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always-on AI agents</span></div></a></li><li><a class="nav-item flex gap-3" href="/product/reporting-analytics"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="presentation-chart-01"><use href="/icons/sprites.svg#presentation-chart-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Reporting & Analytics</span><span class="text-sm font-normal text-gray-600">Analyze performance & uncover insights</span></div></a></li></ul></div></div></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 xl:w-3/5 before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">FEATURED CHANNELS</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/product/email"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="mail-01"><use href="/icons/sprites.svg#mail-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Email</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/mobile-app-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-02"><use href="/icons/sprites.svg#phone-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Mobile App Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/web-messaging"><div 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aria-label="star-02"><use href="/icons/sprites.svg#star-02"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="font-semibold text-gray-900 text-md">How It Works</span><p class="font-normal text-gray-600 text-sm">Get a breakdown of our vertically- integrated technology</p></div></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[14px] py-2 text-sm bg-white border border-transparent text-gray-900 shadow-xs hover:bg-[#F9FAFB] active:bg-white active:border-[#D0D5DD] active:border disabled:bg-white disabled:border-[#EAECF0] disabled:border disabled:text-[#98A2B3] w-full" href="/product">Learn More</a></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" 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class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Increase Engagement</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Braze For</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/braze-for-engineering"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-01"><use href="/icons/sprites.svg#code-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Engineering</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/braze-for-startups"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-03"><use 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srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75"/></div><div class="flex w-full flex-col gap-3 pt-6"><span class="text-md font-semibold text-gray-900">2026 Global Customer Engagement Review</span><span class="text-md font-normal text-gray-600">For our sixth Global CER, we surveyed over 2,200 marketing leaders and analyzed upwards of 6 billion data points spanning more than 750 brands</span></div></div></a></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs 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font-semibold text-md">Braze Alloys</span><span class="text-sm font-normal text-gray-600">Explore and connect with our trusted Technology or Solutions partners</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/solutions-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-01"><use href="/icons/sprites.svg#users-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Delivery Partners</span><span class="text-sm font-normal text-gray-600">Discover our partnerships with the world's leading agencies, consultancies, and system integrators</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/technology-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-02"><use 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aria-label="Link to solutions 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/solutions-partners">Partners</a><span class="text-white text-md">/</span><a aria-label="Link to catch design" 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/solutions-partners/catch-design">Catch Design</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/solutions-partners"},{"@type":"ListItem","position":2,"name":"Catch Design","item":"https://www.braze.com/partners/solutions-partners/catch-design"}]}</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="Catch Design" 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%2Fa1473371fe9063f5225377b4f011c34d04b07788-1102x502.jpg&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa1473371fe9063f5225377b4f011c34d04b07788-1102x502.jpg&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa1473371fe9063f5225377b4f011c34d04b07788-1102x502.jpg&w=384&q=75"/></div><div class="flex flex-col items-start gap-8"><h2 class="max-w-screen-md text-start">Catch Design</h2><div class="flex flex-col gap-3 md:flex-row"></div></div></div><div class="flex w-full flex-col gap-3 sm:w-fit md:flex-row"><a href="https://www.catchdesign.co.nz/what-we-do/braze" 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 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srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fdc8d2d0c574c85b47c3dfb23de242c5f3fddff83-1920x1080.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fdc8d2d0c574c85b47c3dfb23de242c5f3fddff83-1920x1080.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fdc8d2d0c574c85b47c3dfb23de242c5f3fddff83-1920x1080.png&w=1200&q=75"/></div><div class="flex w-full grow flex-col gap-8 px-5 py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">Blog</span><span class="text-sm font-bold text-gray-500">13<!-- --> min read</span></div><h4 class="text-display-xs font-bold">Churn prevention: How to identify and retain at-risk customers</h4><span class="text-sm font-bold text-gray-500">September 09, 2025</span></div></div></a></div></div></div></div><ul style="display:block" class="slick-dots"><li class="slick-active"><button>1</button></li><li class=""><button>2</button></li><li class=""><button>3</button></li><li class=""><button>4</button></li></ul></div></div></div></div><section class="supergraphic-4 relative overflow-hidden contain-layout"><div class=""><div class="w-full px-4 py-16 md:px-14 md:py-20"><div class="container flex flex-col justify-between gap-8 md:flex-row"><div class="flex flex-col gap-6"><img alt="logo" loading="lazy" width="144" height="45" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=256&q=75 1x, /_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75 2x" src="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75"/><h1 class="text-black text-display-xs md:text-display-lg">Shape the future of customer engagement with us</h1></div><div class="flex flex-col gap-[10px]"><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Differentiate your product and service offerings</span></div><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Join a global community of innovators</span></div><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Tap into training, certification, marketing, and sales program support</span></div></div></div></div><div class="container flex grid-cols-2 flex-col px-4 gap-8 pb-24 md:flex-row"><div class="container flex w-full flex-col justify-between gap-8"><h4>Join our open technology 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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 marketer</span></span></h2></div><div class="flex w-full 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Combined with behavioral and lifecycle signals, demographic segmentation turns into a more complete and effective part of your lifecycle orchestration.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b81db52b684b\",\"_type\":\"block\",\"children\":[{\"_key\":\"7d287c8603f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Let’s find out how you can stay ahead of the curve in 2026 and successfully roll out demographic segmentation for engaging, cross-channel customer experiences.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f53fd5a8dc22\",\"_type\":\"block\",\"children\":[{\"_key\":\"4e49f4ca5910\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here’s a quick summary:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2c58f218740e\",\"_type\":\"block\",\"children\":[{\"_key\":\"1af2841de2be\",\"_type\":\"span\",\"marks\":[],\"text\":\"Demographic segmentation groups audiences by measurable traits like age, role, income, household status, or language.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5e11f82c2aec\",\"_type\":\"block\",\"children\":[{\"_key\":\"0eaf5a6de71e\",\"_type\":\"span\",\"marks\":[],\"text\":\"On its own, demographic data can be too broad, so results improve when it’s combined with behavioral and lifecycle signals.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6d91971e1694\",\"_type\":\"block\",\"children\":[{\"_key\":\"43fff8df6277\",\"_type\":\"span\",\"marks\":[],\"text\":\"In 2026, effective demographic segmentation is dynamic, privacy-aware, and activated across channels to stay relevant over time.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ab28b10e5b46\",\"_type\":\"block\",\"children\":[{\"_key\":\"a3f2758e8a89\",\"_type\":\"span\",\"marks\":[],\"text\":\"What is demographic segmentation?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"41face1d5cd7\",\"_type\":\"block\",\"children\":[{\"_key\":\"71886dc05958\",\"_type\":\"span\",\"marks\":[],\"text\":\"Demographic segmentation is the practice of grouping audiences by measurable traits—such as age, income, occupation, education level, or household status—so you can tailor messaging, offers, and experiences.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"042351e2dec8\",\"_type\":\"block\",\"children\":[{\"_key\":\"49f018b20ca9\",\"_type\":\"span\",\"marks\":[],\"text\":\"As these traits are facts, (not based on emotions or opinions), they’re often used as a starting point because they’re concrete, provable information.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7e225e479718\",\"_type\":\"block\",\"children\":[{\"_key\":\"a3f17ba07c28\",\"_type\":\"span\",\"marks\":[],\"text\":\"Why demographic market segmentation matters\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"15f9fee33a46\",\"_type\":\"block\",\"children\":[{\"_key\":\"70c250a1cc42\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you want your messaging to resonate, engage and convert, then you need to get specific with your audience. A one-size-fits-all approach isn’t going to work. When you can give the customer something they can relate to, and show that you understand their real world, then you make more of a connection with them.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b0d4a7e918a5\",\"_type\":\"richImage\",\"alt\":\"Diagram showing individuals interested in hiking, biking, and running, grouped into corresponding audience segments.\",\"asset\":{\"_ref\":\"image-c778551fa45f43f632c38e8a3e8bb56b69114baa-1200x689-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"05452083edb3\",\"_type\":\"block\",\"children\":[{\"_key\":\"e2e19c307f9c\",\"_type\":\"span\",\"marks\":[],\"text\":\"More relevant messaging and offers\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0e4f27635235\",\"_type\":\"block\",\"children\":[{\"_key\":\"c22b2b78d755\",\"_type\":\"span\",\"marks\":[],\"text\":\"Demographic traits like life stage, role, household status, and language can shape what people care about and what they can act on. That makes it easier to write messaging angles, choose incentives, and \"},{\"_key\":\"13e22c9aec61\",\"_type\":\"span\",\"marks\":[\"8491aa404aa7\"],\"text\":\"personalize content\"},{\"_key\":\"fd56ca382141\",\"_type\":\"span\",\"marks\":[],\"text\":\" without guessing.\"}],\"markDefs\":[{\"_key\":\"8491aa404aa7\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/personalization-at-scale\"}],\"style\":\"normal\"},{\"_key\":\"82704ca2f1cf\",\"_type\":\"block\",\"children\":[{\"_key\":\"aca247581dc7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Less wasted spend\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"4cfcacbd5de3\",\"_type\":\"block\",\"children\":[{\"_key\":\"f557f2b57271\",\"_type\":\"span\",\"marks\":[],\"text\":\"Broad targeting burns budget on people who were never a fit. Demographic market segmentation narrows the audience, so promos, discounts, and paid spend go to segments with a higher likelihood of responding, which also cuts down on message fatigue.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4f1160827a58\",\"_type\":\"block\",\"children\":[{\"_key\":\"8085c082ffae\",\"_type\":\"span\",\"marks\":[],\"text\":\"Higher conversion potential\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"adcbaa41a88d\",\"_type\":\"block\",\"children\":[{\"_key\":\"770b56821fc6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Conversion improves when the offer fits the customer’s context. Demographic customer segmentation helps you align pricing, bundles, and value props to different segments, then use first-party data to validate intent before you push harder.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a25c52d9190b\",\"_type\":\"block\",\"children\":[{\"_key\":\"643ce6a8a16c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Better customer experience and retention\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3b6489fa140e\",\"_type\":\"block\",\"children\":[{\"_key\":\"a990a5579d09\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customers stick around when the experience feels coherent across the customer journey. Demographic segmentation supports smarter onboarding, more relevant recommendations, and lifecycle marketing that adapts over time, which can lift engagement and retention.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"44e31404bc67\",\"_type\":\"block\",\"children\":[{\"_key\":\"007c062d7f31\",\"_type\":\"span\",\"marks\":[],\"text\":\"Advantages and disadvantages of demographic segmentation\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"def5287e4d59\",\"_type\":\"block\",\"children\":[{\"_key\":\"5da47af487d5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Demographic segmentation is easy to start, but it has clear limits. Knowing where it shines (and where it falls short) makes it easier to build segments that hold up over time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0c98f999bc8c\",\"_type\":\"block\",\"children\":[{\"_key\":\"0401e5996b42\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here’s a quick look at the good and the bad:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7e0110f56b41\",\"_type\":\"block\",\"children\":[{\"_key\":\"1b424e1ba35b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pros\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"d255b1fa9511\",\"_type\":\"block\",\"children\":[{\"_key\":\"0a2ceaa5a6a0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Easy to collect:\"},{\"_key\":\"22148a3a5bdc\",\"_type\":\"span\",\"marks\":[],\"text\":\" Often available through signup, profiles, and preference centers.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a0dcb5c12e6d\",\"_type\":\"block\",\"children\":[{\"_key\":\"234463212e8e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Cost-effective:\"},{\"_key\":\"466ecb622e2e\",\"_type\":\"span\",\"marks\":[],\"text\":\" Lower lift than deeper behavioral analysis or psychographic research.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b7fb5c2799cf\",\"_type\":\"block\",\"children\":[{\"_key\":\"9c573064dbf6\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Simple to implement:\"},{\"_key\":\"68837f441b36\",\"_type\":\"span\",\"marks\":[],\"text\":\" Clear rules make segments easy to build, explain, and use.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c807f110128a\",\"_type\":\"block\",\"children\":[{\"_key\":\"02f2c6fe6ef2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Scales cleanly:\"},{\"_key\":\"cf16dc2dbd6c\",\"_type\":\"span\",\"marks\":[],\"text\":\" The approach works the same across small and large audiences.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"38b60b53d289\",\"_type\":\"block\",\"children\":[{\"_key\":\"be659589035e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Cons\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"4fd6fbbc7dbd\",\"_type\":\"block\",\"children\":[{\"_key\":\"eb51b173b58c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Can be too broad:\"},{\"_key\":\"cd4cb9b98720\",\"_type\":\"span\",\"marks\":[],\"text\":\" Shared traits don’t always translate into shared preferences.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fb41ecb44135\",\"_type\":\"block\",\"children\":[{\"_key\":\"5db9fdc1d2c3\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"People don’t fit neatly into buckets:\"},{\"_key\":\"5dc5c2de1442\",\"_type\":\"span\",\"marks\":[],\"text\":\" Demographics rarely capture intent, urgency, or constraints.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f0383dca31ca\",\"_type\":\"block\",\"children\":[{\"_key\":\"68c303343258\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Attributes change:\"},{\"_key\":\"339790c65d1c\",\"_type\":\"span\",\"marks\":[],\"text\":\" Roles, income, and household status can change quickly, which makes static segments inaccurate.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7594b1eff8db\",\"_type\":\"block\",\"children\":[{\"_key\":\"c836d5f47d36\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Missing motivation:\"},{\"_key\":\"9c9f3bc9291a\",\"_type\":\"span\",\"marks\":[],\"text\":\" Demographics alone don’t explain why someone buys or when they’re ready to act, so results improve when you pair them with behavioral and lifecycle signals.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8303257ecf9c\",\"_type\":\"block\",\"children\":[{\"_key\":\"e8f996808792\",\"_type\":\"span\",\"marks\":[],\"text\":\"The 7 types of demographic segmentation (with examples)\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"58d94f00d141\",\"_type\":\"block\",\"children\":[{\"_key\":\"998cbef6a195\",\"_type\":\"span\",\"marks\":[],\"text\":\"The 7 most common types of demographic variables you can track, are popular because they cover universal traits. Here’s how they work and examples of what using each one can look like.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"833514106470\",\"_type\":\"block\",\"children\":[{\"_key\":\"04a1216ffd2f\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Age and life stage\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"92f7a2187abc\",\"_type\":\"block\",\"children\":[{\"_key\":\"aef565f602ff\",\"_type\":\"span\",\"marks\":[],\"text\":\"Age and life stage segmentation helps align messages to what people are likely dealing with right now, which makes onboarding, offers, and education feel more relevant.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"678d549f8236\",\"_type\":\"block\",\"children\":[{\"_key\":\"a881c59848be\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s most useful in categories where needs, budgets, or routines change across stages, because you can adjust message angle and timing without rebuilding the whole journey.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f6c64fbe8b10\",\"_type\":\"block\",\"children\":[{\"_key\":\"66eb584489c9\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example A:\"},{\"_key\":\"fe3b98281787\",\"_type\":\"span\",\"marks\":[],\"text\":\" A telecom brand promotes a “share data with housemates” plan to students via push, and “family plan and shared data” upgrades, framed around managing multiple devices and household usage for new parents.\"},{\"_key\":\"58800c711b05\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example B:\"},{\"_key\":\"f0ffec3fc9a7\",\"_type\":\"span\",\"marks\":[],\"text\":\" A bank routes new graduates into a “first paycheck” onboarding series, while older customers see retirement planning tools and appointment prompts in-app.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"df23d4988118\",\"_type\":\"block\",\"children\":[{\"_key\":\"b965f7febb31\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Gender\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"51bbd8433bec\",\"_type\":\"block\",\"children\":[{\"_key\":\"1f62de30c6de\",\"_type\":\"span\",\"marks\":[],\"text\":\"Gender segmentation can support personalization in categories where fit, sizing, or product design differs, and where customers choose how they want to be addressed.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bde843591ea5\",\"_type\":\"block\",\"children\":[{\"_key\":\"3db0ec8f4da2\",\"_type\":\"span\",\"marks\":[],\"text\":\"It works best when customers control the field and it’s paired with preference data (sizes, categories, style, or goals) so targeting reflects what people actually want.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"796267d448a7\",\"_type\":\"block\",\"children\":[{\"_key\":\"d561de89c1c8\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example A:\"},{\"_key\":\"94bfcc2f66e7\",\"_type\":\"span\",\"marks\":[],\"text\":\" A fashion retailer captures pronouns and saved sizes in a preference center, then triggers a “back in stock in your size” push for wish-listed items.\"},{\"_key\":\"185ac13cd305\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example B:\"},{\"_key\":\"9a1a8c8d6c17\",\"_type\":\"span\",\"marks\":[],\"text\":\" A footwear brand uses customer-selected fit preferences (wide, standard, narrow) and style categories to personalize email product edits and in-app recommendations.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f35696a97ec7\",\"_type\":\"block\",\"children\":[{\"_key\":\"33c32ffb6f42\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Income and purchasing power\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"f9021c7dd499\",\"_type\":\"block\",\"children\":[{\"_key\":\"d12f6c060aad\",\"_type\":\"span\",\"marks\":[],\"text\":\"Income and purchasing power segmentation helps align price points, bundles, and incentives to what different groups are likely to consider.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d4e2684445e0\",\"_type\":\"block\",\"children\":[{\"_key\":\"1c94d1d4046c\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s most useful when you can anchor segments in first-party data patterns like average order value, discount usage, and repeat purchase rate, so targeting reflects buying behavior, not guesswork.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fb9e79bfa127\",\"_type\":\"block\",\"children\":[{\"_key\":\"a3213e724d9a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example A:\"},{\"_key\":\"34fc096092db\",\"_type\":\"span\",\"marks\":[],\"text\":\" A home goods brand sends “bundle and save” offers to discount-heavy buyers, and early access to new collections to high-spend shoppers.\"},{\"_key\":\"3e36dd82e00a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example B:\"},{\"_key\":\"822fd6ca244f\",\"_type\":\"span\",\"marks\":[],\"text\":\" A grocery delivery service highlights “under £25” meal plans and budget-friendly swaps for price-sensitive segments, while higher-spend segments see premium add-ons and seasonal specials.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3009a219ac5b\",\"_type\":\"block\",\"children\":[{\"_key\":\"e05b32c5040b\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Occupation and industry\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"662b0de0565e\",\"_type\":\"block\",\"children\":[{\"_key\":\"78c736f5f9cf\",\"_type\":\"span\",\"marks\":[],\"text\":\"Occupation and industry segmentation is especially useful in B2B because it maps to responsibilities and next steps, which can make onboarding and nurture far more relevant.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2c5b3aa9e7a7\",\"_type\":\"block\",\"children\":[{\"_key\":\"649d722b1184\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s most useful when your product has different users inside the same account, since admins, daily users, and stakeholders need different messages and milestones.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b657a7482f8a\",\"_type\":\"block\",\"children\":[{\"_key\":\"78fcdb1efa83\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example A:\"},{\"_key\":\"a3db823053ef\",\"_type\":\"span\",\"marks\":[],\"text\":\" A SaaS platform sends admins a setup checklist and permissions guidance by email, while end users see an in-product prompt to build their first workflow.\"},{\"_key\":\"f0b6042babe2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example B:\"},{\"_key\":\"c80790ff730d\",\"_type\":\"span\",\"marks\":[],\"text\":\" A payments provider runs separate nurture tracks for ecommerce and subscription brands, sending ecommerce teams chargeback content and subscription businesses guidance on recovery and retries.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5330866f035b\",\"_type\":\"block\",\"children\":[{\"_key\":\"8ba4d66b5c81\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Language\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"f4b23089ac3b\",\"_type\":\"block\",\"children\":[{\"_key\":\"544c76897753\",\"_type\":\"span\",\"marks\":[],\"text\":\"Language segmentation makes messaging easier to follow by keeping copy consistent in the customer’s preferred language.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f40a59b0c575\",\"_type\":\"block\",\"children\":[{\"_key\":\"2614c1df58b2\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s most useful when language preference applies across touchpoints, so email, push, in-app messages, and support content stay consistent for the customer.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c37449a6eebf\",\"_type\":\"block\",\"children\":[{\"_key\":\"2224f2c0e8ff\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example A:\"},{\"_key\":\"f6e073b51c2a\",\"_type\":\"span\",\"marks\":[],\"text\":\" A travel app sends booking confirmations and check-in reminders in the customer’s preferred language across email and push.\"},{\"_key\":\"4b59c9f191ba\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example B:\"},{\"_key\":\"fda2a5974abb\",\"_type\":\"span\",\"marks\":[],\"text\":\" A global retailer localizes order updates and returns instructions, then mirrors the same language inside app help modules.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"381ab8cddb52\",\"_type\":\"block\",\"children\":[{\"_key\":\"9b42be97d873\",\"_type\":\"span\",\"marks\":[],\"text\":\"6. Education level\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b14a39d79adc\",\"_type\":\"block\",\"children\":[{\"_key\":\"7d236d2ec821\",\"_type\":\"span\",\"marks\":[],\"text\":\"Education level segmentation can help you judge how much explanation and guidance customers need, especially for complex products.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"897050b07ff9\",\"_type\":\"block\",\"children\":[{\"_key\":\"c91b6bd8226f\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s most useful for onboarding and high-consideration journeys, where the right level of explanation can reduce drop-off and build confidence.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b4eb3a0f30d0\",\"_type\":\"block\",\"children\":[{\"_key\":\"962efdfc7406\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example A:\"},{\"_key\":\"32bf38df9d68\",\"_type\":\"span\",\"marks\":[],\"text\":\" An investing app sends first-timers a short email series explaining key terms, while experienced users get a product comparison guide and advanced features content.\"},{\"_key\":\"edd2d660ae78\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example B:\"},{\"_key\":\"4473f75c5fad\",\"_type\":\"span\",\"marks\":[],\"text\":\" A mortgage lender tailors its quote journey, showing plain-language explainers and glossaries for new buyers, and faster comparison flows for experienced customers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"20e0217fbca9\",\"_type\":\"block\",\"children\":[{\"_key\":\"660fe7c768f6\",\"_type\":\"span\",\"marks\":[],\"text\":\"7. Marital or household status\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0dd4d266cc35\",\"_type\":\"block\",\"children\":[{\"_key\":\"309af44b97c4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Household status can shape things like quantity, pack size, and reorder reminders, because people buy differently depending on who they’re buying for.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"24a3fc1f4971\",\"_type\":\"block\",\"children\":[{\"_key\":\"ab7fa3dd5a36\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s most useful when it’s paired with behavioral signals like basket size and reorder patterns, so household-based assumptions don’t take over the strategy.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d2555f729270\",\"_type\":\"block\",\"children\":[{\"_key\":\"e3fdfbde40c1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example A:\"},{\"_key\":\"0be885ac05b0\",\"_type\":\"span\",\"marks\":[],\"text\":\" A meal-kit brand recommends smaller boxes and “solo lunch” recipes for one-person households, and school-night bundles for families.\"},{\"_key\":\"433651b17555\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example B:\"},{\"_key\":\"76887128cac1\",\"_type\":\"span\",\"marks\":[],\"text\":\" A wireless provider promotes multi-line discounts and shared billing to households, while solo customers see flexible month-to-month plans and device upgrade offers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"11d1197bcc2a\",\"_type\":\"block\",\"children\":[{\"_key\":\"ca0c61d3135c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Demographic segmentation examples (by industry)\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"52694ae5b004\",\"_type\":\"block\",\"children\":[{\"_key\":\"e797368335b5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Different industries use demographic segmentation in various ways, because buying cycles, channel mix, and available signals are changeable.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"023569e50634\",\"_type\":\"richImage\",\"alt\":\"Table outlining customer engagement strategies for Ecommerce, Subscription, B2B, and Global Brands, detailing segments, message angles, best channels, and metrics.\",\"asset\":{\"_ref\":\"image-66e272ea3c5e2dcc28ff79653aa7b890e675a96c-1200x854-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"21eec0958a28\",\"_type\":\"block\",\"children\":[{\"_key\":\"233260175156\",\"_type\":\"span\",\"marks\":[],\"text\":\"eCommerce\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"5cb1c945c909\",\"_type\":\"block\",\"children\":[{\"_key\":\"94a2a201ee6d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Segment:\"},{\"_key\":\"cc19b9f2c14e\",\"_type\":\"span\",\"marks\":[],\"text\":\" Income band and household size.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1d936a5566d1\",\"_type\":\"block\",\"children\":[{\"_key\":\"a158170ff2bc\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Message angle:\"},{\"_key\":\"13edbfb8aeb2\",\"_type\":\"span\",\"marks\":[],\"text\":\" Household-friendly bundles, “subscribe and save” prompts for staples, and price framing that matches purchasing power.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5f059a0fa4ee\",\"_type\":\"block\",\"children\":[{\"_key\":\"5251dfe7f989\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Best channels:\"},{\"_key\":\"766e011d0dc5\",\"_type\":\"span\",\"marks\":[],\"text\":\" Email for bundle discovery and offers, in-app for personalized shelves and reorder prompts, SMS or push for time-sensitive promos, where consent allows.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ec38d04c20f7\",\"_type\":\"block\",\"children\":[{\"_key\":\"9f173da4e54d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Metric:\"},{\"_key\":\"f04195bb6f44\",\"_type\":\"span\",\"marks\":[],\"text\":\" Average order value, revenue per user, repeat purchase rate.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a61887f550e7\",\"_type\":\"block\",\"children\":[{\"_key\":\"388d55b3efed\",\"_type\":\"span\",\"marks\":[],\"text\":\"Subscription\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7a53b81bd5e0\",\"_type\":\"block\",\"children\":[{\"_key\":\"4f8d54116e07\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Segment:\"},{\"_key\":\"d75779379cb6\",\"_type\":\"span\",\"marks\":[],\"text\":\" Life stage paired with lifecycle stage (trial, new, active, at-risk).\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"828ae70e7264\",\"_type\":\"block\",\"children\":[{\"_key\":\"be78bad443c4\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Message angle:\"},{\"_key\":\"f944dd3567ae\",\"_type\":\"span\",\"marks\":[],\"text\":\" Onboarding content that matches the customer’s goals, plus retention messaging that reflects what “success” looks like in that life stage.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8c14cdc2179a\",\"_type\":\"block\",\"children\":[{\"_key\":\"e164e84c6465\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Best channels:\"},{\"_key\":\"90db3e54a782\",\"_type\":\"span\",\"marks\":[],\"text\":\" Email for education sequences, in-app for contextual tips tied to key actions, push for reminders and streak nudges.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1f02a83cc6d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"333041ef2dc4\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Metric:\"},{\"_key\":\"0f5462730e8d\",\"_type\":\"span\",\"marks\":[],\"text\":\" Trial-to-paid conversion, activation rate, retention at 30 or 60 days.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3d95bd911729\",\"_type\":\"block\",\"children\":[{\"_key\":\"3c127e424680\",\"_type\":\"span\",\"marks\":[],\"text\":\"B2B\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1f9ec96ecea3\",\"_type\":\"block\",\"children\":[{\"_key\":\"782aca147ef3\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Segment:\"},{\"_key\":\"80f8762a86b9\",\"_type\":\"span\",\"marks\":[],\"text\":\" Role and seniority (admin, practitioner, stakeholder).\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e6c80f69e88d\",\"_type\":\"block\",\"children\":[{\"_key\":\"e2506b976386\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Message angle:\"},{\"_key\":\"7a625e7e5bed\",\"_type\":\"span\",\"marks\":[],\"text\":\" Role-based onboarding and nurture, with milestones that match responsibilities and time-to-value for each segment.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6a970d3713c6\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a0d5692085e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Best channels:\"},{\"_key\":\"972c1fefcc2b\",\"_type\":\"span\",\"marks\":[],\"text\":\" Email for setup guidance and enablement, in-product messaging for prompts at the moment of need, sales-assisted outreach for high-intent accounts.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5f070a5576a7\",\"_type\":\"block\",\"children\":[{\"_key\":\"7f1b168b009f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Metric:\"},{\"_key\":\"637f9bb6876e\",\"_type\":\"span\",\"marks\":[],\"text\":\" Time-to-first-value, feature adoption, expansion rate\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"64473d4955f7\",\"_type\":\"block\",\"children\":[{\"_key\":\"b20d41b3001e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Global brands\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"adafa46aeb4e\",\"_type\":\"block\",\"children\":[{\"_key\":\"4457bdd3855e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Segment:\"},{\"_key\":\"bfdbdd4661b6\",\"_type\":\"span\",\"marks\":[],\"text\":\" Preferred language (and region for timing and support, where relevant).\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7811de3a110f\",\"_type\":\"block\",\"children\":[{\"_key\":\"978d5f2740e1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Message angle:\"},{\"_key\":\"7c352acafea5\",\"_type\":\"span\",\"marks\":[],\"text\":\" Localized messaging, content, and support experiences that stay consistent across touchpoints.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9e63fd09d113\",\"_type\":\"block\",\"children\":[{\"_key\":\"3e85bbf0c186\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Best channels:\"},{\"_key\":\"4670df349638\",\"_type\":\"span\",\"marks\":[],\"text\":\" Email and in-app for consistent localization, push for reminders and updates in the right language, support content matched to the same preference.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"941e22275e04\",\"_type\":\"block\",\"children\":[{\"_key\":\"a4bdbeedb537\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Metric:\"},{\"_key\":\"db5ec8e9747c\",\"_type\":\"span\",\"marks\":[],\"text\":\" Engagement rate by locale, conversion rate by locale, unsubscribe rate by locale.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"55bc2a1e04ff\",\"_type\":\"block\",\"children\":[{\"_key\":\"764c266798ec\",\"_type\":\"span\",\"marks\":[],\"text\":\"How to do demographic segmentation (step by step)\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"e4124e5abdea\",\"_type\":\"block\",\"children\":[{\"_key\":\"eeb278b65cb4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here are the steps you need to start using demographic segmentation in your journey orchestration:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"430d113c28c4\",\"_type\":\"block\",\"children\":[{\"_key\":\"459f20558415\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Gather demographic data\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"60e6fc665f0e\",\"_type\":\"block\",\"children\":[{\"_key\":\"c50057b48380\",\"_type\":\"span\",\"marks\":[],\"text\":\"Collect the minimum you need, then pair it with first-party data like purchase history, product usage, and channel engagement. Skip fields that won’t change messaging, timing, or measurement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e3203faa6d95\",\"_type\":\"block\",\"children\":[{\"_key\":\"9edc043f44e9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Common collection points include:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eb19d1416d6a\",\"_type\":\"block\",\"children\":[{\"_key\":\"4e7f00e07a79\",\"_type\":\"span\",\"marks\":[],\"text\":\"Signup and onboarding forms\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d15af7d79928\",\"_type\":\"block\",\"children\":[{\"_key\":\"d32cd38799af\",\"_type\":\"span\",\"marks\":[],\"text\":\"Account profiles and settings\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"639ea0bc2063\",\"_type\":\"block\",\"children\":[{\"_key\":\"bd4ae3403af7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Preference centers and surveys\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ffba52093f05\",\"_type\":\"block\",\"children\":[{\"_key\":\"056b51e1b3fb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Newsletter signups\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"db519da1d0dc\",\"_type\":\"block\",\"children\":[{\"_key\":\"602a79ed173f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Loyalty and membership programs\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"70bcf8eae42b\",\"_type\":\"block\",\"children\":[{\"_key\":\"5481cd71c282\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Choose segments tied to a business goal\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3a4b2e5e96dd\",\"_type\":\"block\",\"children\":[{\"_key\":\"7117d22d2b76\",\"_type\":\"span\",\"marks\":[],\"text\":\"Start with the outcome, then define the segment. Such as:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"da1c010cf16a\",\"_type\":\"block\",\"children\":[{\"_key\":\"2c820baba6ab\",\"_type\":\"span\",\"marks\":[],\"text\":\"Reduce churn: household status plus recent engagement drop\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7fa3e6890672\",\"_type\":\"block\",\"children\":[{\"_key\":\"928365eb9308\",\"_type\":\"span\",\"marks\":[],\"text\":\"Increase AOV: purchasing power tier plus category interest\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b6d3d664be27\",\"_type\":\"block\",\"children\":[{\"_key\":\"2db0f7d8d7c9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Improve onboarding: role plus first-week actions\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ca2567f70690\",\"_type\":\"block\",\"children\":[{\"_key\":\"e91077b956ff\",\"_type\":\"span\",\"marks\":[],\"text\":\"For example, if churn is creeping up, household status can be a useful demographic lens because it often correlates with how people shop and what they consider “value.” Pair that with an engagement signal—like fewer app sessions this week, no email clicks in 30 days, or a missed reorder window—and you have a clear moment to act.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fca110fc9388\",\"_type\":\"block\",\"children\":[{\"_key\":\"749e16ea70b6\",\"_type\":\"span\",\"marks\":[],\"text\":\"A grocery delivery brand might treat a missed weekly order as the trigger, then tailor the message by household segment. One-person households could get quick “dinners for one” bundles and flexible delivery slots. Families could see school-night bundles, multi-buy savings, or a reminder to reorder staples.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"56d54141a3ec\",\"_type\":\"block\",\"children\":[{\"_key\":\"57fec3387b55\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Build segments in a segmentation tool\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b4d2a5015b47\",\"_type\":\"block\",\"children\":[{\"_key\":\"11df8479fe62\",\"_type\":\"span\",\"marks\":[],\"text\":\"Turn the segment into simple rules teams can maintain:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"37b8d6829c42\",\"_type\":\"block\",\"children\":[{\"_key\":\"02c1be69f862\",\"_type\":\"span\",\"marks\":[],\"text\":\"One demographic variable\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d80aa255612e\",\"_type\":\"block\",\"children\":[{\"_key\":\"4adb42bb340e\",\"_type\":\"span\",\"marks\":[],\"text\":\"One behavioral or lifecycle signal\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5adad21e7205\",\"_type\":\"block\",\"children\":[{\"_key\":\"c197280de103\",\"_type\":\"span\",\"marks\":[],\"text\":\"Guardrails like suppression, exclusions, and frequency caps\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8f0ebe56118c\",\"_type\":\"block\",\"children\":[{\"_key\":\"a1bfc90edd42\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Activate segments cross channels and journeys\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3c293a360f5d\",\"_type\":\"block\",\"children\":[{\"_key\":\"d160b05ec208\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use segments for entry rules, branching, and personalization across cross-channel messaging. Let the segment influence message angle, offer, timing, and channel.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6f2108586b12\",\"_type\":\"block\",\"children\":[{\"_key\":\"b0675a6b8b18\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Test and iterate\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"5d43051a523d\",\"_type\":\"block\",\"children\":[{\"_key\":\"c71c46b2d32a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Validate impact with experiments and use the resulting data to refine segment logic. A control group gives you a baseline, so you can see how much the segment actually moved the metric.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b6d318a48b09\",\"_type\":\"block\",\"children\":[{\"_key\":\"c26dca0d2f1f\",\"_type\":\"span\",\"marks\":[],\"text\":\"How to collect demographic data responsibly\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"aafd7060b268\",\"_type\":\"block\",\"children\":[{\"_key\":\"665d0bdfe06b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Demographic data can make segmentation sharper, but it also comes with higher expectations from customers and regulators. A trust-first approach keeps you on the right side of \"},{\"_key\":\"0785699d8298\",\"_type\":\"span\",\"marks\":[\"cf48eecf3596\"],\"text\":\"privacy requirements\"},{\"_key\":\"e6353c5ee200\",\"_type\":\"span\",\"marks\":[],\"text\":\" like GDPR in the UK and EU and CPRA in the U.S., while improving the quality of the data you collect.\"}],\"markDefs\":[{\"_key\":\"cf48eecf3596\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/overcoming-data-privacy-problems-how-high-concern-drives-advanced-personalization\"}],\"style\":\"normal\"},{\"_key\":\"a6fc5b62cd84\",\"_type\":\"block\",\"children\":[{\"_key\":\"dd92eb505a31\",\"_type\":\"span\",\"marks\":[],\"text\":\"Consent and transparency\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"dc4760785330\",\"_type\":\"block\",\"children\":[{\"_key\":\"3fc28ae60263\",\"_type\":\"span\",\"marks\":[],\"text\":\"Demographic data collection should be clear, optional where appropriate, and easy to understand. 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Keep forms short, and only collect demographic attributes that directly support messaging, personalization, measurement, or customer support.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3cdaf17e62ea\",\"_type\":\"block\",\"children\":[{\"_key\":\"f03c32b616bc\",\"_type\":\"span\",\"marks\":[],\"text\":\"A simple internal check—if a field won’t change what you send, when you send it, or what you measure, skip it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7c90dbc4a801\",\"_type\":\"block\",\"children\":[{\"_key\":\"312f7ad70321\",\"_type\":\"span\",\"marks\":[],\"text\":\"Preference capture where possible (zero-party data)\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"fdbc0b76fef1\",\"_type\":\"block\",\"children\":[{\"_key\":\"86deaec5f49b\",\"_type\":\"span\",\"marks\":[],\"text\":\"For sensitive attributes and identity-related fields, direct preference capture is often the cleanest option. \"},{\"_key\":\"0c8c3b8b06a4\",\"_type\":\"span\",\"marks\":[\"fa5f982ddabf\"],\"text\":\"Zero-party data\"},{\"_key\":\"ee8311e8d7f4\",\"_type\":\"span\",\"marks\":[],\"text\":\" comes from what customers explicitly share, like preferred language, content interests, fit preferences, or communication choices.\"}],\"markDefs\":[{\"_key\":\"fa5f982ddabf\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/what-is-zero-party-data\"}],\"style\":\"normal\"},{\"_key\":\"80a42dfab833\",\"_type\":\"block\",\"children\":[{\"_key\":\"f7d3c8913bd9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use low-friction moments to capture it:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3d90cae9fe2a\",\"_type\":\"block\",\"children\":[{\"_key\":\"f5435312d091\",\"_type\":\"span\",\"marks\":[],\"text\":\"Preference centers and profile settings\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"212d22261ee4\",\"_type\":\"block\",\"children\":[{\"_key\":\"e49e53b99f2f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Onboarding questions with clear value (“help us tailor your experience”)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"84c54316cc29\",\"_type\":\"block\",\"children\":[{\"_key\":\"4aee1e848ddc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Surveys that focus on usefulness, not curiosity\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fe47edd5b04f\",\"_type\":\"block\",\"children\":[{\"_key\":\"4037ad6404ed\",\"_type\":\"span\",\"marks\":[],\"text\":\"Trust-first collection also supports better segmentation over time, because self-reported fields tend to be more accurate and easier to maintain than inferred guesses.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0920b5a24850\",\"_type\":\"block\",\"children\":[{\"_key\":\"deeec5d11b5b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Demographic vs behavioral vs psychographic segmentation\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"3d86ec7a78e8\",\"_type\":\"block\",\"children\":[{\"_key\":\"38f5ebf256b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"These segmentation types answer different questions, and in 2026, the strongest strategies layer them.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8b24f176c577\",\"_type\":\"block\",\"children\":[{\"_key\":\"394952666dc2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Demographic segmentation:\"},{\"_key\":\"b207851a6f93\",\"_type\":\"span\",\"marks\":[],\"text\":\" Who someone is. 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Purchases, browsing, product usage, and engagement across channels.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"cc7ecfd4a21b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/guide-to-behavioral-segmentation\"}],\"style\":\"normal\"},{\"_key\":\"f2055c28a826\",\"_type\":\"block\",\"children\":[{\"_key\":\"03e336d29a61\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Psychographic segmentation:\"},{\"_key\":\"172b1d986dba\",\"_type\":\"span\",\"marks\":[],\"text\":\" Why someone buys. Motivations, values, attitudes, and goals.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2bc25b5e8edb\",\"_type\":\"block\",\"children\":[{\"_key\":\"86ddd92361f9\",\"_type\":\"span\",\"marks\":[],\"text\":\"A modern segmentation strategy starts with demographics for context, uses behavior to confirm intent and timing, and adds psychographic inputs where customers explicitly share preferences or goals. That mix supports personalization across the customer journey while reducing the risk of stereotypes and bias.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f6a225e7b7d8\",\"_type\":\"block\",\"children\":[{\"_key\":\"0387c4071e7d\",\"_type\":\"span\",\"marks\":[],\"text\":\"How to keep demographic segments up to date with dynamic segmentation\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"d34d05d40350\",\"_type\":\"block\",\"children\":[{\"_key\":\"5965e37f732d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Segments should stay flexible, which is where dynamic segmentation comes in. Static segments go stale because people and circumstances change. Job moves, household shifts, and language preferences update over time. 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Measurement will also help you decide when to simplify segments, refresh criteria, or add behavioral signals to reduce overgeneralization.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9663e80ad53f\",\"_type\":\"block\",\"children\":[{\"_key\":\"f87149034a39\",\"_type\":\"span\",\"marks\":[],\"text\":\"A strong measurement plan usually includes:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"901c88cec6df\",\"_type\":\"block\",\"children\":[{\"_key\":\"54282a95beb4\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Conversion rate and revenue \"},{\"_key\":\"7dcad923471c\",\"_type\":\"span\",\"marks\":[],\"text\":\"per user by segment\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5a5903fc88bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"f0fd5f8aedf0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Retention and LTV differences\"},{\"_key\":\"76ca113e93f8\",\"_type\":\"span\",\"marks\":[],\"text\":\" across segments and cohorts\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c8a845ef9fdb\",\"_type\":\"block\",\"children\":[{\"_key\":\"ebb1ec56e694\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Engagement by channel and cohort\"},{\"_key\":\"a9b8558cc0e8\",\"_type\":\"span\",\"marks\":[],\"text\":\" (opens, clicks, sessions, feature usage)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bcf1a5ba3cee\",\"_type\":\"block\",\"children\":[{\"_key\":\"d2a9134dd847\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Incremental lift vs. a non-segmented control\"},{\"_key\":\"53f1e2ebf4e4\",\"_type\":\"span\",\"marks\":[],\"text\":\" to separate correlation from impact\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3214933a8710\",\"_type\":\"block\",\"children\":[{\"_key\":\"0b9b9488192a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Risk indicators\"},{\"_key\":\"aa48f9b86ed5\",\"_type\":\"span\",\"marks\":[],\"text\":\" like unsubscribes, spam complaints, opt-outs, and support friction\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"265cf8e856c0\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"c3c9cf0fb9de\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Connect with sales\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/get-started\"}}],\"heading\":\"Explore how Braze supports dynamic segments and cross-channel activation across email, push, in-app, and SMS.\"},{\"_key\":\"5b38a66dd4d0\",\"_type\":\"block\",\"children\":[{\"_key\":\"26148b8d473f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Key takeaways\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"293914f2548f\",\"_type\":\"block\",\"children\":[{\"_key\":\"ce9603905a57\",\"_type\":\"span\",\"marks\":[],\"text\":\"Demographic segmentation is often the easiest place to start because the inputs are clear and widely available. It can also become far more useful when it’s connected to what customers do and where they are in the customer journey.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5030a5843243\",\"_type\":\"block\",\"children\":[{\"_key\":\"71dd3835a2bc\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Demographics are a practical starting point.\"},{\"_key\":\"2a9b71bff799\",\"_type\":\"span\",\"marks\":[],\"text\":\" Traits like age, household status, role, income band, and language give teams a simple way to make messaging more specific from day one.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"af1e96fb5e63\",\"_type\":\"block\",\"children\":[{\"_key\":\"bdf49e01e127\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Use demographics with behavioral and lifecycle signals.\"},{\"_key\":\"e6a3fbcef816\",\"_type\":\"span\",\"marks\":[],\"text\":\" Demographics shape message angle, but behavior confirms intent and timing, and lifecycle context keeps journeys aligned to where customers are right now.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"71f371e248f8\",\"_type\":\"block\",\"children\":[{\"_key\":\"de60ef397910\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Dynamic segmentation keeps segments current.\"},{\"_key\":\"2e04c4e1a3d8\",\"_type\":\"span\",\"marks\":[],\"text\":\" Automatic updates prevent customers from getting stuck in stale audiences as engagement, needs, and circumstances change.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a8d9771db088\",\"_type\":\"block\",\"children\":[{\"_key\":\"ff20e11c2efe\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Trust-first data collection supports better outcomes.\"},{\"_key\":\"8f0686f09fa1\",\"_type\":\"span\",\"marks\":[],\"text\":\" Consent, transparency, and zero-party preference capture improve data quality while supporting privacy expectations.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a6f484db993a\",\"_type\":\"block\",\"children\":[{\"_key\":\"f38e43d3744a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Measure impact and watch for risk.\"},{\"_key\":\"efad055f5c4c\",\"_type\":\"span\",\"marks\":[],\"text\":\" Track conversion, revenue per user, retention, and LTV by segment, then validate with a non-segmented control. 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However, today, we’re looking at how enterprise organizations with 2,500+ employees are performing compared to the average for all organizations. Keep reading for actionable tips on how enterprises can catch up or get ahead.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"118fff0e05c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"f7549bf4fdf6\",\"_type\":\"span\",\"marks\":[],\"text\":\"While enterprise organizations are often seen as the gold standard in customer engagement, backed by substantial resources and advanced technology, our recent research reveals opportunities for growth and improvement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c0ac67cebbc0\",\"_type\":\"block\",\"children\":[{\"_key\":\"6bbb34e74b9f\",\"_type\":\"span\",\"marks\":[],\"text\":\"These organizations may often leverage high-tech tools and sophisticated data practices, but there are still gaps to address. Our findings indicate that just having scale does not always equate to optimal performance and that enterprises may encounter challenges such as siloed systems and resource constraints that can limit their marketing initiatives.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0bc5587b24dd\",\"_type\":\"block\",\"children\":[{\"_key\":\"0a8eac8e6ff6\",\"_type\":\"span\",\"marks\":[],\"text\":\"To provide targeted insights, we’ve organized our findings into five key themes that highlight areas for improvement and growth for enterprise brands.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ac1e9ac79faa\",\"_type\":\"block\",\"children\":[{\"_key\":\"e720a2e50e37\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Structure and synchronization\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"1efd6db22734\",\"_type\":\"block\",\"children\":[{\"_key\":\"4b928c961bcd\",\"_type\":\"span\",\"marks\":[],\"text\":\"Truly cohesive and impactful customer engagement doesn’t live in a vacuum. It exists at the intersection of marketing, product, data, and tech. That’s why cross-functional collaboration is critical, but enterprises are struggling to make that collaboration work. 69% of surveyed enterprise brands have siloed customer engagement in the marketing team vs 63% on average.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0611bed7c687\",\"_type\":\"block\",\"children\":[{\"_key\":\"eac379704ede\",\"_type\":\"span\",\"marks\":[],\"text\":\"Our data shows that only one surveyed enterprise organization reached the top performance category for cross-channel customer engagement ownership (Ace), compared to 3% overall. And 85% of enterprises sit in the lowest performance category (Activate), compared to an 82% overall average.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0140f33d35fe\",\"_type\":\"block\",\"children\":[{\"_key\":\"0e10bf095d18\",\"_type\":\"span\",\"marks\":[],\"text\":\"More frequent cross-departmental synchronization could help ensure relevant teams feed into strategy and execution. Our top performers meet several times a week at least. However, the most common sync frequency in enterprises is monthly, and many only sync quarterly or annually.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c46d1370fb30\",\"_type\":\"block\",\"children\":[{\"_key\":\"6649695b8d66\",\"_type\":\"span\",\"marks\":[],\"text\":\"This lack of cross-team collaboration puts many enterprise marketers at a significant disadvantage, with reduced access to the product, data, and technical expertise they need to execute effectively.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"243f826ccc09\",\"_type\":\"block\",\"children\":[{\"_key\":\"cf7b632fea19\",\"_type\":\"span\",\"marks\":[],\"text\":\"Perhaps counterintuitively, given the siloed structure of customer engagement ownership in enterprises, they’re more likely than average to have a shared, cross-organizational definition of success for customer engagement. This shows that while strategic alignment exists in theory, the structure to support it in practice is lacking, probably due to sheer organizational complexity.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2904a7064ffd\",\"_type\":\"block\",\"children\":[{\"_key\":\"6e8a97181c40\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Take action on silos and synchronization\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0844f530ee1b\",\"_type\":\"block\",\"children\":[{\"_key\":\"05b634f1b1d9\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Align structure with strategy –\"},{\"_key\":\"ff2fa7e716fe\",\"_type\":\"span\",\"marks\":[],\"text\":\" Establish clear cross-departmental ownership of customer engagement. If that’s not possible, focus on enhancing communication and collaboration across teams.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f7fdfd800f05\",\"_type\":\"block\",\"children\":[{\"_key\":\"a42d60325fab\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Make regular syncs non-negotiable –\"},{\"_key\":\"fb738d8cc14a\",\"_type\":\"span\",\"marks\":[],\"text\":\" Aim for weekly coordination between marketing, product, data, and tech teams to align on campaign planning, execution, and insights.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2a9159322dae\",\"_type\":\"block\",\"children\":[{\"_key\":\"d46313aa70f2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Balance depth with efficiency\"},{\"_key\":\"2bd722178d4a\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Combine monthly deep-dive sessions with lighter, weekly check-ins to maintain momentum without overwhelming calendars.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2178fec6df81\",\"_type\":\"block\",\"children\":[{\"_key\":\"423bac4e25c2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Experimentation and evaluation\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"f0fa3cdd256b\",\"_type\":\"block\",\"children\":[{\"_key\":\"c2997d010819\",\"_type\":\"span\",\"marks\":[],\"text\":\"Effective cross-channel engagement depends on continuous experimentation, testing what, when, where, and how you communicate. There are so many elements at play that can increase engagement, from channels and timing, to content and cadence.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f52a2783c1ee\",\"_type\":\"block\",\"children\":[{\"_key\":\"6e1188d7b5e1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Enterprise organizations understand this well. 62% are in our highest performance category, with continuous, concurrent testing built into their strategy and outperforming the average of 57%.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"373b2d4988aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"c1405a6d6d42\",\"_type\":\"span\",\"marks\":[],\"text\":\"But it’s not all A/B testing and insightful experimentation. 40% of enterprise marketers say they’d like to experiment but can’t due to resource constraints, compared to an average of 32%. This could be due to restricted headcount, inefficient processes, or inadequate tooling. Whatever the cause, it’s preventing two-fifths of surveyed enterprise marketers from experimenting, refining, and improving the impact of their campaigns.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fb790aa09103\",\"_type\":\"block\",\"children\":[{\"_key\":\"3bac8f30bc44\",\"_type\":\"span\",\"marks\":[],\"text\":\"Speaking of impact, enterprise KPIs are predictably skewed a little more towards financial metrics than the average. Customer lifetime value and operational expenditure are high on the agenda, showing enterprises are concerned about balancing the books and making a profit (who isn’t?). But revenue per campaign ranks lower as a priority KPI.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1bf9052c56db\",\"_type\":\"richImage\",\"alt\":\"a chart showing the average revenue per campaign\",\"asset\":{\"_ref\":\"image-682259282b377d7e9adc4d9df4442dfca12c32c0-2400x774-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"33ba840a466d\",\"_type\":\"block\",\"children\":[{\"_key\":\"ae9ef4ac656f\",\"_type\":\"span\",\"marks\":[],\"text\":\"That’s unlikely to reflect a lack of interest in revenue, but rather the complexity of accurate revenue attribution in such large organizations. With limited resources and less ready access to data expertise, enterprise marketers may focus on metrics that are easier to evidence.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"543fc2bd8f66\",\"_type\":\"block\",\"children\":[{\"_key\":\"1c2f3674d10c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Given that resource constraints are already curbing enterprise marketers’ ambitions, it’s disappointing to see 15% of survey respondents are facing budget cuts in the next twelve months (higher than the 11% average). Could clearer links between customer engagement and revenue generation be the answer?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8f29d7a48a47\",\"_type\":\"block\",\"children\":[{\"_key\":\"70ee155a4d4c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Take action on experimentation and evaluation\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"31da8664d3f6\",\"_type\":\"block\",\"children\":[{\"_key\":\"aa8016a8bdd0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Streamline workflows to reduce resource load – \"},{\"_key\":\"79e307371eee\",\"_type\":\"span\",\"marks\":[],\"text\":\"Consolidate tools and automate manual processes to free up team capacity for experimentation (and other value-adding tasks)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9d3dbe762fe5\",\"_type\":\"block\",\"children\":[{\"_key\":\"4493b1c2bc7f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Start small –\"},{\"_key\":\"459c12fc7e0a\",\"_type\":\"span\",\"marks\":[],\"text\":\" Even small improvements are better than stagnating. Start small with quick-win A/B tests with minimal setup, like subject line variation, before building higher sophistication\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"551c890733da\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8ef628ef04a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Strengthen your reporting –\"},{\"_key\":\"e7ff80114f0f\",\"_type\":\"span\",\"marks\":[],\"text\":\" Partner with finance or data teams to improve attribution and demonstrate the financial value of your work, it could mean better buy-in and budget \"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2e68f7985c27\",\"_type\":\"block\",\"children\":[{\"_key\":\"7427609cf7dc\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Data, segmentation, and execution\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"dcc4a70fd7b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"2bcab4fd7ef5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Enterprise organizations often have advanced tech stacks, but IT investment isn’t equally distributed. While big businesses outperform on performance measurement tools (more on this later) but they’re behind when it comes to cross-channel engagement tools.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"20e14b72f149\",\"_type\":\"block\",\"children\":[{\"_key\":\"afb0acbcbe72\",\"_type\":\"span\",\"marks\":[],\"text\":\"Most rely on multiple, channel-specific platforms to plan and execute their cross-channel campaigns. This is disjointed and inefficient, risking the customer experience and wasting valuable resources. Only 28% of enterprises use a single platform that automatically optimizes at the customer level which channel they hear from the company on.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d958fbfeb974\",\"_type\":\"block\",\"children\":[{\"_key\":\"f1f69972c5c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"This tech fragmentation is also reflected in how enterprises sort and use customer data. They’re:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0a9de0ae9478\",\"_type\":\"block\",\"children\":[{\"_key\":\"aeba1f961f1f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Less likely to combine customer data into a unified profile\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b08aad389b44\",\"_type\":\"block\",\"children\":[{\"_key\":\"ec29dbb5a9e5\",\"_type\":\"span\",\"marks\":[],\"text\":\"More likely to use basic segmentation, such as channel preference, instead of real-time behavioral data\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dbfdcfc7edf0\",\"_type\":\"block\",\"children\":[{\"_key\":\"6d3b77184c43\",\"_type\":\"span\",\"marks\":[],\"text\":\"That means communication may lack cohesion and miss the moment when a customer is most engaged, reducing conversion opportunities. Siloed point solutions and limited collaboration between marketing and data teams are likely culprits.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9c686bc84580\",\"_type\":\"block\",\"children\":[{\"_key\":\"b8beaaa7ede9\",\"_type\":\"span\",\"marks\":[],\"text\":\"That said, enterprises aren’t ignoring the power of enriched data. They are more likely to:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d1a465fd65ae\",\"_type\":\"block\",\"children\":[{\"_key\":\"9ec6c95deaf3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Augment customer data with third-party and zero-party data sources\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"75ce5ef33878\",\"_type\":\"block\",\"children\":[{\"_key\":\"0dcedf67994f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Apply data modeling techniques to enhance segmentation\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2fcc05ca9352\",\"_type\":\"block\",\"children\":[{\"_key\":\"63bef4b41d98\",\"_type\":\"span\",\"marks\":[],\"text\":\"This suggests a willingness to go deep on data, but a struggle to make it usable in real-time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ba45f2d2a921\",\"_type\":\"block\",\"children\":[{\"_key\":\"7e34b7635b71\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Take action on data, segmentation, and execution\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a4d99c2e29a9\",\"_type\":\"block\",\"children\":[{\"_key\":\"d63d7047d581\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Unify your data sources –\"},{\"_key\":\"c1b2a6644ed9\",\"_type\":\"span\",\"marks\":[],\"text\":\" Integrate disparate data sources to form a comprehensive, unified customer profile that enables you to deliver cohesive and timely communications.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9cf16551adf0\",\"_type\":\"block\",\"children\":[{\"_key\":\"a9aa4c7006dc\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Move beyond basic segmentation –\"},{\"_key\":\"d0c5c4da7f01\",\"_type\":\"span\",\"marks\":[],\"text\":\" Utilize real-time behavioral data and advanced data modeling techniques to create more precise and dynamic customer segments\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0be8d153ca38\",\"_type\":\"block\",\"children\":[{\"_key\":\"bda409605206\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Foster marketing and data team synergy –\"},{\"_key\":\"b5e85f3decf6\",\"_type\":\"span\",\"marks\":[],\"text\":\" Partner with data teams to break down silos, better utilize enriched data, and develop strategies that are both data-driven and customer-centric.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"50565065fe8d\",\"_type\":\"block\",\"children\":[{\"_key\":\"219b839ffdf5\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Personalization and emotional resonance\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"6aaac608b598\",\"_type\":\"block\",\"children\":[{\"_key\":\"a9b34d3037f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"On the personalization front, enterprises score slightly higher on most of the techniques in our survey, from send-time optimization to leveraging past customer behavior like viewed or purchased items. They’re also above average for scalable, tech-driven approaches, particularly:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b6ff0eb79582\",\"_type\":\"block\",\"children\":[{\"_key\":\"f5bdb9ae71fc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Send-time optimization\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f333685fb3a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"31395a4f10e5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Dynamic customer context pulled via APIs\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"75afb726e1af\",\"_type\":\"block\",\"children\":[{\"_key\":\"37b077d33df8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Targeted, personalized web and app content\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a57a3d19bd1b\",\"_type\":\"block\",\"children\":[{\"_key\":\"8645407c39e5\",\"_type\":\"span\",\"marks\":[],\"text\":\"These approaches are mostly automated and don’t require significant manual input, which suggests that some enterprises have more tech than teams at their disposal when it comes to resources. But it’s impossible to tell whether that’s because of strategic intent or financial constraints.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cc55029903f1\",\"_type\":\"block\",\"children\":[{\"_key\":\"986c747ef4a6\",\"_type\":\"span\",\"marks\":[],\"text\":\"This tech preference is also reflected in how enterprises address emotional resonance, where we find another interesting divide. While 85% of organizations are at least somewhat concerned about emotional impact, only 78% of surveyed enterprise marketers are.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ced21893e5a2\",\"_type\":\"block\",\"children\":[{\"_key\":\"f08e25d166c4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Whether that’s a sign of confidence or a lower prioritization is unclear, but when enterprises do try to enhance emotional impact, they’re more inclined towards tech-based tactics like:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b905de7f5ff8\",\"_type\":\"block\",\"children\":[{\"_key\":\"ea26131773ae\",\"_type\":\"span\",\"marks\":[],\"text\":\"Personalizing messages based on customer data and channel preferences\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"014752b4ae55\",\"_type\":\"block\",\"children\":[{\"_key\":\"2eca8e22a83a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Capitalizing on time-sensitivity or timing using technology\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"40bd01c08657\",\"_type\":\"block\",\"children\":[{\"_key\":\"0c4ad0948bda\",\"_type\":\"span\",\"marks\":[],\"text\":\"Adjusting messages received in a flow based on how each individual engages\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"929925f2c21a\",\"_type\":\"richImage\",\"alt\":\"a chart showing the percentage of tech-driven and content-driven enterprises\",\"asset\":{\"_ref\":\"image-ca146b8c28e90e441f3a0608f7b4b42e9c13bab2-2400x774-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"ae9284484e66\",\"_type\":\"block\",\"children\":[{\"_key\":\"af8527ee6ee1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The top tech-based tactics are as follows:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f8c0b46b4a99\",\"_type\":\"block\",\"children\":[{\"_key\":\"83040930f3ec\",\"_type\":\"span\",\"marks\":[],\"text\":\"Time sensitivity 41%\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9b944443b749\",\"_type\":\"block\",\"children\":[{\"_key\":\"fadc5a8df377\",\"_type\":\"span\",\"marks\":[],\"text\":\"Channel personalization 40%\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2414deb5462c\",\"_type\":\"block\",\"children\":[{\"_key\":\"cca55669be98\",\"_type\":\"span\",\"marks\":[],\"text\":\"Auto flow adjustments 39%\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"42fe2db2745e\",\"_type\":\"block\",\"children\":[{\"_key\":\"d3012bfccad7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Whereas the top content-based tactics are:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"787363f0be51\",\"_type\":\"block\",\"children\":[{\"_key\":\"24023f26bf3f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Community focus 38%\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d0d5460f682e\",\"_type\":\"block\",\"children\":[{\"_key\":\"f81a811e4020\",\"_type\":\"span\",\"marks\":[],\"text\":\"Humour and pop culture 38%\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e36a7d17b295\",\"_type\":\"block\",\"children\":[{\"_key\":\"c7655ca8a814\",\"_type\":\"span\",\"marks\":[],\"text\":\"Social proof 37%\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f3c7ed9b0a29\",\"_type\":\"block\",\"children\":[{\"_key\":\"d10fbd1f082e\",\"_type\":\"span\",\"marks\":[],\"text\":\"While effective, these techniques can equally be applied to a single channel as a cross-channel campaign, so the data reveals little about overall cohesion.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cacac173dc44\",\"_type\":\"block\",\"children\":[{\"_key\":\"34e40b753b0e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Take action on personalization and emotional resonance\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"291615705ea6\",\"_type\":\"block\",\"children\":[{\"_key\":\"9877181f511b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Balance automation with creativity – \"},{\"_key\":\"1ed79966b30c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pair tech-driven personalization with human-centered content for scalable content that still resonates emotionally with your audience\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"91913a05eda7\",\"_type\":\"block\",\"children\":[{\"_key\":\"6e4abe4a9659\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Design for moments, not metrics \"},{\"_key\":\"7b721b3bb0ec\",\"_type\":\"span\",\"marks\":[],\"text\":\"– Go beyond timing and channel optimization by building campaigns around customer journeys, high-influence touchpoints, and real-time engagement\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"070d84b4b5a6\",\"_type\":\"block\",\"children\":[{\"_key\":\"e888eae99336\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Performance measurement and campaign adjustments\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"e6c460fab49f\",\"_type\":\"block\",\"children\":[{\"_key\":\"120918a1c346\",\"_type\":\"span\",\"marks\":[],\"text\":\"Enterprises are strong when it comes to measuring the performance of their customer engagement efforts. They export performance data into business intelligence platforms, use advanced tools to determine efficient or high-value successes, and sync performance feedback with insights from other platforms at a higher rate than average.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"95cd66be892b\",\"_type\":\"block\",\"children\":[{\"_key\":\"303c55ada77d\",\"_type\":\"span\",\"marks\":[],\"text\":\"However, they’re less effective at using that data to inform future campaigns or adjust ones that are already live. Enterprises are:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b3b190a97521\",\"_type\":\"block\",\"children\":[{\"_key\":\"e87141a9f489\",\"_type\":\"span\",\"marks\":[],\"text\":\"Slightly behind on using performance feedback to automatically adjust in-progress campaigns\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f63c4823d8bf\",\"_type\":\"block\",\"children\":[{\"_key\":\"7546ef14fea6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Less likely to review performance results before launching new campaigns\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0e92171d5782\",\"_type\":\"block\",\"children\":[{\"_key\":\"12a0133e5424\",\"_type\":\"span\",\"marks\":[],\"text\":\"This may be due to the complexity of the tech stack, siloed teams, marketers’ access to data expertise, or those resource constraints raising their head again. Whatever the cause, it limits enterprises' ability to turn insight into action.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fda9fc35e685\",\"_type\":\"block\",\"children\":[{\"_key\":\"40cad7b0c428\",\"_type\":\"span\",\"marks\":[],\"text\":\"A unified campaign platform that brings planning, data, and execution together could make it far easier to respond quickly to what’s working and what’s not.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6c0249fcb081\",\"_type\":\"block\",\"children\":[{\"_key\":\"16db19c97171\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Take action on performance measurement and campaign adjustments\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"655876ce363d\",\"_type\":\"block\",\"children\":[{\"_key\":\"5a73c8c77510\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Empower marketers to use live data\"},{\"_key\":\"164d8ecf42ba\",\"_type\":\"span\",\"marks\":[],\"text\":\" – A customer engagement platform streams live data from every channel – and can automate decision-making, letting marketers act on real-time insights without needing external data expertise\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ab276a81152f\",\"_type\":\"block\",\"children\":[{\"_key\":\"1718961b8ab8\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Make performance reviews more than a nice-to-have\"},{\"_key\":\"941a076f7968\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Ensure new campaign planning kicks off by reviewing what worked – and what didn’t – previously\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"21f4c61bcec3\",\"_type\":\"block\",\"children\":[{\"_key\":\"0769c09e1edd\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Create cross-functional ownership \"},{\"_key\":\"ec23a3e4e769\",\"_type\":\"span\",\"marks\":[],\"text\":\"– As before, bring marketing, product, data, and tech teams together to combine expertise for more effective strategy and execution.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7dad60d28658\",\"_type\":\"block\",\"children\":[{\"_key\":\"25b98de6c27d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final thoughts: Many challenges, one solution\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"baf7608cbb74\",\"_type\":\"block\",\"children\":[{\"_key\":\"cb6a081fa5ed\",\"_type\":\"span\",\"marks\":[],\"text\":\"Enterprise organizations face a unique and sometimes surprising set of challenges in customer engagement. Despite seeming tech and resource rich at face value, they’re often held back by structural silos, uneven tech priorities, and resource constraints. 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While new offices are always exciting, for us they represent something much bigger than a new address. They are a reflection of how we think about work, connection, and the role shared space plays in both.\",\"pageTitle\":\"Building spaces for connection: Inside our Bucharest office\",\"slug\":{\"_type\":\"slug\",\"current\":\"braze-bucharest-office\"}},\"title\":\"Building spaces for connection: Inside our Bucharest office\"},{\"_id\":\"8df1aa2d-dfc4-4302-b0f1-12c87ca333b2\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"3b5e74f719fb\",\"_type\":\"block\",\"children\":[{\"_key\":\"924239fa1103\",\"_type\":\"span\",\"marks\":[],\"text\":\"Reducing churn starts with understanding why people leave in the first place. It’s rarely one moment. More often, it’s a pattern of missed signals—subtle shifts in behavior that build up over time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"507fb403211f\",\"_type\":\"block\",\"children\":[{\"_key\":\"b5389efff328\",\"_type\":\"span\",\"marks\":[],\"text\":\"Churn prevention helps brands spot those shifts early and take action while there’s still a chance to turn things around. With the right data and approach, teams can keep more customers engaged, supported, and likely to stay.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"76d2acb75bbf\",\"_type\":\"block\",\"children\":[{\"_key\":\"53dd490120dc\",\"_type\":\"span\",\"marks\":[],\"text\":\"In this guide, we’ll explore what churn prevention involves, the signs worth tracking, and how to build a strategy that supports long-term retention.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"531f353c5b8b\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6f2ffc74bd5\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Contents\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c1b7cf4a3f37\",\"_type\":\"block\",\"children\":[{\"_key\":\"93b92908ef9f\",\"_type\":\"span\",\"marks\":[\"cab850f8ca90\"],\"text\":\"What is churn prevention?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"cab850f8ca90\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/churn-prevention#what\"}],\"style\":\"normal\"},{\"_key\":\"78dacb5e219e\",\"_type\":\"block\",\"children\":[{\"_key\":\"5b99054c2d33\",\"_type\":\"span\",\"marks\":[\"9261620bb797\"],\"text\":\"Why is churn prevention important?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"9261620bb797\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/churn-prevention#why\"}],\"style\":\"normal\"},{\"_key\":\"3af5f4d3c441\",\"_type\":\"block\",\"children\":[{\"_key\":\"ad6dea7ffd25\",\"_type\":\"span\",\"marks\":[\"fbc714660126\"],\"text\":\"Data analytics and churn prevention\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"fbc714660126\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/churn-prevention#data\"}],\"style\":\"normal\"},{\"_key\":\"af9c8fb9b85e\",\"_type\":\"block\",\"children\":[{\"_key\":\"9d6a41425877\",\"_type\":\"span\",\"marks\":[\"337fe0a1adbb\"],\"text\":\"How to prevent customer churn\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"337fe0a1adbb\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/churn-prevention#how\"}],\"style\":\"normal\"},{\"_key\":\"96d5ad29605e\",\"_type\":\"block\",\"children\":[{\"_key\":\"230db4c2aede\",\"_type\":\"span\",\"marks\":[\"d737f8cb5bcc\"],\"text\":\"Key metrics every churn prevention model should include\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"d737f8cb5bcc\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/churn-prevention#key\"}],\"style\":\"normal\"},{\"_key\":\"a79efea36cec\",\"_type\":\"block\",\"children\":[{\"_key\":\"aab89ed8fc74\",\"_type\":\"span\",\"marks\":[\"d5a66d3b6374\"],\"text\":\"A step-by-step framework for building an effective churn prevention strategy\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"d5a66d3b6374\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/churn-prevention#step\"}],\"style\":\"normal\"},{\"_key\":\"78996e3baedc\",\"_type\":\"block\",\"children\":[{\"_key\":\"17584bf7e790\",\"_type\":\"span\",\"marks\":[\"dd22e284a622\"],\"text\":\"Five churn prevention capabilities to look for in your churn prevention software\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"dd22e284a622\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/churn-prevention#churn\"}],\"style\":\"normal\"},{\"_key\":\"6b05ff14851c\",\"_type\":\"block\",\"children\":[{\"_key\":\"d50e8dee9e38\",\"_type\":\"span\",\"marks\":[\"f63e16fd8d44\"],\"text\":\"Final thoughts on churn prevention\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"f63e16fd8d44\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/churn-prevention#final\"}],\"style\":\"normal\"},{\"_key\":\"f5d93af7eaba\",\"_type\":\"block\",\"children\":[{\"_key\":\"c2943d18dea9\",\"_type\":\"span\",\"marks\":[\"8f047d453bb8\"],\"text\":\"FAQs on churn prevention\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"8f047d453bb8\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/churn-prevention#faq\"}],\"style\":\"normal\"},{\"_key\":\"675774dca829\",\"_type\":\"anchor\",\"anchorId\":\"what\"},{\"_key\":\"9fd40cf65122\",\"_type\":\"block\",\"children\":[{\"_key\":\"4dc14f3c71b2\",\"_type\":\"span\",\"marks\":[],\"text\":\"What is churn prevention?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"613111361d48\",\"_type\":\"block\",\"children\":[{\"_key\":\"17b438a5ec0d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Churn prevention is the practice of identifying customers who are at risk of leaving and taking strategic steps to keep them. Rather than relying on reactive winback campaigns, it focuses on early signals and timely, personalized engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c27a75ffb52f\",\"_type\":\"block\",\"children\":[{\"_key\":\"d50ee6350697\",\"_type\":\"span\",\"marks\":[],\"text\":\"There are two common types of churn:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"47de80006590\",\"_type\":\"block\",\"children\":[{\"_key\":\"45114137c498\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Voluntary churn\"},{\"_key\":\"48b85d6d14a7\",\"_type\":\"span\",\"marks\":[],\"text\":\", when a customer chooses to leave—by canceling a subscription, abandoning a service, or uninstalling an app\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"60e2812dfb04\",\"_type\":\"block\",\"children\":[{\"_key\":\"304c0f8cba85\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Involuntary churn\"},{\"_key\":\"aed23b57376d\",\"_type\":\"span\",\"marks\":[],\"text\":\", which happens due to passive issues like payment failures, expired cards, or account errors\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"00ca8fe8abf3\",\"_type\":\"block\",\"children\":[{\"_key\":\"5e54e4e38c14\",\"_type\":\"span\",\"marks\":[],\"text\":\"Involuntary churn often calls for operational fixes. Voluntary churn, on the other hand, gives marketing teams a window to intervene. Spotting behavioral drop-offs—fewer logins, reduced usage, or a dip in message engagement—can highlight where to act.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f569c3bc21be\",\"_type\":\"block\",\"children\":[{\"_key\":\"6fb6036f1ce3\",\"_type\":\"span\",\"marks\":[],\"text\":\"An effective churn prevention model depends on knowing what to look for and responding quickly, before the customer relationship breaks down.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3d526f58a39e\",\"_type\":\"anchor\",\"anchorId\":\"why\"},{\"_key\":\"71fa105483fb\",\"_type\":\"block\",\"children\":[{\"_key\":\"fdedaa54c6bd\",\"_type\":\"span\",\"marks\":[],\"text\":\"Why is churn prevention important?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"e03e5ba45b21\",\"_type\":\"block\",\"children\":[{\"_key\":\"b4d21bc769b3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Churn impacts retention, and retention has real financial value. It can cost \"},{\"_key\":\"f73f40e199fd\",\"_type\":\"span\",\"marks\":[\"4ba901f71bb2\"],\"text\":\"five to seven times\"},{\"_key\":\"64649d993c4e\",\"_type\":\"span\",\"marks\":[],\"text\":\" more to acquire a new customer than to retain an existing one. Over time, loyal customers tend to engage more, spend more, and require less support, too. It’s been shown that \"},{\"_key\":\"0e32283d5eae\",\"_type\":\"span\",\"marks\":[\"5a39ef68ea84\"],\"text\":\"increasing retention by just 5% can lead to profit gains of 25% to 95%\"},{\"_key\":\"324f2e188556\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"4ba901f71bb2\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/complete-guide-to-retention-marketing\"},{\"_key\":\"5a39ef68ea84\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/customer-retention-management\"}],\"style\":\"normal\"},{\"_key\":\"279eba2a3aee\",\"_type\":\"block\",\"children\":[{\"_key\":\"e0637023cb3d\",\"_type\":\"span\",\"marks\":[],\"text\":\"But churn also impacts team efficiency, campaign performance, and long-term brand health. When someone leaves, it’s often the result of a series of missed moments, not just one decision.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3c52df8fb5ac\",\"_type\":\"richImage\",\"alt\":\"a poster explains how to identify segment and create a message\",\"asset\":{\"_ref\":\"image-2a9ca1199329374f153acde9e4055b5a47ba8a03-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"fa8a24fb472d\",\"_type\":\"block\",\"children\":[{\"_key\":\"7378fcdc4208\",\"_type\":\"span\",\"marks\":[],\"text\":\"Churn prevention helps brands respond before that happens. It supports stronger, more connected experiences throughout the lifecycle—keeping customers engaged, satisfied, and willing to come back. That makes it a real driver of growth.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"780650160ccb\",\"_type\":\"anchor\",\"anchorId\":\"data\"},{\"_key\":\"b89b23fc2698\",\"_type\":\"block\",\"children\":[{\"_key\":\"995f647de65d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Data analytics and churn prevention\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"bf0fdcf458aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"868e2b578e4c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Preventing churn starts long before a customer walks away. To stop silent disengagement, you need to understand what’s shifting beneath the surface—and why.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"873664381ab5\",\"_type\":\"block\",\"children\":[{\"_key\":\"57b925eb57dd\",\"_type\":\"span\",\"marks\":[],\"text\":\"Data analytics brings that picture into focus. By tracking behavioral patterns over time, teams can identify early signs of friction, spot critical drop-off points, and build a clearer view of what churn looks like in context.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3366dfdecd71\",\"_type\":\"block\",\"children\":[{\"_key\":\"517353ec91e2\",\"_type\":\"span\",\"marks\":[],\"text\":\"For example, you might notice:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"54287be2dfa4\",\"_type\":\"block\",\"children\":[{\"_key\":\"91376f2eed7e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Drop-offs after onboarding or feature discovery\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"52bdfaca20c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"67615e1308c2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Increased support tickets before cancellations\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fe6b120afbcd\",\"_type\":\"block\",\"children\":[{\"_key\":\"084ee09bdd2c\",\"_type\":\"span\",\"marks\":[],\"text\":\"A typical “dormancy window” for new users who never convert\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"84951dc06eeb\",\"_type\":\"block\",\"children\":[{\"_key\":\"3b17a527b4a4\",\"_type\":\"span\",\"marks\":[],\"text\":\"These insights help shape a more effective approach to customer churn prediction and prevention. By mapping known risk signals to historical user journeys, you can intervene early and meaningfully, well before a final decision is made.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"541e7ef4d516\",\"_type\":\"block\",\"children\":[{\"_key\":\"448237ccfdfc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Advanced churn prevention tools like \"},{\"_key\":\"c7245a8fe35d\",\"_type\":\"span\",\"marks\":[\"c6100150bc80\"],\"text\":\"Braze Predictive Churn\"},{\"_key\":\"fd2713a6529a\",\"_type\":\"span\",\"marks\":[],\"text\":\" go further, combining real-time behavior with machine learning models to help teams prioritize high-risk segments and deploy timely outreach at scale.\"}],\"markDefs\":[{\"_key\":\"c6100150bc80\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-predictive-churn\"}],\"style\":\"normal\"},{\"_key\":\"dc763815fa24\",\"_type\":\"anchor\",\"anchorId\":\"how\"},{\"_key\":\"82b4cff63962\",\"_type\":\"block\",\"children\":[{\"_key\":\"59a06dbc4b42\",\"_type\":\"span\",\"marks\":[],\"text\":\"How to prevent customer churn\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"58c059c9fb0f\",\"_type\":\"block\",\"children\":[{\"_key\":\"9614a6fd83fa\",\"_type\":\"span\",\"marks\":[],\"text\":\"Disengagement doesn’t look the same for everyone, but it can leave a trail. And if you spot it, you’ll want to \"},{\"_key\":\"5a0ff66890d0\",\"_type\":\"span\",\"marks\":[\"a35ff9166d26\"],\"text\":\"reduce churn\"},{\"_key\":\"0a2bdad8c282\",\"_type\":\"span\",\"marks\":[],\"text\":\", or better still, prevent it.\"}],\"markDefs\":[{\"_key\":\"a35ff9166d26\",\"_type\":\"link\",\"href\":\"https://www.braze.com/solutions/reduce-churn\"}],\"style\":\"normal\"},{\"_key\":\"a03e45cfa0f0\",\"_type\":\"block\",\"children\":[{\"_key\":\"6ceccf3c31f5\",\"_type\":\"span\",\"marks\":[],\"text\":\"By watching for specific behavioral shifts, teams can identify which users are starting to lose interest and step in with timely support. Some of the most telling signs include:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d92529940de7\",\"_type\":\"block\",\"children\":[{\"_key\":\"0dbe7657b206\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Drop in engagement\"},{\"_key\":\"e6abe2b56b36\",\"_type\":\"span\",\"marks\":[],\"text\":\": Fewer email opens, push taps, or app visits can point to fading attention.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b3d82a9ad515\",\"_type\":\"block\",\"children\":[{\"_key\":\"26009658ee02\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Slowed product usage\"},{\"_key\":\"87ae901c8af4\",\"_type\":\"span\",\"marks\":[],\"text\":\": A user logging in less often—or not at all—may be struggling to see ongoing value.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d816489154fe\",\"_type\":\"block\",\"children\":[{\"_key\":\"7e1e6afb0164\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Renewal hesitation\"},{\"_key\":\"e746779208b4\",\"_type\":\"span\",\"marks\":[],\"text\":\": Late payments or downgrades often reflect second thoughts.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"29f1643577fc\",\"_type\":\"block\",\"children\":[{\"_key\":\"92fe2515cd45\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Support red flags\"},{\"_key\":\"d94b948c5da9\",\"_type\":\"span\",\"marks\":[],\"text\":\": Unresolved issues or low satisfaction scores can quietly erode trust.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8519da10a47f\",\"_type\":\"block\",\"children\":[{\"_key\":\"c0ef7ca3ecf8\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Unfinished onboarding\"},{\"_key\":\"dd8ba979e4a6\",\"_type\":\"span\",\"marks\":[],\"text\":\": Skipped tutorials or ignored key features can put long-term retention at risk.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bfa6991e2127\",\"_type\":\"block\",\"children\":[{\"_key\":\"9c67c8a69ef8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Each of these signs can help inform the metrics you track, and the actions you take next.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7583ea45ae09\",\"_type\":\"anchor\",\"anchorId\":\"key\"},{\"_key\":\"9436aebc26a7\",\"_type\":\"block\",\"children\":[{\"_key\":\"7656b2771b9f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Key metrics every churn prevention model should include\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"e64094a9f7bd\",\"_type\":\"block\",\"children\":[{\"_key\":\"35835347e8cf\",\"_type\":\"span\",\"marks\":[],\"text\":\"Not all metrics serve the same purpose. Some highlight churn after it happens, while others help you predict and prevent it before it begins. Grouping your metrics by what they reveal makes it easier to diagnose problems, personalize responses, and refine your strategy.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ae671ab26bcf\",\"_type\":\"block\",\"children\":[{\"_key\":\"1f4f9c6a7f67\",\"_type\":\"span\",\"marks\":[],\"text\":\"Retention and churn indicators\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"5431dcf68072\",\"_type\":\"block\",\"children\":[{\"_key\":\"a34013e7d166\",\"_type\":\"span\",\"marks\":[],\"text\":\"Start with the big picture. These metrics help track customer loyalty and overall business health.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8f1af1a0a54d\",\"_type\":\"block\",\"children\":[{\"_key\":\"ad65c6f6424d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Churn rate\"},{\"_key\":\"525810d6937e\",\"_type\":\"span\",\"marks\":[],\"text\":\": The percentage of customers who stop using your product during a set period. This gives you a baseline to monitor changes over time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3f18f85eedab\",\"_type\":\"block\",\"children\":[{\"_key\":\"2be8bf61c7fb\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Retention rate\"},{\"_key\":\"6274f8def26d\",\"_type\":\"span\",\"marks\":[],\"text\":\": The inverse of churn, showing how many customers stick around—and for how long.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"00a14edd1f06\",\"_type\":\"block\",\"children\":[{\"_key\":\"8134eea078b4\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Customer lifetime value (LTV)\"},{\"_key\":\"dc7287428ae3\",\"_type\":\"span\",\"marks\":[],\"text\":\": An estimate of how much revenue a customer generates over the course of their relationship. Strong LTV signals deeper engagement and longer-term loyalty.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"083bd1e3aa7f\",\"_type\":\"block\",\"children\":[{\"_key\":\"edcf17b1e53e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Engagement and behavior signals\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"8933a14ada91\",\"_type\":\"block\",\"children\":[{\"_key\":\"f6278f4f7df5\",\"_type\":\"span\",\"marks\":[],\"text\":\"To stop churn before it happens, you need to know when people start to drift. These metrics indicate disengagement in real time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0baaa19ece3a\",\"_type\":\"block\",\"children\":[{\"_key\":\"9f27151cf6d5\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Engagement drop-off points\"},{\"_key\":\"06c192a57ff8\",\"_type\":\"span\",\"marks\":[],\"text\":\": Identify when and where users stop opening emails, logging in, or interacting with your content.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b1df7e76da3f\",\"_type\":\"block\",\"children\":[{\"_key\":\"b294d1734afc\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Reactivation rate\"},{\"_key\":\"0073beb2f721\",\"_type\":\"span\",\"marks\":[],\"text\":\": Track how many lapsed users return after targeted re-engagement campaigns.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a5a900f73503\",\"_type\":\"block\",\"children\":[{\"_key\":\"65da4606349e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Time to value (TTV)\"},{\"_key\":\"e9b850e64200\",\"_type\":\"span\",\"marks\":[],\"text\":\": The time it takes for a new customer to achieve their first meaningful outcome. A long TTV often predicts early churn, especially during onboarding.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c9225292bdda\",\"_type\":\"block\",\"children\":[{\"_key\":\"f09cd872cb45\",\"_type\":\"span\",\"marks\":[],\"text\":\"Experience and satisfaction metrics\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6c6437c640de\",\"_type\":\"block\",\"children\":[{\"_key\":\"54cd45113201\",\"_type\":\"span\",\"marks\":[],\"text\":\"Poor experiences and unmet expectations can also drive people away. These metrics reveal hidden risks.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ee5e0b2c32b0\",\"_type\":\"block\",\"children\":[{\"_key\":\"f34e4379c243\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"CSAT or NPS trends\"},{\"_key\":\"94f35024a2c8\",\"_type\":\"span\",\"marks\":[],\"text\":\": Monitor how satisfied customers feel, and how willing they are to recommend your brand. Declining scores often precede churn.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bf9e560cbf0e\",\"_type\":\"block\",\"children\":[{\"_key\":\"adc47ba3e195\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Support interactions\"},{\"_key\":\"e4a22b949214\",\"_type\":\"span\",\"marks\":[],\"text\":\": Repeated complaints, unresolved issues, or slow response times can quietly erode trust and push users toward the exit.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"60b5d7282273\",\"_type\":\"anchor\",\"anchorId\":\"step\"},{\"_key\":\"cf258bc80138\",\"_type\":\"block\",\"children\":[{\"_key\":\"c2c5941eb4e7\",\"_type\":\"span\",\"marks\":[],\"text\":\"A step-by-step framework for building an effective churn prevention strategy\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"dc9df1e8603c\",\"_type\":\"block\",\"children\":[{\"_key\":\"d344ed103fb8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Insights alone won’t change the outcome. To truly prevent churn, you need a strategy that connects what you know, with what you do next.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f4a9e7303621\",\"_type\":\"block\",\"children\":[{\"_key\":\"bb6c2572d003\",\"_type\":\"span\",\"marks\":[],\"text\":\"The steps below bring structure to that work. They help turn risk into action, and \"},{\"_key\":\"e556ece2082a\",\"_type\":\"span\",\"marks\":[\"46f17082466c\"],\"text\":\"action into retention\"},{\"_key\":\"347b08e206ea\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"46f17082466c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/retention-in-action\"}],\"style\":\"normal\"},{\"_key\":\"f0c9f78714ce\",\"_type\":\"block\",\"children\":[{\"_key\":\"184036f1d741\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Connect and centralize your customer data\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0ce56dd185fd\",\"_type\":\"block\",\"children\":[{\"_key\":\"62bcc68bc4f2\",\"_type\":\"span\",\"marks\":[],\"text\":\"You can’t act on churn risk without a clear picture of how customers interact across channels. Earlier, we looked at the kinds of data worth tracking—now it’s about bringing those insights together in one place.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5915d86abe5d\",\"_type\":\"block\",\"children\":[{\"_key\":\"859138d56f3b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Combine behavioral signals, engagement history, support interactions, and product usage data into a unified customer view. This gives your team the context they need to act quickly and with confidence.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"acc0381c13a9\",\"_type\":\"richImage\",\"alt\":\"a purple and orange graphic that says data unification\",\"asset\":{\"_ref\":\"image-0ad2682e6f11b84f361c2ec93533af076257a3c0-2400x1258-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"171fd28c6608\",\"_type\":\"block\",\"children\":[{\"_key\":\"1f7794f77be1\",\"_type\":\"span\",\"marks\":[],\"text\":\"In setups where data updates in real time and links to unified customer profiles, teams can quickly segment audiences, personalize responses, and act while there's still a chance to change the outcome.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f624ca404486\",\"_type\":\"block\",\"children\":[{\"_key\":\"7eca7fd20a0e\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Identify at-risk segments\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"2f392b8f748d\",\"_type\":\"block\",\"children\":[{\"_key\":\"a7d92b6449d7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Disengagement doesn’t follow a single pattern. Some users taper off gradually, while others disconnect after a moment of confusion or unmet need. Segmentation helps you group users based on behavior, so your outreach feels relevant—and lands when it matters most.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d91286b62d9e\",\"_type\":\"block\",\"children\":[{\"_key\":\"e380d86cd78a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Start with rule-based segments, such as:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9bb57b4152d8\",\"_type\":\"block\",\"children\":[{\"_key\":\"2b7a7903069c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Users who haven’t engaged in the last 14 days\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8c5926c1a297\",\"_type\":\"block\",\"children\":[{\"_key\":\"33a123256890\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customers who contacted support but didn’t convert\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f9580146669e\",\"_type\":\"block\",\"children\":[{\"_key\":\"83d86d065a1d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Visitors to your cancellation page who didn’t complete the process\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"749809418c02\",\"_type\":\"block\",\"children\":[{\"_key\":\"671f43281b61\",\"_type\":\"span\",\"marks\":[],\"text\":\"Or you can take it further with predictive tools, which score users based on their likelihood to leave, giving you a prioritized list of who needs attention first.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a38bf82c8ea0\",\"_type\":\"richImage\",\"alt\":\"a diagram showing the interaction feedback loop\",\"asset\":{\"_ref\":\"image-7736c826a186d632a259a1fa9c7a313cdbb87199-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"7e8c1276166a\",\"_type\":\"block\",\"children\":[{\"_key\":\"4ab2830bc176\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Act fast when risk appears\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"890144b6a30c\",\"_type\":\"block\",\"children\":[{\"_key\":\"c14db3636f99\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once churn signals show up, timing becomes critical. A delayed response can turn hesitation into a lost customer.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"17072112e214\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6088bc21963\",\"_type\":\"span\",\"marks\":[],\"text\":\"Build real-time triggers around behaviors like missed logins, abandoned carts, skipped onboarding steps, or stalled subscriptions. These moments should automatically kick off helpful, relevant journeys.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2d0c000d6c68\",\"_type\":\"block\",\"children\":[{\"_key\":\"cc21217a3478\",\"_type\":\"span\",\"marks\":[],\"text\":\"A subtle in-app reminder, a “Need help?” email, or a push with a value reminder could be the nudge that changes the outcome.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"05de5189b221\",\"_type\":\"block\",\"children\":[{\"_key\":\"c4a984354c2a\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Deliver value early and often\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"17b03f159c5c\",\"_type\":\"block\",\"children\":[{\"_key\":\"b229ee1b125d\",\"_type\":\"span\",\"marks\":[],\"text\":\"People are more likely to stay when they quickly understand how your product helps them. That initial moment of clarity—when something clicks—sets the tone for the rest of the relationship.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7b0925807d73\",\"_type\":\"block\",\"children\":[{\"_key\":\"f812c19544c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"A helpful onboarding experience is only the beginning. You need to keep reinforcing that value at every stage, using what you know about the customer to guide them toward features, tools, or content that genuinely support their goals.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cc9a398e2ffa\",\"_type\":\"block\",\"children\":[{\"_key\":\"381ac9ec9dfa\",\"_type\":\"span\",\"marks\":[],\"text\":\"Some examples:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7b13471c72d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"8e6713767ebb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Highlight key features through contextual walkthroughs\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5abae590f9b8\",\"_type\":\"block\",\"children\":[{\"_key\":\"3ec43e5c7b81\",\"_type\":\"span\",\"marks\":[],\"text\":\"Send follow-ups that recommend useful tools based on recent activity\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0eba7de45678\",\"_type\":\"block\",\"children\":[{\"_key\":\"9ccdfd0439a9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Offer short tips or prompts that make it easier to take the next step\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7e3ee54c53be\",\"_type\":\"block\",\"children\":[{\"_key\":\"ad41235be86d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Clear, consistent support helps users stay engaged—not out of habit, but because it makes sense to.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f94fc991ab2a\",\"_type\":\"block\",\"children\":[{\"_key\":\"c292941d5264\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Design targeted interventions\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"43b9f8c6542d\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2b8fc8d76b2\",\"_type\":\"span\",\"marks\":[],\"text\":\"A new user pausing mid-onboarding needs something different than a long-term customer going quiet.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5b46e6aa5a94\",\"_type\":\"block\",\"children\":[{\"_key\":\"f15151a65199\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tailor your outreach to reflect the user’s experience so far. That could mean:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8d512506ded3\",\"_type\":\"block\",\"children\":[{\"_key\":\"3eb1ed1e5d0c\",\"_type\":\"span\",\"marks\":[],\"text\":\"A short walkthrough for someone who skipped setup steps\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5cfd5b557e96\",\"_type\":\"block\",\"children\":[{\"_key\":\"73934e22a4ca\",\"_type\":\"span\",\"marks\":[],\"text\":\"A thoughtful message for a long-time user who hasn’t returned\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3cdafe7b2e8f\",\"_type\":\"block\",\"children\":[{\"_key\":\"ecf139f886eb\",\"_type\":\"span\",\"marks\":[],\"text\":\"A direct follow-up after a negative support interaction\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"54f05587717d\",\"_type\":\"block\",\"children\":[{\"_key\":\"d9d8bc38d2f4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Generic winback campaigns rarely change minds. Interventions work best when they feel specific, timely, and considered.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"72cf252d5edd\",\"_type\":\"block\",\"children\":[{\"_key\":\"785b84b94d1e\",\"_type\":\"span\",\"marks\":[],\"text\":\"6. Use feedback to your advantage\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"fbe7e160f06e\",\"_type\":\"block\",\"children\":[{\"_key\":\"1d2c69fdeff4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Cancellation reasons, support complaints, and product feedback offer clarity on where the experience is falling short.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"18e363d4db2b\",\"_type\":\"block\",\"children\":[{\"_key\":\"52d55422f54f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Track themes in exit surveys and service interactions. Spot where users are getting stuck or losing confidence. Then use those insights to shape proactive campaigns—whether that means tweaking onboarding, refining value messaging, or offering alternatives before renewal.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0d9fe71a539d\",\"_type\":\"block\",\"children\":[{\"_key\":\"8f06669ad6b8\",\"_type\":\"span\",\"marks\":[],\"text\":\"7. Reconnect through cross-channel messaging\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"ea100954b9c3\",\"_type\":\"block\",\"children\":[{\"_key\":\"1c61e993bb11\",\"_type\":\"span\",\"marks\":[],\"text\":\"Sticking to a single channel makes it easy for messages to go unnoticed. A cross-channel approach increases the odds of reaching customers where they’re most responsive.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"20f66e1815b5\",\"_type\":\"block\",\"children\":[{\"_key\":\"13ce3f71f05c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use coordinated messaging across:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b95fe0119b7d\",\"_type\":\"block\",\"children\":[{\"_key\":\"c5353965519f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Email\"},{\"_key\":\"c954713eb799\",\"_type\":\"span\",\"marks\":[],\"text\":\" for longer content or detailed updates\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a15d5f972625\",\"_type\":\"block\",\"children\":[{\"_key\":\"72584d95ea5d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Push notifications\"},{\"_key\":\"ace81dbe3b4b\",\"_type\":\"span\",\"marks\":[],\"text\":\" for quick reminders or nudges\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8765e6a4e6e7\",\"_type\":\"block\",\"children\":[{\"_key\":\"7e5b5ddc5ce6\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"In-app\"},{\"_key\":\"61f035f1dedf\",\"_type\":\"span\",\"marks\":[],\"text\":\" messages for timely, contextual guidance\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ba3d6beb9747\",\"_type\":\"block\",\"children\":[{\"_key\":\"c4172dc63ed1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"SMS\"},{\"_key\":\"4ae854933211\",\"_type\":\"span\",\"marks\":[],\"text\":\" for urgent or time-sensitive communications\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"80f1c7899d64\",\"_type\":\"block\",\"children\":[{\"_key\":\"e6800b75f226\",\"_type\":\"span\",\"marks\":[],\"text\":\"Let user behavior and preferences shape the mix. A unified strategy across channels makes re-engagement feel natural—not intrusive.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"527ed6e38e81\",\"_type\":\"block\",\"children\":[{\"_key\":\"7442356e982b\",\"_type\":\"span\",\"marks\":[],\"text\":\"8. Make customer support part of your strategy\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e9511467ef46\",\"_type\":\"block\",\"children\":[{\"_key\":\"136b02b2ef16\",\"_type\":\"span\",\"marks\":[],\"text\":\"Your support team is often the first to see signs of frustration. But too often, their insights aren’t looped back into marketing or product strategy.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cf333834579c\",\"_type\":\"block\",\"children\":[{\"_key\":\"f8b1d942d871\",\"_type\":\"span\",\"marks\":[],\"text\":\"By integrating support data into your lifecycle campaigns, you can:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"af43a88edfd5\",\"_type\":\"block\",\"children\":[{\"_key\":\"7ed0467fa311\",\"_type\":\"span\",\"marks\":[],\"text\":\"Escalate unresolved issues into targeted re-engagement flows\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"faeb76a64c6d\",\"_type\":\"block\",\"children\":[{\"_key\":\"e306b4ea677f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Flag churn-prone users for concierge-style follow-up\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3c8b94a7564d\",\"_type\":\"block\",\"children\":[{\"_key\":\"f55e4065ded6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Trigger satisfaction surveys or net promoter score (NPS) requests post-resolution\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c4c5b88ceec4\",\"_type\":\"block\",\"children\":[{\"_key\":\"eb028141038e\",\"_type\":\"span\",\"marks\":[],\"text\":\"9. Test, learn, and refine\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"9f4777327d7f\",\"_type\":\"block\",\"children\":[{\"_key\":\"8e91f34bc2ef\",\"_type\":\"span\",\"marks\":[],\"text\":\"There’s no “perfect” churn strategy. What works today might underperform next quarter. So experimentation is key.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cf45ebb111a0\",\"_type\":\"richImage\",\"alt\":\"a diagram showing the stages of data activation and continuous insight and feedback\",\"asset\":{\"_ref\":\"image-2bd6eb11cccaea1ae7a156000fbfc984794cd1e5-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"d0d321568097\",\"_type\":\"block\",\"children\":[{\"_key\":\"b9ae1f944d8c\",\"_type\":\"span\",\"marks\":[],\"text\":\"A/B test everything from subject lines to offer types to send times. Try different re-engagement incentives or content angles. Use reporting tools to monitor what’s working, and where you can improve.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"107ecbf83e03\",\"_type\":\"block\",\"children\":[{\"_key\":\"7c98038e3572\",\"_type\":\"span\",\"marks\":[],\"text\":\"The best churn prevention strategies evolve with your audience and become more resilient with each adaptation.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7f4253aeede0\",\"_type\":\"anchor\",\"anchorId\":\"churn\"},{\"_key\":\"cf81ea10508e\",\"_type\":\"block\",\"children\":[{\"_key\":\"74496845fc26\",\"_type\":\"span\",\"marks\":[],\"text\":\"5 churn prevention capabilities to look for in your churn prevention software\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"38bf7ace26de\",\"_type\":\"block\",\"children\":[{\"_key\":\"e407ed273ed7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer engagement platforms like Braze are designed to help brands tackle customer churn prediction and prevention with speed, scale, and precision. From real-time segmentation to personalized journeys, here are the key capabilities built into Braze that support effective churn prevention strategies.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5c12286d5681\",\"_type\":\"block\",\"children\":[{\"_key\":\"423c80953a90\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Real-time segmentation\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"05fc28bc68a2\",\"_type\":\"block\",\"children\":[{\"_key\":\"5558ca071bcb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze makes it easy to build \"},{\"_key\":\"4bb4653b357c\",\"_type\":\"span\",\"marks\":[\"3f00fef0c8db\"],\"text\":\"dynamic segments\"},{\"_key\":\"dbc91747c19c\",\"_type\":\"span\",\"marks\":[],\"text\":\" based on live customer behavior. Whether you want to target users who haven’t logged in for 14 days or those who skipped key onboarding steps, segmentation in Braze updates automatically—so your messages reach the right audience at the right time.\"}],\"markDefs\":[{\"_key\":\"3f00fef0c8db\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/embracing-accurate-segmentation-to-drive-real-time-connected-communications-and-higher-roi\"}],\"style\":\"normal\"},{\"_key\":\"94bcfb43d88f\",\"_type\":\"block\",\"children\":[{\"_key\":\"e88447eae4a7\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Predictive churn analytics\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7ba8fdb21046\",\"_type\":\"block\",\"children\":[{\"_key\":\"0f87b85de506\",\"_type\":\"span\",\"marks\":[],\"text\":\"With \"},{\"_key\":\"2d295fa19045\",\"_type\":\"span\",\"marks\":[\"aae0b1d597f4\"],\"text\":\"Braze Predictive Suite\"},{\"_key\":\"61bf1eaa9445\",\"_type\":\"span\",\"marks\":[],\"text\":\", teams can define what churn looks like in their business, then use machine learning to score each user based on their likelihood to leave. These churn risk scores help prioritize outreach and power more focused, personalized re-engagement strategies.\"}],\"markDefs\":[{\"_key\":\"aae0b1d597f4\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/complete-guide-to-retention-marketing\"}],\"style\":\"normal\"},{\"_key\":\"5001509f9342\",\"_type\":\"block\",\"children\":[{\"_key\":\"b0c6ff43d6da\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Cross-channel journey orchestration\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"d03a175f0721\",\"_type\":\"block\",\"children\":[{\"_key\":\"eeff1bd053d5\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Braze Canvas journey builder lets marketers \"},{\"_key\":\"5663cefe2e0c\",\"_type\":\"span\",\"marks\":[\"d03f6a249915\"],\"text\":\"coordinate messages across channels\"},{\"_key\":\"f82a26fe6331\",\"_type\":\"span\",\"marks\":[],\"text\":\" like email, push, SMS, in-app, and web. This cross-channel approach helps reduce missed opportunities and makes it easier to catch at-risk users with timely, relevant nudges—wherever they are.\"}],\"markDefs\":[{\"_key\":\"d03f6a249915\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/master-cross-channel-optimization\"}],\"style\":\"normal\"},{\"_key\":\"45ebf835df1f\",\"_type\":\"block\",\"children\":[{\"_key\":\"141da932dc5a\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Personalization at scale\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e2e0af86d0fa\",\"_type\":\"block\",\"children\":[{\"_key\":\"dd6cad6b9b83\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze supports a range of \"},{\"_key\":\"d426d8f24755\",\"_type\":\"span\",\"marks\":[\"fab95d5bc363\"],\"text\":\"personalization tools\"},{\"_key\":\"215d04b6b602\",\"_type\":\"span\",\"marks\":[],\"text\":\", from Liquid templating and Connected Content to AI-powered item recommendations. These features allow brands to tailor content to each user’s context, behavior, and preferences—boosting the chances of re-engagement and long-term retention.\"}],\"markDefs\":[{\"_key\":\"fab95d5bc363\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/personalization-at-scale\"}],\"style\":\"normal\"},{\"_key\":\"a13147cad0ca\",\"_type\":\"block\",\"children\":[{\"_key\":\"f1dee4f53fcf\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Built-in testing and optimization\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a7e1650760cb\",\"_type\":\"block\",\"children\":[{\"_key\":\"bff7a6cdcde9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Churn prevention strategies aren’t static. Braze offers A/B testing, multivariate testing, and Personalized Variant tools to help brands experiment with message formats, timing, and content. Marketers can learn what works, \"},{\"_key\":\"977bb0c4eccf\",\"_type\":\"span\",\"marks\":[\"c381f36b8fb7\"],\"text\":\"refine their campaigns\"},{\"_key\":\"9f3f7003f50b\",\"_type\":\"span\",\"marks\":[],\"text\":\", and continuously improve retention performance.\"}],\"markDefs\":[{\"_key\":\"c381f36b8fb7\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/2025-braze-reporting-announcements\"}],\"style\":\"normal\"},{\"_key\":\"a464cd9fd30d\",\"_type\":\"anchor\",\"anchorId\":\"final\"},{\"_key\":\"419b949388af\",\"_type\":\"block\",\"children\":[{\"_key\":\"9d69d10ae87e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Final thoughts on churn prevention\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"c3a676f9166b\",\"_type\":\"block\",\"children\":[{\"_key\":\"be73f8036f7d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Churn prevention is a way of working that prioritizes long-term connection over short-term wins. When teams pay attention to what customers are telling them through behavior, sentiment, or silence, they gain the insight needed to act with care and clarity.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5cccd252fe3e\",\"_type\":\"block\",\"children\":[{\"_key\":\"ead2090f3e01\",\"_type\":\"span\",\"marks\":[],\"text\":\"The most effective strategies don’t rely on last-minute discounts or one-size-fits-all messages. They’re rooted in data, built around real moments, and shaped by what each person needs next. 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