What we're talking about this month — how use personalization to power more mindful marketing, the best new Braze features, and more! ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏    ͏      Welcome to the July edition of Cutting Edge: the monthly newsletter for marketers who use Braze! This month, we’re drawing our inspiration from a very modern malaise: digital fatigue. Your audience feels it. You probably feel it. And the brands that win? They’re the ones choosing mindful personalization over mindless messaging. Because blasting, “Hey, we miss you!” to everyone in your CRM isn’t personalization — it’s just noise with a name tag. In this edition, we’re unpacking how to personalize with purpose to keep your marketing smart, respectful, and relevant. What we're talking about this month: 💡 Overcoming digital fatigue with mindful messaging 📌 Braze tips & tricks 🛠️ The most relevant updates from Braze’s most recent release 🪡 Resources you can use to hone your craft STITCH IN TIME Personalization, meet mindful marketing 🤝 Digital fatigue is real. This weekend, The Martech Weekly published a sharp, thought-provoking piece on The Digital Fatigue Generation and its impact on brands and, more specifically, on brands’ martech investments. TL;DR: Consumers, especially Gen Z and Millennials, are overwhelmed by nonstop notifications and endless digital noise. Chances are, many of us reading this newsletter feel it too. The article makes a clear point: brands face a choice. They can either add to the clutter or lead with mindful marketing. For most of us, mindful marketing is what we aim for when we talk about better personalization as the north star. But in reality, execution often falls short. Too often, brands pursue personalization without a clear purpose, bombarding customers with irrelevant messages that add to their fatigue and ultimately hurt the brand’s reputation. Personalization done right starts with a strong point of view on why it matters to your brand and a deep respect for your customers’ limited attention. It’s about delivering experiences that feel relevant, timely, and genuinely helpful — not intrusive or robotic. Take a retail brand preparing for the holiday rush as an example. Instead of blasting generic sale messages to all customers, they personalize offers and timing based on customer behavior and preferences: Loyal skincare buyers receive early access to a VIP sale bundled with winter skin care tips. Lapsed customers get a limited-time offer on essentials, with frequency capping to avoid overload. Window shoppers who have abandoned carts are sent gentle reminders highlighting free returns and other helpful details. Across all these touchpoints, the brand uses AI-powered experimentation tools like OfferFit to test what truly resonates — messaging smarter, not louder. In a world of digital overload, personalization needs to be a strategic, customer-first choice. Brands that embrace this mindset won’t just survive the digital fatigue wave — they’ll stand out. - Bri Jones VP of Marketing & Karaoke Queen PIN IT Braze tips & tricks 📌 Personalization is key to driving customer loyalty — when customers feel like you really get them, they want to keep coming back. While brands often shy away from deeper customization due to the added workload, it doesn’t have to be that way, and tools like Connected Content can help. Connected Content helps you pull relevant real-time data — such as a user’s last browsed product, subscription status, or loyalty tier — directly from your internal API or third-party sources like eCommerce platforms or recommendation engines. Then, you can use Liquid Logic to dynamically tailor your messages based on that data, delivering personalized experiences without the extra manual effort. This creates messages that feel handcrafted and personal, not templated — and you can do it all within one campaign or Canvas. It’s a powerful way to increase engagement without maintaining dozens of separate variants. Just remember to include fallback content using conditional tags. A broken or blank section hurts trust, while good default content keeps your user experience polished. - Kevin Dowd Business Strategist & Bedtime Cosmologist PATCHWORK Decoding Braze product updates 🛠️ Here's what caught our team's eye this month. OfferFit - Braze officially sealed the deal on OfferFit in June, ushering in a new era to how marketers approach A/B Testing. OfferFit leverages AI decisioning agents to custom tailor your messaging for each and every customer. Why it matters: Simply put, OfferFit can do what would take an army of data analysts to do when it comes to maximizing KPIs with personalized offers & messaging. With OfferFit, A/B testing is no longer about focusing on a single variable and picking the “winner” for a whole segment. OfferFit goes to a granular level of A/B/n testing to determine the optimal message on a 1:1 basis with any KPI in mind. AI Agents can personalize the message, product/incentive, channel, timing, and frequency to drive your messaging goals. SAML just-in-time provisioning - Braze now offers administrators the ability to enable automatic user provisioning through SAML just-in-time provisioning. Why it matters: Especially for larger teams with SAML SSO, this new feature gives new users the ability to get into Braze faster with self-service capabilities. It also saves your Braze administrators from having to manually create and configure accounts for each new user. Default settings are set up so that new users can sign in to Braze and have their account ready to go with the proper permission sets and workspace. WhatsApp Improvements - Braze has expanded WhatsApp functionality, first with the ability to track clicks within response and template messages and second, the ability to embed videos within outbound messages. Why it Matters: Effective marketing requires reaching your contacts at their preferred channel. These new features are vital for marketers reaching out to those who prefer WhatsApp, especially brands with international audiences. Click tracking helps validate your WhatsApp message engagement and video support opens the door for more creative and robust messaging to your customers. Stripe Integration - Braze now offers an integration with Stripe - a financial infrastructure platform for payments, revOps, and global commerce. Why it Matters: Braze continues to expand its library of partnerships and integrations. With Stripe Integration, Braze can now handle new use cases related to payment and billing events. With Braze and Stripe integrated, marketers can leverage real-time payment and billing data for personalization or trigger messaging off of events specific to Stripe such as subscription/trial activations/cancellations. - Rick Tryon Solution Consultant & 3D Printing Virtuoso HONE YOUR CRAFT Our top resources this month 🪡 Here are some things to add to your toolkit: 🎁 Just for you From pixels to personas. Too many great ideas get lost in translation between CRM and creative teams. From smarter briefs to streamlined handoffs, we’re sharing the exact strategies, tools, and templates that high-performing teams use to create faster, more effective campaigns in our comprehensive Creative x CRM Collaboration Guide. Let’s get personal. Our Braze How-To video series, Thread the Needle, has several tutorials that will help you up your personalization game. Whether it’s building out your first personalized product recommendations or learning how to create a personalized email with Liquid, we’ve got you covered. 📚 What we're reading/watching Mapping your zone of genius: building a business case for boundaries - Anne Wave, Really Good Emails UNSPAM 2025 In this video, Anne Wave explains how defining your "zone of genius" brings focus, value, and balance to lifecycle marketing. The Digital Fatigue Generation - The Martech Weekly AI agents in the enterprise: What business leaders need to know - Alaura Weaver, Writer’s Room   LOOSE ENDS This month's VIP (very important pet) 🐾 Stitch, 830 Massachusetts Ave Floor 3, Suite 9, Indianapolis, IN 46204, USA Unsubscribe Manage preferences