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uppercase">FEATURED CHANNELS</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/product/email"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="mail-01"><use href="/icons/sprites.svg#mail-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Email</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/mobile-app-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-02"><use href="/icons/sprites.svg#phone-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Mobile App Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/web-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="browser"><use href="/icons/sprites.svg#browser"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Web Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/sms"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="message-text-square-02"><use href="/icons/sprites.svg#message-text-square-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">SMS/RCS</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/whatsapp"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-call-01"><use href="/icons/sprites.svg#phone-call-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">WhatsApp</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/cross-channel-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="dots-grid"><use href="/icons/sprites.svg#dots-grid"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md text-purple-700">View all channels</span></div></a></li></ul></div><div class="nav-dropdown__section-footer flex flex-wrap sm:flex-nowrap p-2 sm:p-3 bg-[#C9C4FF80] relative z-10 gap-3 items-end sm:justify-between xl:justify-start rounded-lg mt-4"><div class="flex gap-2 sm:gap-3"><span class="flex items-center justify-center flex-none size-8 text-purple-700 mr-2 xl:mr-0"><svg width="20" height="20" role="img" aria-label="star-02"><use href="/icons/sprites.svg#star-02"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="font-semibold text-gray-900 text-md">How It Works</span><p class="font-normal text-gray-600 text-sm">Get a breakdown of our vertically- integrated technology</p></div></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[14px] py-2 text-sm bg-white border border-transparent text-gray-900 shadow-xs hover:bg-[#F9FAFB] active:bg-white active:border-[#D0D5DD] active:border disabled:bg-white disabled:border-[#EAECF0] disabled:border disabled:text-[#98A2B3] w-full" href="/product">Learn More</a></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" aria-expanded="false">Solutions<svg width="20" height="20" role="img" aria-label="chevron-down" class="transition-transform !duration-150"><use href="/icons/sprites.svg#chevron-down"></use></svg></button><div id="nav-dropdown-Solutions" class="nav-dropdown__content absolute top-0 xl:top-full left-0 w-full pb-10 xl:pb-0 h-[calc(100vh-72px)] xl:h-auto flex flex-col overflow-y-auto overflow-x-hidden xl:overflow-hidden bg-white xl:border xl:border-gray-200 xl:shadow-lg transition !duration-300 transform origin-top pointer-events-none -z-1 opacity-0 translate-x-full xl:translate-x-0" aria-hidden="true" inert="true"><div class="container transition delay-150 !duration-300 origin-center xl:opacity-0 xl:translate-y-[5px]"><div class="mt-10 mb-4 xl:hidden"><button type="button" class="items-center justify-center text-center transition-colors sm:w-fit whitespace-nowrap relative z-10 font-aribauGrotesk font-bold text-sm flex gap-2 rounded-none border-none p-0 text-gray-600 shadow-none w-fit 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href="/solutions/media-entertainment"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="video-recorder"><use href="/icons/sprites.svg#video-recorder"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Media & Entertainment</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/gaming"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="gaming-pad-01"><use href="/icons/sprites.svg#gaming-pad-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Gaming</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/on-demand"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" 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text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="trend-up-01"><use href="/icons/sprites.svg#trend-up-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Optimize Onboarding</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/boost-productivity"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="pencil-01"><use href="/icons/sprites.svg#pencil-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Boost Productivity</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/improve-acquisition"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="pie-chart-01"><use 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class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Increase Engagement</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Braze For</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/braze-for-engineering"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-01"><use href="/icons/sprites.svg#code-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Engineering</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/braze-for-startups"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-03"><use 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srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75"/></div><div class="flex w-full flex-col gap-3 pt-6"><span class="text-md font-semibold text-gray-900">2026 Global Customer Engagement Review</span><span class="text-md font-normal text-gray-600">For our sixth Global CER, we surveyed over 2,200 marketing leaders and analyzed upwards of 6 billion data points spanning more than 750 brands</span></div></div></a></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs 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font-semibold text-md">Braze Alloys</span><span class="text-sm font-normal text-gray-600">Explore and connect with our trusted Technology or Solutions partners</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/solutions-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-01"><use href="/icons/sprites.svg#users-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Delivery Partners</span><span class="text-sm font-normal text-gray-600">Discover our partnerships with the world's leading agencies, consultancies, and system integrators</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/technology-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-02"><use 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md:before:hidden md:bg-gradient-hero"><div class="container relative z-10 pt-6 md:pb-8"><div class="flex gap-1 text-xs"><a aria-label="Link to resources" 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="/resources">Resources</a><span class="text-white text-md">/</span><a aria-label="Link to articles" 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="/resources/articles">Blog</a><span class="text-white text-md">/</span><a aria-label="Link to braze winter 2021 product launch" 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="/resources/articles/braze-winter-2021-product-launch">Braze Winter 2021 Pr...</a></div><script type="application/ld+json">{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Resources","item":"https://www.braze.com/resources"},{"@type":"ListItem","position":2,"name":"Blog","item":"https://www.braze.com/resources/articles"},{"@type":"ListItem","position":3,"name":"Braze Winter 2021 Pr...","item":"https://www.braze.com/resources/articles/braze-winter-2021-product-launch"}]}</script><div class="mt-8 flex flex-col gap-6 sm:mt-12 md:flex-row md:pb-16"><div class="flex shrink-0 grow basis-0 flex-col gap-8"><h1 class="text-display-md font-bold text-white">Braze Winter 2021 Product Launch: Creating Opportunities In Unpredictable Times</h1><p class="flex gap-3 text-xs font-extrabold text-white"><span>Published on January 26, 2021</span><span>/</span><span>Last edited on January 26, 2021</span><span>/</span><span>7<!-- --> min read</span></p></div><div class="shrink-0 grow basis-0"><img alt="Braze Winter 2021 Product Launch: Creating Opportunities In Unpredictable Times" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="h-auto max-h-[352px] w-full rounded-xl object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F3c7691c610f1b7d9fd8330dc657d728d8e4f101c-1400x700.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F3c7691c610f1b7d9fd8330dc657d728d8e4f101c-1400x700.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F3c7691c610f1b7d9fd8330dc657d728d8e4f101c-1400x700.png&w=1200&q=75"/></div></div></div></div><div class="container py-[50px] md:py-24"><div class="flex flex-col gap-8 md:flex-row"><div class="w-full shrink-0 grow-0 basis-full md:w-[72px] md:basis-[72px]"><div class="flex gap-4 text-gray-500 md:sticky md:top-20 md:flex-col"><div class="w-fit cursor-pointer text-gray-500 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grow-0 basis-10 overflow-hidden rounded-full bg-gray-100"><img alt="" loading="lazy" width="160" height="160" decoding="async" data-nimg="1" class="size-full object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fc828cdfa8f4bc46ca539e1e118457c47659dd9e1-512x512.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fc828cdfa8f4bc46ca539e1e118457c47659dd9e1-512x512.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fc828cdfa8f4bc46ca539e1e118457c47659dd9e1-512x512.png&w=384&q=75"/></span><div class="flex flex-col items-start justify-center gap-4 sm:flex-row md:items-center"><h6 class="text-md font-semibold text-gray-900 sm:text-lg">Laura Naparstek</h6><div class="hidden min-h-[30px] border-r-2 border-gray-300 bg-gray-300 sm:block "></div><span class="text-md text-gray-900">Product Marketing Manager, Braze</span></div></div></div><div class="flex flex-col gap-6"><p>2020 was a humbling, chaotic, transformative, and clarifying year. We couldn’t have known what was in store for the world at the beginning of last year, but time and again brands showed <a href="/resources/articles/happyfresh-case-studies" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">resilience</a> and <a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="Link to customers: /tiket-case-study" href="/customers/tiket-case-study">agility</a> in responding to unpredictable times—from brick-and-mortar <a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="Link to resources reports-and-guides: /2020-the-future-of-retail" href="/resources/reports-and-guides/2020-the-future-of-retail">retailers</a> embracing new ecommerce and fulfillment strategies to <a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="Link to resources reports-and-guides: /2020-the-year-of-streaming" href="/resources/reports-and-guides/2020-the-year-of-streaming">streaming brands</a> doubling down on content to better serve their audiences at home. And while 2021 may bring a return to some kind of normal, we still begin the year grappling with unpredictability in the customer engagement space. The question becomes: How should marketers prepare?</p><p><a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="Link to resources reports-and-guides: /humanity-in-action-braze-ebook" href="/resources/reports-and-guides/humanity-in-action-braze-ebook">Customer engagement</a> has become the primary means for brands to drive higher customer lifetime value (LTV) and lower customer acquisition costs, making it possible for marketers to support long-term, capital-efficient business growth in 2021 and beyond. That’s why Braze has been hard at work bolstering marketers’ ability to control what’s controllable in customer engagement. Our Winter 2021 Product Launch gives marketers both new ways to measure and communicate their overall impact and granular control of message triggers and tooling across the full range of messaging channels. Amidst today’s unpredictability, one thing has never changed: Marketers must work effectively to listen to and understand customers’ needs, then act on those needs in ways that are timely and relevant.</p><p>Ready to embrace change and overcome tomorrow’s challenges? Read on to learn how the latest Braze features can help make that possible. (And if you’re short on time, get yourself and your team up to speed quickly with our <a href="https://info.braze.com/rs/367-GUY-242/images/Winter_2021_Product_Launch.pdf" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Winter 2021 Product Brief</a>.)</p><h2 id="h-d3e0c5e6c496" class="my-4 text-gray-900 lg:text-display-lg"><strong>Measure Your Impact With Comprehensive Campaign Insights Across Channels</strong></h2><p>Now that we’re well into the new year, marketers are heads-down building out rich digital experiences for their customers. And as marketing teams scale these campaigns, they need precise ways to measure the impact of their efforts, communicate results across teams, and support ongoing campaign optimization and iteration.</p><ul><li class="mb-2 ml-10 list-disc"><strong>Showcase the value of customer engagement with global control groups</strong>. Measure the high-level impact of all your different campaigns and Canvases using our new global control groups. This feature allows marketers to define and exclude a subset of users from receiving messages, making it possible to more fully understand the impact of lifecycle campaigns and other customer engagement programs. With global control groups, you can automatically randomize and exclude control group members from active campaigns/Canvases, see estimates for the number of affected users (and add tag-based exceptions to allow critical communications through), and easily measure the overall success of your programs based on chosen metrics (e.g. session starts) via global control reports built into the Braze dashboard. With global control groups, it’s easy to gain data-driven answers to questions like “How did our lifecycle marketing program move the needle on conversions last month?”</li></ul><p>“The global control groups feature has advanced our understanding of the impact of our customer engagement strategies,” said Matheus Meira, Head of Performance Marketing at <a href="https://www.dafiti.com.br/" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Dafiti</a>, the largest fashion and lifestyle ecommerce platform in Latin America. “Our team has been able to test more often instead of worrying about complex and manual setups and data mining processes, which has led to more personalized and engaging cross-channel campaigns. We’re looking forward to using the Braze platform and these new features to build stronger direct relationships with our customers and achieve stronger campaign results.”</p><h2 id="h-4cdac97df9cc" class="my-4 text-gray-900 lg:text-display-lg"><strong>Deliver Personalized, Interactive Messaging Experiences</strong></h2><p>Brands today need the ability to send valuable, personalized messages at scale. In turn that requires marketers to leverage technologies capable of maximizing their use of customer context to responsively tailor customer experiences. That’s why we continue to add fresh functionality to existing features and channels to give marketers the tools they need to fine-tune their messaging strategies.</p><ul><li class="mb-2 ml-10 list-disc"><strong>Make your messaging more responsive with Action-Based Content Card dismissals. </strong><a href="/resources/articles/lgbtq-social-network-grindr-keeps-pride-alive-with-content-cards" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Content Cards</a> are persistent, customizable messages in a brand’s app or website that deliver a highly targeted stream of content to customers without interrupting their experience. They’re often used to highlight important information, promotions, or tips in a central content feed—think “in-app notification center.” With the addition of our new action-based dismissals, marketers can now exercise greater control over how and when Content Cards are removed from users’ feeds: For instance, maybe a user doesn’t need a promotion anymore because they made a suggested purchase, or an onboarding reminder is no longer necessary once a user completes a certain task. By automatically removing Content Cards from users’ feeds once they’ve taken a desired action, marketers can create a more relevant, responsive customer experience.</li><li class="mb-2 ml-10 list-disc"><strong>Customize users’ mobile experience with our In-app message updates. </strong>Braze is upgrading our in-app message composition experience with a suite of new tools built to give markers more control of their users’ mobile experience. Creating custom in-app messages is easier than ever with an enhanced HTML editor, which includes a new way to upload assets and to preview messages for web or mobile before they’re sent. Plus, custom button tracking gives marketers the ability to collect customer info through in-app surveys and support more targeted messaging down the line.</li><li class="mb-2 ml-10 list-disc"><strong>Support eye-catching notifications with Android Inline Image Push. </strong>Another familiar messaging channel is getting a boost—<a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="Link to resources reports-and-guides: /push-notifications" href="/resources/reports-and-guides/push-notifications">push notifications</a>! Push gives customers the information they need with a quick glance at their home screens. Make your Android push notifications richer with this new inline image style, which is unique to Braze and inspired by our many video streaming customers. This new design showcases a larger visual within each push notification, so customers don’t have to manually expand your notifications just to see an image.</li></ul><img alt="image" loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F6760eac5a0184146028a088792c0b8f280ed0184-2400x1210.png&w=828&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F6760eac5a0184146028a088792c0b8f280ed0184-2400x1210.png&w=1920&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F6760eac5a0184146028a088792c0b8f280ed0184-2400x1210.png&w=1920&q=75"/><h2 id="h-c50cf3150736" class="my-4 text-gray-900 lg:text-display-lg"><strong>Extend The Power of Your SMS Campaigns</strong></h2><p>2020 was a big year for Braze SMS. We developed an intuitive new SMS composer that empowers marketers to launch campaigns without technical resources. Last year we also launched MMS (or Multimedia Messaging Service), giving brands the ability to embed visuals in their SMS campaigns. We built Braze SMS to work seamlessly with other channels, and made all SMS features accessible to marketers within a single dashboard. Now, we’re giving marketers even more opportunities to expand their use of SMS.</p><ul><li class="mb-2 ml-10 list-disc"><strong>Make your text messages interactive with SMS custom keywords. </strong>We’re introducing enhancements to our native inbound keyword interactions that allow marketers to create two-way SMS messaging campaigns. Just last quarter we also launched native support for inbound keyword interactions to simplify consent management and reporting. Now, we’re taking those keywords to the next level with custom keyword support. This feature allows marketers to create their own custom keywords and responses for personalized and targeted campaigns. As users respond with these Custom Keywords, their responses will be captured for analytics at the campaign and app group level, and marketers can now trigger appropriate responses/campaigns, supporting richer, more interactive experiences in this key channel.</li></ul><img alt="image" loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F94a239cfcbd24c4fee59737da2ca4e22c4df9739-2400x1210.png&w=828&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F94a239cfcbd24c4fee59737da2ca4e22c4df9739-2400x1210.png&w=1920&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F94a239cfcbd24c4fee59737da2ca4e22c4df9739-2400x1210.png&w=1920&q=75"/><h2 id="h-bd9ae9eadb09" class="my-4 text-gray-900 lg:text-display-lg"><strong>Final Thoughts</strong></h2><p>No one ever knows what the future will bring—and that home truth feels even truer now than it has in the past. But marketers who prioritize flexibility and ensuring they have the technologies they need to meet tomorrow’s challenges, whatever they may end up being, are well-positioned to leverage customer engagement to meet their users needs today, tomorrow, and in all the days to come.</p><p>Find more inspiration for creating fine-tuned messaging experiences and measuring the impact in the <a href="https://info.braze.com/Measurement-Guide-for-Marketers.html" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Braze Measurement Guide</a>. From tracking high-value actions to honing in on the benchmarks that matter most to your customers and your business, learn how to uplevel your measurement practices based on what data is available in your customer engagement platform.</p></div></div><div class="flex w-full shrink-0 grow-0 basis-full flex-col gap-8 md:w-[280px] md:basis-[280px]"><div class="flex flex-col gap-5"><h6 class="text-sm uppercase text-gray-600">Related Tags</h6><div class="flex flex-wrap gap-3 text-sm"><a class="block rounded-2xl border border-gray-300 px-3 font-bold py-1 text-gray-700 hover:text-primary-700" aria-label="Search Product Release tag" href="/search?resource=Article&topic=Product Release">Product Release</a><a class="block rounded-2xl border border-gray-300 px-3 font-bold py-1 text-gray-700 hover:text-primary-700" aria-label="Search Customer Engagement tag" href="/search?resource=Article&topic=Customer Engagement">Customer Engagement</a><a class="block rounded-2xl border border-gray-300 px-3 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disabled:text-[#98A2B3]" href="/get-started">Get Started</a><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-5 py-3 text-md bg-transparent text-white border border-transparent hover:bg-[#ffffff1a] active:bg-[#ffffff1a] active:border-[#FFF] disabled:bg-transparent disabled:text-[#98A2B3]" href="/product">See How Braze Works</a></div></div></div></div></section><script type="application/ld+json">{"@context":"https://schema.org","@type":"BlogPosting","mainEntityOfPage":{"@type":"WebPage","url":"https://www.braze.com/resources/articles/braze-winter-2021-product-launch"},"headline":"Braze Winter 2021 Product Launch: Opportunities In Unpredictable Times","description":"Braze is introducing five new/updated features to help brands confidently expand their customer engagement programs in unpredictable 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And while 2021 may bring a return to some kind of normal, we still begin the year grappling with unpredictability in the customer engagement space. The question becomes: How should marketers prepare?\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"$L2b\",null,{\"href\":\"/resources/reports-and-guides/humanity-in-action-braze-ebook\",\"rel\":\"$undefined\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"Link to resources reports-and-guides: /humanity-in-action-braze-ebook\",\"children\":[\"Customer engagement\"]}],\" has become the primary means for brands to drive higher customer lifetime value (LTV) and lower customer acquisition costs, making it possible for marketers to support long-term, capital-efficient business growth in 2021 and beyond. That’s why Braze has been hard at work bolstering marketers’ ability to control what’s controllable in customer engagement. Our Winter 2021 Product Launch gives marketers both new ways to measure and communicate their overall impact and granular control of message triggers and tooling across the full range of messaging channels. Amidst today’s unpredictability, one thing has never changed: Marketers must work effectively to listen to and understand customers’ needs, then act on those needs in ways that are timely and relevant.\"]}],[\"$\",\"p\",null,{\"children\":[\"Ready to embrace change and overcome tomorrow’s challenges? Read on to learn how the latest Braze features can help make that possible. 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And as marketing teams scale these campaigns, they need precise ways to measure the impact of their efforts, communicate results across teams, and support ongoing campaign optimization and iteration.\"]}],[\"$\",\"ul\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Showcase the value of customer engagement with global control groups\"]}],\". Measure the high-level impact of all your different campaigns and Canvases using our new global control groups. This feature allows marketers to define and exclude a subset of users from receiving messages, making it possible to more fully understand the impact of lifecycle campaigns and other customer engagement programs. With global control groups, you can automatically randomize and exclude control group members from active campaigns/Canvases, see estimates for the number of affected users (and add tag-based exceptions to allow critical communications through), and easily measure the overall success of your programs based on chosen metrics (e.g. session starts) via global control reports built into the Braze dashboard. With global control groups, it’s easy to gain data-driven answers to questions like “How did our lifecycle marketing program move the needle on conversions last month?”\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"“The global control groups feature has advanced our understanding of the impact of our customer engagement strategies,” said Matheus Meira, Head of Performance Marketing at \",[\"$\",\"a\",null,{\"href\":\"https://www.dafiti.com.br/\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Dafiti\"]}],\", the largest fashion and lifestyle ecommerce platform in Latin America. “Our team has been able to test more often instead of worrying about complex and manual setups and data mining processes, which has led to more personalized and engaging cross-channel campaigns. We’re looking forward to using the Braze platform and these new features to build stronger direct relationships with our customers and achieve stronger campaign results.”\"]}],[\"$\",\"h2\",null,{\"id\":\"h-4cdac97df9cc\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Deliver Personalized, Interactive Messaging Experiences\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Brands today need the ability to send valuable, personalized messages at scale. In turn that requires marketers to leverage technologies capable of maximizing their use of customer context to responsively tailor customer experiences. That’s why we continue to add fresh functionality to existing features and channels to give marketers the tools they need to fine-tune their messaging strategies.\"]}],[\"$\",\"ul\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Make your messaging more responsive with Action-Based Content Card dismissals. \"]}],[\"$\",\"a\",null,{\"href\":\"/resources/articles/lgbtq-social-network-grindr-keeps-pride-alive-with-content-cards\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Content Cards\"]}],\" are persistent, customizable messages in a brand’s app or website that deliver a highly targeted stream of content to customers without interrupting their experience. They’re often used to highlight important information, promotions, or tips in a central content feed—think “in-app notification center.” With the addition of our new action-based dismissals, marketers can now exercise greater control over how and when Content Cards are removed from users’ feeds: For instance, maybe a user doesn’t need a promotion anymore because they made a suggested purchase, or an onboarding reminder is no longer necessary once a user completes a certain task. By automatically removing Content Cards from users’ feeds once they’ve taken a desired action, marketers can create a more relevant, responsive customer experience.\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Customize users’ mobile experience with our In-app message updates. \"]}],\"Braze is upgrading our in-app message composition experience with a suite of new tools built to give markers more control of their users’ mobile experience. Creating custom in-app messages is easier than ever with an enhanced HTML editor, which includes a new way to upload assets and to preview messages for web or mobile before they’re sent. Plus, custom button tracking gives marketers the ability to collect customer info through in-app surveys and support more targeted messaging down the line.\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Support eye-catching notifications with Android Inline Image Push. \"]}],\"Another familiar messaging channel is getting a boost—\",[\"$\",\"$L2b\",null,{\"href\":\"/resources/reports-and-guides/push-notifications\",\"rel\":\"$undefined\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"Link to resources reports-and-guides: /push-notifications\",\"children\":[\"push notifications\"]}],\"! Push gives customers the information they need with a quick glance at their home screens. Make your Android push notifications richer with this new inline image style, which is unique to Braze and inspired by our many video streaming customers. This new design showcases a larger visual within each push notification, so customers don’t have to manually expand your notifications just to see an image.\"]}]]}],[\"$\",\"$L27\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/6760eac5a0184146028a088792c0b8f280ed0184-2400x1210.png\",\"alt\":\"image\",\"width\":800,\"height\":600,\"className\":\"w-auto max-w-full self-start overflow-hidden rounded-xl\",\"loading\":\"lazy\"}],[\"$\",\"h2\",null,{\"id\":\"h-c50cf3150736\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Extend The Power of Your SMS Campaigns\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"2020 was a big year for Braze SMS. We developed an intuitive new SMS composer that empowers marketers to launch campaigns without technical resources. Last year we also launched MMS (or Multimedia Messaging Service), giving brands the ability to embed visuals in their SMS campaigns. We built Braze SMS to work seamlessly with other channels, and made all SMS features accessible to marketers within a single dashboard. Now, we’re giving marketers even more opportunities to expand their use of SMS.\"]}],[\"$\",\"ul\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Make your text messages interactive with SMS custom keywords. \"]}],\"We’re introducing enhancements to our native inbound keyword interactions that allow marketers to create two-way SMS messaging campaigns. Just last quarter we also launched native support for inbound keyword interactions to simplify consent management and reporting. Now, we’re taking those keywords to the next level with custom keyword support. This feature allows marketers to create their own custom keywords and responses for personalized and targeted campaigns. As users respond with these Custom Keywords, their responses will be captured for analytics at the campaign and app group level, and marketers can now trigger appropriate responses/campaigns, supporting richer, more interactive experiences in this key channel.\"]}]]}],[\"$\",\"$L27\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/94a239cfcbd24c4fee59737da2ca4e22c4df9739-2400x1210.png\",\"alt\":\"image\",\"width\":800,\"height\":600,\"className\":\"w-auto max-w-full self-start overflow-hidden rounded-xl\",\"loading\":\"lazy\"}],[\"$\",\"h2\",null,{\"id\":\"h-bd9ae9eadb09\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Final Thoughts\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"No one ever knows what the future will bring—and that home truth feels even truer now than it has in the past. 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