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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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text-sm sm:w-fit">View Partner Website</a></div></div></div></div><div class="container py-24"><div class="flex flex-col gap-8 md:flex-row"><aside class="w-full shrink-0 grow-0 basis-full md:w-[280px] md:basis-[280px]"><div class="flex w-full flex-col gap-8 md:sticky md:top-24"><div class="flex flex-col gap-6 rounded-[12px] bg-gray-50 p-6"><div class="flex flex-col gap-2"><h6 class="text-sm uppercase text-gray-600">Verified Partner</h6><span class="w-fit rounded-xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold text-gray-600">Solutions</span></div><div class="flex flex-col gap-2"><h6 class="text-sm uppercase text-gray-600">Region</h6><span class="w-fit rounded-xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold text-gray-600">EMEA</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 ConsultMyApp?</h3><div class="flex flex-col gap-6"><p>We began in the summer of 2016 as a solo start-up, but now? 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marketer</h4><span class="text-sm font-bold text-gray-500">April 16, 2025</span></div></div></a></div></div><div data-index="8" tabindex="-1" class="slick-slide slick-cloned" aria-hidden="true" style="width:7.6923076923076925%"><div><a class="flex px-4 text-gray-900 hover:text-primary-700 h-full w-full" aria-label="Understanding email open rates and how to improve them" href="/resources/articles/email-open-rates"><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 email open rates and how to improve them" 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%2F23948f16c60e68bb1b345837fadb7c4503a28fed-1920x1080.jpg&w=640&q=75 1x, 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src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fb78842b3e5cf5a6fa572554096a7992df1dbb78f-900x1220.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">Case Study</span><span class="text-sm font-bold text-gray-500">3<!-- --> min read</span></div><h4 class="text-display-xs font-bold">PureGym Boosts Conversions 206% with Braze-Powered Cross-Channel Campaigns</h4><span class="text-sm font-bold text-gray-500">February 02, 2021</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><li class=""><button>5</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 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aria-label="Cross-Channel Messaging" href="/product/cross-channel-messaging">Cross-Channel Messaging</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" 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" 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Coco Janze Lucas, Principal Customer Success Manager, Enterprise at Braze, sat down with Kanchan Lad, Papa Johns UK’s Senior Product Manager of Martech and Loyalty—and winner of the 2024 Marketing Leader of the Year Torchie award—to discuss the company’s successful cross-channel strategies and how they made those strategies simple for everyone to implement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6cc32c752621\",\"_type\":\"block\",\"children\":[{\"_key\":\"39cfc56607d20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Papa Johns has over 400 stores in the UK, each of them offering pizza delivery and pickup. After the disruption caused by the COVID-19 pandemic, the brand adopted a customer retention strategy to maximize loyalty from pizzaholics they’d already acquired.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0b48aa9339f0\",\"_type\":\"block\",\"children\":[{\"_key\":\"df6c26130f2a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"But like many businesses, they were limited by a fragmented tech stack made up of unfit-for-purpose legacy systems. Those challenges included:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4507cf28e2d6\",\"_type\":\"block\",\"children\":[{\"_key\":\"f00fb27ff9160\",\"_type\":\"span\",\"marks\":[],\"text\":\"Cohesive customer journeys were impossible with every channel managed separately\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"835b595942af\",\"_type\":\"block\",\"children\":[{\"_key\":\"40d76c74bf720\",\"_type\":\"span\",\"marks\":[],\"text\":\"Data lag prevented contextual communication and real-time conversions\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"24b22b103276\",\"_type\":\"block\",\"children\":[{\"_key\":\"407928ef2a530\",\"_type\":\"span\",\"marks\":[],\"text\":\"Complex multi-platform management bogged the team down\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f6c7b79a1284\",\"_type\":\"block\",\"children\":[{\"_key\":\"e46e4d199f650\",\"_type\":\"span\",\"marks\":[],\"text\":\"Franchisees were unable to access or act on customer data\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6c2e4c058f35\",\"_type\":\"block\",\"children\":[{\"_key\":\"8910e12dae9a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Knowing cross-channel customer engagement could create better experiences that boost return customers and revenue, Papa Johns UK implemented Braze to manage five marketing channels on a single platform.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8bb77a7b74a8\",\"_type\":\"block\",\"children\":[{\"_key\":\"ffee42f6f77b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze allowed them to migrate three existing systems (email, SMS, and push notifications) and introduce two more (Content Cards and in-app messaging), with the latter two significantly expanding the company’s ability to reach users with messages, as they don’t require opt-in to use. The result? During the 80-day migration period, Papa Johns UK saw a 30% uplift in transactions YoY and higher return customers, an encouraging sign of success to come.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9059b9017a97\",\"_type\":\"block\",\"children\":[{\"_key\":\"2761b28329e50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here are three ways Braze enabled Papa Johns UK to both simplify and amplify their customer engagement strategies.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b4127608300b\",\"_type\":\"block\",\"children\":[{\"_key\":\"5a6af286769c0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3 ways Braze simplifies and amplifies engagement\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"3a86c2bcee50\",\"_type\":\"block\",\"children\":[{\"_key\":\"2720665d308a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Faster campaign deployment\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"ab43b8f2067b\",\"_type\":\"block\",\"children\":[{\"_key\":\"9caa5730bda80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Papa Johns can mobilize campaigns much faster since implementing Braze. In fact, they can now “launch marketing campaigns within minutes.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0159ab48529d\",\"_type\":\"block\",\"children\":[{\"_key\":\"2480b5343d790\",\"_type\":\"span\",\"marks\":[],\"text\":\"The first and most obvious time-savings is the ability to manage every channel from a single platform. No more sinking time and energy into de-siloing data or creating and coordinating campaigns across multiple systems.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"96b27619e5ce\",\"_type\":\"block\",\"children\":[{\"_key\":\"e8dbacbd87590\",\"_type\":\"span\",\"marks\":[],\"text\":\"However, Braze is also packed with automation tools to make marketers’ lives simpler. Kanchan highlights how BrazeAI™ boosts team productivity and quickly overcomes blank-page-itis.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c4364788247d\",\"_type\":\"block\",\"children\":[{\"_key\":\"be18a5ab42c10\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"According to Kanchan, “There are lots of interesting things that we’re using with Braze. We don’t have a copywriter or creative team in-house, so we are completely relying on Braze to do that fab job. It saves time on routine copywriting, freeing up time for creative brainstorming and strategy development.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"16f4a2aeb176\",\"_type\":\"richImage\",\"alt\":\"a quote from kanchan lad senior product manager of martech and loyalty\",\"asset\":{\"_ref\":\"image-f4b1188a8866399babb2e6ff68272fb01160b684-1200x451-png\",\"_type\":\"reference\"}},{\"_key\":\"ddcca8e0607b\",\"_type\":\"block\",\"children\":[{\"_key\":\"1078312c87830\",\"_type\":\"span\",\"marks\":[],\"text\":\"When it comes to \"},{\"_key\":\"1078312c87831\",\"_type\":\"span\",\"marks\":[\"5f5689172ccc\"],\"text\":\"testing and marketing experimentation\"},{\"_key\":\"1078312c87832\",\"_type\":\"span\",\"marks\":[],\"text\":\", Braze simplifies things further with AI-powered personalization and optimization. Kanchan says BrazeAI™ tools “rapidly generate variants to test.” Then you can automatically shift customers to the journey, path, or message that drives the highest engagement and conversions.\"}],\"markDefs\":[{\"_key\":\"5f5689172ccc\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/testing-experimentation\"}],\"style\":\"normal\"},{\"_key\":\"fd917bf43c1a\",\"_type\":\"block\",\"children\":[{\"_key\":\"65dd16aae4300\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Localized communication made easy\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3fc85011d21b\",\"_type\":\"block\",\"children\":[{\"_key\":\"d82332e57bb70\",\"_type\":\"span\",\"marks\":[],\"text\":\"A major success for the team? Enabling Papa Johns UK franchisees to manage their own marketing campaigns. Braze allows franchisees to access centrally-held point-of-sale data to power personalized communication with their local audiences—and to do this simply and easily.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"faafc6434386\",\"_type\":\"block\",\"children\":[{\"_key\":\"1635823cbea20\",\"_type\":\"span\",\"marks\":[],\"text\":\"In order to create an accessible user interface for their franchisees, Papa Johns UK turned to Braze Alloys solutions partner \"},{\"_key\":\"1635823cbea21\",\"_type\":\"span\",\"marks\":[\"53ba55e1a1ad\"],\"text\":\"ConsultMyApp\"},{\"_key\":\"1635823cbea22\",\"_type\":\"span\",\"marks\":[],\"text\":\" to build a custom interface on top of Braze. The Braze platform’s flexible architecture allows Papa Johns UK to have a fully-customized UI for their franchisees to access, making it possible to use Braze to send self-serve SMS campaigns to their own locations in just four steps. They can select custom attributes (such as past purchases, favorite pizza, or customer satisfaction score) to target local customers with messages designed to engage and convert.\"}],\"markDefs\":[{\"_key\":\"53ba55e1a1ad\",\"_type\":\"link\",\"href\":\"https://www.braze.com/partners/solutions-partners/consultmyapp\"}],\"style\":\"normal\"},{\"_key\":\"30c6f4c3f5e2\",\"_type\":\"block\",\"children\":[{\"_key\":\"5f8142aaa59b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"In the launch month of this easy-to-use feature, Papa Johns UK has seen a 400% uplift in revenue from this channel alone, which proves the benefit to QSR brands of providing simple systems that let franchisees drive their business forward.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"94c511bcb567\",\"_type\":\"block\",\"children\":[{\"_key\":\"4729ecca08f20\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"Kanchan states, “It’s incredibly powerful and works in lots of different ways. Better efficiencies, no wasted spend, and higher transactions for stores.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"72c0325d3eec\",\"_type\":\"richImage\",\"alt\":\"a quote by kanchan lad senior product manager of martech and loyalty\",\"asset\":{\"_ref\":\"image-48aa03a999eba6ebfa8709d082f6f4ce494e7864-1200x443-png\",\"_type\":\"reference\"}},{\"_key\":\"aef53ae4646a\",\"_type\":\"block\",\"children\":[{\"_key\":\"8b8b3a3e81d4\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Simpler customer journeys\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"88f4bbe41727\",\"_type\":\"block\",\"children\":[{\"_key\":\"63ee60ccac66\",\"_type\":\"span\",\"marks\":[],\"text\":\"One element of a successful marketing strategy that often gets overlooked is the importance of simplifying the customer’s journey to completing a purchase. Too often, businesses put barriers in the way such as muddled messaging or unclear calls to action—and that costs sales.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4add65007c47\",\"_type\":\"block\",\"children\":[{\"_key\":\"71ce254d97390\",\"_type\":\"span\",\"marks\":[],\"text\":\"This is another way Braze has helped Papa Johns UK amplify its marketing impact. Better personalization based on past purchases makes offers irresistible, presenting customers with great deals on their favorite meals.\\n\"},{\"_key\":\"d1e8ec6b79a9\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"“We’re cutting down barriers to purchase for customers. Any kind of segmentation or targeting that makes our customer journey experience better… We’re on it!” says Kanchan.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4d0b6360b398\",\"_type\":\"richImage\",\"alt\":\"a quote from kanchan lad senior product manager of martech and loyalty\",\"asset\":{\"_ref\":\"image-5339b18a82d14794c4301449bfa4d687c575ce6e-1200x443-png\",\"_type\":\"reference\"}},{\"_key\":\"cb7d43a82d4d\",\"_type\":\"block\",\"children\":[{\"_key\":\"25d97b759a740\",\"_type\":\"span\",\"marks\":[],\"text\":\"For example, when the brand launched their new tandoori pizza range, they could easily access historical data on customers who had previously bought tandoori sides or toppings. This allowed them to focus their budget on those most likely to spice up their lives with the new range, and drive a tastier return on investment.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"079561bf2ee4\",\"_type\":\"block\",\"children\":[{\"_key\":\"636445c3fc850\",\"_type\":\"span\",\"marks\":[],\"text\":\"Meanwhile, easy A/B testing lets the marketing team quickly determine the most successful messaging and amplify the strategies that work for their audience while reducing those that do not.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"45075125d8eb\",\"_type\":\"block\",\"children\":[{\"_key\":\"a49647b23d710\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"5 Braze best practices from Papa Johns UK\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"c45eb8a4ed92\",\"_type\":\"block\",\"children\":[{\"_key\":\"24def28f566b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Avoid “lifting and shifting” data\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"2a2884887d20\",\"_type\":\"block\",\"children\":[{\"_key\":\"7e8afe90faa60\",\"_type\":\"span\",\"marks\":[],\"text\":\"Your legacy solutions will contain a lot of data. This makes it key to prioritize quality over quantity; don’t be tempted to migrate it all. Kanchan advises investing time in data planning, such as thinking about the types of campaigns you want to run and the data you’ll need to support them, and then only migrating the data you need.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"22bd3064f48f\",\"_type\":\"block\",\"children\":[{\"_key\":\"363775ac36320\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"“The first 4 to 5 weeks of our implementation project were just data planning. How do we plan data in such a way that future campaigns and activations are possible?” states Kanchan.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e203d82ceb6e\",\"_type\":\"block\",\"children\":[{\"_key\":\"10d3a05919500\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Align your resources in advance\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"06705e7457b2\",\"_type\":\"block\",\"children\":[{\"_key\":\"0f07488d1c690\",\"_type\":\"span\",\"marks\":[],\"text\":\"To avoid delays to your implementation, reserve resources in advance. Know who you’ll need in your team and ensure their availability. Kanchans’s team included marketing, CRM, IT, and data specialists.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2e7a615e508b\",\"_type\":\"block\",\"children\":[{\"_key\":\"7154146e7c22\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Plan beyond implementation\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"fb802ea81e78\",\"_type\":\"block\",\"children\":[{\"_key\":\"d943d0f9517e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Don’t just plan for implementation and initial transition, says Kanchan. Papa Johns thought about the longer term future to ensure the company retained the tech and data team support they needed to activate campaigns quickly and effectively as they embedded the system.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4413cad471fb\",\"_type\":\"block\",\"children\":[{\"_key\":\"7dae9e7446660\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"4. Think data and security from the start\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"62ded265519c\",\"_type\":\"block\",\"children\":[{\"_key\":\"1106a9eeba120\",\"_type\":\"span\",\"marks\":[],\"text\":\"In \"},{\"_key\":\"1106a9eeba121\",\"_type\":\"span\",\"marks\":[\"d0ba256986f5\"],\"text\":\"customer engagement, data protection and privacy\"},{\"_key\":\"1106a9eeba122\",\"_type\":\"span\",\"marks\":[],\"text\":\" are paramount. Involve your IT and security specialists from the start to create a culture of cybersecurity and respect for customer data that builds trust and confidence with your audience.\"}],\"markDefs\":[{\"_key\":\"d0ba256986f5\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/data-protection-and-privacy-for-customer-engagement\"}],\"style\":\"normal\"},{\"_key\":\"22188352e59e\",\"_type\":\"block\",\"children\":[{\"_key\":\"82c0b039c08d0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"5. 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There are amazing \"},{\"_key\":\"1eec71d3ad3d1\",\"_type\":\"span\",\"marks\":[\"37f3be4a22f0\",\"strong\",\"em\"],\"text\":\"learning paths for different roles on Braze\"},{\"_key\":\"1eec71d3ad3d2\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"—marketer, developer, and product manager, so make sure you take those up from the beginning.”\"}],\"markDefs\":[{\"_key\":\"37f3be4a22f0\",\"_type\":\"link\",\"href\":\"https://learning.braze.com/\"}],\"style\":\"normal\"},{\"_key\":\"14df00ff4afb\",\"_type\":\"block\",\"children\":[{\"_key\":\"c74a38eac6890\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Be a better marketer with Braze\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"15ea59397b9f\",\"_type\":\"block\",\"children\":[{\"_key\":\"5d9ed76f750d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"According to Kanchan, Braze makes the Papa Johns UK marketing team better. They test faster, get to market quicker, and see clearer returns on investment.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0d43512af5e2\",\"_type\":\"block\",\"children\":[{\"_key\":\"ff303a8230af0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Braze platform’s workflow automation, powerful analytics, and time-saving AI functionality mean the central marketing team can launch individually personalized marketing campaigns, at scale, in minutes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"71a4841c8960\",\"_type\":\"block\",\"children\":[{\"_key\":\"cd4385f3ef820\",\"_type\":\"span\",\"marks\":[],\"text\":\"Plus, creating a customized franchisee interface has empowered local teams to create their own campaigns and drive sales. This has further freed the central team to spend more time on creative differentiation and strategic development.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3b252b3d5e36\",\"_type\":\"block\",\"children\":[{\"_key\":\"8824667626d50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Want to check out the whole conversation? \"},{\"_key\":\"1236b079ebf0\",\"_type\":\"span\",\"marks\":[\"strong\",\"cc86ee9adc3e\"],\"text\":\"Watch the Papa Johns UK webinar\"}],\"markDefs\":[{\"_key\":\"cc86ee9adc3e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/webinars-and-events/spotlight-papa-johns-uk\"}],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/b77971069e4dfa56b0e2fb0a3e41535cac006773-1200x628.png\",\"publishedDate\":\"2024-10-17T18:42:51.053Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-b77971069e4dfa56b0e2fb0a3e41535cac006773-1200x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Papa Johns UK drove 32% uplift in transactions and 20% increase in revenue year-over-year with a strategy powered by Braze. Let's check out how they did it.\",\"pageTitle\":\"How Papa Johns UK Serves Up Tasty Customer Experiences\",\"slug\":{\"_type\":\"slug\",\"current\":\"papa-johns-uk-customer-story\"}},\"title\":\"How Papa Johns UK Serves Up Tasty Customer Experiences\"},{\"_id\":\"50ceec65-b9a7-423c-b5e3-02b00ced8594\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"43f7f6f7d1f5\",\"_type\":\"block\",\"children\":[{\"_key\":\"ad5250d6d51f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Acquisition often gets the spotlight when brands want to grow, but customer retention delivers compounding benefits by driving higher lifetime value, boosting profitability and strengthening brand loyalty. \"},{\"_key\":\"b3682ed20352\",\"_type\":\"span\",\"marks\":[\"82e55430a640\"],\"text\":\"Research by Frederick Reichheld of Bain \u0026 Company\"},{\"_key\":\"516d4d4cdb69\",\"_type\":\"span\",\"marks\":[],\"text\":\" (the inventor of the net promoter score) shows that \"},{\"_key\":\"479877e2b4db\",\"_type\":\"span\",\"marks\":[\"1d54cd182272\"],\"text\":\"increasing customer retention\"},{\"_key\":\"0ed42ea1ad5b\",\"_type\":\"span\",\"marks\":[],\"text\":\" rates by just 5% can improve profits by between 25% to 95%.\"}],\"markDefs\":[{\"_key\":\"82e55430a640\",\"_type\":\"link\",\"href\":\"http://www.bain.com/Images/BB_Prescription_cutting_costs.pdf\"},{\"_key\":\"1d54cd182272\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/4-ways-to-increase-user-retention\"}],\"style\":\"normal\"},{\"_key\":\"d5e1719459df\",\"_type\":\"block\",\"children\":[{\"_key\":\"0c4e88b68f7c\",\"_type\":\"span\",\"marks\":[],\"text\":\"That’s why customer retention management needs to be part of your growth strategy. Retention doesn’t happen by chance. It requires a clear, consistent approach, involving people, processes, and platforms.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"058aeb5ec677\",\"_type\":\"block\",\"children\":[{\"_key\":\"e2fa46fa56b3\",\"_type\":\"span\",\"marks\":[],\"text\":\"In this guide, we’ll explore what customer retention management really means, how it differs from broader retention efforts and how you can build a system that not only keeps customers coming back but turns them into loyal advocates.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8d39d58a3252\",\"_type\":\"block\",\"children\":[{\"_key\":\"7fad1796ccae\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Contents\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e4c4724ec7ef\",\"_type\":\"block\",\"children\":[{\"_key\":\"5110ab174950\",\"_type\":\"span\",\"marks\":[\"5ac52ad1476b\"],\"text\":\"What is customer retention management?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"5ac52ad1476b\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/customer-retention-management#what\"}],\"style\":\"normal\"},{\"_key\":\"f8d325b6917f\",\"_type\":\"block\",\"children\":[{\"_key\":\"91ce354c8f76\",\"_type\":\"span\",\"marks\":[\"52f11fe80554\"],\"text\":\"Why customer retention management matters for sustainable growth\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"52f11fe80554\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/customer-retention-management#why\"}],\"style\":\"normal\"},{\"_key\":\"646e21b50beb\",\"_type\":\"block\",\"children\":[{\"_key\":\"8db6bb5c7e01\",\"_type\":\"span\",\"marks\":[\"60bdea92ec3e\"],\"text\":\"Customer retention vs. customer retention management\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"60bdea92ec3e\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/customer-retention-management#management\"}],\"style\":\"normal\"},{\"_key\":\"d87c278c4991\",\"_type\":\"block\",\"children\":[{\"_key\":\"adf2a293be8f\",\"_type\":\"span\",\"marks\":[\"5728609199c6\"],\"text\":\"How to build a successful customer retention management system\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"5728609199c6\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/customer-retention-management#build\"}],\"style\":\"normal\"},{\"_key\":\"dc6a9b9ebdc5\",\"_type\":\"block\",\"children\":[{\"_key\":\"47924a80d445\",\"_type\":\"span\",\"marks\":[\"b5feb06d379b\"],\"text\":\"Real-world customer retention management in action\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"b5feb06d379b\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/customer-retention-management#examples\"}],\"style\":\"normal\"},{\"_key\":\"0b062e7344d1\",\"_type\":\"block\",\"children\":[{\"_key\":\"26801c78cd2e\",\"_type\":\"span\",\"marks\":[\"f0d87c9f3cdc\"],\"text\":\"Final thoughts\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"f0d87c9f3cdc\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/customer-retention-management#conclusion\"}],\"style\":\"normal\"},{\"_key\":\"489d19723acd\",\"_type\":\"block\",\"children\":[{\"_key\":\"cae83b5e3201\",\"_type\":\"span\",\"marks\":[\"edd3e05054c6\"],\"text\":\"FAQs about customer retention management\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"edd3e05054c6\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/customer-retention-management#faqs\"}],\"style\":\"normal\"},{\"_key\":\"4600179148a2\",\"_type\":\"anchor\",\"anchorId\":\"what\"},{\"_key\":\"606799b06974\",\"_type\":\"block\",\"children\":[{\"_key\":\"d60b725e24e9\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What is customer retention management?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"a9a7ddf2b5ca\",\"_type\":\"block\",\"children\":[{\"_key\":\"05d2d74ad0a1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer retention management is the process of keeping customers engaged through growing the strength of your relationship with them over time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f987eb1fd9cd\",\"_type\":\"block\",\"children\":[{\"_key\":\"478666d7582a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer retention management focuses on understanding customer needs, acting on their feedback, and prioritizing the factors that matter most to loyalty and lifetime value. Instead of treating retention as an outcome, businesses make it an ongoing priority built into how they operate.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"184b2df1d0b2\",\"_type\":\"richImage\",\"alt\":\"a poster that says locking in loyalty on it\",\"asset\":{\"_ref\":\"image-993d0ec1f56c5232642672225d3bbf37b44ac829-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"8a80bcdc56fe\",\"_type\":\"block\",\"children\":[{\"_key\":\"d594778e8b4c\",\"_type\":\"span\",\"marks\":[],\"text\":\"A strong customer retention management strategy typically revolves around three key actions:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1c6cf2d17bd5\",\"_type\":\"block\",\"children\":[{\"_key\":\"dbb0a77ff6a3\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Understanding what makes customers stay.\"},{\"_key\":\"bab30d0092a9\",\"_type\":\"span\",\"marks\":[],\"text\":\" Tools like Net Promoter Score (NPS), or your own brand surveys help to uncover how customers feel about your product, service and the customer experience they have with you–and why they stick around.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a01cb945dab3\",\"_type\":\"block\",\"children\":[{\"_key\":\"d0d438ef5982\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Closing the loop based on feedback.\"},{\"_key\":\"0c18101564cc\",\"_type\":\"span\",\"marks\":[],\"text\":\" Listening is only half the equation. Acting quickly and meaningfully on what customers share, helps to build trust and prevent churn before it happens.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b28181a041db\",\"_type\":\"block\",\"children\":[{\"_key\":\"56d03f30ce91\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Prioritizing churn drivers by financial impact.\"},{\"_key\":\"3ddce7d1255c\",\"_type\":\"span\",\"marks\":[],\"text\":\" Not every issue carries the same weight. Smart retention management identifies which churn risks hit revenue hardest, so teams can focus their efforts where it matters most.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c40aaf585c40\",\"_type\":\"block\",\"children\":[{\"_key\":\"152c87d6299f\",\"_type\":\"span\",\"marks\":[\"c313e9a8e4a2\"],\"text\":\"Effective customer retention management\"},{\"_key\":\"5cae7f50cb9c\",\"_type\":\"span\",\"marks\":[],\"text\":\" is rarely confined to a single team. Teams like Marketing, Product, and Support should all work together to deliver experiences that meet customer expectations and build trust.\"}],\"markDefs\":[{\"_key\":\"c313e9a8e4a2\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/complete-guide-to-retention-marketing\"}],\"style\":\"normal\"},{\"_key\":\"3e38c24a39c6\",\"_type\":\"anchor\",\"anchorId\":\"why\"},{\"_key\":\"2125276a2737\",\"_type\":\"block\",\"children\":[{\"_key\":\"a9237977c5f4\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Why customer retention matters for sustainable growth\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"74e04d72a7b8\",\"_type\":\"block\",\"children\":[{\"_key\":\"fac9b899e091\",\"_type\":\"span\",\"marks\":[],\"text\":\"Marketers know that loyalty is a competitive advantage. \"},{\"_key\":\"e600e8dfc1e1\",\"_type\":\"span\",\"marks\":[\"1ba3b97f168b\"],\"text\":\"Loyal customers cost less to serve\"},{\"_key\":\"f7fa6573feb4\",\"_type\":\"span\",\"marks\":[],\"text\":\", can drive more referrals, and often contribute significantly to profits. But building and sustaining that loyalty looks different today than it did even a few years ago.\"}],\"markDefs\":[{\"_key\":\"1ba3b97f168b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/building-long-term-customer-loyalty\"}],\"style\":\"normal\"},{\"_key\":\"0839e6c278bd\",\"_type\":\"block\",\"children\":[{\"_key\":\"f66dd60ba89b\",\"_type\":\"span\",\"marks\":[],\"text\":\"According to \"},{\"_key\":\"013153bd9132\",\"_type\":\"span\",\"marks\":[\"d113515b6f67\"],\"text\":\"Braze research\"},{\"_key\":\"e72ca40c5182\",\"_type\":\"span\",\"marks\":[],\"text\":\", trust and product quality are now 3.3X more important for repeat purchases than discounts. Customers want brands they can rely on; once trust and affordability are in place, repeat business becomes far more likely. Retention management gives brands the tools and strategies to earn that trust consistently, even in challenging economic conditions.\"}],\"markDefs\":[{\"_key\":\"d113515b6f67\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/building-long-term-loyalty-a-research-report-on-what-consumers-want\"}],\"style\":\"normal\"},{\"_key\":\"a9274a55c0a4\",\"_type\":\"richImage\",\"alt\":\"Bar chart showing reasons customers return to brands, with affordability (33%) and product quality/brand trust (33%) as the top factors.\",\"asset\":{\"_ref\":\"image-4c22cbb41cfb3ab116200093d1cb71bfee073d5f-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"47e223a59106\",\"_type\":\"block\",\"children\":[{\"_key\":\"c351a861a345\",\"_type\":\"span\",\"marks\":[],\"text\":\"At the same time, consumers are becoming more cautious about how brands use their data. Nearly half (47%) of survey participants said they lacked confidence that brands handle their information responsibly and a growing number are less willing to share personal data than before. Today’s retention strategies must balance personalization with transparency, meeting expectations for value while respecting privacy and consent.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"696d2d8d2da2\",\"_type\":\"richImage\",\"alt\":\"a graph showing how confident are you that brands use your personal data responsibly\",\"asset\":{\"_ref\":\"image-2db9aadeaa514a1a85123bd644dcd3bfb8de460d-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"641619bebb2c\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2998eaab95a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customers also want personalized experiences, but they are selective about how those experiences are delivered. While 80% of consumers see personalization as important to purchasing decisions, only 29% feel comfortable with AI-driven personalization today. Brands that invest in thoughtful, human-centered retention strategies have a major opportunity to stand out, using real-time insights to create meaningful connections without undermining trust.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e3d203bfaed8\",\"_type\":\"anchor\",\"anchorId\":\"management\"},{\"_key\":\"07dcafe851c3\",\"_type\":\"block\",\"children\":[{\"_key\":\"ad7c2aab5ce3\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Customer retention vs. customer retention management\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b4004f6b92d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"030d698a6270\",\"_type\":\"span\",\"marks\":[],\"text\":\"While they sound similar, customer retention and customer retention management are two distinct concepts. Uunderstanding the difference is critical for building a strategy that delivers results.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2a8678caf0a1\",\"_type\":\"block\",\"children\":[{\"_key\":\"970f4416432b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Customer retention \"},{\"_key\":\"bcc908291985\",\"_type\":\"span\",\"marks\":[],\"text\":\"is the outcome. Often viewed as a metric, it reflects how well you’re meeting customer needs, providing value, and building loyalty. High retention rates can signal strong relationships and long-term revenue potential, while low rates often highlight missed opportunities or customer dissatisfaction.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4abed57a8992\",\"_type\":\"block\",\"children\":[{\"_key\":\"075579b15efb\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Customer retention management\"},{\"_key\":\"68ba0c40bb6c\",\"_type\":\"span\",\"marks\":[],\"text\":\", on the other hand, is the strategic process behind that outcome. It’s the system you build to influence retention proactively, through data, campaigns, feedback loops, personalization, and cross-functional coordination. Instead of hoping customers stay, retention management makes it a goal supported by clear actions, accountability, and ongoing optimization.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d875ef74e164\",\"_type\":\"block\",\"children\":[{\"_key\":\"4d7e46f8f513\",\"_type\":\"span\",\"marks\":[],\"text\":\"Retention shows you where you stand. Retention management gives you the tools to improve your position.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"37099a24872d\",\"_type\":\"anchor\",\"anchorId\":\"build\"},{\"_key\":\"8fe377835a3d\",\"_type\":\"block\",\"children\":[{\"_key\":\"7048a0993517\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How to build a successful customer retention management system\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"1bf11e01a067\",\"_type\":\"block\",\"children\":[{\"_key\":\"f54a7adb5f0d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Retention management works best when it puts the customer first to create consistent, connected experiences. Here’s what a system needs to deliver lasting results:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"547bb8c07d42\",\"_type\":\"block\",\"children\":[{\"_key\":\"f62ca0ee6cdb\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Integrate customer data across touchpoints\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"32a064cd66de\",\"_type\":\"block\",\"children\":[{\"_key\":\"b1fb3c715da4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Retention starts with connected insights. Without a unified and complete view of customer interactions across teams and systems, brands risk missing key signals that impact loyalty. Bringing together behavioral, transactional, and feedback data helps brands segment smarter, personalize messaging and respond quickly to changes in customer behavior.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bf6986a6fcc8\",\"_type\":\"block\",\"children\":[{\"_key\":\"8cceb602bd59\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Build precise segments based on behaviors, preferences, and lifecycle stages\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"66ee0126535f\",\"_type\":\"block\",\"children\":[{\"_key\":\"605b6a15b2cf\",\"_type\":\"span\",\"marks\":[],\"text\":\"Smart segmentation helps make campaigns more targeted, timely, and effective. Build segments based on factors like where customers are at in the lifecycle, the types of products they most often buy, how often they open your app, etc.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3151b59e5b66\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2dd0a23bce5\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Map the customer journey to identify key opportunities for retention\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"fddfba07e918\",\"_type\":\"block\",\"children\":[{\"_key\":\"4584b6d206af\",\"_type\":\"span\",\"marks\":[],\"text\":\"Understanding how customers move through their lifecycle helps brands anticipate needs, remove friction, and deliver timely value. Journey mapping highlights critical moments–onboarding, feature adoption, renewal points–where proactive engagement can make the biggest difference. Braze Predictive Suite helps track moments and make predictions based on behavioral, real-time data, taking the guesswork out of who is more likely to stay or go.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"74b8b0a70d17\",\"_type\":\"richImage\",\"alt\":\"A dashboard card showing \\\"Excellent\\\" prediction quality for targeting users to reduce churn, with options to create segments or campaigns.\",\"asset\":{\"_ref\":\"image-a96f8d611d1859ac9cfd4d5b74e83f31c26674a5-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"39fa52b3e314\",\"_type\":\"block\",\"children\":[{\"_key\":\"e96d31731948\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Personalize experiences in real time to strengthen customer relationships\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"228ca90db505\",\"_type\":\"block\",\"children\":[{\"_key\":\"17d628c9cc9a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Using customer data to personalize messages, offers, and in-product experiences helps brands build deeper connections and drive loyalty. 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Win-back campaigns, feature adoption nudges, loyalty rewards, and abandoned intent reminders are all powerful tools for keeping engagement strong.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0e6e70f35754\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"f403ebe20456\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Download now\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/resources/reports-and-guides/braze-inspiration-guide\"}}],\"body\":[{\"_key\":\"2f1d872dd4ac\",\"_type\":\"block\",\"children\":[{\"_key\":\"98b7fa81e858\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Braze Inspiration Guide is here to help. This collection of 50 inspirational use cases—inspired by real campaigns carried out by Braze customers—can be easily customized to fit your unique needs and address your unique challenges.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"heading\":\"Need to find innovative ways to meet your business goals? \"},{\"_key\":\"ae9c142f40b9\",\"_type\":\"block\",\"children\":[{\"_key\":\"df9631d2d086\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Measure performance and optimize strategies based on real-time insights\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e91da49b45be\",\"_type\":\"block\",\"children\":[{\"_key\":\"6c962e73f902\",\"_type\":\"span\",\"marks\":[],\"text\":\"Continuous improvement is at the heart of effective retention management. Look for \"},{\"_key\":\"3ba0758058d9\",\"_type\":\"span\",\"marks\":[\"da97c6267734\"],\"text\":\"tools\"},{\"_key\":\"811534e4ac57\",\"_type\":\"span\",\"marks\":[],\"text\":\" that make it easier to test different messaging strategies, track performance in real time, and optimize campaigns based on customer behaviors and business outcomes. Analyzing engagement patterns, identifying churn signals, and experimenting with new approaches allows brands to adapt quickly and strengthen loyalty over time.\"}],\"markDefs\":[{\"_key\":\"da97c6267734\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/2025-braze-reporting-announcements\"}],\"style\":\"normal\"},{\"_key\":\"d171240615e1\",\"_type\":\"anchor\",\"anchorId\":\"examples\"},{\"_key\":\"79df075ea8d5\",\"_type\":\"block\",\"children\":[{\"_key\":\"c78761c8bb90\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Real-world customer retention management in action\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"3503db6252f4\",\"_type\":\"block\",\"children\":[{\"_key\":\"33f222206bea\",\"_type\":\"span\",\"marks\":[],\"text\":\"PureGym, Bloom \u0026 Wild, and Second Dinner each faced a different challenge, but all three used Braze to build smarter, faster retention strategies. From personalized content to real-time messaging, these brands turned customer engagement into long-term loyalty.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e674274919b8\",\"_type\":\"block\",\"children\":[{\"_key\":\"6b61fd3a14c9\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"PureGym powers loyalty with timely, targeted member communications\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1c5467a475bf\",\"_type\":\"block\",\"children\":[{\"_key\":\"d25bf084d233\",\"_type\":\"span\",\"marks\":[\"81f8bef3668b\"],\"text\":\"PureGym\"},{\"_key\":\"c66b07d686e2\",\"_type\":\"span\",\"marks\":[],\"text\":\", the UK's largest gym chain, needed a better way to keep its 1.1 million members informed about critical updates, like gym closures, refurbishments, and new staff announcements.\"}],\"markDefs\":[{\"_key\":\"81f8bef3668b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/puregym-case-study-braze-api\"}],\"style\":\"normal\"},{\"_key\":\"3464242f15bd\",\"_type\":\"block\",\"children\":[{\"_key\":\"36e97d0cdf04\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The problem\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"6bd3b2efda19\",\"_type\":\"block\",\"children\":[{\"_key\":\"fc14894f0712\",\"_type\":\"span\",\"marks\":[],\"text\":\"Manual email scheduling made it difficult for their Member Services team to deliver timely, personalized messages and missed notifications risked damaging the member experience and overall satisfaction.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0daf62856a75\",\"_type\":\"richImage\",\"alt\":\"Two browser windows display, on the left, an email creation interface for a \\\"Gym temporary closure\\\" message, and on the right, a preview of that \\\"Temporary Gym Closure\\\" email.\",\"asset\":{\"_ref\":\"image-70f4689a1543bd470f4fc2a270d2535204da5389-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"00274e766b33\",\"_type\":\"block\",\"children\":[{\"_key\":\"265ac5e2b5bb\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The strategy\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"85805199ff46\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6c2cc5c214e\",\"_type\":\"span\",\"marks\":[],\"text\":\"PureGym partnered with Braze and ConsultMyApp to build the Gym Communications Manager (GCM)—a centralized tool using \"},{\"_key\":\"3c93470457a8\",\"_type\":\"span\",\"marks\":[\"ec2c82bc0b27\"],\"text\":\"API-triggered campaigns\"},{\"_key\":\"8c4035902fe2\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"fa667c0a153d\",\"_type\":\"span\",\"marks\":[\"32ed3d4f850d\"],\"text\":\"dynamic segmentation\"},{\"_key\":\"f8757ce04b34\",\"_type\":\"span\",\"marks\":[],\"text\":\". With 20+ prebuilt templates, the Member Services team could easily tailor and send localized messages based on gym location, member activity, and demographics.\"}],\"markDefs\":[{\"_key\":\"ec2c82bc0b27\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/campaigns/building_campaigns/delivery_types/api_triggered_delivery\"},{\"_key\":\"32ed3d4f850d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/dynamic-segmentation\"}],\"style\":\"normal\"},{\"_key\":\"2265f902c4bc\",\"_type\":\"block\",\"children\":[{\"_key\":\"82c717eb64ea\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The results\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"8593b94917b9\",\"_type\":\"block\",\"children\":[{\"_key\":\"9bd6aa81331f\",\"_type\":\"span\",\"marks\":[],\"text\":\"PureGym strengthened its connection with local gym communities and enhanced the day-to-day experience for members. Campaigns powered by the Braze API and dynamic segmentation achieved a 55% open rate across 129,635 unique recipients, helping PureGym keep members engaged, informed, and more likely to maintain their memberships over time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f24256c0a8db\",\"_type\":\"block\",\"children\":[{\"_key\":\"c87b5330683c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Bloom \u0026 Wild boosts customer engagement with scalable, personalized email campaigns\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"ac903b9c4154\",\"_type\":\"block\",\"children\":[{\"_key\":\"62e6f2e90807\",\"_type\":\"span\",\"marks\":[\"0d98f98dc9a0\"],\"text\":\"Bloom \u0026 Wild\"},{\"_key\":\"57914fbffc58\",\"_type\":\"span\",\"marks\":[],\"text\":\", one of Europe’s leading online flower delivery services, needed a better way to deliver personalized email experiences across five different markets.\"}],\"markDefs\":[{\"_key\":\"0d98f98dc9a0\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/bloom-wild-content-blocks\"}],\"style\":\"normal\"},{\"_key\":\"e0e2d9f3e91b\",\"_type\":\"block\",\"children\":[{\"_key\":\"f724c44caf3c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The problem\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"3fa5fcff2ab9\",\"_type\":\"block\",\"children\":[{\"_key\":\"37f55dd75ea5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Their original system, building static image-based emails, was time-consuming, hard to update, and didn’t scale easily for different languages, links, or customer segments. Without the ability to easily tailor communications, Bloom \u0026 Wild risked missing opportunities to engage and retain customers more effectively.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1a420472accd\",\"_type\":\"richImage\",\"alt\":\"a phone with a bloom \u0026 wild email on it\",\"asset\":{\"_ref\":\"image-96884c4c4282f4334eec2f697daa0bfd3273bbb0-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"bdeee3222f30\",\"_type\":\"block\",\"children\":[{\"_key\":\"f4056b5bd372\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The strategy\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"f752169dbc46\",\"_type\":\"block\",\"children\":[{\"_key\":\"64a92c27a969\",\"_type\":\"span\",\"marks\":[],\"text\":\"To make personalization scalable, Bloom \u0026 Wild adopted \"},{\"_key\":\"5a7f793733be\",\"_type\":\"span\",\"marks\":[\"4ed71475cd57\"],\"text\":\"Braze Content Blocks\"},{\"_key\":\"230e0ec752a3\",\"_type\":\"span\",\"marks\":[],\"text\":\", creating flexible, reusable modules that allowed them to customize email content quickly without technical overhead. Their CRM team could swap in different headlines, images, and offers depending on audience, market, and device, without needing to rebuild campaigns from scratch. This modular approach made it faster to craft highly relevant, targeted messages that matched customer needs and preferences in real time.\"}],\"markDefs\":[{\"_key\":\"4ed71475cd57\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/email/drag_and_drop/dnd_content_blocks\"}],\"style\":\"normal\"},{\"_key\":\"52f41754f627\",\"_type\":\"block\",\"children\":[{\"_key\":\"d76a0ae2d211\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The results\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"e7072a8ccde9\",\"_type\":\"block\",\"children\":[{\"_key\":\"70d9609635d7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Bloom \u0026 Wild achieved an 85% reduction in campaign build time, allowing their team to focus more on crafting personalized, impactful communications. With faster iteration and better alignment between messaging and customer interests, they saw significant improvements in customer engagement, average order value and overall campaign performance, thereby strengthening long-term loyalty through smarter, more relevant outreach.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d71e63865f56\",\"_type\":\"block\",\"children\":[{\"_key\":\"e15908cbf7ad\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Second Dinner keeps players engaged with personalized, in-game content\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a2b3a82437da\",\"_type\":\"block\",\"children\":[{\"_key\":\"1d425010274c\",\"_type\":\"span\",\"marks\":[],\"text\":\"After the successful launch of MARVEL SNAP, \"},{\"_key\":\"0922869de6e8\",\"_type\":\"span\",\"marks\":[\"388280b696ac\"],\"text\":\"Second Dinner\"},{\"_key\":\"7a6272815b4f\",\"_type\":\"span\",\"marks\":[],\"text\":\" needed a strategy to maintain player engagement over the long term.\"}],\"markDefs\":[{\"_key\":\"388280b696ac\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/second-dinner-case-study\"}],\"style\":\"normal\"},{\"_key\":\"51c6f24ecdff\",\"_type\":\"block\",\"children\":[{\"_key\":\"81295d387869\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The problem\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"1dba73d4ca8c\",\"_type\":\"block\",\"children\":[{\"_key\":\"1c488449fd08\",\"_type\":\"span\",\"marks\":[],\"text\":\"Keeping players excited and invested meant delivering fresh, relevant updates, without interrupting gameplay or requiring heavy development resources. With no scalable solution, sustaining momentum and loyalty could have become a major challenge.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"69805e4399e8\",\"_type\":\"richImage\",\"alt\":\"a screenshot of a game called snap news\",\"asset\":{\"_ref\":\"image-f99d672edbf85025ab0a29fdbd0a6811322719de-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"e120845d0798\",\"_type\":\"block\",\"children\":[{\"_key\":\"26babf546e55\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The strategy\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"f0a670e0acbc\",\"_type\":\"block\",\"children\":[{\"_key\":\"1e99cea70790\",\"_type\":\"span\",\"marks\":[],\"text\":\"Second Dinner used Braze Content Cards to deliver personalized, non-intrusive messages within the game, highlighting news, events, fan art, and community content without disrupting play. The team could update messaging instantly, with no app releases or dev overhead. Paired with Braze Canvas, this setup supported responsive, behavior-based player journeys.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"24399800723c\",\"_type\":\"block\",\"children\":[{\"_key\":\"b7f40be63c28\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The results\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"32fed9a5004e\",\"_type\":\"block\",\"children\":[{\"_key\":\"5e486b076f17\",\"_type\":\"span\",\"marks\":[],\"text\":\"Second Dinner’s strategy delivered powerful retention results. 96% of players identified Content Cards as their first source of awareness for new campaigns, and Content Cards drove 86% of traffic to the campaign’s voting page. They boosted engagement, but also strengthened long-term player loyalty, reducing reliance on paid media and making the player community a central part of MARVEL SNAP’s ongoing success.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fc4197b40aa5\",\"_type\":\"anchor\",\"anchorId\":\"conclusion\"},{\"_key\":\"9edbc0cb3008\",\"_type\":\"block\",\"children\":[{\"_key\":\"9fa9dcff31e7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0017edf27a6a\",\"_type\":\"block\",\"children\":[{\"_key\":\"5c701c780089\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer retention management supports every part of the customer journey. It gives teams the tools and structure to act on insight, respond in real time and deliver value in ways that build trust and loyalty.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"199348df3dfe\",\"_type\":\"block\",\"children\":[{\"_key\":\"b9bd156f2f63\",\"_type\":\"span\",\"marks\":[],\"text\":\"When marketing, product, support and success work in sync, retention becomes a shared focus, embedded into daily operations and long-term strategy. The outcomes are positive and help brands to build a more resilient path to growth.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b9db862e50ef\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"37aed8005d16\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Download the guide now\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/resources/reports-and-guides/retention-in-action\"}}],\"body\":[{\"_key\":\"871d90c070ba\",\"_type\":\"block\",\"children\":[{\"_key\":\"e7e4eccde756\",\"_type\":\"span\",\"marks\":[],\"text\":\"With acquisition costs growing higher and more competitors vying for attention than ever before, companies need to keep customers coming back by establishing themselves as the brand of choice. But how?\"}],\"markDefs\":[],\"style\":\"normal\"}],\"heading\":\"$36\"},{\"_key\":\"e482b9704c7b\",\"_type\":\"anchor\",\"anchorId\":\"faqs\"},{\"_key\":\"e2963c7d89c5\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"c11380c6accc\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Connect with sales\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/get-started\"}}],\"heading\":\"Ready to grow? Talk to our sales team.\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/d0de1f71697b036203563276d23a388da469e819-1920x1080.png\",\"publishedDate\":\"2025-05-12T12:49:00.000Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-7e71d3b7822752b64b33dcc4a8a179eac5ad2eb4-1200x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Explore what customer retention management means, why it matters, and how to build a system that drives loyalty, reduces churn, and supports sustainable growth.\",\"pageTitle\":\"Customer Retention Management For Growth | Braze\",\"slug\":{\"_type\":\"slug\",\"current\":\"customer-retention-management\"}},\"title\":\"What is customer retention management? Tools, and tactics for sustainable growth\"},{\"_id\":\"55c197f0-9ecd-4eba-86d6-6b15f5f61cc1\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"250d0762aca0\",\"_type\":\"block\",\"children\":[{\"_key\":\"373c09c8687a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"A person’s inbox is a sacred place. It's a direct line of communication where brands can build meaningful connections and lasting trust—but it’s also crowded, competitive, and often overwhelming. To truly stand out, marketers need to understand and apply email campaign best practices.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"024bc52c4886\",\"_type\":\"block\",\"children\":[{\"_key\":\"4284eb8b74f20\",\"_type\":\"span\",\"marks\":[],\"text\":\"While email marketing might not be the newest tool, it's can be one of most valuable channels when done right. So, how do you make sure your emails break through the noise and resonate with subscribers? Let's explore exactly that.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1e0423ead126\",\"_type\":\"block\",\"children\":[{\"_key\":\"46768dad102a0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"In this article we’ll discover:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"aae3d480f6c0\",\"_type\":\"block\",\"children\":[{\"_key\":\"227d6f27f5570\",\"_type\":\"span\",\"marks\":[\"641366b8b34a\"],\"text\":\"What is email marketing?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"641366b8b34a\",\"_type\":\"link\",\"blank\":false,\"href\":\"#what\"}],\"style\":\"normal\"},{\"_key\":\"1bda5a818e11\",\"_type\":\"block\",\"children\":[{\"_key\":\"718538029f19\",\"_type\":\"span\",\"marks\":[\"55fcb57bbee9\"],\"text\":\"When to use email marketing\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"55fcb57bbee9\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/email-campaign-best-practices#when\"}],\"style\":\"normal\"},{\"_key\":\"69fda51b396b\",\"_type\":\"block\",\"children\":[{\"_key\":\"8e1e56781a9c\",\"_type\":\"span\",\"marks\":[\"7c15ee7ed297\"],\"text\":\"How to create an email strategy for conversions\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"7c15ee7ed297\",\"_type\":\"link\",\"blank\":false,\"href\":\"email-campaign-best-practices#how\"}],\"style\":\"normal\"},{\"_key\":\"ba69ceb12fe0\",\"_type\":\"block\",\"children\":[{\"_key\":\"f4b7e50f1f1c\",\"_type\":\"span\",\"marks\":[\"ec4832c16f5d\"],\"text\":\"Successful marketing campaigns with personalized email examples\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"ec4832c16f5d\",\"_type\":\"link\",\"blank\":false,\"href\":\"email-campaign-best-practices#examples\"}],\"style\":\"normal\"},{\"_key\":\"878b23521f85\",\"_type\":\"block\",\"children\":[{\"_key\":\"aa9503c3af8e\",\"_type\":\"span\",\"marks\":[\"fef9f6872242\"],\"text\":\"Effective email marketing tips\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"fef9f6872242\",\"_type\":\"link\",\"blank\":false,\"href\":\"email-campaign-best-practices#tips\"}],\"style\":\"normal\"},{\"_key\":\"dc4674edf2cf\",\"_type\":\"block\",\"children\":[{\"_key\":\"6e95ce14db08\",\"_type\":\"span\",\"marks\":[\"2df589103994\"],\"text\":\"How to apply cross-channel marketing email best practices\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"2df589103994\",\"_type\":\"link\",\"blank\":false,\"href\":\"email-campaign-best-practices#apply\"}],\"style\":\"normal\"},{\"_key\":\"9f55ff03f13b\",\"_type\":\"block\",\"children\":[{\"_key\":\"f33483b8a274\",\"_type\":\"span\",\"marks\":[\"a0c03245038f\"],\"text\":\"Measuring success: Key metrics to track\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"a0c03245038f\",\"_type\":\"link\",\"blank\":false,\"href\":\"email-campaign-best-practices#metrics\"}],\"style\":\"normal\"},{\"_key\":\"6f87ecfeb490\",\"_type\":\"block\",\"children\":[{\"_key\":\"a43253c033a6\",\"_type\":\"span\",\"marks\":[\"a97822c638b4\"],\"text\":\"Email marketing FAQs\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"a97822c638b4\",\"_type\":\"link\",\"blank\":false,\"href\":\"email-campaign-best-practices#faqs\"}],\"style\":\"normal\"},{\"_key\":\"4cea7ce84df4\",\"_type\":\"block\",\"children\":[{\"_key\":\"39d8e5edae8d\",\"_type\":\"span\",\"marks\":[\"a09f04b45549\"],\"text\":\"Final thoughts\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"a09f04b45549\",\"_type\":\"link\",\"blank\":false,\"href\":\"email-campaign-best-practices#conclusion\"}],\"style\":\"normal\"},{\"_key\":\"aba08e6266a7\",\"_type\":\"anchor\",\"anchorId\":\"what\"},{\"_key\":\"3659c2bab14d\",\"_type\":\"block\",\"children\":[{\"_key\":\"53009eb855610\",\"_type\":\"span\",\"marks\":[],\"text\":\"What is email marketing?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"3cbedfe5833f\",\"_type\":\"block\",\"children\":[{\"_key\":\"413f0bfd60240\",\"_type\":\"span\",\"marks\":[\"c2b30254c712\"],\"text\":\"Email marketing\"},{\"_key\":\"413f0bfd60241\",\"_type\":\"span\",\"marks\":[],\"text\":\" is a powerful digital marketing strategy where businesses communicate directly with current and potential customers via email. It involves sending messages to your audience in a way that nurtures the relationship, drives engagement, increases sales, or encourages customer loyalty.\"}],\"markDefs\":[{\"_key\":\"c2b30254c712\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/email\"}],\"style\":\"normal\"},{\"_key\":\"950d9b3fec31\",\"_type\":\"block\",\"children\":[{\"_key\":\"a9042f1cf2700\",\"_type\":\"span\",\"marks\":[],\"text\":\"Effective email marketing campaigns can range from promotional emails highlighting new products and discounts, to informational newsletters designed to educate or provide value to subscribers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ea47e54b7473\",\"_type\":\"block\",\"children\":[{\"_key\":\"5c3471ea60b90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Unlike social media or paid advertising, email marketing offers a more direct line of communication with audiences who have explicitly expressed interest by subscribing. It offers the chance for brands to deliver personalized, targeted content directly to an individual's inbox, and can result in \"},{\"_key\":\"5c3471ea60b91\",\"_type\":\"span\",\"marks\":[\"15d75e331025\"],\"text\":\"higher ROI\"},{\"_key\":\"5c3471ea60b92\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"15d75e331025\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/why-email-marketing-is-important-for-your-cross-channel-strategy\"}],\"style\":\"normal\"},{\"_key\":\"054a81f96dfd\",\"_type\":\"block\",\"children\":[{\"_key\":\"361708727b610\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email marketing also plays a vital role in customer retention, as it keeps the conversation going beyond the initial purchase. Through consistent communication, trust can be built, encouraging repeat business, loyalty, and advocacy.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7cf8a731bfc6\",\"_type\":\"anchor\",\"anchorId\":\"when\"},{\"_key\":\"8ae7b8a4ad89\",\"_type\":\"block\",\"children\":[{\"_key\":\"c2a499b0df440\",\"_type\":\"span\",\"marks\":[],\"text\":\"When to use email marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0da8d7ae1e49\",\"_type\":\"block\",\"children\":[{\"_key\":\"d103509ae8ce0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email marketing is ideal for situations where you have a clear, direct message to deliver to a targeted audience who have already expressed interest in your brand, products, or services. There are different types of email you can utilize and here are some scenarios where email is particularly effective:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"861b322e022f\",\"_type\":\"block\",\"children\":[{\"_key\":\"30fa2b05fca40\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Building customer relationships\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7f7128cfd778\",\"_type\":\"block\",\"children\":[{\"_key\":\"c0946d038bce0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use marketing emails to nurture existing customers or subscribers by regularly offering valuable content. This might include newsletters, educational content, or company updates that keep your audience informed and engaged.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"56a874860c2c\",\"_type\":\"block\",\"children\":[{\"_key\":\"6bf17afa6fc40\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Promoting products and offers\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"ac9a26b28998\",\"_type\":\"block\",\"children\":[{\"_key\":\"0d4d64b06d5f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Emails are great for announcing new products, special offers, seasonal sales, or limited-time discounts. This can drive traffic, increase sales, and boost conversion rates.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"355714325e52\",\"_type\":\"block\",\"children\":[{\"_key\":\"b8258081fda80\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Onboarding and customer education\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"409845b44fb5\",\"_type\":\"block\",\"children\":[{\"_key\":\"ed7b3073fda60\",\"_type\":\"span\",\"marks\":[],\"text\":\"When someone subscribes or makes their first purchase, email is often ideal for onboarding campaigns, guiding users through initial experiences, and helping them get maximum value from your offerings.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2003c3eb0380\",\"_type\":\"block\",\"children\":[{\"_key\":\"6473af21e0130\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Re-engagement campaigns\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"14133d375efb\",\"_type\":\"block\",\"children\":[{\"_key\":\"810c67763cf60\",\"_type\":\"span\",\"marks\":[],\"text\":\"If subscribers have become less active or haven’t interacted recently, targeted email campaigns can re-capture their interest, prompting renewed engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1f9802e10adc\",\"_type\":\"block\",\"children\":[{\"_key\":\"c5ac766ae0c40\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Customer retention and loyalty programs\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1c100a3e2d7c\",\"_type\":\"block\",\"children\":[{\"_key\":\"09cb06463fea0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email marketing helps maintain long-term customer loyalty through targeted communications, loyalty rewards, and personalized offers designed to encourage repeat business.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"169ce5bd1a1f\",\"_type\":\"block\",\"children\":[{\"_key\":\"89981c59fb770\",\"_type\":\"span\",\"marks\":[],\"text\":\"6. Feedback and surveys\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"53492b1e4c0e\",\"_type\":\"block\",\"children\":[{\"_key\":\"cbedb2f359260\",\"_type\":\"span\",\"marks\":[],\"text\":\"Using email to solicit customer feedback, reviews, or testimonials is great for improving your offering and showing customers their opinions matter.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d126464cc157\",\"_type\":\"block\",\"children\":[{\"_key\":\"cb1ac248e1080\",\"_type\":\"span\",\"marks\":[],\"text\":\"Whenever your goal is to build meaningful relationships, communicate directly, and drive measurable results, email marketing should be part of your strategy.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"deab063646c6\",\"_type\":\"anchor\",\"anchorId\":\"how\"},{\"_key\":\"658c5bb96b76\",\"_type\":\"block\",\"children\":[{\"_key\":\"2e1d9dcd44c80\",\"_type\":\"span\",\"marks\":[],\"text\":\"How to create an email strategy for conversions\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"922d872ff881\",\"_type\":\"block\",\"children\":[{\"_key\":\"d01178f3bb210\",\"_type\":\"span\",\"marks\":[],\"text\":\"Creating a successful email marketing strategy involves careful planning, clear objectives, and thoughtful execution. Here's a step-by-step approach:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"182727459118\",\"_type\":\"block\",\"children\":[{\"_key\":\"a0fdb4d53db40\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Set clear objectives\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"2203393c7118\",\"_type\":\"block\",\"children\":[{\"_key\":\"04d84cd478fd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Start by defining what you want your email marketing campaigns to achieve. Objectives might include increasing brand awareness, generating leads, boosting conversions, improving retention, or enhancing customer loyalty. Specific goals help you measure success and guide your decisions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a7dff62979f6\",\"_type\":\"block\",\"children\":[{\"_key\":\"03397e4ce10b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Identify your target audience\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"297391f5efb3\",\"_type\":\"block\",\"children\":[{\"_key\":\"10eb338bb1c40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Know precisely who your emails are for. Segment your audience by demographics, behaviors, preferences, or past interactions. Clarity helps your messaging to resonate and deliver genuine value to each segment.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6bb296e5a7c6\",\"_type\":\"block\",\"children\":[{\"_key\":\"a7bd252c96f30\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Choose the right email types\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"63275605e9aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"248bfd85aa860\",\"_type\":\"span\",\"marks\":[],\"text\":\"Not all emails are the same. Decide whether you'll use newsletters, promotional emails, automated drip campaigns, welcome emails, transactional emails, or a mix of these, based on your goals and audience preferences.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a21c480fd206\",\"_type\":\"block\",\"children\":[{\"_key\":\"c2938f0f23530\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Build creative, compelling emails\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"8d2600f90313\",\"_type\":\"block\",\"children\":[{\"_key\":\"f9f63b981d0b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Your \"},{\"_key\":\"f9f63b981d0b1\",\"_type\":\"span\",\"marks\":[\"741a63d110fd\"],\"text\":\"email content should be relevant\"},{\"_key\":\"f9f63b981d0b2\",\"_type\":\"span\",\"marks\":[],\"text\":\", valuable, and engaging. Pair the right kind of copy with visually appealing designs that align with your brand. With Braze \"},{\"_key\":\"f9f63b981d0b3\",\"_type\":\"span\",\"marks\":[\"feaa66a37678\"],\"text\":\"AI Copywriting Assistant\"},{\"_key\":\"f9f63b981d0b4\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"f9f63b981d0b5\",\"_type\":\"span\",\"marks\":[\"2cb758718e82\"],\"text\":\"Image Generator\"},{\"_key\":\"f9f63b981d0b6\",\"_type\":\"span\",\"marks\":[],\"text\":\", you can more easily keep your messaging clear, your calls to action (CTAs) strong, and experiment with different creative.\"}],\"markDefs\":[{\"_key\":\"741a63d110fd\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/email-must-knows-send-relevant-emails\"},{\"_key\":\"feaa66a37678\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/brazeai/generative_ai/ai_copywriting/#how-is-my-data-used-and-sent-to-openai\"},{\"_key\":\"2cb758718e82\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/templates_and_media/media_library\"}],\"style\":\"normal\"},{\"_key\":\"7d4498f58bfe\",\"_type\":\"richImage\",\"alt\":\"a purple background with a purple button that says generate\",\"asset\":{\"_ref\":\"image-f2febece839c66d03c0e55018cd6284605e91d03-2400x1256-png\",\"_type\":\"reference\"}},{\"_key\":\"a2b9c5723e0f\",\"_type\":\"block\",\"children\":[{\"_key\":\"d1bdf03e31ae0\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Plan for personalization\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"d0fc4bac08b8\",\"_type\":\"block\",\"children\":[{\"_key\":\"c81acdb322420\",\"_type\":\"span\",\"marks\":[],\"text\":\"Personalized emails significantly outperform generic ones. Beyond including the subscriber’s name, leverage customer data to deliver tailored offers, product recommendations, or content that directly speaks to individual needs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"af146e38101e\",\"_type\":\"block\",\"children\":[{\"_key\":\"e4575438828a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"6. Consider cross-channel\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"44522835da42\",\"_type\":\"block\",\"children\":[{\"_key\":\"bcb485e0adda0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Incorporating email into a cross-channel strategy is important for creating a relevant, consistent customer experience. By playing into each channel’s strengths, brands can better engage customers as they move through the lifecycle.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"00eabfa95619\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"2112a309877d\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Download the guide\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/resources/reports-and-guides/the-cross-channel-marketing-difference-report\"}}],\"body\":[{\"_key\":\"9cea99330407\",\"_type\":\"block\",\"children\":[{\"_key\":\"bf91f1edd92b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Learn how to build the right channel mix to hit your customer engagement goals—like driving up to 88.3X more purchases per user with a coordinated push, in-app message, email, and SMS strategy.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"heading\":\"Ready to go cross-channel?\"},{\"_key\":\"562ccec1714e\",\"_type\":\"block\",\"children\":[{\"_key\":\"64225ad822e70\",\"_type\":\"span\",\"marks\":[],\"text\":\"7. Measure, analyze, and refine\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"f4fec16c4ef5\",\"_type\":\"block\",\"children\":[{\"_key\":\"a775aed417cf0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Track key \"},{\"_key\":\"a775aed417cf1\",\"_type\":\"span\",\"marks\":[\"45bc6cd1fb6e\"],\"text\":\"performance metrics like unsubscribes\"},{\"_key\":\"a775aed417cf2\",\"_type\":\"span\",\"marks\":[],\"text\":\", open rates, click-through rates, and conversion rates. Continuously analyze performance, conduct A/B testing, and refine your strategy based on insights.\"}],\"markDefs\":[{\"_key\":\"45bc6cd1fb6e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/email-must-knows-preventing-unsubscribes\"}],\"style\":\"normal\"},{\"_key\":\"7b3c7ea2287c\",\"_type\":\"anchor\",\"anchorId\":\"examples\"},{\"_key\":\"516270a1ed88\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a22e4aca4bf0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Successful marketing campaigns with personalized email examples\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"4637f4a51287\",\"_type\":\"block\",\"children\":[{\"_key\":\"834a03d465590\",\"_type\":\"span\",\"marks\":[],\"text\":\"At Braze, we’ve helped clients create thousands of successful email campaigns. Below are three of our favorites.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9d9d01c95fd0\",\"_type\":\"block\",\"children\":[{\"_key\":\"490d23b0b7550\",\"_type\":\"span\",\"marks\":[],\"text\":\"Canva draws a picture-perfect boost in engagement\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"aac9ea66598f\",\"_type\":\"richImage\",\"alt\":\"a screen shot of an email that says social distancing isn 't the end of socializing\",\"asset\":{\"_ref\":\"image-b2949d9eb2664ff25f2043124c27fb19231b83b8-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"c42601901bf1\",\"_type\":\"block\",\"children\":[{\"_key\":\"78ac127172c30\",\"_type\":\"span\",\"marks\":[\"b96a4913a166\"],\"text\":\"Canva\"},{\"_key\":\"78ac127172c31\",\"_type\":\"span\",\"marks\":[],\"text\":\", the global, online graphic design platform helps users to create stunning graphics, presentations, and marketing materials effortlessly. They create messaging in 20 different languages, so being able to communicate quickly, at scale, was always a key focus.\"}],\"markDefs\":[{\"_key\":\"b96a4913a166\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/canva-case-study\"}],\"style\":\"normal\"},{\"_key\":\"b27a215ac41f\",\"_type\":\"block\",\"children\":[{\"_key\":\"69cd2171cfc20\",\"_type\":\"span\",\"marks\":[],\"text\":\"The goal\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"c33f91c9a8bf\",\"_type\":\"block\",\"children\":[{\"_key\":\"a29079cdc6640\",\"_type\":\"span\",\"marks\":[],\"text\":\"During 2020, Canva needed to reach millions of people across the world, with helpful, relevant, timely and engaging content. They zeroed in on increasing email sends while maintaining \"},{\"_key\":\"a29079cdc6641\",\"_type\":\"span\",\"marks\":[\"c6a1af89d504\"],\"text\":\"deliverability\"},{\"_key\":\"a29079cdc6642\",\"_type\":\"span\",\"marks\":[],\"text\":\", and saving time with a new localization strategy.\"}],\"markDefs\":[{\"_key\":\"c6a1af89d504\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/emails-on-email-customer-engagement\"}],\"style\":\"normal\"},{\"_key\":\"fbb06da8d975\",\"_type\":\"block\",\"children\":[{\"_key\":\"a863442a8ff30\",\"_type\":\"span\",\"marks\":[],\"text\":\"The solution\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"4192700f29bd\",\"_type\":\"block\",\"children\":[{\"_key\":\"8ee14ebc5ffd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Canva used an advanced \"},{\"_key\":\"8ee14ebc5ffd1\",\"_type\":\"span\",\"marks\":[\"d3dc35fb0098\"],\"text\":\"IP warm up\"},{\"_key\":\"8ee14ebc5ffd2\",\"_type\":\"span\",\"marks\":[],\"text\":\" strategy that allowed them to safely and effectively grow email sends from 30 million to 50 million a week. They wanted to maintain their enviable 99% email deliverability, so they cleverly only increased a certain percent each day using a \"},{\"_key\":\"8ee14ebc5ffd3\",\"_type\":\"span\",\"marks\":[\"6fd3c89ad78c\"],\"text\":\"random bucket strategy\"},{\"_key\":\"8ee14ebc5ffd4\",\"_type\":\"span\",\"marks\":[],\"text\":\". They sent email campaigns that had previously been successful, such as top ten trending content, and launched them in leading markets with mini warm ups each week.\"}],\"markDefs\":[{\"_key\":\"d3dc35fb0098\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/email-must-knows-ip-warming\"},{\"_key\":\"6fd3c89ad78c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/campaigns/ideas_and_strategies/ab_testing_with_random_buckets/#ab-testing-with-random-buckets\"}],\"style\":\"normal\"},{\"_key\":\"192320afad95\",\"_type\":\"block\",\"children\":[{\"_key\":\"3b885a155ae40\",\"_type\":\"span\",\"marks\":[],\"text\":\"The results\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"6d4bee4a8b78\",\"_type\":\"block\",\"children\":[{\"_key\":\"f76dfe8d0c7c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Canva’s success maintained 99% email deliverability when doubling down on email volumes, all while increasing open rates by 33%. Platform engagement rate also went up by 2.5%.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"24a258e1012c\",\"_type\":\"richImage\",\"alt\":\"an orange background with the words by the metrics on it\",\"asset\":{\"_ref\":\"image-96b0ad749216fe31df55842014c2a0e6e16e0527-2400x880-png\",\"_type\":\"reference\"}},{\"_key\":\"664f360315ce\",\"_type\":\"block\",\"children\":[{\"_key\":\"f0368211d3030\",\"_type\":\"span\",\"marks\":[],\"text\":\"PureGym pumps up open rates with a workout in email marketing\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"aa70e4e4acca\",\"_type\":\"block\",\"children\":[{\"_key\":\"ee5983ea84ee0\",\"_type\":\"span\",\"marks\":[\"5c9d0cd8721f\"],\"text\":\"PureGym\"},{\"_key\":\"ee5983ea84ee1\",\"_type\":\"span\",\"marks\":[],\"text\":\" is the UK's largest gym chain, offering flexible, affordable memberships across numerous locations.\"}],\"markDefs\":[{\"_key\":\"5c9d0cd8721f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/puregym-case-study-braze-api\"}],\"style\":\"normal\"},{\"_key\":\"5a659c3dac11\",\"_type\":\"block\",\"children\":[{\"_key\":\"feeb41942f530\",\"_type\":\"span\",\"marks\":[],\"text\":\"The goal\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"345d9b34ce1a\",\"_type\":\"block\",\"children\":[{\"_key\":\"9714f04c66760\",\"_type\":\"span\",\"marks\":[],\"text\":\"PureGym sought to enhance member communication by delivering timely, relevant updates about gym services and events, such as closures and improvements, for a better overall member experience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9c65aa656a92\",\"_type\":\"richImage\",\"alt\":\"a temporary gym closure email is displayed on a pink background\",\"asset\":{\"_ref\":\"image-6ae00fc0e11436cf643be2c37252b9074283cc5d-2400x1600-png\",\"_type\":\"reference\"}},{\"_key\":\"1151df46be9e\",\"_type\":\"block\",\"children\":[{\"_key\":\"8a3e515e3fab0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The solution\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"0506132feda2\",\"_type\":\"block\",\"children\":[{\"_key\":\"7fa0b352d7970\",\"_type\":\"span\",\"marks\":[],\"text\":\"Collaborating with Braze and ConsultMyApp, PureGym developed the Gym Communications Manager (GCM), integrating to \"},{\"_key\":\"7fa0b352d7971\",\"_type\":\"span\",\"marks\":[\"ec67e325a0fe\"],\"text\":\"Braze via API\"},{\"_key\":\"7fa0b352d7972\",\"_type\":\"span\",\"marks\":[],\"text\":\" to send targeted, location-specific emails. This system allowed for \"},{\"_key\":\"7fa0b352d7973\",\"_type\":\"span\",\"marks\":[\"8f8870d82488\"],\"text\":\"dynamic segmentation\"},{\"_key\":\"7fa0b352d7974\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"7fa0b352d7975\",\"_type\":\"span\",\"marks\":[\"59e511472c69\"],\"text\":\"automated messaging\"},{\"_key\":\"7fa0b352d7976\",\"_type\":\"span\",\"marks\":[],\"text\":\", to give members important information promptly.\"}],\"markDefs\":[{\"_key\":\"ec67e325a0fe\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/api/basics\"},{\"_key\":\"8f8870d82488\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/dynamic-segmentation\"},{\"_key\":\"59e511472c69\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/easy-email-automation\"}],\"style\":\"normal\"},{\"_key\":\"3c7d8dddfd9f\",\"_type\":\"richImage\",\"alt\":\"the results of puregym 's engagement strategy are shown on a pink background\",\"asset\":{\"_ref\":\"image-2a7ce8a31ecb90e385330ada5b1e680241cf6938-2400x880-png\",\"_type\":\"reference\"}},{\"_key\":\"438e17761482\",\"_type\":\"block\",\"children\":[{\"_key\":\"db69bb90a8c80\",\"_type\":\"span\",\"marks\":[],\"text\":\"The results\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"c8d2c2f0e587\",\"_type\":\"block\",\"children\":[{\"_key\":\"c261ca7a8ccb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The initiative achieved a 55% email open rate among 129,635 unique recipients, indicating high engagement with the tailored communications.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3b16c7498321\",\"_type\":\"block\",\"children\":[{\"_key\":\"3468d24558b70\",\"_type\":\"span\",\"marks\":[],\"text\":\"DraftKings' winning streak through betting on better emails\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"85b08310e9fd\",\"_type\":\"block\",\"children\":[{\"_key\":\"4dfb646e23550\",\"_type\":\"span\",\"marks\":[\"1e54b910b678\"],\"text\":\"DraftKings\"},{\"_key\":\"4dfb646e23551\",\"_type\":\"span\",\"marks\":[],\"text\":\" is a premier digital sports entertainment and gaming company, offering daily fantasy sports, sports betting, and online casino gaming.\"}],\"markDefs\":[{\"_key\":\"1e54b910b678\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/draftkings-case-study\"}],\"style\":\"normal\"},{\"_key\":\"2ac91e4fea27\",\"_type\":\"block\",\"children\":[{\"_key\":\"15f84e30f81b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The goal\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"3880834f675c\",\"_type\":\"block\",\"children\":[{\"_key\":\"891873f0f8d10\",\"_type\":\"span\",\"marks\":[],\"text\":\"DraftKings aimed to enhance user engagement by optimizing email templates for better display across devices, including dark mode and mobile responsiveness, while streamlining the email creation process to save time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dc87b94c6b27\",\"_type\":\"richImage\",\"alt\":\"an old version and a new version of an nfl same game parlay offer\",\"asset\":{\"_ref\":\"image-e2240750d2616f19874caf743b0cbdef6554aedc-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"19c734f7cc9b\",\"_type\":\"block\",\"children\":[{\"_key\":\"407bf5dfb45f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The solution\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"8742f2c30e8c\",\"_type\":\"block\",\"children\":[{\"_key\":\"dd43ec340f3e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Partnering with \"},{\"_key\":\"dd43ec340f3e1\",\"_type\":\"span\",\"marks\":[\"e894c31a3f34\"],\"text\":\"Braze Email Creative Services\"},{\"_key\":\"dd43ec340f3e2\",\"_type\":\"span\",\"marks\":[],\"text\":\", DraftKings revamped their email templates to focus on visual and functional improvements for better display across devices and in dark mode. With a dedicated \"},{\"_key\":\"dd43ec340f3e3\",\"_type\":\"span\",\"marks\":[\"a4898f69cfdc\"],\"text\":\"Braze project manager\"},{\"_key\":\"dd43ec340f3e4\",\"_type\":\"span\",\"marks\":[],\"text\":\", they were also able to streamline the email creation workflow, reducing the need for external HTML contractors.\"}],\"markDefs\":[{\"_key\":\"e894c31a3f34\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/email-creative-services-drag-and-drop-templates\"},{\"_key\":\"a4898f69cfdc\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/uplevel-your-email-program-with-braze-email-creative-services\"}],\"style\":\"normal\"},{\"_key\":\"a5648d217c7e\",\"_type\":\"block\",\"children\":[{\"_key\":\"f41db3dca2f20\",\"_type\":\"span\",\"marks\":[],\"text\":\"The results\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"1c6570e136a8\",\"_type\":\"block\",\"children\":[{\"_key\":\"b7afcbe6f6b90\",\"_type\":\"span\",\"marks\":[],\"text\":\"The updated templates received positive feedback, with DraftKings anticipating improvements in user engagement metrics and operational efficiency, including saving 4 to 5 hours per week per campaign creator.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3ba5a531885d\",\"_type\":\"richImage\",\"alt\":\"a purple background with the words 4 to 5 hours saved per week per campaign creator\",\"asset\":{\"_ref\":\"image-fb9a316e2fd66de2bfded71f89115f1212d5e707-2400x880-png\",\"_type\":\"reference\"}},{\"_key\":\"ad899f33f875\",\"_type\":\"anchor\",\"anchorId\":\"tips\"},{\"_key\":\"d0fec277a655\",\"_type\":\"block\",\"children\":[{\"_key\":\"9d0e433ab42e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Effective email marketing tips\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"3c98929379c4\",\"_type\":\"block\",\"children\":[{\"_key\":\"af6827b988980\",\"_type\":\"span\",\"marks\":[],\"text\":\"Following best practices can help email marketers boost their campaign performance and achieve stronger results. Here's what to be aware of:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"390e6b53390f\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a24155b7eb60\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Segmentation strategies\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"9efcb6c61322\",\"_type\":\"block\",\"children\":[{\"_key\":\"a83ae82a8fc30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Segmentation is what enables you to deliver relevant messages to the right audiences. You can segment your subscriber list based on demographics, engagement levels, past purchases, preferences, and more. A more tailored message resonates more deeply, and increases opens, clicks, and conversions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"88615bd0a327\",\"_type\":\"richImage\",\"alt\":\"a diagram showing the stages of data activation and continuous insight and feedback\",\"asset\":{\"_ref\":\"image-e5e247474e2db5148eb662d9d1bf4743967ce66a-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"65e8fd8c1307\",\"_type\":\"block\",\"children\":[{\"_key\":\"5b5cb06a56e50\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Personalization techniques\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"927af4092c02\",\"_type\":\"block\",\"children\":[{\"_key\":\"0c4e8174ecb70\",\"_type\":\"span\",\"marks\":[],\"text\":\"Go beyond basic name personalization and use behavioral and preference data to customize content, recommendations, and special offers. Personalization makes your subscribers feel valued and helps increase their connection to your brand.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"81d4395499dc\",\"_type\":\"block\",\"children\":[{\"_key\":\"2e185c7bdd050\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. A/B testing and optimization\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"cfd904770769\",\"_type\":\"block\",\"children\":[{\"_key\":\"1a6c7cdfc07a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Regularly test your email elements like subject lines, send times, content layouts, landing pages, images, and calls-to-action. A/B testing helps identify what works best for your audience, allowing you to continually optimize for stronger engagement and results.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2ade6e3a759a\",\"_type\":\"block\",\"children\":[{\"_key\":\"929af9289c540\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Produce appealing subject lines and preview text\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"2a794dbab1e8\",\"_type\":\"block\",\"children\":[{\"_key\":\"fa98dcbd5e620\",\"_type\":\"span\",\"marks\":[],\"text\":\"Subject lines and preview text are your first impression. Write concise, intriguing, and benefit-driven copy to compel your subscribers to open your email. Keep subject lines clear, avoid spam triggers, and deliver preview text that enhances your email's appeal.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d723beeb3dad\",\"_type\":\"block\",\"children\":[{\"_key\":\"e36e877806ee0\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Mobile-first design\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"5ceedbb05f1d\",\"_type\":\"block\",\"children\":[{\"_key\":\"7bdeeb96f90d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"With most emails opened on mobile devices, adopting a responsive, mobile-first design is essential. Your emails should look great, load quickly, and function seamlessly on smartphones and tablets to avoid frustrating your audience and losing potential conversions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2fb9f20ede2a\",\"_type\":\"block\",\"children\":[{\"_key\":\"3610eaefedca0\",\"_type\":\"span\",\"marks\":[],\"text\":\"6. Clear and actionable CTAs\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1479e9bf0be4\",\"_type\":\"block\",\"children\":[{\"_key\":\"e5db01b5d0940\",\"_type\":\"span\",\"marks\":[],\"text\":\"Every email should include a clear, actionable, and visually appealing call-to-action (CTA). Use concise language that clearly conveys the next step. Position your CTA prominently, making it easy for subscribers to engage.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fbe86631cbf1\",\"_type\":\"block\",\"children\":[{\"_key\":\"973867d4ba110\",\"_type\":\"span\",\"marks\":[],\"text\":\"7. Maintain brand consistency\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"70ac8ba9a243\",\"_type\":\"block\",\"children\":[{\"_key\":\"2560b5dab0460\",\"_type\":\"span\",\"marks\":[],\"text\":\"Your emails should reflect your brand’s visual identity, voice, and overall messaging. Consistency strengthens brand recognition and helps build trust and familiarity, reinforcing your relationship with your subscribers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"25947f73e959\",\"_type\":\"block\",\"children\":[{\"_key\":\"179bb1a2d81b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"8. Build a cross-channel approach\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"fee1dabdb506\",\"_type\":\"block\",\"children\":[{\"_key\":\"b94dda2bf22d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"While email is an important channel to communicate with your customers, it’s not the only channel—and it might not be the best channel for the message, either. Create a strategy that uses each channel to the best of its ability and leads to a seamless, valuable customer experience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4e6d44f91abb\",\"_type\":\"anchor\",\"anchorId\":\"apply\"},{\"_key\":\"9d9fd9f3d3b5\",\"_type\":\"block\",\"children\":[{\"_key\":\"2eb81665d54f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How to apply cross-channel marketing email best practices\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"a2e1e17a7c82\",\"_type\":\"block\",\"children\":[{\"_key\":\"6dfa011090190\",\"_type\":\"span\",\"marks\":[],\"text\":\"To apply these best practices effectively across email marketing campaigns, you need to lay the right foundations and build in support. These are the areas to look at and how using Braze can create the right environment for a winning approach.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"30ad9e430880\",\"_type\":\"block\",\"children\":[{\"_key\":\"9de7038b1d680\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Preparation\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7421fb9932d5\",\"_type\":\"block\",\"children\":[{\"_key\":\"975b3870040c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Effective preparation sets the foundation for successful email campaigns. Start by clearly defining your goals, whether that's increasing engagement, driving conversions, or building brand loyalty. Develop a content calendar, establish a clear workflow, and have resources and responsibilities clearly allocated.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0d266bf16df2\",\"_type\":\"block\",\"children\":[{\"_key\":\"e1109b7d47c90\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Use case:\"},{\"_key\":\"e1109b7d47c91\",\"_type\":\"span\",\"marks\":[],\"text\":\" A retail brand could use \"},{\"_key\":\"e1109b7d47c92\",\"_type\":\"span\",\"marks\":[\"eff6f4c8c130\"],\"text\":\"Braze Canvas\"},{\"_key\":\"e1109b7d47c93\",\"_type\":\"span\",\"marks\":[],\"text\":\" to plan automated welcome journeys, seasonal promotions, and cart abandonment reminders.\"}],\"markDefs\":[{\"_key\":\"eff6f4c8c130\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/canvas\"}],\"style\":\"normal\"},{\"_key\":\"c808d0087a72\",\"_type\":\"block\",\"children\":[{\"_key\":\"ac9e4dfc6be40\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Email best practices for list management\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"487d215361ef\",\"_type\":\"block\",\"children\":[{\"_key\":\"19ecfed4e9dc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Maintaining a healthy email list is critical. Regularly clean your lists to remove inactive or invalid addresses, reducing bounce rates and improving deliverability. Subscribers should always explicitly opt-in, and you need to offer clear unsubscribe options to maintain compliance and trust.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"45b607b22a20\",\"_type\":\"block\",\"children\":[{\"_key\":\"f04750e2ff540\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Use case:\"},{\"_key\":\"f04750e2ff541\",\"_type\":\"span\",\"marks\":[],\"text\":\" With regular \"},{\"_key\":\"f04750e2ff542\",\"_type\":\"span\",\"marks\":[\"b3ad474385d2\"],\"text\":\"list maintenance\"},{\"_key\":\"f04750e2ff543\",\"_type\":\"span\",\"marks\":[],\"text\":\", brands can reduce bounce rates and protecting sender reputation by targeting only real, engaged users.\"}],\"markDefs\":[{\"_key\":\"b3ad474385d2\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/deliverability-indicators-understanding-spam-traps-and-what-they-mean-for-customer-engagement\"}],\"style\":\"normal\"},{\"_key\":\"f6516d7aae6e\",\"_type\":\"block\",\"children\":[{\"_key\":\"542ef49b7cde0\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Design and content\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"eac1f22aa207\",\"_type\":\"block\",\"children\":[{\"_key\":\"81f8a0371e0d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Your emails must deliver clear, concise, and visually appealing content. Prioritize readability with short paragraphs, clear headings, and relevant images. Maintain brand consistency through colors, fonts, and overall style to reinforce recognition and trust.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"99849036a4eb\",\"_type\":\"block\",\"children\":[{\"_key\":\"d422b497f2470\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Use case:\"},{\"_key\":\"d422b497f2471\",\"_type\":\"span\",\"marks\":[],\"text\":\" Use the Braze platform’s \"},{\"_key\":\"d422b497f2472\",\"_type\":\"span\",\"marks\":[\"b91cd1cdd572\"],\"text\":\"drag-and-drop email editor\"},{\"_key\":\"d422b497f2473\",\"_type\":\"span\",\"marks\":[],\"text\":\" and HTML editor to design visually compelling, brand-consistent emails easily. For instance, a travel brand can build dynamic emails featuring personalized destination recommendations and real-time price updates (via \"},{\"_key\":\"d422b497f2474\",\"_type\":\"span\",\"marks\":[\"e1186cc3c848\"],\"text\":\"Braze Connected Content\"},{\"_key\":\"d422b497f2475\",\"_type\":\"span\",\"marks\":[],\"text\":\".)\"}],\"markDefs\":[{\"_key\":\"b91cd1cdd572\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/email/drag_and_drop\"},{\"_key\":\"e1186cc3c848\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/personalization_and_dynamic_content/connected_content\"}],\"style\":\"normal\"},{\"_key\":\"3e5fd22261e2\",\"_type\":\"richImage\",\"alt\":\"a screenshot of a website that says get 20 % off your favorites today only\",\"asset\":{\"_ref\":\"image-f3f29576deb0e5daa0d42c9594e7061f89a46348-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"64dff1d6e120\",\"_type\":\"block\",\"children\":[{\"_key\":\"c0ecf36ccbd30\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Keep an eye to deliverability\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"252f0c5424a7\",\"_type\":\"block\",\"children\":[{\"_key\":\"c08353dd82c10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Deliverability enables your emails to reach your subscribers' inboxes. Optimize your emails by following authentication protocols like SPF, DKIM, and DMARC. Avoid spam triggers, manage sending frequency responsibly, and regularly monitor \"},{\"_key\":\"c08353dd82c11\",\"_type\":\"span\",\"marks\":[\"bc4f7fa260d6\"],\"text\":\"performance metrics\"},{\"_key\":\"c08353dd82c12\",\"_type\":\"span\",\"marks\":[],\"text\":\" to quickly identify and address deliverability issues.\"}],\"markDefs\":[{\"_key\":\"bc4f7fa260d6\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/email-marketing-the-messaging-metrics-that-matter\"}],\"style\":\"normal\"},{\"_key\":\"4f3d0118f424\",\"_type\":\"block\",\"children\":[{\"_key\":\"a4b258bc32ce0\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"aad633bbac4e\",\"_type\":\"block\",\"children\":[{\"_key\":\"aff0a328450b0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Use case:\"},{\"_key\":\"aff0a328450b1\",\"_type\":\"span\",\"marks\":[],\"text\":\" With deliverability tools, such as \"},{\"_key\":\"aff0a328450b2\",\"_type\":\"span\",\"marks\":[\"c75b4d7c2d65\"],\"text\":\"IP warming and IP pools\"},{\"_key\":\"aff0a328450b3\",\"_type\":\"span\",\"marks\":[],\"text\":\", help optimize inbox placement. For example, Canva effectively used Braze’s IP warming strategies, safely increasing email sends from 30 million to 50 million weekly while preserving a 99% deliverability rate.\"}],\"markDefs\":[{\"_key\":\"c75b4d7c2d65\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/email-sending-ips-domains\"}],\"style\":\"normal\"},{\"_key\":\"d62371a46098\",\"_type\":\"block\",\"children\":[{\"_key\":\"791e30be249f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Channels\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"af8ca3274977\",\"_type\":\"block\",\"children\":[{\"_key\":\"8c37b9e34f290\",\"_type\":\"span\",\"marks\":[],\"text\":\"Integrate email into other marketing channels for a seamless customer experience. Choose the right mix of channels for each campaign to increase engagement and improve relevance.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8ae8ee82bccf\",\"_type\":\"block\",\"children\":[{\"_key\":\"21ac08dc45db0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Use case: \"},{\"_key\":\"21ac08dc45db1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Create unified experiences across email, push notifications, in-app messaging, SMS, and social media. For example, a fitness app could send an email promoting a workout program, and then send reminders via push notifications and how-to videos via in-app messages for those who join.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5150703b7118\",\"_type\":\"anchor\",\"anchorId\":\"metrics\"},{\"_key\":\"5e05b0da69a2\",\"_type\":\"block\",\"children\":[{\"_key\":\"dac96fb73a7b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Measuring success: Key metrics to track for email campaign optimization\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"4adfd79a44fb\",\"_type\":\"block\",\"children\":[{\"_key\":\"a2a235239f9d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tracking metrics is essential for evaluating your email campaigns and helps you to continuously improve your strategy. Here are some of the metrics you might want to consider tracking:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"735d3599e5c0\",\"_type\":\"block\",\"children\":[{\"_key\":\"fba4729115150\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Open rate\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0787f1ac59c3\",\"_type\":\"block\",\"children\":[{\"_key\":\"cee4e4dc6fa50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Open rate measures how many recipients open your emails, reflecting the effectiveness of your subject lines and preview text.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"13081b2adedb\",\"_type\":\"block\",\"children\":[{\"_key\":\"e4a0b43034970\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Click-through rate (CTR)\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"bd478aab776d\",\"_type\":\"block\",\"children\":[{\"_key\":\"0b0cd9d5f9470\",\"_type\":\"span\",\"marks\":[],\"text\":\"CTR indicates how many subscribers clicked on links within your emails. High CTR suggests your content and calls-to-action resonate well with your audience, helping you identify effective messaging and offers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7bf3d5edf01a\",\"_type\":\"richImage\",\"alt\":\"a purple and pink graph shows performance over time\",\"asset\":{\"_ref\":\"image-58d40588e2a1fa8cce093c38f523609056864032-2400x1400-png\",\"_type\":\"reference\"}},{\"_key\":\"821a8dcd4fa6\",\"_type\":\"block\",\"children\":[{\"_key\":\"810523c27ef80\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Conversion rate\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"9ad9cdf0eea2\",\"_type\":\"block\",\"children\":[{\"_key\":\"bc6bbc5e2f8d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Conversion rate measures the percentage of subscribers who complete a desired action, such as making a purchase or signing up for a webinar. This metric directly reflects your campaign’s impact on your business goals.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7591d34588b1\",\"_type\":\"block\",\"children\":[{\"_key\":\"f81ac71af0620\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Bounce rate\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"19aefd06732a\",\"_type\":\"block\",\"children\":[{\"_key\":\"d2b542f251db0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Bounce rate tracks emails that didn't reach recipients due to delivery issues. Keeping bounce rates low through good list hygiene and accurate targeting helps protect your sender reputation and maintain or improve deliverability.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"97390eabe3f7\",\"_type\":\"block\",\"children\":[{\"_key\":\"058367c82a060\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Unsubscribe rate\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"17b819ebe728\",\"_type\":\"block\",\"children\":[{\"_key\":\"1544159c18f80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Monitoring unsubscribe rates helps you understand audience dissatisfaction or fatigue. High unsubscribe rates indicate potential problems with email frequency, relevance, or content quality.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"35d209f7cdb0\",\"_type\":\"block\",\"children\":[{\"_key\":\"b3329843fb1a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"6. Spam complaint rate\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"9a525e344ddb\",\"_type\":\"block\",\"children\":[{\"_key\":\"125c1a24dd4c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Spam complaints negatively impact deliverability and sender reputation. Regularly tracking spam complaint rates helps you identify content or frequency issues and adjust quickly.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"95c4a138f2a1\",\"_type\":\"block\",\"children\":[{\"_key\":\"76783c6708050\",\"_type\":\"span\",\"marks\":[],\"text\":\"7. Overall ROI\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a2672ba833c6\",\"_type\":\"block\",\"children\":[{\"_key\":\"bf1726ee4dbb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tracking overall return on investment (ROI) ties email marketing activities to tangible business outcomes. Calculate ROI by comparing the revenue generated from campaigns against the total cost of your email marketing efforts.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6042a1e7157c\",\"_type\":\"anchor\",\"anchorId\":\"conclusion\"},{\"_key\":\"b78e41b00ea8\",\"_type\":\"block\",\"children\":[{\"_key\":\"44a08ac3a9300\",\"_type\":\"span\",\"marks\":[],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"fee73e275523\",\"_type\":\"block\",\"children\":[{\"_key\":\"15156d656ea10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Great email marketing is about creating meaningful moments that build real connections with your audience. By following these best practices—from strategic planning and targeted segmentation to thoughtful personalization and compliance—you can send emails that your subscribers genuinely enjoy receiving.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c706dffc480c\",\"_type\":\"block\",\"children\":[{\"_key\":\"f97dd1348e4e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The best email marketers stay curious. They test, adapt, and continuously learn from their audience, using insights to deliver even better experiences. With Braze, marketers have the flexibility and powerful tools needed to automate smartly, personalize authentically, and turn real-time insights into stronger campaigns.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"872ebe31e4b4\",\"_type\":\"anchor\",\"anchorId\":\"faqs\"},{\"_key\":\"a59374cccbee\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"618d01349263\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Connect with sales\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/get-started\"}}],\"heading\":\"Ready to grow? Talk to our sales team.\"},{\"_key\":\"accaae4be999\",\"_type\":\"block\",\"children\":[{\"_key\":\"58927c1890860\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"Forward-Looking Statements\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fdc46a4f6e7a\",\"_type\":\"block\",\"children\":[{\"_key\":\"4edfbd8578bf0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"$37\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/ae56929fd671016d1a6fca338c69991c80930533-3840x2160.png\",\"publishedDate\":\"2025-04-16T16:04:49.509Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-ae56929fd671016d1a6fca338c69991c80930533-3840x2160-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Unlock higher open rates and conversions—explore modern email tactics that cut through the noise and drive real engagement with your audience.\",\"pageTitle\":\"Email Campaign Best Practices: A Guide | Braze\",\"slug\":{\"_type\":\"slug\",\"current\":\"email-campaign-best-practices\"}},\"title\":\"Email campaign best practices: The ultimate guide to being a successful email marketer\"},{\"_id\":\"86ad2c65-3631-4549-8cc2-4333716fb92e\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"96cb8fdf2df6\",\"_type\":\"block\",\"children\":[{\"_key\":\"c6785d175162\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email remains one of the most effective ways to \"},{\"_key\":\"52f625735216\",\"_type\":\"span\",\"marks\":[\"1043ac283a46\"],\"text\":\"reach and engage customers\"},{\"_key\":\"0387659247fa\",\"_type\":\"span\",\"marks\":[],\"text\":\". 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It measures how many people viewed a message after it reached their inbox and is one of the most common indicators of email engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b2503d65654d\",\"_type\":\"block\",\"children\":[{\"_key\":\"7cb4d9eed4b2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Open rates are typically tracked using an invisible pixel embedded in each message, which loads when a subscriber opens the email. This gives marketers a simple way to understand how many subscribers are actively engaging with their campaigns.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a9446dc098e8\",\"_type\":\"block\",\"children\":[{\"_key\":\"a976771c80a6\",\"_type\":\"span\",\"marks\":[],\"text\":\"While open rate doesn’t reveal what recipients do after they open, it serves as the first signal of audience interest and campaign performance.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"655ba51db3cd\",\"_type\":\"anchor\",\"anchorId\":\"how\"},{\"_key\":\"5c5df6f8ca4a\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e3bd45ee520\",\"_type\":\"span\",\"marks\":[],\"text\":\"How are email open rates calculated?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"945288bebe71\",\"_type\":\"block\",\"children\":[{\"_key\":\"ecd7d866b7ce\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email open rate is calculated by dividing the number of unique opens by the number of emails delivered, then multiplying by 100 to get a percentage.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"76b8e094d21a\",\"_type\":\"richImage\",\"alt\":\"Formula for Open Rate: (Number of email opens / Number of emails delivered) = Open Rate.\",\"asset\":{\"_ref\":\"image-c51a0d613a1daf2369ee2937a8dc8d7051a89723-1200x600-jpg\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"f4c5d01c30e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"d18e2a1d2c63\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Formula: (Unique opens ÷ Delivered emails) × 100\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c09cf1244015\",\"_type\":\"block\",\"children\":[{\"_key\":\"920c92b87baf\",\"_type\":\"span\",\"marks\":[],\"text\":\"“Delivered emails” refers to the total number of messages that reached an inbox, excluding any that bounced due to an invalid email address or temporary delivery issue.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"306fe1b04b5c\",\"_type\":\"block\",\"children\":[{\"_key\":\"2753e3d32d97\",\"_type\":\"span\",\"marks\":[],\"text\":\"For example, if you send 10 emails and two bounce, the number of delivered emails is eight. If four of those are opened, your open rate is (4 ÷ 8) × 100 = 50%.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"09f8e8b38ada\",\"_type\":\"anchor\",\"anchorId\":\"measure\"},{\"_key\":\"25eb50b2d71c\",\"_type\":\"block\",\"children\":[{\"_key\":\"6414341c1430\",\"_type\":\"span\",\"marks\":[],\"text\":\"What does an open rate actually measure?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0e6a627cc477\",\"_type\":\"block\",\"children\":[{\"_key\":\"09ea3bffb846\",\"_type\":\"span\",\"marks\":[],\"text\":\"Open rate measures how many recipients opened an email after it was successfully delivered. It’s an indicator of initial engagement—showing whether the subject line, sender name, and timing were compelling enough to prompt an open.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dec48dd93f96\",\"_type\":\"block\",\"children\":[{\"_key\":\"086ce9712e95\",\"_type\":\"span\",\"marks\":[],\"text\":\"However, it’s important to understand what open rate doesn’t capture. It doesn’t show whether a recipient read the full message, clicked a link, or converted.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cb7f9252692b\",\"_type\":\"anchor\",\"anchorId\":\"why\"},{\"_key\":\"02ee7fe6cc5e\",\"_type\":\"block\",\"children\":[{\"_key\":\"ae2f7013b425\",\"_type\":\"span\",\"marks\":[],\"text\":\"Why open rates matter for email marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"aa002f938436\",\"_type\":\"block\",\"children\":[{\"_key\":\"6626759802d6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Open rates help marketers track audience engagement trends over time and understand how their \"},{\"_key\":\"4b51f18df23a\",\"_type\":\"span\",\"marks\":[\"560644b14f70\"],\"text\":\"email marketing campaigns\"},{\"_key\":\"7ed80dd323bb\",\"_type\":\"span\",\"marks\":[],\"text\":\" are performing in real conditions. Changes in this metric can reveal much more than whether a single campaign performed well—they highlight shifts in audience behavior, content relevance, and deliverability. It also helps teams understand how engagement trends are changing across their email subscriber base.\"}],\"markDefs\":[{\"_key\":\"560644b14f70\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/email-campaign-best-practices\"}],\"style\":\"normal\"},{\"_key\":\"ad92bc48e0ab\",\"_type\":\"block\",\"children\":[{\"_key\":\"f4f02d56f03b\",\"_type\":\"span\",\"marks\":[],\"text\":\"A sudden drop may indicate fatigue, blocking, or email content that’s no longer resonating. 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By watching how open rates evolve, marketers can spot issues early and guide optimization across subject lines, \"},{\"_key\":\"0d5bcf64a0cb\",\"_type\":\"span\",\"marks\":[\"274c30458cbb\"],\"text\":\"segmentation\"},{\"_key\":\"58201ab9b9c2\",\"_type\":\"span\",\"marks\":[],\"text\":\", and send strategy.\"}],\"markDefs\":[{\"_key\":\"274c30458cbb\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/guide-to-behavioral-segmentation\"}],\"style\":\"normal\"},{\"_key\":\"2af45913b56b\",\"_type\":\"block\",\"children\":[{\"_key\":\"86253211f75e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Open rates are an essential step toward successful email marketing.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"44959b045b78\",\"_type\":\"anchor\",\"anchorId\":\"good\"},{\"_key\":\"f1ff92374961\",\"_type\":\"block\",\"children\":[{\"_key\":\"db8f837b9993\",\"_type\":\"span\",\"marks\":[],\"text\":\"What is a good open rate for email?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"f5fff70c9bc1\",\"_type\":\"block\",\"children\":[{\"_key\":\"efdf5d7b4eb1\",\"_type\":\"span\",\"marks\":[],\"text\":\"There’s no single number that defines a “good” open rate, but most data puts the average email open rate between 30% and 40%—and recent email marketing benchmarks show an \"},{\"_key\":\"7a042aa0ec41\",\"_type\":\"span\",\"marks\":[\"07a72920c11f\"],\"text\":\"overall average of 35.9%\"},{\"_key\":\"0c08923f41f7\",\"_type\":\"span\",\"marks\":[],\"text\":\", with results varying by audience type and industry.\"}],\"markDefs\":[{\"_key\":\"07a72920c11f\",\"_type\":\"link\",\"href\":\"https://dma.org.uk/research/email-benchmarking-report-2025\"}],\"style\":\"normal\"},{\"_key\":\"72d66628f54d\",\"_type\":\"block\",\"children\":[{\"_key\":\"d157e5cdad21\",\"_type\":\"span\",\"marks\":[],\"text\":\"B2B vs. B2C email performance\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a5d28e5f7a85\",\"_type\":\"block\",\"children\":[{\"_key\":\"70a706138db6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Open rates differ slightly depending on who you’re reaching. According to the same \"},{\"_key\":\"7b48d7a6ca7c\",\"_type\":\"span\",\"marks\":[\"2d3d88dbdc5f\"],\"text\":\"2025 Email Benchmarking Report\"},{\"_key\":\"b592cfce991e\",\"_type\":\"span\",\"marks\":[],\"text\":\", B2B emails average around 37.4%, while B2C messages sit closer to 40%. Consumer audiences often engage more frequently with brands they’ve chosen to hear from, especially in sectors like retail and travel.\"}],\"markDefs\":[{\"_key\":\"2d3d88dbdc5f\",\"_type\":\"link\",\"href\":\"https://dma.org.uk/research/email-benchmarking-report-2025\"}],\"style\":\"normal\"},{\"_key\":\"990de6fb0540\",\"_type\":\"block\",\"children\":[{\"_key\":\"be4ff948674c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Average email open rate and industry benchmarks\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"28032a5bd387\",\"_type\":\"block\",\"children\":[{\"_key\":\"3c262a510f5c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Industry context matters. Some sectors naturally see higher engagement because messages are more relevant or time-sensitive, while others face tougher competition in crowded inboxes. These are the \"},{\"_key\":\"8dada3bc6f90\",\"_type\":\"span\",\"marks\":[\"98592e4644ac\"],\"text\":\"average email open rates across different industries\"},{\"_key\":\"6bf1cc796bd8\",\"_type\":\"span\",\"marks\":[],\"text\":\":\"}],\"markDefs\":[{\"_key\":\"98592e4644ac\",\"_type\":\"link\",\"href\":\"https://dma.org.uk/research/email-benchmarking-report-2025\"}],\"style\":\"normal\"},{\"_key\":\"8658312bb8f0\",\"_type\":\"richImage\",\"alt\":\"Bar chart showing percentages by industry: Finance 33.7%, Not-for-profit 34.9%, Utilities 52.4%, Publishing 32.9%, Retail 38.2%, Travel 32.8%, Other industries 36.3%.\",\"asset\":{\"_ref\":\"image-e026bf51d5b4415ec4a44c60f61b26e232bb45b6-1200x600-jpg\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"d8700cc20adc\",\"_type\":\"block\",\"children\":[{\"_key\":\"80973d3ab6f5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Comparing performance against your own historical data—rather than a broad average—will always give the clearest picture of progress.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0aab6945b59a\",\"_type\":\"block\",\"children\":[{\"_key\":\"9419a7168dbe\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email continues to deliver strong engagement results. 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Click-through rate (CTR) measures how many recipients click a link out of all deliveries, while click-to-open rate (CTOR) focuses on how many click after opening. Together, they give a more complete picture of engagement: open rate shows attention, CTR measures reach, and CTOR reflects how effectively the content drives action once opened.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ea5cbd6622f3\",\"_type\":\"anchor\",\"anchorId\":\"performance\"},{\"_key\":\"f810b337cc84\",\"_type\":\"block\",\"children\":[{\"_key\":\"8b1b5fba72d3\",\"_type\":\"span\",\"marks\":[],\"text\":\"What affects email open rate performance?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"2a224d2eb6c4\",\"_type\":\"block\",\"children\":[{\"_key\":\"becf73cd76f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Open rate might look like a straightforward metric, but the reality behind it is far more complex. From tracking limitations to shifting user privacy standards, several factors can distort how open rates are recorded—and how they should be interpreted.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e1766636d2d4\",\"_type\":\"block\",\"children\":[{\"_key\":\"35989a5fe330\",\"_type\":\"span\",\"marks\":[],\"text\":\"The limits of tracking accuracy\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3962b0b79c73\",\"_type\":\"block\",\"children\":[{\"_key\":\"921f84bf71ed\",\"_type\":\"span\",\"marks\":[],\"text\":\"An open is only recorded when the tracking pixel in an email loads successfully. If a user blocks images, reads in preview mode, or receives plain-text emails, that open isn’t captured. Many corporate systems and personal security tools now block or remove tracking pixels altogether, meaning even highly engaged subscribers might never register as “opens.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"69445c57641d\",\"_type\":\"block\",\"children\":[{\"_key\":\"c7b5ae51a5ce\",\"_type\":\"span\",\"marks\":[],\"text\":\"This creates a wide margin for error. Opens can be missed when tracking is blocked, or overcounted when privacy tools generate false opens through proxy servers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9732ee6d4591\",\"_type\":\"block\",\"children\":[{\"_key\":\"152c2216d7cf\",\"_type\":\"span\",\"marks\":[],\"text\":\"Privacy and policy changes\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7cedd79439f0\",\"_type\":\"block\",\"children\":[{\"_key\":\"3ca57de6c31b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Apple’s Mail Privacy Protection (MPP) dramatically changed how marketers read open rates. By routing emails through Apple’s servers, MPP obscures individual user data and can inflate open numbers artificially. This can make your open rates look healthy on the surface but it doesn’t reflect true engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3e197257446a\",\"_type\":\"block\",\"children\":[{\"_key\":\"ad08ba128cb9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Other mailbox providers are moving in similar directions, further blurring the line between real and reported opens. These changes protect users, but they make open rate data harder to rely on in isolation.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"73fefb88cd41\",\"_type\":\"block\",\"children\":[{\"_key\":\"6798a7ac7960\",\"_type\":\"span\",\"marks\":[],\"text\":\"Context and comparison\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e97831f9857f\",\"_type\":\"block\",\"children\":[{\"_key\":\"72a78169be1d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Because of these inconsistencies, open rate should be viewed as a directional indicator—not an absolute measure of success. Benchmarks can offer useful context, but they shouldn’t be treated as a rule.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"51aa1674c6f2\",\"_type\":\"block\",\"children\":[{\"_key\":\"080d40f0d2f9\",\"_type\":\"span\",\"marks\":[],\"text\":\"A “good” open rate for one brand may be unachievable for another, even within the same industry. Factors like audience size, send frequency, content type, and \"},{\"_key\":\"7a3992786731\",\"_type\":\"span\",\"marks\":[\"70a31e0f53e2\"],\"text\":\"deliverability\"},{\"_key\":\"171ce644a8d2\",\"_type\":\"span\",\"marks\":[],\"text\":\" all shift the numbers. Comparing against your own historical performance gives the clearest picture of how engagement is trending.\"}],\"markDefs\":[{\"_key\":\"70a31e0f53e2\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/email-subdomains\"}],\"style\":\"normal\"},{\"_key\":\"d9dba922bc07\",\"_type\":\"block\",\"children\":[{\"_key\":\"bb5868dc25d6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Why averages can mislead\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"049bdb2fa32a\",\"_type\":\"block\",\"children\":[{\"_key\":\"52dc00b91832\",\"_type\":\"span\",\"marks\":[],\"text\":\"Industry averages often mask the nuances behind each campaign. A small niche retailer with a loyal subscriber base may naturally outperform a large enterprise sending millions of promotional emails. Conversely, a high open rate might be inflated by MPP or bot activity, creating a false sense of success.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4cdf49fca8ec\",\"_type\":\"block\",\"children\":[{\"_key\":\"ed4bb25de462\",\"_type\":\"span\",\"marks\":[],\"text\":\"Rather than chasing a universal benchmark, it’s more effective to look at how your open rates move over time—and in relation to other metrics such as click-through rate (CTR), click-to-open rate (CTOR), and conversions. Together, these provide a more accurate view of audience engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"25acdd549b5d\",\"_type\":\"anchor\",\"anchorId\":\"improve\"},{\"_key\":\"f6cb85c2103a\",\"_type\":\"block\",\"children\":[{\"_key\":\"1da27ae457d5\",\"_type\":\"span\",\"marks\":[],\"text\":\"How to improve email open rates\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b67327a40dcd\",\"_type\":\"block\",\"children\":[{\"_key\":\"9db85da7d918\",\"_type\":\"span\",\"marks\":[],\"text\":\"Strong open rates come from a mix of strategy, consistency, and smart use of data. Every element—from the subject line to email content, to send time—plays a part in whether your message gets noticed.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"87f2bd2090ea\",\"_type\":\"block\",\"children\":[{\"_key\":\"17d2dc8bdedf\",\"_type\":\"span\",\"marks\":[],\"text\":\"The tactics below outline practical, evidence-based ways to increase open rates, improve engagement, and drive more successful email marketing results.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c8619b31d52d\",\"_type\":\"block\",\"children\":[{\"_key\":\"b867034e03e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"For brands using automation and AI, customer engagement platforms like Braze can take these improvements further by personalizing timing, content, and delivery at scale.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bea97927dbcf\",\"_type\":\"block\",\"children\":[{\"_key\":\"cb3bf20d75ed\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Write compelling subject lines and preview text\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"5ecc2317d0c5\",\"_type\":\"block\",\"children\":[{\"_key\":\"e4f0ff10ddca\",\"_type\":\"span\",\"marks\":[],\"text\":\"Aim for clear, specific benefits in 40-60 characters; avoid spammy words, using ALL CAPS, and excessive punctuation.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e25f4b332dc0\",\"_type\":\"block\",\"children\":[{\"_key\":\"7bc9aec8862a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use the preview text to complete the message, not repeat it—treat it like a second headline.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5d72ae9d99a6\",\"_type\":\"block\",\"children\":[{\"_key\":\"aaab89bad714\",\"_type\":\"span\",\"marks\":[],\"text\":\"Test curiosity vs. clarity, single-minded offers vs. informational updates, and include concrete numbers when relevant.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"19f8161cefd3\",\"_type\":\"block\",\"children\":[{\"_key\":\"bdbfbf8b0856\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Test sender names and addresses\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"83d306512f88\",\"_type\":\"block\",\"children\":[{\"_key\":\"a9c7ffc2fde2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Trial brand name vs. person + brand (e.g., “Jane at Company”) and keep the winning format consistent.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b8d281745850\",\"_type\":\"block\",\"children\":[{\"_key\":\"9807f0bb5332\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use a recognizable From address (not “no-reply”) and map replies to a monitored inbox.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"764c60443f32\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6d1ce95bc33\",\"_type\":\"span\",\"marks\":[],\"text\":\"Track performance by audience segment and lifecycle stage; different groups may respond to different sender styles.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d33723191a50\",\"_type\":\"block\",\"children\":[{\"_key\":\"fb47424eb4bc\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Optimize send time for your audience\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"aa0df1d1a7d6\",\"_type\":\"block\",\"children\":[{\"_key\":\"9d38cb173bb6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Start with historical engagement data by day and hour, then run controlled tests to learn when to send emails for each audience segment.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a9bb6d26c6f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"8552e3489939\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use \"},{\"_key\":\"56d653d5158b\",\"_type\":\"span\",\"marks\":[\"b3963d287e4b\"],\"text\":\"send-time optimization\"},{\"_key\":\"b891cbf9c741\",\"_type\":\"span\",\"marks\":[],\"text\":\" tools to individualize delivery windows at scale.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"b3963d287e4b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/ai-marketing-automation\"}],\"style\":\"normal\"},{\"_key\":\"5df64357adbc\",\"_type\":\"block\",\"children\":[{\"_key\":\"e2eeee804e38\",\"_type\":\"span\",\"marks\":[],\"text\":\"Revisit timing after major seasonality shifts or list growth spurts.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d52f5bf941a4\",\"_type\":\"block\",\"children\":[{\"_key\":\"d0ea6963e217\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Segment your list for more relevant content\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0498c064df04\",\"_type\":\"block\",\"children\":[{\"_key\":\"947539f39ceb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Build segments around email subscribers’ behavior (last purchase, last click), lifecycle (new, active, lapsing), and preference (topics, frequency).\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a0c3522b8247\",\"_type\":\"block\",\"children\":[{\"_key\":\"85a67898b3f8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tailor offers and messaging by segment so each group sees content that matches intent.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0d757a171172\",\"_type\":\"block\",\"children\":[{\"_key\":\"0b92fd4bd35b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Keep segments fresh with rolling windows (e.g., last 30/60/90 days of activity).\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"26b7c2f93471\",\"_type\":\"block\",\"children\":[{\"_key\":\"ac9024067b78\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Re-engage or remove inactive subscribers\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6a5a5f78cde2\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b56108e7fe7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Create a short win-back series with a clear value proposition, then a final “stay or go” message.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4b6552238ec4\",\"_type\":\"block\",\"children\":[{\"_key\":\"79330ff15d43\",\"_type\":\"span\",\"marks\":[],\"text\":\"Define inactivity (e.g., 0 opens/clicks in 90-180 days) and apply a sunset policy to protect deliverability.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ff495a27fd8e\",\"_type\":\"block\",\"children\":[{\"_key\":\"d537175f6ab6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Offer a frequency or topic downgrade before removing contacts.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"843725228ced\",\"_type\":\"block\",\"children\":[{\"_key\":\"9b9d3c5fa578\",\"_type\":\"span\",\"marks\":[],\"text\":\"6. Strengthen deliverability and sender reputation\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"28500be8ea5b\",\"_type\":\"block\",\"children\":[{\"_key\":\"2623e28b8b80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Authenticate your domain (SPF, DKIM, DMARC) and send from a verified email address associated with your brand.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1237c1a62b6e\",\"_type\":\"block\",\"children\":[{\"_key\":\"b275b020c101\",\"_type\":\"span\",\"marks\":[],\"text\":\"Warm new IPs/domains gradually; avoid sudden volume spikes.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e5ac54235f6e\",\"_type\":\"block\",\"children\":[{\"_key\":\"9ae935aa37cc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Monitor \"},{\"_key\":\"5e87b82d3562\",\"_type\":\"span\",\"marks\":[\"bffd1d977294\"],\"text\":\"hard bounces\"},{\"_key\":\"28de2a0bc0c0\",\"_type\":\"span\",\"marks\":[],\"text\":\", spam complaints, and blocklists; fix list sources that drive problems.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"bffd1d977294\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/hard-bounce-vs-soft-bounce\"}],\"style\":\"normal\"},{\"_key\":\"191c4c8a46fe\",\"_type\":\"block\",\"children\":[{\"_key\":\"fa521ea52e63\",\"_type\":\"span\",\"marks\":[],\"text\":\"7. Design emails for mobile users\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7f812496329e\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a087ed1da21\",\"_type\":\"span\",\"marks\":[],\"text\":\"Keep subject lines and preheaders scannable on small screens; front-load key info.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"55ebfe9ef22c\",\"_type\":\"block\",\"children\":[{\"_key\":\"c1c4989a21ed\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use a responsive template, tappable buttons, and concise copy; compress images.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d1c025de4f86\",\"_type\":\"block\",\"children\":[{\"_key\":\"85f58bfe20d3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Place the primary CTA high, repeat once for longer messages.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b679f1f1f14a\",\"_type\":\"block\",\"children\":[{\"_key\":\"67a1afcbec72\",\"_type\":\"span\",\"marks\":[],\"text\":\"8. Personalize messaging and dynamic content\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1775482bfd4a\",\"_type\":\"block\",\"children\":[{\"_key\":\"10219af6f236\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use \"},{\"_key\":\"e5cefc9ef23e\",\"_type\":\"span\",\"marks\":[\"22e7aedd2ff6\"],\"text\":\"first-party data\"},{\"_key\":\"29f48c786604\",\"_type\":\"span\",\"marks\":[],\"text\":\" (behavior, preferences, location) to tailor subject lines and modules.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"22e7aedd2ff6\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/first-party-data\"}],\"style\":\"normal\"},{\"_key\":\"55a3471c26bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"cdd7b8f5bde2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Swap in dynamic blocks—offers, recommendations, or content—based on recent activity.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ab160d6df75e\",\"_type\":\"block\",\"children\":[{\"_key\":\"f1c82bbdd8b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Start simple (category interest, last browse) and expand as data quality improves.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a8e974f673e3\",\"_type\":\"block\",\"children\":[{\"_key\":\"02bde0742f36\",\"_type\":\"span\",\"marks\":[],\"text\":\"9. A/B test and experiment continuously\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"18126b29503d\",\"_type\":\"block\",\"children\":[{\"_key\":\"f24aeb394b26\",\"_type\":\"span\",\"marks\":[],\"text\":\"Test one variable at a time (subject line, sender name, send time) and run to a clear stop.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9badb5b7d2dd\",\"_type\":\"block\",\"children\":[{\"_key\":\"cb216a1b302f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use statistically sound samples; don’t pick winners too early, especially with smaller lists.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d7582b05b9c7\",\"_type\":\"block\",\"children\":[{\"_key\":\"030b92fc3570\",\"_type\":\"span\",\"marks\":[],\"text\":\"Roll winners into your defaults, then iterate again on a regular cadence.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9054003b544b\",\"_type\":\"block\",\"children\":[{\"_key\":\"0a52654aafe5\",\"_type\":\"span\",\"marks\":[],\"text\":\"10. Track engagement beyond open rates\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"48271a058ac1\",\"_type\":\"block\",\"children\":[{\"_key\":\"8980809bbf4c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pair opens with CTR, CTOR, conversions, revenue per send, unsubscribe, and complaint rate.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8629ca493dd8\",\"_type\":\"block\",\"children\":[{\"_key\":\"0fa9a7069765\",\"_type\":\"span\",\"marks\":[],\"text\":\"Watch non-open rate trends to gauge reach in the era of privacy features.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a08d476d99e7\",\"_type\":\"block\",\"children\":[{\"_key\":\"6d25a99afdb8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Look at how different customer groups engage with your emails over time, not just how one send performs, to understand the bigger impact on retention and conversion.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c137497875b2\",\"_type\":\"anchor\",\"anchorId\":\"examples\"},{\"_key\":\"68f1e2af2c24\",\"_type\":\"block\",\"children\":[{\"_key\":\"f3df019ce68f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Real-world examples: How brands improve open rates with Braze\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"d142ecfed4ba\",\"_type\":\"block\",\"children\":[{\"_key\":\"2e12242aab66\",\"_type\":\"span\",\"marks\":[],\"text\":\"Across industries, brands use Braze to reach customers with timely, relevant, and personalized messages that drive stronger engagement. From fitness communities to travel platforms, these examples show how brands used Braze to improve open rates.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e8250cef63c8\",\"_type\":\"block\",\"children\":[{\"_key\":\"e1e9986fee58\",\"_type\":\"span\",\"marks\":[],\"text\":\"PureGym strengthens community connections through timely, targeted emails\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"2b88b2bcaa05\",\"_type\":\"block\",\"children\":[{\"_key\":\"8aaaa231f522\",\"_type\":\"span\",\"marks\":[],\"text\":\"With more than a million members and a strong sense of community, \"},{\"_key\":\"2aee99203f46\",\"_type\":\"span\",\"marks\":[\"ee437b2719d6\"],\"text\":\"PureGym\"},{\"_key\":\"726974fe725a\",\"_type\":\"span\",\"marks\":[],\"text\":\" needed a better way to keep people informed about local gym updates. Working with Braze and ConsultMyApp, the brand built an automated, data-driven email system that delivered the right messages at the right time—boosting engagement and satisfaction across its nationwide network.\"}],\"markDefs\":[{\"_key\":\"ee437b2719d6\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/puregym-case-study-braze-api\"}],\"style\":\"normal\"},{\"_key\":\"45551c6c1505\",\"_type\":\"block\",\"children\":[{\"_key\":\"bea0a6a37c06\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The challenge\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"d38c341b7e4d\",\"_type\":\"block\",\"children\":[{\"_key\":\"c60c986bee74\",\"_type\":\"span\",\"marks\":[],\"text\":\"PureGym, the UK’s largest gym chain, wanted to maintain its community-first “Everybody Welcome” ethos while communicating key updates—like gym closures, refurbishments, or class changes—to over a million members. Manual scheduling and location-based filtering made it difficult to send accurate, timely updates at scale.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b511949eb861\",\"_type\":\"richImage\",\"alt\":\"Two browser windows display a gym communication manager interface on the left and a \\\"Temporary Gym Closure\\\" email preview on the right.\",\"asset\":{\"_ref\":\"image-64cd7d73a803868f417207bcb934b2b195edd920-1200x760-jpg\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"6ca499dc077f\",\"_type\":\"block\",\"children\":[{\"_key\":\"0fd5c0e8f6cb\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The strategy\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"e6558b86b1e4\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e7501cf26f9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Working with Braze and ConsultMyApp, PureGym built the Gym Communications Manager (GCM), a centralized system powered by API-triggered campaigns and dynamic segmentation. This setup allowed the team to send responsive, location-specific messages to members based on gym activity, gender, and engagement patterns—all without manual coordination.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ce296bd30245\",\"_type\":\"block\",\"children\":[{\"_key\":\"01dd268075a6\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The results\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"aeecae7ce797\",\"_type\":\"block\",\"children\":[{\"_key\":\"40c48eba953e\",\"_type\":\"span\",\"marks\":[],\"text\":\"PureGym saw measurable improvements in both efficiency and engagement:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"121d88cfebd8\",\"_type\":\"block\",\"children\":[{\"_key\":\"87c671b9dae1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"55% email open rate\"},{\"_key\":\"ca2f867432ce\",\"_type\":\"span\",\"marks\":[],\"text\":\", well above industry benchmarks\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9e35e3479998\",\"_type\":\"block\",\"children\":[{\"_key\":\"2544cafcf578\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"129,635 members reached\"},{\"_key\":\"0b69454d5e45\",\"_type\":\"span\",\"marks\":[],\"text\":\" with relevant, location-specific updates\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a6fa3918bf4f\",\"_type\":\"block\",\"children\":[{\"_key\":\"6d7901c10ec7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Faster, simpler email workflows\"},{\"_key\":\"01bf509c9d24\",\"_type\":\"span\",\"marks\":[],\"text\":\" for the CRM and customer service teams\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d77e75ab2d1c\",\"_type\":\"block\",\"children\":[{\"_key\":\"0e91a0873ad4\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"More consistent communication\"},{\"_key\":\"c279303b4cee\",\"_type\":\"span\",\"marks\":[],\"text\":\", strengthening trust and community across gyms\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4804744999c0\",\"_type\":\"block\",\"children\":[{\"_key\":\"b462c56978e6\",\"_type\":\"span\",\"marks\":[],\"text\":\"BlaBlaCar tests sender names to lift opens across markets\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"70adf2548295\",\"_type\":\"block\",\"children\":[{\"_key\":\"1b10a35887f4\",\"_type\":\"span\",\"marks\":[],\"text\":\"To improve the effectiveness of its global email marketing, \"},{\"_key\":\"9d1dd33be0fe\",\"_type\":\"span\",\"marks\":[\"60f05fec403c\"],\"text\":\"BlaBlaCar\"},{\"_key\":\"7702da5afcc5\",\"_type\":\"span\",\"marks\":[],\"text\":\" set out to test whether a simple change—the sender name—could impact engagement. With Braze Canvas, the team ran structured experiments that proved personalization starts before the email is even opened.\"}],\"markDefs\":[{\"_key\":\"60f05fec403c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/blablacar-case-study\"}],\"style\":\"normal\"},{\"_key\":\"db7de5c0f208\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a940ebcedac\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The challenge\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"784d271ace77\",\"_type\":\"block\",\"children\":[{\"_key\":\"57eecb0a41f1\",\"_type\":\"span\",\"marks\":[],\"text\":\"BlaBlaCar wanted to improve open rates and validate whether changing the sender name could make their emails more personal and effective across their global audience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"327c5e5b80b6\",\"_type\":\"richImage\",\"alt\":\"Table comparing email marketing open rates in Russia and France for different sender names (company, feminine, masculine), showing higher rates for personal names.\",\"asset\":{\"_ref\":\"image-56a9136be38b6829967d4a01d125a820bd89ae62-1200x600-jpg\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"e92fbcb3e3e6\",\"_type\":\"block\",\"children\":[{\"_key\":\"4cebd9dfc16c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The strategy\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"278a8637fc07\",\"_type\":\"block\",\"children\":[{\"_key\":\"50674973a10a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Using Braze Canvas, the team ran A/B tests across France and Russia, comparing brand-only sender names to first-name variants, and evaluating the impact of name popularity and gender perception. 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