<!DOCTYPE html><html lang="en-us"><head><meta charSet="utf-8"/><meta name="viewport" content="width=device-width, initial-scale=1"/><link rel="stylesheet" href="/_next/static/css/d85d6a0cbc49ff63.css" data-precedence="next"/><link rel="stylesheet" href="/_next/static/css/a53ed4fffe70f1d9.css" data-precedence="next"/><link rel="stylesheet" href="/_next/static/css/ac677f3becdb0fb9.css" data-precedence="next"/><link rel="stylesheet" href="/_next/static/css/6ec5e54ae379e487.css" data-precedence="next"/><link rel="preload" as="script" fetchPriority="low" href="/_next/static/chunks/webpack-2afa656f675362c8.js"/><script src="/_next/static/chunks/1ef81171-aae859132489928d.js" async=""></script><script src="/_next/static/chunks/4678-c4cf65c8a49d50fc.js" async=""></script><script src="/_next/static/chunks/main-app-6197fa6a88b2be67.js" async=""></script><script src="/_next/static/chunks/2574-983010db2095872b.js" async=""></script><script src="/_next/static/chunks/7039-2043547fbf600338.js" async=""></script><script src="/_next/static/chunks/app/%5Blocale%5D/(main)/partners/solutions-partners/%5Bslug%5D/error-dd60d587403470f5.js" async=""></script><script src="/_next/static/chunks/6631-fd5b6182a473af1c.js" async=""></script><script src="/_next/static/chunks/6856-d52b74953b91bb74.js" async=""></script><script src="/_next/static/chunks/5652-d640ca44a84f73bf.js" async=""></script><script src="/_next/static/chunks/1641-f9d0eb4225e5e7bc.js" async=""></script><script src="/_next/static/chunks/3198-7ca9872dc04a0faf.js" async=""></script><script src="/_next/static/chunks/9844-27851a4be1d74e02.js" async=""></script><script src="/_next/static/chunks/app/%5Blocale%5D/layout-5bd778a0401e0622.js" async=""></script><script src="/_next/static/chunks/app/global-error-0a70c5e451e9c961.js" async=""></script><script src="/_next/static/chunks/8576-b68d5fef27b8d29c.js" async=""></script><script src="/_next/static/chunks/5205-77a65f628022e274.js" async=""></script><script src="/_next/static/chunks/7470-509da7ba7859724d.js" async=""></script><script src="/_next/static/chunks/3223-34d5fa9fb7380953.js" async=""></script><script src="/_next/static/chunks/636-5e4c8de26b163781.js" async=""></script><script src="/_next/static/chunks/9482-28845d0d4b186828.js" async=""></script><script src="/_next/static/chunks/1676-f96bfff22fcccc06.js" async=""></script><script src="/_next/static/chunks/app/%5Blocale%5D/(main)/partners/solutions-partners/%5Bslug%5D/page-37a70fb2725bc18c.js" async=""></script><script src="/_next/static/chunks/app/%5Blocale%5D/error-26f382ec1b5fec7e.js" async=""></script><script src="/_next/static/chunks/ffb75e2a-c3d618ad22d03e8e.js" async=""></script><script src="/_next/static/chunks/8718-6ba6eed4aa6c2ce7.js" async=""></script><script src="/_next/static/chunks/4127-8253b833f7ff17fa.js" async=""></script><script src="/_next/static/chunks/5474-34ef9587537a720b.js" async=""></script><script src="/_next/static/chunks/8164-1badc727a0888923.js" async=""></script><script src="/_next/static/chunks/app/%5Blocale%5D/%5B%5B...slug%5D%5D/layout-5495951a5e4c767d.js" async=""></script><link rel="preload" href="https://cdn.cookielaw.org/scripttemplates/otSDKStub.js" as="script"/><link rel="preload" href="https://www.googletagmanager.com/gtm.js?id=GTM-W3ZW3HBZ" as="script"/><link rel="icon" href="/favicon.ico" sizes="any"/><link rel="preconnect" href="https://dev.visualwebsiteoptimizer.com"/><title>Silver Bullet</title><meta name="description" content="Silverbullet is a leading Boutique Customer Experience (CX) Partner, designed to support businesses in the delivery of transformative marketing customer experiences across multiple touchpoints. 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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 solutions partners" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-bold text-[#310CCE] capitalize" href="/partners/solutions-partners">Partners</a><span class="text-white text-md">/</span><a aria-label="Link to silver bullet" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-medium text-[#344054] bg-[#FFFFFFB2] truncate" href="/partners/solutions-partners/silver-bullet">Silver Bullet</a></div><script type="application/ld+json">{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Partners","item":"https://www.braze.com/partners/solutions-partners"},{"@type":"ListItem","position":2,"name":"Silver Bullet","item":"https://www.braze.com/partners/solutions-partners/silver-bullet"}]}</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="Silver Bullet" 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%2F2ab924186b2ab1ee908058b35c660fa1a7f56443-1299x183.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F2ab924186b2ab1ee908058b35c660fa1a7f56443-1299x183.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F2ab924186b2ab1ee908058b35c660fa1a7f56443-1299x183.png&w=384&q=75"/></div><div class="flex flex-col items-start gap-8"><h2 class="max-w-screen-md text-start">Silver Bullet</h2><div class="flex flex-col gap-3 md:flex-row"></div></div></div><div class="flex w-full flex-col gap-3 sm:w-fit md:flex-row"><a href="https://wearesilverbullet.com/" target="_blank" rel="noreferrer noopener" class="inline-flex items-center justify-center text-center rounded-full transition-colors whitespace-nowrap relative z-10 py-2 px-3 gap-1 font-aribauGrotesk font-bold border border-gray-300 bg-white text-gray-700 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 disabled:border-gray-200 disabled:bg-white disabled:text-gray-300 h-[37px] w-full text-sm sm:w-fit">View Partner Website</a></div></div></div></div><div class="container py-24"><div class="flex flex-col gap-8 md:flex-row"><aside class="w-full shrink-0 grow-0 basis-full md:w-[280px] md:basis-[280px]"><div class="flex w-full flex-col gap-8 md:sticky md:top-24"><div class="flex flex-col gap-6 rounded-[12px] bg-gray-50 p-6"><div class="flex flex-col gap-2"><h6 class="text-sm uppercase text-gray-600">Verified Partner</h6><span class="w-fit rounded-xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold text-gray-600">Solutions</span></div></div></div></aside><main class="flex shrink-0 grow basis-0 flex-col gap-12"><section class="flex flex-col gap-9"><h3 class="text-display-md font-semibold text-gray-900">What is Silver Bullet?</h3><div class="flex flex-col gap-6"><p>Silverbullet is a leading Boutique Customer Experience (CX) Partner, designed to support businesses in the delivery of transformative marketing customer experiences across multiple touchpoints. We help our clients to better communicate with their customers, whilst maximising their investment in data and technology. Through our tried and tested ‘four steps to success’, we curate personalised CX strategies that empower businesses to activate across all digital channels; owned and paid alike. We <strong>Empower</strong> - consultative assessment and strategy planning. We <strong>Build</strong> - design, implement and integrate tech. We <strong>Activate</strong> - on-going managed service support. We <strong>Measure</strong> - demonstrate return-on-investment (ROI).<br/></p></div></section></main></div></div><div class="container bg-gray-50 py-[50px] md:py-24"><div class="cards-slider overflow-hidden bg-gray-25 undefined"><div class="container flex flex-col gap-8 px-0 md:px-20"><div class="flex flex-col justify-between gap-6 md:flex-row md:items-center"><h1 class="z-10 text-display-md text-black md:text-display-lg">Related Content</h1><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 font-aribauGrotesk font-bold border border-gray-300 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 disabled:border-gray-200 disabled:bg-white disabled:text-gray-300 h-[40px] w-fit bg-gray-300 text-md text-black" href="/resources/articles">View More</a></div><div class="mb-10 flex flex-col sm:flex-row -mx-4"><a class="flex px-4 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src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fca8c89862376e5cad4c6d3959d57909069fdc30d-1080x1080.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">10<!-- --> min read</span></div><h4 class="text-display-xs font-bold">For SMB Brands, More Messaging Channels Means More Impact</h4><span class="text-sm font-bold text-gray-500">December 17, 2021</span></div></div></a><a class="flex px-4 text-gray-900 hover:text-primary-700 h-full w-full sm:w-1/2 lg:w-1/3" aria-label="Understanding “Growth”—and What It Means for Retailers" href="/resources/articles/understanding-growth-overview"><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="Understanding “Growth”—and What It Means for Retailers" 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%2F63c31d18c3e5fa71be78249d338a50ca6dcb968b-1400x700.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F63c31d18c3e5fa71be78249d338a50ca6dcb968b-1400x700.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F63c31d18c3e5fa71be78249d338a50ca6dcb968b-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">11<!-- --> min read</span></div><h4 class="text-display-xs font-bold">Understanding “Growth”—and What It Means for Retailers</h4><span class="text-sm font-bold text-gray-500">October 17, 2019</span></div></div></a></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 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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 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Over the past two years, we’ve seen entrepreneurship \"},{\"_key\":\"1ea5d98a43981\",\"_type\":\"span\",\"marks\":[\"6fca760e0e3a\"],\"text\":\"increase rapidly\"},{\"_key\":\"1ea5d98a43982\",\"_type\":\"span\",\"marks\":[],\"text\":\" in connection with the COVID-19 pandemic, and while brands of all sizes have faced major challenges in today’s fast-moving environment, SMBs have continue to be a key part of the US business landscape, representing nearly \"},{\"_key\":\"1ea5d98a43983\",\"_type\":\"span\",\"marks\":[\"762ef5f2122e\"],\"text\":\"44% of total economic activity\"},{\"_key\":\"1ea5d98a43984\",\"_type\":\"span\",\"marks\":[],\"text\":\". And these companies aren’t standing still—\"},{\"_key\":\"1ea5d98a43985\",\"_type\":\"span\",\"marks\":[\"07b926f9b304\"],\"text\":\"more than 80% of SMBs\"},{\"_key\":\"1ea5d98a43986\",\"_type\":\"span\",\"marks\":[],\"text\":\" are taking steps to modernize their processes and the technology they have on hand.\"}],\"markDefs\":[{\"_key\":\"6fca760e0e3a\",\"_type\":\"link\",\"href\":\"https://www.bloomberg.com/opinion/articles/2021-06-01/how-covid-inspired-a-new-generation-of-entrepreneurs\"},{\"_key\":\"762ef5f2122e\",\"_type\":\"link\",\"href\":\"https://advocacy.sba.gov/2019/01/30/small-businesses-generate-44-percent-of-u-s-economic-activity/\"},{\"_key\":\"07b926f9b304\",\"_type\":\"link\",\"href\":\"https://techaisle.com/blog/330-the-twin-ladder-approach-to-delivering-digital-transformation-for-smb-and-midmarket-firms\"}],\"style\":\"normal\"},{\"_key\":\"7f5931517613\",\"_type\":\"block\",\"children\":[{\"_key\":\"7f59315176130\",\"_type\":\"span\",\"marks\":[],\"text\":\"Our mission at Braze is to help foster human connections between customers and the brands they love, whether it’s an industry titan or new \"},{\"_key\":\"7e705f6f48e6\",\"_type\":\"span\",\"marks\":[\"fd8c817053c4\"],\"text\":\"startup\"},{\"_key\":\"38d58b8b87e8\",\"_type\":\"span\",\"marks\":[],\"text\":\". We help brands all over the world, across dozens of industries and at different scales of complexity. Customer engagement matters to businesses of all sizes, but the challenges that smaller and mid-size brands face can be different from other organizations. So to better assist these organizations as they work to make the most of their customer engagement efforts, Braze launched a dedicated \"},{\"_key\":\"7f59315176131\",\"_type\":\"span\",\"marks\":[\"a65fb5dab85d\"],\"text\":\"SMB department\"},{\"_key\":\"7f59315176132\",\"_type\":\"span\",\"marks\":[],\"text\":\" designed to provide targeted resources—such as \"},{\"_key\":\"7f59315176133\",\"_type\":\"span\",\"marks\":[\"400ff186efba\"],\"text\":\"this webinar, featuring Wyze\"},{\"_key\":\"7f59315176134\",\"_type\":\"span\",\"marks\":[],\"text\":\", exploring how SMB brands can embrace \"},{\"_key\":\"7f59315176135\",\"_type\":\"span\",\"marks\":[\"55cba37f5a08\"],\"text\":\"cross-channel engagement\"},{\"_key\":\"7f59315176136\",\"_type\":\"span\",\"marks\":[],\"text\":\"—and insights to SMB brands as they grow and scale.\"}],\"markDefs\":[{\"_key\":\"a65fb5dab85d\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-88267\",\"_type\":\"reference\"}},{\"_key\":\"400ff186efba\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-136005\",\"_type\":\"reference\"}},{\"_key\":\"55cba37f5a08\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-134476\",\"_type\":\"reference\"}},{\"_key\":\"fd8c817053c4\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/braze-for-startups\"}],\"style\":\"normal\"},{\"_key\":\"2a439f574700\",\"_type\":\"block\",\"children\":[{\"_key\":\"2a439f5747000\",\"_type\":\"span\",\"marks\":[],\"text\":\"In that spirit, we decided to take a data-focused look at SMB brands and how they can make the most of their customer engagement efforts. We’ve found that SMBs often work with limited time and resources, so we wanted to share some insights to help them thrive. Our biggest takeaway? That SMB brands should seriously consider leveraging more messaging channels to reach their customers effectively.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3dec0bfaf87b\",\"_type\":\"block\",\"children\":[{\"_key\":\"3dec0bfaf87b0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"When It Comes to Messaging Channels, More Is More\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0dccb37a7c08\",\"_type\":\"block\",\"children\":[{\"_key\":\"0dccb37a7c080\",\"_type\":\"span\",\"marks\":[],\"text\":\"Brands can no longer rely on just one channel to reach all of their customers. That new reality has made it essential for companies of all sizes to embrace a cross-channel approach to customer engagement. In fact, Braze research has found that using a cross-channel approach can \"},{\"_key\":\"0dccb37a7c081\",\"_type\":\"span\",\"marks\":[\"8afac0dda83e\"],\"text\":\"boost companies’ average user lifetime by 76%\"},{\"_key\":\"0dccb37a7c082\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"8afac0dda83e\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-27174\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"a3527dca418f\",\"_type\":\"block\",\"children\":[{\"_key\":\"a3527dca418f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Our analysis suggests that across many of the major outcomes that our customers focus on—such as retention, engagement, and purchases—using more channels means better results for SMBs. The upshot? By moving beyond single-channel approaches, SMBs can do more than just more effectively reach their customers; they can also inspire them to take key actions with more success.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"koWNCOoO\",\"_type\":\"richImage\",\"alt\":\"Bar chart showing Sessions per User by Channels Used for SMB customers (July 2020-August 2021): 1 channel has 19.6 sessions, 2 channels have 51.0, and 3 channels have 79.7, indicating increased engagement with more channels.\",\"asset\":{\"_ref\":\"image-4863a5287395a722cc26ecd68f30875e437d1bf8-2400x1288-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"a9f7337b1d4a\",\"_type\":\"block\",\"children\":[{\"_key\":\"a9f7337b1d4a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"For SMB brands, session activity per user exhibits a clear upward trend as more channels are used to communicate with customers. In fact, this metric rises by more than 2.5X and then by 4X when you add a second and third channel to your messaging mix, respectively.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"60UKu4mR\",\"_type\":\"richImage\",\"alt\":\"Bar chart titled \\\"Purchases per User by Number of Channels Used\\\" (SMB Customers, July 2020-August 2021). It shows 0.2 purchases per user for 1 channel, 0.7 for 2 channels, and 1.0 for 3 channels.\",\"asset\":{\"_ref\":\"image-c4fc3476116d1a60b8509802be2b0c66475e828d-2400x1288-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"2f50bbd4efeb\",\"_type\":\"block\",\"children\":[{\"_key\":\"2f50bbd4efeb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"We also see a pronounced upward trend in terms of purchase activity when additional channels are used to message customers. SMB brands that connect with their customers across at least three channels saw 5X higher purchases per user when compared to those that used only one channel.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dFOW6bE0\",\"_type\":\"richImage\",\"alt\":\"Line graph showing rolling retention rates by channel for SMB customers, where Channel 3 has the highest retention, followed by Channel 2 and Channel 1, with all rates decreasing over time.\",\"asset\":{\"_ref\":\"image-9cf0d40330b69ef801af55a21d239c5125a29df6-2400x1420-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"5929bd46d15e\",\"_type\":\"block\",\"children\":[{\"_key\":\"5929bd46d15e0\",\"_type\":\"span\",\"marks\":[\"172770243101\"],\"text\":\"Rolling retention\"},{\"_key\":\"5929bd46d15e1\",\"_type\":\"span\",\"marks\":[],\"text\":\" illustrates that adding additional messaging channels can also have an outsized impact on the odds that users return to your app or website. No matter how many days it has been since a user’s first session, adding communications channels to reach those users has a big influence on whether they stick around longer. In particular, we found that brands who used three channels to message customers saw 120-day customer retention rates that were nearly 4X higher than brands that took a single-channel approach.\"}],\"markDefs\":[{\"_key\":\"172770243101\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-83140\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"74ee4bd612fc\",\"_type\":\"block\",\"children\":[{\"_key\":\"74ee4bd612fc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"What does that all add up to? Well, that using more channels results in better outcomes for SMBs. So no matter which—or how many—channels you’re currently using, it’s likely a smart move to start looking for the next one to add to your mix.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9a666b5840f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"9a666b5840f30\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Messaging Channel Impacts: A Closer Look\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"7c6e9dc32d2a\",\"_type\":\"block\",\"children\":[{\"_key\":\"7c6e9dc32d2a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"At their core, messaging channels are designed to deliver content to your brand’s customers across different platforms and devices. But each channel comes with its own strengths and its unique impact on your customer engagement goals. So let’s take a look at three core channels—in-app messages, mobile push notifications, and email—and how they influence the results seen by SMB brands.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3d88ac94c0c7\",\"_type\":\"block\",\"children\":[{\"_key\":\"3d88ac94c0c70\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Across the Board, In-App Messages Drive Impressive Results\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"879302b1bcdc\",\"_type\":\"block\",\"children\":[{\"_key\":\"879302b1bcdc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The first stop on our tour is a channel that’s a clear driver of positive outcomes for SMB brands—namely, in-app messages (IAMs). While in-app messages are sometimes defined as purely mobile messages in nature and contrasted with in-browser messages, which are used to engage web visitors, in this analysis, “in-app messages” refer to messages sent either within a brands’ app or website.For every metric we looked at, the presence of IAMs in an SMBs’ messaging mix resulted in more positive outcomes. In a world without many unalloyed positives, IAMs are that rarest of rare commodities for marketers: A sure thing.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"JZXj3QB3\",\"_type\":\"richImage\",\"alt\":\"Bar chart comparing message engagement rates for SMB customers (Jul 2020-Aug 2021) with and without IAM channels. Rates are consistently higher with IAM: Email Open Rate (20.4% vs 18.4%), Email Click Rate (1.8% vs 1.7%), and Push Open Rate (1.8% vs 1.0%).\",\"asset\":{\"_ref\":\"image-1ffea7fc4ced059820130ab7c3655c423d9d5f52-2400x1302-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"e25fca58f50b\",\"_type\":\"block\",\"children\":[{\"_key\":\"e25fca58f50b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The usage of IAMs is associated with higher engagement rates across all other messaging channels. That speaks to their apparent ability to go beyond engaging users to actually make users more invested in the outreach you send in other channels.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"vFynJa3j\",\"_type\":\"richImage\",\"alt\":\"Bar chart comparing Purchases per User for SMB Customers (July 2020-August 2021): 1.0 with IAM channel combinations versus 0.1 without IAM.\",\"asset\":{\"_ref\":\"image-43d977491160135e10a26d0fb2fc2846081fb4b9-2400x1242-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"8c3c445aa54d\",\"_type\":\"block\",\"children\":[{\"_key\":\"8c3c445aa54d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"According to our research, users who receive an IAM make purchases 10X more frequently than users who do not. For brands in verticals that are laser-focused on driving more purchases (like retail and eCommerce, for instance), it’s clear that connecting with users through IAMs is one of the most impactful things you can do to bolster purchases and revenue.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"OmOnC5sm\",\"_type\":\"richImage\",\"alt\":\"Bar chart showing opt-in rates. For Pushable channels, opt-in is 32.4% with IAM vs 29.5% without. For Emailable channels, opt-in is 11.6% with IAM vs 5.5% without.\",\"asset\":{\"_ref\":\"image-f75b485818fd63616531c9933fb0fda855dfd956-2400x1284-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"03114c188e75\",\"_type\":\"block\",\"children\":[{\"_key\":\"03114c188e750\",\"_type\":\"span\",\"marks\":[],\"text\":\"In-app messages are also very effective at driving users to opt-in to other channels, making it a highly efficient way to improve your cross-channel engagement. For one thing, users who receive IAMs are twice as likely to be opted in to receive email messages on average. And while the impact is a bit less pronounced for push notifications, users who receive IAMs are still about 10% more likely to be opted-in to push. If you’re interested in learning more about how to increase your opt-in rates for other channels using IAMs, be sure to check out our \"},{\"_key\":\"03114c188e751\",\"_type\":\"span\",\"marks\":[\"535c2ed48c08\"],\"text\":\"Braze Inspiration Guide\"},{\"_key\":\"03114c188e752\",\"_type\":\"span\",\"marks\":[],\"text\":\", which explores message channel and data opt-ins in more detail.\"}],\"markDefs\":[{\"_key\":\"535c2ed48c08\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-124989\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"644dc40136e5\",\"_type\":\"block\",\"children\":[{\"_key\":\"644dc40136e50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Regardless of the other channels you’re using, in-app messages can act as a force multiplier for your engagement efforts. Given these positive impacts, SMBs should think seriously about incorporating IAMs into their customer engagement strategy if they aren’t already.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"610f941e29b1\",\"_type\":\"block\",\"children\":[{\"_key\":\"610f941e29b10\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Email and Push: Better Together\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"02b2f929c26c\",\"_type\":\"block\",\"children\":[{\"_key\":\"02b2f929c26c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"While every SMB brand has its own unique goals and—often—its own messaging channel mix, our analysis found some trends when it came to what channels small and mid-sized brands used to support their customer engagement efforts.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d8b480fb9a19\",\"_type\":\"block\",\"children\":[{\"_key\":\"d8b480fb9a190\",\"_type\":\"span\",\"marks\":[],\"text\":\"For one thing, SMB brands are more likely than larger companies to make use of email rather than push notifications, especially when a given brand is using two or fewer messaging channels. Is this a missed opportunity for SMBs to benefit from push? Or is using two out-of-product messaging channels potentially overwhelming for some customers? To help SMB brands make the most of their messaging, we decided to investigate.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f4131e518e7b\",\"_type\":\"block\",\"children\":[{\"_key\":\"f4131e518e7b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The big finding? When it comes to engagement, purchase behavior, and retention, we see significantly more positive results when SMB brands communicate with customers via both push and email, making a strong case for using both channels in tandem.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"nL0u7c7x\",\"_type\":\"richImage\",\"alt\":\"Bar chart showing sessions per user by channel mix for SMB customers, July 2020-August 2021. Users with both email and mobile push average 54.7 sessions, significantly higher than 14.6 sessions for email only or mobile push only.\",\"asset\":{\"_ref\":\"image-a393e55bd1820e908e02b29ac1ae54eacedf6c9d-2400x1310-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"0a77a457c7a8\",\"_type\":\"block\",\"children\":[{\"_key\":\"0a77a457c7a80\",\"_type\":\"span\",\"marks\":[],\"text\":\"For one thing, using both email and push together is 3.7X more effective than sending exclusively email or mobile push when it comes to driving user sessions. The channel combinations that include both are also more impactful than those containing one or the other in conjunction with other messaging channels, suggesting that this dynamic is an enduring one.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"hI1J7dWn\",\"_type\":\"richImage\",\"alt\":\"Bar chart showing purchases per user by channel combination. Users exposed to both email and mobile push had 0.9 purchases per user, while email only and mobile push only each had 0.2.\",\"asset\":{\"_ref\":\"image-0defdff515d3183b431cc8dac91ed12eed391646-2400x1310-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"6cbf802e24f2\",\"_type\":\"block\",\"children\":[{\"_key\":\"6cbf802e24f20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Looking to drive more purchases? Our research found that purchases per user are 4.5X higher when recipients were sent both email and push notifications, compared to communicating via either channel in isolation.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"aXS3iNYE\",\"_type\":\"richImage\",\"alt\":\"Line chart showing rolling customer retention rates for SMBs by channel combo. Combinations of email and mobile push yield the highest retention, while single-channel email or mobile push only result in the lowest rates.\",\"asset\":{\"_ref\":\"image-050e4607250a80b49242932ec26aa0ae5a97b2d3-2400x1504-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"a8086a6b9646\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8086a6b96460\",\"_type\":\"span\",\"marks\":[],\"text\":\"We see a similar dynamic when it comes to user retention. Consumers who received both emails and push notifications are more likely to be retained on every single individual day through day 120 of their time with a given SMB brand.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ad0acfc4fd98\",\"_type\":\"block\",\"children\":[{\"_key\":\"ad0acfc4fd980\",\"_type\":\"span\",\"marks\":[],\"text\":\"The upshot? If you’re an SMB brand and only have the capacity to support a single messaging channel, that channel should likely be email. However, if it’s possible for you to supplement your email marketing efforts with push notifications, you should consider embracing that approach, as it will lead to stronger downstream results for your business.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7f0ea73f5e33\",\"_type\":\"block\",\"children\":[{\"_key\":\"7f0ea73f5e330\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. When It Comes to Driving Purchases, Don’t Sleep on Web Push\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"7a01df271b3d\",\"_type\":\"block\",\"children\":[{\"_key\":\"7a01df271b3d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Web push notifications are something of an unsung hero in the SMB space. Our research found that SMB brands use web push at a 26% lower rate than other businesses, but that underutilization is a big missed opportunity and something that brands should consider changing. Why? Well, for one thing, our research found that web push is an incredible performer when it comes to driving positive purchase outcomes for your business.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"HbUcgF1z\",\"_type\":\"richImage\",\"alt\":\"Bar chart showing purchases per user by channel mix: Web Push leads with 3.3, followed by IAM (1.0), Email (0.7), and Mobile Push (0.5).\",\"asset\":{\"_ref\":\"image-98d05c529eb02d07d51656e22218a48ebd2b9e77-2400x1262-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"eaf7b0b25359\",\"_type\":\"block\",\"children\":[{\"_key\":\"eaf7b0b253590\",\"_type\":\"span\",\"marks\":[],\"text\":\"One eye-catching result? SMB customers who receive web push notifications as part of their engagement mix see 3.3X the number of purchases compared to the next highest-performing channel (in-app messages, as it happens).\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"mJlnyOca\",\"_type\":\"richImage\",\"alt\":\"Bar chart showing purchases per session by channel combination. \\\"Channel Mix Includes Mobile Push\\\" has 0.23 purchases per user, significantly higher than \\\"Email\\\" (0.02), \\\"IAM\\\" (0.02), or \\\"Email and Mobile Push\\\" (0.01).\",\"asset\":{\"_ref\":\"image-de7fd5a7dbc4cd5914cb628afc11b9e0130340b7-2400x1210-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"16fe45d96287\",\"_type\":\"block\",\"children\":[{\"_key\":\"16fe45d962870\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you dig into purchases on a per session basis, the dynamic becomes even more pronounced. According to our research, users who receive web push notifications as part of their engagement mix make 10X more purchases per session than the next highest-performing channel (email in this case).\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"Wx3C9MFj\",\"_type\":\"richImage\",\"alt\":\"Bar chart showing buyer percentage by channel combination: Web Push at 22.7%, IAM at 12.4%, Email at 11.5%, and Mobile Push at 7.5%.\",\"asset\":{\"_ref\":\"image-21f5400055c9ed9cc805f6e14019139c2b89f31d-2400x1210-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"12da710a2d18\",\"_type\":\"block\",\"children\":[{\"_key\":\"12da710a2d180\",\"_type\":\"span\",\"marks\":[],\"text\":\"Another key insight? Users who receive web push from SMB brands are 83% more likely to be a buyer—that is, a user who actually makes a purchase—than those who received messages in the next highest-performing channel (IAMs in this case).\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"NJS4FwAz\",\"_type\":\"richImage\",\"alt\":\"Bar chart showing repeat buyer rates for SMB customers, July 2020-August 2021. Channel mixes including Web Push have an 86.2% repeat rate, IAM 58.2%, Email 56.7%, and Mobile Push 52.2%.\",\"asset\":{\"_ref\":\"image-d136094dd2663a851675d9d2ec1c7d18f2d0c553-2400x1278-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"d9800ba5457e\",\"_type\":\"block\",\"children\":[{\"_key\":\"d9800ba5457e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"These results are big and significant. That said, while web push is a powerful customer engagement tool, it’s important to remember that it’s not a silver bullet; for one thing, customers tend to opt in for web push notifications at a much lower rate than for mobile push or emails, reducing the number of customers who can be reached this way for many brands.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"712d0e80cb85\",\"_type\":\"block\",\"children\":[{\"_key\":\"712d0e80cb850\",\"_type\":\"span\",\"marks\":[],\"text\":\"However, if your SMB brand has a notable web presence and you’re looking for ways to encourage customers to return to complete a purchase, let visitors know that a favorited item is back in stock, or other key out-of-product messaging use cases, web push should be on your short list of channels to leverage. Try encouraging users to \"},{\"_key\":\"712d0e80cb851\",\"_type\":\"span\",\"marks\":[\"4228f6153d23\"],\"text\":\"opt-in for web push by using an in-browser message\"},{\"_key\":\"712d0e80cb852\",\"_type\":\"span\",\"marks\":[],\"text\":\" that highlights the valuable updates they’ll enjoy by enabling push notifications from your brand!\"}],\"markDefs\":[{\"_key\":\"4228f6153d23\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-19382\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"de65a60814ba\",\"_type\":\"block\",\"children\":[{\"_key\":\"de65a60814ba0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What Channel Combinations Have the Biggest Impact on Each Key Metric?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"c6c55cf3e205\",\"_type\":\"block\",\"children\":[{\"_key\":\"c6c55cf3e2050\",\"_type\":\"span\",\"marks\":[],\"text\":\"Successful cross-channel messaging is all about finding the right mix of channels for your audience and your business goals and deploying them in concert to provide brilliant experiences that get results. While your specific brand’s results may differ, our research found that these specific channel combinations result in the biggest impact on average for each of the four following metrics:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1BFDPYmw\",\"_type\":\"richImage\",\"alt\":\"Table detailing top-performing channel combinations for key metrics such as purchase behavior, message engagement, session engagement, and retention.\",\"asset\":{\"_ref\":\"image-8ce8ff70731736bd7cacefc9722f4cf2b2993017-2400x1038-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"05e2ddd204e6\",\"_type\":\"block\",\"children\":[{\"_key\":\"05e2ddd204e60\",\"_type\":\"span\",\"marks\":[],\"text\":\"One thing to note? All of the most effective combinations have three messaging channels and include in-app messages and email. The biggest difference is whether mobile or web push helps to move the needle the most.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0a6472ae50c6\",\"_type\":\"block\",\"children\":[{\"_key\":\"0a6472ae50c60\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final Thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"1e1a57ae18c5\",\"_type\":\"block\",\"children\":[{\"_key\":\"1e1a57ae18c50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here at Braze, we talk a lot about cross-channel customer engagement, and there’s a reason for that. Our research has shown that embracing cross-channel can supercharge SMBs’ customer engagement efforts and help them reach users more effectively. But the journey isn’t over when you decide what new channels you need to add; you also need a plan for how to expand your channel mix in smart, scalable ways.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"251a782ba98e\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"97884983ec43\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Contact a startup expert\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/braze-for-startups#contact\"}}],\"heading\":\"Ready to get started?\"},{\"_key\":\"fc8e6bfa6240\",\"_type\":\"block\",\"children\":[{\"_key\":\"fc8e6bfa62400\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Methodology\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2b16902f8604\",\"_type\":\"block\",\"children\":[{\"_key\":\"2b16902f86040\",\"_type\":\"span\",\"marks\":[],\"text\":\"For this analysis, we looked at messaging-related data for current Braze SMB customers—defined as brands with 200 or fewer employees that have sent at least messages to at least 1,000 unique recipients per month—between July 2020 and August 2021.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/ca8c89862376e5cad4c6d3959d57909069fdc30d-1080x1080.png\",\"publishedDate\":\"2021-12-17T10:24:00-05:00\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-79ca3f8aeb81ebb4d86f15385929bc82e93e1ff3-1200x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"We decided to take a data-focused look at SMB brands and how they can make the most of their customer engagement efforts. We’ve found that SMBs often work with limited time and resources, so we wanted to share some insights to help them thrive. Our biggest takeaway? That SMB brands should seriously consider leveraging more messaging channels to reach their customers effectively.\",\"pageTitle\":\"For SMB Brands, More Messaging Channels Means More Impact\",\"slug\":{\"current\":\"smb-brands-more-messaging-channels-means-more-impact\"}},\"title\":\"For SMB Brands, More Messaging Channels Means More Impact\"},{\"_id\":\"imported-craft-23481\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"9285ff1b7c9f\",\"_type\":\"block\",\"children\":[{\"_key\":\"9285ff1b7c9f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The term “growth” gets thrown around a lot these days, in part because so many businesses are evolving and finding themselves forced to embrace new approaches and new technologies to thrive in a fast-changing landscape. But trying to achieve sustainable growth without really understanding what the term means is a fool’s errand.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"161c7d67ca34\",\"_type\":\"block\",\"children\":[{\"_key\":\"161c7d67ca340\",\"_type\":\"span\",\"marks\":[],\"text\":\"With that in mind, let’s explore what growth is, what factors influence it, and how brands—especially in the retail space—can master the strategies that make growth possible.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"244129edae0f\",\"_type\":\"block\",\"children\":[{\"_key\":\"244129edae0f0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The Basics of Growth\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"15a2f3df283b\",\"_type\":\"block\",\"children\":[{\"_key\":\"15a2f3df283b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"So, what is growth, really? Growth is a result or output from any part of your company that meaningfully expands the scope of your brand’s business. This can apply to any part of the business, from product features, market expansion, customer activation/engagement or finding ways to improve your business efficiencies.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9e29a54303b0\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e29a54303b00\",\"_type\":\"span\",\"marks\":[],\"text\":\"But the challenge that all of us face is that businesses simply do not grow by themselves. While people sometimes treat growth as a series of tips, hacks, and tricks, that’s not how companies grow. Real growth, as defined by the leading practitioners, follows from a systematic way of approaching and thinking about business risks and opportunities. Teams that have a growth focus tend to become more aware of the sustainability and efficiency of their business inputs, which is an important step for any team, as it drives a bias for action instead of a focus on surface outputs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d1d2140ea42d\",\"_type\":\"block\",\"children\":[{\"_key\":\"d1d2140ea42d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"For example, when you’re looking at a surface metrics, your growth efforts will be best served if you dig a little deeper. Take monthly active users (MAU)—instead of just looking at your MAU numbers in the aggregate, make sure you understand your net MAU; that is, (new customers) ➖ (churned customers) ➕ (resurrected customers). When you know how your MAU for each segment is trending, you can nurture each one differently. If you look after the inputs, the outputs will take care of themselves.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fdce3a8d6395\",\"_type\":\"block\",\"children\":[{\"_key\":\"fdce3a8d63950\",\"_type\":\"span\",\"marks\":[],\"text\":\"One issue that high-growth and early stage businesses inevitably need to face is that fast growth tends to fade with scale and time. This DNA shift to being growth focused is equally relevant for more traditional, lower growth companies. Business leaders need to prepare by looking ahead years in the future and thinking through how they’ll continue to scale. It’s not an easy exercise, but we’ve seen it done successfully again and again by truly strategic brands:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4923352f54a8\",\"_type\":\"block\",\"children\":[{\"_key\":\"4923352f54a80\",\"_type\":\"span\",\"marks\":[],\"text\":\"eBay evolved from a focus on real-time bidding to offering some items at a fixed price, then grew their business through international expansion and by moving into payments.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"789ca8e6267f\",\"_type\":\"block\",\"children\":[{\"_key\":\"789ca8e6267f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Amazon systematically fueled their \"},{\"_key\":\"789ca8e6267f1\",\"_type\":\"span\",\"marks\":[\"912efbee8cb5\"],\"text\":\"flywheel approach to growth\"},{\"_key\":\"789ca8e6267f2\",\"_type\":\"span\",\"marks\":[],\"text\":\" with new business models, leveraged their scale to provide consumers with greater selection, moved continually into new marketplaces, and executed on pricing vs. margin strategy supported by uncompromising customer obsession.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"912efbee8cb5\",\"_type\":\"link\",\"href\":\"https://www.inc.com/jeff-haden/the-1-principle-jeff-bezos-and-amazon-follow-to-fuel-incredible-growth.html\"}],\"style\":\"normal\"},{\"_key\":\"f95b27c0ee7d\",\"_type\":\"block\",\"children\":[{\"_key\":\"f95b27c0ee7d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"When you see an exponential growth curve, it’s often driven by a combination of accelerating pieces, rather than by a single growth lever. Online retailers often run headlong into the consequences of driving growth through a single approach—namely that “OMG” moment when the growth slows down.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b7952add167b\",\"_type\":\"block\",\"children\":[{\"_key\":\"b7952add167b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here, more than ever, it’s important to be able to assess a combination of different business inputs in concert to accurately see where there are growth opportunities. The truth is, when you operate solely based on surface aggregate metrics like gross merchandise volume (GMV) or monthly active users (MAU), you often can’t see the forest for the trees. What you need to do is dig deeper to discern the inputs—like new users over time, or orders/unique buyers stickiness. This level of detail allows you to create specific strategies that drive meaningful impact on your business.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3c536b319e74\",\"_type\":\"block\",\"children\":[{\"_key\":\"3c536b319e740\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Growth and Efficiency\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"d879545d9075\",\"_type\":\"block\",\"children\":[{\"_key\":\"d879545d90750\",\"_type\":\"span\",\"marks\":[],\"text\":\"The growth vs. efficiency conundrum is often among the most heated debates between finance and marketing teams. In a lot of situations, scale and efficiency will tend to move in opposite directions—for instance, spending more on marketing can mean that efficiency declines, while reducing your acquisition spend means that your efficiencies generally improve, but at the cost of scale!\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"07fa995cc760\",\"_type\":\"block\",\"children\":[{\"_key\":\"07fa995cc7600\",\"_type\":\"span\",\"marks\":[],\"text\":\"To solve this, retailers need to change how they look at the issue. First, by assessing product-market fit and ensuring that they understand how much of their customer acquisition is organic vs. paid. That means examining metrics like customer acquisition cost (CAC) and lifetime value (LTV) by acquisition channel. For digital retail and ecommerce, LTV is typically measured over a trailing 12 month (T12M) period however this time frame can make it difficult to discern cause and effect in the short term. For this reason, a healthy metric to focus on is next month retention rate (NMRR) which is the percentage of customers that transact in the month following their first transaction. Focusing on the second purchase via your customer engagement channels within the next 30 days will have a significant impact on the retention tail of your overall customer cohort.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5142557f8494\",\"_type\":\"block\",\"children\":[{\"_key\":\"5142557f84940\",\"_type\":\"span\",\"marks\":[],\"text\":\"In particular, it’s important to ensure that your overall LTV is profitable after all direct costs are accounted for and to understand your per-channel CAC vs. your blended (organic + paid) CAC. Why? Because blended CAC tends to obscure the business inputs that are driving the numbers you’re seeing, making it a dangerous one for marketers to obsess over. With scale, LTV to CAC decays over time, making it essential for brands to continue to invest in viral and organic channels while also leveraging their product and customer engagement technologies to improve customer activation and reduce overall CAC.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"28a1a8d2f4f5\",\"_type\":\"block\",\"children\":[{\"_key\":\"28a1a8d2f4f50\",\"_type\":\"span\",\"marks\":[],\"text\":\"There are three main successful scenarios for companies looking to drive growth through efficiencies:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d26a39b97fc2\",\"_type\":\"block\",\"children\":[{\"_key\":\"d26a39b97fc20\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Scenario #1\"},{\"_key\":\"d26a39b97fc21\",\"_type\":\"span\",\"marks\":[],\"text\":\": Driving incremental profit contribution coming in from a user at the normal CAC\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6bc854cb8f40\",\"_type\":\"block\",\"children\":[{\"_key\":\"6bc854cb8f400\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Scenario #2\"},{\"_key\":\"6bc854cb8f401\",\"_type\":\"span\",\"marks\":[],\"text\":\": Driving normal profit contribution coming in from a user at the lower CAC\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c2412fbac1b5\",\"_type\":\"block\",\"children\":[{\"_key\":\"c2412fbac1b50\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Scenario #3\"},{\"_key\":\"c2412fbac1b51\",\"_type\":\"span\",\"marks\":[],\"text\":\": Driving incremental profit contribution coming in from a user at a lower CAC\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2f20b5bbe197\",\"_type\":\"block\",\"children\":[{\"_key\":\"2f20b5bbe1970\",\"_type\":\"span\",\"marks\":[],\"text\":\"If all scenarios assume the same spend, then Scenario #3 would do the most to drive growth through efficiency, since it would allow the brand in question to see the highest profits with the lowest cost.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e16cec83fea4\",\"_type\":\"block\",\"children\":[{\"_key\":\"e16cec83fea40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Looking for ways to kick off your flywheel? Paid channel marketing can be an effective tool. After all, the larger your network, the better it can scale. However, it’s usually quite difficult to become profitable when your company is entirely reliant on paid channels—and keep in mind that even paid channels can decay. Even worse, this approach can leave retailers exposed to increased competition, since anyone with deeper pockets can outspend them and squeeze their market share.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1aebfa9c9ec2\",\"_type\":\"block\",\"children\":[{\"_key\":\"1aebfa9c9ec20\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s wiser to focus on your growth loop opportunities; if you produce a lot of content, for instance, prioritize creating content loops where engagement and sharing can generate more customers for your business. Or keep an eye on emerging technologies, such as virtual assistants or connected homes, that could represent a new platform for acquiring or engaging customers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6919669ada73\",\"_type\":\"block\",\"children\":[{\"_key\":\"6919669ada730\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Engagement and Retention\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"ce837c9ffb43\",\"_type\":\"block\",\"children\":[{\"_key\":\"ce837c9ffb430\",\"_type\":\"span\",\"marks\":[],\"text\":\"It's remarkable how many businesses apply the majority of their growth focus at the top of the funnel—and forget to focus on what happens after a new customer is acquired. Your average marketing team today is weighted heavily toward acquisition channel marketing, while \"},{\"_key\":\"ce837c9ffb431\",\"_type\":\"span\",\"marks\":[\"a2c11c2e7b81\"],\"text\":\"retention\"},{\"_key\":\"ce837c9ffb432\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"ce837c9ffb433\",\"_type\":\"span\",\"marks\":[\"eb8aa7e382df\"],\"text\":\"lifecycle\"},{\"_key\":\"ce837c9ffb434\",\"_type\":\"span\",\"marks\":[],\"text\":\" teams are only now starting to get more attention.\"}],\"markDefs\":[{\"_key\":\"a2c11c2e7b81\",\"_type\":\"internalLink\"},{\"_key\":\"eb8aa7e382df\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-7092\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"bf5596a4971f\",\"_type\":\"block\",\"children\":[{\"_key\":\"bf5596a4971f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Brands generally end up approaching marketing very differently over time. Early on, it’s all about getting new users, but eventually, you have to pay attention to engagement or you’ll watch your new customers slowly drift away. By keeping a close eye on the new customers who are joining each day/week/month, the channels you’re using to acquire each one, and the different segments they fall into, you can effectively compare how they’re behaving over time and take action when it makes sense.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7b7b2772963a\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b7b2772963a0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Declining Retention Curve: \"},{\"_key\":\"7b7b2772963a1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Acquired customers are eventually all churned at the end of the cohort window. Businesses with declining retention curves are almost entirely reliant on acquiring new customers.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"04373160a0cf\",\"_type\":\"block\",\"children\":[{\"_key\":\"04373160a0cf0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Plateau Retention Curve: \"},{\"_key\":\"04373160a0cf1\",\"_type\":\"span\",\"marks\":[],\"text\":\"The consistent (plateaued) tail of the retention cohort means that you can still grow over time by constantly adding new customers.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"507b8625c375\",\"_type\":\"block\",\"children\":[{\"_key\":\"507b8625c3750\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Smiling Retention Curve: \"},{\"_key\":\"507b8625c3751\",\"_type\":\"span\",\"marks\":[],\"text\":\"Retention curves start to “smile” when businesses focus on initiatives that encourage dormant buyers to return more often.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"Qcc4jyeb\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-658619c41829abcba609f40837030ef0bccf7ca3-1120x730-jpg\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"44b155235589\",\"_type\":\"block\",\"children\":[{\"_key\":\"44b1552355890\",\"_type\":\"span\",\"marks\":[],\"text\":\"Look at the relationship between recency versus frequency once new users have signed up and pay attention to how active your audience is. Analyze those retention curves—good retention curves flatten out, but great retention curves smile. If you’re in a situation where your new user cohorts are in a continual decline, it’s time to face the fact that you’re filling a leaky bucket and are in for some trouble ahead if you don’t course correct.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4945d62da62f\",\"_type\":\"block\",\"children\":[{\"_key\":\"4945d62da62f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Cohorts can also be segmented by geography, time, business size, etc., and if you can understand these cohort behaviors, you can more easily determine the retention curve by segment and increase the chances that each one is a smile, rather than an endless decline. To get there, your customer onboarding and ongoing messaging experience need to effectively drive high-value actions (HVA) which will result in better engagement. That way, your new customers will be nudged to become engaged customers (in what we call an “aha moment”), and your engaged customers with low frequency will be encouraged to increase their frequency.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"KYNaTFdi\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-6dc0b5122bbdb08406db81a61f896061bb66eb40-1120x630-jpg\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"76dae3bc4ee7\",\"_type\":\"block\",\"children\":[{\"_key\":\"76dae3bc4ee70\",\"_type\":\"span\",\"marks\":[],\"text\":\"What does that look like in real life? Well, accounting software brand Intuit QuickBooks Self-Employed (QBSE) uses an in-house propensity model that can predict whether a new user will subscribe based on their first few use days of engagement in concert with the Braze customer engagement platform to \"},{\"_key\":\"76dae3bc4ee71\",\"_type\":\"span\",\"marks\":[\"da5885b40046\"],\"text\":\"power cross-channel campaigns nudging lagging users to up their engagement\"},{\"_key\":\"76dae3bc4ee72\",\"_type\":\"span\",\"marks\":[],\"text\":\" and increase the chances that they purchase a subscription. Similarly, global freelance services marketplace Fiverr leveraged the Braze Canvas visual customer journey tool to identify a messaging approach targeting new users that led to an 8.8% increase in the number of purchases made in a three-day window and \"},{\"_key\":\"76dae3bc4ee73\",\"_type\":\"span\",\"marks\":[\"0765573309c3\"],\"text\":\"bolstered associated revenue by 20.9%\"},{\"_key\":\"76dae3bc4ee74\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"da5885b40046\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-9199\",\"_type\":\"reference\"}},{\"_key\":\"0765573309c3\",\"_type\":\"link\",\"href\":\"/resources/articles/braze-canvas-fiverr-client-story\"}],\"style\":\"normal\"},{\"_key\":\"6376f7e7e66c\",\"_type\":\"block\",\"children\":[{\"_key\":\"6376f7e7e66c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Having access to actionable data and the right technology isn’t a silver bullet, but it does make identifying and acting on data to encourage HVAs much easier.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3defebffbefa\",\"_type\":\"block\",\"children\":[{\"_key\":\"3defebffbefa0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"High-Value Actions and Negative Value Actions\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"52ed3e67462e\",\"_type\":\"block\",\"children\":[{\"_key\":\"52ed3e67462e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"HVAs are typically a set of actions that you can predict will set up customers to be valuable to your business in the long term. But there’s a darker flipside as well—negative value actions (NVAs), which are negative signals that highlight low-value conditions in your audience over the long haul. You need to be mindful of both to maximize growth.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b009dc9fbb5b\",\"_type\":\"block\",\"children\":[{\"_key\":\"b009dc9fbb5b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Start by segmenting users into engagement maps, then work out how to move these customer groups through their lifecycle using incentives, content, and customer education. In general, engagement metrics like frequency of orders by total customers (that is, the number of orders ➗ number of unique customers) ratio can give you a good sense for how your customers are engaged. That said, keep in mind that there’s a natural cadence that can influence what success looks like—after all, a florist will probably always have higher numbers for this metric than a mattress company will—and make sure the metrics you’re measuring against are right for your strategy.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"20e56b6f9f34\",\"_type\":\"block\",\"children\":[{\"_key\":\"20e56b6f9f340\",\"_type\":\"span\",\"marks\":[],\"text\":\"When you look at the acquisition loop, growth is all powered by engagement. But it’s too easy to game things for a while by bombarding your new users with email and push notifications. Doing that indiscriminately can boost your MAU in the short term but drive down your daily active users (DAU) and increase the chances that your audience disengages. Instead, focus on the HVAs that your metrics say matter for your business and use messaging thoughtfully to encourage your users to take steps that will deepen their engagement and increase the odds that they stick around. Each HVA you encourage (and each NVA you avoid) will have a positive incremental effect—known as a downstream impact (DSI)—on your customer LTV and have a positive influence on your brand’s overall growth.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4218e30f80cd\",\"_type\":\"block\",\"children\":[{\"_key\":\"4218e30f80cd0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final Thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"f0b29388c9cb\",\"_type\":\"block\",\"children\":[{\"_key\":\"f0b29388c9cb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"We live in interesting times when it comes to growth. These days, brands that are looking to grow their business on mobile are finding themselves needing to effectively take minutes of engagement from other brands’ apps in order to grow. That means every retailer—and every company, for that matter—is competing against all comers (think Tinder, YouTube, Netflix, podcasts, email, games) for consumers’ attention and their precious moments of focus.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0b4a8ed28f7d\",\"_type\":\"block\",\"children\":[{\"_key\":\"0b4a8ed28f7d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"In order to survive and thrive today, retail brands must approach growth from the inside out. That means starting with your existing core customer base and identifying the behaviors and characteristics associated with the highest returns. Brands who know how to detect, measure and drive these high value actions throughout the customer lifecycle can create the powerful, sustainable growth engine their business needs.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/63c31d18c3e5fa71be78249d338a50ca6dcb968b-1400x700.png\",\"publishedDate\":\"2019-10-17T10:00:00-04:00\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-18c69b5d832bcf4381226e9fcb787aa98ee5e72a-1100x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Let's explore what growth is, what factors influence it, and how brands—especially in the retail space—can master the strategies that make growth possible.\",\"pageTitle\":\"The Basics of Understanding Growth | Braze\",\"slug\":{\"current\":\"understanding-growth-overview\"}},\"title\":\"Understanding “Growth”—and What It Means for Retailers\"}]}]}],[\"$\",\"section\",null,{\"className\":\"supergraphic-4 relative overflow-hidden contain-layout\",\"children\":[false,\"$undefined\",[\"$\",\"div\",null,{\"className\":\"\",\"children\":[[\"$\",\"$L36\",null,{\"switchbackData\":{\"logo\":{\"source\":\"/images/dummy-images/logo1.png\",\"alt\":\"logo\",\"width\":144,\"height\":45},\"headingKey\":\"partnerSwitchHeading\",\"contentKeys\":[\"partnerSwitchContent1\",\"partnerSwitchContent2\",\"partnerSwitchContent3\"],\"background\":\"bg-white\"},\"locale\":\"en-us\"}],[\"$\",\"div\",null,{\"className\":\"container flex grid-cols-2 flex-col px-4 gap-8 pb-24 md:flex-row\",\"children\":[[\"$\",\"div\",\"0\",{\"className\":\"container flex w-full flex-col justify-between gap-8\",\"children\":[[\"$\",\"h4\",null,{\"children\":\"Join our open technology ecosystem\"}],[\"$\",\"p\",null,{\"children\":\"Our platform is designed for flexible, easy integration so you can build solutions that solve customer challenges and accelerate business growth.\"}],[\"$\",\"$L2f\",null,{\"label\":\"Become a Technology Partner\",\"variant\":\"primary\",\"href\":\"/partners/become-a-braze-technology-partner\",\"className\":\"h-[44px]\"}]]}],[\"$\",\"div\",\"1\",{\"className\":\"container flex w-full flex-col justify-between gap-8\",\"children\":[[\"$\",\"h4\",null,{\"children\":\"Join our global services network\"}],[\"$\",\"p\",null,{\"children\":\"Agencies, consultants, and systems integrators build robust service offerings with Braze.\"}],[\"$\",\"$L2f\",null,{\"label\":\"Become a Delivery Partner\",\"variant\":\"primary\",\"href\":\"/partners/become-a-braze-solutions-partner\",\"className\":\"h-[44px]\"}]]}]]}]]}],false]}],[\"$\",\"section\",null,{\"className\":\"bg-blurPurple blur-purple-animation relative overflow-hidden contain-layout pt-10 sm:pt-16 pb-10 sm:pb-16 custom-background\",\"children\":[false,\"$undefined\",[\"$\",\"div\",null,{\"className\":\"\",\"children\":[\"$\",\"div\",null,{\"className\":\"flex w-full flex-col items-center py-16 lg:py-24\",\"children\":[\"$\",\"div\",null,{\"className\":\"container flex flex-col gap-12 items-center\",\"children\":[[\"$\",\"div\",null,{\"className\":\"flex max-w-[768px] flex-col items-center gap-5 text-center\",\"children\":[[\"$\",\"h2\",null,{\"id\":\"its-time-to-be-a-better-marketer\",\"className\":\"mb-0 text-white text-display-sm sm:text-display-md md:text-display-lg lg:text-display-xl xl:text-display-2xl font-extrabold\",\"children\":[[\"$\",\"span\",null,{\"className\":\"block\",\"children\":[[\"$\",\"span\",\"3e4a71e218cd0\",{\"className\":\"\",\"children\":\"It's time to be a better marketer\"}]]}]]}],\"$undefined\"]}],[\"$\",\"div\",null,{\"className\":\"flex w-full flex-col justify-center gap-8 md:flex-row lg:flex-row items-center\",\"children\":[[[\"$\",\"$L2f\",\"cpanel-cta-1\",{\"label\":\"Get Started\",\"variant\":\"white-button\",\"size\":\"xl\",\"href\":\"/get-started\"}],[\"$\",\"$L2f\",\"cpanel-cta-2\",{\"label\":\"See How Braze Works\",\"variant\":\"white-ghost-link\",\"size\":\"xl\",\"href\":\"/product\"}]],\"$undefined\"]}]]}]}]}],false]}]]}]\n"])</script></body></html>