Axiell - Braze Integration and Automation

Common Integration Use Cases Between Axiell and Braze

1. Personalized donor and member communications based on collection interests

Data flow: Axiell ? Braze

Axiell can provide Braze with audience segments based on visitor, donor, or member interests tied to specific collections, exhibitions, or archival themes. Braze then uses this data to trigger targeted email, SMS, or in-app campaigns such as exhibition previews, renewal reminders, or donation appeals aligned to each person?s interests.

Business value: Improves engagement relevance, increases membership renewals, and supports higher conversion on fundraising and event campaigns.

2. Event and exhibition promotion using curated audience segments

Data flow: Axiell ? Braze

When Axiell records upcoming exhibitions, public programs, or special events, that information can be passed to Braze to activate campaigns for specific audience groups. For example, users who have previously engaged with a particular artist, era, or subject area can receive tailored invitations and reminders.

Business value: Drives attendance, reduces manual campaign setup, and helps marketing teams promote the right event to the right audience at the right time.

3. Automated follow-up after digital collection interactions

Data flow: Axiell ? Braze

When users view, save, or request access to digital collection items managed in Axiell, those interactions can be sent to Braze to trigger follow-up messaging. This may include related item recommendations, curator notes, membership offers, or invitations to explore similar content.

Business value: Extends audience engagement beyond a single visit and creates a more personalized digital experience that encourages repeat interaction.

4. Collection update alerts for subscribed audiences

Data flow: Axiell ? Braze

Axiell can notify Braze when new items are cataloged, digitized, or made publicly available in a specific collection area. Braze can then send alerts to subscribers who opted in for updates on those topics, such as local history, rare books, or a particular artist archive.

Business value: Supports timely communication, increases traffic to digital collections, and reduces the need for manual newsletter production.

5. Audience enrichment for more precise segmentation

Data flow: Bi-directional

Braze engagement data such as email opens, clicks, event registrations, and content preferences can be sent back to Axiell to enrich constituent records. Axiell metadata about collection interests, visit history, or research requests can also be used in Braze to refine audience segments.

Business value: Creates a more complete view of each constituent, enabling better segmentation for marketing, stewardship, and public programming.

6. Re-engagement campaigns for inactive visitors or supporters

Data flow: Axiell ? Braze

Axiell can identify users who have not interacted with collections, events, or services for a defined period and pass those records to Braze. Braze can then launch re-engagement journeys such as ?what?s new? campaigns, personalized content highlights, or membership renewal prompts.

Business value: Helps recover dormant audiences, improves retention, and supports ongoing relationship management without manual list building.

7. Cross-team workflow for fundraising and public engagement

Data flow: Bi-directional

Development, marketing, and collections teams can use Axiell as the source of authoritative collection and audience context while Braze handles campaign execution and response tracking. Campaign performance data from Braze can be fed back into Axiell to inform future outreach, stewardship, and program planning.

Business value: Aligns curatorial, fundraising, and marketing efforts around shared audience data and improves coordination across departments.