We’re so lucky that innovation is engrained into Braze’s corporate identity as leading marketing software makers. And we love that Braze continues to transform complex technical requirements into intuitive dashboard solutions. In 2024 we saw over 100 new features released.
Here are three standout features that particularly caught our attention for their ability to streamline workflows and enhance marketing capabilities.
Drag-and-Drop Landing Pages: Expand Your Channel Capabilities
The Landing Page Builder represents a significant step forward in channel expansion, putting the power of creating interactive customer touchpoints directly in marketers' hands. This feature eliminates the traditional technical barriers that often required developer involvement for even simple landing page modifications, enabling agile marketing teams to move faster and be more responsive to campaign needs.
There are numerous and valuable ways to leverage Landing Pages in your engagement strategy. An example of a particularly powerful use case is extending your in-app messaging (IAM) experience to other channels. Instead of limiting interactive experiences to active app users, you can now create engaging touchpoints accessible through email, social media, or any other channel. For instance, you can create interactive forms that log custom events when users click submit – perfect for running limited-time promotions, capturing user preferences, or gathering feedback. These events can then trigger real-time messaging or move users through a Canvas workflow, creating seamless, multichannel experiences that drive meaningful engagement.
Channel acquisition becomes more streamlined as well. Marketing teams can create a single landing page that serves as a subscription hub, making it accessible from multiple touchpoints including email, social media, and even QR codes. This approach ensures a consistent opt-in experience while automatically updating user preferences in Braze, eliminating the need for technical resources to manage subscription data.
While currently in early availability with some limitations (such as compatibility with string attributes only and a maximum of five active landing pages), this feature already demonstrates significant value for marketing teams. Given Braze's track record of rapid feature expansion, we anticipate seeing support for enhanced form elements like checkboxes and dropdowns, along with standard event tracking for submission-based retargeting in the near future.
Bulk Duplicate Profile Merging: Scale Data Cleanup Operations
We've all been there – staring at a database full of duplicate profiles, knowing that cleaning them up would make our targeting more precise and our analytics more accurate but it's just as unappealing to tackle as cleaning out a junk drawer. That's why we're so excited about Braze's bulk merging capability, transforming what used to be weeks of manual work into a simple, automated process.
The real beauty of this feature is how it combines efficiency with confidence. You can preview results before making changes, set up smart rules for how profiles should be merged, and let the system do the heavy lifting. The result? Better targeting, more accurate personalization, and most importantly, a single, reliable view of each customer – all without requiring technical resources or complex API calls.
Here's how it works:
Click Audience > Manage Audience.
View how duplicate profiles are identified and how ties are resolved by clicking View/Edit rules.
Edit tie breaker rules to determine which profile will be kept in the event of multiple matches based on the record created, updated, or last session dates.
Preview identified duplicate users by clicking “Generate list of duplicates” to have Braze export a CSV to download and review and click Merge all duplicates when ready.
Braze automatically identifies profiles with matching identifiers based on the rules (email addresses or phone numbers) and merges all data into the most recently updated known (has external_id) user profile.
Empty fields on the kept profile are filled with values from merged profiles.
PRO TIP: Merges cannot be undone, so always review the list of duplicates before merging.
BrazeAI™ Liquid Assistant: Simplify Complex Personalization
If you've ever found yourself wishing for a personalization expert who could sit next to you and help craft the perfect dynamic content, the BrazeAI™ Liquid Assistant is your new best friend. Available in the HTML editor for email, SMS, and push message composer, this clever tool is like having a Liquid syntax expert on speed dial, ready to help you create sophisticated personalization logic using simple conversation.
The assistant offers several powerful capabilities:
Support in both campaigns and Canvases for multiple messaging channels
Generation of Liquid code from natural language prompts
Personalized suggestions for improving existing Liquid syntax
Educational annotations that explain the Liquid code, helping teams learn as they work
Support for both email messages and Canvas workflows
While currently available in the HTML editor, here's a cheat code to help you also leverage this tool for drag-and-drop emails.
Use the HTML editor to generate your desired Liquid logic.
Copy the generated code.
Insert it into an HTML content block within the drag-and-drop editor.
This sneaky workaround allows teams to create sophisticated personalization rules without deep technical expertise.
Looking Forward
These features exemplify Braze's commitment to empowering marketing teams with tools that were previously dependent on technical resources. By breaking down these technical barriers while maintaining robust capabilities, Braze is enabling teams to work more efficiently and deliver more sophisticated customer experiences.
As we continue to explore these features, we're particularly excited about the upcoming enhancements to the Landing Pages builder and the potential for even more AI-assisted tools to simplify complex marketing operations.
If you’re ready to read about some more awesome Braze features like Link Aliasing and Email Insights check out this post.