emailrules.today

Platform changesBraze

Platform ledger

What Braze changed.

A dated release roughly monthly, all on one page. Individual items are not permalinked, so each row below cites the release it appeared in and links to that release's anchor.

3 changesverified 2 Aug 2026read from Release notes
SharedThe platform covers the mechanical bit. The judgement is still yours.Already handledMainstream platforms do this automatically. You can move on.
Announced
Shared

Microsoft SNDS data appears in the Deliverability Center for Amazon SES senders

What changed: For workspaces that send email through Amazon SES, Braze’s Deliverability Center now displays Microsoft SNDS metrics for dedicated sending IPs, and backfills up to 90 days of history when the feature is switched on for the workspace.

Why it matters: SNDS is the only place Microsoft tells you what it thinks of your IP — complaint rate, trap hits, filter result — and most senders never look, because it lives behind a separate registration on a Microsoft site nobody has open. Putting it in the tool people already have open is the difference between knowing and guessing. Read the scope before you celebrate: dedicated IPs, and only for workspaces on Amazon SES.

Do next: Switch it on and read the backfilled 90 days before you read anything else. If your complaint rate at Outlook was already high, the history will show you the week it started, which is usually the week something else changed.

Braze changed · these did not

Announced
Already handled

Orphaned subscription records stopped being inherited by new profiles

What changed: Braze now manages what it calls orphaned subscription state records — subscription data held against a phone number or email address that is not attached to any user profile — to stop a newly created profile inheriting subscription state from a deleted or unrelated user. Braze files the item under SMS; its own description of the record covers a phone number or an email address.

Why it matters: Inherited subscription state is a consent bug wearing the costume of a data bug. A profile created on an address that once belonged to someone else could arrive already subscribed, and nothing in your records would explain why. Every regime that requires provable consent requires it for a person, not for a string of characters that has had two owners.

Do next: If you have ever deleted and recreated users on the same addresses — a migration, a de-duplication, a tidy-up of test accounts — spot-check a handful of those profiles for a subscription nobody gave.

Braze changed · these did not

Announced
Shared

The Email Open event started carrying a machine_open field

What changed: Braze’s Email Open event now generates a machine_open field value, which reports into a Machine Open metric.

Why it matters: Apple’s Mail Privacy Protection fetches images on the recipient’s behalf, so a large share of every open a platform records is a proxy server rather than a person. Until the two are separated, open rate is a number describing Apple’s infrastructure. A flag in the event stream is what lets you take machine opens out of a report, a segment or a re-engagement trigger — but the flag does nothing until somebody changes the report.

Do next: Find the segments and flows that treat an open as engagement, starting with the sunset policy. One that counts a machine open will keep mailing people who have not looked at you in a year, and will report that as success.

Braze changed · these did not

Only changes that touch deliverability, consent, classification or a number you report are listed. Braze ships far more than this; a builder getting a new toolbar is not a change to what is true about your programme. Missing something dated? corrections@emailrules.today.

FAQ

Awkward questions

Who is this actually for?

People who ship email and are too busy to re-read every PDF: week-one marketers, lifecycle/CRM, deliverability, multi-country ops, DTC brands, agencies — on Klaviyo, Mailchimp, Braze, HubSpot, SFMC, or something else. Pick your tool and geos so product-specific pages only appear when they match. EU and UK are first-class filters. Not for people who sell tools about email and need a fake score to demo.

Why only ~40 rules? Isn’t that… thin?

On purpose. A wall of 400 undated “best practices” is how you look busy and still get burned. Every page needs a primary source we actually read. Thin and checkable beats fat and folklore. Europe, bulk inbox rules, measurement honesty, and protocol topics like BIMI/DMARC policy are on the shelf when we can cite them — not every Member State and not every vendor myth. Coverage map lists what we still refuse to invent.

Is this legal advice?

No. If it were, you’d have a billable hour and a longer PDF. This is a dated operator reference written by an email geek. Confirm anything high-stakes with counsel who knows your facts. Same for “will this make me compliant?” — no tool does that. Lawyers and judges do. We say what the sources say and what to do first on Monday.

Why no trust score out of 100?

Because we refuse to invent a number you can’t audit. Fake scores sell seed tests and panic. You get findings, dates, and links. If that feels less exciting than a red dial, good — you’re not the red-dial customer.

Why should I trust you more than my ESP’s blog?

ESPs sell seats. Seed-score vendors sell fear. AI invents citations when nobody watches. We sell nothing today — no pixels, no placement scores, no affiliate — so we can say when a tool is the problem. A human verifies, dates, and corrects in public. Tools may help draft; they do not ship unsourced claims. Check the primary links. Fail that test and leave.

Do I need an account?

No. Filters live in this browser and the URL. Share the link. That’s it. Accounts come later only if they earn it — not so we can nurture you about email.

I’m an agency. Where’s multi-client mode?

We tried a client-name CRM on the setup card. It made the product feel like work before it felt useful. Role filters + copy link + one-page brief (optional PDF title) is enough for now. Complexity comes back when the free shelf is habit, not before.

Is the quiet changelog a bug?

No. Quiet means nothing material moved. We don’t invent urgency so the homepage looks “alive.” Sticky risks still show what usually needs a person when the market is still.