Issue

When updating a user’s email address via Segment, you may notice the new email is correctly reflected in Segment, but the user’s profile in Braze sometimes reverts to the old email address. This issue typically occurs when multiple email updates happen in quick succession, causing Braze to receive and apply outdated information.

Product

Twilio Segment

Environment

Segment Console

Cause

When multiple updates to a user profile (such as email changes) are sent in rapid succession, Segment cannot guarantee the order in which these updates are delivered to Braze. 

Braze applies the last update it receives, regardless of when the change actually occurred, because the Braze endpoint used in this integration does not support timestamp-based deduplication or ordering. 

As a result, an older update may arrive after a newer one and overwrite the correct email with an outdated value.

Resolution

To address this issue:

1. Understand the limitation: Segment delivers all user traits (including email) present in the identify event payload to Braze. The order of delivery is not guaranteed when updates are sent in quick succession.
2. Review Braze endpoint capabilities: Check if Braze offers an endpoint or configuration that supports timestamp-based profile merging or deduplication to ensure only the most recent update is applied.
3. Adjust Segment mapping (optional): If you want to prevent certain traits (like email) from being sent in every identify call, adjust the mapping in the Segment Braze Actions destination or use a transformation to control which traits are forwarded.
4. Coordinate update timing: Where possible, avoid sending multiple profile updates for the same user in rapid succession.

Additional Information 

• This behavior is not specific to your Segment configuration; it is standard for how Segment’s identify calls work with Braze Actions.
• Most Segment sources and SDKs include all available user traits in each identify call by default.
• For more information on configuring mappings or transformations in Segment, refer to the Segment documentation on Braze Actions destination.