How to Build Cross-Channel Campaigns in Braze Canvas Flow

In digital marketing, managing customer engagement across the right channels at the right time is one of the most critical elements for sustainable growth. Yet, many businesses still struggle with questions such as:

• On which channel should I deliver my message?
• How can I maintain consistency across campaigns?
• How can I control the entire customer journey from a single platform?

This is where Braze Canvas Flow comes in, providing the strategic solution brands need. At Omtera, through our Braze partnership, we help companies unlock and effectively leverage this power.

What is Braze Canvas Flow?

Braze Canvas Flow is a drag-and-drop orchestration tool that allows brands to design customer journeys visually, step by step.
With this capability, marketing teams can manage complex campaigns from a single platform without requiring deep technical knowledge.

Key advantages include:

• All channels in one place: Manage email, SMS, mobile push notifications, web push, and in-app messages from a single interface.
• Automation power: User behavior triggers eliminate the need for manual intervention.
• Conditional flows: Define scenarios such as “Did the user open the email?”, “Did they add a product to the cart?”, or “Did they log into the app?” to build unique journeys for each customer.
• Drag-and-drop simplicity: Marketers can design comprehensive campaigns in minutes without relying heavily on technical teams.

This way, brands deliver not only single-channel messages but also consistent, personalized, real-time customer experiences across all touchpoints.

Why Are Cross-Channel Campaigns Critical?

Today’s consumers engage with brands not through one channel alone but across email inboxes, mobile devices, social media, websites, and in-app experiences. This is why cross-channel marketing has become the foundation of modern customer engagement.

The main advantages of cross-channel campaigns:

• Consistency:
  When customers encounter the same campaign message in email, mobile apps, or web push notifications, brand perception strengthens, and conflicting messages across channels are avoided.
• Timing:
  Deliver the right message at the right time, on the right channel. For example, mobile push notifications can be more effective during morning commutes, while emails may drive higher conversions in the evening.
• Personalization:
  The cross-channel approach enables unique experiences for each customer. For example:
  
  • If the user does not open the email, send them a push notification.
  • If they ignore the push, follow up with a special SMS offer.
  • Returning customers may see exclusive in-app discounts.

This way, the brand provides a flexible, behavior-driven flow. Ultimately, the campaign becomes not just a message but a living journey that evolves with the customer.

Cross-channel campaigns prioritize where the customer is and adapt to their behavior, significantly boosting conversion rates.

Steps to Build Cross-Channel Campaigns in Braze Canvas Flow

1. Define Goals

Start by setting the objective of your campaign:

• Increase sales
• Drive user re-engagement
• Strengthen customer loyalty

2. Audience Segmentation

With Braze’s audience segmentation feature, you can:

• Build segments based on demographic information.
• Create behavioral targeting (e.g., “users who haven’t logged in during the last 7 days”).

3. Design Campaign Flow

In the Canvas Flow interface:

• Drag and drop messaging channels (email, SMS, push).
• Define conditions based on user behavior (if/else blocks).
• Add timing rules.

4. Personalization

Using Braze’s Dynamic Content feature:

• Insert customer names, locations, and purchase history into your messages.
• Example: “Hi Ayşe, the product left in your cart is still waiting for you.”

5. Test and Optimize

Run A/B tests before launch to measure which message performs better.

Omtera and Braze Partnership: Strategic Advantage

At Omtera, we optimize Braze’s powerful features to meet the unique needs of your business.

• Consulting: We analyze customer journeys and provide tailored strategies.
• Implementation: We set up Braze Canvas Flow campaigns for you.
• Training: We empower your teams with Braze expertise.
• Ongoing Support: We ensure continuous optimization of your campaigns.

With us, you don’t just get a tool—you gain access to a fully managed solution ecosystem.

Example Use Case

An e-commerce company wants to promote its new season products:

• First, they launch an email campaign.
• Users who don’t open the email receive a push notification.
• Those who still don’t respond get an SMS with a discount code.

All of this can be designed in a single Canvas Flow.

Results:

• 35% higher engagement rate
• 20% increase in sales conversions

Tips for Success in Cross-Channel Campaigns

• Consistent Brand Voice: Maintain the same tone across all channels.
• Timing Matters: Send messages when users are most active, not during peak clutter.
• Data-Driven Decisions: Continuously analyze user behavior.
• Ongoing Testing: Measure which channel drives the most conversions.

Want to take your cross-channel campaigns to the next level? Get in touch with Omtera today and apply the power of Braze Canvas Flow to your business.

Frequently Asked Questions (FAQ)

What is Braze Canvas Flow?
Braze Canvas Flow is a visual campaign orchestration tool that helps you manage customer journeys across multiple channels.

Why are cross-channel campaigns important?
Because delivering the same message at the right time across different channels increases customer engagement and loyalty.

How does Omtera help?
Omtera provides end-to-end support, from Braze setup to ongoing campaign optimization.