From emails to engagement: Kueski's journey in cross-channel communication

In the world of customer engagement, there is always room to learn and improve, and this sentiment is especially relevant to our Grow With Braze event series.

At our recent Grow With Braze Mexico event, we had the opportunity to hear from two experts on the subject: Elisa Hernández, Senior Director of Product Management, B2C at Kueski, and Matias Bossie, Regional Manager for North Latam at Minders.

Together, they shared their experiences on how they achieved extraordinary results using Braze and WhatsApp.

Getting to know Kueski

Kueski is a fast-growing buy now, pay later (BNPL) and online consumer credit platform in Latin America, known for its innovative financial services. Its flagship product, Kueski Pay, allows customers to make purchases and pay later, both online and in physical stores.

The company also offers Kueski Cash, a personal loan product. Applying artificial intelligence, Kueski enhances access to financial services at scale.

To date, the company has issued more than 25 million loans across Mexico, benefiting individuals and entrepreneurs. Notably, about 30% of Mexico's top eCommerce merchants now offer Kueski Pay as a payment option.

Since its inception, the company has evolved significantly, transitioning from offering personal loans to becoming a leader in the "buy now, pay later" (BNPL) sector. This shift has been crucial in understanding the Mexican market and enabling credit for both online and in-store purchases.

Kueski’s challenge: Attracting and retaining customer attention

Elisa began her talk by setting the scene for Kueski’s customer engagement transformation, highlighting the challenges the brand faced in capturing and keeping customer attention via their overcrowded email inboxes.

Kueski's initial communication strategy was focused on emails directed at a specific segment. However, when click-through rates began to decline, Kueski knew they needed to radically rethink their customer engagement strategy.

In recognition of the changing expectations of modern customers, who demand frictionless personalized digital experiences across multiple channels, Kueski realized email alone wasn’t enough to support the evolving needs of their audiences.

They set out to diversify their customer engagement strategy to incorporate more channels, personalize messages, and increase engagement. The brand was keen to add channels like WhatsApp for retargeting, and push notifications for app engagement, but not at the expense of efficient, scalable execution—which is where Braze comes in.

Kueski’s opportunity: Consolidate channels, simplify execution

As part of their vision, the Kueski team recognized the opportunity to unify their communication efforts across channels in a smarter, more data-driven way. Rather than relying on separate tools for email, push notifications, and in-app messaging, the team made a strategic move to centralize user data and orchestrate communication through a single platform.

By integrating Braze as part of this strategy, Kueski was able to centralize user data, streamline segmentation, and deliver consistent, personalized messaging across channels, enhancing both operational efficiency and the overall user experience.

This shift wasn’t just about multichannel presence, it was about intelligent orchestration. With the Braze platform and their agency, Minder’s, support, Kueski transformed how it connects with users: enabling more relevant, timely, and consistent interactions at scale.

Focusing on WhatsApp as a retargeting channel

WhatsApp is one of the most effective channels for retargeting campaigns aimed at users who have interacted with your brand or shown interest in your products or services. It’s a key tool for recovering lost sales or driving specific high-value actions.

Braze enables the segmentation of users based on their interactions with WhatsApp messages—including whether they received, read, or didn’t read a specific campaign—making it possible to create personalized campaigns for each user.

In this case, Kueski strategically implemented WhatsApp retargeting to re-engage users in the funnel, which had a direct impact: +15% increase in conversions. The key to success was timing and personalization—each user received the right message, through the right channel, at the right moment.

Achieving cross-channel scale and efficiency with Braze

As part of its broader strategy to deliver highly personalized and efficient user experiences, Kueski evaluated multiple messaging solutions, including lower-cost options for WhatsApp.

However, the team prioritized long-term impact over short-term savings by choosing to manage WhatsApp through Braze, where value lies in the ability to unify behavioral data across channels.

This decision enabled Kueski to take its cross-channel strategy to the next level: Orchestrating WhatsApp, email, and push notifications in a cohesive and data-driven way. Instead of sending mass campaigns, the team was able to deploy truly personalized experiences.

Ultimately, Kueski's success is not solely due to the implementation of WhatsApp, but is attributable to a comprehensive strategy that considers all communication channels. By using Braze Canvas, Kueski could segment their audience and personalize their messages effectively across all channels through one intuitive orchestration interface.

Key takeaways

1. Know where your users are: Understanding the nuances of the Mexican market, where most people have access to a mobile phone, but not a computer, is crucial for understanding which channels to use.
2. Personalize where possible: Cross-channel communication allows for the personalization of messages based on user segments, adapting communications to their needs and behaviors.
3. Fine-tune your messaging: The communication strategy must align with the type of product you offer, considering the timing and relevance of messages.
4. Be respectful: It is essential not to overwhelm users with excessive communication and to send messages at appropriate times – consider frequency capping to avoid bombarding users on highly personal channels like WhatsApp.

Final thoughts

Kueski's journey towards cross-channel communication is an inspiring example of how companies can transform their approach to customer engagement.

The key lies in knowing your audience, personalizing communications, and having a well-defined strategy that integrates the right channels for your audience.

Looking to network with peers and gain exclusive insights to grow your brand?

Visit our Grow With Braze event hub for all upcoming events around the world and opportunities to learn from the very best: https://brazeevents.braze.com/grow-with-braze.