Using Braze Feature Flags: Best Practices for Product Teams

In digital product development, speed, agility, and low-risk testing are key factors that give companies a critical competitive advantage. Before releasing a new feature to all users, testing it with a limited segment or running different scenarios in parallel has become one of the core approaches of successful product development teams.

This is where Braze Feature Flags provide the flexibility and safety product teams need. But what exactly are Feature Flags, how do they work, and why are they so critical for product teams? More importantly, how can Omtera’s Braze partnership give you an advantage when leveraging this powerful capability?

In this article, you’ll find answers to all these questions and discover the best practices for using Feature Flags.

What Are Feature Flags?

Feature Flags are flexible control mechanisms in software development that allow specific features to be dynamically turned on or off. This approach enables teams to manage newly developed features in a gradual and controlled manner, rather than releasing them to all users at once.

By using Feature Flags, you can:

• Deliver features to specific user segments,
• Run A/B tests to measure which version performs better,
• Reduce risks with gradual rollouts,
• Quickly disable or re-activate features based on user feedback.

This method is not just a technical control mechanism; it also empowers product teams to work in a safer, more agile, and customer-centric way. Especially for large-scale applications, Feature Flags make it possible to reduce risks in production environments while accelerating innovation.

Why Braze Feature Flags?

While there are other tools that offer Feature Flags, Braze stands out because it delivers this functionality not as a standalone tool, but as an integral part of its customer engagement platform. In other words, Braze Feature Flags are not just a development tool but also a powerful marketing and product strategy enabler that shapes the customer experience.

1. Data-Driven Approach

Braze analyzes user behaviors, demographic data, and real-time interactions to make Feature Flag usage much smarter. This allows you to:

• Enable features only for the right segments,
• Measure user responses in real time,
• Adjust instantly based on needs.

Thus, Feature Flags evolve from a simple “on/off” switch into a strategic data-driven tool.

2. Cross-Channel Integration

Most Feature Flag tools are limited to in-product testing. However, Braze Feature Flags work across your entire communication ecosystem:

• Email, mobile push, SMS, in-app messages, web push — all can be used to test features,
• This enables you to test not only product experiences but also dynamic marketing messages.

This creates a natural synergy between marketing teams and product development teams.

3. Agile Experience Design

Braze Feature Flags make collaboration easier not just for IT or product teams, but for marketing, product, and tech teams together.

• Marketing teams can test campaign messages,
• Product teams can track how new features perform with segments,
• IT teams can manage risks more effectively.

This collaboration makes end-to-end customer experience management far more seamless.

4. Risk Management and Agility

Braze Feature Flags give companies the ability to innovate with minimal risk.

• New features are tested in smaller segments first and can be disabled instantly if problems occur,
• Feedback is gathered from controlled groups before full rollouts,
• This protects your brand reputation while boosting development agility.

Braze Feature Flags offer a holistic solution that optimizes not just product development but also customer experience. This is the fundamental advantage that sets Braze apart from standalone Feature Flag tools.

Common Challenges for Product Teams

Today’s product managers, marketers, and IT leaders often face the following challenges:

• New features must be tested quickly yet safely,
• User experience should not be disrupted by errors,
• Marketing campaigns must be aligned with product development cycles,
• Cross-channel consistency must be maintained.

Feature Flags solve all of these challenges. However, without the right strategy, managing them can become complex. This is where Omtera’s Braze expertise comes into play.

Best Practices for Using Braze Feature Flags

1. Start Small, Roll Out Gradually

Always test new features with a small user segment first before expanding to larger groups.

2. Leverage Segmentation Power

With Braze’s strong audience segmentation capabilities, you can target Feature Flags based on demographics, user behavior, or engagement level.

3. Combine with A/B Testing

Pair Feature Flags with A/B testing to measure the real impact of new features on user behavior.

4. Prepare for Rollbacks

Always have a rollback plan. If a new feature causes issues, you should be able to disable it instantly.

5. Integrate with Marketing Campaigns

Use Feature Flags not just for product features, but also to test campaign messaging. For example, try different CTAs in an email campaign for different user groups.

Advantages of Using Braze Feature Flags with Omtera

As an official Braze partner, Omtera provides strategic consulting and technical support to companies.

• Fast integration: Quickly enable Braze Feature Flags for your teams,
• Strategic planning: Identify which features to test, when, and with which segments,
• Risk mitigation: Implement robust rollback strategies,
• Training and enablement: Ensure both product and marketing teams fully adopt Braze.

In short, Omtera’s expertise ensures you unlock the full potential of Feature Flags.

Use Cases

• Testing new features: Release a new app interface to a small user group first,
• Campaign message experiments: Show different CTAs in emails to different user groups,
• Risk management: Instantly disable a feature for all users if issues arise,
• Personalization: Offer premium-only features to boost loyalty.

For product teams, Feature Flags are not just a technical tool but also a strategic safety net. When implemented correctly, they elevate the customer experience and make product development both safer and more agile.

With Braze Feature Flags, you gain all these advantages, and with Omtera’s Braze partnership, you ensure flawless execution.

Do you want to empower your product teams with agility and confidence? Plan your Braze Feature Flags implementation with Omtera today.

FAQs

What are Feature Flags?
Feature Flags are mechanisms that allow you to dynamically enable or disable new product features.

How are Braze Feature Flags different from others?
Braze integrates Feature Flags with customer data and cross-channel campaigns, making them useful not just for product development but also customer engagement.

What is Omtera’s role in this process?
Omtera supports you across all stages, from strategy and planning to technical integration and training, ensuring you maximize the value of Braze Feature Flags.