Context Is Everything: Personalizing Customer Journeys in Braze

If you’re looking to unlock the full power of Braze – specifically by leveraging Context Steps in Braze Canvas – this guide walks you through exactly what they are, why they matter, and how to use them effectively. Based on the video “Braze – Context,” it expands on key concepts so you can refer back anytime you build a campaign.

What Are “Context Steps”?

In Canvas, a Context Step lets you inject audience-relevant data into a journey – in other words, it’s a dynamic way to weave personalization into your messaging flow. Instead of a one-size-fits-all sequence, Context Steps adapt based on your user data – making each journey more relevant and timely.

Think of it like this: where a traditional Canvas flow is static, Context Steps allow the journey to respond to user-specific signals or attributes.

Sound like something you may need? Check out this short video for a break down of everything you need to know about using Context Steps in Braze Canvas.

Why Context Steps Matter

• Personalized user experience at scale. By tailoring messages to user data or behavior, you can make each user feel like the communication was built just for them.

• Smarter automation. Instead of sending generic messages en masse, Context Steps let Canvas flows branch or pivot based on who the user is or what they’ve done.

• Better engagement and results. Relevance drives action. When users feel addressed personally, open rates, click-throughs, and conversions tend to improve.

• Campaign flexibility and control. You don’t need to build separate flows for every user segment. Context Steps give you control to segment dynamically within one Canvas.

Common Use Cases: When Context Steps Shine

Use Case	Example Scenario
Welcome Series	Sending different onboarding flows depending on whether a user signed up via web vs. mobile.
Abandoned Cart / Browse Retargeting	If user added item to cart but didn’t purchase – send one reminder; if user just browsed but didn’t add, send a lighter nudge.
Tiered Customer Messaging	Premium users get exclusive offer emails; standard users get general promotions.
Behavior‑driven Flows	Send different emails based on a user’s event history. (e.g. first‑time purchase vs. repeat buyer)

Pro Tips and Best Practices

• Keep context logic simple. Overly complex conditional logic can lead to errors or unintended user paths.

• Use clear naming conventions for context variables (e.g., user_type, last_purchase_date, plan_level) to avoid confusion.

• Document your flow logic so future team members understand why certain paths exist.

• Balance personalization vs. privacy. Only use data you have permission to access and that respects user privacy.

• Continuously review and optimize. As your user base changes, revisit context logic to ensure it still makes sense.

In Summary

Context Steps transform Canvas from a static automation tool into a dynamic, responsive journey builder – allowing you to meet users where they are. By combining audience data, logic, and smart messaging, you can deliver personalized experiences at scale without building dozens of separate flows.

If you’re using Braze for onboarding, retargeting, segmentation, or lifecycle campaigns – Context Steps should absolutely be part of your toolbox.

What to Do Next

• Rewatch the video and follow along in your own Canvas to experiment with Context Steps.

• Audit your current campaigns – is there any where users receive generic content but could benefit from personalization?

• Build a test Canvas using context variables, then compare its performance against your static flows.