Elevate your email game: How to craft emails that convert, engage, and stand out

Q: How is AI being applied or considered for lifecycle/email marketing?

SoFi sees opportunities for AI to help brainstorm and build timelines now, and in the future to order badges based on a member’s preferences or send via a preferred channel pre‑ or post‑send. The guidance was to use AI responsibly, ensure benchmarks/baselines/OKRs are set first, and then implement where it makes sense. SoFi is testing AI across the company to power smarter money decisions.

Q: Which AI capabilities in Braze were used?

AI Query Builder (to help write audience queries without SQL) and AI Item Recommendations (deep learning to predict relevant items per user based on historical behavior).

Q: What planning framework are used to guide successful email campaigns?

A continuous loop of Plan (define goals/brainstorm), Activate (launch in Braze), Analyze (measure success/KPIs), and Iterate (use insights to fuel the next planning cycle).

Q: How did SoFi implement the data pipeline and power personalization in Braze?

Snowflake → Hightouch → Braze. The team performed calculations in Liquid within the HTML. The first iteration did not use Movable Ink; later iterations used Movable Ink for badges.

Q: How can brands get and manage the right data in Braze for personalization?

Braze ingests data from sources like Amazon Redshift, Databricks, Google BigQuery, and Snowflake, plus SDKs/APIs and partner integrations. For activation, Braze offers identity resolution (merge duplicate profiles), robust segmentation, a SQL query builder, and an AI query builder for those who don’t want to write SQL.

Q: Which Braze features can help emails stand out in a cluttered inbox?

Catalogs and Connected Content to surface the right data at send/open time, with Liquid handling dynamic logic. Drag‑and‑drop product blocks tied to Catalogs make it easier to build modules (e.g., abandoned cart or sale items). AI Item Recommendations in Braze use deep learning to predict relevant items based on historical behavior. Features should support a clear data strategy.

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Jennie Bradford

Lifecycle Marketing Manager, SoFi

A woman with long brown hair smiles at the camera, wearing a black top and gold hoop earrings. She has a delicate necklace and a light background.

Lindsey Silverman

Senior Creative Strategist

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Aparna Prasad

Senior Product Marketing Manager at Braze

Now available on demand.

Consumers are hit with 100+ emails a day. Standing out in a crowded inbox takes more than a clever subject line—it takes a strategy built on real data. SoFi cracked the code with their "Money Moves" campaign: a highly personalized email that gives members an insightful, data-driven review of their financial progress. We sat down with Jennie Bradford, Lifecycle Marketing Manager at SoFi, to break down how Money Moves went from idea to delivery and how it's become a blueprint for future data-driven campaigns.

What will I learn from this webinar?

After watching this session, you'll be able to:

Activate multiple data sources to build unique, personalized emails for every recipient
Incorporate dynamic elements and gamification into email campaigns to boost engagement
Measure the business impact of email campaigns using metrics beyond opens and clicks
Apply SoFi's "Money Moves" framework as a model for your own data-driven email campaigns

Who is this session for?

This session is for email and lifecycle marketers looking to refine an existing email strategy or build a new one grounded in personalization and data. It's especially relevant for teams working on retention, engagement, or loyalty campaigns.

Why does this matter now?

Inbox competition has intensified as consumers receive over 100 emails per day, making generic, one-size-fits-all messaging less effective than ever. Brands that combine multiple data sources into truly individualized emails like SoFi's Money Moves, are better positioned to cut through the noise and drive measurable engagement.