• by Ray Schultz , January 26, 2021

Braze has launched new features that it says can help firms deliver personalized experiences at unpredictable times. 

The new offerings include a Global Control Groups update, an Image Push available on Android, and SMS Custom Keyword Processing.

The tools are designed to “enable brands to create more personalized cross-channel experiences that keep customers engaged,” states Kevin Wang, senior vice president of product at Braze. 

The Global Control Groups feature allows marketers to measure the impact of their customer engagement strategies, the company claims. 

The new SMS capability enables two-way messaging with custom keyword sets to trigger auto-response, the company says. 

One client, Latin American fashion platform Dafiti, has used Global Control Groups to “test more often instead of worrying about complex and manual setups and data mining processes, which has led to more personalized and engaging cross-channel campaigns,” states Matheus Meira, head of performance marketing at Dafiti.