Channel Mastery: Choosing, Configuring, and Measuring Messaging Channels
What Channel Mastery Tests
Channel Mastery is about knowing how each Braze channel behaves, what it can and cannot do, and how to configure it so messages reach the right user in the right format. A candidate must understand the practical differences among push (iOS and Android), in-app messages, Content Cards, email, SMS/MMS, and webhooks. For each channel, know the delivery mechanics, the audience prerequisites, and the key performance metrics.
Push requires an opted-in device and an operating system token; it is best for time-sensitive, short messages and is subject to OS-level throttling and permission. In-app messages appear only when a session occurs, so they are not a re-engagement channel on their own. Content Cards are persistent, silently refreshed inbox items and are ideal for surfacing offers without interrupting the user. Email depends on list hygiene and deliverability; SMS is regulated and requires consent and short, compliant copy. Webhooks are for triggering external systems or cross-channel workflows rather than direct user messaging.
Traps to Watch
Questions often bait you with channel confusion: asking which channel reaches users who have disabled push (Content Cards or email, not push), or which channel can display a message without an active session (Content Cards, not in-app). Watch for consent and opt-in rules, especially for SMS and push. Also watch for metric mix-ups: push open rates versus email open rates, and the fact that in-app impressions are counted when displayed, not when clicked.
Rule of Thumb
Match the channel to the user state. If the user is active in-session, use in-app; if they are offline and have push enabled, use push; if push is disabled, fall back to email or Content Cards. Always verify consent before sending.
Worked Example
A campaign wants to reach lapsed users who disabled push. The correct answer is email or Content Cards, because push cannot be delivered without an active token and opt-in. Choosing push would fail the audience prerequisite and undercount delivery.