Let's discuss personalizing messaging based on customer data and preferences

At Spark Networks, personalization is at the core of our lifecycle marketing strategy, and we leverage a mix of technology and content to build deeper connections with our users.

One of the ways we do this is through Braze’s Liquid personalization, which allows us to dynamically tailor messaging based on user attributes, behaviors, and preferences. Event-based and API-triggered messages also help us ensure that communications feel timely and relevant—for example, sending nudges when a user gets a new like or reminding them to respond to a message from a match.

We're also using webhooks to integrate real-time app interactions into our messaging strategy so we can create a seamless experience between what users do on our apps and the communications they receive.

Beyond the tech, cross-functional collaboration is key. We work closely with product, data, engineering, and customer support to ensure that we’re not just optimizing campaigns in silos but aligning our messaging with user behavior, feedback, and business goals.

By blending data-driven automation with thoughtful content, we are trying to create engaging, meaningful interactions that keep users coming back.