Ultimate Braze Engagement Platform Cheatsheet: Maximize Customer Relationships

Introduction: What is Braze & Why It Matters

Braze is a comprehensive customer engagement platform that enables brands to build stronger relationships with their audiences through personalized, cross-channel messaging. Formerly known as Appboy, Braze helps marketers orchestrate relevant and contextual experiences across email, push notifications, in-app messages, SMS, web push, and other channels. The platform combines real-time customer data, sophisticated segmentation, and intelligent campaign automation to deliver timely, personalized communications that drive user acquisition, conversion, retention, and lifetime value.

Core Braze Platform Concepts

Fundamental Components

• Canvas: Multi-step, automated customer journeys with branching logic
• Campaigns: Single or recurring messaging initiatives across channels
• Segments: Dynamic or static user groupings based on attributes/behaviors
• Connected Content: Personalization through API-sourced dynamic content
• Liquid Personalization: Templating language for dynamic content
• Content Blocks: Reusable content snippets for cross-channel consistency
• User Profiles: Unified customer data repository with attributes and events
• Currents: Real-time data streaming to external systems
• Media Library: Centralized storage for images and rich media

Data Foundation Elements

• Custom Attributes: User-specific data points (preferences, demographics)
• Custom Events: Tracked user interactions and behaviors
• Purchase Events: Transaction and revenue tracking
• Sessions: App/site usage tracking for engagement metrics
• User Aliases: Alternative identifiers for anonymous-to-known mapping
• External ID: Primary user identifier for cross-platform recognition
• Braze ID: Internal system identifier assigned to each user
• Retention Events: Specific actions that indicate user engagement

Braze Implementation Process

1. Platform Setup & Configuration

   • Establish SDK integration for apps/websites
   • Configure data collection points
   • Set up user identification system
   • Implement event tracking
   • Define custom attributes and events
   • Create initial user segments
   • Set up IP warming for email (if needed)

2. Messaging Strategy Development

   • Define messaging channel strategy
   • Create messaging templates
   • Develop content strategy
   • Establish personalization approach
   • Design customer journey flows
   • Define trigger events and entry points
   • Create messaging frequency rules

3. Campaign & Canvas Creation

   • Build target audience segments
   • Design message content
   • Set up A/B/n tests
   • Configure delivery settings
   • Implement personalization
   • Establish triggering criteria
   • Set conversion events

4. Testing & Validation

   • Test messages on multiple devices
   • Validate personalization variables
   • Check message rendering
   • Verify triggering logic
   • Test conversion tracking
   • Validate segmentation accuracy
   • Conduct QA across channels

5. Launch & Optimization

   • Monitor delivery rates
   • Track engagement metrics
   • Analyze conversion performance
   • Optimize based on results
   • Refine targeting criteria
   • Adjust messaging content
   • Scale successful approaches

Key Braze Features & Techniques by Category

Segmentation Techniques

• Behavioral Segmentation: Target based on specific actions/events
• Recency-Based Segmentation: Target based on recent interactions
• Lifecycle Segmentation: Segment by customer journey stage
• Purchase Behavior Segmentation: Target based on buying patterns
• Engagement Recency: Segment by last engagement timestamp
• Nested Segmentation: Combine multiple segment criteria
• Location-Based Segmentation: Target by geographical attributes
• Exclusion Logic: Define users to exclude from targeting
• Custom Attribute Filtering: Segment using profile data
• Lookalike Audiences: Target users similar to high-value customers

Canvas Journey Building Techniques

• Entry Steps: Multiple entry points for different triggers
• Decision Splits: Path branching based on user attributes/behaviors
• Audience Sync: Update user segments based on journey progress
• Delay Steps: Timed pauses in the customer journey
• Action Paths: Branches based on message interaction
• Audience Paths: Segments users based on attributes
• Message Steps: Multi-channel messaging delivery
• Experiment Variants: A/B testing path alternatives
• Exception Events: Exit triggers for specific user actions
• Re-Eligibility: Criteria for users to re-enter journeys
• Global Frequency Capping: Cross-journey message limits

Messaging Channel Techniques

• Email Techniques

  • HTML/CSS template design
  • Subject line optimization
  • Preheader text customization
  • Send time personalization
  • Liquid personalization
  • Connected Content integration
  • Preference center management
  • List hygiene automation
  • MIME multipart support
  • Email analytics tracking

• Push Notification Techniques

  • Rich push formats (images, videos, sounds)
  • Action buttons configuration
  • Deep linking implementation
  • Badge count management
  • Localization support
  • Notification channels (Android)
  • Silent push configuration
  • Time-sensitive notification setup
  • Custom sound implementation

• In-App Message Techniques

  • Modal, full-screen, and slideup formats
  • Custom HTML message design
  • Message triggers and timing
  • Impression threshold management
  • Interaction button configuration
  • Custom event triggering
  • Deep linking implementation
  • Custom animation configuration
  • Personalized message content

• Content Card Techniques

  • Card layout selection and customization
  • Card pinning and prioritization
  • Expiration date configuration
  • Category assignment for organization
  • Unread indicator management
  • Personalized card content
  • Dismissible vs. persistent cards
  • Image and video content integration
  • Click action configuration

• SMS Techniques

  • Subscription management
  • Shortcode and longcode management
  • Compliance standards implementation
  • Link shortening
  • Two-way messaging setup
  • Custom keyword response
  • SMS templates with personalization
  • Subscription groups management
  • MMS media content delivery

Personalization Techniques

• Liquid Template Language

  • Basic variable syntax {{user.first_name}}
  • Conditional logic {% if %}{% else %}{% endif %}
  • Iteration {% for item in array %}{% endfor %}
  • Filters {{ user.first_name | capitalize }}
  • Assigning variables {% assign variable = value %}
  • Whitespace control with hyphens {%- and -%}
  • String interpolation techniques
  • Math operations and calculations

• Connected Content

  • External API data integration
  • Weather-based personalization
  • Product inventory/availability checks
  • Real-time pricing information
  • Content recommendation engines
  • Loyalty points integration
  • Translation and localization services
  • Social media content integration
  • Application/API-based personalization

• Message Customization

  • Dynamic promotion codes
  • Countdown timers
  • Location-based content
  • Behavior-triggered recommendations
  • Profile-based personalization
  • Device-specific content adaptation
  • Language preference detection
  • Time zone adjustment
  • Cross-channel content consistency

Analytics & Reporting

• Campaign Analytics

  • Delivery metrics (sent, delivered, bounced)
  • Engagement metrics (opens, clicks, conversions)
  • Performance by channel/message type
  • A/B test results analysis
  • Funnel conversion tracking
  • Revenue attribution
  • Time-based performance trends
  • Comparative campaign analysis

• User Analytics

  • Retention reports
  • Lifecycle reports
  • Funnel reports
  • Activity log analysis
  • Session metrics
  • Purchase behavior patterns
  • Cross-channel engagement metrics
  • Cohort analysis
  • User path exploration

• Custom Reporting

  • Report Builder configuration
  • KPI dashboard creation
  • Data export for external analysis
  • Scheduled report automation
  • Event trend analysis
  • Segment performance comparison
  • Revenue impact assessment
  • Attribute breakdown analysis

Braze Channel Capabilities Comparison

Canvas vs. Campaign Comparison

Common Braze Challenges & Solutions

Braze Best Practices & Tips

Strategic Best Practices

• Develop a clear cross-channel messaging strategy
• Create customer journey maps before building Canvas flows
• Define clear goals and conversion events for each campaign
• Implement a consistent naming convention for campaigns and segments
• Build a measurement framework aligned with business objectives
• Create a testing roadmap for ongoing optimization
• Develop a data collection strategy that balances needs and performance
• Implement lifecycle-based engagement strategies
• Establish global frequency caps across messaging channels
• Create a content calendar for campaign planning

Technical Implementation Tips

• Batch your API calls to stay within rate limits
• Implement proper error handling in SDK integration
• Use event properties for detailed behavioral tracking
• Set up user aliases for anonymous-to-known user mapping
• Leverage persistent storage for critical offline data
• Implement proper deep linking configuration
• Use webhook templates for third-party system integration
• Implement proper fallbacks for personalization
• Optimize large payload sizes in API requests
• Create reusable content blocks for efficiency

Campaign Optimization Tips

• Test send times across different user segments
• Implement progressive personalization strategies
• Create segment control groups for impact measurement
• Test message frequency to find optimal cadence
• Personalize based on user time zone
• Use action-based triggers for highest relevance
• Leverage recency and frequency in segmentation
• Test message copy, design, and CTAs systematically
• Monitor negative KPIs (uninstalls, unsubscribes)
• Implement re-engagement strategies for inactive users

Canvas Journey Tips

• Start with simple Canvas flows before complex journeys
• Use multiple entry points for different user segments
• Implement meaningful wait times between steps
• Create exception events for journey exits
• Test different journey paths with variants
• Use decision splits based on engagement behavior
• Implement audience sync steps for segment updates
• Balance journey complexity and maintainability
• Document Canvas decision logic for team reference
• Implement control groups at Canvas level

Channel-Specific Tips

• Email: Implement sunset policies for inactive users; test subject lines; optimize for mobile rendering
• Push: Request permissions at relevant moments; use rich notifications; implement deep linking
• In-App: Time messages with user context; use appropriate formats for goals; implement dismissal options
• Content Cards: Categorize cards for organization; use pinning for important messages; implement card refreshes
• SMS: Maintain strict compliance; provide clear opt-out instructions; keep messages concise with clear value

Resources for Further Learning

Official Braze Resources

• Braze Documentation Portal
• Braze Learning Courses
• LAB (Learning at Braze) Resources
• Braze Torchbearer Certification Program
• Braze Product Updates Blog

Community & Learning

• Braze Bonfire Community
• Braze User Groups (local meetups)
• Braze Forums
• Annual Braze Summit Conference
• Braze Webinar Series

Complementary Tools

• Testing platforms (Litmus, Email on Acid)
• Analytics tools (Looker, Tableau, Amplitude)
• CDP platforms (Segment, mParticle, Tealium)
• ESP transition tools (for email migration)
• Message design tools (Figma, Sketch)

Related Skills Development

• Liquid template language courses
• Mobile app development fundamentals
• Marketing automation strategy
• Customer journey mapping
• Personalization strategy
• API fundamentals
• Data management principles
• A/B testing methodologies
• User experience design
• Analytics and data visualization