NEW YORK, Nov. 16, 2017 /PRNewswire/ -- Braze (formerly Appboy), the leading lifecycle engagement platform that automates sophisticated marketing and growth strategies at scale, today launches a Cross-Channel Difference Report analyzing how breaking down silos and embracing multiple messaging channels can boost engagement. The report was released in conjunction with the Braze new brand identity announcement, including logo, voice, and more.
Braze analyzed over 300 million global consumers and their interactions with marketing messages across a variety of channels for what strategies maximized and amplified efforts.
Highlights from the report:
- Consumers who receive cross-channel messaging from brands show 844% higher engagement rates than individuals who are sent no messages.
- When consumers receive outreach via two or more channels, levels of engagement are 166% higher than the single-channel rate.
- Consumers show more than a 224% increase in engagement when they receive push with in-app messages, compared to consumers targeted with push messages alone.
- Consumers who receive in-app messages with email also show a 185% increase in engagement, compared to consumers who receive email alone.
"Silos and one size fits all marketing cloud solutions are a thing of the past. A merging of product and marketing experiences—and the data and teams who deliver them—is the future," commented Myles Kleeger, President and Chief Revenue Officer of Braze. "The brands who embrace this philosophy and invest in strategies and capabilities to deliver on it, are the brands winning in the marketplace. The future of marketing is connected and our data analysis demonstrates that it's important for all of these components to work together to create brilliant experiences, at scale."
The new brand identity, shifting from Appboy to Braze, better communicates the company's commitment to orchestrating brilliant, personalized experiences at scale between consumers and the brands they love. In the last three months, Braze received backing from Meritech — a leading provider of growth stage venture capital — in September on the heels of its recent Series D $50 million funding round led by ICONIQ Capital. Braze was also recently recognized as a Leader in The Forrester Wave™: Mobile Engagement Automation (MEA), Q3 2017 evaluation.
"We are introducing our new identity to better reflect our product offering and speak to the advancements of marketing experiences going well beyond SMS and push notifications," said Marissa Aydlett, SVP of Marketing of Braze. "The name reflects both the product—which has been cross-channel and cross-platform since day one—as well as the company's mission to bring people together through technology. At its core, Braze brings unity to the brand-customer relationship, and brings data, technology, and teams together."
The new brand was introduced today across the Braze website and communications channels.
The new name Braze, meaning "to unite," signifies company evolution during a period of tremendous growth, and clear recognition that the technology ecosystem of channels and platforms extends beyond apps. For more information and to view the full report, visit braze.com.
Comments on the news:
"For millions of people, Postmates is the go-to app they depend on when they're hungry, time-strapped and need something delivered in minutes. The scale and time-sensitive nature of our business means that we can't afford to wait for our data. Braze's commitment to open access and their investments in near instantaneous event updating with Currents allows our team to access, analyze, and action off of this customer data in real-time," said Andrew Touchstone, Director of Growth Marketing of Postmates. "This, combined with the fact that we have centralized all of our engagement marketing on the platform, means we can work smarter, faster, and more efficiently to deliver timely communications that perform."
"The Braze team has been instrumental in helping us set up our data collection process to enable deep experimentation with marketing messaging and real-time campaign optimization," said Alberto Martinez-Interiano, Product Marketing Lead of Microsoft Office Mobile Apps. "The platform helps us build stronger relationships with our users and enable increased productivity for their teams and organizations."
"With Braze, alerting our Trainline customers with personalized messages related to schedule updates, platform changes, travel disruptions, and cancellations through API triggered campaigns is incredibly valuable in delivering the best customer experience possible," commented Andreas Edebol, Head of CRM of Trainline. "The Braze platform enables our CRM, marketing, and developer teams to work together to quickly and efficiently scale our digital marketing presence and integrated experience we provide to customers."
About Braze (formerly Appboy)
Braze (formerly Appboy) is a lifecycle engagement platform that forms strong bonds between people and the brands they love. We empower brands to humanize their connections with customers through technology, resulting in better experiences and increased retention, lifetime value, and ROI. Teams use Braze to deliver highly personalized messaging experiences that span across channels, platforms, and devices. This is made possible by our stack, which is located at the core of a modern marketing technology ecosystem.
Braze is a venture-backed company with hundreds of employees. Our offices are located in New York City, San Francisco, and London. Most recently, we've been named a Leader in the Forrester Wave™: Mobile Engagement Automation, Q3 2017 evaluation. We've received the Digiday Signal Award for Best CRM, in addition to being named VentureBeat Omnichannel MMA's "Best Bet," a Cloud100 Rising Star in Forbes, and #21 in the Deloitte Technology Fast 500 List. Learn more at Braze.com.
Senior Communications Specialist