Broadcasts

Overview

Broadcasts enables marketers to send batch and blast campaigns directly to their audiences through Segment's native Email, SMS, and WhatsApp channels. This product eliminates the need for third-party ESPs and messaging providers, offering a unified, integrated solution within the Segment platform.

By leveraging Segment's rich customer data and real-time CDP capabilities, Broadcasts empowers marketers to create highly targeted campaigns with deep personalization, while simplifying their tech stack and reducing vendor management overhead.

Key Features

Native Multi-Channel Messaging

Send campaigns across Email, SMS, and WhatsApp from a single unified platform. Native integration with Segment CDP ensures consistent messaging and seamless audience targeting across all channels.

Rich Personalization

Leverage any customer data in Segment to personalize message content, including behavioral data, profile attributes, and real-time events. Dynamic content insertion ensures each recipient receives relevant, contextual messaging.

Integrated Campaign Management

Create, schedule, and manage campaigns directly within Segment. Built-in analytics and reporting provide comprehensive insights into campaign performance, delivery rates, and engagement metrics across all channels.

Impact

• Simplified tech stack by consolidating messaging channels into Segment platform
• Reduced integration complexity by eliminating multiple third-party ESP integrations
• Enabled faster campaign deployment with direct access to Segment audience data
• Improved message personalization through seamless CDP data integration
• Reduced vendor costs by providing native messaging capabilities

My Role

As Staff Product Manager, I led the product strategy and execution of Broadcasts from concept to launch. Key responsibilities included:

• Defined product vision to consolidate messaging channels within Segment platform
• Conducted market research to identify gaps in existing ESP solutions and customer pain points
• Collaborated with engineering to design scalable multi-channel messaging infrastructure
• Partnered with design to create intuitive campaign creation and management experiences
• Established compliance frameworks for Email, SMS, and WhatsApp regulations (CAN-SPAM, TCPA, etc.)
• Led go-to-market strategy and customer adoption programs