Within Braze Canvas, the attributes associated with an individual’s entry point dictate the personalized user journey. For example, a user clicking a specific link in an email might have different entry attributes compared to a user entering from a push notification. These attributes could include the campaign source, the specific message variant, or any custom data passed at the time of entry.
Leveraging these individual-level entry characteristics allows for highly tailored experiences within the Canvas. This dynamic segmentation facilitates relevant messaging and optimized user journeys, ultimately driving increased engagement and conversions. Understanding these attributes provides a granular level of control over user flow, enabling marketers to react in real-time to specific user behaviors and entry points. This level of personalization was not always possible with older marketing automation tools, showcasing the evolution toward individualized customer experiences.
This foundation of personalized entry points underpins several key Canvas functionalities. The following sections will delve into specific use cases, advanced implementation strategies, and best practices for optimizing Canvas flows based on individual entry data.
1. Campaign Source
Campaign Source represents the origin point of a user’s entry into a Braze Canvas. Accurate identification of the Campaign Source is fundamental for attributing user behavior and tailoring subsequent interactions within the Canvas. This allows marketers to understand which campaigns are most effective at driving desired outcomes.
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Email Campaigns
Users entering a Canvas from a specific email campaign can be tagged with the campaign’s ID. This allows for targeted messaging and personalized content within the Canvas based on the email’s subject matter, for instance, offering a discount code to users who clicked through a promotional email.
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Push Notifications
Different push notifications can trigger unique entry points into a Canvas. A user clicking a push notification about a limited-time sale could be routed to a Canvas flow showcasing featured products, while a user responding to a back-in-stock notification would see a different path.
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In-App Messages
In-app messages can serve as entry points, directing users to specific sections of a Canvas based on their in-app behavior. For example, a user interacting with a feature announcement within the app could be directed to a Canvas flow demonstrating the new feature’s benefits.
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Content Cards
Content Cards, delivered through Braze’s News Feed feature, can also trigger Canvas entries. Clicking a specific Content Card could lead a user to a relevant Canvas flow, creating a seamless transition from discovery to engagement.
Understanding the Campaign Source provides crucial context for personalizing the user journey within the Canvas. This granular level of control allows marketers to optimize messaging and offers based on the initial point of engagement, ultimately increasing conversion rates and user lifetime value. By analyzing Campaign Source data, marketers can also gain insights into which channels are most effective for driving desired user actions.
2. Message Variant
Message Variant, a critical component of Braze Canvas entry properties, represents the specific version of a message a user interacts with before entering a Canvas. This granular distinction allows for highly targeted experiences within the Canvas based on the precise content seen by the user. The cause-and-effect relationship between Message Variant and subsequent Canvas experience is significant. For instance, an A/B test of two email variants, one emphasizing a product’s features and the other its affordability, can lead users to distinct Canvas paths. Users clicking through the feature-focused email might be directed to a Canvas flow showcasing advanced functionalities, while those clicking the price-focused variant could be presented with special offers and budget-friendly options. This level of personalization enhances relevance and engagement.
Consider a retailer running a promotion with multiple discount tiers. Each tier could be presented as a separate Message Variant within an email campaign. Upon clicking their respective offer, users would enter the Canvas with a pre-determined discount level already applied. This streamlines the purchase process and minimizes friction. Similarly, different Message Variants within a push notification campaign, perhaps promoting different product categories, can lead users to personalized product recommendations within a Canvas. Analyzing Message Variant data provides insights into which messaging resonates most effectively with specific user segments, informing future campaign optimization strategies.
Understanding the influence of Message Variant on Canvas entry is crucial for maximizing the effectiveness of personalized messaging. This granular control enables marketers to craft cohesive and relevant user journeys, aligning the initial message with the subsequent Canvas experience. Challenges may include managing a large number of Message Variants and ensuring consistent data tracking. However, the ability to tailor Canvas flows based on specific message interactions provides a powerful tool for driving conversions and fostering deeper user engagement within the broader marketing ecosystem.
3. Custom Data
Custom data significantly enhances the power of Braze Canvas entry properties, enabling personalized user experiences tailored to individual attributes beyond standard campaign parameters. This data, passed into the Canvas at the point of entry, unlocks granular control over user journeys and facilitates highly targeted messaging. Understanding how custom data interacts with Canvas functionality is essential for maximizing its potential.
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User Preferences
Passing user preferences, such as preferred product categories or communication channels, as custom data allows for immediate personalization within the Canvas. For instance, a user who has previously indicated a preference for athletic wear could be directed to a Canvas flow showcasing new arrivals in that category. This tailored experience enhances relevance and reduces the need for users to navigate through irrelevant content.
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Purchase History
Leveraging purchase history as custom data enables targeted product recommendations and cross-selling opportunities within the Canvas. A user who recently purchased running shoes might be shown a Canvas flow suggesting related accessories like socks or insoles. This data-driven approach increases the likelihood of conversion by presenting relevant products based on past behavior.
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Loyalty Status
Integrating loyalty status as custom data allows for differentiated experiences within the Canvas. High-value customers could be presented with exclusive offers or early access to new products, fostering a sense of exclusivity and appreciation. This personalized approach strengthens customer relationships and encourages repeat purchases.
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Real-Time Event Data
Incorporating real-time event data, such as adding an item to a cart or browsing a specific product category, as custom data enables dynamic Canvas flows that react to immediate user actions. A user adding a high-value item to their cart could be shown a Canvas flow offering expedited shipping or a personalized discount, incentivizing immediate purchase completion. This real-time personalization maximizes conversion opportunities.
By strategically leveraging custom data, marketers can create highly personalized Canvas experiences that resonate with individual users. This granular level of control enhances user engagement, drives conversions, and fosters stronger customer relationships. The effective use of custom data transforms the Canvas from a static marketing tool into a dynamic platform for individualized communication, maximizing the impact of every user interaction.
4. User Segmentation
User segmentation within Braze Canvas relies heavily on entry properties. These properties act as filters, dividing users into distinct groups based on their initial interaction with a campaign. This segmentation is crucial for delivering personalized experiences within the Canvas flow. The cause-and-effect relationship is clear: specific entry properties determine the segment a user falls into, which in turn dictates the subsequent messaging and content they receive. For example, users entering a Canvas from a welcome email might be segmented differently than those entering from an abandoned cart reminder. This distinction allows for tailored onboarding experiences versus targeted product recovery messages.
As a core component of Braze Canvas entry properties, user segmentation enables marketers to address specific user needs and behaviors. Consider a travel app where users enter a Canvas after clicking a flight deal notification. Entry properties like destination city and travel dates can segment users, allowing for tailored recommendations on hotels, activities, and local transportation options within the Canvas. This targeted approach enhances the user experience and increases conversion potential. Another practical application lies in subscription services. Users entering a Canvas after a free trial expiration can be segmented based on their usage patterns during the trial. This allows for personalized messaging within the Canvas, offering tailored subscription plans or incentives to convert based on individual needs.
Effective user segmentation based on entry properties is essential for maximizing the impact of Braze Canvas. It allows for personalized messaging and targeted content delivery, leading to increased engagement and conversions. However, maintaining accurate and up-to-date user data is crucial for successful segmentation. Overly complex segmentation strategies can also create challenges in managing and analyzing campaign performance. Ultimately, a well-defined segmentation strategy, driven by insightful analysis of entry properties, is key to unlocking the full potential of Braze Canvas and achieving marketing objectives.
5. Real-time Reactions
Real-time reactions within Braze Canvas leverage entry properties to deliver immediate, personalized experiences based on user behavior. These reactions are triggered by the specific attributes associated with a user’s entry point, allowing for dynamic content adjustments and targeted messaging within the Canvas flow. This immediate responsiveness is crucial for maximizing engagement and conversions.
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Immediate Personalization
Entry properties, such as the campaign source or custom data, inform real-time content adjustments within the Canvas. For example, a user entering a Canvas from a specific product category page on a website could be immediately presented with relevant product recommendations or special offers within the Canvas flow. This immediate personalization enhances the user experience and increases the likelihood of conversion.
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Dynamic Content Adjustments
Real-time reactions enable the Canvas to adapt to user behavior at the moment of entry. A user entering a Canvas with a high cart value might be shown expedited shipping options or exclusive discounts, incentivizing immediate purchase completion. Conversely, a user entering from a re-engagement campaign could be presented with personalized recommendations based on past browsing history. These dynamic adjustments optimize the Canvas experience for each individual user.
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Targeted Messaging Based on Entry Source
The source of a user’s entry into the Canvas, whether from an email, push notification, or in-app message, can trigger specific real-time reactions. A user entering from an abandoned cart email could be shown a Canvas flow highlighting the items left in their cart and offering incentives to complete the purchase. This targeted messaging increases the effectiveness of recovery campaigns.
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Behavioral Triggered Experiences
Real-time reactions can be triggered by specific user behaviors within the app or website prior to Canvas entry. For instance, a user who recently viewed a particular product category could be presented with a Canvas flow showcasing related products or special offers within that category upon entering the Canvas. This behavior-driven personalization enhances engagement and promotes product discovery.
The ability to react in real-time to user entry properties transforms Braze Canvas from a static marketing tool into a dynamic platform for individualized communication. By leveraging these properties to trigger immediate and personalized experiences, marketers can maximize engagement, drive conversions, and foster deeper customer relationships. This responsiveness is a key differentiator in today’s competitive marketing landscape, enabling brands to deliver relevant and timely experiences that resonate with individual users.
6. Journey Orchestration
Journey orchestration within Braze Canvas relies heavily on entry properties. These properties serve as the initial signposts, directing users down specific paths within the Canvas based on their individual context. This connection between entry properties and journey orchestration is fundamental to creating personalized and dynamic user experiences. The specific attributes a user carries upon entry, such as campaign source, message variant, or custom data, dictate the subsequent steps in their journey through the Canvas. This cause-and-effect relationship allows marketers to tailor user experiences based on the initial interaction, leading to increased engagement and conversions. For example, a user entering a Canvas from a welcome email might be guided through an onboarding flow, while a user entering from an abandoned cart email would be directed toward product recovery messaging. Without proper orchestration based on entry properties, the Canvas experience becomes generic and less effective.
Consider an e-commerce platform using Braze Canvas. A user clicking a “new arrivals” promotion in an email enters the Canvas with that specific context as an entry property. The journey orchestration can then leverage this information to showcase relevant new arrivals within the Canvas, creating a seamless and personalized experience. Conversely, a user entering the Canvas from a price-drop alert would be routed to a different journey, focusing on items they’ve previously shown interest in. In another scenario, a user’s loyalty status, passed as custom data upon Canvas entry, can influence the journey orchestration. High-value customers could be presented with exclusive offers or personalized recommendations, fostering a sense of exclusivity and strengthening customer relationships. These tailored journeys, driven by entry properties, significantly enhance the effectiveness of marketing campaigns.
Effective journey orchestration, informed by Braze Canvas entry properties, is crucial for maximizing user engagement and achieving marketing objectives. It allows for personalized experiences and targeted messaging, increasing conversion rates and fostering stronger customer relationships. However, complex orchestration logic can present challenges in terms of management and maintenance. Balancing complexity with effective personalization is key. Furthermore, maintaining data integrity and ensuring accurate entry property capture are essential for successful journey orchestration. By understanding the intricate relationship between entry properties and journey orchestration, marketers can unlock the full potential of Braze Canvas and deliver impactful, individualized user experiences.
7. Personalized Experiences
Personalized experiences within Braze Canvas are fundamentally linked to entry properties. These properties act as the foundation upon which tailored user journeys are built. The cause-and-effect relationship is direct: the attributes a user carries upon entering the Canvas determine the subsequent content and messaging they receive. This connection between entry properties and personalized experiences is crucial for maximizing engagement and conversions. Without leveraging these entry points effectively, the Canvas experience risks becoming generic and less impactful.
Consider a scenario where a user enters a Canvas after clicking a promotional email about a specific product category. The email campaign ID, passed as an entry property, allows the Canvas to immediately showcase relevant products within that category. This targeted approach creates a seamless and personalized experience, increasing the likelihood of conversion. In another example, a user’s past purchase history, passed as custom data upon Canvas entry, can be used to recommend complementary products or offer personalized discounts within the Canvas. This level of personalization fosters customer loyalty and drives repeat purchases. Furthermore, entry properties like user location or device type can be leveraged to tailor the Canvas experience, ensuring content relevance and optimizing display formatting. These tailored experiences, driven by entry properties, significantly enhance the effectiveness of marketing campaigns.
The ability to craft personalized experiences based on entry properties is a key strength of Braze Canvas. This functionality allows marketers to move beyond generic messaging and create individualized user journeys that resonate with specific needs and behaviors. However, effectively leveraging entry properties for personalization requires careful planning and execution. Maintaining accurate and up-to-date user data is crucial. Furthermore, striking a balance between granular personalization and respecting user privacy is essential. Overly complex personalization strategies can also create challenges in managing and analyzing campaign performance. By understanding the critical link between entry properties and personalized experiences, and by addressing these associated challenges, marketers can unlock the full potential of Braze Canvas and deliver truly impactful user journeys.
Frequently Asked Questions
This section addresses common inquiries regarding Braze Canvas entry properties, providing clarity on their functionality and strategic application.
Question 1: How do entry properties differ from standard user attributes within Braze?
Standard user attributes represent persistent characteristics, while entry properties are specific to a user’s entry point into a given Canvas. They provide contextual information about the interaction triggering the Canvas entry.
Question 2: What is the maximum number of custom entry properties that can be passed into a Braze Canvas?
While Braze supports a substantial number of custom attributes, maintaining a manageable number of key properties is recommended for efficient analysis and optimal performance. Consult Braze documentation for platform-specific limitations.
Question 3: Can entry properties be modified after a user has entered a Braze Canvas?
Entry properties are fixed upon entry and cannot be directly modified within the Canvas flow. However, subsequent user actions within the Canvas can trigger updates to standard user attributes.
Question 4: How are entry properties used in conjunction with A/B testing within Braze Canvas?
Entry properties can segment users entering a Canvas from different variants of an A/B test, enabling tailored experiences based on the specific message or content that led to their entry.
Question 5: What are some best practices for naming and organizing custom entry properties within Braze?
Employing a consistent naming convention and a clear organizational structure for custom entry properties is crucial for maintaining data integrity and facilitating efficient analysis. A well-defined taxonomy prevents confusion and promotes scalability.
Question 6: How can entry properties be used to measure the effectiveness of different marketing campaigns within Braze Canvas?
Analyzing the performance of users segmented by different entry properties offers insights into the effectiveness of various campaigns in driving desired outcomes within the Canvas. This granular analysis informs future campaign optimization strategies.
Understanding these key aspects of Braze Canvas entry properties is crucial for leveraging their full potential. Effective utilization of these properties allows for personalized user experiences, optimized journeys, and improved marketing campaign performance.
The following section delves into advanced use cases and practical examples of implementing entry properties within Braze Canvas.
Optimizing Braze Canvas with Entry Properties
Strategic use of entry properties is crucial for maximizing the effectiveness of Braze Canvas. The following tips provide practical guidance for leveraging these properties to create personalized and impactful user experiences.
Tip 1: Consistent Naming Conventions: Employ a consistent and descriptive naming convention for all custom entry properties. This ensures clarity and maintainability, especially as the number of properties grows. For example, use prefixes like “email_” or “push_” to indicate the source of the entry.
Tip 2: Strategic Data Capture: Capture only essential data as entry properties. Avoid unnecessary data collection to maintain optimal performance and respect user privacy. Focus on information directly relevant to the user’s journey within the Canvas.
Tip 3: Leverage Custom Data: Maximize the potential of custom data to personalize the Canvas experience. Pass relevant user attributes, such as purchase history, preferences, or loyalty status, to tailor content and messaging.
Tip 4: Test and Iterate: Continuously test and refine the use of entry properties. Analyze campaign performance based on different entry segments to identify areas for optimization. Experiment with different messaging and content variations to maximize impact.
Tip 5: Clear Documentation: Maintain thorough documentation of all entry properties and their intended use. This documentation facilitates collaboration, ensures consistency, and simplifies troubleshooting.
Tip 6: Integrate with Existing Data: Integrate Canvas entry properties with existing customer data platforms or analytics systems. This unified view of user data enhances insights and enables more comprehensive personalization strategies.
Tip 7: Prioritize Data Integrity: Ensure the accuracy and consistency of data passed as entry properties. Inaccurate data can lead to ineffective segmentation and irrelevant messaging, undermining the Canvas experience.
By implementing these tips, marketers can leverage Braze Canvas entry properties effectively, creating personalized user journeys, driving conversions, and fostering stronger customer relationships. These strategies transform the Canvas from a static marketing tool into a dynamic platform for individualized communication.
The subsequent conclusion summarizes the key takeaways and emphasizes the importance of incorporating these best practices into Braze Canvas strategies.
Conclusion
Braze Canvas entry properties are fundamental for orchestrating personalized user journeys. These properties, encompassing campaign source, message variant, and custom data, dictate the flow and content within a Canvas. Effective utilization of these properties allows for targeted messaging, dynamic content adjustments, and real-time reactions based on individual user context. Understanding the relationship between entry properties, user segmentation, and journey orchestration is crucial for maximizing Canvas effectiveness. Accurate data capture and consistent naming conventions are essential for maintaining data integrity and facilitating insightful analysis. Proper implementation empowers marketers to deliver relevant experiences, driving engagement, conversions, and stronger customer relationships.
Leveraging Braze Canvas entry properties effectively transforms marketing automation from generic broadcasts to individualized conversations. This granular level of control empowers brands to engage users with precision and relevance, fostering deeper connections and maximizing the impact of every interaction. The future of effective marketing lies in this ability to deliver personalized experiences, and Braze Canvas entry properties provide a powerful mechanism for achieving this goal. Continued exploration and strategic application of these properties are essential for remaining competitive in the evolving digital landscape.
