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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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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 apply digital" 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/apply-digital">Apply Digital</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":"Apply Digital","item":"https://www.braze.com/partners/solutions-partners/apply-digital"}]}</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="Apply Digital" 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%2F0b906f569922f95fc6eac496dae3181e93964599-2446x1020.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F0b906f569922f95fc6eac496dae3181e93964599-2446x1020.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F0b906f569922f95fc6eac496dae3181e93964599-2446x1020.png&w=384&q=75"/></div><div class="flex flex-col items-start gap-8"><h2 class="max-w-screen-md text-start">Apply Digital</h2><div class="flex flex-row gap-2"><svg width="24" height="24" role="img" aria-label="marker-pin-04"><use href="/icons/sprites.svg#marker-pin-04"></use></svg><p class="max-w-screen-md">Global</p></div><div class="flex flex-col gap-3 md:flex-row"><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-gray-300 bg-white text-gray-700 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 disabled:border-gray-200 disabled:bg-white disabled:text-gray-300 h-[28px]" href="/partners/search?partner=solutions&region=Global">Global</a></div></div></div><div class="flex w-full flex-col gap-3 sm:w-fit md:flex-row"><a href="https://applydigital.com/?utm_campaign=%5BPartnership%5D%20Braze%20Website&utm_source=Braze&utm_medium=website" target="_blank" rel="noreferrer noopener" class="inline-flex items-center justify-center text-center rounded-full transition-colors whitespace-nowrap relative z-10 py-2 px-3 gap-1 font-aribauGrotesk font-bold border border-gray-300 bg-white text-gray-700 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 disabled:border-gray-200 disabled:bg-white disabled:text-gray-300 h-[37px] w-full text-sm sm:w-fit">View Partner Website</a></div></div></div></div><div class="container py-24"><div class="flex flex-col gap-8 md:flex-row"><aside class="w-full shrink-0 grow-0 basis-full md:w-[280px] md:basis-[280px]"><div class="flex w-full flex-col gap-8 md:sticky md:top-24"><div class="flex flex-col gap-6 rounded-[12px] bg-gray-50 p-6"><div class="flex flex-col gap-2"><h6 class="text-sm uppercase text-gray-600">Verified Partner</h6><span class="w-fit rounded-xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold text-gray-600">Solutions</span></div><div class="flex flex-col gap-2"><h6 class="text-sm uppercase text-gray-600">Region</h6><span class="w-fit rounded-xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold text-gray-600">Global</span></div></div></div></aside><main class="flex shrink-0 grow basis-0 flex-col gap-12"><section class="flex flex-col gap-9"><h3 class="text-display-md font-semibold text-gray-900">What is Apply Digital?</h3><div class="flex flex-col gap-6"><p>Apply Digital is a global digital transformation partner for change agents. Leveraging expertise that spans Business Transformation Strategy, Product Design & Development, Commerce, Platform Engineering, Data Intelligence, Change Management, and beyond, we enable our clients to modernize their organizations and deliver meaningful impact to the business and to their customers.<br/></p></div></section><section class="flex flex-col gap-9"><h3 class="text-display-md font-semibold text-gray-900">How we work together</h3><div class="flex flex-col gap-6"><p>We are experts in composable technology and a founding member of the MACH Alliance. Our customer-centric approach ensures that your customer experience is consistent across platforms and improves the way consumers interact with your brand. 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src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fd7360a3a9f71d0be7c3b9c16635444d1b0b585cb-3840x2160.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">5<!-- --> min read</span></div><h4 class="text-display-xs font-bold">Look out: Outlook's new email requirements and what they mean for Braze senders</h4><span class="text-sm font-bold text-gray-500">April 24, 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 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service offerings</span></div><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Join a global community of innovators</span></div><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Tap into training, certification, marketing, and sales program support</span></div></div></div></div><div class="container flex grid-cols-2 flex-col px-4 gap-8 pb-24 md:flex-row"><div class="container flex w-full flex-col justify-between gap-8"><h4>Join our open technology ecosystem</h4><p>Our platform is designed for flexible, easy integration so you can build solutions that solve customer challenges and accelerate business growth.</p><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 h-[44px]" href="/partners/become-a-braze-technology-partner">Become a Technology Partner</a></div><div class="container flex w-full flex-col justify-between gap-8"><h4>Join our global services network</h4><p>Agencies, consultants, and systems integrators build robust service offerings with Braze.</p><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 h-[44px]" href="/partners/become-a-braze-solutions-partner">Become a Delivery Partner</a></div></div></div></section><section class="bg-blurPurple blur-purple-animation relative overflow-hidden contain-layout pt-10 sm:pt-16 pb-10 sm:pb-16 custom-background"><div class=""><div class="flex w-full flex-col items-center py-16 lg:py-24"><div class="container flex flex-col gap-12 items-center"><div class="flex max-w-[768px] flex-col items-center gap-5 text-center"><h2 id="its-time-to-be-a-better-marketer" class="mb-0 text-white text-display-sm sm:text-display-md md:text-display-lg lg:text-display-xl xl:text-display-2xl font-extrabold"><span class="block"><span class="">It's time to be a better marketer</span></span></h2></div><div class="flex w-full flex-col justify-center gap-8 md:flex-row lg:flex-row items-center"><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 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That means less time spent manually analyzing data and more time acting on what matters\"},{\"_key\":\"163b9fa5092d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\".\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"46ef4a2c52e7\",\"_type\":\"block\",\"children\":[{\"_key\":\"8f6a22f4803a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Higher efficiency\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"d280fcd65929\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a1bb2117a1f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Automate time-consuming tasks like send-time optimization or A/B testing, so your team can focus on strategy.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"98a6f8d23a2d\",\"_type\":\"anchor\",\"anchorId\":\"types\"},{\"_key\":\"68ccef087206\",\"_type\":\"block\",\"children\":[{\"_key\":\"e9f538bcf835\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Types of machine learning for marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"ef184af2e4a5\",\"_type\":\"block\",\"children\":[{\"_key\":\"d2465a0ea48f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Different machine learning models solve different problems. Some rely on labeled examples to learn from, while others uncover patterns on their own. Here are four core types to know:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"95e168283aa7\",\"_type\":\"block\",\"children\":[{\"_key\":\"af2a7975e4fc\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Supervised learning\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6e65aa711265\",\"_type\":\"block\",\"children\":[{\"_key\":\"5cfe8ce03383\",\"_type\":\"span\",\"marks\":[],\"text\":\"Supervised models learn from labeled data—where each data point includes the correct outcome. Think of a list of past users where you know who made a purchase and who didn’t. The model uses that history to find patterns and predict future behavior, like forecasting churn or likelihood to convert. It’s especially useful for classification (yes/no) and regression (numerical predictions).\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6bc16cffe785\",\"_type\":\"block\",\"children\":[{\"_key\":\"c6220e95d8e7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Unsupervised learning\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"799d112b131a\",\"_type\":\"block\",\"children\":[{\"_key\":\"58019d6086de\",\"_type\":\"span\",\"marks\":[],\"text\":\"Unsupervised models work with unlabeled data. Instead of training on known outcomes, they explore the dataset to find hidden structures, such as clusters of customers with similar behaviors. This approach can reveal patterns or audience segments you might never spot manually.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"73678974e65f\",\"_type\":\"block\",\"children\":[{\"_key\":\"ce51295baf4f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Semi-supervised learning\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"d2dd3069a121\",\"_type\":\"block\",\"children\":[{\"_key\":\"f6de45b47843\",\"_type\":\"span\",\"marks\":[],\"text\":\"Semi-supervised models combine a small set of labeled data with a larger pool of unlabeled data. It’s a smart workaround when labeling is time-consuming or expensive. For example, you might manually tag a few support interactions, then let the model learn from thousands more. This method strikes a balance between accuracy and efficiency, making it ideal for sentiment analysis, email categorization, and content classification.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5aadab708186\",\"_type\":\"block\",\"children\":[{\"_key\":\"5abc9a747deb\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Reinforcement learning\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"27f93f73fea2\",\"_type\":\"block\",\"children\":[{\"_key\":\"64ec44b2c67d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Reinforcement models learn by doing. They take actions, receive feedback (like a reward or penalty), and adjust based on outcomes. While not as common in day-to-day marketing, you’ll find it behind dynamic pricing, real-time ad bidding, or adaptive testing strategies.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9e432e157ada\",\"_type\":\"block\",\"children\":[{\"_key\":\"7edafc0eb608\",\"_type\":\"span\",\"marks\":[],\"text\":\"Choosing the right type of machine learning can help you make the most of your data—whether you're refining an existing campaign or building new automation from the ground up. That kind of learning in marketing creates space for smarter, more \"},{\"_key\":\"ff3e68134da8\",\"_type\":\"span\",\"marks\":[\"70251ce1980e\"],\"text\":\"responsive strategies\"},{\"_key\":\"c8911e2a9724\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"70251ce1980e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/ai-marketing-strategy\"}],\"style\":\"normal\"},{\"_key\":\"211d40dcfd04\",\"_type\":\"anchor\",\"anchorId\":\"difference\"},{\"_key\":\"f548bd869b5b\",\"_type\":\"block\",\"children\":[{\"_key\":\"6aead5a65fa4\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How does machine learning differ from AI?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"875143a3c268\",\"_type\":\"block\",\"children\":[{\"_key\":\"3d85a7a59d79\",\"_type\":\"span\",\"marks\":[],\"text\":\"People often use “machine learning” and “artificial intelligence” interchangeably, but they’re not quite the same. Artificial intelligence is the broader concept—it refers to any system or machine that mimics human intelligence. That might include reasoning, problem-solving, language understanding, or learning from experience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a28e90353c7b\",\"_type\":\"block\",\"children\":[{\"_key\":\"acb1e5481769\",\"_type\":\"span\",\"marks\":[\"43712e0e79aa\"],\"text\":\"Machine learning sits within AI\"},{\"_key\":\"cd095ca8cd2f\",\"_type\":\"span\",\"marks\":[],\"text\":\". It’s a specific approach that trains systems to learn from data analysis, spot patterns, and make decisions without being explicitly programmed.\"}],\"markDefs\":[{\"_key\":\"43712e0e79aa\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/three-steps-to-faster-value-with-artificial-intelligence-and-machine-learning\"}],\"style\":\"normal\"},{\"_key\":\"ae974269fbc6\",\"_type\":\"block\",\"children\":[{\"_key\":\"82d554f6a6a3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here’s a simple way to think about it:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7a9286dfec48\",\"_type\":\"block\",\"children\":[{\"_key\":\"4dedd4e6e2ee\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"AI\"},{\"_key\":\"16282f835d56\",\"_type\":\"span\",\"marks\":[],\"text\":\" is the big-picture goal—build systems that act intelligently.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5cc44412c17b\",\"_type\":\"block\",\"children\":[{\"_key\":\"4af71f9b0d18\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Machine learning\"},{\"_key\":\"31207b2513d9\",\"_type\":\"span\",\"marks\":[],\"text\":\" is one of the methods we use to get there—by giving machines access to data and letting them learn from it.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fc9efe0c3278\",\"_type\":\"block\",\"children\":[{\"_key\":\"9823424801e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"In marketing, AI might power chatbots, predictive text, or dynamic creative optimization, (for example, creating images, headlines, or CTAs in real time based on who is viewing the ad.)\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0e3896f9f187\",\"_type\":\"block\",\"children\":[{\"_key\":\"85e3ef5f7c6d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Machine learning, on the other hand, helps you segment users, predict churn, or personalize the timing and content of messages. Both can support smarter marketing—but machine learning often does the heavy lifting behind the scenes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9a330579cc90\",\"_type\":\"block\",\"children\":[{\"_key\":\"8e9e4bff401f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze features like \"},{\"_key\":\"7d143e37c6ca\",\"_type\":\"span\",\"marks\":[\"71bc443668ae\"],\"text\":\"Intelligent Timing\"},{\"_key\":\"dd0cabfc1760\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"fd7a8b6b2887\",\"_type\":\"span\",\"marks\":[\"8260f0d4d63a\"],\"text\":\"Predictive Churn\"},{\"_key\":\"a0d95a8a00e6\",\"_type\":\"span\",\"marks\":[],\"text\":\" rely on machine learning to help teams act in the moment. These features don’t just automate—they adapt, learning from each customer interaction to drive stronger outcomes over time.\"}],\"markDefs\":[{\"_key\":\"71bc443668ae\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/brazeai/intelligence/intelligent_timing\"},{\"_key\":\"8260f0d4d63a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-predictive-churn\"}],\"style\":\"normal\"},{\"_key\":\"73e7334ac43d\",\"_type\":\"anchor\",\"anchorId\":\"how\"},{\"_key\":\"e53a210ed258\",\"_type\":\"block\",\"children\":[{\"_key\":\"43203cb79f25\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How to apply machine learning in marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"128f0efb1d9f\",\"_type\":\"block\",\"children\":[{\"_key\":\"e95bfa060c63\",\"_type\":\"span\",\"marks\":[],\"text\":\"You don’t need a data science team to start using machine learning in your marketing strategy. Many platforms—like Braze—build machine learning directly into tools that marketing, CRM, and growth teams use every day.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"db0814705bcd\",\"_type\":\"block\",\"children\":[{\"_key\":\"24d7932818a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here are a few ways to apply it:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3894dc48a822\",\"_type\":\"block\",\"children\":[{\"_key\":\"a23955333e92\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Predict churn before it happens\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"916ced1fafbd\",\"_type\":\"block\",\"children\":[{\"_key\":\"7670de2a83ad\",\"_type\":\"span\",\"marks\":[],\"text\":\"Machine learning models can spot early signs that a customer is about to disengage. With features like \"},{\"_key\":\"cf4da5ddb307\",\"_type\":\"span\",\"marks\":[\"c0321de365f3\"],\"text\":\"Braze Predictive Churn,\"},{\"_key\":\"419523c808cd\",\"_type\":\"span\",\"marks\":[],\"text\":\" which is designed to identify high-risk users, you can trigger targeted win-back campaigns for at-risk users. This type of predictive modeling helps you take action before churn happens—rather than after.\"}],\"markDefs\":[{\"_key\":\"c0321de365f3\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/stop-churn-before-it-happens-embracing-a-two-pronged-approach-to-boosting-retention\"}],\"style\":\"normal\"},{\"_key\":\"f6582bcc8b68\",\"_type\":\"block\",\"children\":[{\"_key\":\"ccfaad7035a9\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Optimize send times for better engagement\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"4ccce7773813\",\"_type\":\"block\",\"children\":[{\"_key\":\"fb8ff8addfcf\",\"_type\":\"span\",\"marks\":[],\"text\":\"Rather than choosing one send time for everyone, machine learning can find the moment each customer is most likely to engage. Braze Intelligent Timing uses this approach to deliver messages when they’re most likely to hit.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"77d5f5e44e89\",\"_ref\":\"imported-craft-mz5eskltg2\",\"_type\":\"videoReference\"},{\"_key\":\"2ddf0bfe89b6\",\"_type\":\"block\",\"children\":[{\"_key\":\"d95a34e8fcd8\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Personalize content at scale\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"80d63d7e5d05\",\"_type\":\"block\",\"children\":[{\"_key\":\"e995ac22bf54\",\"_type\":\"span\",\"marks\":[],\"text\":\"Machine learning helps match content to users based on behavior, preferences, and past interactions. Whether you’re \"},{\"_key\":\"292fe17d4abe\",\"_type\":\"span\",\"marks\":[\"1680170704f8\"],\"text\":\"recommending products\"},{\"_key\":\"2c089e88470c\",\"_type\":\"span\",\"marks\":[],\"text\":\" or tailoring in-app messages, it supports more relevant, timely experiences—without endless manual effort.\"}],\"markDefs\":[{\"_key\":\"1680170704f8\",\"_type\":\"link\",\"href\":\"https://learning.braze.com/ai-item-recommendations-use-case\"}],\"style\":\"normal\"},{\"_key\":\"e7f3b8d8681e\",\"_type\":\"block\",\"children\":[{\"_key\":\"3fb58299a17f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Build smarter segments\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"ad482bf6a031\",\"_type\":\"block\",\"children\":[{\"_key\":\"ba89cef92860\",\"_type\":\"span\",\"marks\":[],\"text\":\"Instead of relying on static lists, use machine learning to identify meaningful patterns in your customer data. These insights can uncover new audience segments, flag high-value users, or support more personalized journeys.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"50a0d432d2ae\",\"_type\":\"block\",\"children\":[{\"_key\":\"da5dbe20f78b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Automate the heavy lifting\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6c2c64e5c29e\",\"_type\":\"block\",\"children\":[{\"_key\":\"57e90ba06a34\",\"_type\":\"span\",\"marks\":[],\"text\":\"Machine learning takes care of repetitive tasks—like A/B testing or optimization—so teams can focus on creative strategy, not constant tweaking.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9ce037821640\",\"_type\":\"block\",\"children\":[{\"_key\":\"82353a074cfe\",\"_type\":\"span\",\"marks\":[],\"text\":\"When you apply machine learning to your marketing strategy, you shift from reactive to proactive. You start making decisions based on what customers are likely to do next, not just what they did last.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5d66cf35b9c8\",\"_type\":\"anchor\",\"anchorId\":\"email\"},{\"_key\":\"69c100366c38\",\"_type\":\"block\",\"children\":[{\"_key\":\"5776a97cb17e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Machine learning in email marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"896b62957d12\",\"_type\":\"richImage\",\"alt\":\"BrazeAI interface showing personalized clothing recommendations (shorts, sweats, coats) based on city weather data, with a personalization configuration menu open on the left.\",\"asset\":{\"_ref\":\"image-1673f3cbf8b2aa1c311f95c834b653561a9573f7-1920x968-webp\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"e2cbfcf17ab8\",\"_type\":\"block\",\"children\":[{\"_key\":\"5daca7c466f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email continues to be one of the most \"},{\"_key\":\"1e80ed46c000\",\"_type\":\"span\",\"marks\":[\"7349a6207eb8\"],\"text\":\"powerful channels for engagement\"},{\"_key\":\"576782984408\",\"_type\":\"span\",\"marks\":[],\"text\":\"—and machine learning helps marketers make it smarter. By analyzing user behavior, it can recommend send times, tailor content, and adapt frequency based on each recipient’s likelihood to open or convert. You can turn newsletters, transactional emails and triggered flows into more relevant, results-driven experiences.\"}],\"markDefs\":[{\"_key\":\"7349a6207eb8\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/the-ultimate-guide-to-creating-a-high-impact-email-marketing-strategy\"}],\"style\":\"normal\"},{\"_key\":\"cbb8f5991eec\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"5bd45de9d48a\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Watch the webinar now\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/resources/webinars-and-events/creative-ai-use-cases\"}}],\"body\":[{\"_key\":\"e03c798d283d\",\"_type\":\"block\",\"children\":[{\"_key\":\"73ef7e1c22a6\",\"_type\":\"span\",\"marks\":[],\"text\":\"99% of marketers say their organizations are already using AI. But what does it mean to use it effectively for customer engagement?\"}],\"markDefs\":[],\"style\":\"normal\"}],\"heading\":\"Check out 5 creative AI use cases for customer engagement\"},{\"_key\":\"c7931b38cd88\",\"_type\":\"anchor\",\"anchorId\":\"examples\"},{\"_key\":\"42551f0d4292\",\"_type\":\"block\",\"children\":[{\"_key\":\"08853d7805c1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Practical use cases from Braze of machine learning in digital marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"bb24e08a64bf\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b8c91987302\",\"_type\":\"span\",\"marks\":[],\"text\":\"Machine learning doesn’t have to sit on a roadmap or in a siloed data science team. With tools like Braze, marketers can apply it directly—\"},{\"_key\":\"19e198163ee6\",\"_type\":\"span\",\"marks\":[\"77dcca53525f\"],\"text\":\"improving campaign performance\"},{\"_key\":\"d10031416ce1\",\"_type\":\"span\",\"marks\":[],\"text\":\", streamlining workflows, and making every interaction more relevant.\"}],\"markDefs\":[{\"_key\":\"77dcca53525f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/2-ways-generative-ai-can-enhance-your-marketing-and-not-replace-you\"}],\"style\":\"normal\"},{\"_key\":\"8c4a066acae6\",\"_type\":\"block\",\"children\":[{\"_key\":\"b9112230bf89\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here’s how real brands are already using it and how you can integrate it in your marketing plans, too.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"28d7501d8cce\",\"_type\":\"block\",\"children\":[{\"_key\":\"e3fe3ac57f4b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Pizza Hut dishes out a 31% conversion lift with machine learning\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6c72355b35b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8d87a91bf91\",\"_type\":\"span\",\"marks\":[\"e249ac1e13d4\"],\"text\":\"Pizza Hut \"},{\"_key\":\"78253b496e41\",\"_type\":\"span\",\"marks\":[],\"text\":\"is one of the world’s best-known quick-service restaurant (QSR) brands, with over 19,000 global locations. The brand wanted to modernize how it engaged with digital customers, aiming to drive stronger loyalty and boost conversion across key markets.\"}],\"markDefs\":[{\"_key\":\"e249ac1e13d4\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/pizza-hut-case-study\"}],\"style\":\"normal\"},{\"_key\":\"38d2feec3baf\",\"_type\":\"block\",\"children\":[{\"_key\":\"96aea5e0b302\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The problem\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"b85bd9478468\",\"_type\":\"block\",\"children\":[{\"_key\":\"92bba75eb569\",\"_type\":\"span\",\"marks\":[],\"text\":\"Before adopting Braze in spring 2019, Pizza Hut ran a solid email and SMS program—but the team saw room to improve. Their previous platform lacked mobile-native channels and didn’t provide a unified view of customer interactions across touchpoints. Pulling in the right data was slow and clunky, making it hard to deliver relevant messaging at speed or implement a \"},{\"_key\":\"3aa1256f9e2a\",\"_type\":\"span\",\"marks\":[\"8e436b609f93\"],\"text\":\"cross-channel strategy\"},{\"_key\":\"4ccd17dcc18d\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"8e436b609f93\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/3-cross-channel-engagement-campaigns\"}],\"style\":\"normal\"},{\"_key\":\"d0e232c57dc0\",\"_type\":\"block\",\"children\":[{\"_key\":\"2d450ae4bd9c\",\"_type\":\"span\",\"marks\":[],\"text\":\"To improve the customer experience and bridge that gap, the team aimed to expand into mobile channels and personalize more deeply across the board. But their legacy setup couldn’t support that vision—so they made the switch to Braze.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bdb12fe504d5\",\"_ref\":\"imported-craft-jy7vje3vrs\",\"_type\":\"videoReference\"},{\"_key\":\"8017a0dc46aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"74093ec8bcff\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The solution\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"17d6a2d8cadf\",\"_type\":\"block\",\"children\":[{\"_key\":\"1afd84f0f033\",\"_type\":\"span\",\"marks\":[],\"text\":\"Just a few months after migrating to Braze, the Pizza Hut team launched a sophisticated \"},{\"_key\":\"3af6b8d80803\",\"_type\":\"span\",\"marks\":[\"f3228c1ea2a2\"],\"text\":\"multivariate test\"},{\"_key\":\"3958d761eb29\",\"_type\":\"span\",\"marks\":[],\"text\":\" powered by their own \"},{\"_key\":\"2f6d5c687012\",\"_type\":\"span\",\"marks\":[\"022a129cd9d3\"],\"text\":\"Multi-Armed Bandit (MAB)\"},{\"_key\":\"02be1275eac3\",\"_type\":\"span\",\"marks\":[],\"text\":\" machine learning model—something they couldn’t have pulled off on their previous platform.\"}],\"markDefs\":[{\"_key\":\"f3228c1ea2a2\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whats-testing-anyway\"},{\"_key\":\"022a129cd9d3\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/building-braze-intelligent-selection-overview\"}],\"style\":\"normal\"},{\"_key\":\"657e761d861a\",\"_type\":\"block\",\"children\":[{\"_key\":\"159bfafabc66\",\"_type\":\"span\",\"marks\":[],\"text\":\"With easier data integration, the flexibility of \"},{\"_key\":\"95eb0c5c29a5\",\"_type\":\"span\",\"marks\":[\"d833b9aeaff7\"],\"text\":\"Braze Canvas\"},{\"_key\":\"030ad30de70b\",\"_type\":\"span\",\"marks\":[],\"text\":\" and the ability to build complex dynamic logic using \"},{\"_key\":\"a073dc7829ee\",\"_type\":\"span\",\"marks\":[\"39bd78b707dd\"],\"text\":\"Liquid\"},{\"_key\":\"eade7c9c6584\",\"_type\":\"span\",\"marks\":[],\"text\":\", the team created highly targeted emails with hundreds of variants. Their MAB algorithm reviewed performance every few days and fed updated insights directly into the campaign, allowing them to optimize strategy in real time.\"}],\"markDefs\":[{\"_key\":\"d833b9aeaff7\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/videos/canvas-moving-beyond-basic\"},{\"_key\":\"39bd78b707dd\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/message-customization-done-right-with-braze-liquid-personalization\"}],\"style\":\"normal\"},{\"_key\":\"dd25d7093940\",\"_type\":\"block\",\"children\":[{\"_key\":\"773be1f4c6cb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Since then, they’ve expanded their outreach with push notifications and in-app messages—building a cross-channel program that drives stronger engagement and business impact. 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By integrating \"},{\"_key\":\"e5b12234cb7e\",\"_type\":\"span\",\"marks\":[\"e9e5dc2e67c4\"],\"text\":\"Amazon Personalize\"},{\"_key\":\"370eb382624a\",\"_type\":\"span\",\"marks\":[],\"text\":\" through Braze Alloys partner AWS, the team used machine learning to generate dynamic suggestions for each user—no in-house ML expertise required.\"}],\"markDefs\":[{\"_key\":\"8079ccd816dd\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-connected-content\"},{\"_key\":\"e9e5dc2e67c4\",\"_type\":\"link\",\"href\":\"http://localhost:8080/partners/technology-partners/aws-personalize\"}],\"style\":\"normal\"},{\"_key\":\"77b568030ea8\",\"_type\":\"block\",\"children\":[{\"_key\":\"335213246c60\",\"_type\":\"span\",\"marks\":[],\"text\":\"These personalized events appeared directly in the email, with each click feeding back into the system to refine future recommendations. 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They chose Braze for its ease of use and ability to manage cross-channel messaging in one place, using email, push and in-app messages to support onboarding and boost engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ad9ee1fc982b\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a24a7cc4828\",\"_type\":\"span\",\"marks\":[],\"text\":\"Working with the Braze team, 8fit used Predictive Purchases—part of \"},{\"_key\":\"12415de997ed\",\"_type\":\"span\",\"marks\":[\"a1a17c6e3a03\"],\"text\":\"Predictive Suite\"},{\"_key\":\"32e509a4a45c\",\"_type\":\"span\",\"marks\":[],\"text\":\"—a machine learning tool that scores users based on their likelihood to buy. They targeted high-scoring users with smaller discounts and reserved bigger offers for low-intent audiences. Through targeted messaging to 1.6 million users, 8fit tested discount levels, channels, and message types, excluding low-likelihood users to improve efficiency. 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It helps home seekers access real estate listings, property insights, and expert content—all in one place. The goal is to keep users informed, engaged, and coming back as they move through the property journey.\"}],\"markDefs\":[{\"_key\":\"375b973091e1\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/nzme-oneroof-case-study\"}],\"style\":\"normal\"},{\"_key\":\"e552c8401740\",\"_type\":\"block\",\"children\":[{\"_key\":\"3daf753b08cd\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The problem\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"b38771d1dc9f\",\"_type\":\"block\",\"children\":[{\"_key\":\"28840c7b3842\",\"_type\":\"span\",\"marks\":[],\"text\":\"OneRoof’s marketing team used email, but relied heavily on developers to build and trigger customizations through APIs. Without data integrations or custom attributes, they couldn’t personalize messages or test content effectively. That meant users browsing for homes in Auckland might receive listings for properties in Wellington—nearly 600 kilometers away.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e64821c8b62a\",\"_type\":\"block\",\"children\":[{\"_key\":\"54136ccd9ad6\",\"_type\":\"span\",\"marks\":[],\"text\":\"To fix this, the team shifted toward a more marketer-led, multi-channel approach. They built a data strategy focused on declared and inferred customer insights, then \"},{\"_key\":\"9981a6f6180d\",\"_type\":\"span\",\"marks\":[\"2abc41f3cfb5\"],\"text\":\"segmented audiences and personalized communications\"},{\"_key\":\"7452170c79f2\",\"_type\":\"span\",\"marks\":[],\"text\":\" based on behavior, preferences and location—making every message more relevant and timely.\"}],\"markDefs\":[{\"_key\":\"2abc41f3cfb5\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/what-smart-segmentation-looks-like\"}],\"style\":\"normal\"},{\"_key\":\"8516e856b2a8\",\"_type\":\"richImage\",\"alt\":\"BrazeAI logo with mobile and desktop screens showing a personalized OneRoof property journey.\",\"asset\":{\"_ref\":\"image-7fe5391dcb7354e196048465214452e3a2420e82-2400x1300-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"27b89f9b56dc\",\"_type\":\"block\",\"children\":[{\"_key\":\"7ab29814d7ed\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The solution\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"340eb7fe355c\",\"_type\":\"block\",\"children\":[{\"_key\":\"371c4be9d5c1\",\"_type\":\"span\",\"marks\":[],\"text\":\"To create more relevant experiences, OneRoof introduced a Profile Builder that let users share whether they were buying or selling, their stage in the property journey and their preferred locations. 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This powered several new campaigns, each driven by real-time behavioral data and delivered when each user was most likely to engage.\"}],\"markDefs\":[{\"_key\":\"a91fcaceaae5\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/intelligent-delivery-assures-high-engagement-personalized-message-timing\"}],\"style\":\"normal\"},{\"_key\":\"d95b40dca531\",\"_type\":\"block\",\"children\":[{\"_key\":\"ee403957131b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The results\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"29f5ccd3bd14\",\"_type\":\"block\",\"children\":[{\"_key\":\"e4736f16a9cc\",\"_type\":\"span\",\"marks\":[],\"text\":\"77% conversion rate of turning prospects into registered customers\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"03e562850fb6\",\"_type\":\"block\",\"children\":[{\"_key\":\"d0afae935dd5\",\"_type\":\"span\",\"marks\":[],\"text\":\"23% increase in email click-to-open rate using Braze Intelligent Timing send-time optimization\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cc6145e7fcbf\",\"_type\":\"block\",\"children\":[{\"_key\":\"04ca07148ff5\",\"_type\":\"span\",\"marks\":[],\"text\":\"218% uplift in total clicks to property listings with ML-powered dynamic emails and IAMS\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2de4b47d2fb2\",\"_type\":\"block\",\"children\":[{\"_key\":\"9bd912da4d73\",\"_type\":\"span\",\"marks\":[],\"text\":\"57% uplift in unique clicks with ML-powered dynamic emails and IAMS\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8ce8105e36da\",\"_type\":\"block\",\"children\":[{\"_key\":\"9143031321bd\",\"_type\":\"span\",\"marks\":[],\"text\":\"50+% user growth year-over-year\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"adf9f8d73c5f\",\"_type\":\"block\",\"children\":[{\"_key\":\"139474bf371f\",\"_type\":\"span\",\"marks\":[],\"text\":\"By combining AI-powered recommendations with suburb-level personalization, OneRoof replaced generic content with localized, dynamic messaging.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c4696bae9ba3\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"ed4d3bb63344\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Read now\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/how-braze-stays-ahead-of-the-curve-on-ai\"}}],\"body\":[{\"_key\":\"68fb8fd65e97\",\"_type\":\"block\",\"children\":[{\"_key\":\"13a542ed0e19\",\"_type\":\"span\",\"marks\":[],\"text\":\"For a closer look at how Braze continues to lead in this space, check out how \"},{\"_key\":\"083882bee508\",\"_type\":\"span\",\"marks\":[\"3ea7583e803d\"],\"text\":\"Braze stays ahead of the curve on AI\"},{\"_key\":\"9fff30e0e427\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"3ea7583e803d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/how-braze-stays-ahead-of-the-curve-on-ai\"}],\"style\":\"normal\"}]},{\"_key\":\"5212252403f5\",\"_type\":\"anchor\",\"anchorId\":\"help\"},{\"_key\":\"c5a8a2a93dcc\",\"_type\":\"block\",\"children\":[{\"_key\":\"57deaf298068\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How can machine learning help your marketing strategy?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"1ca4509cd3af\",\"_type\":\"block\",\"children\":[{\"_key\":\"ce12f93ddf09\",\"_type\":\"span\",\"marks\":[],\"text\":\"Machine learning gives your marketing strategy more precision, more speed and more room to grow. Instead of reacting to what already happened, you can anticipate what’s coming and build campaigns that meet customers right where they are.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4850e86aec25\",\"_type\":\"block\",\"children\":[{\"_key\":\"40847862c701\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here’s how it fits into the bigger picture:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c960129d1b38\",\"_type\":\"block\",\"children\":[{\"_key\":\"1736fc282f95\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"You can move faster\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a637fd0b75db\",\"_type\":\"block\",\"children\":[{\"_key\":\"0df1e747d388\",\"_type\":\"span\",\"marks\":[],\"text\":\"Machine learning cuts through complexity. It helps turn raw data into usable insights, automate repetitive decisions, and act while the window of opportunity is still open.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d9c0a701da5a\",\"_type\":\"block\",\"children\":[{\"_key\":\"baa1952ab1e7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"You can personalize at scale\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"bb37d0727e73\",\"_type\":\"block\",\"children\":[{\"_key\":\"fea4a19f6c5c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Whether you're segmenting users, recommending content, or adjusting message timing, machine learning adapts to each customer. That creates experiences that feel personal—even when you’re reaching millions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4d880fc56580\",\"_type\":\"block\",\"children\":[{\"_key\":\"4624aa984e5a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"You can optimize constantly\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"8e16db7ecfc4\",\"_type\":\"block\",\"children\":[{\"_key\":\"d68dc4e37b55\",\"_type\":\"span\",\"marks\":[],\"text\":\"The best marketing strategies evolve. Machine learning helps you test, learn, and improve in the background, so your campaigns get smarter over time without needing constant manual input.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d62525e5da95\",\"_type\":\"block\",\"children\":[{\"_key\":\"cf09f1fea0ba\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"You can build stronger customer relationships\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"2686a1576c64\",\"_type\":\"block\",\"children\":[{\"_key\":\"133bf710601c\",\"_type\":\"span\",\"marks\":[],\"text\":\"When you reach people with the right message at the right moment, you build trust. And when campaigns reflect real needs and interests, you increase customer satisfaction across every touchpoint.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dbe01a4755b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"6db3e883bf67\",\"_type\":\"span\",\"marks\":[],\"text\":\"In short, machine learning helps you stop reacting and start anticipating. That shift can unlock better performance, happier customers, and a strategy that adapts as fast as your audience does.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"89ac8abadcb9\",\"_type\":\"anchor\",\"anchorId\":\"conclusion\"},{\"_key\":\"b84d93917e67\",\"_type\":\"block\",\"children\":[{\"_key\":\"52adc6cb7d58\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"86bbe0fcf38f\",\"_type\":\"block\",\"children\":[{\"_key\":\"b00f57951538\",\"_type\":\"span\",\"marks\":[],\"text\":\"Every customer action tells a story—machine learning helps you listen better and respond faster. From predicting what someone might do next to personalizing when and how you show up, it adds depth to your strategy without adding complexity.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a0968f8500ea\",\"_type\":\"block\",\"children\":[{\"_key\":\"71d89a0b5cd9\",\"_type\":\"span\",\"marks\":[],\"text\":\"The brands seeing the biggest results aren’t waiting for a perfect moment to start—they’re building smarter, more responsive journeys right now.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1c9926edfdfe\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"c1ca33f180e1\",\"_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\":\"Ready to grow? Talk to our sales team.\"},{\"_key\":\"e570341e0b49\",\"_type\":\"anchor\",\"anchorId\":\"faqs\"},{\"_key\":\"8bdfd7aaba8c\",\"_type\":\"block\",\"children\":[{\"_key\":\"573a1cb9f578\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"Forward-Looking Statements\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"79cbc1a789c6\",\"_type\":\"block\",\"children\":[{\"_key\":\"685392d373fd\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"$36\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/f0d8c0c2adc9a6ccc11f8e3c521af2473ce676fa-2400x1600.png\",\"publishedDate\":\"2025-05-09T14:49:00.000Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-a9975a513a326d7574bc8b8e3ed52fbfc44ef80b-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Discover how brands use machine learning in marketing to predict behavior, boost conversions, and deliver personalized campaigns that actually perform.\",\"pageTitle\":\"Machine learning marketing that drives results | Braze\",\"slug\":{\"_type\":\"slug\",\"current\":\"machine-learning-marketing\"}},\"title\":\"Harnessing machine learning in marketing: Benefits, use cases and best practices\"},{\"_id\":\"0d21d8d0-9f4a-4388-944b-5322544068f2\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"ac577b00c081\",\"_type\":\"block\",\"children\":[{\"_key\":\"9b167faa3815\",\"_type\":\"span\",\"marks\":[],\"text\":\"We're entering a new era of mobile messaging—and RCS is leading the way. This powerful channel, which was thrust into the spotlight last year when \"},{\"_key\":\"54fb82841960\",\"_type\":\"span\",\"marks\":[\"03ea0adf0f0d\"],\"text\":\"Apple announced\"},{\"_key\":\"47695d14fdb3\",\"_type\":\"span\",\"marks\":[],\"text\":\" that it would begin supporting it, makes it possible for marketers to deliver richer, branded messages that power compelling, trusted experiences. \"}],\"markDefs\":[{\"_key\":\"03ea0adf0f0d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whats-next-for-rcs-how-apples-big-move-could-impact-customer-engagement\"}],\"style\":\"normal\"},{\"_key\":\"c6513ee273d4\",\"_type\":\"block\",\"children\":[{\"_key\":\"f6f8fd604c7c\",\"_type\":\"span\",\"marks\":[],\"text\":\"While RCS \"},{\"_key\":\"0595ca86074f\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"is \"},{\"_key\":\"e7ef105cc163\",\"_type\":\"span\",\"marks\":[],\"text\":\"the next generation of SMS and MMS, it has some considerable differences from traditional SMS that marketers need to know in order to successfully set up and manage their RCS program. But fear not. We’re breaking everything down so you can quickly set up and start using this cutting-edge channel to create immersive, conversational experiences for your high-value mobile customers. Read on to learn:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"29571241d004\",\"_type\":\"block\",\"children\":[{\"_key\":\"92a09e479dd6\",\"_type\":\"span\",\"marks\":[],\"text\":\"How RCS device-level support and carrier coverage affect deliverability\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d916562d128d\",\"_type\":\"block\",\"children\":[{\"_key\":\"8da882c7cca1\",\"_type\":\"span\",\"marks\":[],\"text\":\"How to set up RCS as a channel\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"257076d92dbb\",\"_type\":\"block\",\"children\":[{\"_key\":\"f089f2a67b50\",\"_type\":\"span\",\"marks\":[],\"text\":\"How to get RCS compliance right\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eac9aef1f986\",\"_type\":\"block\",\"children\":[{\"_key\":\"4423155d5526\",\"_type\":\"span\",\"marks\":[],\"text\":\"Understanding RCS coverage and deliverability\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"e7e1eedaaa86\",\"_type\":\"block\",\"children\":[{\"_key\":\"0daead8593db\",\"_type\":\"span\",\"marks\":[],\"text\":\"There are two main components to RCS deliverability: Device-level support and cellular carrier coverage. Both determine whether your RCS message will be successfully received by a given user or not. Let’s dive in. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f3e189513b3c\",\"_type\":\"block\",\"children\":[{\"_key\":\"feb53f53f510\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Device-level support: \"},{\"_key\":\"170b4aece537\",\"_type\":\"span\",\"marks\":[],\"text\":\"One important thing to understand about RCS is that even though it was first introduced in 2008, it is still very much an emerging channel. Since Apple started supporting RCS in the fall of 2024, some consumers are still updating to the OS version that supports the protocol (namely, iOS18.1). It’s estimated that currently about \"},{\"_key\":\"eb3aafa9ec47\",\"_type\":\"span\",\"marks\":[\"06092589c3cb\"],\"text\":\"68% of iOS devices are updated\"},{\"_key\":\"12b0e5bc5ba9\",\"_type\":\"span\",\"marks\":[],\"text\":\" as of January 2025 and this number will continue to grow. On the other hand, RCS is enabled on nearly 100% of Android devices since it has been the standard for peer-to-peer messaging on Android devices for years. \"}],\"markDefs\":[{\"_key\":\"06092589c3cb\",\"_type\":\"link\",\"href\":\"https://www.yahoo.com/tech/apple-says-68-percent-of-all-iphones-are-running-ios-18-195956904.html?guccounter=1\u0026guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8\u0026guce_referrer_sig=AQAAAHD31bj8SxsrOcV9yWv3kvd4amjGkcz58GngJgs1VEbgIQhuqylQ1OQXnRLnE1uyFZoYS9mwGNLyVsirDsiuYZbzdkTiz2ZxCuJrMUrKdgDyy8AC8yi0H34UARzoI-tvdstcaiBQYuBM7UXOaawVXh94pf8eg89B2Z3pXyGNJhgN\"}],\"style\":\"normal\"},{\"_key\":\"70e4cbb2ba50\",\"_type\":\"block\",\"children\":[{\"_key\":\"9b9ac6f63208\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Cellular carrier coverage: \"},{\"_key\":\"0d78222926c1\",\"_type\":\"span\",\"marks\":[],\"text\":\"The other factor in the RCS delivery equation is cellular carrier support. While RCS is an IP-based protocol (meaning messages are delivered over a data network instead of a cellular network), carriers are still involved commercially in the “chain” of delivery. For example, if you want to successfully send an RCS message to a consumer who uses Verizon, Verizon needs to support the protocol. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7a08c54ab401\",\"_type\":\"block\",\"children\":[{\"_key\":\"e1afbf6af60b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Carrier coverage varies by region, with all major carriers in the UK supporting RCS, for instance, while other countries lag behind. Coverage in the US is strong, with Verizon and T-Mobile already supporting RCS and AT\u0026T planning to roll out support in early spring/summer 2025.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b24921188b3b\",\"_type\":\"richImage\",\"alt\":\"a screenshot of the movie canon campaign page\",\"asset\":{\"_ref\":\"image-63de7cfa3fa278c535cf0c1b6bf8d42cec6e6493-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"a39927f3404a\",\"_type\":\"block\",\"children\":[{\"_key\":\"bbfe00c56ea6\",\"_type\":\"span\",\"marks\":[],\"text\":\"So what does this all mean for you as a marketer? In short, you can expect less than 100% deliverability of your RCS messages. And if you’re sending into multiple countries, you can expect deliverability to vary. That’s why it’s important to look for a provider who supports \"},{\"_key\":\"f8a87dfdbe8a\",\"_type\":\"span\",\"marks\":[\"3266f28eace8\"],\"text\":\"SMS fallback\"},{\"_key\":\"ff0e25d07d7c\",\"_type\":\"span\",\"marks\":[],\"text\":\", so you can deliver your messages as SMS in circumstances when the device or carrier for that recipient doesn’t support RCS. \"}],\"markDefs\":[{\"_key\":\"3266f28eace8\",\"_type\":\"link\",\"href\":\"http://www.braze.com/product/rcs-for-business\"}],\"style\":\"normal\"},{\"_key\":\"20089a022d02\",\"_type\":\"block\",\"children\":[{\"_key\":\"eb911109cc08\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Note: We expect both device-level support and carrier coverage to ramp up dramatically in 2025. In the coming years, we predict RCS will be as ubiquitous as SMS. Instead of waiting, consider implementing RCS sooner rather than later in order to stay ahead of the curve and stand out from your competition.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c76e9f45903d\",\"_type\":\"block\",\"children\":[{\"_key\":\"d981ce6fc580\",\"_type\":\"span\",\"marks\":[],\"text\":\"Setting up the RCS channel\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"d8d28318e7dc\",\"_type\":\"block\",\"children\":[{\"_key\":\"fb93f43e3681\",\"_type\":\"span\",\"marks\":[],\"text\":\"RCS opens up major new possibilities for messaging, but that also means that setting up RCS as a channel can feel intimidating to many marketers. And while there are a couple new considerations compared to SMS, the good news is that once you get the channel set up, you can immediately start reaping the rewards of one of the channel’s main benefits—verified, branded messaging.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e5d83274337c\",\"_type\":\"richImage\",\"alt\":\"a phone screen shows a message from siege valley health\",\"asset\":{\"_ref\":\"image-003627415e404b8c6b06a5137569b2a1a6ecc75b-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"029e73f12902\",\"_type\":\"block\",\"children\":[{\"_key\":\"259eebb339a3\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"RCS verified sender: \"},{\"_key\":\"2e56dbd2513d\",\"_type\":\"span\",\"marks\":[],\"text\":\"As mentioned before, RCS is an IP-based protocol, meaning messages are sent over a data network instead of a cellular network. So instead of using a long code or short code like SMS, RCS uses a verified sender. The RCS verified sender supports out-of-the-box branding, which is displayed at the top of the message thread instead of a phone number or short code. This includes your brand’s name, logo, tagline, and contact information. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1b24678007df\",\"_type\":\"block\",\"children\":[{\"_key\":\"fc09e52f79af\",\"_type\":\"span\",\"marks\":[],\"text\":\"Plus, your contact information is accessible when users tap the verified sender. Android users will also see your brand color and a banner displayed on the contact info page. All of this comes together to help you create an authentic, owned digital space that your customers recognize when they open up the message thread. To indicate that your brand is legitimate and has been vetted by the carriers, a blue verification badge will also appear next to your logo–boosting customer trust and engagement. Setting up your RCS verified sender is a similar process to \"},{\"_key\":\"e61c51437f8f\",\"_type\":\"span\",\"marks\":[\"523b3231a454\"],\"text\":\"short code registration\"},{\"_key\":\"64fd19029f48\",\"_type\":\"span\",\"marks\":[],\"text\":\" and typically takes 4-6 weeks. \"}],\"markDefs\":[{\"_key\":\"523b3231a454\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/videos/sms-short-codes-vs-long-codes\"}],\"style\":\"normal\"},{\"_key\":\"8d04c05f2420\",\"_type\":\"block\",\"children\":[{\"_key\":\"5673768408e2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"SMS fallback:\"},{\"_key\":\"9ba436bc41bf\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\" \"},{\"_key\":\"00eb0ae9e293\",\"_type\":\"span\",\"marks\":[],\"text\":\"As a best practice to maximize deliverability, you’ll also want to have an SMS sending phone number for \"},{\"_key\":\"642ff2b79544\",\"_type\":\"span\",\"marks\":[\"d0b850b50ff5\"],\"text\":\"SMS fallback\"},{\"_key\":\"2f9e9ce28a62\",\"_type\":\"span\",\"marks\":[],\"text\":\". If you’re already sending SMS, you may be able to use your existing SMS phone number. Once you have your RCS verified sender and your SMS sending phone number for fallback, you’re almost ready to start sending messages. Choose a provider who can help walk you through the rest of the process, which includes adding your verified sender and phone number to \"},{\"_key\":\"cf368e734099\",\"_type\":\"span\",\"marks\":[\"75c5f2b84bdb\"],\"text\":\"subscription groups\"},{\"_key\":\"ab0cf920c713\",\"_type\":\"span\",\"marks\":[],\"text\":\". You’ll also want to pick a provider with \"},{\"_key\":\"aeedd7d2cf53\",\"_type\":\"span\",\"marks\":[\"e8edb9adaf1c\"],\"text\":\"built-in subscription management\"},{\"_key\":\"025a0d2b3214\",\"_type\":\"span\",\"marks\":[],\"text\":\" to automatically handle RCS opt-ins and opt-outs.\"}],\"markDefs\":[{\"_key\":\"d0b850b50ff5\",\"_type\":\"link\",\"href\":\"http://www.braze.com/product/rcs-for-business\"},{\"_key\":\"75c5f2b84bdb\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/sms/sms_subscription_group\"},{\"_key\":\"e8edb9adaf1c\",\"_type\":\"link\",\"href\":\"http://www.braze.com/product/rcs-for-business\"}],\"style\":\"normal\"},{\"_key\":\"d529cf0cbcdb\",\"_type\":\"block\",\"children\":[{\"_key\":\"e2ac72fc88dc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Getting RCS compliance right and building your list\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"9a4777d48778\",\"_type\":\"block\",\"children\":[{\"_key\":\"1cc5fa4daf3c\",\"_type\":\"span\",\"marks\":[],\"text\":\"The final thing you’ll want to handle before you start sending RCS campaigns is compliance considerations. Because the channels are very similar, the same laws, regulations, and carrier policies that apply to SMS also apply to RCS, including TCPA rules for collecting opt-in and CTIA guidelines, including SHAFT. In terms of opt-ins, work with your legal team to determine how you should collect opt-ins, especially if you’re already sending SMS today. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1126841fd4e6\",\"_type\":\"block\",\"children\":[{\"_key\":\"e2a54f534f76\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"List growth strategies: \"},{\"_key\":\"5cdcca9cc0b6\",\"_type\":\"span\",\"marks\":[],\"text\":\"A key element to setting up and scaling your RCS program is growing your subscriber list to support your customer engagement goals. If you’re already running list building campaigns for SMS, you can simply update the language to be inclusive of SMS and RCS. For example: “Get 15% when you sign up for SMS/RCS today!” \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cfc924100029\",\"_type\":\"richImage\",\"alt\":\"a phone with a message that says let 's connect\",\"asset\":{\"_ref\":\"image-d9d8c522861d00190fd61999780be3c3a84b8c55-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"5bda11d52f70\",\"_type\":\"block\",\"children\":[{\"_key\":\"0c1f5155223d\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you’re starting from scratch, there are several ways to build your list and collect opt-ins including:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5c96ca315c70\",\"_type\":\"block\",\"children\":[{\"_key\":\"2484317023cd\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"An in-app or in-browser pop-up after key moments. \"},{\"_key\":\"b709a7492100\",\"_type\":\"span\",\"marks\":[],\"text\":\"For example, after a customer makes a purchase, prompt them to subscribe so they can receive future order status updates via RCS. Check out our \"},{\"_key\":\"3b56614a1b03\",\"_type\":\"span\",\"marks\":[\"07e14418cfbb\"],\"text\":\"no-code SMS/RCS sign-up form \"},{\"_key\":\"76e41dc50a72\",\"_type\":\"span\",\"marks\":[],\"text\":\"which is already set up to automatically collect phone numbers and update the user’s subscription status.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"07e14418cfbb\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/in-app_messages/drag_and_drop/templates/phone_number_capture\"}],\"style\":\"normal\"},{\"_key\":\"7e9efc34a757\",\"_type\":\"block\",\"children\":[{\"_key\":\"41c3d3f1d62f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"On your mobile app or website. \"},{\"_key\":\"ad705a4ea9fa\",\"_type\":\"span\",\"marks\":[],\"text\":\"You might already be collecting customer phone numbers during account registration or at checkout. This is a perfect place to ask customers to sign up to receive messaging over RCS.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"83fb14a88f95\",\"_type\":\"block\",\"children\":[{\"_key\":\"42f3d753b02c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Landing page. \"},{\"_key\":\"4d4d82be2b95\",\"_type\":\"span\",\"marks\":[],\"text\":\"Drive users to a \"},{\"_key\":\"27fbcde58a2c\",\"_type\":\"span\",\"marks\":[\"3740191bb81d\"],\"text\":\"landing page\"},{\"_key\":\"aaee54e2ca0e\",\"_type\":\"span\",\"marks\":[],\"text\":\" from an email or any other digital marketing campaign. Convey the benefits of signing up for RCS on the landing page (for example, early access to sales or exclusive offers) and collect phone numbers directly on the page. \"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"3740191bb81d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/landing_pages/creating_pages\"}],\"style\":\"normal\"},{\"_key\":\"18f37fc413fd\",\"_type\":\"block\",\"children\":[{\"_key\":\"0be105ccb642\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"e40a46f7c8f7\",\"_type\":\"block\",\"children\":[{\"_key\":\"2ffd7862b616\",\"_type\":\"span\",\"marks\":[],\"text\":\"RCS is a fascinating tool, in part because it’s both an emerging channel and the newest member of a long-running family of engagement channels, following SMS and MMS. Consumers are still discovering RCS, but as they learn what it makes possible and begin to get used to the rich, exceptional experiences it can power in their interactions with other brands, it’s going to quickly become more important to ensure you’re able to meet their growing expectations. By starting to think about RCS now, you can maximize the impact of your investment and save yourself a potential headache later.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"29efca69cc8f\",\"_type\":\"block\",\"children\":[{\"_key\":\"4adfbbba3c3e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Want to learn more about sending RCS with Braze? Learn more about the Braze platform’s \"},{\"_key\":\"70032e9becfd\",\"_type\":\"span\",\"marks\":[\"8afe60d0ff3a\"],\"text\":\"native support for the channel\"},{\"_key\":\"a1294e94add9\",\"_type\":\"span\",\"marks\":[],\"text\":\" and find inspirational use cases in our \"},{\"_key\":\"de3cde88ce80\",\"_type\":\"span\",\"marks\":[\"b1be9b99fc4b\"],\"text\":\"SMS \u0026 RCS Inspiration Guide\"},{\"_key\":\"7e9920aa252c\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"b1be9b99fc4b\",\"_type\":\"link\",\"blank\":false},{\"_key\":\"8afe60d0ff3a\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/introducing-braze-native-RCS-support\"}],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/0524a2ac9aa9cf6ef066aa1cb2225cd5789df0bf-3840x2160.png\",\"publishedDate\":\"2025-06-10T21:58:00.000Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-1bbd04e0361374f2023cdfd6a58b92ecab16eaa3-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"It's time for marketing to start thinking about leveraging RCS as part of their customer messaging efforts. Read on to discover how to get started with this powerful new channel!\",\"pageTitle\":\"Getting started with RCS messaging\",\"slug\":{\"_type\":\"slug\",\"current\":\"rcs-getting-started\"}},\"title\":\"Getting started with RCS marketing \"},{\"_id\":\"14e6a6d7-dd65-4e22-a807-d4d678cd3439\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"af9552d201fa\",\"_type\":\"block\",\"children\":[{\"_key\":\"106cc9f84ea7\",\"_type\":\"span\",\"marks\":[],\"text\":\"AI decisioning platforms give teams a way to personalize decisions at scale, using reinforcement learning to pick the best combination of message, channel, timing, and offer for each individual. 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And later this year, Outlook may begin to reject non-compliant messages altogether.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ac87665523ce\",\"_type\":\"block\",\"children\":[{\"_key\":\"752d9485966c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here’s what Outlook will be looking for:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0ce8bcd1ccb5\",\"_type\":\"block\",\"children\":[{\"_key\":\"0266d8cdd5fc0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"SPF (Sender Policy Framework):\"},{\"_key\":\"0266d8cdd5fc1\",\"_type\":\"span\",\"marks\":[],\"text\":\" This validates which servers are authorized to send on your behalf.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e1b7160b1407\",\"_type\":\"block\",\"children\":[{\"_key\":\"3eeac09f2b080\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"DKIM (DomainKeys Identified Mail):\"},{\"_key\":\"3eeac09f2b081\",\"_type\":\"span\",\"marks\":[],\"text\":\" This uses a digital signature to verify that your message hasn’t been tampered with.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e12fa61e40e9\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b69299abf080\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"DMARC (Domain-based Message Authentication, Reporting, and Conformance):\"},{\"_key\":\"7b69299abf081\",\"_type\":\"span\",\"marks\":[],\"text\":\" This tells mailbox providers what to do if a message fails SPF or DKIM. Requires at least a p=none policy and alignment with either SPF or DKIM (ideally both).\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"84410a2f2d71\",\"_type\":\"block\",\"children\":[{\"_key\":\"1af574a807070\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Good news for Braze customers\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e4c7b526ba13\",\"_type\":\"block\",\"children\":[{\"_key\":\"7e7f2f7eecf10\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"SPF and DKIM?\"},{\"_key\":\"7e7f2f7eecf11\",\"_type\":\"span\",\"marks\":[],\"text\":\" Braze handles those for you—no action needed.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ebc26fc51890\",\"_type\":\"block\",\"children\":[{\"_key\":\"4b1002f8dc650\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"DMARC?\"},{\"_key\":\"4b1002f8dc651\",\"_type\":\"span\",\"marks\":[],\"text\":\" That’s your responsibility. You’ll need to configure this in your domain’s Domain Name Service (DNS).\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ae832dd13b38\",\"_type\":\"block\",\"children\":[{\"_key\":\"c0e0415e42830\",\"_type\":\"span\",\"marks\":[],\"text\":\"Need help getting started with DMARC?\"},{\"_key\":\"c0e0415e42831\",\"_type\":\"span\",\"marks\":[\"03bbf5a65b93\"],\"text\":\" Reach out to Braze Support\"},{\"_key\":\"c0e0415e42832\",\"_type\":\"span\",\"marks\":[],\"text\":\", and we’ll help point you in the right direction.\"}],\"markDefs\":[{\"_key\":\"03bbf5a65b93\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/administrative/access_braze/support\"}],\"style\":\"normal\"},{\"_key\":\"515d064a2c37\",\"_type\":\"block\",\"children\":[{\"_key\":\"5aa8c0afddb70\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Outlook email updates: What else should you know?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"45186c337b3d\",\"_type\":\"block\",\"children\":[{\"_key\":\"be7cda952c9a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"In addition to the updates mentioned above, Microsoft is also recommending senders adopt some tried-and-true email best practices. These aren’t technically required \"},{\"_key\":\"be7cda952c9a1\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"yet\"},{\"_key\":\"be7cda952c9a2\",\"_type\":\"span\",\"marks\":[],\"text\":\", but their inclusion is a strong signal that the industry is heading this way. Senders who don't eventually comply are likely to be left behind!\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"540e659ed75b\",\"_type\":\"block\",\"children\":[{\"_key\":\"c7859d7b6a000\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Sender hygiene tips to keep in mind\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"23f1c747e6e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"866e86096b440\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Use a valid “From” or “Reply-To” address\"},{\"_key\":\"866e86096b441\",\"_type\":\"span\",\"marks\":[],\"text\":\" that reflects your real domain and can receive messages. No more noreply@ addresses—email is a two-way street. If you can send emails, you should also be able to receive them.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"186f6c923bf4\",\"_type\":\"block\",\"children\":[{\"_key\":\"470c233cc9100\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Include a clear, working unsubscribe link in every marketing or bulk message.\"},{\"_key\":\"470c233cc9101\",\"_type\":\"span\",\"marks\":[],\"text\":\"If recipients can’t easily opt out, they’ll hit “Report Spam”—hurting your sender reputation. Not only is this a recommendation, it’s actually a legal requirement in many jurisdictions (including the \"},{\"_key\":\"470c233cc9102\",\"_type\":\"span\",\"marks\":[\"af5349cf84cb\"],\"text\":\"US\"},{\"_key\":\"470c233cc9103\",\"_type\":\"span\",\"marks\":[],\"text\":\").\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"af5349cf84cb\",\"_type\":\"link\",\"href\":\"https://www.fcc.gov/general/can-spam\"}],\"style\":\"normal\"},{\"_key\":\"6874e6819a99\",\"_type\":\"block\",\"children\":[{\"_key\":\"085ff3d7c68e0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Perform list hygiene regularly to remove invalid or inactive addresses.\"},{\"_key\":\"085ff3d7c68e1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze automatically suppresses hard bounces, but you’ll need to manage soft bounces using our \"},{\"_key\":\"085ff3d7c68e2\",\"_type\":\"span\",\"marks\":[\"a15dc3f4648a\"],\"text\":\"soft bounce filter\"},{\"_key\":\"085ff3d7c68e3\",\"_type\":\"span\",\"marks\":[],\"text\":\" or by targeting recipients based on positive engagement history.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"a15dc3f4648a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/segments/segmentation_filters\"}],\"style\":\"normal\"},{\"_key\":\"2534d34449ec\",\"_type\":\"block\",\"children\":[{\"_key\":\"5919dac15a1c0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Be transparent.\"},{\"_key\":\"5919dac15a1c1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use accurate subject lines and make sure everyone on your list voluntarily opted in to your mailing list, ideally through a \"},{\"_key\":\"5919dac15a1c2\",\"_type\":\"span\",\"marks\":[\"61fb9fb6aa0e\"],\"text\":\"double opt-in\"},{\"_key\":\"5919dac15a1c3\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"61fb9fb6aa0e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/embracing-the-email-double-opt-in\"}],\"style\":\"normal\"},{\"_key\":\"7883f0445ac3\",\"_type\":\"block\",\"children\":[{\"_key\":\"c0d110723c1f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Monitor your Microsoft reputation data.\"},{\"_key\":\"5fcfd1f41f8b\",\"_type\":\"span\",\"marks\":[],\"text\":\" The \"},{\"_key\":\"16427d65be52\",\"_type\":\"span\",\"marks\":[\"2dc6dfd4c432\"],\"text\":\"Braze Deliverability Center\"},{\"_key\":\"53a3ef120d98\",\"_type\":\"span\",\"marks\":[],\"text\":\" provides you insights directly from Microsoft’s Outlook.com domains on how you’re performing in these mailboxes as a sender. Proactively monitor your spam filtering, spam trap hits, and complaint rate to gauge your sender reputation.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"2dc6dfd4c432\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/analytics/dashboard/deliverability_center#setting-up-microsoft-smart-network-data-services-snds\"}],\"style\":\"normal\"},{\"_key\":\"db565c8f349c\",\"_type\":\"block\",\"children\":[{\"_key\":\"07978a72057c0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Outlook email updates: Enforcement timeline\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"06c86012971d\",\"_type\":\"block\",\"children\":[{\"_key\":\"c9b537f5aa9f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"As we get closer to the enforcement deadline, there’s more that email marketers may need to do. Here's what to expect:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ec8e85b36bce\",\"_type\":\"block\",\"children\":[{\"_key\":\"9d0c785193570\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Now:\"},{\"_key\":\"9d0c785193571\",\"_type\":\"span\",\"marks\":[],\"text\":\" Start preparing ASAP. Review your SPF, DKIM, and DMARC records and make sure everything is aligned. Not sure how? Send yourself a test email and \"},{\"_key\":\"9d0c785193572\",\"_type\":\"span\",\"marks\":[\"10595560c197\"],\"text\":\"inspect the headers\"},{\"_key\":\"9d0c785193573\",\"_type\":\"span\",\"marks\":[],\"text\":\". If SPF, DKIM, or DMARC don’t show “pass,” something needs attention. Braze customers should reach out to their CSM or open a Support ticket for assistance.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"10595560c197\",\"_type\":\"link\",\"href\":\"https://mxtoolbox.com/public/content/emailheaders/\"}],\"style\":\"normal\"},{\"_key\":\"ace90869fb45\",\"_type\":\"block\",\"children\":[{\"_key\":\"a2e93d51b0ec\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"May 5, 2025:\"},{\"_key\":\"a3fed33d8f66\",\"_type\":\"span\",\"marks\":[],\"text\":\" Outlook begins rejecting non-compliant messages from non-compliant high-volume senders.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"31f58f1c7e99\",\"_type\":\"block\",\"children\":[{\"_key\":\"217f3ed12ac8\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Later in 2025 (exact date TBD):\"},{\"_key\":\"dcef8d1a1b72\",\"_type\":\"span\",\"marks\":[],\"text\":\" Microsoft may invoke additional filtering based on email best practice recommendations\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f1aac9b7e2e4\",\"_type\":\"block\",\"children\":[{\"_key\":\"e531a7c171ef0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Even if you currently send fewer than 5,000 emails per day, this is a great time to implement these best practices. Solid authentication and adherence to email best practices protects your customers, and your brand.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2a6da0d17eee\",\"_type\":\"block\",\"children\":[{\"_key\":\"1b93e37747db0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"TL;DR for Braze senders\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"068116375673\",\"_type\":\"block\",\"children\":[{\"_key\":\"85641ee188f20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here’s a quick checklist to stay compliant and maintain inbox trust:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e878f062b03f\",\"_type\":\"block\",\"children\":[{\"_key\":\"f04a5d9c67320\",\"_type\":\"span\",\"marks\":[],\"text\":\"SPF \u0026 DKIM? Already covered by Braze.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0d06fec4da81\",\"_type\":\"block\",\"children\":[{\"_key\":\"cacabba8c3d10\",\"_type\":\"span\",\"marks\":[],\"text\":\"DMARC? You need to set it up (p=none at a minimum) in your domain’s DNS.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d9a68930405b\",\"_type\":\"block\",\"children\":[{\"_key\":\"14f51dd5a79d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"“From” and “Reply-To” addresses must be valid and monitored (ditch the \"},{\"_key\":\"14f51dd5a79d1\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"noreply\"},{\"_key\":\"14f51dd5a79d2\",\"_type\":\"span\",\"marks\":[],\"text\":\"@).\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4ebb775d4a0e\",\"_type\":\"block\",\"children\":[{\"_key\":\"3cc6cbf3f5260\",\"_type\":\"span\",\"marks\":[],\"text\":\"Include working unsubscribe links. Any message without one is more vulnerable to spam complaints.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7cf4ac1b471d\",\"_type\":\"block\",\"children\":[{\"_key\":\"fe80105773ec0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Manage your list regularly. Either target sends based on positive engagement like opens or clicks, or suppress non-engagers.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"034042adffa7\",\"_type\":\"block\",\"children\":[{\"_key\":\"7c5c394145da\",\"_type\":\"span\",\"marks\":[],\"text\":\"Need a hand? Contact Braze Support and we can point you in the right direction.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1e910b450230\",\"_type\":\"block\",\"children\":[{\"_key\":\"26aada78630c0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final thoughts from the Braze Email Deliverability Services team\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"302f9132c3ef\",\"_type\":\"block\",\"children\":[{\"_key\":\"85f625c428970\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here at Braze, we’re all about secure, trustworthy email—and these changes from Outlook are a step in the right direction. If you’re already sending through Braze, you’re likely in great shape. For additional deliverability support, consider obtaining \"},{\"_key\":\"85f625c428971\",\"_type\":\"span\",\"marks\":[\"1ecb109be66a\"],\"text\":\"Deliverability Services\"},{\"_key\":\"85f625c428972\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"1ecb109be66a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/email-deliverability\"}],\"style\":\"normal\"},{\"_key\":\"442ff963953a\",\"_type\":\"block\",\"children\":[{\"_key\":\"f132e6e272430\",\"_type\":\"span\",\"marks\":[],\"text\":\"Let’s work together to keep inboxes clean, sending reputations strong, and email ROI sky-high.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/d7360a3a9f71d0be7c3b9c16635444d1b0b585cb-3840x2160.png\",\"publishedDate\":\"2025-04-24T09:00:19.124Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-4206e6a3bb2a16faabe4466d91e0143f3f514593-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"tarting May 5, 2025, Microsoft’s Outlook.com (including domains like hotmail.com, live.com, and outlook.com) will begin enforcing stricter authentication requirements for high-volume senders. This announcement is one more step in the broader email ecosystem’s push toward stronger authentication, better security, and less spam in consumer inboxes.\",\"pageTitle\":\"Outlook's new email requirements and what they mean for senders\",\"slug\":{\"_type\":\"slug\",\"current\":\"2025-microsoft-outlook-email-updates\"}},\"title\":\"Look out: Outlook's new email requirements and what they mean for Braze senders\"}]}]}],[\"$\",\"section\",null,{\"className\":\"supergraphic-4 relative overflow-hidden contain-layout\",\"children\":[false,\"$undefined\",[\"$\",\"div\",null,{\"className\":\"\",\"children\":[[\"$\",\"$L37\",null,{\"switchbackData\":{\"logo\":{\"source\":\"/images/dummy-images/logo1.png\",\"alt\":\"logo\",\"width\":144,\"height\":45},\"headingKey\":\"partnerSwitchHeading\",\"contentKeys\":[\"partnerSwitchContent1\",\"partnerSwitchContent2\",\"partnerSwitchContent3\"],\"background\":\"bg-white\"},\"locale\":\"en-us\"}],[\"$\",\"div\",null,{\"className\":\"container flex grid-cols-2 flex-col px-4 gap-8 pb-24 md:flex-row\",\"children\":[[\"$\",\"div\",\"0\",{\"className\":\"container flex w-full flex-col justify-between gap-8\",\"children\":[[\"$\",\"h4\",null,{\"children\":\"Join our open technology ecosystem\"}],[\"$\",\"p\",null,{\"children\":\"Our platform is designed for flexible, easy integration so you can build solutions that solve customer challenges and accelerate business growth.\"}],[\"$\",\"$L2f\",null,{\"label\":\"Become a Technology Partner\",\"variant\":\"primary\",\"href\":\"/partners/become-a-braze-technology-partner\",\"className\":\"h-[44px]\"}]]}],[\"$\",\"div\",\"1\",{\"className\":\"container flex w-full flex-col justify-between gap-8\",\"children\":[[\"$\",\"h4\",null,{\"children\":\"Join our global services network\"}],[\"$\",\"p\",null,{\"children\":\"Agencies, consultants, and systems integrators build robust service offerings with Braze.\"}],[\"$\",\"$L2f\",null,{\"label\":\"Become a Delivery Partner\",\"variant\":\"primary\",\"href\":\"/partners/become-a-braze-solutions-partner\",\"className\":\"h-[44px]\"}]]}]]}]]}],false]}],[\"$\",\"section\",null,{\"className\":\"bg-blurPurple blur-purple-animation relative overflow-hidden contain-layout pt-10 sm:pt-16 pb-10 sm:pb-16 custom-background\",\"children\":[false,\"$undefined\",[\"$\",\"div\",null,{\"className\":\"\",\"children\":[\"$\",\"div\",null,{\"className\":\"flex w-full flex-col items-center py-16 lg:py-24\",\"children\":[\"$\",\"div\",null,{\"className\":\"container flex flex-col gap-12 items-center\",\"children\":[[\"$\",\"div\",null,{\"className\":\"flex max-w-[768px] flex-col items-center gap-5 text-center\",\"children\":[[\"$\",\"h2\",null,{\"id\":\"its-time-to-be-a-better-marketer\",\"className\":\"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\",\"children\":[[\"$\",\"span\",null,{\"className\":\"block\",\"children\":[[\"$\",\"span\",\"3e4a71e218cd0\",{\"className\":\"\",\"children\":\"It's time to be a better marketer\"}]]}]]}],\"$undefined\"]}],[\"$\",\"div\",null,{\"className\":\"flex w-full flex-col justify-center gap-8 md:flex-row lg:flex-row items-center\",\"children\":[[[\"$\",\"$L2f\",\"cpanel-cta-1\",{\"label\":\"Get Started\",\"variant\":\"white-button\",\"size\":\"xl\",\"href\":\"/get-started\"}],[\"$\",\"$L2f\",\"cpanel-cta-2\",{\"label\":\"See How Braze Works\",\"variant\":\"white-ghost-link\",\"size\":\"xl\",\"href\":\"/product\"}]],\"$undefined\"]}]]}]}]}],false]}]]}]\n"])</script></body></html>