In today’s digital world, personalization has become a necessity rather than a competitive advantage. Marketers now need tools that go beyond basic segmentation, enabling them to deliver highly tailored experiences at scale. The Braze Liquid feature offers a powerful solution, allowing marketers to create dynamic, data-driven messages that adapt to each user’s unique attributes and behaviors.
What is the Braze Liquid Feature?
Originally developed by Shopify, Liquid is a flexible templating language designed to generate dynamic content. The Braze Liquid feature incorporates this language to help marketers customize messages with user-specific data, such as names, preferences, or purchase history. When paired with Braze’s comprehensive data capabilities, Liquid enables hyper-personalized communications that feel custom-tailored to each user.
Why the Liquid is a Game-Changer for Personalization
While most personalization tools allow for basic data insertion, such as adding a user’s first name, the Braze Liquid feature takes it further by enabling condition-based messaging that adapts based on user behaviors, attributes, and real-time events. This results in more effective, relevant communication.
With the Braze Liquid feature, you can:
- Display different offers based on a user’s purchase history or membership status.
- Personalize in-app messages by dynamically inserting content blocks, such as exclusive deals or upcoming events.
- Use conditional logic to send different messages based on a user’s device type, location, or recent actions.
Key Features of the Liquid
Personalization Tags
The Braze Liquid feature makes it easy to integrate personalization tags, pulling in dynamic user data to make your messages more relevant. Tags can reference:
- Default Attributes: Basic information like names, birthdays, or most recently used app versions.
- Custom Attributes: User-specific data such as loyalty program status or membership expiration dates.
- Event Properties: Information from past user interactions, such as category preferences or recent purchases.
Example: You can greet users by name ({{${first_name}}}) and reference their last purchase category ({{event_properties.${primary_category_name}}}) in a push notification. For more information, visit here.
Conditional Logic
It also supports conditional statements ({% if ... %}), which allow messages to adapt to user-specific conditions.
Example: Deliver one message for iOS users and another for Android users, based on their device ({{most_recently_used_device.${os}}}).
Data Filters and Calculations
With the Braze Liquid feature, filters allow you to manipulate data directly within your templates. This includes formatting dates, performing calculations, or even displaying countdowns, making your messages more dynamic and engaging.
Example: Calculate how many days are left until a coupon expires and send a personalized reminder ({% assign days_left = ... %}).
Loops and Iterations
Using loops ({% for %}),within the Liquid, you can iterate through collections of user data, perfect for displaying multiple personalized offers or recommendations in a single message.
Example: Loop through a user’s available coupons and dynamically display each one, along with its discount and expiration date.
You can test your regular expressions through Braze Regex Debugger.
Using the Liquid to Create Smarter Campaigns
Imagine you’re running a re-engagement campaign aimed at users who haven’t interacted with your app recently. Instead of sending a generic message, the Braze Liquid feature enables you to:
- Offer a discount personalized to their last purchase.
- Remind them about loyalty points about to expire.
- Provide different offers depending on whether they use iOS or Android.
By combining user attributes, event properties, and conditional logic, you can craft personalized messages that resonate with each individual user, boosting engagement and conversion rates. You can learn more about how to use liquid in Braze here.
Best Practices for Utilizing the Liquid
To make the most of the Braze Liquid feature, consider the following best practices:
- Keep it simple: While Liquid allows for complex logic, your messages should be easy to follow. Avoid over-complicating content.
- Test thoroughly: Test different conditions, especially when using loops or conditional logic, to ensure your messages perform as expected.
- Use A/B Testing: Experiment with message variations to see which version resonates best with your audience. For example, test personalized offers versus generic ones to optimize conversion rates.
- Balance automation with a human touch: Personalization should feel natural. Ensure that even automated content feels personal, not mechanical.
Final Thoughts
The Braze Liquid feature empowers marketers to craft highly personalized messages that respond to each user’s unique behaviors and preferences. By leveraging this tool, you can move beyond basic personalization and deliver dynamic, impactful content that truly resonates with your audience. Whether you’re running a loyalty program, promoting a special offer, or aiming to re-engage inactive users, the Braze Liquid feature allows you to create messages that stand out in today’s crowded digital landscape.