.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1bf3f356d717\",\"_type\":\"block\",\"children\":[{\"_key\":\"792aa0d30254\",\"_type\":\"span\",\"marks\":[],\"text\":\"You can collect first-party data from sources like:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ef72a3d9e10d\",\"_type\":\"block\",\"children\":[{\"_key\":\"ae44b5a4fdf8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Your website and mobile app\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"006b145b8560\",\"_type\":\"block\",\"children\":[{\"_key\":\"457f69f250b1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email, SMS, push, and in-app engagement\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a5107b8b6ade\",\"_type\":\"block\",\"children\":[{\"_key\":\"5250df13f0f3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Purchases, subscriptions, renewals, and returns\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7d013f8e2457\",\"_type\":\"block\",\"children\":[{\"_key\":\"34c2b6a9cd59\",\"_type\":\"span\",\"marks\":[],\"text\":\"Loyalty and membership activity\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"64acf4a12a25\",\"_type\":\"block\",\"children\":[{\"_key\":\"bad5e9960a31\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer support interactions and feedback\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"429d7693a767\",\"_type\":\"block\",\"children\":[{\"_key\":\"5e914fc2d098\",\"_type\":\"span\",\"marks\":[],\"text\":\"Account activity and opt-in status\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cff231e4e797\",\"_type\":\"block\",\"children\":[{\"_key\":\"f7722c50db57\",\"_type\":\"span\",\"marks\":[],\"text\":\"Because it's collected directly with customer consent and knowledge, first-party data is more reliable and builds trust while supporting personalization.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b39c4a296720\",\"_type\":\"block\",\"children\":[{\"_key\":\"373136903097\",\"_type\":\"span\",\"marks\":[],\"text\":\"Why is first-party data important?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"6ff2ab9fc633\",\"_type\":\"block\",\"children\":[{\"_key\":\"fbcdb88a0325\",\"_type\":\"span\",\"marks\":[\"4d8e6913c505\"],\"text\":\"First-party data\"},{\"_key\":\"3cc769ef7076\",\"_type\":\"span\",\"marks\":[],\"text\":\" is important because it gives marketers a direct line to customer behavior and preferences. Without it, teams end up filling gaps with assumptions, which can drag down engagement and make it harder to build durable customer relationships.\"}],\"markDefs\":[{\"_key\":\"4d8e6913c505\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/webinars-and-events/cxc-london-first-party-data\"}],\"style\":\"normal\"},{\"_key\":\"ece10e92a0ff\",\"_type\":\"block\",\"children\":[{\"_key\":\"054ae33cc995\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here are two reasons first-party data has become non-negotiable:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"14e5ef0bf2a5\",\"_type\":\"block\",\"children\":[{\"_key\":\"5c6169b3db4d\",\"_type\":\"span\",\"marks\":[],\"text\":\"The decline of third-party cookies and identifiers: As browsers and platforms restrict tracking, third-party signals become less dependable for audience building, attribution, and activation.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dc138d40e175\",\"_type\":\"block\",\"children\":[{\"_key\":\"382c46c364de\",\"_type\":\"span\",\"marks\":[],\"text\":\"Reliable inputs for personalization and AI: Personalization and AI rely on accurate customer profiles and audience insights. First-party data reflects real customer interactions, which supports more relevant customer experiences across channels.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"37750fbb3fb9\",\"_type\":\"block\",\"children\":[{\"_key\":\"904e6e46aba7\",\"_type\":\"span\",\"marks\":[],\"text\":\"What’s the difference between first-party data, second-party data, third-party data, and zero-party data?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"d405aa5daccd\",\"_type\":\"richImage\",\"alt\":\"Four-panel diagram defining zero-party, first-party, second-party, and third-party data.\",\"asset\":{\"_ref\":\"image-0dd731bd0acbbb95a3723036afb5915686a584f2-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"404db685b631\",\"_type\":\"block\",\"children\":[{\"_key\":\"a7a16b14c0d4\",\"_type\":\"span\",\"marks\":[],\"text\":\"These terms describe where data comes from, and how directly it’s tied to a customer relationship.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"631e5d17ba9f\",\"_type\":\"block\",\"children\":[{\"_key\":\"ed93188faea6\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"First-party data\"},{\"_key\":\"e6c4a00c86af\",\"_type\":\"span\",\"marks\":[],\"text\":\" is collected by your brand through your own channels and direct interactions. It reflects how people engage with your experiences, and it can include behavioral, transactional, and engagement data tied to known or anonymous users.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c8829b423369\",\"_type\":\"block\",\"children\":[{\"_key\":\"869e9e9b5318\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Second-party data\"},{\"_key\":\"75207afb65b4\",\"_type\":\"span\",\"marks\":[],\"text\":\" is someone else’s first-party data that you access through a direct partnership. For example, a publisher may share audience segments with an advertiser, or a brand may share data with a retail partner as part of a co-marketing agreement.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c106bb5c798b\",\"_type\":\"block\",\"children\":[{\"_key\":\"14e1b91c4570\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Third-party data \"},{\"_key\":\"5f6fa657b074\",\"_type\":\"span\",\"marks\":[],\"text\":\"is aggregated by an external provider from multiple sources, then sold or licensed. Because it’s collected indirectly, it’s often less transparent, harder to validate, and less durable as rules and platform changes limit tracking.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e2e785059a23\",\"_type\":\"block\",\"children\":[{\"_key\":\"b9977a40df8f\",\"_type\":\"span\",\"marks\":[\"ffd201c3ea62\",\"strong\"],\"text\":\"Zero-party data\"},{\"_key\":\"ae908bace8bd\",\"_type\":\"span\",\"marks\":[],\"text\":\" is information a customer intentionally shares, like preferences, product interests, or goals. It's typically captured through preference centers, quizzes, surveys, and interactive experiences where the value exchange is explicit.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"ffd201c3ea62\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/what-is-zero-party-data\"}],\"style\":\"normal\"},{\"_key\":\"a86a809c8d75\",\"_type\":\"block\",\"children\":[{\"_key\":\"6cd04ee56d1d\",\"_type\":\"span\",\"marks\":[],\"text\":\"First-party data is the most durable category because it comes from direct engagement and can be collected with clear consent and stronger governance.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"536ef0abef7e\",\"_type\":\"block\",\"children\":[{\"_key\":\"b050c605c7d3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Benefits of first-party data\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"7dfac9c5c32d\",\"_type\":\"block\",\"children\":[{\"_key\":\"334a09270974\",\"_type\":\"span\",\"marks\":[],\"text\":\"First-party data offers several key benefits that can significantly improve your marketing efforts:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cf005516774c\",\"_type\":\"block\",\"children\":[{\"_key\":\"cb3763bf7716\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. More relevant customer engagement\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"c3a16c7b3bbf\",\"_type\":\"block\",\"children\":[{\"_key\":\"42dbb65a49d3\",\"_type\":\"span\",\"marks\":[],\"text\":\"First-party data comes from direct interactions with your brand, making it more reliable than aggregated or inferred data. You can segment audiences with precision, identify high-value customers, and understand preferences based on actions rather than assumptions. A streaming service suggests unwatched content based on viewing history. An eCommerce store surfaces products that complement past purchases. This relevance increases click-through rates, conversions, and customer satisfaction.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a64d19ec4d34\",\"_type\":\"block\",\"children\":[{\"_key\":\"d3aa19972b0a\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Better marketing efficiency\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"e76f3207ad61\",\"_type\":\"block\",\"children\":[{\"_key\":\"0da8011a72aa\",\"_type\":\"span\",\"marks\":[],\"text\":\"Identify which channels and campaigns generate actual results by tracking performance against customer behavior. Shift budget toward tactics that drive conversions, suppress audiences who've already purchased, and stop investing in strategies that don't deliver measurable returns. First-party data helps you build and refresh audiences using real-time engagement signals, reducing wasted spend on paid media and improving overall ROI.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"55c2a3f2c7e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"4d4c5f049194\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Stronger customer trust and retention\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"ed2b48f411b9\",\"_type\":\"block\",\"children\":[{\"_key\":\"b95b8ae86c95\",\"_type\":\"span\",\"marks\":[],\"text\":\"When collection is transparent and customers see the value—faster checkouts, better recommendations, fewer irrelevant messages—they're more willing to engage. This foundation of trust strengthens relationships, reduces churn, and increases lifetime value. Brands that prioritize transparency in their data practices report stronger customer retention and higher lifetime value.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3d2d3affb4e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"9436ad382c78\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Clearer attribution and optimization\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"f6d2e69775ee\",\"_type\":\"block\",\"children\":[{\"_key\":\"e7ec8080d4b6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Track customer journeys using data you control. Understand which touchpoints influence decisions, measure campaign impact accurately, and optimize based on verified outcomes rather than estimated attribution. Activate data in real time to send timely messages—abandoned cart reminders within minutes, welcome series triggered immediately after sign-up, or re-engagement campaigns based on recent inactivity. This responsiveness creates momentum and keeps customers moving forward.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"50a39cbfb8d1\",\"_type\":\"block\",\"children\":[{\"_key\":\"ea25764c41b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How to collect first-party data\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"949f2b21d4e8\",\"_type\":\"block\",\"children\":[{\"_key\":\"5e73839f8920\",\"_type\":\"span\",\"marks\":[],\"text\":\"Collecting first-party data requires transparency and mutual value. When customers understand what you're collecting and how it benefits them—personalized recommendations, smoother experiences, relevant content—they share willingly. This consent-first method creates a unified approach and builds trust as well as delivering accurate data.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e57c5288ef4b\",\"_type\":\"richImage\",\"alt\":\"Data Unification graphic showing a central data import setup screen connected to various data sources and user personas.\",\"asset\":{\"_ref\":\"image-595ff2af25dfafbe4061e0dcbc29c36bb53bf535-2400x1258-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"b9e8a5ed3584\",\"_type\":\"block\",\"children\":[{\"_key\":\"fc54a5f30d92\",\"_type\":\"span\",\"marks\":[],\"text\":\"Before collecting data:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"859f4b6fc7d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"460d37d17442\",\"_type\":\"span\",\"marks\":[],\"text\":\"Regularly update and clean your database to maintain accuracy\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d3bb54fd4a17\",\"_type\":\"block\",\"children\":[{\"_key\":\"ad891ffe09a6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Obtain explicit consent and follow GDPR and CCPA requirements\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"88c378577c09\",\"_type\":\"block\",\"children\":[{\"_key\":\"78abba806493\",\"_type\":\"span\",\"marks\":[],\"text\":\"Integrate data sources through direct connections to your data warehouse and digital properties\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dded5f6f98d0\",\"_type\":\"block\",\"children\":[{\"_key\":\"d44d6fffd864\",\"_type\":\"span\",\"marks\":[],\"text\":\"Four steps of first-party data collection\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"962e7284ff9b\",\"_type\":\"block\",\"children\":[{\"_key\":\"6988c9444f51\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Your owned digital platforms\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"39ad30cfe20a\",\"_type\":\"block\",\"children\":[{\"_key\":\"bd0fe7876d9d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Your website, mobile app, and product track user behaviors like page views, click-through rates, session duration, and feature usage. This data reveals preferences and patterns that inform relevant marketing.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dba230372c62\",\"_type\":\"block\",\"children\":[{\"_key\":\"443fbb3ea731\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Direct customer interactions\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"9be7b5bb5dab\",\"_type\":\"block\",\"children\":[{\"_key\":\"2af199e76898\",\"_type\":\"span\",\"marks\":[],\"text\":\"Capture behavioral data from customer touchpoints like account creation, login frequency, feature usage, and support interactions. Track how customers engage with your emails, push notifications, and in-app messages to understand communication preferences and response patterns.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d3c066080106\",\"_type\":\"block\",\"children\":[{\"_key\":\"23261622489e\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Transaction and commerce data\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"a0f9b605fec5\",\"_type\":\"block\",\"children\":[{\"_key\":\"ee490ab5909a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Track purchase histories, order frequencies, average order values, and product returns. This behavioral data powers personalized product recommendations and targeted promotions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f110adc1e135\",\"_type\":\"block\",\"children\":[{\"_key\":\"b54ecbb1b7c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Social media and community engagement\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"4d04a7db4f8d\",\"_type\":\"block\",\"children\":[{\"_key\":\"b7a33bbc8edd\",\"_type\":\"span\",\"marks\":[],\"text\":\"Connect your social platforms with your website to collect data on likes, shares, comments, and engagement patterns. This helps refine your social strategy based on actual audience response.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d744d6d50954\",\"_type\":\"block\",\"children\":[{\"_key\":\"9dd2d762df12\",\"_type\":\"span\",\"marks\":[],\"text\":\"How a well-executed first-party data strategy can enhance your marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"76f46e6ddf2a\",\"_type\":\"block\",\"children\":[{\"_key\":\"bfdc367bc7c9\",\"_type\":\"span\",\"marks\":[],\"text\":\"First-party data's true power emerges when you activate it across every customer touchpoint. The brands seeing the strongest results use their data to orchestrate connected experiences—coordinating messages across email, push notifications, SMS, in-app, and more based on real-time customer behaviors.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"24724abf64ac\",\"_type\":\"block\",\"children\":[{\"_key\":\"c0cd94351c94\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here's how leading marketers turn first-party data into cross-channel engagement that drives results.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"744bdeb5febb\",\"_type\":\"block\",\"children\":[{\"_key\":\"b6b1d0b9eb81\",\"_type\":\"span\",\"marks\":[],\"text\":\"Personalization of web and mobile experiences\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6169aa788c92\",\"_type\":\"block\",\"children\":[{\"_key\":\"5125f39cebd8\",\"_type\":\"span\",\"marks\":[],\"text\":\"First-party data transforms generic browsing into relevant experiences tailored to individual preferences and behaviors.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"94e9a5de6bb3\",\"_type\":\"block\",\"children\":[{\"_key\":\"864718e5baec\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use case 1: Product recommendations based on purchase history\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"d73375e1925d\",\"_type\":\"block\",\"children\":[{\"_key\":\"c85a4efea669\",\"_type\":\"span\",\"marks\":[],\"text\":\"Show customers complementary products based on what they've already bought. 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