If you’ve already completed Braze’s onboarding process and understand the fundamentals of campaign creation, then you’re ready to start taking your campaign builds to the next level!
For many Braze users, this sounds great, but how to start can feel like a Herculean task. No need to be Brazed and Confused because we got you covered. We’ve gone ahead and done you the favor of outlining some advanced ideas and techniques that can help you to start optimizing your marketing campaigns today.
1. Set Clear Objectives and KPIs
Begin by understanding your campaign's objectives and key performance indicators (KPIs). Define what you want your campaign to achieve, such as increasing open rates, user engagement, or driving purchases.
Set specific KPIs, like a 20% lift in open rates. This measurable target serves as a checkpoint to gauge success in getting more people to open your messages. You could also consider a 5% increase in clickthrough rates as another KPI. This indicates that customers are not only opening your messages but also clicking on the links. These clear KPIs will let you know if your efforts are actually making a difference towards your marketing objectives.
2. Explore Advanced Segmentation and Personalization Tactics
Instead of sending a generic message to all users, utilize custom attributes and event data to segment your audience based on their acquisition source, demographics, app usage, or purchase history.
Personalize messages using Liquid scripting in Braze, such as tailoring content based on the user’s purchase history, browsing behavior, or zero party data.
3. Capitalize on Behavioral Triggers and Event-Based Campaigns
Identify key lifecycle events, such as completing a profile or making a repeat purchase, and then set up triggered campaign that respond to these specific user actions. This will ensure that your campaign is not only timely, but also relevant to each user's unique journey.
4. Leverage Multichannel Engagement
Identify key lifecycle events, such as completing a profile or making a repeat purchase, and then set up triggered campaign that respond to these specific user actions. This will ensure that your campaign is not only timely, but also relevant to each user's unique journey.
5. Use A/B Testing for Continuous Improvement
When executing a Champion/Challenger type model, leverage the Winning Variant functionality. This feature automatically sends customers the campaign variant that drove the most conversions in the initial A/B testing. While this approach is effective, keep in mind that the winning campaign may not be the best fit for everyone.
To maximize conversions on an individual level, you should try Braze’s Personalized Variant feature. This feature tailors the campaign variant for each customer, sending the version that the user is most likely to convert-on as determined by their unique preferences, attributes, and behaviors.
6. Enlist Smart Delivery and Timing Optimization
Turn on the intelligent delivery features, such as the Intelligence Suite. It analyzes user interactions and identifies patterns to determine the optimal delivery time for each individual. This ensure your message reaches users when they are most active or likely to engage.
7. Capitalize on the Power of AI in Braze
In the realm of Braze optimization, the integration of AI stands out as a transformative force. Content QA with AI is an indispensable tool, ensuring your messages are not just sent, but are polished and tailored to perfection. This feature checks formatting, content, grammar, and style—maintaining professionalism and resonance with your end users.
Get excited, there are also some more AI features coming soon:
AI Item Recommendations: Uses AI to recommend relevant catalog content based on user preference characteristics and attributes.
AI Canvas Step: Within Canvas lets customers leverage ChatGPT to automate personalized marketing. The step uses large language models (LLMs) to quickly interpret user-provided inputs, such as survey feedback, to determine the appropriate responses and trigger messages.
By implementing these strategies within your campaigns in Braze, you can create a more personalized, engaging, and effective marketing experience for your users. Remember, the key is to continuously analyze and optimize based on user behavior and feedback, ensuring that your campaigns meet the ever-changing needs of your audience.
Interested in diving deeper? check out our article on Mastering ISP Segmentation for tips on optimizing your email campaign’s deliverability and engagement.