Cross-channel Campaign Orchestration
Created a seamless cross-channel campaign strategy using Braze Canvas to coordinate messaging across email, push, SMS, and in-app messaging.
We partnered with a leading financial services provider to design and implement a sophisticated cross-channel campaign orchestration system using Braze Canvas.
The Challenge
The client's customer communications were siloed across separate channels with inconsistent messaging, timing conflicts, and poor coordination. This led to customer confusion, messaging fatigue, and diminished campaign effectiveness. They needed a unified approach to orchestrate communications across email, push notifications, SMS, and in-app messaging.
Our Approach
We developed a comprehensive cross-channel strategy using Braze's Canvas Flow:
- Created a centralized campaign planning framework with channel-specific considerations
- Developed advanced Canvas journeys with intelligent channel selection based on user preferences and behavior
- Implemented frequency capping and communication rules to prevent message fatigue
- Built channel fallback logic to ensure message delivery even when primary channels failed
- Created synchronized messaging templates to maintain consistent branding and messaging across channels
- Implemented cross-channel attribution modeling to measure campaign effectiveness
- Designed custom reporting dashboards for holistic campaign performance tracking
Results
The cross-channel orchestration strategy delivered significant improvements:
- 49% increase in overall campaign engagement rates
- 37% improvement in conversion for financial product offerings
- 62% reduction in customer complaints about excessive communications
- 22% increase in mobile app activity through coordinated messaging
- Ability to execute complex multi-step journeys across 4+ channels simultaneously
- Increased operational efficiency with marketing team productivity up 35%
- Complete view of customer engagement across all communication channels
Key Innovations
The project introduced several innovative approaches:
- AI-powered channel selection algorithms based on historical engagement patterns
- Real-time journey adaptation based on customer financial behaviors
- Integration with financial transaction systems for trigger-based communications
- Regulatory compliance framework built into messaging templates
- Custom Canvas components for financial service-specific use cases