These are short pieces of code embedded within email content that allow for dynamic personalization, tracking, and data collection when using the Braze platform. For example, a tag might insert a recipient’s first name, display a personalized product recommendation based on past behavior, or record whether a link was clicked. These components leverage the user data stored within Braze to deliver relevant and customized experiences.
The utilization of these codes is crucial for enhancing the effectiveness of email campaigns. They enable segmentation, personalization, and performance measurement, leading to increased engagement and conversion rates. Their origins stem from the need for more sophisticated email marketing beyond simple broadcast messages, evolving alongside the capabilities of marketing automation platforms like Braze to offer highly targeted and data-driven communication.
