What main factor leads to user retention in Braze's strategy?

In Braze's strategy, engaged user behaviors are recognized as the main factor leading to user retention. This focus is rooted in the understanding that when users are actively interacting with an app, they are more likely to feel a connection with the content and services offered, driving loyalty and long-term usage.

When users engage with the app—through actions like logging in regularly, completing tasks, or interacting with content—they develop a habit that fosters a stronger commitment to the app. This active engagement can be nurtured through tailored messaging, personalized experiences, and relevant content, which keeps users coming back.

While frequent push notifications might seem like a straightforward way to engage users, they can be counterproductive if not used thoughtfully. Minimal interaction with the app would logically lead to lower retention, and high advertising spend, though beneficial for initial acquisition, does not guarantee sustained engagement or loyalty. Therefore, fostering and recognizing engaged user behaviors stand as a cornerstone in maintaining user retention within Braze's overall strategy.