Building a smarter feedback loop with Braze: Start small, personalize fast, scale with confidence

Great customer engagement isn’t just about collecting data—it’s about turning the right signals into timely, relevant experiences. A strong feedback loop connects what customers do and say with what you send next, across different channels and touchpoints. With Braze, you can capture preferences and behaviors, orchestrate journeys in real time, and continuously refine what you know about each user.

To help out, we’ll walk through a practical approach to progressive profiling (where brands gather data in ongoing ways, rather than a single big ask) and cross-channel engagement. This approach will leverage landing pages, email, in-app messages, SMS, and more—starting from a single identifier and building toward a richer, more useful profile over time.

What breaks a feedback loop

• Too much data, not enough signal: Flooding your system with fields and events makes it hard for marketers to sift through the data to get to what’s most usable; that, in turn, makes it harder to segment, target, and act. Teams spend time wrangling noise instead of driving outcomes, hurting impact over time.
• Too little data, missed context: Sparse profiles lack the context needed for each user to build personalized connections, force generic messaging and guesswork, lowering engagement and slowing learning.

Instead, take a right-sized approach. Start with the decisions you want to power (e.g. “Which content should we recommend?” “Which channel should we use?”). Collect only the attributes and events needed to make those decisions, then expand thoughtfully as your program matures.

How to start small and build momentum

Scenario: You have a single piece of information (e.g. an email address). Here’s how to turn that into a richer user profile, without overwhelming your customers.

Enrich profiles with lightweight forms

• Send an email that drives users to a simple Braze-powered landing page
• Ask 1–3 high-value questions (e.g. preferred content categories, favorite team, product interests).
• Use progressive profiling to keep your asks small and timely; show the value exchange (“Tell us what you like, and we’ll tailor what you see”).
• Store responses as custom attributes on the user profile.

Personalize the next onsite/app experience

• When the user next visits your site or app, trigger an in-app message that reflects their preferences.
• Example: If a user indicates they’re a New York Knicks fan, you can personalize colors, imagery, and offers accordingly. If another team is selected, Braze makes it possible to swap creative assets dynamically to match that fandom.
• Use Liquid personalization, Catalogs, and Connected Content to tailor creative and copy at scale.
• Set frequency caps and channel eligibility to avoid messaging fatigue.

Capture channel preferences and evolve your strategy

• If a user indicates they prefer SMS over email, honor that via Subscription Groups and Canvas decisioning logic.
• Build Canvas journeys that branch based on channel preference, last touchpoint, and recent engagement (e.g. “clicked email,” “dismissed in-app,” “no response to SMS”).
• Use message interaction events to create retargeting segments like “clicked but didn’t convert” or “inactive for 30 days,” and adjust your follow-ups accordingly.

Keep the loop fresh with periodic check-ins

• After a period (e.g. six months), send a short survey via the user’s preferred channel to update preferences.
• Use in-product prompts or in-app messages for quick, contextual feedback.
• If you see declining engagement, try an alternate channel, message format, or content category, then re-measure.

Putting it together: An example journey

Step 1: Email → landing page with 2–3 preference fields or questions

Step 2: Next app session → personalized in-app message reflecting those choices.

Step 3: Follow-up via preferred channel (e.g. SMS) with timely content or an offer related to those preferences.

Step 4: Retarget based on engagement: If they click but don’t convert, send an in-channel reminder; if they ignore, test another channel or creative variant.

Step 5: Periodic refresh: Short survey to verify preferences, plus smart suppression for users showing fatigue.

Best practices for a healthy feedback loop

• Define decisions first: Let your use cases dictate your data model (attributes, events, and properties).
• Minimize friction: Keep forms short, pre-fill known fields, and clearly communicate the benefit of sharing more information.
• Segment with purpose: Build segments tied to actions you’ll actually take (e.g. “prefers SMS + engaged in the last 30 days”).
• Orchestrate in real time: Use Canvas to allow your messaging to react to behaviors as they happen and branch based on message outcomes and last touch.
• Respect preferences: Use Subscription Groups and channel affinity to help manage user preferences and only contact users where they want to hear from you.
• Measure and iterate: Track lift in CTR/conversion, add control groups, and use reporting to identify when to refresh the profile or shift channels.

Why this works with Braze

Creating an ongoing feedback loop between customer behavior and interactions and the messaging experiences that your brand is serving up is always a good idea. But making it happen can be challenging, unless you have a customer engagement platform that’s designed to make this sort of dynamic possible.

Thankfully, Braze is built to support a customer engagement feedback loop, with the following supported tools helping to make this vision a reality:

• Cross-channel orchestration in Canvas Flow makes it easy to react to the last touchpoint and engagement state.
• Dynamic personalization (Liquid, Catalogs, Connected Content) scales relevant creative.
• Surveys, landing pages, and in-app prompts support progressive profiling without adding friction.

Final thoughts

You don’t need a fully built user profile to deliver great experiences to that specific user. Start with one reliable signal, enrich thoughtfully, and let each interaction inform the next. With Braze, a small start can quickly become a durable, data-driven feedback loop—one that can help turning every message into an opportunity to learn, personalize, and grow.

Interested in learning more about how Braze can help support thoughtful data collection and future personalization? Check out our look at Braze Landing Pages and how they empower marketers to understand and engage their customers more effectively.

Forward-Looking Statements

This blog post contains “forward-looking statements” within the meaning of the “safe harbor” provisions of the Private Securities Litigation Reform Act of 1995, including but not limited to, statements regarding the performance of and expected benefits from Braze and its products and features, including without limitation BrazeAI Decisioning Studio™. These forward-looking statements are based on the current assumptions, expectations and beliefs of Braze, and are subject to substantial risks, uncertainties and changes in circumstances that may cause actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by the forward-looking statements. Further information on potential factors that could affect Braze results are included in the Braze Annual Report on Form 10-Q for the fiscal quarter ended July 31, 2025, filed with the U.S. Securities and Exchange Commission on September 5, 2025, and the other public filings of Braze with the U.S. Securities and Exchange Commission. The forward-looking statements included in this blog post represent the views of Braze only as of the date of this blog post, and Braze assumes no obligation, and does not intend to update these forward-looking statements, except as required by law.