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Iterable

Iterable

Overview

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).

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Recent Reviews

Iterable is It

9 out of 10
May 17, 2023
Incentivized
We use the Iterable platform as our main platform of customer-facing communication. We are able to communicate to our with our customer …
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Awards

Products that are considered exceptional by their customers based on a variety of criteria win TrustRadius awards. Learn more about the types of TrustRadius awards to make the best purchase decision. More about TrustRadius Awards

Popular Features

View all 14 features
  • List management (57)
    9.2
    92%
  • A/B testing (56)
    8.5
    85%
  • Dashboards (57)
    7.9
    79%
  • Standard reports (57)
    7.7
    77%

Reviewer Pros & Cons

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Pricing

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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).

Entry-level set up fee?

  • Setup fee optional

Offerings

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

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Features

Email & Online Marketing

Using software to manage lists, send emails, automate email campaigns, and track results.

8
Avg 7.7

Reporting & Analytics

Users can report on and analyze usage, performance, ROI, and/or other metrics of success.

7.4
Avg 7.5

Platform & Infrastructure

Features related to platform-wide settings and structure, such as permissions, languages, integrations, customizations, etc.

7.1
Avg 7.6
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Product Details

What is Iterable?

Iterable is a customer communication platform that helps brands deliver joyful experiences with harmonized, individualized, and dynamic communications at scale. With Iterable, marketers can create, optimize, and measure every interaction taking place throughout the customer journey. Iterable boasts users among brands like Fender, Calm, and Box, who build customer-centric experiences at scale by delivering the right content to the right audience at the right time.

With over 100 technology integration partners, Iterable empowers marketers with data and technology to deliver memorable customer experiences at every touchpoint.

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: Journey builder (without coding)

Iterable Screenshots

Screenshot of Iterable lets marketers build journeys without any codingScreenshot of Iterable gives marketers  necessary info on their campaigns, in real timeScreenshot of Iterable lets customers segment on any field or criteria, across millions of usersScreenshot of Iterable supports all marketing channels: email, web, mobile push, sms

Iterable Video

More about Iterable in 60 seconds.

Iterable Competitors

Iterable Technical Details

Deployment TypesSoftware as a Service (SaaS), Cloud, or Web-Based
Operating SystemsUnspecified
Mobile ApplicationNo
Supported CountriesUnited States, United Kingdom, Australia
Supported LanguagesEnglish

Frequently Asked Questions

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).

Braze, Klaviyo, and Customer.io are common alternatives for Iterable.

Reviewers rate List management highest, with a score of 9.2.

The most common users of Iterable are from Mid-sized Companies (51-1,000 employees).
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Comparisons

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Reviews and Ratings

(115)

Attribute Ratings

Reviews

(1-18 of 18)
Companies can't remove reviews or game the system. Here's why
Jennifer Gibbs | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Incentivized
At LeadMark, we specialize in financial publishing and lead generation. We do that through the power of email marketing, specifically via the publication of 7 "main" free newsletters. We mail tens of millions of emails each week, and there aren't many platforms that can handle the volume of emails we send, or the intricate ways we break down the data and share it with our database. Iterable has been able to provide everything that we need to handle our email marketing within a single framework, making it much easier for us to have seamless function and easier training and transition as teams grow and change.
  • It makes designing and deploying great looking emails easy with their drag-and-drop technology and framework.
  • Iterable allows for great customization and time-saving with the use of their handlebar snippets. This has revolutionized how we are able to monetize our editorial audiences using clear logic that helps us get the most for each of our conversion efforts.
  • The various ways that you can run and view reports is incredibly helpful, and easy to customize. This means we can find most of the data we want and need across our various departments with their differing goals without having to piecemeal together crazy solutions or waste time reinventing the wheel.
  • One of my biggest frustrations with Iterable is that, in their continual quest for improvement, they sometimes make rather large and highly impactful changes to the platform without giving users ample notice or details on how to navigate the changes.
  • The heatmaps are wildly inaccurate if you don't toggle to see raw data. This was something no one exactly tells you, and you have to figure it out for yourself. It can be vastly different than the reality. I'm hoping this is something that gets fixed ASAP.
  • Notifications are hard to work with. You can't scroll through them or navigate different pages, so it's feasible you could miss an important notification in accounts that are very active and sending out a lot of blasts and journeys.
While we sometimes laugh and joke and call Iterable "irritable", the truth is that it's the best system out there for large enterprise needs. We've tested out a slew of other solutions that make a lot of big promises, but fail to deliver. That is why 7 out of 7 of my directly-controlled newsletters operate out of the Iterable platform.

That said, it is the best of the best, and it isn't cheap. Smaller organizations that have small lists or haven't yet mastered monetizing their lists would have a hard time absorbing these costs and staying in the black. It's amazing, but you kind of have to "grow into it."
Score 8 out of 10
Vetted Review
Verified User
Incentivized
I use the platform to send communications to our users through our owned channels (email, in-app, push notifications), as well as develop user journeys and conduct user segmentation investigations and A/B testing.
  • Campaign creation UX.
  • Segmentation UX.
  • User journey UX.
  • In-app metrics reporting.
  • Heat map accuracy.
  • Click metrics in general (differentiating between dismiss vs. clicks on CTA).
It is excellent for sending emails as well as setting up triggered user journeys. For example, if I wanted to send a message to users when they complete a challenge in the app, but only users who have their app set to English and are located in the US, I can do so via Journeys very easily. It is not well suited for reporting in-app engagement metrics. The click rate reflects not only clicks on the CTA but also clicks on any dismiss button. I have to manually go into the campaign and download the "In-app Clicks" document in order to determine actual clicks on the CTA. "
Score 10 out of 10
Vetted Review
Verified User
Incentivized
My company has a dual-sided marketplace, with very different users with different goals and lifecycles. Iterable allows us to use powerful segmentation and event-based triggers to ensure we are sending the right message at the right time to the right user. It also allows us to easily implement a cross-channel strategy across email, SMS, push, and in-app messages all seamlessly within one workflow.
  • Customer service/support
  • Continuous new feature releases
  • Powerful segmentation capabilities
  • Offer more in-app messaging capabilities (without additional cost)
  • Some UX improvements/suggestions never get prioritized
  • Handlebars can have somewhat of a large learning curve
Iterable is a powerful and sophisticated marketing automation tool with a lot of opportunities for personalization and segmentation. I recommend it for companies with robust CRM programs and ample support from product, engineering, and data teams. It is less suited for companies who focus on simpler CRM strategies (e.g. newsletters, surveys, etc.) and more for companies whose strategies focus on event-triggered messages, nurture flows, and multi-touch lifecycles.
May 17, 2023

Iterable is It

Score 9 out of 10
Vetted Review
Verified User
Incentivized
We use the Iterable platform as our main platform of customer-facing communication. We are able to communicate to our with our customer base via multiple channels which include email, sms, push for web notifications. We also use it to create customer-driven lifecycle journey workflows that allow us to automate communications at a set rate.
  • Data management
  • Integration
  • Support
  • Template builder
  • Some basic functionality that is not out of beta yet
  • Email throttling is still in beta, make sure to request it
  • Email send quantity governance I in beta and we need this
Great platform if you do B2C and have different campaign and a lifecycle to manage. If you want to control the timing, cadence and logic criteria behind your sends, identify segments based on engagement and also make ai driven decisions and channel optimizations. Not recommended for a mom-and-pop solution who don’t have a lot of volume or use cases.
Score 4 out of 10
Vetted Review
Verified User
Incentivized
We use Iterable to deploy our global email campaigns and US SMS. We also utilize Digioh.
  • Communication with onboarding team
  • Journeys
  • New tools and optimizations
  • Reporting
  • Integrations
  • International Education for best practice (for global accounts)
Personally this onboarding has not been great. While the team is friendly we have experienced bugs, what feels like daily issues, and have to create our own workarounds. I feel like the platform is not as intelligent as it is pitched.
Score 10 out of 10
Vetted Review
Verified User
Incentivized
We are using Iterable to email users at different stages of their product journey. We use them to trigger the emails, journeys, and to send batch and blast campaigns. We segment our users and personalize their journeys to be able to reach them using Iterable. We host email templates, audience segmentations, journeys, etc. in Iterable.
  • Easy visualization of journeys
  • Simple segmentations of users
  • Ability for personalization
  • Easy modification of templates
  • Some of the features are clunky
  • There are sometimes errors when using the product/things that don't work
Iterable is really good for marketers to be able to see journeys and visualize them. It is good for companies with large amounts of segmentation and who want to be able to personalize their user journeys based on their information. It is good for people with limited coding knowledge to also build email templates using drag and drop or limited html.
Score 9 out of 10
Vetted Review
Verified User
Incentivized
We use Iterable as our CRM to send all customer communications via email and push - both automated and manual efforts. We use it across our marketing and operations team to enable our customers and partners a better understanding of the current status across their accounts and to get them engaged in our product.
  • Easy to use WYSIWYG
  • Easy to manage messaging across the product
  • Engineering loves the API
  • Not as powerful as other Enterprise level CRM systems
  • Sandbox is broken
  • Testing is hard given all the variables across events/profiles
It's a great tool for companies that have a small dedicated CRM system.
October 20, 2022

Ease of use = efficiency

Michael Finger | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Incentivized
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
Score 9 out of 10
Vetted Review
Verified User
At Comparis, we migrated off our legacy ESP over to Iterable a year and a half back. The three main goals that Iteable helped us achieve were:
  1. It allowed our marketers to gain full control of their emails.
  2. It allowed Comparis to deliver personalization at scale.
  3. Have great sparing partners at Iterable to bounce our ideas with.
  • The best support that I have ever encountered with any product that I consumed in the past.
  • Takes customer feedback very seriously and acts upon them.
  • Fantastic deliverability team who helps us stay on track with our reputation
  • Iterable has some 3rd party partners over which they do not have a lot of control of (e.g. Drag & Drop interface). If consumers have issues with these, its very hard to get traction in the corresponding 3rd parties prioritization process.
  • Iterable user profile data fields are as good as written in stone. If you create a data field by mistake, there's no way, as of now, to delete it. This ends up with a lot of junk data in user profiles.
Iterable is great for small to medium sized companies that has a relatively decent sized email sendouts and do not necessarily have an operations team dedicated for sending out emails. Simple emails/workflows could be built leveraging drag and drop interface. Certain complex emails that use handlebars could also be built with minimum HTML skills.

They have a good set of integrations with 3rd parties that provide a diverse range of services - Customer Data Platforms, Email Validations, Template Management, etc.

For very complex emails, Iterable by itself, may not be very suitable as the "out of the box" HTML Editor is quite rough.
Jason Paddock | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
Incentivized
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.
Score 9 out of 10
Vetted Review
Verified User
Incentivized
We use Iterable to communicate with our customers via marketing messages, transactional messages, and SMS. We find the flexibility to implement the solution that fits the needs of the message, personalization, or multi-step workflow is much greater with Iterable than with our previous email platform.
  • Iterable's customer support, both through the account manager and their live chat and email responses, is great.
  • The flexibility with third-party integrations made getting our project off the ground fairly simple.
  • The handlebar logic that can be used within the templates was much easier to understand than on some other platforms.
  • The SMS integration with Twilio is confusing at times, and without direct access to an SMS management interface is limiting.
Whether Iterable is well suited for another company is not an easy question to answer. Iterable is a powerful tool for the right company. It may be overkill for a small company with not many customer contacts, but the value is something each company would need to determine. For companies that are looking to get into personalization, orchestrated campaigns that build off of learned customer traits, and integration with established toolsets within their companies, Iterable is definitely worth a deeper dive when evaluating email platforms.
July 09, 2022

Big Iterable Fan

Score 9 out of 10
Vetted Review
Verified User
Incentivized
Our business uses Iterable as our main CRM tool to organize our clients, communicate with them and measure interactions. We use Iterable as a way to automate these communications in a smart and organized way through marketing and transactional information. Through the functionality of the tool, we are able to create some pretty sophisticated and personalized workflows which tremendously reduces the amount of manual effort needed.
  • Drag and Drop Campaign Editing for non-technical clients (but still allowing highly customized templates)
  • Advanced functionality available to the users in the tool should they have the technical skill sets - specifically thinking of API access to run more complex and thorough queries (which I have had with competitors but set up, access and management hasn't been as seamless before as it is with Iterable)
  • Fantastic support - from the on demand support agents that are extremely technical (very rare in my experience) to our thoughtful CSM who is responsive and strategic.
  • Constant beta opportunities and new optimizations. Having worked with many competing CRM solutions, I haven't seen a company as committed to rolling out new (and actually useful) solutions as frequently as Iterable does.
  • Reporting - message insights provides an out-of-the-box solution which is comprehensive but not customizable.
  • Testing - certainly do have this functionality and a tool to do this but I find it to be overly complex compared to competitors.
  • UTM Tracking Parameters - the do offer this but only on a campaign by campaign basis; nothing that you can set up globally across the account which can be arduous for 3rd party performance (like google analytics)
  • Bug Tickets - I've found quite a number of bugs through my extensive use of the tool. While support has been great about filing these tickets, I have no insight into when (or if) they are prioritized. I've had several bug tickets opened for months without resolution or follow up.
Overall, I really enjoy using Iterable. It suits our needs and makes very technical solutions that, traditionally, the engineers would need to assist with possible for the marketer to act on. The times where I've been unable to find what I need, support has been quick to assist and, in the event they cannot assist, they have escalated to the appropriate teams and help create bug tickets to Itearble engineering for further investigation.
Score 9 out of 10
Vetted Review
Verified User
Incentivized
We use Iterable to send email, SMS, and in-App and Push notifications to our customers both for Sales and Marketing promotions, as well as regular service reminders, thank you emails, and other customer retention type journeys. We handle several dealerships, so it allows us to replicate the same journeys across all our dealers, and yet still provide customizable options for each. It allows us to build custom segmented lists and filter and direct users down different paths based on their actions. We have found it to be simple to use in the setup of all these tools and do just what we need to.
  • Snippets to easily drop in images or test etc across a series of emails and can change it in one quick and easy place when needed without going in and modifying each email.
  • Journeys, allows you to build as simple or complex of customer streams that can be triggered multiple ways, and filtered and split easily to get them where you need to go.
  • Templates are drag and drop option so anyone can build high quality emails.
  • user ID as primary method for your database as opposed to email as users can have multiple email addresses.
  • More info included in errors/alerts
  • Errors in building emails site line and characters where the error is, but there is not grid to reference where that is without actually trying to count lines or guessing roughly where it is.
Sending email campaigns from our multiple dealers can easily be achieved within Iterable, it allows us to have all our sending domains in one project, and lets us cross-reference databases as needed. If multiple projects are needed, and a database is shared between them you will be changed twice for the same users if they are both projects.
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Iterable allows us to create workflows for seamless customer experiences. We leverage Iterable to funnel users toward different marketing objectives based on user data and custom event history. We also build personalized transactional cross-channel communications for appointment reminders, medication delivery confirmations, and assessment invites based on the end user's unique information background. As we continue our partnership with Iterable, our knowledge of and integration with the platform becomes more sophisticated, allowing us to improve our experience of using our product. This can only come from a continued and long-standing partnership with Iterable. We are entirely grateful for their support and continue to provide it as we scale our business.
  • The workflows they allow you to build are intuitive and robust
  • The template builder is fun to work with and allows for visually stunning emails
  • The segmentation tool is exceptional for finding patterns and driving analysis of our user base
  • The template builder is sometimes buggy, especially with padding
  • It would be nice to copy workflows between projects rather than having to recreate them
  • Their analytics tools could be a little more sophisticated
For any automated communication, Iterable is fantastic! It allows us to run all A/B testing and easily create customized user journeys based on test results and user data. Iterable has helped us scale our business tenfold and has reduced the burden on our customer service team because we're able to be more proactive with our messaging.
Score 9 out of 10
Vetted Review
Verified User
Incentivized
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.
October 18, 2018

Iterable is Fantastic!

Tim Noetzel | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Incentivized
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.
Jeff O' Neill | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
Incentivized
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.
Jess Davis | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Incentivized
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.
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