At my company we use Iterable to manage marketing communications with our e-commerce customers. We have set it up to handle communications at every stage of the customer lifecycle, from lead nurturing to loyalty: that includes automated journeys for welcoming subscribers, abandonment signals, post-purchase, and beyond. We also use it to send seasonal campaigns.
Pros
Iterable is fantastic at allowing us to prepare messages for our very diverse international audience without duplicating efforts, through the locale functionality.
Segmentation capabilities are fantastic, Iterable is able to not just generate live segments quickly, but also analyse them for composition and behaviours in the blink of an eye.
Deliverability and reliability of the service is second-to-none. There have only been one or two cases in two years where we've seen outages.
Cons
The reporting and analytics are not functional to us out of the box, because of the multiple regions and currencies we handle. Iterable reports compile all revenue in one single sum, disregarding the currency.
The connection to Shopify is still rather basic. Other platforms do a much better job at integrating Shopify seamlessly, including coupons, identity resolution and events. This is said to be a work in progress, though.
Likelihood to Recommend
Iterable would be well suited for international companies in the B2B space, and some in the DTC space too. The diversity of channels is good with email, SMS and now WhatsApp and on-app. Not sure it's yet the best for ecom businesses, but it may get there. The next year will be crucial to that.
VU
Verified User
Manager in Marketing (Consumer Goods company, 201-500 employees)
I use Iterable as our ESP and send out all of our promo emails on a daily basis. Also you the journey function to build journeys and auto emails.
Pros
the design module is very easy to use and allows you to get emails out quickly.
audience segmentation is very easy to use and allows me to build very targeted audiences.
I love the fact that when you are building an email is gives you your size of the email. It helps me keep my file size to a certain level so that it loads better is different email platforms.
Cons
Iterable feels like it just slow sometimes. Loading campaigns, saving templates, navigating to different parts of the software. If the pages and elements loaded faster it would feel a lot more snappy.
I think the reporting tools could be a bit better.
Likelihood to Recommend
It is well suited for beginners in email marketing to create emails. the drag and drop box email creating allows the novice users to build out a nice designed email.
the segmentation section can be difficult to navigate. there are so many choices to start with and if you want to build a campaign that follows a previous campaign and goes to a certain part of the audience from that previous campaign then there is a lot of clicking to get what you need to set up. If i want to just do a quick email to those that opened but didnt click the previous email then i would prefer a quick method to have that set up with just a few clicks.
VU
Verified User
Employee in Marketing (Luxury Goods & Jewelry company, 201-500 employees)
I use Iterable for B2C emails, push notifications, and in-app messages to shoppers that use our app. It is incredibly effective and a massive revenue driver! Iterable helps us keep shopper retention high and gives us actionable insights into what we can improve.
Pros
The store catalog and collections. This is the most powerful tool in the Iterable toolkit for our business. It unlocks so many possibilities for personalization!
Journey creation is simple and keeps getting more user friendly with new product updates. The ability to save tilesets to reuse in other journeys is a big time saver.
Audience segmentation is simple and easy to use, and has also been improved with new product updates, like the ability to select "[city, for example] is one of [and paste a list here]"
Cons
Reports are not super flexible and easy to create. I'd also love to be able to share a link that members of my org can access without having Iterable access.
Journey alerts, rather than campaign alerts. Like "overall volume across all messages in this journey is down" would be helpful for me.
Basic querying ability on the store catalog. It is difficult for me to search it as there is no search bar and limited sorting options.
Email signups for userId based projects. We had to take the email subscription form off our website when we migrated to a userId based project. I'd love for this to be solved and reintroduced as an option (perhaps creating placeholder userId, then merging profiles where email matches)
Likelihood to Recommend
Very well suited to any ecommerce business with a set list of products. It is incredibly easy to relate customer actions/data to vendor/product data. It might not be great for an email-based ecomm org that does not work with userIds as userId is now required as a primary key (though userId/email hybrid is an option).
VU
Verified User
Program Manager in Marketing (Food & Beverages company, 51-200 employees)
Iterable is well suited for creating and managing drips/triggers for email campaigns. With this comes reporting, which could have some key areas of improvement, but still gives pretty good and obviously the basic insights.
Iterable is also well suited to use for mobile app integration for marketing efforts and tracking.
VU
Verified User
Professional in Marketing (Consumer Electronics company, 1001-5000 employees)
We are using Iterable since four years now and have found their sdk very useful for our android and iOS app integration. It helps us to build our customer journeys, track audience behaviours, sending customized emails, sending push notifications, sending in-app messages, it helps us to do lots of A/B testing in determining what is best working for us and what is not.
Pros
Deep Link Integration
Audience segmentation
Push notifications
Email and In-app campaigns
Cons
Probably allow rich animated graphics in push notifications
Introduce some sort of AI which can help your customers
Please provide 60 days payment terms or allow monthly payment for businesses who are your old partners and heavily depend on Iterable and are currently struggling in bad macro economic environment
Likelihood to Recommend
I have researched many CRM tools in past with my team in terms of functionalities offered and the cost related evaluation. I have found Iterable one of the best so far. We do use Iterable for our digital marketing and monetization activities and have stick to them even though being challenged many times by our frequently changing leadership.
At Ollie, we use Iterable to address all of our CRM needs. This consists of all lifecycle marketing including email, SMS, push, and in-app messaging for acquisition, retention, and churn. On the acquisition side, we utilize both blast and drip functions to create an optimized lead journey. Our main drips include abandoned carts and Digioh drip (web pop-up to capture phone number and email). On the retention side, we create onboarding journeys to facilitate with new member experience and ensure our customers have all the info they need to enjoy our product.
Pros
Easy to use: Iterable is extremely user-friendly and easy to pick up as a beginner. Everything is formatted in a logical way and I really enjoy all of the articles and lessons that you can learn to become advanced in Iterable.
Customer Support: Anytime I need help or have a question, I utilize the Iterable chat function and receive immediate support. The support team is friendly and always eager to help!
Up to date with modern tech advances: I really enjoy working with Iterable because they continuously adapt their software to incorporate new tech such as AI
Cons
Snippet click tracking: I currently use snippets during sales so that each comm in my drip lets leads know that we have a sale going on. I would love the ability to be able to track conversions and engagement with the snippet directly in Iterable.
Dynamic code heat map tracking: When I create campaigns that are hyper-personalized and use dynamic coding all throughout, there are a lot of issues with heat map tracking and click rates! I spoke with my iterable rep and apparently this function is being worked on.
Likelihood to Recommend
I think Iterable does an amazing job at what it was built for - CRM. Email, SMS, push, in-app drips and blasts. I also think Iterable is a great tool to build out different segmentation audiences. One area Iterable is less useful is when it comes to conversion tracking. We outsource to Mixpanel to build dashboards and easy reporting viewing. Iterable does a great job reporting on engagement and heat map click tracking but I think there are opportunities to improve reporting for campaigns and experiments.
VU
Verified User
Employee in Marketing (Consumer Goods company, 51-200 employees)
I use Iterable to launch email blast campaigns for multiple automotive dealerships and engage customers with the use of Journeys. Journeys help us automate aspects of customer engagement that would otherwise require significantly more attention. Journeys also allow us to find new ways to engage customers that may have required too many resources without them.
Pros
Creating dynamic customer lists
Providing an easy to understand automations platform
Providing an easy to use email template experience
Cons
Building snippets can be difficult for those inexperienced with HTML
The new template experience doesn't show the snippets in the preview
Can't get heatmap analytics on snippets with multiple buttons
Likelihood to Recommend
For a large business with multiple senders, Iterable is incredibly well suited for drafting and sending email blasts. Iterable is also well suited to any business that has regular customer engagement intervals, like factory recommended maintenance. Iterable can be used to implement Journeys that consistently follow up with customers at the appropriate time.
Iterable would be less appropriate for a smaller business with less specific reasons to follow up with customers aside from new products or promotions.
Iterable is a great email tool, one of the more modern and flexible tools I've used. I've used Marketo, SFMC, Responsys, and HubSpot. Iterable is my favorite. It has a lot of features that provide options in workflows and segmentation. The UI and template generator is also excellent and meets our needs.
Pros
Segmentation is robust and easy
Workflows provide easy logic paths
Email Template tool is robust
Cons
Reporting can improve, it's limited at the moment
Experimentation is slightly clunky
Likelihood to Recommend
Iterable is great for a mature company that requires a lot of functionality and flexibility. It maybe too much for a small business just starting out.
