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Braze Custom HTML In-App Message Guide & Best Practices

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Ever wished you could fine-tune your in-app messages beyond the basics? Custom HTML messages in Braze give you complete creative control, letting you design eye-catching, interactive experiences that truly engage your users.

This is crucial in a mobile world where grabbing—and keeping—attention is everything. Whether you want to personalize campaigns, boost conversions, or simply stand out from the crowd, mastering custom HTML messages is your secret weapon.

In this article, you’ll discover exactly how to create and deploy Braze custom HTML in-app messages, with clear steps, practical tips, and best practices to make your messages shine.

Related Video

How to Use Braze Custom HTML In-App Messages: A Comprehensive Guide

Custom HTML In-App Messages within Braze are a powerful resource for marketers and product managers looking to deliver highly personalized, interactive experiences directly within mobile or web apps. If you want full creative freedom, the Custom HTML message type empowers you to go beyond the default templates, build beautiful content, and integrate complex features.

Let’s take a deep dive into what Braze Custom HTML In-App Messages are, how you can create and launch them, and the best practices to maximize impact while minimizing hassle.

What Is a Custom HTML In-App Message in Braze?

In Braze, an in-app message (IAM) is a targeted notification or piece of content that appears to users while they’re using your app or website. Unlike push notifications, these don’t require users to opt in and can be deeply integrated into the user journey.


braze-inc/in-app-message-templates - GitHub - braze custom html in app message

While Braze offers several out-of-the-box IAM layouts (like modals, banners, and sliders), the Custom HTML option unlocks unique customization. You can:

  • Build entirely branded messages styled by your own HTML and CSS.
  • Add dynamic behaviors with JavaScript.
  • Embed interactive elements like surveys, forms, videos, or carousels.
  • Collect additional data by embedding tracking or custom action buttons.

In short: Custom HTML IAMs let you transform user communications into engaging, actionable experiences tailored to your brand.

Step-by-Step: How to Create a Custom HTML In-App Message in Braze

1. Plan Your Message

Before jumping into the code, clarify your goals:

  • What’s the message or call-to-action?
  • Who is your audience?
  • Where and when should the message trigger?
  • What interactive features do you need (e.g., forms or video)?

A solid plan ensures your custom HTML message delivers value, rather than distracting users.


In-app messages for the Braze SDK - braze custom html in app message

2. Accessing the Custom HTML Editor

To start building a custom HTML IAM:

  1. Log in to your Braze dashboard.
  2. Navigate to Messaging and select In-App Messages.
  3. Click Create In-App Message (or a similar button).
  4. Choose the Custom HTML template.

This will open the Braze code editor, where you can paste or write your HTML, CSS, and JavaScript.

3. Writing Your Custom HTML, CSS, and (Optionally) JavaScript

Within the editor, you have full control over your message’s design and functionality.

Tips:
– HTML: Structure your message (headings, text, images, buttons).
– CSS: Style fonts, colors, spacing, and layouts to match your brand.
– JavaScript: Add interactivity, animation, or tracking. Make sure your scripts are lightweight for fast loading.

Example (basic structure):


  Special Offer!
  Unlock a 20% discount on your next purchase.
  Claim Now


<p align="center">
<a href="https://www.braze.com/docs/user_guide/message_building_by_channel/in-app_messages/traditional/customize" target="_blank" rel="noopener nofollow">
    <img decoding="async" class="aligncenter size-full" src="https://api.thumbnail.ws/api/abb219f5a525421d9b5de3aeb1f516da274607dec471/thumbnail/get?url=https%3A%2F%2Fwww.braze.com%2Fdocs%2Fuser_guide%2Fmessage_building_by_channel%2Fin-app_messages%2Ftraditional%2Fcustomize&width=800" alt="Custom In-App Messages - braze.com - braze custom html in app message" loading="lazy">
</a>
</p>


.custom-message {
  padding: 20px;
  background: #fff3cd;
  border-radius: 8px;
  text-align: center;
}
button {
  background: #29a745;
  color: white;
  padding: 10px 20px;
  border: none;
  border-radius: 4px;
  cursor: pointer;
}

function handleButtonClick() {
  // Example: Trigger a Braze custom event or dismiss the message
  // window.ab.InAppMessage.hide();
  alert('Discount Unlocked!');
}

Note: Some JavaScript functionality may be limited by Braze for security and compatibility reasons. Review their documentation for any restrictions or best practices.

4. Preview and Test

  • Use the Braze preview feature to see how your message will appear on different devices.
  • Send test messages to various user segments to confirm:
  • Content displays as intended.
  • All interactive elements work.
  • Tracking (if used) is firing correctly.


InAppMessage | Braze Web SDK - js.appboycdn.com - braze custom html in app message

5. Configure Targeting and Triggers

Fine-tune who and when sees your message by setting:

  • Audience filters (e.g., all users, power users, recent buyers).
  • Trigger events (e.g., app open, page view, after a certain action).
  • Frequency caps (how often a user can see this IAM).

6. Launch and Monitor Performance

Once you’re confident, activate your message. Afterwards, monitor key analytics, such as:

  • Impressions
  • Click-through rate (CTR)
  • Conversions
  • Dismissals

Use these insights to optimize your messages over time.

Benefits of Using Custom HTML In-App Messages

Why invest extra effort into custom HTML, rather than just using Braze’s default layouts?

Unmatched Flexibility

  • Implement creative and branded layouts without template constraints.
  • Add advanced features, like embedded games, calculators, or dynamic content.

Enhanced Interactivity

  • Create forms that collect user feedback or email addresses.
  • Integrate custom buttons, surveys, rating stars, or progress bars.

Seamless Brand Integration

  • Match your company’s visual guidelines precisely.
  • Support unique fonts, icons, color palettes, and animations.

Deeper User Engagement

  • Personalized content and interactivity drive higher engagement and conversion rates.
  • Contextual triggers allow you to meet users when and where it matters most.

Key Challenges and Best Practices

While custom HTML IAMs are powerful, they come with responsibilities. Here’s how to make your project a success:

1. Keep It Lightweight

  • Avoid large scripts and heavy images; IAMs should load instantly.
  • Compress assets and use minimal libraries.

2. Make It Accessible

  • Use semantic HTML elements for screen readers.
  • Ensure button labels and text are easy to read.
  • Test color contrast and tap targets for usability.

3. Test Across Devices

  • View your message on both Android and iOS devices, plus a range of screen sizes.
  • Account for orientation changes (portrait/landscape).

4. Protect User Privacy and Security

  • Don’t collect unnecessary personal information.
  • Sanitize and validate all user input.

5. Handle Dismissals Gracefully

  • Ensure users can easily close or dismiss messages.
  • Don’t force actions unless absolutely necessary.

6. Use Braze SDK Features

  • Integrate with Braze’s analytics by triggering custom events on button clicks.
  • Use Braze’s personalization tokens to insert user names or dynamic content.

Practical Tips for Effective Custom HTML In-App Messages

  • Start with a Template: Even if you switch to custom HTML, look at Braze’s standard layouts for structural ideas.
  • Collaborate: Involve designers and developers early for more dynamic, brand-aligned messages.
  • A/B Test: Try different versions of your message to identify what resonates most with your users.
  • Version Control: For recurring campaigns, store your custom HTML files in your company’s git repository.
  • Documentation: Comment your code and keep documentation so future teammates can maintain or update messages.

Cost Considerations

Implementing custom HTML IAMs doesn’t usually increase your Braze subscription fee, but there are hidden costs to think about:

  • Development Time: You may need front-end developers or designers, especially for complex features.
  • Testing & QA: More bespoke messages need thorough testing, possibly on more devices.
  • Ongoing Maintenance: As your app or website evolves, your custom messages may need updates to remain compatible and stylish.

If you’re sending messages internationally, remember that translations and localization add to your time investment.

Common Challenges and How to Overcome Them

Challenge 1: Rendering Issues

Solution:

  • Use simple, broadly supported HTML and CSS.
  • Avoid positioning tricks that may not work on all devices.

Challenge 2: Limited JS Support

Solution:

  • Only use JavaScript functions documented as supported by Braze.
  • Test, test, test to ensure consistent user experience.

Challenge 3: Tracking Custom Events

Solution:

  • Use the Braze SDK’s event APIs inside your button handlers to record engagement.
  • Cross-check event payloads in your Braze analytics dashboard.

Challenge 4: Performance

Solution:

  • Load images via CDN and keep code concise.
  • Don’t run long synchronous scripts, which could slow down the app.

Summary

Custom HTML In-App Messages in Braze are the ultimate toolkit for brands seeking to connect with users in personal, interactive, and innovative ways—right inside their app or on the web. By balancing creative ambition with robust planning, accessibility, and user-friendliness, you can design memorable experiences that drive real results.

Start simple, optimize as you go, and always listen to your users’ feedback. With Braze’s powerful platform and thoughtful custom HTML, your campaigns can truly stand out.

Frequently Asked Questions (FAQs)

1. Do I need to be a developer to create Custom HTML In-App Messages in Braze?
While deep expertise isn’t required for basic messages, some knowledge of HTML, CSS, and JavaScript will help you create more advanced or interactive IAMs. Collaboration with a developer or designer is recommended for complex projects.

2. Can I use third-party libraries or frameworks in my Braze custom HTML messages?
You can use simple libraries, but remember that large or unsupported scripts may impact performance and compatibility. Always check Braze’s current security and capability documentation.

3. How do I track user interactions inside a custom HTML message?
Leverage the Braze SDK’s JavaScript APIs to trigger custom events or track button clicks. You can then view and analyze this data in your Braze dashboard.

4. How do I ensure my custom message looks good on all devices?
Test your message on various devices and screen sizes. Use responsive CSS, and avoid fixed-width layouts or elements. Braze’s preview tools help, but real-device testing is also important.

5. Are custom HTML in-app messages safe and secure for users?
If you follow best practices—sanitizing inputs, avoiding the collection of sensitive data, and keeping scripts minimal—custom HTML IAMs are safe. Always review security documentation and don’t include any code you don’t fully trust or understand.

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