Item: Braze
Rating: 8
Author: David Scheepers

Overall Satisfaction with Braze

Use Cases and Deployment Scope

We use Braze for B2C communications (mainly email & SMS) for brand and shopper marketing across multiple brands. Braze addresses several business problems for us.
1. Personalisation - we tailor messaging based on customer data
2. Unified view of customer - thanks to our integration with Tealium (our CDP), we're able to apply more effective targeting
3. We're able to communicate with our customers on the channels they prefer to be engaged on

Pros and Cons

Pros

Multi channel orchestration - build effective journeys across whichever channels we choose to activate (SMS, email, push notifications)
A/B testing - pretty simple to setup and activate e.g. test subject lines or send times
Integration with our CDP partner, Tealium - unified view of customer

Cons

Can be costly pending on your use cases - e.g. predicative AI features can only be unlocked at a significant cost
Reporting (to date) has been disappointing although I see this is about to change based on the latest roadmap developments
Consultancy services - consider factoring this in upfront as opposed to an after thought because setup and onboarding can become quite complex if you're new to marketing automation platforms

Return on Investment

Since moving from our previous vendor to Braze we've definitely seen a shift in engagement metrics across all brands we've setup. Unique Open Rate has increased by 15%, CTOR has improved by 10% and our unsub rate is the lowest it's ever been at 0.07%
We're onboarded and trained additional marketing people who expressed an interested in wanting to activate their own campaigns

Usability

Easy to use, yes. Provided you are trained by Braze or agency partners that are regularly using the platform. We've thankfully had this so adoption across the business has been pretty good. We've even had additional marketers wanting to learn how to activate and launch their own campaigns - specifically within shopper marketing.

Customer Impact

We are traditionally a B2C consumer business where a lot of our marketing comms focus on awareness-driving tactics rather than driving a sale/conversion. That said, we have seen improvement in terms of speed to market and the ability to effectively communicate to our customers across multiple channels within the 1 campaign which has led to deeper engagement and aided our ability to retain customers.

Key Insights

Do you think Braze delivers good value for the price?

Yes

Are you happy with Braze's feature set?

Yes

Did Braze live up to sales and marketing promises?

I wasn't involved with the selection/purchase process

Did implementation of Braze go as expected?

Yes

Would you buy Braze again?

Yes

Other Software Used

Tealium Customer Data Hub, Shopify, Meta Business Suite

Likelihood to Recommend

While Braze is considered one of the better marketing automation platforms, it hasn't been a market leader in the e-commerce world. Again, based on what I've seen recently, enhancements in this area have been rolled out, but as a brand, we've yet to test these new features. If you're looking for a platform that allows you to set up and activate campaigns for multi-brand businesses/products, then Braze is for you. The drag and drop template builder and A/B testing functionality is easy enough for anyone to learn and use.

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