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always-on AI agents</span></div></a></li><li><a class="nav-item flex gap-3" href="/product/reporting-analytics"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="presentation-chart-01"><use href="/icons/sprites.svg#presentation-chart-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Reporting & Analytics</span><span class="text-sm font-normal text-gray-600">Analyze performance & uncover insights</span></div></a></li></ul></div></div></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 xl:w-3/5 before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">FEATURED CHANNELS</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/product/email"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="mail-01"><use href="/icons/sprites.svg#mail-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Email</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/mobile-app-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-02"><use href="/icons/sprites.svg#phone-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Mobile App Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/web-messaging"><div 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aria-label="star-02"><use href="/icons/sprites.svg#star-02"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="font-semibold text-gray-900 text-md">How It Works</span><p class="font-normal text-gray-600 text-sm">Get a breakdown of our vertically- integrated technology</p></div></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[14px] py-2 text-sm bg-white border border-transparent text-gray-900 shadow-xs hover:bg-[#F9FAFB] active:bg-white active:border-[#D0D5DD] active:border disabled:bg-white disabled:border-[#EAECF0] disabled:border disabled:text-[#98A2B3] w-full" href="/product">Learn More</a></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" 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class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Increase Engagement</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Braze For</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/braze-for-engineering"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-01"><use href="/icons/sprites.svg#code-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Engineering</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/braze-for-startups"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-03"><use 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srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75"/></div><div class="flex w-full flex-col gap-3 pt-6"><span class="text-md font-semibold text-gray-900">2026 Global Customer Engagement Review</span><span class="text-md font-normal text-gray-600">For our sixth Global CER, we surveyed over 2,200 marketing leaders and analyzed upwards of 6 billion data points spanning more than 750 brands</span></div></div></a></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs 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font-semibold text-md">Braze Alloys</span><span class="text-sm font-normal text-gray-600">Explore and connect with our trusted Technology or Solutions partners</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/solutions-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-01"><use href="/icons/sprites.svg#users-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Delivery Partners</span><span class="text-sm font-normal text-gray-600">Discover our partnerships with the world's leading agencies, consultancies, and system integrators</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/technology-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-02"><use 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hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 w-full xl:hidden" href="/get-started">Get Started</a><button data-collapse-toggle="mega-menu-full" type="button" class="flex-none h-full focus:outline-none focus:ring-2 xl:hidden p-4" aria-controls="mega-menu-full" aria-expanded="false"><span class="sr-only">Open main menu</span><span class="block relative h-[13px] w-[16px]"><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-0 rotate-0"></span><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-[6px] opacity-1"></span><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-[12px] rotate-0"></span></span></button></div></div></nav></header><main><!--$--><div class="relative w-full overflow-hidden bg-gray-50 pt-[74px] partner-detail-hero"><div class="container relative z-10 pb-20 pt-6"><div class="flex gap-1 text-xs"><a aria-label="Link to technology partners" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-bold text-[#310CCE] capitalize" href="/partners/technology-partners">Partners</a><span class="text-white text-md">/</span><a aria-label="Link to snapchat" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-medium text-[#344054] bg-[#FFFFFFB2] truncate" href="/partners/technology-partners/snapchat">Snapchat</a></div><script type="application/ld+json">{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Partners","item":"https://www.braze.com/partners/technology-partners"},{"@type":"ListItem","position":2,"name":"Snapchat","item":"https://www.braze.com/partners/technology-partners/snapchat"}]}</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="Snap" 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%2F0c1409d5b942070994e929525fb2eef461150ad3-580x200.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F0c1409d5b942070994e929525fb2eef461150ad3-580x200.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F0c1409d5b942070994e929525fb2eef461150ad3-580x200.png&w=384&q=75"/></div><div class="flex flex-col items-start gap-8"><h2 class="max-w-screen-md text-start">Snapchat</h2><div class="flex flex-col gap-3 md:flex-row"><a class="inline-flex items-center justify-center text-center rounded-full 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/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F740d207cd0d912cf8c7f67f1f181cdd4d5fc8888-1120x660.gif&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F740d207cd0d912cf8c7f67f1f181cdd4d5fc8888-1120x660.gif&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">8<!-- --> min read</span></div><h4 class="text-display-xs font-bold">How Are You Connected To Your Customers?</h4><span class="text-sm font-bold text-gray-500">December 21, 2018</span></div></div></a></div></div><div data-index="6" tabindex="-1" class="slick-slide slick-cloned" aria-hidden="true" style="width:9.090909090909092%"><div><a class="flex px-4 text-gray-900 hover:text-primary-700 h-full w-full" aria-label="What It Takes to Send and Optimize an Email Campaign, Step by Step" href="/resources/articles/email-marketing-campaign-step-by-step"><div class="relative flex size-full flex-col overflow-hidden rounded-xl bg-white shadow-xl"><div class="h-[216px] w-full overflow-hidden rounded-xl bg-gradient-card"><img alt="What It Takes to Send and Optimize an Email Campaign, Step by Step" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="size-full rounded-xl object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa574eb96f968fd40f0fd4f2045f7a5520df1a771-1400x700.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa574eb96f968fd40f0fd4f2045f7a5520df1a771-1400x700.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa574eb96f968fd40f0fd4f2045f7a5520df1a771-1400x700.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">8<!-- --> min read</span></div><h4 class="text-display-xs font-bold">What It Takes to Send and Optimize an Email Campaign, Step by Step</h4><span class="text-sm font-bold text-gray-500">August 16, 2019</span></div></div></a></div></div><div data-index="7" tabindex="-1" class="slick-slide slick-cloned" aria-hidden="true" style="width:9.090909090909092%"><div><a class="flex px-4 text-gray-900 hover:text-primary-700 h-full w-full" aria-label="Platforms vs. Channels: What’s the Difference?" href="/resources/articles/platforms-vs-channels-whats-the-difference"><div class="relative flex size-full flex-col overflow-hidden rounded-xl bg-white shadow-xl"><div class="h-[216px] w-full overflow-hidden rounded-xl bg-gradient-card"><img alt="Platforms vs. Channels: What’s the Difference?" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="size-full rounded-xl object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F2a554519ca27dffd1f2d7414ba0bf6a0354d2d90-3840x2160.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F2a554519ca27dffd1f2d7414ba0bf6a0354d2d90-3840x2160.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F2a554519ca27dffd1f2d7414ba0bf6a0354d2d90-3840x2160.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">17<!-- --> min read</span></div><h4 class="text-display-xs font-bold">Platforms vs. Channels: What’s the Difference?</h4><span class="text-sm font-bold text-gray-500">February 26, 2025</span></div></div></a></div></div></div></div><ul style="display:block" class="slick-dots"><li class="slick-active"><button>1</button></li><li class=""><button>2</button></li><li class=""><button>3</button></li><li class=""><button>4</button></li></ul></div></div></div></div><section class="supergraphic-4 relative overflow-hidden contain-layout"><div class=""><div class="w-full px-4 py-16 md:px-14 md:py-20"><div class="container flex flex-col justify-between gap-8 md:flex-row"><div class="flex flex-col gap-6"><img alt="logo" loading="lazy" width="144" height="45" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=256&q=75 1x, /_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75 2x" src="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75"/><h1 class="text-black text-display-xs md:text-display-lg">Shape the future of customer engagement with us</h1></div><div class="flex flex-col gap-[10px]"><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Differentiate your product and service offerings</span></div><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Join a global community of innovators</span></div><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Tap into training, certification, marketing, and sales program support</span></div></div></div></div><div class="container flex grid-cols-2 flex-col px-4 gap-8 pb-24 md:flex-row"><div class="container flex w-full flex-col justify-between gap-8"><h4>Join our open technology 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 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]" href="/get-started">Get Started</a><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-5 py-3 text-md bg-transparent text-white border border-transparent hover:bg-[#ffffff1a] active:bg-[#ffffff1a] active:border-[#FFF] disabled:bg-transparent disabled:text-[#98A2B3]" href="/product">See How Braze Works</a></div></div></div></div></section><!--/$--></main><footer class="bg-gradient-to-b from-transparent to-rgba"><div class="container flex flex-col items-start gap-10 px-8 py-24 md:px-24"><div class="flex flex-col items-start gap-6"><div class="text-[24px] font-extrabold leading-[110%] tracking-[-0.96px] text-gray-900 sm:text-[48px]"><p>Braze.<br/>Be Absolutely<br/>Engaging.™</p></div><div class="flex flex-row items-end gap-6"><a href="https://www.instagram.com/braze/"><img alt="Discord" loading="lazy" width="24" height="24" decoding="async" data-nimg="1" class="object-contain" style="color:transparent" 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aria-label="Journey Orchestration" href="/product/journey-orchestration">Journey Orchestration</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Reporting" href="/product/reporting-analytics">Reporting</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Email" href="/product/email">Email</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Mobile App Messaging" href="/product/mobile-app-messaging">Mobile App Messaging</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Web Messaging" href="/product/web-messaging">Web Messaging</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="SMS/RCS" href="/product/sms">SMS/RCS</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="WhatsApp" href="/product/whatsapp">WhatsApp</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Media Audience Sync" href="/product/audience-sync">Media Audience Sync</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="LINE" href="/product/line">LINE</a></div><div class="flex flex-col"><div class="mt-6 w-full border-t border-gray-300"></div></div><div class="flex flex-col"><div class="flex flex-row items-start gap-6 pt-10"><img alt="AIPCA | SOC" loading="lazy" width="56" height="56" decoding="async" data-nimg="1" class="object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F6b9c0ae7f2c8420ce151b1f56bb7db2967e1445a-224x221.png&w=64&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F6b9c0ae7f2c8420ce151b1f56bb7db2967e1445a-224x221.png&w=128&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F6b9c0ae7f2c8420ce151b1f56bb7db2967e1445a-224x221.png&w=128&q=75"/><img alt="ISO 27001" loading="lazy" width="56" height="56" decoding="async" data-nimg="1" class="object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa3a554852950907fc9e19a4364fb05b54d03e4c4-216x220.png&w=64&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa3a554852950907fc9e19a4364fb05b54d03e4c4-216x220.png&w=128&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa3a554852950907fc9e19a4364fb05b54d03e4c4-216x220.png&w=128&q=75"/></div></div></div><div class="flex flex-col gap-4 sm:w-1/3"><div class="flex flex-col"><div class="text-sm font-bold text-gray-900 ">Solutions</div></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Retail & eCommerce" href="/solutions/retail-and-ecommerce">Retail & eCommerce</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Financial Services" href="/solutions/financial-services">Financial Services</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Travel & Hospitality" href="/solutions/travel-hospitality">Travel & Hospitality</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Media & Entertainment" href="/solutions/media-entertainment">Media & Entertainment</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Gaming" href="/solutions/gaming">Gaming</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="On Demand" href="/solutions/on-demand">On Demand</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Learn more about QSR" href="/solutions/qsr">QSR</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Optimize Onboarding" href="/solutions/optimize-onboarding">Optimize Onboarding</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Boost Productivity" href="/product/boost-productivity">Boost Productivity</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Improve Acquisition" href="/solutions/improve-acquisition">Improve Acquisition</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Reduce Churn" href="/solutions/reduce-churn">Reduce Churn</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Increase Engagement" href="/solutions/increase-engagement">Increase Engagement</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Braze for Engineering" href="/braze-for-engineering">Braze for Engineering</a></div><div class="flex flex-col"><div class="text-sm font-bold text-gray-900 mt-6">Company</div></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="About Us" href="/company">About Us</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Careers" href="/company/careers">Careers</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="News" href="/company/news">News</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Investor Relations" href="https://investors.braze.com/overview/default.aspx">Investor Relations</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Learn more about ESG" href="https://esg.braze.com/overview/default.aspx">ESG</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Legal" href="/company/legal">Legal</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Contact Us & Locations" href="/company/contact">Contact Us & Locations</a></div></div><div class="flex flex-col gap-4 sm:w-1/3"><div class="flex flex-col"><a class="text-sm font-bold text-gray-900 " aria-label="Resources" href="/resources">Resources</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Case Studies" href="/customers">Case Studies</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Blog" href="/resources/articles">Blog</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Reports & Guides" 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More than four years after announcing that it would move to deprecate third-party cookies within its \"},{\"_key\":\"1b133910e3983\",\"_type\":\"span\",\"marks\":[\"a243c90fedbf\"],\"text\":\"globally dominant\"},{\"_key\":\"1b133910e3984\",\"_type\":\"span\",\"marks\":[],\"text\":\" Chrome web browser, the company said that it was considering backtracking on that commitment and instead taking steps to give users more control over whether they could be tracked by advertisers.\"}],\"markDefs\":[{\"_key\":\"f48836639034\",\"_type\":\"link\",\"href\":\"https://privacysandbox.com/intl/en_us/news/privacy-sandbox-update/\"},{\"_key\":\"a243c90fedbf\",\"_type\":\"link\",\"href\":\"https://gs.statcounter.com/browser-market-share\"}],\"style\":\"normal\"},{\"_key\":\"2c5cf674314c\",\"_type\":\"block\",\"children\":[{\"_key\":\"2c5cf674314c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"This news, shared in a \"},{\"_key\":\"2c5cf674314c1\",\"_type\":\"span\",\"marks\":[\"957a1ce1c503\"],\"text\":\"blog post\"},{\"_key\":\"2c5cf674314c2\",\"_type\":\"span\",\"marks\":[],\"text\":\" on the website of Google’s Privacy Sandbox initiative, didn’t definitively rule out deprecating cookies in the future. However, it said that the potential shift had come about after the company “received feedback from a wide variety of stakeholders, including regulators like the UK’s Competition and Markets Authority (CMA) and Information Commissioner's Office (ICO), publishers, web developers and standards groups, civil society, and participants in the advertising industry.”\"}],\"markDefs\":[{\"_key\":\"957a1ce1c503\",\"_type\":\"link\",\"href\":\"https://privacysandbox.com/intl/en_us/news/privacy-sandbox-update/\"}],\"style\":\"normal\"},{\"_key\":\"c09bdedb791f\",\"_type\":\"block\",\"children\":[{\"_key\":\"c09bdedb791f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"This, to put it lightly, is a big change of heart. Since Google’s 2020 announcement, companies around the world have had to rethink their data strategy, with many brands choosing to re-center their marketing efforts around \"},{\"_key\":\"c09bdedb791f1\",\"_type\":\"span\",\"marks\":[\"409a6af13b3d\"],\"text\":\"first-party data\"},{\"_key\":\"c09bdedb791f2\",\"_type\":\"span\",\"marks\":[],\"text\":\" instead. But while this about-face could mean that some third-party cookies stick around, the dynamics driving the shift to first-party data haven’t fundamentally changed. Accordingly, brands who follow through on this key transformation are setting themselves up for future success.\"}],\"markDefs\":[{\"_key\":\"409a6af13b3d\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-925351\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"72d6c46a39e3\",\"_type\":\"block\",\"children\":[{\"_key\":\"72d6c46a39e30\",\"_type\":\"span\",\"marks\":[],\"text\":\"To understand why that is and what the likely impact of Google announcement will be when it comes to customer engagement, read on:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"040c474a5f9d\",\"_type\":\"block\",\"children\":[{\"_key\":\"040c474a5f9d0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The deprecation (and un-deprecation) of third-party cookies: How did we get here?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"82e2affe94ae\",\"_type\":\"block\",\"children\":[{\"_key\":\"82e2affe94ae0\",\"_type\":\"span\",\"marks\":[],\"text\":\"From the early days of the internet, third-party cookies have been central to the way most digital marketers understood their users. These trackers let companies use customer data they hadn’t collected themselves to help understand each individual’s browsing behavior and preferences, enabling insights and ad targeting that might have been impossible otherwise. Cookies thrived in an era where the average person—and regulators, too, for that matter—didn’t think much about what data companies were collecting and what, exactly, they were doing with it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"75ea795d2f31\",\"_type\":\"block\",\"children\":[{\"_key\":\"75ea795d2f310\",\"_type\":\"span\",\"marks\":[],\"text\":\"But over the last decade, the status quo around data privacy began to shift in a major way. This change was driven in part by major scandals like \"},{\"_key\":\"75ea795d2f311\",\"_type\":\"span\",\"marks\":[\"fe35d79363b2\"],\"text\":\"Cambridge Analytica\"},{\"_key\":\"75ea795d2f312\",\"_type\":\"span\",\"marks\":[],\"text\":\" and compounded by the passage of landmark privacy regulations like the EU’s \"},{\"_key\":\"75ea795d2f313\",\"_type\":\"span\",\"marks\":[\"9e7413067e2b\"],\"text\":\"GDPR\"},{\"_key\":\"75ea795d2f314\",\"_type\":\"span\",\"marks\":[],\"text\":\" and the \"},{\"_key\":\"75ea795d2f315\",\"_type\":\"span\",\"marks\":[\"a9aaa4205c3a\"],\"text\":\"California Consumer Privacy Act\"},{\"_key\":\"75ea795d2f316\",\"_type\":\"span\",\"marks\":[],\"text\":\" (CCPA). Tech giants responded by turning their attention to privacy, with both \"},{\"_key\":\"75ea795d2f317\",\"_type\":\"span\",\"marks\":[\"725650d25acc\"],\"text\":\"Apple\"},{\"_key\":\"75ea795d2f318\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"75ea795d2f319\",\"_type\":\"span\",\"marks\":[\"bcb90a80a0bf\"],\"text\":\"Firefox\"},{\"_key\":\"75ea795d2f3110\",\"_type\":\"span\",\"marks\":[],\"text\":\" introducing significant updates that limited third-party cookie tracking in connection with their digital platforms. In 2020, Google followed suit, \"},{\"_key\":\"75ea795d2f3111\",\"_type\":\"span\",\"marks\":[\"c5c80434bddc\"],\"text\":\"announcing\"},{\"_key\":\"75ea795d2f3112\",\"_type\":\"span\",\"marks\":[],\"text\":\" that they would “phase out support for third-party cookies in Chrome” within two years.\"}],\"markDefs\":[{\"_key\":\"fe35d79363b2\",\"_type\":\"link\",\"href\":\"https://www.nytimes.com/2018/04/04/us/politics/cambridge-analytica-scandal-fallout.html\"},{\"_key\":\"9e7413067e2b\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-26571\",\"_type\":\"reference\"}},{\"_key\":\"a9aaa4205c3a\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-17742\",\"_type\":\"reference\"}},{\"_key\":\"725650d25acc\",\"_type\":\"link\",\"href\":\"https://arstechnica.com/gadgets/2021/04/how-apples-new-app-tracking-transparency-policy-works/\"},{\"_key\":\"bcb90a80a0bf\",\"_type\":\"link\",\"href\":\"https://blog.mozilla.org/en/products/firefox/firefox-now-available-with-enhanced-tracking-protection-by-default/\"},{\"_key\":\"c5c80434bddc\",\"_type\":\"link\",\"href\":\"https://blog.chromium.org/2020/01/building-more-private-web-path-towards.html\"}],\"style\":\"normal\"},{\"_key\":\"abcbb1c4f697\",\"_type\":\"block\",\"children\":[{\"_key\":\"abcbb1c4f6970\",\"_type\":\"span\",\"marks\":[],\"text\":\"The world, it seemed, had changed. Marketers began to realize that consumer discomfort with data being collected and used without consent mattered. Some brands panicked or embraced denial, but forward-looking ones took another path. They \"},{\"_key\":\"abcbb1c4f6971\",\"_type\":\"span\",\"marks\":[\"e68d54db580c\"],\"text\":\"embraced first-party data\"},{\"_key\":\"abcbb1c4f6972\",\"_type\":\"span\",\"marks\":[],\"text\":\" and began to re-engineer their approach to customer data collection to put consumer consent and preferences first.\"}],\"markDefs\":[{\"_key\":\"e68d54db580c\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-925351\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"f47b0c4f0f9d\",\"_type\":\"block\",\"children\":[{\"_key\":\"f47b0c4f0f9d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Meanwhile, Google started dragging their feet. They’d planned to introduce a proprietary replacement for third-party cookies, first via the concept of \"},{\"_key\":\"f47b0c4f0f9d1\",\"_type\":\"span\",\"marks\":[\"51adf2063167\"],\"text\":\"Federated Learning of Cohorts\"},{\"_key\":\"f47b0c4f0f9d2\",\"_type\":\"span\",\"marks\":[],\"text\":\" (FLoC) and later via a \"},{\"_key\":\"f47b0c4f0f9d3\",\"_type\":\"span\",\"marks\":[\"68ed5904cda7\"],\"text\":\"Topics API\"},{\"_key\":\"f47b0c4f0f9d4\",\"_type\":\"span\",\"marks\":[],\"text\":\". However, \"},{\"_key\":\"f47b0c4f0f9d5\",\"_type\":\"span\",\"marks\":[\"c35e79901b14\"],\"text\":\"advertiser skepticism\"},{\"_key\":\"f47b0c4f0f9d6\",\"_type\":\"span\",\"marks\":[],\"text\":\" of the Google Privacy Sandbox and scrutiny from regulators—who saw Google’s exclusive access to user interest tracking in Chrome as a potential anti-competitive issue—slowed adoption. Google responded by delaying, pushing back the deadline three different times, most recently announcing that the deprecation of third-party cookies in Chrome \"},{\"_key\":\"f47b0c4f0f9d7\",\"_type\":\"span\",\"marks\":[\"118661f36da5\"],\"text\":\"would occur at the end of 2025\"},{\"_key\":\"f47b0c4f0f9d8\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"51adf2063167\",\"_type\":\"link\",\"href\":\"https://privacysandbox.com/intl/en_us/proposals/floc/\"},{\"_key\":\"68ed5904cda7\",\"_type\":\"link\",\"href\":\"https://developers.google.com/privacy-sandbox/relevance/topics\"},{\"_key\":\"c35e79901b14\",\"_type\":\"link\",\"href\":\"https://www.adweek.com/programmatic/adtechs-3-main-gripes-with-googles-privacy-sandbox/\"},{\"_key\":\"118661f36da5\",\"_type\":\"link\",\"href\":\"https://www.axios.com/2024/07/22/google-chrome-keeps-cookie-policy\"}],\"style\":\"normal\"},{\"_key\":\"2e84c4d07957\",\"_type\":\"block\",\"children\":[{\"_key\":\"2e84c4d079570\",\"_type\":\"span\",\"marks\":[],\"text\":\"Then this week, that delay began to look like it might be permanent. In the company’s \"},{\"_key\":\"2e84c4d079571\",\"_type\":\"span\",\"marks\":[\"c5a166cb9151\"],\"text\":\"announcement\"},{\"_key\":\"2e84c4d079572\",\"_type\":\"span\",\"marks\":[],\"text\":\" on July 22, Google said: “We are proposing an updated approach that elevates user choice. Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time.” However, the company didn’t definitively commit to this course of action, saying only that they were considering it and would discuss the approach with regulators before implementing it.\"}],\"markDefs\":[{\"_key\":\"c5a166cb9151\",\"_type\":\"link\",\"href\":\"https://privacysandbox.com/news/privacy-sandbox-update/\"}],\"style\":\"normal\"},{\"_key\":\"b3dd3c710511\",\"_type\":\"block\",\"children\":[{\"_key\":\"b3dd3c7105110\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Google’s announcement: The implications for marketers\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b03a0a0fb2a7\",\"_type\":\"block\",\"children\":[{\"_key\":\"b03a0a0fb2a70\",\"_type\":\"span\",\"marks\":[],\"text\":\"While the death of the third-party cookie in Chrome is looking less likely, at least in the short-term, the reality is that this announcement doesn’t reshape the fundamental dynamics at play when it comes to the use of third-party data by marketers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a6ab759dd5c5\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6ab759dd5c50\",\"_type\":\"span\",\"marks\":[],\"text\":\"While Google’s position may have shifted, there’s no sign that this change reflects a larger change of heart in the space. Apple and other tech brands are moving away from secretive third-party data collection practices, and regulators in the EU and beyond are likely to continue making it harder for brands to use third-party data to support their marketing efforts over time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8ff81337475e\",\"_type\":\"block\",\"children\":[{\"_key\":\"8ff81337475e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Similarly, consumers don’t want to be tracked without permission. And, in the US, at least, when individuals are given the choice to accept cookies or not, \"},{\"_key\":\"8ff81337475e1\",\"_type\":\"span\",\"marks\":[\"c82a157087c6\"],\"text\":\"most choose to opt out\"},{\"_key\":\"8ff81337475e2\",\"_type\":\"span\",\"marks\":[],\"text\":\". After Apple gave consumers a similar choice in connection with the introduction of its AppTrackingTransparency (ATT) framework, \"},{\"_key\":\"8ff81337475e3\",\"_type\":\"span\",\"marks\":[\"48a71af1ccbb\"],\"text\":\"only about a quarter of users\"},{\"_key\":\"8ff81337475e4\",\"_type\":\"span\",\"marks\":[],\"text\":\" agreed to let third-parties track their data, significantly limiting the reach of advertisers through traditional methods. So if Google really does move forward with a strategy that foregrounds empowering consumers to choose if they want to be tracked, we may find ourselves in a world where third-party cookies slowly disappear—without ever being officially deprecated.\"}],\"markDefs\":[{\"_key\":\"c82a157087c6\",\"_type\":\"link\",\"href\":\"https://www.emarketer.com/content/majority-of-us-adults-will-turn-off-cookies-manage-privacy-online\"},{\"_key\":\"48a71af1ccbb\",\"_type\":\"link\",\"href\":\"https://www.thedrum.com/opinion/2024/07/23/cookie-or-not-nothing-has-changed-don-t-leave-your-destiny-the-hands-google\"}],\"style\":\"normal\"},{\"_key\":\"d28580c0bb57\",\"_type\":\"block\",\"children\":[{\"_key\":\"d28580c0bb570\",\"_type\":\"span\",\"marks\":[],\"text\":\"Initiatives like Google's \"},{\"_key\":\"d28580c0bb571\",\"_type\":\"span\",\"marks\":[\"7d552f57267a\"],\"text\":\"Privacy Sandbox\"},{\"_key\":\"d28580c0bb572\",\"_type\":\"span\",\"marks\":[],\"text\":\" are part of an effort to find ways to deliver personalized consumer experiences, while still upholding consumer privacy. And for that reason, it’s likely that it will have a role to play in supporting digital advertising efforts in the medium-term. Anything that helps brands maintain their ability to deliver targeted advertising and performance measurement while moving away from invasive tracking is a positive in today's landscape. However, given the larger regulatory and market forces that are driving the move toward first-party data and consumer choice, it's yet to be seen if this particular approach takes off. And even if it does, it’s an open question whether it will remain essential for marketers in a world where first-party data has become the default for targeting.\"}],\"markDefs\":[{\"_key\":\"7d552f57267a\",\"_type\":\"link\",\"href\":\"https://privacysandbox.com/\"}],\"style\":\"normal\"},{\"_key\":\"92d574ee37ae\",\"_type\":\"block\",\"children\":[{\"_key\":\"92d574ee37ae0\",\"_type\":\"span\",\"marks\":[],\"text\":\"So if your marketing efforts are still dependent on third-party cookies, don’t be lulled into a false sense of security by this announcement. Google is giving you a bit more breathing room, but the smart move remains the same: Namely, transitioning away from a sole focus on third-party data, and building out a robust first-party data strategy. That doesn’t necessarily mean refusing to use any third-party data under any circumstances, but it does mean shifting the center of gravity of your data approach to something more sustainable and impactful.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d96bb5005d9c\",\"_type\":\"block\",\"children\":[{\"_key\":\"d96bb5005d9c0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How brands can build an effective and first-party data strategy\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b65c4fc4f580\",\"_type\":\"block\",\"children\":[{\"_key\":\"b65c4fc4f5800\",\"_type\":\"span\",\"marks\":[],\"text\":\"Change can be scary. For marketers who have relied heavily on advertising cookies and other third-party data as a foundational part of their advertising and customer engagement efforts, the idea of successfully engaging and retaining users without them can feel overwhelming or even impossible. But if you take this transition one step at a time and make sure you have the tools and tactics you need, you may find that the shift actually leads to better outcomes for your business.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6f020c9f7967\",\"_type\":\"block\",\"children\":[{\"_key\":\"6f020c9f79670\",\"_type\":\"span\",\"marks\":[],\"text\":\"Not sold? Ask Google. Research they conducted with Boston Consulting Group found that first-party data is actually more impactful, with digitally mature brands who used first-party data for key marketing functions seeing up to a \"},{\"_key\":\"6f020c9f79671\",\"_type\":\"span\",\"marks\":[\"421254e7de72\"],\"text\":\"2.9X revenue uplift\"},{\"_key\":\"6f020c9f79672\",\"_type\":\"span\",\"marks\":[],\"text\":\" and a \"},{\"_key\":\"6f020c9f79673\",\"_type\":\"span\",\"marks\":[\"0d4d44d8770d\"],\"text\":\"1.5X increase in cost savings\"},{\"_key\":\"6f020c9f79674\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"421254e7de72\",\"_type\":\"link\",\"href\":\"https://www.bcg.com/responsible-marketing-with-first-party-data-in-asia-pacific-a-200-billion-value-unlock-opportunity\"},{\"_key\":\"0d4d44d8770d\",\"_type\":\"link\",\"href\":\"https://www.thinkwithgoogle.com/intl/en-emea/marketing-strategies/data-and-measurement/first-party-data-bcg-report/?_gl=1*1qw0cbe*_up*MQ..*_ga*MTQ4OTMxNDUyNS4xNzA2NjAzNzA2*_ga_BXYLHC2HPB*MTcwNjYwMzcwNi4xLjEuMTcwNjYwMzcwNi4wLjAuMA..\"}],\"style\":\"normal\"},{\"_key\":\"156ad3f96934\",\"_type\":\"block\",\"children\":[{\"_key\":\"156ad3f969340\",\"_type\":\"span\",\"marks\":[],\"text\":\"On a high-level there are three key things you should prioritize in order to support the success of your first-party data strategy:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3c053d946c52\",\"_type\":\"block\",\"children\":[{\"_key\":\"3c053d946c520\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Implement technologies that allow you to unify, activate, and distribute first-party data\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"4e2acc33d9bf\",\"_type\":\"block\",\"children\":[{\"_key\":\"4e2acc33d9bf0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Because it’s collected directly from consumers as they share preferences and take key actions, first-party data tends to be more accurate and relevant than third-party data. That’s powerful, but only if you have the tools you need to make effective use of it. Make sure that the technologies at your disposal allow you to collect, unify, activate, distribute, and take action on the first-party data at your disposal.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2dc36dae91b2\",\"_type\":\"block\",\"children\":[{\"_key\":\"2dc36dae91b20\",\"_type\":\"span\",\"marks\":[],\"text\":\"What does that look like in practice? Consider Braze. The Braze solution’s SDKs and APIs make it possible for marketers to gather real-time, actionable information on what their customers care about and what products or features they’re engaging with, both on owned platforms like mobile apps or websites as well as by drawing on data from proprietary systems, including POS solutions. The \"},{\"_key\":\"2dc36dae91b21\",\"_type\":\"span\",\"marks\":[\"a2fe51002ec1\"],\"text\":\"Braze Data Platform\"},{\"_key\":\"2dc36dae91b22\",\"_type\":\"span\",\"marks\":[],\"text\":\", part of the overall Braze solution, amplifies those capabilities by supporting direct, ongoing connections with leading data warehouses, digital properties, and companies’ own proprietary systems, unlocking the full spectrum of first-party data to gain deeper insights and power personalized, responsive messages and digital experiences across channels.\"}],\"markDefs\":[{\"_key\":\"a2fe51002ec1\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-1047359\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"7f511238b2ad\",\"_type\":\"block\",\"children\":[{\"_key\":\"7f511238b2ad0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Tie together paid and owned channels to support a more relevant, cohesive experience\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"1cc0613eb166\",\"_type\":\"block\",\"children\":[{\"_key\":\"1cc0613eb1660\",\"_type\":\"span\",\"marks\":[],\"text\":\"One side effect of the advertising business’ long-time reliance on third-party cookies? Organizational and data silos that separated the paid side of many companies’ marketing efforts from the customer engagement work being done on owned channels like email, push notifications, or SMS. These silos aren’t just inconvenient for marketers—they can drive up costs, hamper results, and negatively affect the overall customer experience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2f7a6f275b6a\",\"_type\":\"block\",\"children\":[{\"_key\":\"2f7a6f275b6a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Moving toward a focus on first-party data creates an opportunity to break down these silos and connect the two sides of your marketing program in a seamless way that supports a cohesive experience for your users. The Braze platform’s Audience Sync feature is built to support this approach, allowing marketers to easily use first-party data within Braze to dynamically target, trigger, or suppress paid ads across Criteo, Facebook, Google, Pinterest, Snapchat, and TikTok. And because this feature links Braze with these ad platforms, brands can build out responsive flows where advertisement and customer messages work in concert, keeping the conversation going with customers in coherent ways and giving marketers opportunities to re-engage lapsed users and reduce ad spend by suppressing ads for users who have already taken key steps like making a purchase.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"958ab673bb66\",\"_type\":\"block\",\"children\":[{\"_key\":\"958ab673bb660\",\"_type\":\"span\",\"marks\":[],\"text\":\"What does that look like in practice?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bd82763f6c62\",\"_type\":\"block\",\"children\":[{\"_key\":\"bd82763f6c620\",\"_type\":\"span\",\"marks\":[],\"text\":\"Australia’s National Basketball League used Audience Sync to create more targeted and relevant ad sets by combining first-party customer data in Braze with interests native to Meta Ads Manager, \"},{\"_key\":\"bd82763f6c621\",\"_type\":\"span\",\"marks\":[\"b81b7d586d06\"],\"text\":\"boosting sales\"},{\"_key\":\"bd82763f6c622\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"b81b7d586d06\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-949623\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"46fe09dbead5\",\"_type\":\"block\",\"children\":[{\"_key\":\"46fe09dbead50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Fitness and wellness subscription service ClassPass leveraged Audience Sync to dynamically refine audience targeting, using real-time customer behavior and first-party data, for paid ads on Facebook, Google, and TikTok, \"},{\"_key\":\"46fe09dbead51\",\"_type\":\"span\",\"marks\":[\"bc8f72c25331\"],\"text\":\"increasing related conversions\"},{\"_key\":\"46fe09dbead52\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"bc8f72c25331\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-731335\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"45869e7645ff\",\"_type\":\"block\",\"children\":[{\"_key\":\"45869e7645ff0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Gather voluntary data directly from your customers\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"4ee897d86884\",\"_type\":\"block\",\"children\":[{\"_key\":\"4ee897d868840\",\"_type\":\"span\",\"marks\":[],\"text\":\"Even many brands that have made the move to a first-party data strategy are missing out on a key opportunity when it comes to customer-generated data: Namely, gathering data that customers choose to share directly with brands in response to surveys and other prompts created by marketers. This type of data gives users the ability to have a say in their own customer experience, and makes it possible for marketers to further refine the experiences they’re providing based on each individual’s statement preferences.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"176cdc1c4658\",\"_type\":\"block\",\"children\":[{\"_key\":\"176cdc1c46580\",\"_type\":\"span\",\"marks\":[],\"text\":\"Not sure how to get started? Consider using these customer engagement tools to begin the data collection process:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f26ac300f9b8\",\"_type\":\"block\",\"children\":[{\"_key\":\"f26ac300f9b80\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"In-app or in-browser message surveys:\"},{\"_key\":\"f26ac300f9b81\",\"_type\":\"span\",\"marks\":[],\"text\":\" Braze makes it easy to \"},{\"_key\":\"f26ac300f9b82\",\"_type\":\"span\",\"marks\":[\"415131e72d18\"],\"text\":\"build surveys directly into your in-product messages\"},{\"_key\":\"f26ac300f9b83\",\"_type\":\"span\",\"marks\":[],\"text\":\", allowing you to surface key questions and gather response data from any user who visits your mobile app or web page, respectively.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"415131e72d18\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/in-app_messages/traditional/templates/simple_survey\"}],\"style\":\"normal\"},{\"_key\":\"9d10ff675e15\",\"_type\":\"block\",\"children\":[{\"_key\":\"9d10ff675e150\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Landing pages:\"},{\"_key\":\"9d10ff675e151\",\"_type\":\"span\",\"marks\":[],\"text\":\" Take advantage of web landing pages and their support for built-in forms to provide your customers with tailored experiences on the web that connect with your customer messaging and allow you to directly collect relevant information that can support stronger messaging over time.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f85eaa118bb4\",\"_type\":\"block\",\"children\":[{\"_key\":\"f85eaa118bb40\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fa7ab2b681a6\",\"_type\":\"block\",\"children\":[{\"_key\":\"fa7ab2b681a60\",\"_type\":\"span\",\"marks\":[],\"text\":\"While Google’s announcement introduces new ambiguities around the short-term future of third-party cookies in Chrome, the long-term picture is clear: Consumers and marketers alike will continue to move away from cookies, making thoughtful, first-party data approaches essential for brands as they look to stay competitive in the coming years.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f6fc36a766b7\",\"_type\":\"block\",\"children\":[{\"_key\":\"f6fc36a766b70\",\"_type\":\"span\",\"marks\":[],\"text\":\"Interested in learning more about first-party data and how it can support your customer engagement efforts? \"},{\"_key\":\"f6fc36a766b71\",\"_type\":\"span\",\"marks\":[\"27a3986db1ba\"],\"text\":\"Check out A Complete Guide to First-Party Data\"},{\"_key\":\"f6fc36a766b72\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"27a3986db1ba\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-925351\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"fa76a54efd22\",\"_type\":\"block\",\"children\":[{\"_key\":\"fa76a54efd220\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ready to deepen your understanding of the Braze Data Platform and the role it can play in unlocking the power of first-party data in connection with your customer engagement efforts? Check out our \"},{\"_key\":\"fa76a54efd221\",\"_type\":\"span\",\"marks\":[\"e5593b56ac2e\"],\"text\":\"blog post\"},{\"_key\":\"fa76a54efd222\",\"_type\":\"span\",\"marks\":[],\"text\":\" on the Braze Data Platform and its capabilities.\"}],\"markDefs\":[{\"_key\":\"e5593b56ac2e\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-1047359\",\"_type\":\"reference\"}}],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/7e2ffef2fcd8b72168c7b87db120dce0594631ac-3000x3000.png\",\"publishedDate\":\"2024-07-25T22:07:00.000Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-8a5d370030fba62154aaddf52b7910b796f2221c-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"While Google’s announcement introduces new ambiguities around the short-term future of third-party cookies in Chrome, the long-term picture is clear: Consumers and marketers alike will continue to move away from cookies, making thoughtful, first-party data approaches essential for brands as they look to stay competitive in the coming years.\",\"pageTitle\":\"Why Google’s Retreat on Cookie Deprecation Won’t Slow the Shift to a First-Party Future\",\"slug\":{\"current\":\"why-googles-retreat-on-cookie-deprecation-wont-slow-the-shift-to-a-first-party-future\"}},\"title\":\"Why Google’s Retreat on Cookie Deprecation Won’t Slow the Shift to a First-Party Future\"},{\"_id\":\"imported-craft-12066\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"20f93d4c9f16\",\"_type\":\"block\",\"children\":[{\"_key\":\"20f93d4c9f160\",\"_type\":\"span\",\"marks\":[],\"text\":\"Hardly anyone spends all their time on just one kind of digital device. We mix it up, usually among phone, tablet, and computer, sometimes with a smattering of accessories and other entertainment devices folded in. The map of our individual digital footpath through our day doesn’t look like anyone else’s.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3bc5f574c775\",\"_type\":\"block\",\"children\":[{\"_key\":\"3bc5f574c7750\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here’s the trick: we have to remember this when we put our marketer hats back on. When you’re planning your next campaign and the ways that you plan to connect with your customers, think about all the different channels, platforms, and devices YOU use on a daily basis. Already thinking this way? Then hat’s off to you (see what I did there?). Realizing that your customers’ digital footprints are unique offers a great opportunity: there’s more and more ways to reach your customers. The challenge? There’s more and more ways to reach your customers...how do you do it in a way that’s strategic, individualized, and scalable all at once?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"029a51fb7164\",\"_type\":\"block\",\"children\":[{\"_key\":\"029a51fb71640\",\"_type\":\"span\",\"marks\":[],\"text\":\"Cross-device targeting\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"14475bc08f89\",\"_type\":\"block\",\"children\":[{\"_key\":\"14475bc08f890\",\"_type\":\"span\",\"marks\":[],\"text\":\"We mostly know how to \"},{\"_key\":\"14475bc08f891\",\"_type\":\"span\",\"marks\":[\"23fc1e540f85\"],\"text\":\"organize our campaigns\"},{\"_key\":\"14475bc08f892\",\"_type\":\"span\",\"marks\":[],\"text\":\" across multiple channels. Now let’s consider how to fold in multiple devices (and we’re going way beyond desktop email).\"}],\"markDefs\":[{\"_key\":\"23fc1e540f85\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-82360\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"b45e2b845a01\",\"_type\":\"block\",\"children\":[{\"_key\":\"b45e2b845a010\",\"_type\":\"span\",\"marks\":[],\"text\":\"Because every person’s digital footprint is so unique, it’s tough to know at which stage, channel, or device they’re most likely to convert. Maybe some people (🙋) hate filling out purchase information on mobile. Maybe some people love getting Lyft updates on their smart speaker because their phone’s always on silent. Truthfully, it will be difficult to come up with the perfect cross-device strategy in a conference room. Instead, \"},{\"_key\":\"b45e2b845a011\",\"_type\":\"span\",\"marks\":[\"a235d6a86c15\"],\"text\":\"start testing\"},{\"_key\":\"b45e2b845a012\",\"_type\":\"span\",\"marks\":[],\"text\":\"! Use campaign visualization tools like \"},{\"_key\":\"b45e2b845a013\",\"_type\":\"span\",\"marks\":[\"11e074d5c8b2\"],\"text\":\"Braze Canvas\"},{\"_key\":\"b45e2b845a014\",\"_type\":\"span\",\"marks\":[],\"text\":\" to test out different cross-channel and cross-device paths. This way, you can really narrow down the when and where conversions are most likely to occur for different customer segments. Once you find the winner, start testing it against new ideas.Ready to get inspired? Let’s explore a few hypothetical examples of how different people might access various digital media throughout their day.\"}],\"markDefs\":[{\"_key\":\"a235d6a86c15\",\"_type\":\"link\",\"href\":\"/product/optimization-ai\"},{\"_key\":\"11e074d5c8b2\",\"_type\":\"link\",\"href\":\"/product/lifecycle-engagement-orchestration/canvas\"}],\"style\":\"normal\"},{\"_key\":\"0fe4c8b0069d\",\"_type\":\"block\",\"children\":[{\"_key\":\"0fe4c8b0069d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0512123ae93e\",\"_type\":\"block\",\"children\":[{\"_key\":\"0512123ae93e0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Mason: multi-device artist type\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"f1ac671d777c\",\"_type\":\"block\",\"children\":[{\"_key\":\"f1ac671d777c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"86e64ffc6079\",\"_type\":\"block\",\"children\":[{\"_key\":\"86e64ffc60790\",\"_type\":\"span\",\"marks\":[],\"text\":\"Mason is an artist and a barista. He always carries his smartphone, which he uses throughout the day to check social media, post photos, check email and his dating apps, and stream music. He also loves reddit and other social conversation apps. He has a tablet at home which he mostly uses to edit images for his art. He also watches movies and reads books and articles on his tablet while he travels. He \"},{\"_key\":\"86e64ffc60791\",\"_type\":\"span\",\"marks\":[\"d8c438d4e011\"],\"text\":\"streams TV and movies through his Roku\"},{\"_key\":\"86e64ffc60792\",\"_type\":\"span\",\"marks\":[],\"text\":\", and uses his Echo Dot to find recipes and play music while he’s around the house.\"}],\"markDefs\":[{\"_key\":\"d8c438d4e011\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-11753\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"18dab6185d08\",\"_type\":\"block\",\"children\":[{\"_key\":\"18dab6185d080\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How to target Mason across a few devices\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"88b6ac5a33d8\",\"_type\":\"block\",\"children\":[{\"_key\":\"88b6ac5a33d80\",\"_type\":\"span\",\"marks\":[],\"text\":\"As we know, mobile data provides a valuable (and often overwhelming) array of information about our users. With his consent, we can track where Mason goes, what stores he visits, and for how long he’s there. We can discern what he buys, how much he spends, and, generally speaking, how he behaves. We can suss out patterns and build a profile, and then market to him with relevant offers and messaging based on what we’ve learned about him.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e6efeeaf2993\",\"_type\":\"block\",\"children\":[{\"_key\":\"e6efeeaf29930\",\"_type\":\"span\",\"marks\":[],\"text\":\"Too often, mobile marketing is quick-and-dirty—engage fast, then return customers to their day. What we should be striving for is building a relationship with customers through multiple touchpoints, adding value wherever we can. We can catch Mason when he returns home and, say, asks Alexa to crank the Bee Gees while he stuffs some portobellos and chills a nice dry prosecco for a bro-dinner.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"88128704ce20\",\"_type\":\"block\",\"children\":[{\"_key\":\"88128704ce200\",\"_type\":\"span\",\"marks\":[],\"text\":\"At home in his kitchen, Mason may be a more a receptive audience. If we know he’s using Alexa to search for recipes, maybe we’ll want to place ads on popular recipe sites. If he’s using YouTube, maybe that’s where we should be. If he’s streaming Spotify, maybe there’s room for us there as well. In this way, we’re able to use mobile data to inform at-home marketing.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9f88419c35d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"9f88419c35d30\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Susan: semi-retired small business owner\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"31c0eb9d26c3\",\"_type\":\"block\",\"children\":[{\"_key\":\"31c0eb9d26c30\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"23d8cd7b18c1\",\"_type\":\"block\",\"children\":[{\"_key\":\"23d8cd7b18c10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Susan is a semi-retired marketing consultant who relies most heavily on her ultra lightweight laptop. She uses a smartphone from the same brand to stay in touch with clients, and has a second phone for personal use. She’s just bought a smart TV, and has used a few apps like Netflix and YouTube, but hasn’t realized the full potential of that just yet. She travels quite a bit, and uses both her personal phone and laptop for entertainment and business while on the road.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7413da6d8408\",\"_type\":\"block\",\"children\":[{\"_key\":\"7413da6d84080\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How to target Susan across her devices\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d2bf45ede4d2\",\"_type\":\"block\",\"children\":[{\"_key\":\"d2bf45ede4d20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Susan has a fairly straightforward laptop/mobile usage pattern; in her case, there aren’t too many pieces of the puzzle. Still, she probably represents a whole category of users, so she’s important to consider. Her experience across channels and devices should be clean, consistent, and pleasing.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dd80859b894e\",\"_type\":\"block\",\"children\":[{\"_key\":\"dd80859b894e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Susan is busy. Her messages, no matter the device, need to be timely and relevant. Not to mention, she’s very aware when she’s being marketed too, she is a marketer, afterall! So messages should be consistent across channels and optimized by device. If we are sending her to look at a pair of shoes within a website, we’d best be \"},{\"_key\":\"dd80859b894e1\",\"_type\":\"span\",\"marks\":[\"da3f7b0f6ca4\"],\"text\":\"using a deep link\"},{\"_key\":\"dd80859b894e2\",\"_type\":\"span\",\"marks\":[],\"text\":\" to make sure that she’s send either straight to the item within the app, or on the website depending on where she is in that moment.\"}],\"markDefs\":[{\"_key\":\"da3f7b0f6ca4\",\"_type\":\"link\",\"href\":\"/resources/articles/whats-deep-linking-anyway\"}],\"style\":\"normal\"},{\"_key\":\"996f5636489a\",\"_type\":\"block\",\"children\":[{\"_key\":\"996f5636489a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"When Susan takes a break and relaxes with her \"},{\"_key\":\"996f5636489a1\",\"_type\":\"span\",\"marks\":[\"8e07d5681aea\"],\"text\":\"Smart TV\"},{\"_key\":\"996f5636489a2\",\"_type\":\"span\",\"marks\":[],\"text\":\", we need to be sure that whatever marketing message comes through her smart TV is consistent with what she’s seeing on mobile and laptop. If smart TV users are segmented in some completely different way, she might be exposed to efforts that don’t correlate to what she’s used to on her primary devices, and that could be a turn-off.\"}],\"markDefs\":[{\"_key\":\"8e07d5681aea\",\"_type\":\"link\",\"href\":\"/resources/articles/appboy-tvos-reporting-tv-messaging\"}],\"style\":\"normal\"},{\"_key\":\"0b3af7766e9c\",\"_type\":\"block\",\"children\":[{\"_key\":\"0b3af7766e9c0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Kaylee: overachieving student athlete\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"48b2e4327d0c\",\"_type\":\"block\",\"children\":[{\"_key\":\"48b2e4327d0c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"34fc9c386cfe\",\"_type\":\"block\",\"children\":[{\"_key\":\"34fc9c386cfe0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Kaylee is a grad student who has a PC laptop for her schoolwork, an Apple Watch for fitness tracking, a smartphone she uses mostly for social media and Snapchat, and a fully integrated Bluetooth car system because her parents think it’s safer.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4ce76c3b6752\",\"_type\":\"block\",\"children\":[{\"_key\":\"4ce76c3b67520\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How to target Kaylee across her devices\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"474caed661c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"474caed661c20\",\"_type\":\"span\",\"marks\":[],\"text\":\"We’ve already covered the integration of pc-to-mobile marketing. The next step is wearables, which require an even quicker engagement strategy than smartphones. If users engage in a hurry on smartphones and move on, as compared to the more languorous way people interact on PCs, watches get just the most fleeting glance. Let’s put those customer empathy hats on again. If you’re on a laptop, you’re probably open to some richer content. You may be open to more steps in a marketing flow, since you’re not on-the-go. Mobile may call for some more intentional relevance. If Kaylee is in class and her phone buzzes, she’ll be pretty annoyed if she misses some notes in class to get a useless notification (or one that requires more of her time to act on or benefit from), so leveraging \"},{\"_key\":\"474caed661c21\",\"_type\":\"span\",\"marks\":[\"dcc9d38f9a37\"],\"text\":\"send-time optimization\"},{\"_key\":\"474caed661c22\",\"_type\":\"span\",\"marks\":[],\"text\":\" to avoid bugging her at an inconvenient time is a must. Now, when we get to wearables, she’ll want even more bite-sized information. Her wearable is probably less about actually getting information, and more about knowing that there is information \"},{\"_key\":\"474caed661c23\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"to\"},{\"_key\":\"474caed661c24\",\"_type\":\"span\",\"marks\":[],\"text\":\" get. Some good wearable-ready messages may be if her girlfriend texts her about dinner plans while she’s at the gym, or her brother’s birthday gift shipped in the mail.\"}],\"markDefs\":[{\"_key\":\"dcc9d38f9a37\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-26477\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"04add853a88c\",\"_type\":\"block\",\"children\":[{\"_key\":\"04add853a88c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Consistency is key, but don’t overwhelm\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"f2e202bfce93\",\"_type\":\"block\",\"children\":[{\"_key\":\"f2e202bfce930\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"13f4b21e38bf\",\"_type\":\"block\",\"children\":[{\"_key\":\"13f4b21e38bf0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Repetition is good. Repetition with variation is even better. You can’t really know which version of your message will strike home, and when or where or how. The idea of \"},{\"_key\":\"13f4b21e38bf1\",\"_type\":\"span\",\"marks\":[\"caf03484ed14\"],\"text\":\"cross-channel marketing\"},{\"_key\":\"13f4b21e38bf2\",\"_type\":\"span\",\"marks\":[],\"text\":\" is that the different branches of your campaign reinforce each other. They create a cohesive picture without bludgeoning users with your message. The balance is understanding that the combined outreach on all the different platforms a person uses can have a powerful effect, so think in multiple channels, and think across multiple devices, but remember not to beat users over the head with whatever it is you’re trying to do.\"}],\"markDefs\":[{\"_key\":\"caf03484ed14\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-17866\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"bkxQRl9NUqfsU5Ty7Fn8m\",\"_ref\":\"imported-craft-testimonial-from-doc-12066-block-1\",\"_type\":\"testimonialReference\"},{\"_key\":\"8727bff7f35e\",\"_type\":\"block\",\"children\":[{\"_key\":\"8727bff7f35e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"When it comes to cross-channel, -platform, and -device messaging, follow the Golden Rule. Think: Is this a message I would want to receive? Is this a message that’s relevant? Does this message make sense where I’m receiving it? Once you’re able to answer those questions, keep testing new messages, paths, and channels to see what’s resonating with your customers, and—while you should optimize content for whatever channel, device, or platform you’re using—make sure that your voice, message, and offer are staying consistent for \"},{\"_key\":\"8727bff7f35e1\",\"_type\":\"span\",\"marks\":[\"21ad86fb2c5f\"],\"text\":\"a cohesive customer experience\"},{\"_key\":\"8727bff7f35e2\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"21ad86fb2c5f\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-26196\",\"_type\":\"reference\"}}],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/740d207cd0d912cf8c7f67f1f181cdd4d5fc8888-1120x660.gif\",\"publishedDate\":\"2018-12-21T11:39:00-05:00\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-740d207cd0d912cf8c7f67f1f181cdd4d5fc8888-1120x660-gif\",\"_type\":\"reference\"}},\"pageDescription\":\"Connecting with Customers Across Channels, Platforms, Devices\",\"pageTitle\":\"Connecting with Customers Across Channels, Platforms, Devices\",\"slug\":{\"current\":\"how-are-you-connected-to-your-customers\"}},\"title\":\"How Are You Connected To Your Customers?\"},{\"_id\":\"imported-craft-24164\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"7ea31c367519\",\"_type\":\"block\",\"children\":[{\"_key\":\"7ea31c3675190\",\"_type\":\"span\",\"marks\":[],\"text\":\"Picture your inbox. If you’re like most people, it’s full of emails waiting for you to take action. The\"},{\"_key\":\"7ea31c3675191\",\"_type\":\"span\",\"marks\":[\"0141f719fa6a\"],\"text\":\" average office worker receives 121 emails per day\"},{\"_key\":\"7ea31c3675192\",\"_type\":\"span\",\"marks\":[],\"text\":\", and about 293 billion are fired off every 24 hours.\"}],\"markDefs\":[{\"_key\":\"0141f719fa6a\",\"_type\":\"link\",\"href\":\"https://www.lifewire.com/how-many-emails-are-sent-every-day-1171210\"}],\"style\":\"normal\"},{\"_key\":\"24aa354951c9\",\"_type\":\"block\",\"children\":[{\"_key\":\"24aa354951c90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Why are marketers sending so many emails when we have fun new channels like Instagram and Snapchat? Because email still works. It generates some of the highest ROI, bringing in\"},{\"_key\":\"24aa354951c91\",\"_type\":\"span\",\"marks\":[\"3c7a03dafcc2\"],\"text\":\" $38 for every $1 spent\"},{\"_key\":\"24aa354951c92\",\"_type\":\"span\",\"marks\":[],\"text\":\". But you’ll need a great email campaign get people’s attention (you know, given that whole 293 billion emails thing).\"}],\"markDefs\":[{\"_key\":\"3c7a03dafcc2\",\"_type\":\"link\",\"href\":\"https://blog.hubspot.com/marketing/email-marketing-stats\"}],\"style\":\"normal\"},{\"_key\":\"60d9ff99c857\",\"_type\":\"block\",\"children\":[{\"_key\":\"60d9ff99c8570\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here’s how to send and optimize an email campaign that works:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9f6e8bd542f8\",\"_type\":\"block\",\"children\":[{\"_key\":\"9f6e8bd542f80\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Build an Organic Email List\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"ab23e635f7d6\",\"_type\":\"block\",\"children\":[{\"_key\":\"ab23e635f7d60\",\"_type\":\"span\",\"marks\":[],\"text\":\"You may be \"},{\"_key\":\"ab23e635f7d61\",\"_type\":\"span\",\"marks\":[\"99738370e546\"],\"text\":\"tempted to buy an email list\"},{\"_key\":\"ab23e635f7d62\",\"_type\":\"span\",\"marks\":[],\"text\":\", but you’ll get much better results when your leads are warm. If someone has already made a purchase, subscribed to a newsletter or downloaded a whitepaper, they’re more likely to respond positively to the messages you send.\"}],\"markDefs\":[{\"_key\":\"99738370e546\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-83175\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"55516665702b\",\"_type\":\"block\",\"children\":[{\"_key\":\"55516665702b0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Scrub Your Email List\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"3e7f74327cf1\",\"_type\":\"block\",\"children\":[{\"_key\":\"3e7f74327cf10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Did you know\"},{\"_key\":\"3e7f74327cf11\",\"_type\":\"span\",\"marks\":[\"2bec2282a210\"],\"text\":\" email databases tend to degrade by 22%\"},{\"_key\":\"3e7f74327cf12\",\"_type\":\"span\",\"marks\":[],\"text\":\" per year? Part of this is due to contacts opting out after initially opting in to receive emails. Others change jobs or abandon old email addresses, causing your emails to bounce.\"}],\"markDefs\":[{\"_key\":\"2bec2282a210\",\"_type\":\"link\",\"href\":\"https://www.hubspot.com/database-decay\"}],\"style\":\"normal\"},{\"_key\":\"5ac661636659\",\"_type\":\"block\",\"children\":[{\"_key\":\"5ac6616366590\",\"_type\":\"span\",\"marks\":[],\"text\":\"Get too many bounces, and email providers will brand you with a bad reputation, sending your emails into users’ spam folders or worse—not delivering them at all.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"27e3c2211fc8\",\"_type\":\"block\",\"children\":[{\"_key\":\"27e3c2211fc80\",\"_type\":\"span\",\"marks\":[],\"text\":\"You can \"},{\"_key\":\"27e3c2211fc81\",\"_type\":\"span\",\"marks\":[\"7f11091932e9\"],\"text\":\"scrub the list yourself\"},{\"_key\":\"27e3c2211fc82\",\"_type\":\"span\",\"marks\":[],\"text\":\" by checking for duplicates, hard bounces from past emails, and any opt-outs your email platform didn’t automatically remove. Or you can use an email verification service. Just keep in mind that no service can guarantee a 100% delivery rate.\"}],\"markDefs\":[{\"_key\":\"7f11091932e9\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-82300\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"f328d3d0c76c\",\"_type\":\"block\",\"children\":[{\"_key\":\"f328d3d0c76c0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Establish Your Goals and Segment Your Email List\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"5a25b7624552\",\"_type\":\"block\",\"children\":[{\"_key\":\"5a25b76245520\",\"_type\":\"span\",\"marks\":[],\"text\":\"As with any marketing campaign, you should start by setting goals. Do you want readers to buy a product? Schedule a call? Attend an event? Whatever it is, your goals for this particular email will help decide which type of campaign to use, who you should target, and \"},{\"_key\":\"5a25b76245521\",\"_type\":\"span\",\"marks\":[\"b5637a377bde\"],\"text\":\"whether your campaign is working\"},{\"_key\":\"5a25b76245522\",\"_type\":\"span\",\"marks\":[],\"text\":\". Knowing the “why” of your message is essential to determining what conversions you should track—otherwise, you’ll have no way of knowing if the campaign has achieved its goals or not.\"}],\"markDefs\":[{\"_key\":\"b5637a377bde\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-9368\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"71b01ac421c4\",\"_type\":\"block\",\"children\":[{\"_key\":\"71b01ac421c40\",\"_type\":\"span\",\"marks\":[],\"text\":\"If it’s designed to be sent in response to customer behavior, rather than delivered at a set time, you’ll also need to use your email marketing platform to determine what triggers should be associated with that particular message. (Think abandoned cart campaigns and transactional messages like order confirmations.)\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dcecbee070a4\",\"_type\":\"block\",\"children\":[{\"_key\":\"dcecbee070a40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once you’re clear on what this email campaign is meant to achieve, you’ll want to break your customer base into smaller segments to better target and \"},{\"_key\":\"dcecbee070a41\",\"_type\":\"span\",\"marks\":[\"1df72b54d937\"],\"text\":\"personalize\"},{\"_key\":\"dcecbee070a42\",\"_type\":\"span\",\"marks\":[],\"text\":\" your outreach. How you do this will depend on your target audience and your marketing goals. Marketers often segment emails by one or more of the following criteria:\"}],\"markDefs\":[{\"_key\":\"1df72b54d937\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-12249\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"fc095f121698\",\"_type\":\"block\",\"children\":[{\"_key\":\"fc095f1216980\",\"_type\":\"span\",\"marks\":[],\"text\":\"Geography\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8bd98f23de48\",\"_type\":\"block\",\"children\":[{\"_key\":\"8bd98f23de480\",\"_type\":\"span\",\"marks\":[],\"text\":\"Demographics\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"59fec20ea4d9\",\"_type\":\"block\",\"children\":[{\"_key\":\"59fec20ea4d90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer Personas\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2f93f9c32a2c\",\"_type\":\"block\",\"children\":[{\"_key\":\"2f93f9c32a2c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Past purchases\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"559227313df5\",\"_type\":\"block\",\"children\":[{\"_key\":\"559227313df50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Position in the sales funnel\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"75c257f4fc07\",\"_type\":\"block\",\"children\":[{\"_key\":\"75c257f4fc070\",\"_type\":\"span\",\"marks\":[],\"text\":\"You can \"},{\"_key\":\"75c257f4fc071\",\"_type\":\"span\",\"marks\":[\"0b38f6ed7e4a\"],\"text\":\"segment your audience\"},{\"_key\":\"75c257f4fc072\",\"_type\":\"span\",\"marks\":[],\"text\":\" by any criteria that’s likely to help you personalize your campaign and increase your ROI.\"}],\"markDefs\":[{\"_key\":\"0b38f6ed7e4a\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-25986\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"d27b818baca1\",\"_type\":\"block\",\"children\":[{\"_key\":\"d27b818baca10\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"4. Choose Your Email Delivery Timing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"47b3b00e51a0\",\"_type\":\"block\",\"children\":[{\"_key\":\"47b3b00e51a00\",\"_type\":\"span\",\"marks\":[],\"text\":\"When are your recipients most likely to open your emails? Mornings? Evenings? Weekends? (And don’t forget about time zones if recipients live in different regions.) When you deliver messages to your customers can be just as important as the content of those messages—but lots of brands aren’t being thoughtful enough when it comes to the timing of their email campaigns. There are five major approaches you can take:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1b44565dfec8\",\"_type\":\"block\",\"children\":[{\"_key\":\"1b44565dfec80\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Immediate Send Scheduling:\"},{\"_key\":\"1b44565dfec81\",\"_type\":\"span\",\"marks\":[],\"text\":\" This is what is sounds like, allowing brands to send ad hoc email campaigns as soon as they’re ready.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"febd821aa6c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"febd821aa6c20\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Time-Based Scheduling:\"},{\"_key\":\"febd821aa6c21\",\"_type\":\"span\",\"marks\":[],\"text\":\" This allows marketers to schedule sends in advance for a particular predetermined time—for instance, delivering an email campaign at 7:00 p.m. ET, a half-hour before the Olympic Opening Ceremonies.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"74ed8c9b3a96\",\"_type\":\"block\",\"children\":[{\"_key\":\"74ed8c9b3a960\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Action-Based Scheduling:\"},{\"_key\":\"74ed8c9b3a961\",\"_type\":\"span\",\"marks\":[],\"text\":\" This allows brands to trigger email sends in response to user engagement with previous messages or behavior on their website or app, ensuring responsive messaging. (Think sending a message when a user abandons a cart on your website.)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"93ed442aecf4\",\"_type\":\"block\",\"children\":[{\"_key\":\"93ed442aecf40\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"API-Triggered Scheduling:\"},{\"_key\":\"93ed442aecf41\",\"_type\":\"span\",\"marks\":[],\"text\":\" This makes it possible for marketers to triggers email sends based on information contained within their own proprietary servers or systems, or from an external API, like a weather-information or location-data platform. (So you could send a particular campaign only when it’s snowing where recipients are.)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b049f64298f0\",\"_type\":\"block\",\"children\":[{\"_key\":\"b049f64298f00\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Send-Time Optimized Scheduling:\"},{\"_key\":\"b049f64298f01\",\"_type\":\"span\",\"marks\":[],\"text\":\" This allows marketers to leverage machine learning to automatically send a given message during each recipient’s unique high-engagement windows. (Optimal send time is determined through analysis of past user interactions for each channel to narrow in on the time when the user has been most likely to engage.)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"74f20b92d47b\",\"_type\":\"block\",\"children\":[{\"_key\":\"74f20b92d47b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"With a send-time optimization tool like the Braze platform’s \"},{\"_key\":\"74f20b92d47b1\",\"_type\":\"span\",\"marks\":[\"630d9fb49829\"],\"text\":\"Intelligent Delivery\"},{\"_key\":\"74f20b92d47b2\",\"_type\":\"span\",\"marks\":[],\"text\":\", marketers can increase the chances that the emails they send are right near the top of the inbox when each recipient checks in, boosting the efficacy of their email strategy.\"}],\"markDefs\":[{\"_key\":\"630d9fb49829\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-26477\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"e18cd720f61a\",\"_type\":\"block\",\"children\":[{\"_key\":\"e18cd720f61a0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"5. Follow Email Best Practices and Personalize Your Messaging\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"f49129dc459c\",\"_type\":\"block\",\"children\":[{\"_key\":\"f49129dc459c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Persuasive copy, a strong call-to-action, and a clear unsubscribe option are all essential parts of your email. But today, you need to take traditional best practices a step further. Emails that are personalized see a \"},{\"_key\":\"f49129dc459c1\",\"_type\":\"span\",\"marks\":[\"121ff0745efc\"],\"text\":\"28% lift in open rates\"},{\"_key\":\"f49129dc459c2\",\"_type\":\"span\",\"marks\":[],\"text\":\". To really get the benefits, you’ll need to personalize as much as possible. Here are just a few ways to do it:\"}],\"markDefs\":[{\"_key\":\"121ff0745efc\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-17854\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"a0ea10a74ff0\",\"_type\":\"block\",\"children\":[{\"_key\":\"a0ea10a74ff00\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Subject Line:\"},{\"_key\":\"a0ea10a74ff01\",\"_type\":\"span\",\"marks\":[],\"text\":\" The right subject line can significantly improve your open rates. Yet you may not need to stress over it as much as you think. By leveraging subject line A/B testing, you can easily compare the effectiveness of, say, “Michael, get 20% off widgets today!” compared to “Michael, get 10% off widgets!” and ensure that you’re gaining new insights into what moves the needle with each send.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f5fb1c31a1ed\",\"_type\":\"block\",\"children\":[{\"_key\":\"f5fb1c31a1ed0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Email Copy:\"},{\"_key\":\"f5fb1c31a1ed1\",\"_type\":\"span\",\"marks\":[],\"text\":\" At the very least, personalize your greeting with first names. If you’ve segmented your email list by criteria that could change your content, make sure your message is tailored to that audience. You can take this further by using dynamic content to responsively pull in personalized content based on each recipient’s previous engagement with your brand—and research conducted by Braze has found that doing so can lead to a \"},{\"_key\":\"f5fb1c31a1ed2\",\"_type\":\"span\",\"marks\":[\"6190dd020c30\"],\"text\":\"25% boost in conversion rates\"},{\"_key\":\"f5fb1c31a1ed3\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"6190dd020c30\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-17854\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"d13bbaed1ef5\",\"_type\":\"block\",\"children\":[{\"_key\":\"d13bbaed1ef50\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Images:\"},{\"_key\":\"d13bbaed1ef51\",\"_type\":\"span\",\"marks\":[],\"text\":\" Your email segments can also help you personalize images. For example, a retailer selling men’s and women’s shoes can segment offers by gender and change product images accordingly.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"MpnpDtab\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-efcabe17c9ed1c05fc3aa9c0613a2897b9a9e6f2-1120x600-jpg\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"494e32dc1276\",\"_type\":\"block\",\"children\":[{\"_key\":\"494e32dc12760\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"6. Ensure a Coherent Email/Post-Email Experience\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"a4d96064a85d\",\"_type\":\"block\",\"children\":[{\"_key\":\"a4d96064a85d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"When one of your customers receives an email from you, that’s not usually the end of the road. Most of the time, you’re looking to get them to take action—and that often means driving them back to your website or app. But it’s important to make sure that the place you’re sending them feels intuitively connected to the message leading them there. If you’re sending a promotional email highlighting a sale on toaster ovens, you’re going to see more conversions if you include a deep link that brings recipients right to a page within your app or website associated with that sale, instead of dropping them on your homepage.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"IMTzBgLm\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-ec7b0ab48a7416ba6fafe793d084e02e8eefdc37-1120x600-jpg\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"383a64415d64\",\"_type\":\"block\",\"children\":[{\"_key\":\"383a64415d640\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"7. Send Test Emails\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"9ba6809c7e3b\",\"_type\":\"block\",\"children\":[{\"_key\":\"9ba6809c7e3b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Your email may look fine inside your email marketing platform, but your audience may get a different view. Send test emails to different email providers (Outlook, Gmail, etc.) and open them on different browsers to see how they render. You want to make sure the layout, fonts, and images look good no matter where you open it. Don’t forget to view them on mobile, too. About\"},{\"_key\":\"9ba6809c7e3b1\",\"_type\":\"span\",\"marks\":[\"3c6ca2fcabe8\"],\"text\":\" 68% percent of emails\"},{\"_key\":\"9ba6809c7e3b2\",\"_type\":\"span\",\"marks\":[],\"text\":\" are opened on a mobile device—so \"},{\"_key\":\"9ba6809c7e3b3\",\"_type\":\"span\",\"marks\":[\"6dd7aa7b2cc8\"],\"text\":\"leveraging responsive design\"},{\"_key\":\"9ba6809c7e3b4\",\"_type\":\"span\",\"marks\":[],\"text\":\" can do a lot to improve the user experience for recipients. (Want a shortcut? Take advantage of the Braze platform’s \"},{\"_key\":\"9ba6809c7e3b5\",\"_type\":\"span\",\"marks\":[\"420133a58f31\"],\"text\":\"Inbox Vision feature\"},{\"_key\":\"9ba6809c7e3b6\",\"_type\":\"span\",\"marks\":[],\"text\":\" to easily and seamlessly test message appearance across a wide range of different inboxes and browsers.)\"}],\"markDefs\":[{\"_key\":\"3c6ca2fcabe8\",\"_type\":\"link\",\"href\":\"https://marketingland.com/majority-of-email-opens-are-mobile-but-most-conversions-on-the-desktop-137760\"},{\"_key\":\"6dd7aa7b2cc8\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/partners/technology_partners/channel_extensions/email_orchestration/stensul/#stensul\"},{\"_key\":\"420133a58f31\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/email/inbox_vision/#inbox-vision\"}],\"style\":\"normal\"},{\"_key\":\"df259a664180\",\"_type\":\"block\",\"children\":[{\"_key\":\"df259a6641800\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"8. Track Results and Optimize Your Campaign\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"80b5453c24ac\",\"_type\":\"block\",\"children\":[{\"_key\":\"80b5453c24ac0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once your campaign goes live, it’s time to start \"},{\"_key\":\"80b5453c24ac1\",\"_type\":\"span\",\"marks\":[\"86e6ecf0db04\"],\"text\":\"analyzing the results\"},{\"_key\":\"80b5453c24ac2\",\"_type\":\"span\",\"marks\":[],\"text\":\". Metrics to track include:\"}],\"markDefs\":[{\"_key\":\"86e6ecf0db04\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-24378\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"764b68fa6c35\",\"_type\":\"block\",\"children\":[{\"_key\":\"764b68fa6c350\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email delivered rates\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7672ee08c0e6\",\"_type\":\"block\",\"children\":[{\"_key\":\"7672ee08c0e60\",\"_type\":\"span\",\"marks\":[],\"text\":\"Open rates\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ce1c26254456\",\"_type\":\"block\",\"children\":[{\"_key\":\"ce1c262544560\",\"_type\":\"span\",\"marks\":[],\"text\":\"Click-through rates\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2e27f077ee1a\",\"_type\":\"block\",\"children\":[{\"_key\":\"2e27f077ee1a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Conversion rates\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6f42d016963e\",\"_type\":\"block\",\"children\":[{\"_key\":\"6f42d016963e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Unsubscribes\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6aca1dc7b67d\",\"_type\":\"block\",\"children\":[{\"_key\":\"6aca1dc7b67d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Are your open rates low? Try a new subject line or try delivering your messages at a different time of day. Are people opening your emails, but aren’t clicking on links? Try tweaking your copy and ensuring that your message’s call to action is clear. Remember, testing is key. You need to be testing to see what your recipients respond to—and once you’ve identified what works, it’s important to keep testing and iterating to ensure that your approach doesn’t get stale over time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"35448b8b7035\",\"_type\":\"block\",\"children\":[{\"_key\":\"35448b8b70350\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final Thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"1e8fe38d0f56\",\"_type\":\"block\",\"children\":[{\"_key\":\"1e8fe38d0f560\",\"_type\":\"span\",\"marks\":[],\"text\":\"With email, there are always opportunities for innovation and improvement. If you keep these 10 key tips in mind, you can avoid a lot of potential messaging pitfalls and support stronger performance from your email program, message by message and campaign by campaign.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"301019b00769\",\"_type\":\"block\",\"children\":[{\"_key\":\"301019b007690\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ready for more insight into how you can improve your email campaigns? Check out \"},{\"_key\":\"301019b007691\",\"_type\":\"span\",\"marks\":[\"b0d0a9ff89ea\"],\"text\":\"Emails on Email: 14 Perspectives On Email Marketing, Deliverability, Engagement, Best Practices, and More.\"}],\"markDefs\":[{\"_key\":\"b0d0a9ff89ea\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-12060\",\"_type\":\"reference\"}}],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/a574eb96f968fd40f0fd4f2045f7a5520df1a771-1400x700.png\",\"publishedDate\":\"2019-08-16T10:00:00-04:00\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-a574eb96f968fd40f0fd4f2045f7a5520df1a771-1400x700-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Sending Great Email Marketing Campaigns, Step by Step | Braze\",\"pageTitle\":\"Sending Great Email Marketing Campaigns, Step by Step | Braze\",\"slug\":{\"current\":\"email-marketing-campaign-step-by-step\"}},\"title\":\"What It Takes to Send and Optimize an Email Campaign, Step by Step\"},{\"_id\":\"imported-craft-254758\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"7387c9f6dd5f\",\"_type\":\"block\",\"children\":[{\"_key\":\"eedadbd3f6d90\",\"_type\":\"span\",\"marks\":[\"debe1299e796\"],\"text\":\"Channels\"},{\"_key\":\"eedadbd3f6d91\",\"_type\":\"span\",\"marks\":[],\"text\":\", platforms, and devices—these are the building blocks of modern marketing. But what do we mean by marketing channels and marketing platforms anyway? And what are best practices for adding these to your marketing mix to deliver a strong return on investment?\"}],\"markDefs\":[{\"_key\":\"debe1299e796\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/single-channel-vs-cross-channel-customer-engagement-a-closer-look\"}],\"style\":\"normal\"},{\"_key\":\"ba13145e2528\",\"_type\":\"block\",\"children\":[{\"_key\":\"251989cf7f480\",\"_type\":\"span\",\"marks\":[],\"text\":\"We’ve put this guide together to answer these very questions and more. Here are the key topics we’ll dive into ahead:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"71cad5dbce0f\",\"_type\":\"block\",\"children\":[{\"_key\":\"de9085ba1e7d0\",\"_type\":\"span\",\"marks\":[\"05ee4e283e6a\",\"794d2abdd788\"],\"text\":\"How do you define “channel” in marketing?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"05ee4e283e6a\",\"_type\":\"internalLink\",\"blank\":false},{\"_key\":\"794d2abdd788\",\"_type\":\"link\",\"blank\":false,\"href\":\"platforms-vs-channels-whats-the-difference#channel\"}],\"style\":\"normal\"},{\"_key\":\"05737c0c51f6\",\"_type\":\"block\",\"children\":[{\"_key\":\"898d4b24d54d0\",\"_type\":\"span\",\"marks\":[\"c7db5f6a6c3c\"],\"text\":\"How do you define “channel” in marketing vs. “platform” in marketing?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"c7db5f6a6c3c\",\"_type\":\"link\",\"blank\":false,\"href\":\"platforms-vs-channels-whats-the-difference#channel-vs-platform\"}],\"style\":\"normal\"},{\"_key\":\"cad9b9064551\",\"_type\":\"block\",\"children\":[{\"_key\":\"70f8916ff9c50\",\"_type\":\"span\",\"marks\":[\"d3d8dde7921d\"],\"text\":\"How to use messaging channels and platforms to support your marketing\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"d3d8dde7921d\",\"_type\":\"link\",\"blank\":false,\"href\":\"platforms-vs-channels-whats-the-difference#how-to-use-channels-platforms\"}],\"style\":\"normal\"},{\"_key\":\"730828aa87a5\",\"_type\":\"block\",\"children\":[{\"_key\":\"4c6218f642180\",\"_type\":\"span\",\"marks\":[\"0c26d51596e0\"],\"text\":\"Marketing channels and platforms FAQs\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"0c26d51596e0\",\"_type\":\"link\",\"blank\":false,\"href\":\"platforms-vs-channels-whats-the-difference#marketing-channels-platforms-FAQs\"}],\"style\":\"normal\"},{\"_key\":\"ba8b8d4e84f4\",\"_type\":\"anchor\",\"anchorId\":\"channel\"},{\"_key\":\"33fccbe21017\",\"_type\":\"block\",\"children\":[{\"_key\":\"271cbc037c290\",\"_type\":\"span\",\"marks\":[],\"text\":\"How Do You Define “Channel” in Marketing?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"905ee1b78b6f\",\"_type\":\"block\",\"children\":[{\"_key\":\"d78bd9292dbb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"A channel is a communications vehicle brands use to connect with and deliver messages or \"},{\"_key\":\"d78bd9292dbb1\",\"_type\":\"span\",\"marks\":[\"28ee858eebb1\"],\"text\":\"campaigns\"},{\"_key\":\"d78bd9292dbb2\",\"_type\":\"span\",\"marks\":[],\"text\":\" to consumers. There are many different channels out there, each with its own unique capabilities, strengths and weaknesses, and related rules.\"}],\"markDefs\":[{\"_key\":\"28ee858eebb1\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/campaigns/getting_started/campaign_basics\"}],\"style\":\"normal\"},{\"_key\":\"b31c208711eb\",\"_type\":\"block\",\"children\":[{\"_key\":\"d4ab1aa968c00\",\"_type\":\"span\",\"marks\":[],\"text\":\"What are some common types of channels used in marketing?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3be7febeb3a4\",\"_type\":\"block\",\"children\":[{\"_key\":\"ebf93acd3fdc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Owned channels and examples\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"3893a9b8595c\",\"_type\":\"block\",\"children\":[{\"_key\":\"c26ea108a4980\",\"_type\":\"span\",\"marks\":[],\"text\":\"How do you define owned channels in marketing? Owned channels (also known as owned media or owned media channels), as the name suggests, are channels brands themselves have control or ownership over. These include things like a company’s:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cfeee07ba7ef\",\"_type\":\"block\",\"children\":[{\"_key\":\"8308b6219f7a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Website, website content (blogs, webinars, etc.) and \"},{\"_key\":\"8308b6219f7a1\",\"_type\":\"span\",\"marks\":[\"ade6b094a4bd\"],\"text\":\"web messaging channels \"},{\"_key\":\"8308b6219f7a2\",\"_type\":\"span\",\"marks\":[],\"text\":\"(in-browser messaging, web push notifications, \"},{\"_key\":\"8308b6219f7a3\",\"_type\":\"span\",\"marks\":[\"37dbc20dfb5f\"],\"text\":\"Content Cards\"},{\"_key\":\"8308b6219f7a4\",\"_type\":\"span\",\"marks\":[],\"text\":\", etc.)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"ade6b094a4bd\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/get-started-using-web-messaging-channels\"},{\"_key\":\"37dbc20dfb5f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/content-cards\"}],\"style\":\"normal\"},{\"_key\":\"60634fdef8f6\",\"_type\":\"block\",\"children\":[{\"_key\":\"5fe7b78407770\",\"_type\":\"span\",\"marks\":[],\"text\":\"App, app content, and app messaging channels (\"},{\"_key\":\"5fe7b78407771\",\"_type\":\"span\",\"marks\":[\"2657264e3ebf\"],\"text\":\"in-app messaging\"},{\"_key\":\"5fe7b78407772\",\"_type\":\"span\",\"marks\":[],\"text\":\", mobile \"},{\"_key\":\"5fe7b78407773\",\"_type\":\"span\",\"marks\":[\"0c833da2d7af\"],\"text\":\"push notifications\"},{\"_key\":\"5fe7b78407774\",\"_type\":\"span\",\"marks\":[],\"text\":\", Content Cards, etc.)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"2657264e3ebf\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/in-app_messages\"},{\"_key\":\"0c833da2d7af\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/push-notifications\"}],\"style\":\"normal\"},{\"_key\":\"8a8d329ef58b\",\"_type\":\"block\",\"children\":[{\"_key\":\"d2f3e362f2430\",\"_type\":\"span\",\"marks\":[\"4de549f469d1\"],\"text\":\"Email marketing campaigns\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"4de549f469d1\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/the-ultimate-guide-to-creating-a-high-impact-email-marketing-strategy\"}],\"style\":\"normal\"},{\"_key\":\"abbfe54e09f8\",\"_type\":\"block\",\"children\":[{\"_key\":\"31e982eb4e150\",\"_type\":\"span\",\"marks\":[\"414071b478e7\"],\"text\":\"SMS marketing campaigns\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"414071b478e7\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/a-complete-guide-to-sms-marketing\"}],\"style\":\"normal\"},{\"_key\":\"2dc5224cdb5c\",\"_type\":\"block\",\"children\":[{\"_key\":\"40f7503f303f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Physical location signage and in-person experiences\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8c0924f87354\",\"_type\":\"block\",\"children\":[{\"_key\":\"17373e74f8720\",\"_type\":\"span\",\"marks\":[],\"text\":\"Organic presence on social media platforms (i.e. a brand’s handles, or accounts, and posts on social media platforms like Instagram, TikTok, LinkedIn, YouTube etc.)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7433e9a024b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"0163697b6cfe0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Earned channels and examples\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"22886c38869e\",\"_type\":\"block\",\"children\":[{\"_key\":\"aafded66f2ed0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How do you define earned channels in marketing? Earned channels (also known as earned media or earned media channels), as the name suggests, are channels where brands can earn exposure, generate referrals, and develop their brand reputation. Companies have no direct ownership over earned media. Examples of earned media and earned channels include:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b1e83b421c89\",\"_type\":\"block\",\"children\":[{\"_key\":\"83a49da8d1c00\",\"_type\":\"span\",\"marks\":[],\"text\":\"Brand mentions on channels of social media (Instagram, Facebook, TikTok, LinkedIn, YouTube, X, etc.) via influencers and average users alike\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"da1bbf8ed411\",\"_type\":\"block\",\"children\":[{\"_key\":\"c6fb367f7d130\",\"_type\":\"span\",\"marks\":[],\"text\":\"Brand mentions on media platforms (TV, print media, online publications, radio, podcasts, etc.)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"14cc85d144f0\",\"_type\":\"block\",\"children\":[{\"_key\":\"70e679d8f7600\",\"_type\":\"span\",\"marks\":[],\"text\":\"Word-of-mouth\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"92e3b802e9db\",\"_type\":\"block\",\"children\":[{\"_key\":\"ce2720f6916f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Online review websites (TripAdvisor, Yelp, Google Reviews, etc.)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"18727c8d65bf\",\"_type\":\"block\",\"children\":[{\"_key\":\"01798c39b0e20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Search engine results (what shows up about your company in Google and other search engines)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8007100d1bbb\",\"_type\":\"block\",\"children\":[{\"_key\":\"a20745f0aabb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Though companies don’t directly control their earned media, they can influence it by working with publications and outlets directly to secure brand mentions on TV, print or digital media, radio, or podcasts. They can also use owned channels to encourage customers to leave reviews on third-party websites. And to have some influence over earned social media mentions, they can work with social media influencers directly or create user-generated social media campaigns and encourage customers to participate. To shape what shows up about your company in search engine results, you can invest in organic search engine optimization to ensure your owned pages appear higher than third-party results related to your brand, products, or services.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3b22ead82b95\",\"_type\":\"block\",\"children\":[{\"_key\":\"9be3af1f7db60\",\"_type\":\"span\",\"marks\":[],\"text\":\"Paid channels and examples\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"5b9a0e693283\",\"_type\":\"block\",\"children\":[{\"_key\":\"d4a90006aa4b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How do you define paid channels in marketing? As the name suggests, paid channels (also known as \"},{\"_key\":\"d4a90006aa4b1\",\"_type\":\"span\",\"marks\":[\"3bb0dfc2b453\"],\"text\":\"paid media\"},{\"_key\":\"d4a90006aa4b2\",\"_type\":\"span\",\"marks\":[],\"text\":\") are channels where brands pay to reach—and deliver sponsored messages or paid campaigns to—their consumers. Examples of paid channels or paid media include:\"}],\"markDefs\":[{\"_key\":\"3bb0dfc2b453\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/audience-sync\"}],\"style\":\"normal\"},{\"_key\":\"623b0f8fa5a7\",\"_type\":\"block\",\"children\":[{\"_key\":\"49f06bdb53090\",\"_type\":\"span\",\"marks\":[],\"text\":\"Print media channels (newspapers, magazines)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"68d154a0197b\",\"_type\":\"block\",\"children\":[{\"_key\":\"513b94acf9510\",\"_type\":\"span\",\"marks\":[],\"text\":\"Broadcast media channels (TV, radio)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1f89f2a14b34\",\"_type\":\"block\",\"children\":[{\"_key\":\"d1d96d718a6e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Out-of-home (OOH) (physical or digital billboards, signs)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e96f4b1800c0\",\"_type\":\"block\",\"children\":[{\"_key\":\"5da71cf7a8da0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Digital paid media channels (ads on channels of social media, search engine marketing results, display ads on websites, etc.)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"87ae704f6eb3\",\"_type\":\"block\",\"children\":[{\"_key\":\"602ee076642b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Messaging channels and examples\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"bf3ea7288992\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a98ec233f620\",\"_type\":\"span\",\"marks\":[],\"text\":\"How do you define messaging channels in marketing? Messaging channels, as the name suggests, are channels brands use to deliver messages to their customers. These are usually via owned channels, though brands can pay to deliver sponsored messaging campaigns as well (such as \"},{\"_key\":\"4a98ec233f621\",\"_type\":\"span\",\"marks\":[\"fa9972802e93\"],\"text\":\"sponsored email marketing campaigns sent via a third-party’s email list\"},{\"_key\":\"4a98ec233f622\",\"_type\":\"span\",\"marks\":[],\"text\":\").\"}],\"markDefs\":[{\"_key\":\"fa9972802e93\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/the-ultimate-guide-to-creating-a-high-impact-email-marketing-strategy\"}],\"style\":\"normal\"},{\"_key\":\"2c1e6aa7031c\",\"_type\":\"block\",\"children\":[{\"_key\":\"10918f7bea1c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Examples of messaging channels include:\"}],\"markDefs\":[],\"style\":\"h5\"},{\"_key\":\"62d8550d07fd\",\"_type\":\"block\",\"children\":[{\"_key\":\"33e837d648210\",\"_type\":\"span\",\"marks\":[],\"text\":\"Mobile messaging channels examples\"}],\"markDefs\":[],\"style\":\"h6\"},{\"_key\":\"712ed108e87a\",\"_type\":\"block\",\"children\":[{\"_key\":\"4d48610c78dc0\",\"_type\":\"span\",\"marks\":[\"ba1c82cca966\",\"strong\"],\"text\":\"Push Notifications\"},{\"_key\":\"4d48610c78dc1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\". \"},{\"_key\":\"4d48610c78dc2\",\"_type\":\"span\",\"marks\":[],\"text\":\"These attention-getting mobile messages are a powerful way to surface time-sensitive outreach and urgent updates.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"ba1c82cca966\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/push-notifications\"}],\"style\":\"normal\"},{\"_key\":\"c1c173fcdb67\",\"_type\":\"block\",\"children\":[{\"_key\":\"4883d0011f860\",\"_type\":\"span\",\"marks\":[\"368279407a9a\",\"strong\"],\"text\":\"In-App Messages\"},{\"_key\":\"4883d0011f861\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\". \"},{\"_key\":\"4883d0011f862\",\"_type\":\"span\",\"marks\":[],\"text\":\"These versatile messages make it possible to communicate with users when they’re active within your mobile app and can take multiple different forms, allowing you to match the outreach approach to your audience.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"368279407a9a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/in-app-messaging\"}],\"style\":\"normal\"},{\"_key\":\"6ad37af0f6bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"5fd3b7fc0a770\",\"_type\":\"span\",\"marks\":[\"953623cc1d9f\",\"strong\"],\"text\":\"SMS/MMS\"},{\"_key\":\"5fd3b7fc0a771\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" messages.\"},{\"_key\":\"5fd3b7fc0a772\",\"_type\":\"span\",\"marks\":[],\"text\":\" This long-standing mobile channel predates smartphones, making it possible to reach and engage customers on virtually any mobile device with urgent, attention-getting communications.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"953623cc1d9f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/mastering-modern-sms-marketing\"}],\"style\":\"normal\"},{\"_key\":\"4fda9adba71f\",\"_type\":\"richImage\",\"alt\":\"Three smartphones display various marketing messages: a push notification, an in-app message, and an SMS.\",\"asset\":{\"_ref\":\"image-132d41c2b994c6e9c3f8ad4479a67f5d02352217-2400x1260-png\",\"_type\":\"reference\"}},{\"_key\":\"a7aea6bfb4ef\",\"_type\":\"block\",\"children\":[{\"_key\":\"a598f12ba47e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Web messaging channels examples\"}],\"markDefs\":[],\"style\":\"h5\"},{\"_key\":\"fdd86977f879\",\"_type\":\"block\",\"children\":[{\"_key\":\"134357116fdb0\",\"_type\":\"span\",\"marks\":[\"53f457b4ec1c\",\"strong\"],\"text\":\"Web push notifications\"},{\"_key\":\"134357116fdb1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\". \"},{\"_key\":\"134357116fdb2\",\"_type\":\"span\",\"marks\":[],\"text\":\"The web version of push notifications, these messages allow marketers to seamlessly reach users even when they’re not currently visiting a company’s website.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"53f457b4ec1c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/web-messaging\"}],\"style\":\"normal\"},{\"_key\":\"78a24f543d1f\",\"_type\":\"block\",\"children\":[{\"_key\":\"6dd3e744505a0\",\"_type\":\"span\",\"marks\":[\"161c8c4e2dc9\",\"strong\"],\"text\":\"In-browser messages\"},{\"_key\":\"6dd3e744505a1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\". \"},{\"_key\":\"6dd3e744505a2\",\"_type\":\"span\",\"marks\":[],\"text\":\"The web version of in-app messages, these messages make it possible to engage web visitors within the context of their website visit.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"161c8c4e2dc9\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/web-messaging\"}],\"style\":\"normal\"},{\"_key\":\"cbabe3964bb8\",\"_type\":\"block\",\"children\":[{\"_key\":\"3a2f321a69210\",\"_type\":\"span\",\"marks\":[],\"text\":\"Cross-platform messaging channels examples\"}],\"markDefs\":[],\"style\":\"h5\"},{\"_key\":\"8dfb71d53af9\",\"_type\":\"block\",\"children\":[{\"_key\":\"c237b6c815a80\",\"_type\":\"span\",\"marks\":[],\"text\":\"What are examples of channels that operate across multiple platforms? Email works across the mobile web and desktop web, while Content Cards work across websites and apps and across mobile and desktop.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"61909490636c\",\"_type\":\"block\",\"children\":[{\"_key\":\"ad7c8813eb6f0\",\"_type\":\"span\",\"marks\":[\"96d400940ed4\",\"strong\"],\"text\":\"Email\"},{\"_key\":\"ad7c8813eb6f1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\". \"},{\"_key\":\"ad7c8813eb6f2\",\"_type\":\"span\",\"marks\":[],\"text\":\"The original digital messaging channel and still among the most impactful, email allows brands to reach users on the web and mobile alike with rich, memorable communications.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"96d400940ed4\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/email\"}],\"style\":\"normal\"},{\"_key\":\"9fd900a0e887\",\"_type\":\"block\",\"children\":[{\"_key\":\"4ac3665add7c0\",\"_type\":\"span\",\"marks\":[\"4ef63a232489\",\"strong\"],\"text\":\"Content Cards\"},{\"_key\":\"4ac3665add7c1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\".\"},{\"_key\":\"4ac3665add7c2\",\"_type\":\"span\",\"marks\":[],\"text\":\" This channel supports unobtrusive, persistent messaging that feels native to a website or mobile app, opening up new marketing opportunities for brands.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"4ef63a232489\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/content-cards-inspiration-guide\"}],\"style\":\"normal\"},{\"_key\":\"cb5f54f41850\",\"_type\":\"block\",\"children\":[{\"_key\":\"1d4f0d5fb14c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Social messaging channels examples\"}],\"markDefs\":[],\"style\":\"h5\"},{\"_key\":\"d7868d39a185\",\"_type\":\"block\",\"children\":[{\"_key\":\"d501e272a36b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Brands can use social messaging channels like \"},{\"_key\":\"d501e272a36b1\",\"_type\":\"span\",\"marks\":[\"1204e6b74aa6\"],\"text\":\"WhatsApp\"},{\"_key\":\"d501e272a36b2\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"d501e272a36b3\",\"_type\":\"span\",\"marks\":[\"fd7d5172304a\"],\"text\":\"Facebook Messenger\"},{\"_key\":\"d501e272a36b4\",\"_type\":\"span\",\"marks\":[],\"text\":\", and other \"},{\"_key\":\"d501e272a36b5\",\"_type\":\"span\",\"marks\":[\"a2871601e332\"],\"text\":\"instant chat messaging platforms\"},{\"_key\":\"d501e272a36b6\",\"_type\":\"span\",\"marks\":[],\"text\":\" to create dynamic, two-way messaging campaigns to drive \"},{\"_key\":\"d501e272a36b7\",\"_type\":\"span\",\"marks\":[\"df75dceb7dba\"],\"text\":\"customer engagement\"},{\"_key\":\"d501e272a36b8\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"1204e6b74aa6\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/whatsapp\"},{\"_key\":\"fd7d5172304a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/partners/technology-partners/messenger\"},{\"_key\":\"a2871601e332\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/partners/message_orchestration/additional_channels/instant_chat\"},{\"_key\":\"df75dceb7dba\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/customer-engagement-guide\"}],\"style\":\"normal\"},{\"_key\":\"3229a91b01a6\",\"_type\":\"anchor\",\"anchorId\":\"channel-vs-platform\"},{\"_key\":\"5122d994baf2\",\"_type\":\"block\",\"children\":[{\"_key\":\"3c5214d149470\",\"_type\":\"span\",\"marks\":[],\"text\":\"How Do You Define “Channel” in Marketing vs. “Platform” in Marketing?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"669c4503ee97\",\"_type\":\"block\",\"children\":[{\"_key\":\"bd22c3b0e53a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"While many people use the words “channel” and “platform” almost interchangeably, the terms aren’t exactly the same. So let’s take a closer look at these key concepts and explore how they relate to each other and what they mean for your marketing efforts.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e2a3dadfc1c9\",\"_type\":\"block\",\"children\":[{\"_key\":\"04c28399a5f00\",\"_type\":\"span\",\"marks\":[],\"text\":\"First, let’s define a platform in marketing.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8934f74e2c1c\",\"_type\":\"block\",\"children\":[{\"_key\":\"05e61db548550\",\"_type\":\"span\",\"marks\":[],\"text\":\"What is a platform in marketing?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e9020fca7d0b\",\"_type\":\"block\",\"children\":[{\"_key\":\"99130077f7f40\",\"_type\":\"span\",\"marks\":[],\"text\":\"A platform in marketing is something that businesses can use to build a presence on. That presence can be used to then connect and communicate with customers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"26617f01d92c\",\"_type\":\"block\",\"children\":[{\"_key\":\"7102998efba60\",\"_type\":\"span\",\"marks\":[],\"text\":\"Examples of platforms in marketing include:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cbbed1a40257\",\"_type\":\"block\",\"children\":[{\"_key\":\"45e8dc76dddc0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The web:\"},{\"_key\":\"45e8dc76dddc1\",\"_type\":\"span\",\"marks\":[],\"text\":\" Arguably one of the first true digital platforms and certainly the most decentralized, the web provides an open setting where brands can create an owned presence and engage with their customers via websites and \"},{\"_key\":\"45e8dc76dddc2\",\"_type\":\"span\",\"marks\":[\"c3421734ce38\"],\"text\":\"web messaging\"},{\"_key\":\"45e8dc76dddc3\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"c3421734ce38\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/web-messaging\"}],\"style\":\"normal\"},{\"_key\":\"d2a3c84cea3e\",\"_type\":\"block\",\"children\":[{\"_key\":\"93e7f67bcf3d0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Operating systems:\"},{\"_key\":\"93e7f67bcf3d1\",\"_type\":\"span\",\"marks\":[],\"text\":\" Examples include the iOS (Apple) and Android (Google) operating systems, which power Apple’s App Store and the Google Play store, respectively. Brands can use these platforms to create apps and power messaging to engage with their customers across mobile devices, tablets, smart watches, and other connected devices.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4c22faefd8e3\",\"_type\":\"block\",\"children\":[{\"_key\":\"a94d3c4d89d00\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"TV and gaming platforms\"},{\"_key\":\"a94d3c4d89d01\",\"_type\":\"span\",\"marks\":[],\"text\":\": Streaming platforms (Roku, Fire TV, etc.) have stores where brands can create apps as well, and gaming engines like Unreal Engine support messaging and analytics on games and apps.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ba2949a0a7a6\",\"_type\":\"block\",\"children\":[{\"_key\":\"5800b7aa73bd0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Social media platforms: \"},{\"_key\":\"5800b7aa73bd1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Meta (the parent company to Facebook, Instagram, and WhatsApp), YouTube, Tiktok, Pinterest, and Snap are actually platforms built on top of other platforms (i.e. the web and operating systems like iOS and Android). Companies use YouTube, Facebook, Instagram, Facebook Messenger, WhatsApp, TikTok, Pinterest, and Snapchat to create a brand presence and connect with consumers.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2b85e1ec3f6b\",\"_type\":\"block\",\"children\":[{\"_key\":\"02038212841a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"What are the primary differences between marketing platforms and marketing channels?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b6b104996d54\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2c05b10417f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"In general, think of platforms as “locations” where consumers can engage with a brand’s digital presence (whether that’s a website, a mobile app, a social media page, or something else), while channels are digital communication mediums that are often associated with a given platform.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d92d7f8c97e6\",\"_type\":\"block\",\"children\":[{\"_key\":\"7bfe26ce04640\",\"_type\":\"span\",\"marks\":[],\"text\":\"When people talk about mobile app marketing channels, for instance, they’re referring to messaging channels that function exclusively in the context of a mobile operating system like Android or iOS. However, it’s important to keep in mind that some channels—like email—are designed to function across different platforms, allowing marketers to reach both web and mobile users with a single message.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2e5d69983034\",\"_type\":\"block\",\"children\":[{\"_key\":\"2d87ec46511f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"As Harvard Business Review (HBR) \"},{\"_key\":\"2d87ec46511f1\",\"_type\":\"span\",\"marks\":[\"79d226d6b955\"],\"text\":\"breaks down the difference between platforms and channels in marketing\"},{\"_key\":\"2d87ec46511f2\",\"_type\":\"span\",\"marks\":[],\"text\":\", “Channels are one-way pipes” while “platforms are two-sided networks.”\"}],\"markDefs\":[{\"_key\":\"79d226d6b955\",\"_type\":\"link\",\"href\":\"https://hbr.org/2015/05/a-cheat-sheet-for-marketers-on-the-future-of-digital-platforms#:~:text=Channels%20are%20one%2Dway%20pipes,community%20and%20adds%20content%20exponentially.\"}],\"style\":\"normal\"},{\"_key\":\"297f13efbfe7\",\"_type\":\"block\",\"children\":[{\"_key\":\"216aae1832610\",\"_type\":\"span\",\"marks\":[],\"text\":\"HBR goes on to explain that the difference between marketing channels and marketing platforms is like comparing Netflix (an owned channel created by Netflix for Netflix to connect with Netflix’s owned audience) and YouTube (a platform where brands can create their own organic owned presence by setting up branded accounts and creating and sharing branded content or creating and sharing paid, sponsored content).\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fd006279f317\",\"_type\":\"block\",\"children\":[{\"_key\":\"e30c3437e3eb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How do platforms and channels support cross-channel marketing efforts?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"bba1ede7c9ee\",\"_type\":\"block\",\"children\":[{\"_key\":\"a67519b743150\",\"_type\":\"span\",\"marks\":[],\"text\":\"For most brands, platforms represent the core digital experiences that they’re offering up to their customers—and in today’s increasingly digital-first world, these experiences may be central to how each customer perceives and values that brand. Similarly, messaging channels often offer the most effective ways for brands to engage, monetize, and retain their customers. By understanding the platforms and channels that resonate (or don’t) with your customers, you can better assess where to invest your finite resources to drive better marketing outcomes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"39fe6b1db1c1\",\"_type\":\"block\",\"children\":[{\"_key\":\"d4ed5a1c0c4a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"What does that look like in practice? Imagine that your brand is looking to build out a major holiday campaign. If you know that, for instance, your mobile app users tend to make purchases more frequently and that push notifications and in-app messages used in tandem historically have driven the most conversions, you can ensure that your highest-impact platforms and channels are being leveraged to support your business goals—then look at ways to improve outcomes for the other platforms and channels your audience engages with.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9bdcb7a308a0\",\"_type\":\"block\",\"children\":[{\"_key\":\"73d3657e7c990\",\"_type\":\"span\",\"marks\":[],\"text\":\"Wait, what about marketing technology platforms? What are marketing technology platforms?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7bdcf97c5547\",\"_type\":\"block\",\"children\":[{\"_key\":\"861762a08d300\",\"_type\":\"span\",\"marks\":[],\"text\":\"Not to confuse things further, but there’s another type of marketing platform you’ll see mentioned. The phrase “marketing technology platforms,” AKA MarTech platforms, is commonly shortened to just “marketing platforms.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c38fe6486354\",\"_type\":\"block\",\"children\":[{\"_key\":\"5f719aaa214b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"This type of marketing platform refers to the tools and technologies brands can use to create, optimize, send, and measure the impact of marketing campaigns. Unlike the type of marketing platforms we described above (such as the web or mobile operating systems), marketing technology platforms do not have audiences for brands to connect with and they don’t have a platform that companies can create a presence on.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"14a7ad4a6135\",\"_type\":\"block\",\"children\":[{\"_key\":\"fbdb9d66c9420\",\"_type\":\"span\",\"marks\":[],\"text\":\"When people talk about these types of marketing platforms, what they’re really talking about is a marketing technology, marketing system, marketing tool, or marketing solution, such as the Braze customer engagement platform.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8a53a9977e31\",\"_type\":\"block\",\"children\":[{\"_key\":\"e2407585546a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"What’s the difference between social media platforms vs. social media channels?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"939760b7769e\",\"_type\":\"block\",\"children\":[{\"_key\":\"9d436f0ccfa20\",\"_type\":\"span\",\"marks\":[],\"text\":\"The reality is, people use the terms social media platforms and social media channels interchangeably. So if you’re looking for “platform” meaning in social media and wondering how that relates to channels of social media, they’re essentially the same thing.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e199ee7f6564\",\"_type\":\"block\",\"children\":[{\"_key\":\"007c9ee342aa0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Think about it like this: Social media platforms (like Meta, YouTube, etc.) have created a place where brands can create an owned or paid presence for connecting with consumers, whether that’s using two-way messaging via \"},{\"_key\":\"007c9ee342aa1\",\"_type\":\"span\",\"marks\":[\"13f2afb6f728\"],\"text\":\"WhatsApp campaigns\"},{\"_key\":\"007c9ee342aa2\",\"_type\":\"span\",\"marks\":[],\"text\":\" or deploying \"},{\"_key\":\"007c9ee342aa3\",\"_type\":\"span\",\"marks\":[\"c234425444e6\"],\"text\":\"targeted paid ad campaigns via Instagram, YouTube, Pinterest, TikTok, Snapchat, and more\"},{\"_key\":\"007c9ee342aa4\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"13f2afb6f728\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/whatsapp-inspiration-guide\"},{\"_key\":\"c234425444e6\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/how-braze-audience-sync-helps-break-down-team-barriers-and-drive-stronger-results\"}],\"style\":\"normal\"},{\"_key\":\"08b40d3507c8\",\"_type\":\"anchor\",\"anchorId\":\"how-to-use-channels-platforms\"},{\"_key\":\"d1ccb98e3f07\",\"_type\":\"block\",\"children\":[{\"_key\":\"7771f455880c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How to Use Messaging Channels and Platforms to Support Your Marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"3aae50327047\",\"_type\":\"block\",\"children\":[{\"_key\":\"2b428cfa552a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Using email as a channel for marketing\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e817f3149954\",\"_type\":\"block\",\"children\":[{\"_key\":\"12943437bdeb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Done right, email is a conversation—customers tell email senders who they are and what they value through their engagement behavior, and senders respond with increasingly relevant, personalized campaigns.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b4f4e556c8e2\",\"_type\":\"richImage\",\"alt\":\"a phone displaying an email from leatherworks\",\"asset\":{\"_ref\":\"image-9fc625e459024a2944eb65e391e7d589bdde1ea3-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"f8aa6f5fbada\",\"_type\":\"block\",\"children\":[{\"_key\":\"400d95cb61880\",\"_type\":\"span\",\"marks\":[],\"text\":\"What are the benefits of email as a channel for marketing?\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"14c01f5ff528\",\"_type\":\"block\",\"children\":[{\"_key\":\"0f79ca48358d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Research by Braze shows there’s a \"},{\"_key\":\"0f79ca48358d1\",\"_type\":\"span\",\"marks\":[\"daeda420fbd0\"],\"text\":\"45% lift in engagement\"},{\"_key\":\"0f79ca48358d2\",\"_type\":\"span\",\"marks\":[],\"text\":\" when using email marketing compared with a control group in which users receive no messaging.\"}],\"markDefs\":[{\"_key\":\"daeda420fbd0\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/cross-channel-messaging\"}],\"style\":\"normal\"},{\"_key\":\"7c2b3a92dbe5\",\"_type\":\"block\",\"children\":[{\"_key\":\"ce99c181b5710\",\"_type\":\"span\",\"marks\":[],\"text\":\"Best practices for using email as a channel for marketing\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"0ee0b1b94631\",\"_type\":\"block\",\"children\":[{\"_key\":\"37dffb8347160\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Be mindful about how (when and to whom) your brand sends emails. \"},{\"_key\":\"37dffb8347161\",\"_type\":\"span\",\"marks\":[],\"text\":\"Thanks to a plague of spam messages in the 1990s, email providers have become vigilant about ensuring that their users aren’t overwhelmed with irrelevant or unwanted messages. Today, email marketers have to comply with \"},{\"_key\":\"37dffb8347162\",\"_type\":\"span\",\"marks\":[\"d51af9693412\"],\"text\":\"Yahoo and Gmail’s sending requirements\"},{\"_key\":\"37dffb8347163\",\"_type\":\"span\",\"marks\":[],\"text\":\" to successfully send mail to those platforms, in addition to any anti-spam and privacy laws applicable in their jurisdictions.\"}],\"markDefs\":[{\"_key\":\"d51af9693412\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/yahoo-and-gmails-2024-new-sending-requirements\"}],\"style\":\"normal\"},{\"_key\":\"a64034a7eaa2\",\"_type\":\"block\",\"children\":[{\"_key\":\"d235bed1e60a0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Prioritize \"},{\"_key\":\"d235bed1e60a1\",\"_type\":\"span\",\"marks\":[\"c3e8a3d61b35\",\"strong\"],\"text\":\"deliverability best practices\"},{\"_key\":\"d235bed1e60a2\",\"_type\":\"span\",\"marks\":[],\"text\":\" like \"},{\"_key\":\"d235bed1e60a3\",\"_type\":\"span\",\"marks\":[\"16b3d8287372\"],\"text\":\"dedicated subdomains\"},{\"_key\":\"d235bed1e60a4\",\"_type\":\"span\",\"marks\":[],\"text\":\" alongside customer-first practices like message personalization, preference centers, and soliciting subscriber feedback regularly.\"}],\"markDefs\":[{\"_key\":\"c3e8a3d61b35\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/9-tips-and-tricks-for-email-deliverability\"},{\"_key\":\"16b3d8287372\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/email-sending-ips-domains\"}],\"style\":\"normal\"},{\"_key\":\"170b1c227e61\",\"_type\":\"block\",\"children\":[{\"_key\":\"dcaabab1cd970\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Create dynamic email campaigns that boost engagement \"},{\"_key\":\"dcaabab1cd971\",\"_type\":\"span\",\"marks\":[],\"text\":\"While emails need to be personal, they can also be responsive, increasing engagement and interactivity within the inbox. Using tools like the open-source \"},{\"_key\":\"dcaabab1cd972\",\"_type\":\"span\",\"marks\":[\"013143cc512b\"],\"text\":\"AMP for Email\"},{\"_key\":\"dcaabab1cd973\",\"_type\":\"span\",\"marks\":[],\"text\":\", it’s now possible to send emails that support in-message interactions—allowing recipients to theoretically swipe through dating profiles, complete and submit surveys, or schedule an appointment without ever clicking through to a web page or app.\"}],\"markDefs\":[{\"_key\":\"013143cc512b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/reimagining-your-email-with-amp-and-how-to-set-your-team-for-success\"}],\"style\":\"normal\"},{\"_key\":\"ecfd5ab4d672\",\"_type\":\"block\",\"children\":[{\"_key\":\"e23424d7ca170\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"4. Follow our \"},{\"_key\":\"e23424d7ca171\",\"_type\":\"span\",\"marks\":[\"117a23dfb5f6\",\"strong\"],\"text\":\"IP warming guide\"},{\"_key\":\"e23424d7ca172\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\". \"},{\"_key\":\"e23424d7ca173\",\"_type\":\"span\",\"marks\":[],\"text\":\"Win over internet service providers (ISPs) and maximize how many emails actually get delivered by gradually scaling up send volumes and demonstrating that recipients are interested in hearing from you.\"}],\"markDefs\":[{\"_key\":\"117a23dfb5f6\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/email-must-knows-ip-warming\"}],\"style\":\"normal\"},{\"_key\":\"e2419e8807f6\",\"_type\":\"block\",\"children\":[{\"_key\":\"b69eb7da9c7d0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"5. Leverage \"},{\"_key\":\"b69eb7da9c7d1\",\"_type\":\"span\",\"marks\":[\"b724759308d6\",\"strong\"],\"text\":\"real-time personalization\"},{\"_key\":\"b69eb7da9c7d2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" tools\"},{\"_key\":\"b69eb7da9c7d3\",\"_type\":\"span\",\"marks\":[],\"text\":\" like \"},{\"_key\":\"b69eb7da9c7d4\",\"_type\":\"span\",\"marks\":[\"53d9fb20448b\"],\"text\":\"Connected Content\"},{\"_key\":\"b69eb7da9c7d5\",\"_type\":\"span\",\"marks\":[],\"text\":\" to pull in up-to-date information about each email recipient from outside sources via APIs and seamlessly insert it into your emails. Send emails that show your customers you know them!\"}],\"markDefs\":[{\"_key\":\"b724759308d6\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/todays-customers-expect-real-time-personalization-can-you-deliver\"},{\"_key\":\"53d9fb20448b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-connected-content\"}],\"style\":\"normal\"},{\"_key\":\"a46c00c8f515\",\"_type\":\"block\",\"children\":[{\"_key\":\"ac32524380f20\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"6. Take advantage of smart \"},{\"_key\":\"ac32524380f21\",\"_type\":\"span\",\"marks\":[\"3627e3c0fce4\",\"strong\"],\"text\":\"testing technologies\"},{\"_key\":\"ac32524380f22\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\".\"},{\"_key\":\"ac32524380f23\",\"_type\":\"span\",\"marks\":[],\"text\":\" Test everything: messaging, subject lines, CTAs, imagery, and more to find out what your audience responds to, and ditch what they don’t.\"}],\"markDefs\":[{\"_key\":\"3627e3c0fce4\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/testing/multivariant_testing\"}],\"style\":\"normal\"},{\"_key\":\"e5c5416f0d65\",\"_type\":\"block\",\"children\":[{\"_key\":\"29b62b9cb8b00\",\"_type\":\"span\",\"marks\":[],\"text\":\"Using SMS as a channel for marketing\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"86ef0477a986\",\"_type\":\"block\",\"children\":[{\"_key\":\"870f54c9c2d00\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customers who give you their phone number trust you to treat it with respect. With that number in hand, you have the opportunity to build an immediate, intimate connection with that user. While consumers often associate SMS with communications between friends and family, it can be a powerful tool for brands.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"094e25526c46\",\"_type\":\"richImage\",\"alt\":\"A smartphone displaying text messages from \\\"Upon Voyage\\\" promoting a Frequent Traveler program.\",\"asset\":{\"_ref\":\"image-1f3180e97154e9a3df01cd7b3d0571aa170c907c-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"dce8a5cb69e9\",\"_type\":\"block\",\"children\":[{\"_key\":\"e28de702c2d80\",\"_type\":\"span\",\"marks\":[],\"text\":\"What are the benefits of SMS as a channel for marketing?\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"ff71c8b6cf60\",\"_type\":\"block\",\"children\":[{\"_key\":\"e84621b0aac20\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Personal channel: \"},{\"_key\":\"e84621b0aac21\",\"_type\":\"span\",\"marks\":[],\"text\":\"SMS is used heavily for peer-to-peer messaging, especially in the US, so it’s ideal for building deeper relationships with your most valuable customers.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3bf81013e22d\",\"_type\":\"block\",\"children\":[{\"_key\":\"25c4bd96fb760\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Global reach: \"},{\"_key\":\"25c4bd96fb761\",\"_type\":\"span\",\"marks\":[],\"text\":\"In certain global markets like APAC, SMS is the standard digital communications medium, rather than email.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c729ea523c1d\",\"_type\":\"block\",\"children\":[{\"_key\":\"4adcf96e4d470\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Two-way interactions:\"},{\"_key\":\"4adcf96e4d471\",\"_type\":\"span\",\"marks\":[],\"text\":\" Messages can kick off conversations between customers and brands, supporting an interactive back and forth between the two sides.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"48345a5be795\",\"_type\":\"block\",\"children\":[{\"_key\":\"888d5b557f430\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"High open rates:\"},{\"_key\":\"888d5b557f431\",\"_type\":\"span\",\"marks\":[],\"text\":\" Recipients rarely pass over SMS messages, which have a \"},{\"_key\":\"888d5b557f432\",\"_type\":\"span\",\"marks\":[\"5910bb936ed9\"],\"text\":\"98% open rate\"},{\"_key\":\"888d5b557f433\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"5910bb936ed9\",\"_type\":\"link\",\"href\":\"https://www.forbes.com/councils/theyec/2024/02/05/is-sms-marketing-an-affordable-small-business-growth-booster/\"}],\"style\":\"normal\"},{\"_key\":\"62af11e32e74\",\"_type\":\"block\",\"children\":[{\"_key\":\"17e89f85b23c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Best practices for using SMS as a channel for marketing\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"6a1c05673319\",\"_type\":\"block\",\"children\":[{\"_key\":\"4570d1b6b0f70\",\"_type\":\"span\",\"marks\":[],\"text\":\"SMS campaigns should be used for:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6227692161d2\",\"_type\":\"block\",\"children\":[{\"_key\":\"13450a18991a0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Sharing critical info. \"},{\"_key\":\"13450a18991a1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Think delayed flights and upcoming medical appointments—or real-time updates on when a table at that hot new restaurant will be free.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c53a25b6ed93\",\"_type\":\"block\",\"children\":[{\"_key\":\"2a6b2d92f72f0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Updating users about transactions. \"},{\"_key\":\"2a6b2d92f72f1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Think alerting shoppers to the real-time status of an order.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dc5209e064c1\",\"_type\":\"block\",\"children\":[{\"_key\":\"511414d8eb690\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Sending mobile-only exclusives.\"},{\"_key\":\"511414d8eb691\",\"_type\":\"span\",\"marks\":[],\"text\":\" Think sending exclusive codes or first dibs on new products to reward customers. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5121f8efade3\",\"_type\":\"block\",\"children\":[{\"_key\":\"3a77056e91c60\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"4. Valuable content. \"},{\"_key\":\"3a77056e91c61\",\"_type\":\"span\",\"marks\":[],\"text\":\"SMS is a personal channel. Reserve it for campaigns that will deliver value and skip the batch-and-blast messaging.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0ef3bce3d334\",\"_type\":\"block\",\"children\":[{\"_key\":\"f72f3de39bcb0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"5. Starting a two-way convo. \"},{\"_key\":\"f72f3de39bcb1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Think leveraging this channel’s support for two-way messaging to allow customers to reply.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cf98b76196f8\",\"_type\":\"block\",\"children\":[{\"_key\":\"e3021dc2013b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Using push notifications as a channel for marketing\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"43fd3691b733\",\"_type\":\"block\",\"children\":[{\"_key\":\"42e7042620100\",\"_type\":\"span\",\"marks\":[],\"text\":\"That buzzing in your pocket is the versatile push notification—whether it’s short and sweet or enriched with images, action buttons, and other advanced functionality, push is super-helpful at getting customers to open apps. While mobile push notifications might be what first comes to mind when you think of push, push notifications also come on the web, connected TV devices, smart watches, tablets, and more. Just like their mobile messaging counterpart, these are built for short, urgent communications, but support rich content like images.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ab24dd8a5ecd\",\"_type\":\"richImage\",\"alt\":\"a phone with the time of 9:41 on it\",\"asset\":{\"_ref\":\"image-8efd4ad31b22aa4b353ad0859047023bfac0bcc6-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"0baa25769bdc\",\"_type\":\"block\",\"children\":[{\"_key\":\"19018cebef570\",\"_type\":\"span\",\"marks\":[],\"text\":\"What are the benefits of push notifications as a channel for marketing?\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"1d16b6c178d2\",\"_type\":\"block\",\"children\":[{\"_key\":\"352c89cd9a720\",\"_type\":\"span\",\"marks\":[],\"text\":\"Push notifications are a powerful tool for boosting revenue and re-engaging customers who haven’t interacted with your brand lately. Braze research finds companies can deliver a \"},{\"_key\":\"352c89cd9a721\",\"_type\":\"span\",\"marks\":[\"b46bca4506bc\"],\"text\":\"191% lift\"},{\"_key\":\"352c89cd9a722\",\"_type\":\"span\",\"marks\":[],\"text\":\" in engagement with push notifications versus no messages at all.\"}],\"markDefs\":[{\"_key\":\"b46bca4506bc\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/maximize-your-customer-re-engagement-and-loyalty-with-personalized-push-notifications\"}],\"style\":\"normal\"},{\"_key\":\"aefdd19353de\",\"_type\":\"block\",\"children\":[{\"_key\":\"f159309e038b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Best practices for using push notifications as a channel for marketing\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"7cf23f9048a2\",\"_type\":\"block\",\"children\":[{\"_key\":\"be37bd47df320\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Be thoughtful about push timing and frequency. \"},{\"_key\":\"be37bd47df321\",\"_type\":\"span\",\"marks\":[],\"text\":\"What happens if you’re too pushy? People will opt out of push notifications or uninstall an app if you pester them too much with irrelevant messages.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"226bdc4cc375\",\"_type\":\"block\",\"children\":[{\"_key\":\"35b21bf34b080\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Provide a warm welcome. \"},{\"_key\":\"35b21bf34b081\",\"_type\":\"span\",\"marks\":[],\"text\":\"See stronger engagement among new users by using in-app messages to prepare and opt them in to push notifications.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"185e9c9cb58a\",\"_type\":\"block\",\"children\":[{\"_key\":\"78d608d2be260\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Win back old friends. \"},{\"_key\":\"78d608d2be261\",\"_type\":\"span\",\"marks\":[],\"text\":\"Reach inactive customers with a blend of out-of-product channels like email and push notifications.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6cdb7faa781d\",\"_type\":\"block\",\"children\":[{\"_key\":\"a107d6efc9200\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"4. Take advantage of timeliness. \"},{\"_key\":\"a107d6efc9201\",\"_type\":\"span\",\"marks\":[],\"text\":\"Message customers about current events, like alerts about the weather or a big holiday sale.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ecb5c27d11f1\",\"_type\":\"block\",\"children\":[{\"_key\":\"240e9c64b6f40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Using in-app and in-browser messages as a channel for marketing\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e187d9011987\",\"_type\":\"block\",\"children\":[{\"_key\":\"694608dc78350\",\"_type\":\"span\",\"marks\":[],\"text\":\"In-app messages are built to reach people when they’re using your mobile app (or, in the case of the web version—which are known as in-browser messages—your website).\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a781929157be\",\"_type\":\"richImage\",\"alt\":\"A smartphone displays an app pop-up with a hand holding red and purple nail polish bottles and the text \\\"Get Ready With Us!\\\".\",\"asset\":{\"_ref\":\"image-1e91bc6186f88b31659e7950d4ae4e975e36ba4c-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"ea0e61720bf2\",\"_type\":\"block\",\"children\":[{\"_key\":\"69c7d34f05250\",\"_type\":\"span\",\"marks\":[],\"text\":\"What are the benefits of in-app or in-browser messages as a channel for marketing?\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"36e359b8fbbc\",\"_type\":\"block\",\"children\":[{\"_key\":\"045735524b340\",\"_type\":\"span\",\"marks\":[],\"text\":\"In-app messages allow you to customize the experience with GIFs, clickable buttons, and more to make messages feel more interactive and engaging and have been found to generate a \"},{\"_key\":\"045735524b341\",\"_type\":\"span\",\"marks\":[\"552fbc13d1bf\"],\"text\":\"131% lift in engagement\"},{\"_key\":\"045735524b342\",\"_type\":\"span\",\"marks\":[],\"text\":\" with in-app messages versus no messages at all, according to Braze research.\"}],\"markDefs\":[{\"_key\":\"552fbc13d1bf\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/9-tips-and-tricks-for-in-app-messages\"}],\"style\":\"normal\"},{\"_key\":\"bad4cca3803e\",\"_type\":\"block\",\"children\":[{\"_key\":\"7c796b7fc4630\",\"_type\":\"span\",\"marks\":[],\"text\":\"Best practices for using in-app and in-browser messages as a channel for marketing\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"7ae434894ccf\",\"_type\":\"block\",\"children\":[{\"_key\":\"12474da4d9b20\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Use in-app messages for the right use cases. \"},{\"_key\":\"12474da4d9b21\",\"_type\":\"span\",\"marks\":[],\"text\":\"They’re powerful for:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0228885ed05d\",\"_type\":\"block\",\"children\":[{\"_key\":\"88792460156a0\",\"_type\":\"span\",\"marks\":[\"1c4fe07ca560\",\"strong\"],\"text\":\"Onboarding\"},{\"_key\":\"88792460156a1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\": \"},{\"_key\":\"88792460156a2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Test and optimize different welcome flows when users first start using your app or website.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"1c4fe07ca560\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whats-onboarding\"}],\"style\":\"normal\"},{\"_key\":\"80a05f6ac879\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2b48cf65dd30\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Tailor-made targeting: \"},{\"_key\":\"b2b48cf65dd31\",\"_type\":\"span\",\"marks\":[],\"text\":\"Personalize the app or website experience for every user, instead of one-size-fits-all outreach.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bea71a5b35ee\",\"_type\":\"block\",\"children\":[{\"_key\":\"93f8b1847cbf0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Filling engagement gaps: \"},{\"_key\":\"93f8b1847cbf1\",\"_type\":\"span\",\"marks\":[],\"text\":\"When paired with out-of-product channels like push or email, in-app messages and in-browser messages play nice with other channels to reach a wider audience.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1e86811acff4\",\"_type\":\"block\",\"children\":[{\"_key\":\"d356d07828620\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. 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