The subscriptions section for the newly added brand will be empty in the customer’s profile, while subscriptions for the original brand remain unchanged.

Before you can send emails for a new brand, import subscription statuses (subscribed or unsubscribed). Otherwise, your emails won’t go out.

From now on, you’ll need to choose a brand for every subscription change — whether you’re importing customers (file or API) or making subscription changes in a customer profile.

All past customer actions stay with the original brand.

No changes needed.

To assign an action, either select a brand or choose an integration point tied to that brand.

Becomes a filter for the original brand.
For example, the filter “Subscription — Subscribed” will change to “Subscription — Subscribed in Brand 1 .”

Adjust filters and segments for different brands, where necessary.

You’ll need to specify a brand in any subscription-based filters.

Becomes a filter for all the brands.
For example, the "Customer Action—Customer Registration" filter will turn into the "Customer Action—Customer Registration in Any Brand" filter.

Adjust filters and segments for different brands, where necessary.

You’ll be able to choose a specific brand in "Action—Registration" filters and "Action—First Interaction" filters — or leave it open to all brands.

Remains tied to the original brand.

Add RFM segments for the new brand if needed.

Сhoose a brand when creating a new RFM segment.

Remains tied to the original brand.

If needed, add products for your new brand.

To add products or feeds, you must assign them to a brand.

Remains tied to the original brand.

Create or duplicate campaigns for the new brand, if needed.

Specify the brand when creating campaigns

Brand is inherited from the site integration point. All previously created integration points stay tied to the first brand they were created under.

Create new forms for the new brand if needed. If you’re using custom JavaScript, you may need to adjust some API methods (see the Technical Specification section).

Nothing changes — you’ll just need to select the site where it should display.

Brand is inherited from the app integration point. All previously created integration points stay tied to the first brand they were created under.

Create In-Apps for the new brand if needed.

Nothing changes — you’ll just need to select the app.

Remain tied to the original brand.

Actions issued in Steps node inherit the flow’s brand

Event-based flow is typically triggered only by events (actions and products) associated with its brand, but there are some exceptions. Learn more in the Events in flows section.

If needed, duplicate your flows under the new brand — or restrict who can enter the flow to the right brand with conditions like subscriptions or touchpoints.

Specify the brand when creating a new flow.

Remain tied to the original brand. As these flows have no triggering event, they run for all the customers who meet the conditions in the schedule filter.

If needed, restrict who can enter the flow to the right brand with conditions like subscriptions or touchpoints.

Specify the brand when creating a new flow.

The entities are not linked to the brand

No changes needed.

The entities are not linked to the brand

Brand is determined by the integration point. All integration points remain under original brand.

Add the new brand’s integration point to the existing API method setup, or build new methods just for that brand.

Everything stays the same — just pick the right brand’s integration point when setting up the new method.

For any methods that pass the subscriptions object (steps such as "Customer—Register" / "Customer—Authenticated—Enrich" / "Authenticated—Edit" / "Unauthenticated—Register or Enrich" / "Customer—Import" / "Customer—Create and Subscribe to Campaigns"), if a brand isn’t explicitly specified, the customer will be subscribed under the brand associated with the method’s integration point. All integration points remain assigned to the original brand.

Any subscription-edit method ("Customer—Authenticated—Edit" and "Customer—Unauthenticated—Edit") configured as “Set manually” in edit by data field will continue updating subscriptions for the original brand.

In methods that return data ("Customer—Get Current Customer Data" and "Customer—Merge"), if no brand is specified, the response includes data for all brands.

New fields will appear in exports:

Review the settings for any methods that include these steps. Specify a brand where required, or allow all brands when appropriate.

You’ll be able to choose a brand in integration points, route actions by brand, or update multiple brands’ data in a single API call.

All brands allowed

If needed, restrict staff access to brand folders. For each folder, either assign a specific brand or leave it available to all brands.

You can restrict specific folders by brand. This ensures campaigns and flows can only be created under the allowed brand, and only by staff who have permission for that same brand.

The entities are not linked to the brand

You can limit promotions by channel, so that they apply to websites and offline stores of the selected brand only.

Creating promotions works the same way as before. Use channel limits to make a promotion run only for the chosen brand’s online or offline channels.

The entities are not linked to the brand

Сan be grouped and managed by type if needed.

Adding discount cards works the same way as before.

Product brand is automatically considered in recommendations.

No updates needed

Nothing changes

The brand is not considered in A/B testing. However, tests are tied to campaigns for a specific brand, so the winning variant is unaffected.

No updates needed

Nothing changes

Brand is determined by the integration point.

Create tests for the new brand if needed

Nothing changes, you need to select a website for the test

You can view reports for a specific brand.

No updates needed

Nothing changes

Report subscriptions stay tied to the initial brand.

Re-subscribe or add a subscription to a new brand if needed

Specify the brand when subscribing

Integration points stay tied to the initial brand.

Create integration points for the new brand. If needed, add them to existing methods or set up separate methods for that brand.

Specify the brand when creating Integration points.

FTP import stays tied to the initial brand.

Duplicate it for the new brand if needed

Specify the brand during setup.

Brand isn’t set in the FTP configuration, but it may appear in exports depending on the method you use

No updates needed

Nothing changes

Each call always includes an endpointId (integration point), which determines the brand. Product import, however, requires explicitly passing the brand in the URL or request body.

Set up calls for the new brand’s integration points, and include the brand in product import requests.

Nothing changes. Just use the integration point for the correct brand in your calls. For product imports, you must always pass the brand explicitly.

SMPP connections stay tied to the initial brand.

Add SMPP connections for the new brand if needed.

Specify the brand during setup.

The entity is not linked to the brand. However, you may have to specify the brand in the request body when passing a subscription object (see API documentation section)

Check if calls include subscription data. Add the brand if needed.

You can specify the brand in webhook request body when including a subscription object.

Allowed in all brands

No updates needed

Can be allowed in specific brands only

The entities are not linked to the brand

You can add new ones for the new brand—for example, to limit promotions.

Nothing changes

All brands allowed

Restrict staff members by brand if needed.

You can restrict staff members by brand. This ensures they can only create campaigns and flows for that brand, and they’ll only be able to build filters within their assigned brand.

Only users with “Brand View” permission can create campaigns and flows.

Add the "Brand View" permission to the staff members and security groups

Nothing changes

Loyalty program participants stay tied to the initial brand.

Specify for the new brand if needed

You have to select the brand during the setup

Applies to the entire project, not individual brands.

No updates needed

Nothing changes

Is automatically scoped to the brand

No updates needed

Nothing changes

The entities are not linked to the brand

No updates needed

Nothing changes

The entities are not linked to the brand

No updates needed

Nothing changes

DKIM senders and subscriptions stay tied to the initial brand.

Add senders for the new brand

The senders will be created within the specific brand

Subscription confirmation stay tied to the initial brand. New brands are added with subscription confirmation disabled by default.

Set up subscription confirmation for the new brand or leave it disabled

You can enable or disable Subscription confirmation for each brand independently.

Subscription confirmation stay tied to the initial brand. New brands are added with subscription confirmation disabled by default.

Set up subscription confirmation for the new brand or leave it disabled

You can enable or disable Subscription confirmation for each brand independently.

Remain tied to the original brand. For any new brand, default UTM tags are applied automatically
utm_campaign ${Message.MailingUtmName}
utm_source maestra
utm_medium email

Update the UTM tags for Email, and add Web Push tags for the new brand if needed.

You can configure tags for each brand independently.

Remain tied to the original brand.

Add topics for the new brand if needed.

Create topics within the specific brand

Control groups aren’t scoped to a brand, since customers can interact across brands.

No updates needed

Nothing changes

Saved Subscription filters apply to the original brand by default. For example, “Subscription—Subscribed” filter will become “Subscription—Subscribed to Brand 1”. The "Action—Registration" and "Action—First Interaction" filters will become set 'in any brand'. For example, the "Customer Action—Customer Registration" filter will turn into the "Customer Action—Customer Registration in Any Brand" filter.

Update any auto-deletion filters that use these conditions, if needed.

When setting auto-deletion criteria in filters, make sure to select a brand.

API methods;

Pop-ups, embedded blocks, widgets;;

In-Apps,

A/B tests for website.