Iterable

Overview

Reviews

Iterable gets the job done!

8
Iterable is currently being used by the majority of the business and we will be transitioning everything to run from Iterable. Iterable …

A solid product

8
Iterable is used across multiple departments and teams. It's used primarily to automate emails/sms/automated calls to allow teams to work …
Read full review

Iterable gets the job done

9
Iterable has become our central point for organizing and streamlining customer communications. While there are still features we'd like to …
Read full review

Iterable is Fantastic!

9
We use Iterable as a tool for user retention. Iterable allows design and marketing to collaborate on retaining users and increasing …

Ditch the old clouds

9
We are using Iterable for all of our consumer emails. This includes our direct to consumer emails and also users who have purchased a …

Popular Features

View all 14 features

Email deliverability reporting (27)

6.3
63%

A/B testing (19)

6.1
61%

List management (19)

5.6
56%

Dynamic content (18)

5.1
51%

Reviewer Pros & Cons

View all pros & cons

Pricing

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Iterable

$500

Cloud
per month

Entry-level set up fee?

  • Setup fee optional

Offerings

  • Free Trial
  • Free/Freemium Version
  • Premium Consulting / Integration Services

Features Scorecard

Email & Online Marketing

5.8
58%

Reporting & Analytics

4.8
48%

Platform & Infrastructure

6.5
65%

Product Details

What is Iterable?

Iterable is a growth marketing and user engagement platform. This platform is designed to help B2C marketers to send the right message to the right devices at the right time.

Iterable supports all types of marketing campaigns (blast, lifecycle, transactional) across all messaging channels (email, web, mobile push notifications, SMS).

Iterable Features

Email & Online Marketing Features

  • Supported: WYSIWYG email editor
  • Supported: Dynamic content
  • Supported: Ability to test dynamic content
  • Supported: A/B testing
  • Supported: Mobile optimization
  • Supported: Email deliverability reporting
  • Supported: List management
  • Supported: Triggered drip sequences

Reporting & Analytics Features

  • Supported: Dashboards
  • Supported: Standard reports
  • Supported: Custom reports

Platform & Infrastructure Features

  • Supported: API
  • Supported: Role-based workflow & approvals
  • Supported: Customizability

Additional Features

  • Supported: Segmentation on any field or criteria
  • Supported: Workflow builder (without coding)

Iterable Screenshots

Send the right messageTo the right deviceAt the right timeIn real time

Iterable Video

Iterable Integrations

Iterable Competitors

Iterable Customer Size Distribution

Consumers0%
Small Businesses (1-50 employees)0%
Mid-Size Companies (51-500 employees)50%
Enterprises (more than 500 employees)50%

Iterable Technical Details

Deployment TypesSaaS
Operating SystemsUnspecified
Mobile ApplicationNo
Supported CountriesUnited States, United Kingdom, Australia
Supported LanguagesEnglish

Alternatives

View all alternatives

Frequently Asked Questions

What is Iterable?

Iterable is a growth marketing and user engagement platform. It is designed for B2C markets and supports all types of marketing campaigns (blast, lifecycle, transactional) across all messaging channels (email, web, mobile push notifications, SMS).

What is Iterable's best feature?

Reviewers rate Customizability highest, with a score of 7.3.

Who uses Iterable?

The most common users of Iterable are from Small Businesses and the Financial Services industry.

Reviews and Ratings

(33)

Ratings

Reviews

(1-19 of 33)
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Bella Castilla | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Review Source
Iterable is a convenient tool for me as it is a cross-channel platform that provides an opportunity for marketers to develop their own interactive marketing during the entire customer journey. With Iterable, brands can come up with individualized campaigns that can earn engagement to a great extent. Iterable has been developed with modern technologies that can convert tools to customized engagement. Iterable leverages brands and gives them the autonomy to execute and implement those marketing strategies which can inculcate connections and form experiences.
  • Iterable has been evolving and getting more innovative. I thoroughly enjoy the workflow section on the UI of Iterable. Moreover, I have been really impressed by the customer success team that is always helping us out. Also, the upper management is always there whenever I need to get in a discussion about any further needs that we might have.
  • We have been using Iterable for a while now primarily as a tool for user retention. It is overall a great option because it is an omni-channel solution that sends emails and much more.
  • Iterable is undoubtedly one of the most supportive software that I have ever used.
  • Even though Iterable is a great software still there are certain loopholes associated with it. The most important cons of Iterable is its design of the template versus messages.
  • It can sometimes be a pain to edit a template and have it not reflect down to a message the way you initially wanted it to be. Also, the reports could be a little more polished.
I would highly recommend Iterable especially if you are a large enterprise company with unlimited resources and are willing to get lots of customization done. However, to be honest, if you are a small business then I wouldn’t highly recommend Iterable to you because in my opinion, it fits well in a larger company. Also, I think that Iterable is a great software for B2C companies who are looking to focus on improving their retention using cross-channel messaging.
Jason Paddock | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
Review Source
Iterable is currently being used by the majority of the business and we will be transitioning everything to run from Iterable. Iterable provides us workflows that we can configure to make sure that we send the correct message to the correct customer at the right time.
  • System and Workflow webhooks
  • Multi-language emails
  • 360 degree view of the customer in a single page
  • Ease of drilling down on event data
  • Segmentation
  • Workflow webhooks have limited customization and data options
  • Custom events are great for segmentation and workflow triggers, but unusable to personalize an email based on past custom events.
  • No rate limiting on webhooks. Easy to bring down a third party vendor if processing a list.
Iterable isn't great for handling ecommerce companies based on how you can utilize their custom events and no ability to track events for anonymous users. If you have an advanced email program that is data driven, Iterable probably isn't the best tool for you. They are an affordable vendor, but that comes at the cost of truly personalized 1:1 emails.

If you have a rather basic email program where you send emails in batch or trigger based, you should be able to get by.
Michael Finger | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Review Source
We use Iterable for a range of marketing communications, primarily client retention. We have a range of communications set up; from newsletters to complex and targeted workflows.

I find Iterable to have a simple user interface and straightforward to build a workflow. Editing emails and implementing filters are easy compared to other systems. Reporting is simple and easy to access.
  • Ease of use
  • Simple reporting
  • Good support from our account manager
  • Complex workflows are slow
  • Reporting is a little too simple. I'd like to have the ability to set up reports on specific emails within a workflow
  • I'd like a more comprehensive inbox testing system
Easy to setup up since email campaigns, and straightforward logic on conditional content for segmentation
October 12, 2021

A solid product

Score 8 out of 10
Vetted Review
Verified User
Review Source
Iterable is used across multiple departments and teams. It's used primarily to automate emails/sms/automated calls to allow teams to work more efficiently. It integrates with our proprietary CRM which makes it pretty seamless, most of the time
  • Automate external comms like emails/SMSs
  • Automate internal comms like internal notes/adding or removing tags
  • Automate internal processes like life cycle changes
  • Please create a feature where you can create a library of commonly used nodes that can be accessed and pulled into multiple workflows
  • I'd like more opportunity to schedule a call with support
Iterable picks up where our CRM leaves off. We don't have the ability to automate external comms to customers, but now we do. Furthermore the filter nodes help to ensure only the right cases get automated.
Score 10 out of 10
Vetted Review
Verified User
Review Source
Iterable is being used by our marketing and product department and allows us to send personalized messages to our users across their lifecycle journey.
  • Incredible customer support and documentation
  • Integrates with a ton of platforms
  • Data structure in JSON is easy to use and powerful
  • Workflows and Segmentations are easy to create
  • More advanced reporting but you can send data through a CDP like Segment to use in internal tools and dashboards
  • Web in-app messages separate from mobile in-app messages, they are working on this!
Iterable is well suited for:
  • Personalization because the data structure is in JSON it's easy to get valuable data on the user profile and as events.
  • Onmi-channel messages - email, in-app, push, SMS
  • Dynamic content, you can create robust templates that are tailored to each users
  • Catalog feature allows you to easily pull in products or offerings into templates
Iterable is less appropriate if you are a tiny start-up and don't have a lot of users and aren't collection data yet.
Score 10 out of 10
Vetted Review
Verified User
Review Source
Currently, we use Iterable to keep track of our emails that are sent out. We also use this program to unsubscribe customers from our marketing mailing list for privacy reasons this works very well within our company. We can also use the history of emails sent to find specific codes that are sent to individuals.
  • Iterable is very organized
  • Iterable is very used friendly
  • Streamlining verification process
  • There are two ways to unsubscribe from email, [I feel] there should be one way to request.
  • Have more detailed customer information.
  • Wish we could email straight from system for our business
Iterable is best suited for a company who handles multiple emails and needs an easy way to keep track of what is sent out. This system also makes it easy for you keep to track of email subscriptions and is also very easy to use to remove clients from your mailing lists.
Score 6 out of 10
Vetted Review
Verified User
Review Source
Iterable allows us to connect and engage powerfully through push notifications, in-app, and e-mail messages to improve our user experience.
  • Seamlessly identify custom events to interact with clients through all distribution channels
  • Segmentation - easy to segment users based on actions taken in product and user attributes.
  • Good documentation for you to self learn the tool.
  • Amazing API integration and documentation - We now using the native mobile SDK and working with the API is very clear and easy.
  • Workflow feature is an automation powerhouse - self explanatory and allows you to automate your activities easily.
  • Dedicated Email deliverability team helping you define your transactional and marketing email activities. we are using a shared domain and have a great deliverability rate.
  • Implementation process was great - starting by defined our use cases, learning our tech stack, sets milestones moving forward the process, define custom events, moving our campaign from past system and more and more.
  • Low tech understanding - CSM and supports agents tech knowledge both of Iterable tool and in general is limited.
  • Shortage of features - the tool is generic (in a good way) to work with and connect to your tech stack, but while you want to use it more sophisticated way - to tool can't deliver it.
  • I have +20 feature requests which are mandatory and have in other ESP platforms.
  • poor-to-not-exist analytics - you'll have to export campaigns data and user data to your DB in order to take actionable reports and self-created metrics.
For basic usage and to enable your activities quickly, starting from integration to optimization - is the Iterable sweet spot. it will require from you some tech understanding, challenging their team, and keep them on their toes. it's important to try to take all you can from the implementation process as later the CSM and support are limited in their tool logics and tech.
Score 9 out of 10
Vetted Review
Verified User
Review Source
Iterable has become our central point for organizing and streamlining customer communications. While there are still features we'd like to see made available in the tool, we are able to successfully accomplish all of our marketing deployment goals. The support team at Iterable has been great about addressing our concerns quickly and keeping tabs on our account whenever we have questions or ideas.
  • Integration of multiple communication channels within a single workflow
  • Easy options for email client and device previews
  • Ability to use WYSIWYG designer as well as HTML coding
  • No option to clone workflows and campaigns across projects
  • Inability to compare filters against each other in segmentation
  • Reporting is lacking
  • No built-in notification options for actions (list imports, deployments, failures, etc)
Iterable gives you all the tools you need to design and set up complex communication workflows for large enterprises. It integrates well with other tools via API to round out your tech stack. Most of the "missing pieces" that can be found in other marketing tools can be created with a little ingenuity. The training provided is comprehensive and there is an intensive knowledge base available for self-service. Iterable is fully capable of segmenting, personalizing, and streamlining communications across multiple channels for all marketing groups.
Score 1 out of 10
Vetted Review
Verified User
Review Source
We had signed on to Iterable with the intention of having all of our in-app and email communication coming through Iterable. I was led to believe that Iterable was easy to use and appropriate for a startup. Turns out that it doesn't do a lot of the things I thought it could and was painful to implement--worst and most expensive decision ever to go with Iterable.

Technically I'm still paying for Iterable since they lock you into a year contract, so I'm a user. But I stopped using it and switched to a much easier and effective communication platform. What took me a couple of months to implement with Iterable I was able to do within a week (without any external implementation team support) with the other platform. Really glad I switched.
  • Customizable
  • Team is always willing to help
  • Having a quality product that doesn't need a ton of workarounds
  • Hard to use
  • Few integrations with other applications (everything is custom)
  • Provide a product that is able to be used without a million hours of training and an implementation team (because it's that hard)
  • Need to provide value for the amount they charge
  • Reporting was not great
If you are a large enterprise company with unlimited resources and want lots of customization, this could be great--few guide rails along the way. If you are a smaller company with fewer resources, this is a huge time suck and not for you.
Score 1 out of 10
Vetted Review
Verified User
Review Source
Our marketing team signed with Iterable for multichannel marketing communications. Ultimately, we wound up with a failed implementation where it was clear that Iterable had lied to us throughout the entire sales process. They have since refused to acknowledge the limitations of their system and rebutted all our efforts to come to an amicable termination of our contract.

In summary: they have weak software that they'll lie to you about, poor customer support, and absolutely horrible customer relationship management. Stay away unless you want to wind up in a toxic relationship that wastes your time and money.

In retrospect, we never should have signed with them. With more research, we would have realized that there are much more cost effective alternatives out there such as Amazon's Pinpoint, and much more reliable alternatives such as Braze.
  • Lie throughout the sales process.
  • Their transactional emails are not transactional.
  • Their support is terrible.
  • They have zero interest in their customers' success.
I would only use them for marketing communications. Do not try to use them for both transactional communications and marketing communications, even though they will tell you that you can. The implementation will likely require you to re-architect your entire system because they treat all communications as marketing communications and don't have a true concept of transactional communications.
Our implementation failed and their sales engineer lied to us about how Iterable works, so this absolutely deserves a zero.
Score 1 out of 10
Vetted Review
Verified User
Review Source
We use Iterable to manage marketing campaigns to new customers and all transactional emails to existing customers. We decided to go with Iterable because they promised non-engineers would be able to self-service complex marketing campaigns -- especially cart abandoner targeting via white papers that described all the benefits without describing all the limitations and short comings
  • Promises of rainbows and unicorns
  • Perfectly rounded boarders in the UI
  • Charging a ton of money for little return of value
  • Clueless on-boarding
  • Failure to deliver on promised features
  • Deflecting all criticism on 3rd parties
Unless you're a huge customer like Fender, Iterable have shown they couldn't care less about concerns and issues raised. In their "customized" on-boarding process their on-boarding engineer followed their script without any regard feedback about our particular needs and generally responded to questions and concerns by sending links to generic how-to articles that provided little value.

Their on-boarding engineer made numerous promises that he eventually acknowledged were pure fabrications.
October 18, 2018

Iterable is Fantastic!

Tim Noetzel | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Review Source
We use Iterable as a tool for user retention. Iterable allows design and marketing to collaborate on retaining users and increasing revenue without having to rely on engineering to edit messages or workflows. It's a fantastic option for this because it's an omni-channel solution that sends emails, SMS, push notifications, and more.
  • I love Iterable's ability to A/B test not only the messaging but the timing and medium of messages as well.
  • Iterable's workflow editor is fantastic. It's far more advanced than most competitors.
  • Iterable was easy to get started with because of its Segment.com integration.
  • Iterables reports could use a bit more polish, but it's not a huge issue.
  • The most painful part of Iterable is the design of templates vs. messages. It can sometimes be a pain to edit a template and have it not reflect down to a message the way you thought it would.
  • I'd love to see a wider range of built-in integrations.
Iterable is a great tool for B2C companies looking to focus on increasing retention using cross-channel messaging. If you want to keep your users coming back and increase revenue, Iterable makes experimenting a breeze. However, if you're focused on enterprise B2B or scenarios where rapid experimentation isn't possible, Iterable is probably overkill.
Raja Datta | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Review Source
We used it to send emails for the marketing team. It helped us address the sending emails to new customers and keeping them engaged with our product. Also, it gave the ability to send emails for purchase confirmation, cancelation, and password resets. We were also able to send SMS messages to customers.
  • What I like is since I started using Iterable, the product has been evolving and getting more innovative. I enjoy the workflow section on the UI. I like the great customer success team that is always helping us.
  • I enjoy when my team needs product enhancements, they are willing to hear our needs out and work on improving.
  • Finally, the upper management and when in need being available to get in a discussion about any further needs we might have.
  • I would really like the segmentation piece to be improved.
  • I would like to work with Iterable on needs here as I have found many flaws that I have iterated, but yet not gotten solved. Like searching for a number of campaigns that are similar all at once instead of doing ORs with tons of campaign ids. To be able to query a full workflow.
With Iterable, we got the help with our email marketing needs and to reach out to new registered users and in the end have the ability to have the user subscribe.
Evan Reiss | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Review Source
Our company has been using Iterable now for over two years to service the needs of our clients. Iterable's layout, organization, segmentation functionality, ease of use, and ability to build complex workflows for drip campaigns are by far the best features. Iterable solves the problem of automating common campaign types and the creation of case-dependent dynamic logic in our email templates (allowing us to personalize to the needs of our clients).
  • The creation of dynamic email templates (i.e. Iterable supports handlebar logic)
  • Clean, flexible, and comprehensive interface for building campaign workflow automation.
  • Amazing support team!
  • You can have multiple projects but there there is no hierarchy above a project. There is no multi-project level dashboard to view trends across projects.
  • Rate limits on the api calls are restricting.
  • Workflows cannot be duplicated across projects.
Best Scenarios
-Companies looking for an email client that will be able to automate complex marketing campaigns.
-Companies looking to explore a comprehensive omnichannel marketing approach. Iterable supports email, app & push notifications, as well as web hooks that can take email actions and convert them to direct mail sends.
-Anyone that needs campaign flexibility or unique campaign features (like recurring child campaigns)
-Dev teams looking for an easy to implement, easy to understand API.

Worst Scenarios
-Companies representing more than 500 clients. Iterable has yet to solve many of problems associated with scale and growth. For example: I have projects set up by region or city. My outreach workflows for New York would apply to San Francisco. I want to copy/duplicate the NY project and use the same workflow setup for SF. This is impossible as Iterable exists today. This process requires an operation member to manually rebuild what has already been built in another project.
October 17, 2018

Ditch the old clouds

Carrie Knipfer | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Review Source
We are using Iterable for all of our consumer emails. This includes our direct to consumer emails and also users who have purchased a packaged good product in a retail setting. We are a small digital marketing team so we needed a solution that was easy to use for all sides of the business including our B2B lead nurturing and follow-ups.
  • Easy segmentation
  • Flexibility to use templates or code your own emails
  • Easy to use APIs
  • Reporting has some room for improvement but they are working on it
Iterable is great for a small team of email marketers. They have easy to understand documentation and support that can easily be reached. Also, the drop and drag segmentation has made my job easier.
Jeff O' Neill | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
Review Source
Iterable was used within the marketing department mostly. But our tech department also did some user testing emails through it. It helped us a lot with segmentation.
  • Lists are very strong and segmentable. They have a lot of useful events.
  • Once you actually get a template down, using data feeds is super useful.
  • Their email previews across devices are great.
  • Could use some templates, no one on the marketing team did HTML templating so we had to rely on tech who was often backed up. Some template builders like MailChimp would help a lot.
  • It is pay per user so that can be annoying for large lists.
Well suited for big list management as well as for a company that does a lot of custom HTML/CSS newsletters. It'sdefinitelyy a higher touch platform but has the functionality to back that up.
Drake Ballew | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User
Review Source
We use Iterable to send newsletters along with behavioral marketing and transactional emails to our users.
  • Customization
  • Support
  • Several marketing channels - email, SMS, push, etc
  • Price
  • Ease of use -- pretty tricky to learn
I'd really explore use cases. Iterable is fantastic if you have the need to house all of your behavioral/transactional communications under a single roof. It makes building customer journeys much easier and is affordable compared to alternatives. That said, if you don't have a full behavioral program built or specced out already, it might not be a good time for you to move to this tool.
Jess Davis | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Review Source
Iterable is being used as our entire email sending platform. [It's] Extremely useful, as we send anywhere from 10-30 emails per day. Iterable is mainly used by the marketing department, specifically in my department of production. Data is often used for the entire company, and our email business is 100% reliant on Iterable to supply our customers with their content.
  • Organization of Emails/Data.
  • Ease of use when setting up email templates.
  • Workflows are fantastic for our company.
  • Split testing variants... i.e. times, days, viewing both emails at the same time while editing.
  • More in-depth analysis on what users have purchases, rather than a revenue overview.
  • In house examination of WHY users may unsub or not receive emails.
  • Perfect for any company looking to send anywhere from 1-100 emails per day. Everything from lists, workflows, template creators, etc...are the best I've seen so far.
  • Great for managing triggered emails and the workflow options have improved greatly. This is great for any business looking to accommodate to their customer base.
Score 6 out of 10
Vetted Review
Verified User
Review Source
Our marketing and sales departments use Iterable. It allows us to send customized marketing emails based on user preferences.
  • Iterable makes omnichannel marketing simple--we can easily send emails and push notifications
  • Iterable provides the ability to segment users into dynamic and static lists
  • Iterable has friendly and helpful customer support reps
  • UI needs a lot of work. There are certain things (like changing a user's email address) that are needlessly complicated and frustrating.
  • The WYSIWYG editor is not as easy or intuitive to use as it should be. We have had to come up with some unusual workarounds for tasks that should be simple and straightforward.
  • In the WYSIWYG, certain actions have different results when repeated in exactly the same way. It can be very glitchy at times.
It is useful for situations in which you want to highly customize your email/push communications. You can control what each user sees within an email based on their established preferences.