Braze Certified Marketer key terms

A one-time or scheduled send of a single message to a defined audience through one channel, such as a push notification or email. It is not recurring and does not respond to user behavior after it is sent.

A multi-step messaging workflow that sends messages across channels based on timing, user actions, and decision logic. It runs continuously for eligible users and is the primary tool for lifecycle orchestration.

The rules that determine which users can start a Canvas and when they become eligible. They usually combine an audience filter with a trigger event such as a purchase or a custom attribute change.

A reusable group of users defined by shared attributes, behaviors, or events, such as location, purchase history, or app activity. Segments let marketers target and exclude users consistently across campaigns and Canvases.

A specific user action or system event, such as completing a purchase or abandoning a cart, that starts a message or Canvas for that user. Triggers make messaging timely rather than calendar-based.

A delivery setting that sends a message when a defined event occurs rather than at a fixed time. It requires choosing the triggering event and any delay or re-eligibility rules that should apply.

A delivery setting that sends a message at a fixed date and time, optionally adjusted for each user's local time zone. It is used for announcements, promotions, and other time-bound communications.

A send-time optimization feature that predicts each user's most likely engagement window from past behavior and delivers the message then. It replaces a single fixed send time with per-user timing inside a defined window.

An orchestration feature that predicts which channel a given user is most likely to engage with and sends the message there. It helps avoid over-messaging by selecting one best channel per user.

A single node inside a Canvas, such as a message, delay, decision split, or experiment. Steps are connected in order, and each type controls either what is sent or which path a user follows next.

A branching step in a Canvas that routes users down different paths based on audience membership, attributes, or events. It lets one workflow deliver different experiences to different groups.

A branching step that sends users down a path according to which segment they belong to. Unlike a decision split, it evaluates segment membership and can support several branches at once.

A Canvas step that pauses a user's progress for a set period or until a specific time before the next step runs. Delays control pacing and prevent messages from arriving too close together.

A rule that limits how many messages a user can receive within a defined period or across a channel. It protects the user experience by preventing excessive or overlapping sends.

A configured window during which messages are not sent, so users are not contacted at inconvenient times such as overnight. Sends are suppressed or held until the window ends.

A ranking of channels, such as push before email, that determines which channel is attempted first when several are available. Lower-priority channels are used only if higher ones are unavailable or fail.

The action a marketer wants users to take after receiving a message, such as a purchase or upgrade. It is tracked to measure whether a campaign or Canvas achieved its intended outcome.

An experiment that compares several variants of a message or Canvas path to see which performs best on a chosen metric. Results guide future creative and orchestration decisions.

A portion of the audience deliberately held back from receiving a message so the marketer can measure the message's incremental effect. Comparing the control with the treated group isolates impact.

A short message delivered to a user's device through a mobile app or web browser, often appearing outside the app. It requires opt-in and is best for timely, concise, action-oriented content.

A unique identifier issued by the device platform that lets the messaging platform route a push notification to one specific device. Tokens can expire or change and must be refreshed regularly.

A message displayed inside the app while a user is active, such as a modal, slideup, or full-screen overlay. It does not require a push permission and can be triggered by app events.

A persistent message unit placed inside an app or website that users can view whenever they choose. Cards support ongoing promotion and are not tied to a single delivery moment.

A small, persistent message shown at a fixed position in an app or site, such as the top or bottom of the screen. It stays visible until dismissed or replaced and suits lightweight announcements.

A reusable layout and content structure for email messages, including design blocks and personalization placeholders. Templates keep branding consistent and speed up campaign production.

A templating syntax that inserts user-specific data, such as names, attributes, or conditional content, into messages. It lets one message render differently for each recipient at send time.

The likelihood that email reaches the recipient's inbox rather than a spam folder or rejection. It depends on sender reputation, authentication, list hygiene, and recipient engagement.

An email that could not be delivered to the recipient's server. Hard bounces indicate a permanent failure such as an invalid address; soft bounces are temporary issues like a full mailbox.

A recipient action marking an email as unwanted, usually through the mail client's spam button. Complaints damage sender reputation, so they are monitored closely alongside unsubscribe rates.

A text message delivered to a user's phone number, subject to carrier rules, consent requirements, and message-length limits. It is used for urgent, personal, and high-open-rate communications.

A message sent through the WhatsApp channel, which requires an approved business account and approved message templates. It suits conversational and international messaging with high engagement.

A user's explicit agreement to receive messages on a channel, often captured through a permission prompt or signup form. Consent status is recorded and used to gate sends.

A user's request to stop receiving messages, typically through an unsubscribe link, keyword reply, or settings toggle. Opt-outs must be honored promptly and suppressed from future sends.

A set of users who have opted into a particular category of messaging, such as product news or alerts. Groups let marketers manage consent and target sends by interest area.

A stored field on a user profile, such as plan type, loyalty tier, or signup date, used for targeting and personalization. Attributes describe a user and can be updated over time.

A tracked user action defined by the business, such as starting a trial or completing a level, with optional properties. Events record behavior and drive triggers, segments, and reporting.

A link that opens a specific screen or piece of content inside an app rather than the app's home page. It reduces friction by taking users directly to the relevant destination.

A control that caps how many messages are sent per unit of time, protecting systems and audiences from sudden spikes. It is often applied to high-volume or triggered sends.