Braze Reviews & Product Details

I build all of our organization's workflows, and Braze makes it possible for me to build reliable workflows that can send out to our 250+ million users. The marketing automation and workflow automation are strong, and the timing it can add to pushes and emails is nice. The AI chat has also been super helpful in guiding me through creating trickier segments and workflows, which is pretty much the only way I use AI in Braze. Review collected by and hosted on G2.com.

WhatsApp requires me to go through Facebook, and I spend a lot of time bouncing between platforms. Credit costs are very high too. Data is a bit confusing: I put conversions on all of my campaigns, but they just show as primary, a, b, c, etc., so I have to dig in to see what the conversion actually is when analyzing email workflows. I also can't make a simple audience for users that get live activities, which causes overlap for us when we send push notifications and live activities to the same users. Some features are way too expensive, and we're able to personalize at a similar quality level in house without the huge cost. Review collected by and hosted on G2.com.

Braze coordinated customer engagement across channels very well for us, especially Email, SMS and Push. Personalization has felt consistently timely and relevant since we use real-time data for our abundant cart and transactional emails. AI also helped while validating users during segmentation and its logic, and it was a significant improvement while designing the customer journey and its engagements. Review collected by and hosted on G2.com.

The breadth of partner applications is a weak spot for us. On the AI side, accuracy and consistency are only mid-level, and I’m not fully confident about how responsibly our data is handled or how well it explains why it produced a specific result. It’s also not always clear when I’m interacting with AI vs. rules-based logic. Review collected by and hosted on G2.com.

It enables data movement, system integration, and automated customer engagement, which are the core of a scalable Braze setup. I’ve used webhook, email, and SMS and all of them are easy to work with and set up. Personalisation is easy to set up, and the AI is very useful in knowing the audience used in a segment or building a segment through AI. Review collected by and hosted on G2.com.

Sandbox / test environments and A/B testing feel lacking for me. Review collected by and hosted on G2.com.

I like that Braze gives us a centralized platform for orchestrating customer journeys and coordinating communications across channels like email, push notifications, and in-app messages. Building and personalizing emails is essential for creating relevant experiences, and Braze lets us tailor content based on customer attributes, behaviors, preferences, and journey context instead of relying on a one-size-fits-all approach. Sending outbound emails and managing deliverability are also fundamental, and having orchestration and audience targeting in the same place helps.

I’ve also found AI helpful when working on email personalization and Liquid logic. It helped me structure the logic, think through edge cases, and add fallback conditions faster than starting from scratch (even though I still needed to validate everything in Braze). Review collected by and hosted on G2.com.

A/B testing can get time-consuming and complex when you’re testing multiple elements like subject lines, preheaders, content, CTAs, or send times, especially with limited audience size or uneven engagement across segments. Mobile optimization is frustrating because emails don’t always render consistently across devices and clients, so it takes extra testing and adjustments beyond what looks good in the desktop editor. Multivariate testing is even harder because combinations grow quickly, requiring a much larger audience and more time to get statistically reliable results.

Cross-channel coordination and personalization also depend heavily on underlying customer data and integrations. When audience data or business logic lives in other systems, it takes additional integration and synchronization before Braze can fully coordinate the experience or use the latest customer information.

On the AI side, it accelerates development and troubleshooting, but some suggested Liquid syntax and assumptions don’t always match how the Braze environment handles data, so it still needs testing and validation. Review collected by and hosted on G2.com.

Ich mag am meisten an Braze, dass sich App Pushes und Mailings zentral planen, personalisieren und automatisieren lassen. Dadurch können wir unsere Nutzer gezielter ansprechen und relevante Inhalte zum richtigen Zeitpunkt ausspielen. Besonders wertvoll finde ich, dass wir Kampagnen nicht nur einmalig versenden, sondern entlang des gesamten Nutzerlebenszyklus planen können. Wir segmentieren Zielgruppen nach Verhalten oder Interessen und können Inhalte sowie Versandzeitpunkte entsprechend personalisieren. Review collected by and hosted on G2.com.

Ein Punkt, der verbessert werden könnte, ist die Komplexität der Plattform. Gerade für neue Nutzer dauert es etwas, bis man sich in allen Funktionen und Möglichkeiten zurechtfindet. Auch die Einrichtung anspruchsvoller Kampagnen und Journeys nimmt teilweise viel Zeit in Anspruch. Für neue Nutzer wären geführte Tutorials und konkrete Beispiele für typische Anwendungsfälle hilfreich. Review collected by and hosted on G2.com.

They’re indispensable to me because they help me organize campaigns, reach the right customers, and make messages more relevant. Together, they save time, improve engagement, and make it easier to manage customer communication effectively. Email and push notifications worked well together, especially for coordinating campaigns. Review collected by and hosted on G2.com.

Advanced data filtering feels complicated when I’m trying to create very specific audience segments. Journey Mapping gets confusing when a customer journey has many steps and conditions. With Reporting/Analytics, when there are a lot of data, finding the exact insights I need can sometimes take extra time. SMS and other channels can still feel a bit disconnected, particularly when managing more complex customer journeys. Review collected by and hosted on G2.com.

It gives me much more control in customer engagement because I can segment people as I want and create drip campaigns based on that segmentation. Notifications are just an excellent feature on top of that. Personalization has usually felt timely and relevant, and I’ve seen some improvement from the AI-powered decisioning/optimization. Review collected by and hosted on G2.com.

A/B testing is kind of hard to understand how it works, and you need a bit of learning to get to know how to get around. The customization engine could be better, but it’s not that bad. Integrations are also a problem and I think they should be simplified. Review collected by and hosted on G2.com.

I love Braze for Email Marketing, Marketing Automation, and Data Import/Export because they let us deliver personalized and timely communications at scale, automate key customer journeys, and use accurate data for segmentation, targeting, and performance analysis. It also coordinates campaigns very well across email, WhatsApp, SMS, banners, and in-app messages. Real-time data really helps create campaigns with relevant personalization and timely messages. The Liquid function is very useful for personalizing templates and HTML code, and it helps with specific segmentation needs like creating buckets for IP warming. Review collected by and hosted on G2.com.

Template Management feels limited for more advanced email design needs, so I typically prefer building templates outside the platform. Audience Segmentation can also be frustrating when I need to upload a specific list of users who already exist in Braze, since the process is not always as simple or flexible as it should be. Review collected by and hosted on G2.com.

I really like Braze's segmentation tool and custom attributes, as they allow me to create personalized messaging for different audience segments. This has been really useful for increasing engagement, especially for our post-beta test in the gaming company I work for. Another aspect I appreciate is how user-friendly Braze is; it's very easy to create the canvas and campaigns. Even though the initial setup took some time, mainly involving data migration, the platform's ease of use makes everyday tasks straightforward. Review collected by and hosted on G2.com.

I think the measuring of results could be better. Usually, I have to depend on other tools for revenue measurement because different games have different steam links. I wish there was a centralized way to measure them. Review collected by and hosted on G2.com.

I like that push notifications, in-app messages, emails, and content cards work well together, giving a consistent and coordinated customer experience across channels. The attribution, activity tracking, and campaign analysis are indispensable for attributing user acquisition, tracking user behavior, and measuring campaign performance so I can do data-driven personalization and optimization. Personalization is usually timely and relevant, especially when it’s based on recent user activity and behavior. Review collected by and hosted on G2.com.

Managing multiple channels can be frustrating, especially avoiding notification overload and trying to get real-time insights without complex setup or delays. Some features can be complex to set up, time-consuming to manage, and require enough data and resources to deliver meaningful results. Review collected by and hosted on G2.com.