Braze Alloys

The Six Pillars of Braze Alloys: Additional Channels

Mary Kearl By Mary Kearl Dec 23, 2019

In 2018, we launched Braze Alloys in order to simplify the process of creating a bespoke customer engagement ecosystem. When it comes to technology partners, our Braze Alloys partnership hub is built around six distinct categories—this week, we’ll be exploring Additional Channels partners.

While a typical marketing engagement platform enables teams to communicate with customers via the main messaging channels—email, push notifications, in-app/web messaging, and newsfeed cards—for some brands, these aren't the only (or most effective) ways of conducting outreach.

Given the resurgence of methods once deemed dead and the constant probability that new technologies might take off, the last situation marketers want is to find themselves investing in a system that doesn't offer the flexibility to support customer experiences across emerging and non-traditional channels.

After all, if direct mail is making a comeback with brands as advanced as Casper, Quip, Handy, and Modcloth—has been shown to result in purchase rates 5x higher than email marketing campaigns—then it's safe to say we don't always know how consumer preferences will change in the months or years to come.

What is clear: Brands that have flexible engagement ecosystems in place will be best positioned to adapt as needed to grow new and existing customer relationships.

Behind the Scenes: Extending Cross-Channel Engagement with New and Non-Traditional Channels

No single marketing platform offers capabilities to reach customers via every potential messaging channel available. Instead of looking for yet another channel-specific marketing technology solution, now is the time to find a channel-agnostic one that can support your brand's communication needs for today, tomorrow, and beyond. Here are some of the additional channels available through the powerful customer engagement ecosystem we've developed, Alloys:

  • Direct Mail Services, like Inkit and Lob
  • SMS Solutions, like Twilio
  • Instant Chat Platforms, like Facebook Messenger

Additional Channel Spotlight: Direct Mailing via Inkit

“While many of today’s top brands focus almost exclusively on digital marketing, there’s still a lot of industries where classic mailers and flyers are an essential part of the outreach mix,” said Scott Dzialo, Director of Customer success, Enterprise and Strategic Accounts at Braze. “In particular, local marketing groups and small businesses find that physical mailers are still one of the best ways of engaging with their communities. Inkit and Braze's combined powers allow you to get the best of both your digital and physical marketing worlds. With Braze as the orchestration layer, Inkit can send all sorts of physical mail to your end users. This messaging combined with your digital communications ensures you're reaching all of your customers across all of their touchpoints, creating a truly holistic discussion with your users.”

Next Steps

The Braze Alloys ecosystem offers unique channel integrations to facilitate customer experiences across newer platforms like messaging apps as well as more traditional options like texting and direct mail. To learn more, check out our partners and the additional channels we offer support for through them.

Mary Kearl

Mary Kearl

Mary Kearl is a writer and digital strategist, who has led email, social media, and content marketing for several brands. She has helped launch six mobile apps and one niche social network and is always up for a good Netflix/Hulu/Amazon Prime binge recommendation or travel tip

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