Creating an Email Campaign

Email messages are great for delivering content to the user on their terms. They are also wonderful tools to re-engage users who may have even uninstalled your app! Customized and tailored email messages will enhance the user experience and help your user get the most value out of your app.

To see examples of email campaigns, check out our Client Integration Gallery.

Step 1: Create a New Campaign

From the Messaging Page, click “Create Campaign.”


Step 2: Choose your Template and Compose your Email

Choose an existing email template from the drop-down menu highlighted below and then draft your message.

If you’ve never created an email template before see our section on “Creating an Email Template”


Once you choose a template for your e-mail you’ll see an overview of your e-mail, where you can quickly jump to the fullscreen editor, change your sending info, and view warnings about deliverability or law compliance.


Step 2a: Preview and Test your Message

After you finish composing your perfect e-mail, you need to test it before sending it out! Navigate to the test page by clicking the “Preview and Test” button at the bottom of the overview screen. Use Preview as User to make sure that your connected content and personalization calls are working as they should and to get a sense of how your message may view on desktop vs. mobile. Use Test Sends to ensure that your e-mail displays properly on a variety of devices and e-mail clients.


Step 2b: Check for E-Mail errors

The new E-Mail Editor will call out problems with your message before you send. Here’s a list of errors that are accounted for in our editor:

Step 3: Schedule your Messaging Campaign


Message scheduling features include:

  • Schedule messages to send immediately, at a specific time, using “Intelligent Delivery”.
    • Intelligent Delivery: Braze allows you to define a window during which you would like a user to receive a notification and Braze will send it to each individual user at the time we determine they are most likely to engage. We make this calculation based upon a statistical analysis of the user’s past interactions with the app. Optimized Push Scheduling
  • Automatically schedule campaigns to send at a certain time with respect to the local time of each of your users.
  • Messages can also be configured to recur on a daily, weekly (optionally on specific days), or monthly basis.

Unless you select the option to “Message Repeatedly” in step 3 of the campaign wizard, each user will only receive the contents of a campaign once, and only new users that meet the criteria will receive the campaign on subsequent deliveries.

Step 4: Choose Conversion Events

Braze allows you to track how often users perform specific actions (Conversion Events) after receiving a campaign. You can specify any of the following actions as a “Conversion Event”:

  • Opens App
  • Makes Purchase
    • This can be a generic purchase or a specific item
  • Performs specific custom event
  • Opens Email
  • Clicks Email

You have the option of allowing up to a 30 day window during which a conversion will be counted if the user takes the specified action. While Braze automatically tracks opens and clicks for your campaign, you may wish to set the conversion event to be when a user opens or clicks on an email address to take advantage of Braze’s Intelligent Selection feature.

Step 5: Choose your Target Segment

Next, you need to choose the target segment from the dropdown menu. You’ll automatically be given a snapshot of what that segment population looks like right now, including how many users within that segment are reachable via email. Keep in mind that exact segment membership is always calculated just before the message is sent.

Target Segment

Optionally, you can also choose to limit delivery to a specified number of users within the segment, or allow users to recieve the same message twice upon a recurrence of the campaign as well.

Step 6: Review and Deploy

The final page will give you a summary of the campaign you’ve just designed. Clicking “Start Campaign” will enable it for sending. Confirm all the relevant details and watch the data roll in!


Results Data

Braze will show you the number of emails sent, opened, clicked through, sent to spam, and bounced for each campaign you deploy. Additionally, Braze’s email analytics tool allows for the ability to see how your users’ clicks are divided across the links in an email campaign. Clicking on each variation expands/collapses information on what percentage of users clicked on which link in an email campaign.


When looking at clicks for your variant, the clicks will reflect unique clicks. When you expand each variation, the clicks for each link within the variation will reflect total clicks (not unique). Braze also gives you the ability to visualize where users are clicking within a given email campaign.

Creating an Email Template

Email messages are great for delivering content to the user on their terms. They are also wonderful tools to re-engage users who may have even uninstalled your app. The Braze dashboard has an email template editor that allows you to create custom-tailored, eye-catching emails and save them for later use in campaigns.

Step 1: Navigate to the Email Template Editor

You can access the Email Template editor by clicking the ‘Templates & Media’ tab under Engagement on the navigation bar. By default you should open into the Email Template Gallery.

Email Templates

Step 2: Create or Choose a Template

Now, you can create a new template, or edit an existing template (plain or mobile responsive). If you’d like to create a new template, then you can choose from Braze’s predesigned templates, or you can choose to create a new layout.

New Template

Step 3: Customize Your Template

You can write your message within the rich-text editor or optionally flip over to our HTML editor to customize your content.

Braze will add a footer with an unsubscribe link at the bottom of your email by default. You can customize this footer in the Email Settings tab of the Manage App Group page. For more information, please read our custom footer documentation.

If you want to see how your email looks before sending it out to your users, you can send a test email to an address of your choosing through the Settings tab in the top right corner.

Enter Email Template Editing E-Mail Template Editor Guide

Our Editor supports HTML Autocomplete triggered by the ‘Tab’ key. It should be used on naked HTML tags. for example, use of tab on head will result in:

  <meta http-equiv="content-type" content="text/html; charset=utf-8" />

  <title>`substitute(Filename('', 'Page Title'), '^.', '\u&', '')`</title>


Step 3a: Check for Email Errors

The new E-Mail Editor will call out problems before you save. Here’s a list of errors that are accounted for in our editor:

Step 4: Save Your Template

Be sure to save your template by clicking the “Save Template” button in the bottom right corner of the editor. You’re now ready to use this template in any campaign you choose.

Edits made to an existing template will not be reflected in campaigns that were created using previous versions of that template.

To use your email template for an API campaign you will need the ‘email_template_id’, which can be retrieved from the bottom of any Email Template created within the dashboard. Below is an example of what this ID looks like:

Save Template

CSS Inlining

What is CSS inlining?

CSS Inlining is a form of email preprocessing that moves styles in a CSS style sheet into the body of an HTML email. The term “inlining” refers to the fact that styles are applied “inline” to individual HTML elements.

Why use CSS inlining?

For some email clients, CSS inlining can improve the way that emails render and help ensure that your emails look the way you expect.

How do I enable/disable CSS inlining?

You can control whether CSS Inlining is turned on or off for any email message through a checkbox in the Sending Info section of Braze’s Email Composer.


Additionally, a default on or off state can be set globally from Manage App Group > Email Settings > Inline CSS. This setting ensures that all new email messages start with the desired default value. Note that changing this setting will not affect any of your existing email messages. You can also override this default at any time while composing email messages.


Link Templates

Link Templates, allow users to append parameters or pre-append URI’s to all links in an Email message. This can be ideally used for the following use cases:

  1. Appending Google Analytics query parameters to all links in a given Email message easily.
  2. Pre-appending a URI to all links in a given Email message

On the Braze dashboard, Link Templates are found in the Templates & Media section. Dashboard users can create an unlimited number of Link Templates to support their various needs.

There are two types of Link Templates a user can create.

Clients who want to pre-append a string or URI before a link in their Email message can create a new Link Template and choose the Template position to be “Before URI”. This will allow you to enter a string that will always get appended before a URI. A preview section is provided to give you an example of the insertion process.


Clients who want to append query parameters after a URI in their Email message can create a new Link Template and choose the Template position to be “After URI”. This will allow you to enter query parameters (value=something) to end of each URI. You can have multiple parameters appended to the end of a URI.


Selecting a Template

Once your templates are setup, you can select which template you would like to use from the Email Editor Composer. Proceed to open the Email composer, click Content Library and select Link Templating tab. You will see all the links present in your Email and can add the template from there.



Q: Can I upload multiple templates to my Email?

Yes, you can insert as many templates as you would like in your Email messages. As best practice, you should test your emails to ensure that the links are not exceeding 2000 characters as most browsers will shorten or cut the links.

Q: How do I preview my links with all of the tags applied?

Once you have applied the Link Template, you can send yourself a test email to view all the links. Additionally you can open the links from the preview pane in a new tab to view the links. Lastly you can hover over the links in the Preview Pane and see them at the bottom of your browser.

Inbox Vision

Inbox Vision allows marketers to view their emails from the perspective of various email clients and mobile devices. Access Inbox Vision from the email editor by clicking the ‘Preview and Test’ button. It also allows you to spam test from the Spam Test tab.

Test Your Email

To test your email message in Inbox Vision, click ‘Preview and Test’ within the email composer. Braze then sends an HTML version of your email to various email clients used across the globe, which may take between two and ten minutes to complete.

Braze will then display screenshots of a sample, rendered HTML on desktops, mobile devices, and tablets. The devices in which screenshots are displayed are scrollable, to allow for better viewing.

If you run an Inbox Vision test, you will also receive a code analysis and spam testing results.


Code Analysis

Code analysis is a way for Braze to highlight issues that may exist with your HTML. Code analysis shows the number of occurrences of each issue and provides insight into which HTML elements are not supported.

inboxvision2 inboxvision3

Spam Testing

Spam testing attempts to predict whether your email will land in spam folders or in your customers’ inboxes. Spam testing runs across major spam filters, such as IronPort, SpamAssassin, and Barracuda, as well as major ISP filters such as and


Q: What does the reprocess screenshot button do?

A: Very rarely, you will encounter that some screenshots for certain email clients are not clear. The reprocess screenshot button will create another screenshot.

Q: Why does the email preview not appear but my code analysis does for the same client?

A: Taking a screenshot takes longer than code analysis since we wait till the email arrives in the inbox before taking the screenshot. As a result, sometimes the code analysis will show up faster than the preview for a particular email client.

Q: Can I trust the accuracy of your email test results?

A: All of our tests are run through actual email clients. We work hard to ensure that all renderings are as accurate as possible. If you consistently see an issue with an email client, please open a support ticket.