Case Study: Babylon Health achieves 90% faster email production and personalized campaigns with Braze

Babylon Health Uses Flexible Modular System to Cut Email Production Time by 90%

Babylon Health, an app-based medical provider operating internationally, faced slow, error-prone email production that made personalization difficult and required CRM team members to edit HTML directly. To scale outreach while staying compliant with medical privacy rules, Babylon turned to the Braze platform (using reusable Content Blocks and personalization capabilities) to simplify and modularize email creation.

With Braze, Babylon’s Senior CRM Manager built a Google Sheet–driven tool that auto-generates HTML for Content Blocks and leverages Liquid tags for personalized content by gender, age, region and app features. The modular approach cut email production time by 90% (hours to minutes), enabled rapid A/B testing and market-specific edits, and freed the team to focus on creative optimization—delivering measurable KPI improvements and more engaging, personalized weekly newsletters.

Babylon Health

Jim McCarthy

Senior CRM Manager