Case Study
Migrating for Growth: How Two Chairs Improved Conversion Campaign Testing by Migrating to Braze
Client:
Two Chairs
Services:
Platform Migration
Duration:
8 weeks
The Challenge
Therapy-matching service Two Chairs was operating on a legacy cross-channel marketing platform that didn’t fully account for the evolving needs of the lifecycle marketing and product teams. Their ability to drive growth through email and SMS was restricted by limited features for A/B testing and conversion reporting, leading to missed opportunities for higher engagement and improved ROI.
After selecting Braze as their new platform, Two Chairs selected us as their implementation partner due to our deep platform experience, our ability to help make the data and campaign migration process seamless, and to quickly begin running growth experiments. With engineering resources in short supply, the team also needed a partner that could support the technical challenges of accurately maintaining data on user profiles, managing appointment reminders, advanced campaign personalization, and more.
Our Solution
Without good data flowing in and out, your cross-channel marketing platform won’t be effective at driving growth, and its features will be severely underutilized. The first thing we did was work closely with internal marketing, product, and engineering stakeholders to understand the user journey, data sources, user profile attributes, behavioral events, and reporting destinations. We worked daily with engineers to QA the data source pipelines in a staging environment, ensuring accurate user attribute and event data was flowing into Braze.
We were asked to leverage Braze’s own features to take some lift off of engineers to create new user attributes, so we created a series of webhook campaigns to store, update, and clear user attributes. Taking full advantage of Braze’s Liquid scripting language, APIs, and Canvas journey pathing tools, we were able to create advanced data manipulation methods that significantly reduced engineering’s time invested in the migration. With clean data flowing in/out of Braze, Two Chairs was now finally able to start measuring baseline conversion metrics, and begin migrating campaigns.
To enable quick email template development, we collaborated with designers to create a clean and elegant system of Content Blocks that could be used in Braze’s drag-and-drop email editor. Additionally, to make future marketing operations efficient, we built some reusable modules containing some of the most advanced Liquid code we had ever implemented.
The Results
As data began to flow into Braze, users’ profiles were correctly populated with all the relevant information needed to migrate all existing conversion campaigns and begin a/b testing. In 4 weeks, we sprinted towards 50+ reusable email Content Blocks, 50 modular email templates, 10 SMS notifications, and we migrated all of conversion campaigns over to Braze. Additionally, as we began launching campaigns out of Braze, email engagement exceeded that of the previous versions of the campaigns in the legacy platform. Open rates improved approximately 10% due to careful IP warming, and undelivered/bounced emails dropping dramatically. With a clean cross-channel marketing platform for experimentation, Two Chairs was now equipped with the resources it needed to begin A/B testing, and drive more conversions in 2025.
Working with Grohaus on our Braze migration was a game-changer. They helped us seamlessly transition from our previous platform, ensuring we had the right data infrastructure to enable better segmentation, personalization, and experimentation. Their team was hands-on, proactive, and deeply knowledgeable, making what could have been a complicated process feel smooth and strategic. Thanks to their support, we’re now set up to scale our lifecycle marketing efforts with more precision and impact. I highly recommend them for your migration project!
Lawrence Gross
Director of Digital Marketing (former), Two Chairs
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