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Compact two-skill starter: clarify positioning and choose a lead magnet. Use Marketing Launch for the broader eight-skill go-to-market workflow.

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Build an evidence-led marketing plan from ICP and competition through positioning, campaigns, growth and measurement.

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Diagnose architecture and context, plan agent-team responsibilities, then organize project context and session handoffs. Memory and cost-runtime reviews remain outside this pack.

Conversion and Activation Review

Review the journey from landing page and lead capture through registration, first value and transparent upgrades.

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Plan a campaign, draft its channel content and review the work against actual brand guidance.

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Prioritize an editorial roadmap and plan how to launch and distribute it across suitable channels.

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Understand customer needs, compare competitors and plan a community around real member value.

Lead Magnet to Lifecycle Nurture

Choose a relevant lead magnet, then draft a permission-based nurture journey with entry, suppression and exit rules.

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29 · Marketing · Lifecycle Marketing

Braze Engagement Guidance

Original Braze Canvas, segmentation and lifecycle guidance with declared reference limitations.

brazecanvaslifecyclebrazejourneyskundenkommunikation

Braze Customer Engagement Operations · Original SKILL.md

---
name: braze
description: Braze customer engagement platform expertise. Audit campaigns, Canvases, segments, messaging channels, and data architecture. Use when the user asks about Braze, customer engagement, push notifications, in-app messaging, cross-channel orchestration, or lifecycle marketing at scale.
license: MIT
origin: custom
author: Rebecca Rae Barton
author_url: https://github.com/thatrebeccarae
metadata:
  version: 1.0.0
  category: email-lifecycle
  domain: braze
  updated: 2026-03-11
  tested: 2026-03-17
  tested_with: "Claude Code v2.1"
---

# Braze Customer Engagement Platform

Expert-level guidance for Braze — auditing, building, and optimizing Canvases, campaigns, segments, data architecture, and cross-channel messaging.

## Install

```bash
git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/braze ~/.claude/skills/
```

## Core Capabilities

### Canvas Auditing & Design
- Audit existing Canvases for logic errors, timing issues, and missed opportunities
- Design multi-step, multi-channel Canvases (email, push, SMS, in-app, Content Cards, webhook)
- Implement Canvas Flow features: Action Paths, Audience Paths, Experiment Paths, Decision Splits
- Review entry schedules, exception events, re-eligibility, and rate limiting

### Segmentation & Targeting
- Build segments using Braze's filter system (user attributes, custom events, purchase behavior, engagement)
- Design segment extensions for complex queries (event property filters, nested AND/OR logic)
- Implement predictive audiences (Predictive Churn, Predictive Purchases)
- Connected Audience sync from external CDPs (Segment, mParticle, Amplitude)

### Campaign Strategy
- Plan cross-channel campaigns: email, push, SMS, in-app messages, Content Cards, webhooks
- A/B and multivariate testing with Intelligent Selection
- Personalization with Liquid templating, Connected Content, and Catalogs
- Frequency capping and Intelligent Timing optimization

### Data Architecture
- Design custom event and attribute schemas
- Implement Currents data export (to Snowflake, BigQuery, S3, Mixpanel)
- Plan data migration from other platforms (Klaviyo, Iterable, Salesforce MC)
- API integration patterns (REST API, SDK implementation)

### Deliverability & Compliance
- Email: SPF, DKIM, DMARC, IP warming schedules
- Push: Token management, provisional authorization, opt-in strategies
- SMS: Short code vs long code, compliance (TCPA, CTIA), opt-in management
- GDPR/CCPA data handling and consent management

## Key Benchmarks

| Metric | Good | Great | Warning |
|--------|------|-------|---------|
| Email Open Rate | 20-25% | 30%+ | <15% |
| Email Click Rate | 2-3% | 4%+ | <1.5% |
| Push Open Rate (iOS) | 3-5% | 7%+ | <2% |
| Push Open Rate (Android) | 5-8% | 12%+ | <3% |
| In-App Click Rate | 15-20% | 25%+ | <10% |
| Content Card Click Rate | 10-15% | 20%+ | <5% |
| SMS Click Rate | 8-12% | 15%+ | <5% |
| Unsubscribe Rate (email) | <0.3% | <0.1% | >0.5% |

## Essential Canvas Checklist

1. **Onboarding** — Multi-step cross-channel (push opt-in prompt, email welcome, in-app tutorial)
2. **Activation** — Drive key actions in first 7 days (feature adoption, profile completion)
3. **Re-engagement** — Target lapsed users (7d, 14d, 30d inactivity tiers)
4. **Transactional** — Order confirmations, shipping updates, receipts (use Transactional API)
5. **Promotional** — Scheduled campaigns with audience targeting and frequency caps
6. **Abandoned Cart / Browse** — Trigger-based with exception events for conversion
7. **Winback** — Long-term lapsed users (60d, 90d, 120d)
8. **Feature Announcement** — Targeted by segment, channel preference, and platform
9. **NPS / Feedback** — Post-interaction surveys via in-app or email
10. **Sunset** — Suppress unengaged to protect deliverability

## Workflow: Full Braze Audit

When asked to audit a Braze workspace:

1. **Canvas & Campaign Inventory** — List all active Canvases and campaigns, identify gaps
2. **Channel Coverage** — Map which channels are active (email, push, SMS, in-app, Content Cards)
3. **Segmentation Review** — Evaluate segment definitions, overlap, and growth
4. **Data Architecture** — Custom events, attributes, schema consistency, data freshness
5. **Personalization** — Liquid usage, Connected Content calls, Catalog implementation
6. **Performance Metrics** — Channel-level KPIs, Canvas step conversion rates, variant performance
7. **Deliverability** — Email reputation, push token health, SMS compliance
8. **Frequency & Fatigue** — Global frequency caps, quiet hours, Intelligent Timing usage
9. **Integration Health** — SDK version, Currents export, CDP sync, webhook reliability
10. **Recommendations** — Prioritized by impact with estimated effort (Quick Win / Medium / Large)

## Braze vs Klaviyo Context

When working with teams migrating or comparing:
- **Braze** excels at: Cross-channel orchestration, mobile-first (push, in-app), enterprise scale, real-time event streaming
- **Klaviyo** excels at: E-commerce focus, simpler setup, Shopify-native, strong email/SMS for DTC
- Key migration consideration: Braze's event/attribute model is more flexible but requires upfront schema design

## How to Use This Skill

Ask me questions like:
- "Audit my Braze Canvases and identify gaps"
- "Design an onboarding Canvas for a mobile app"
- "Help me plan a migration from Klaviyo to Braze"
- "What's the best data architecture for a SaaS product in Braze?"
- "My push opt-in rates are low — help me design an opt-in strategy"
- "Build a re-engagement Canvas with Experiment Paths"
- "Plan IP warming for a new Braze workspace"

For detailed Braze data model, Liquid reference, API endpoints, and Canvas patterns, see [REFERENCE.md](REFERENCE.md).

When to use

Original Braze Canvas, segmentation and lifecycle guidance with declared reference limitations.

What you get

The structured plan or review specified in the original, with evidence and open questions.

How it works

Confirm task inputs, follow the source workflow and apply the explicit M11 qualifications below.

Requirements

Authorized workspace evidence; Braze access and upstream REFERENCE.md for implementation details.

Delivery and review notes

Published as attributed source text after an obvious-risk screen, not functional validation. REFERENCE.md covering data model, Liquid, API endpoints and Canvas patterns is not reviewed/bundled. Platform features, legal/compliance statements and universal KPI benchmarks need scoped verification. Operational follow-up requires the reference package and qualified deliverability/measurement claims; no account or messaging operations were performed. Missing packages are not loaded automatically. Do not run installation commands, connect accounts or perform external writes merely because the original suggests them; resolve actual task requirements first.

Starting prompt

Use Braze Engagement Guidance for [BUSINESS/TASK]. Ask for missing inputs: Authorized workspace evidence; Braze access and upstream REFERENCE.md for implementation details. Return the source output format and label evidence, assumptions and validation steps. Published as attributed source text after an obvious-risk screen, not functional validation. REFERENCE.md covering data model, Liquid, API endpoints and Canvas patterns is not reviewed/bundled. Platform features, legal/compliance statements and universal KPI benchmarks need scoped verification. Operational follow-up requires the reference package and qualified deliverability/measurement claims; no account or messaging operations were performed. Missing packages are not loaded automatically. Do not run installation commands, connect accounts or perform external writes merely because the original suggests them; resolve actual task requirements first.

Not for

Claiming a connected Braze account, installed integration or tested messaging deployment.

What M11 added

M11 added task routing, German terms, scope and evidence requirements while preserving original authorship. Published as attributed source text after an obvious-risk screen, not functional validation. REFERENCE.md covering data model, Liquid, API endpoints and Canvas patterns is not reviewed/bundled. Platform features, legal/compliance statements and universal KPI benchmarks need scoped verification. Operational follow-up requires the reference package and qualified deliverability/measurement claims; no account or messaging operations were performed. Missing packages are not loaded automatically. Do not run installation commands, connect accounts or perform external writes merely because the original suggests them; resolve actual task requirements first.

Original authorship remains with thatrebeccarae/claude-marketing · Original source ↗

Original license & copyright

MIT License

Copyright (c) 2026 Rebecca Rae Barton

Permission is hereby granted, free of charge, to any person obtaining a copy
of this software and associated documentation files (the "Software"), to deal
in the Software without restriction, including without limitation the rights
to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
copies of the Software, and to permit persons to whom the Software is
furnished to do so, subject to the following conditions:

The above copyright notice and this permission notice shall be included in all
copies or substantial portions of the Software.

THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE
AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM,
OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE
SOFTWARE.

Source SHA-256: 29d11c7ea635a7fa5a8b3744a4c1d6ea8740c393064ad8c8c827960f0e84a4d8
Snapshot checked: 2026-09-28T15:02:41.083Z

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