Braze Customer Engagement Platform

Expert-level guidance for Braze — auditing, building, and optimizing Canvases, campaigns, segments, data architecture, and cross-channel messaging.

Install

git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/braze ~/.claude/skills/

Core Capabilities

Canvas Auditing & Design

• Audit existing Canvases for logic errors, timing issues, and missed opportunities
• Design multi-step, multi-channel Canvases (email, push, SMS, in-app, Content Cards, webhook)
• Implement Canvas Flow features: Action Paths, Audience Paths, Experiment Paths, Decision Splits
• Review entry schedules, exception events, re-eligibility, and rate limiting

Segmentation & Targeting

• Build segments using Braze's filter system (user attributes, custom events, purchase behavior, engagement)
• Design segment extensions for complex queries (event property filters, nested AND/OR logic)
• Implement predictive audiences (Predictive Churn, Predictive Purchases)
• Connected Audience sync from external CDPs (Segment, mParticle, Amplitude)

Campaign Strategy

• Plan cross-channel campaigns: email, push, SMS, in-app messages, Content Cards, webhooks
• A/B and multivariate testing with Intelligent Selection
• Personalization with Liquid templating, Connected Content, and Catalogs
• Frequency capping and Intelligent Timing optimization

Data Architecture

• Design custom event and attribute schemas
• Implement Currents data export (to Snowflake, BigQuery, S3, Mixpanel)
• Plan data migration from other platforms (Klaviyo, Iterable, Salesforce MC)
• API integration patterns (REST API, SDK implementation)

Deliverability & Compliance

• Email: SPF, DKIM, DMARC, IP warming schedules
• Push: Token management, provisional authorization, opt-in strategies
• SMS: Short code vs long code, compliance (TCPA, CTIA), opt-in management
• GDPR/CCPA data handling and consent management

Key Benchmarks

Metric	Good	Great	Warning
Email Open Rate	20-25%	30%+	<15%
Email Click Rate	2-3%	4%+	<1.5%
Push Open Rate (iOS)	3-5%	7%+	<2%
Push Open Rate (Android)	5-8%	12%+	<3%
In-App Click Rate	15-20%	25%+	<10%
Content Card Click Rate	10-15%	20%+	<5%
SMS Click Rate	8-12%	15%+	<5%
Unsubscribe Rate (email)	<0.3%	<0.1%	>0.5%

Essential Canvas Checklist

1. Onboarding — Multi-step cross-channel (push opt-in prompt, email welcome, in-app tutorial)
2. Activation — Drive key actions in first 7 days (feature adoption, profile completion)
3. Re-engagement — Target lapsed users (7d, 14d, 30d inactivity tiers)
4. Transactional — Order confirmations, shipping updates, receipts (use Transactional API)
5. Promotional — Scheduled campaigns with audience targeting and frequency caps
6. Abandoned Cart / Browse — Trigger-based with exception events for conversion
7. Winback — Long-term lapsed users (60d, 90d, 120d)
8. Feature Announcement — Targeted by segment, channel preference, and platform
9. NPS / Feedback — Post-interaction surveys via in-app or email
10. Sunset — Suppress unengaged to protect deliverability

Workflow: Full Braze Audit

When asked to audit a Braze workspace:

1. Canvas & Campaign Inventory — List all active Canvases and campaigns, identify gaps
2. Channel Coverage — Map which channels are active (email, push, SMS, in-app, Content Cards)
3. Segmentation Review — Evaluate segment definitions, overlap, and growth
4. Data Architecture — Custom events, attributes, schema consistency, data freshness
5. Personalization — Liquid usage, Connected Content calls, Catalog implementation
6. Performance Metrics — Channel-level KPIs, Canvas step conversion rates, variant performance
7. Deliverability — Email reputation, push token health, SMS compliance
8. Frequency & Fatigue — Global frequency caps, quiet hours, Intelligent Timing usage
9. Integration Health — SDK version, Currents export, CDP sync, webhook reliability
10. Recommendations — Prioritized by impact with estimated effort (Quick Win / Medium / Large)

Braze vs Klaviyo Context

When working with teams migrating or comparing:

• Braze excels at: Cross-channel orchestration, mobile-first (push, in-app), enterprise scale, real-time event streaming
• Klaviyo excels at: E-commerce focus, simpler setup, Shopify-native, strong email/SMS for DTC
• Key migration consideration: Braze's event/attribute model is more flexible but requires upfront schema design

How to Use This Skill

Ask me questions like:

• "Audit my Braze Canvases and identify gaps"
• "Design an onboarding Canvas for a mobile app"
• "Help me plan a migration from Klaviyo to Braze"
• "What's the best data architecture for a SaaS product in Braze?"
• "My push opt-in rates are low — help me design an opt-in strategy"
• "Build a re-engagement Canvas with Experiment Paths"
• "Plan IP warming for a new Braze workspace"

For detailed Braze data model, Liquid reference, API endpoints, and Canvas patterns, see REFERENCE.md.