As a marketer, you’re consistently faced with the challenge of doing more with less. Between planning campaigns, analyzing data, and keeping customers engaged, the workload can feel never-ending. That’s where Braze’s advanced features come in. In this article, we’ll explore four powerful features that can help you move beyond the basics, enabling you to create smarter, more efficient marketing strategies.
1. Predictive Churn: Anticipate User Behavior
Braze’s Predictive Churn taps into user behavior to anticipate which customers are likely to churn, (convert to a disengaged user) this enables you to intervene before it's too late. By analyzing past behaviors and assigning churn risk scores, this feature helps you target at-risk users with timely, personalized strategies—whether to re-engage them or drive additional purchases. Use case examples include:
Risk Score: Each user is assigned a score based on their likelihood to churn, updated continuously with new data. You can use these insights to automate retention efforts, such as sending personalized offers or reminders to high-risk users, helping you keep your audience engaged without manual intervention.
Automate Retention Campaigns: Let's say you customize your churn algorithm to focus on app usage. If a customer does not open or interact with your app for over a week, Predictive Churn will flag this user and trigger your automated campaigns customized for re-engagement. This approach saves you from manually identifying and responding to churn risks.
With Predictive Churn, you no longer need a team of data scientists or months of development time to retain your customers. Braze analyzes the data for you, allowing you to act quickly and effectively to reduce churn, boost retention, and improve your bottom line.
2. Predictive Events: Smarter Triggers
Most are familiar event-triggered campaigns—like sending a welcome email when someone signs up for your site or service. But what if you could trigger campaigns based on what a user is likely to do in the future? Predictive Events are like using a crystal ball to anticipate key user actions, such as expected purchases or app interactions, and then engaging with the user at the optimal moment. Let’s see how it could work.
Anticipate Purchases: Imagine you’re running an e-commerce site, and you know that users who browse a specific product page multiple times are more likely to make a purchase. Predictive Events can forecast these behaviors and trigger targeted messaging—like a discount or personalized recommendation—before the purchase happens to help secure the conversion.
Proactive Engagement: If a user is predicted to perform a high-value action (like making a purchase or visiting your site), you can use this data to trigger personalized messaging. This enables you to proactively engage users earlier in their journey, increasing the chances of conversion.
Predictive Events shift you from performing reactive to proactive marketing. Rather than waiting for users to take action, you can engage them in advance, enhancing user experience and driving conversions before they’ve made a final decision.
For marketers like you, these features provide the tools to stay ahead of customer needs, refine your approach based on data, and ensure your efforts are continuously optimized. Incorporating these into your strategies not only makes your campaigns smarter but also frees up time to focus on other high-impact tasks
3. Intelligent Timing: Optimize When to Reach Users
Timing is everything in marketing. Even the most compelling message can fall flat if it’s delivered at the wrong time. Intelligent Timing helps you optimize when to send messages so that they reach your audience at the point when they’re most likely to engage. A couple of ways you can leverage this feature are:
Individualized Send Times: Instead of sending an email blast to everyone at the same time, Braze’s Intelligent Timing adjusts the delivery timing to each user’s optimal engagement window. For example, if a user typically opens their emails around 8 p.m., Braze will ensure your message lands in their inbox at 8 p.m., regardless of what time the campaign executes.
Continuous Improvement: The more Braze learns about your user’s behavior, the better (more intelligent) it becomes at timing their message delivery. This means your campaigns will continuously optimize themselves without human intervention to adjust send times, ideally leading to higher opens and click rates.
By automating send times based on user behavior, you’re not only saving time but also maximizing the impact of each campaign. Better timing equals better engagement—and that means better results.
4. Intelligent Selection: Streamline A/B Testing
Experimentation tactics like A/B testing are a key strategy for improving campaign effectiveness, but manually monitoring tests can be time-consuming. Braze’s Intelligent Selection simplifies this process by automatically determining the best-performing variant in real time through:
Automated Optimization: Let’s say you’re testing two subject lines for a holiday sale email. With Intelligent Selection, Braze will automatically shift traffic to the higher-performing variant as soon as it gathers enough data. This ensures that most of your users see the more effective version without you lifting a finger.
Data-Drive Decisions: As your A/B test runs, Intelligent Selection uses machine learning to make adjustments, meaning your campaigns are optimized in real time and you can be confident that your users are seeing the best possible messaging.
Intelligent Selection takes the guesswork out of A/B testing. It saves you time while ensuring that your campaigns are always performing at their best, allowing you to focus on other high-impact marketing tasks.
Braze offers a range of advanced features that help marketers automate and optimize their campaigns. By using Predictive Churn, Predictive Events, Intelligent Timing, and Intelligent Selection, you can anticipate customer behavior, send messages at the ideal time, and run more efficient campaigns without constant manual intervention.
If you are interested in learning more about how to optimize your marketing with Braze, feel free to contact us.
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