In-app messaging has become an essential tool for CRM marketers to enhance user engagement and improve the customer journey. Among the many platforms available, Braze stands out with its versatile features and robust personalization capabilities of in-app messaging. In this post, we’ll explore the key pros and cons of Braze in-app messaging functionality and how it can help your marketing efforts.
Pro 1: Simple and Powerful Functionality for Marketers
One of the standout benefits of Braze in-app messaging is its ease of use. The platform provides a user-friendly interface, allowing marketers to set up and send personalized messages without requiring a deep technical background. With it, it’s possible to create highly targeted messages based on customer behavior and preferences, leading to better segmentation and personalization.
This functionality lets marketers quickly deploy message templates that improve the user experience. Whether it’s an onboarding message or a promotion, it helps marketers stay agile and responsive to real-time customer needs.
Pro 2: Multi-Channel Communication
Braze impresses with its multi-channel communication capabilities, allowing marketers to easily orchestrate and automate their messaging strategies across various channels. This is particularly beneficial for CRM marketers who need to ensure consistent communication with users, whether through push notifications, in-app messages, or emails. The ability to manage these channels within a single platform streamlines the process and saves time, making it easier to execute complex campaigns efficiently.
Pro 3: Built-in A/B Testing and Analytics
Braze offers built-in A/B testing features and an intuitive analytics dashboard that makes it easy for marketers to evaluate their campaigns’ performance. This enables teams to optimize their in-app messaging strategies, identifying what works best for driving user engagement and retention.
Con 1: Limited Data Points and AI Features
One of the challenges with Braze in-app messaging is the limited amount of data points available for segmentation. For CRM marketers aiming for highly granular targeting, this can be frustrating. Additionally, while Braze offers AI-powered copywriting tools, users have reported that the results are often lackluster, with many describing the output as “cringy” and not aligned with their brand voice.
Con 2: Customization Requires Developer Resources
While Braze in-app messaging offers a wide range of message templates, customizing these templates can be difficult without developer assistance. Issues with formatting, such as font sizes and spacing, may arise, and modifying the content layout often requires technical expertise. For CRM marketers operating without dedicated development resources, this can become a challenge.
This is where IAM Studio becomes invaluable. With no code message templates, IAM Studio allows marketers to create, edit, and deploy customized in-app messages without requiring developer support. This capability empowers marketing teams to manage their messaging strategies independently, helping them bypass the technical limitations often faced with Braze in-app messaging customization.
Con 3: Limited Template Variety
While Braze offers a range of message templates, some marketers may find the options too limited, especially when compared to more customizable platforms. For teams that need highly specific designs or layouts, Braze’s default templates can feel restrictive.
However, using external solutions can help bridge this gap. For instance, while Braze’s customization may require developer input, platforms like IAM Studio provide 26+ no code templates, allowing marketers to easily create, edit, and deploy messages without the need for technical resources. This ensures flexibility and ease, even for non-developers, in crafting tailored in-app messages.
Maximizing Braze with the Right Tools
Braze in-app messaging is highly effective but comes with its share of limitations, particularly for teams without technical resources. For CRM marketers looking to fully leverage Braze’s capabilities, integrating a no code platform like IAM Studio can make all the difference. IAM Studio complements Braze in-app messaging by enabling better customization, enhanced segmentation, and simplified message deployment-without the need for developers. By using the right combination of tools, CRM marketers can enhance their in-app messaging strategies in Braze, driving greater customer engagement and improving the overall user experience.