Inside Braze Canvas, the attributes related to a person’s entry level dictate the customized person journey. For instance, a person clicking a selected hyperlink in an electronic mail might need totally different entry attributes in comparison with a person coming into from a push notification. These attributes may embody the marketing campaign supply, the precise message variant, or any customized information handed on the time of entry.
Leveraging these individual-level entry traits permits for extremely tailor-made experiences throughout the Canvas. This dynamic segmentation facilitates related messaging and optimized person journeys, in the end driving elevated engagement and conversions. Understanding these attributes gives a granular degree of management over person circulation, enabling entrepreneurs to react in real-time to particular person behaviors and entry factors. This degree of personalization was not at all times doable with older advertising automation instruments, showcasing the evolution towards individualized buyer experiences.
This basis of customized entry factors underpins a number of key Canvas functionalities. The next sections will delve into particular use circumstances, superior implementation methods, and greatest practices for optimizing Canvas flows based mostly on particular person entry information.
1. Marketing campaign Supply
Marketing campaign Supply represents the origin level of a person’s entry right into a Braze Canvas. Correct identification of the Marketing campaign Supply is prime for attributing person habits and tailoring subsequent interactions throughout the Canvas. This permits entrepreneurs to know which campaigns are only at driving desired outcomes.
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E mail Campaigns
Customers coming into a Canvas from a selected electronic mail marketing campaign could be tagged with the marketing campaign’s ID. This permits for focused messaging and customized content material throughout the Canvas based mostly on the e-mail’s material, for example, providing a reduction code to customers who clicked via a promotional electronic mail.
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Push Notifications
Totally different push notifications can set off distinctive entry factors right into a Canvas. A person clicking a push notification a couple of limited-time sale might be routed to a Canvas circulation showcasing featured merchandise, whereas a person responding to a back-in-stock notification would see a special path.
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In-App Messages
In-app messages can function entry factors, directing customers to particular sections of a Canvas based mostly on their in-app habits. For instance, a person interacting with a function announcement throughout the app might be directed to a Canvas circulation demonstrating the brand new function’s advantages.
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Content material Playing cards
Content material Playing cards, delivered via Braze’s Information Feed function, also can set off Canvas entries. Clicking a selected Content material Card could lead on a person to a related Canvas circulation, making a seamless transition from discovery to engagement.
Understanding the Marketing campaign Supply gives essential context for personalizing the person journey throughout the Canvas. This granular degree of management permits entrepreneurs to optimize messaging and provides based mostly on the preliminary level of engagement, in the end rising conversion charges and person lifetime worth. By analyzing Marketing campaign Supply information, entrepreneurs also can acquire insights into which channels are only for driving desired person actions.
2. Message Variant
Message Variant, a important part of Braze Canvas entry properties, represents the precise model of a message a person interacts with earlier than coming into a Canvas. This granular distinction permits for extremely focused experiences throughout the Canvas based mostly on the exact content material seen by the person. The cause-and-effect relationship between Message Variant and subsequent Canvas expertise is important. For example, an A/B check of two electronic mail variants, one emphasizing a product’s options and the opposite its affordability, can lead customers to distinct Canvas paths. Customers clicking via the feature-focused electronic mail may be directed to a Canvas circulation showcasing superior functionalities, whereas these clicking the price-focused variant might be offered with particular provides and budget-friendly choices. This degree of personalization enhances relevance and engagement.
Contemplate a retailer operating a promotion with a number of low cost tiers. Every tier might be offered as a separate Message Variant inside an electronic mail marketing campaign. Upon clicking their respective provide, customers would enter the Canvas with a pre-determined low cost degree already utilized. This streamlines the acquisition course of and minimizes friction. Equally, totally different Message Variants inside a push notification marketing campaign, maybe selling totally different product classes, can lead customers to customized product suggestions inside a Canvas. Analyzing Message Variant information gives insights into which messaging resonates most successfully with particular person segments, informing future marketing campaign optimization methods.
Understanding the affect of Message Variant on Canvas entry is essential for maximizing the effectiveness of customized messaging. This granular management permits entrepreneurs to craft cohesive and related person journeys, aligning the preliminary message with the following Canvas expertise. Challenges could embody managing numerous Message Variants and guaranteeing constant information monitoring. Nevertheless, the power to tailor Canvas flows based mostly on particular message interactions gives a strong device for driving conversions and fostering deeper person engagement throughout the broader advertising ecosystem.
3. Customized Knowledge
Customized information considerably enhances the facility of Braze Canvas entry properties, enabling customized person experiences tailor-made to particular person attributes past normal marketing campaign parameters. This information, handed into the Canvas on the level of entry, unlocks granular management over person journeys and facilitates extremely focused messaging. Understanding how customized information interacts with Canvas performance is important for maximizing its potential.
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Consumer Preferences
Passing person preferences, resembling most popular product classes or communication channels, as customized information permits for quick personalization throughout the Canvas. For example, a person who has beforehand indicated a choice for athletic put on might be directed to a Canvas circulation showcasing new arrivals in that class. This tailor-made expertise enhances relevance and reduces the necessity for customers to navigate via irrelevant content material.
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Buy Historical past
Leveraging buy historical past as customized information permits focused product suggestions and cross-selling alternatives throughout the Canvas. A person who just lately bought trainers may be proven a Canvas circulation suggesting associated equipment like socks or insoles. This data-driven strategy will increase the probability of conversion by presenting related merchandise based mostly on previous habits.
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Loyalty Standing
Integrating loyalty standing as customized information permits for differentiated experiences throughout the Canvas. Excessive-value clients might be offered with unique provides or early entry to new merchandise, fostering a way of exclusivity and appreciation. This customized strategy strengthens buyer relationships and encourages repeat purchases.
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Actual-Time Occasion Knowledge
Incorporating real-time occasion information, resembling including an merchandise to a cart or shopping a selected product class, as customized information permits dynamic Canvas flows that react to quick person actions. A person including a high-value merchandise to their cart might be proven a Canvas circulation providing expedited transport or a personalised low cost, incentivizing quick buy completion. This real-time personalization maximizes conversion alternatives.
By strategically leveraging customized information, entrepreneurs can create extremely customized Canvas experiences that resonate with particular person customers. This granular degree of management enhances person engagement, drives conversions, and fosters stronger buyer relationships. The efficient use of customized information transforms the Canvas from a static advertising device right into a dynamic platform for individualized communication, maximizing the impression of each person interplay.
4. Consumer Segmentation
Consumer segmentation inside Braze Canvas depends closely on entry properties. These properties act as filters, dividing customers into distinct teams based mostly on their preliminary interplay with a marketing campaign. This segmentation is essential for delivering customized experiences throughout the Canvas circulation. The cause-and-effect relationship is evident: particular entry properties decide the section a person falls into, which in flip dictates the following messaging and content material they obtain. For instance, customers coming into a Canvas from a welcome electronic mail may be segmented in another way than these coming into from an deserted cart reminder. This distinction permits for tailor-made onboarding experiences versus focused product restoration messages.
As a core part of Braze Canvas entry properties, person segmentation permits entrepreneurs to deal with particular person wants and behaviors. Contemplate a journey app the place customers enter a Canvas after clicking a flight deal notification. Entry properties like vacation spot metropolis and journey dates can section customers, permitting for tailor-made suggestions on inns, actions, and native transportation choices throughout the Canvas. This focused strategy enhances the person expertise and will increase conversion potential. One other sensible utility lies in subscription companies. Customers coming into a Canvas after a free trial expiration could be segmented based mostly on their utilization patterns through the trial. This permits for customized messaging throughout the Canvas, providing tailor-made subscription plans or incentives to transform based mostly on particular person wants.
Efficient person segmentation based mostly on entry properties is important for maximizing the impression of Braze Canvas. It permits for customized messaging and focused content material supply, resulting in elevated engagement and conversions. Nevertheless, sustaining correct and up-to-date person information is essential for profitable segmentation. Overly complicated segmentation methods also can create challenges in managing and analyzing marketing campaign efficiency. In the end, a well-defined segmentation technique, pushed by insightful evaluation of entry properties, is essential to unlocking the total potential of Braze Canvas and attaining advertising goals.
5. Actual-time Reactions
Actual-time reactions inside Braze Canvas leverage entry properties to ship quick, customized experiences based mostly on person habits. These reactions are triggered by the precise attributes related to a person’s entry level, permitting for dynamic content material changes and focused messaging throughout the Canvas circulation. This quick responsiveness is essential for maximizing engagement and conversions.
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Quick Personalization
Entry properties, such because the marketing campaign supply or customized information, inform real-time content material changes throughout the Canvas. For instance, a person coming into a Canvas from a selected product class web page on a web site might be instantly offered with related product suggestions or particular provides throughout the Canvas circulation. This quick personalization enhances the person expertise and will increase the probability of conversion.
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Dynamic Content material Changes
Actual-time reactions allow the Canvas to adapt to person habits in the intervening time of entry. A person coming into a Canvas with a excessive cart worth may be proven expedited transport choices or unique reductions, incentivizing quick buy completion. Conversely, a person coming into from a re-engagement marketing campaign might be offered with customized suggestions based mostly on previous shopping historical past. These dynamic changes optimize the Canvas expertise for every particular person person.
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Focused Messaging Based mostly on Entry Supply
The supply of a person’s entry into the Canvas, whether or not from an electronic mail, push notification, or in-app message, can set off particular real-time reactions. A person coming into from an deserted cart electronic mail might be proven a Canvas circulation highlighting the gadgets left of their cart and providing incentives to finish the acquisition. This focused messaging will increase the effectiveness of restoration campaigns.
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Behavioral Triggered Experiences
Actual-time reactions could be triggered by particular person behaviors throughout the app or web site previous to Canvas entry. For example, a person who just lately seen a specific product class might be offered with a Canvas circulation showcasing associated merchandise or particular provides inside that class upon coming into the Canvas. This behavior-driven personalization enhances engagement and promotes product discovery.
The power to react in real-time to person entry properties transforms Braze Canvas from a static advertising device right into a dynamic platform for individualized communication. By leveraging these properties to set off quick and customized experiences, entrepreneurs can maximize engagement, drive conversions, and foster deeper buyer relationships. This responsiveness is a key differentiator in at present’s aggressive advertising panorama, enabling manufacturers to ship related and well timed experiences that resonate with particular person customers.
6. Journey Orchestration
Journey orchestration inside Braze Canvas depends closely on entry properties. These properties function the preliminary signposts, directing customers down particular paths throughout the Canvas based mostly on their particular person context. This connection between entry properties and journey orchestration is prime to creating customized and dynamic person experiences. The precise attributes a person carries upon entry, resembling marketing campaign supply, message variant, or customized information, dictate the following steps of their journey via the Canvas. This cause-and-effect relationship permits entrepreneurs to tailor person experiences based mostly on the preliminary interplay, resulting in elevated engagement and conversions. For instance, a person coming into a Canvas from a welcome electronic mail may be guided via an onboarding circulation, whereas a person coming into from an deserted cart electronic mail can be directed towards product restoration messaging. With out correct orchestration based mostly on entry properties, the Canvas expertise turns into generic and fewer efficient.
Contemplate an e-commerce platform utilizing Braze Canvas. A person clicking a “new arrivals” promotion in an electronic mail enters the Canvas with that particular context as an entry property. The journey orchestration can then leverage this data to showcase related new arrivals throughout the Canvas, making a seamless and customized expertise. Conversely, a person coming into the Canvas from a price-drop alert can be routed to a special journey, specializing in gadgets they’ve beforehand proven curiosity in. In one other state of affairs, a person’s loyalty standing, handed as customized information upon Canvas entry, can affect the journey orchestration. Excessive-value clients might be offered with unique provides or customized suggestions, fostering a way of exclusivity and strengthening buyer relationships. These tailor-made journeys, pushed by entry properties, considerably improve the effectiveness of promoting campaigns.
Efficient journey orchestration, knowledgeable by Braze Canvas entry properties, is essential for maximizing person engagement and attaining advertising goals. It permits for customized experiences and focused messaging, rising conversion charges and fostering stronger buyer relationships. Nevertheless, complicated orchestration logic can current challenges when it comes to administration and upkeep. Balancing complexity with efficient personalization is essential. Moreover, sustaining information integrity and guaranteeing correct entry property seize are important for profitable journey orchestration. By understanding the intricate relationship between entry properties and journey orchestration, entrepreneurs can unlock the total potential of Braze Canvas and ship impactful, individualized person experiences.
7. Personalised Experiences
Personalised experiences inside Braze Canvas are essentially linked to entry properties. These properties act as the muse upon which tailor-made person journeys are constructed. The cause-and-effect relationship is direct: the attributes a person carries upon coming into the Canvas decide the following content material and messaging they obtain. This connection between entry properties and customized experiences is essential for maximizing engagement and conversions. With out leveraging these entry factors successfully, the Canvas expertise dangers turning into generic and fewer impactful.
Contemplate a state of affairs the place a person enters a Canvas after clicking a promotional electronic mail a couple of particular product class. The e-mail marketing campaign ID, handed as an entry property, permits the Canvas to instantly showcase related merchandise inside that class. This focused strategy creates a seamless and customized expertise, rising the probability of conversion. In one other instance, a person’s previous buy historical past, handed as customized information upon Canvas entry, can be utilized to suggest complementary merchandise or provide customized reductions throughout the Canvas. This degree of personalization fosters buyer loyalty and drives repeat purchases. Moreover, entry properties like person location or system sort could be leveraged to tailor the Canvas expertise, guaranteeing content material relevance and optimizing show formatting. These tailor-made experiences, pushed by entry properties, considerably improve the effectiveness of promoting campaigns.
The power to craft customized experiences based mostly on entry properties is a key power of Braze Canvas. This performance permits entrepreneurs to maneuver past generic messaging and create individualized person journeys that resonate with particular wants and behaviors. Nevertheless, successfully leveraging entry properties for personalization requires cautious planning and execution. Sustaining correct and up-to-date person information is essential. Moreover, hanging a steadiness between granular personalization and respecting person privateness is important. Overly complicated personalization methods also can create challenges in managing and analyzing marketing campaign efficiency. By understanding the important hyperlink between entry properties and customized experiences, and by addressing these related challenges, entrepreneurs can unlock the total potential of Braze Canvas and ship really impactful person journeys.
Ceaselessly Requested Questions
This part addresses frequent inquiries relating to Braze Canvas entry properties, offering readability on their performance and strategic utility.
Query 1: How do entry properties differ from normal person attributes inside Braze?
Normal person attributes signify persistent traits, whereas entry properties are particular to a person’s entry level right into a given Canvas. They supply contextual details about the interplay triggering the Canvas entry.
Query 2: What’s the most variety of customized entry properties that may be handed right into a Braze Canvas?
Whereas Braze helps a considerable variety of customized attributes, sustaining a manageable variety of key properties is really useful for environment friendly evaluation and optimum efficiency. Seek the advice of Braze documentation for platform-specific limitations.
Query 3: Can entry properties be modified after a person has entered a Braze Canvas?
Entry properties are mounted upon entry and can’t be instantly modified throughout the Canvas circulation. Nevertheless, subsequent person actions throughout the Canvas can set off updates to straightforward person attributes.
Query 4: How are entry properties used at the side of A/B testing inside Braze Canvas?
Entry properties can section customers coming into a Canvas from totally different variants of an A/B check, enabling tailor-made experiences based mostly on the precise message or content material that led to their entry.
Query 5: What are some greatest practices for naming and organizing customized entry properties inside Braze?
Using a constant naming conference and a transparent organizational construction for customized entry properties is essential for sustaining information integrity and facilitating environment friendly evaluation. A well-defined taxonomy prevents confusion and promotes scalability.
Query 6: How can entry properties be used to measure the effectiveness of various advertising campaigns inside Braze Canvas?
Analyzing the efficiency of customers segmented by totally different entry properties provides insights into the effectiveness of varied campaigns in driving desired outcomes throughout the Canvas. This granular evaluation informs future marketing campaign optimization methods.
Understanding these key points of Braze Canvas entry properties is essential for leveraging their full potential. Efficient utilization of those properties permits for customized person experiences, optimized journeys, and improved advertising marketing campaign efficiency.
The next part delves into superior use circumstances and sensible examples of implementing entry properties inside Braze Canvas.
Optimizing Braze Canvas with Entry Properties
Strategic use of entry properties is essential for maximizing the effectiveness of Braze Canvas. The next ideas present sensible steerage for leveraging these properties to create customized and impactful person experiences.
Tip 1: Constant Naming Conventions: Make use of a constant and descriptive naming conference for all customized entry properties. This ensures readability and maintainability, particularly because the variety of properties grows. For instance, use prefixes like “email_” or “push_” to point the supply of the entry.
Tip 2: Strategic Knowledge Seize: Seize solely important information as entry properties. Keep away from pointless information assortment to keep up optimum efficiency and respect person privateness. Give attention to data instantly related to the person’s journey throughout the Canvas.
Tip 3: Leverage Customized Knowledge: Maximize the potential of customized information to personalize the Canvas expertise. Go related person attributes, resembling buy historical past, preferences, or loyalty standing, to tailor content material and messaging.
Tip 4: Check and Iterate: Constantly check and refine the usage of entry properties. Analyze marketing campaign efficiency based mostly on totally different entry segments to establish areas for optimization. Experiment with totally different messaging and content material variations to maximise impression.
Tip 5: Clear Documentation: Preserve thorough documentation of all entry properties and their supposed use. This documentation facilitates collaboration, ensures consistency, and simplifies troubleshooting.
Tip 6: Combine with Present Knowledge: Combine Canvas entry properties with current buyer information platforms or analytics programs. This unified view of person information enhances insights and permits extra complete personalization methods.
Tip 7: Prioritize Knowledge Integrity: Make sure the accuracy and consistency of knowledge handed as entry properties. Inaccurate information can result in ineffective segmentation and irrelevant messaging, undermining the Canvas expertise.
By implementing the following tips, entrepreneurs can leverage Braze Canvas entry properties successfully, creating customized person journeys, driving conversions, and fostering stronger buyer relationships. These methods rework the Canvas from a static advertising device right into a dynamic platform for individualized communication.
The following conclusion summarizes the important thing takeaways and emphasizes the significance of incorporating these greatest practices into Braze Canvas methods.
Conclusion
Braze Canvas entry properties are elementary for orchestrating customized person journeys. These properties, encompassing marketing campaign supply, message variant, and customized information, dictate the circulation and content material inside a Canvas. Efficient utilization of those properties permits for focused messaging, dynamic content material changes, and real-time reactions based mostly on particular person person context. Understanding the connection between entry properties, person segmentation, and journey orchestration is essential for maximizing Canvas effectiveness. Correct information seize and constant naming conventions are important for sustaining information integrity and facilitating insightful evaluation. Correct implementation empowers entrepreneurs to ship related experiences, driving engagement, conversions, and stronger buyer relationships.
Leveraging Braze Canvas entry properties successfully transforms advertising automation from generic broadcasts to individualized conversations. This granular degree of management empowers manufacturers to have interaction customers with precision and relevance, fostering deeper connections and maximizing the impression of each interplay. The way forward for efficient advertising lies on this capacity to ship customized experiences, and Braze Canvas entry properties present a strong mechanism for attaining this objective. Continued exploration and strategic utility of those properties are important for remaining aggressive within the evolving digital panorama.
