Today, brands strive to provide an individualized customer experience across countless channels. Iterable is a prominent provider of cross-channel marketing automation, helping businesses communicate with their audiences across email, SMS, and push notifications.
Founded in 2013, Iterable is a multilayered marketing platform for enterprises requiring customer-centric marketing campaigns that span both campaign automation and predictive analytics.
Key Features of Iterable
Iterable is a flexible marketing platform that comes with a slew of features for marketing teams that need to scale and manage campaigns. Here are Iterable’s best features:
1. Multi-Channel Messaging
Through Iterable, you can efficiently enact outreach to customers across multiple channels (email, text message, push notifications, in-app messaging) so that every exposure that a customer has to a company creates a coherent narrative, regardless of the channel.
2. Workflow Automation
Automation, which Iterable declares is one of its core differentiators, can be set up to send a social, email, or text message in response to simple interactions, or more specific actions such as purchases or cart abandonment – helping save labor and improving the timing of messages.
3. Personalization & Segmentation
Iterable uses AI to segment audiences for companies, allowing marketers to send highly targeted messages, segmenting customers by activity, interests, or demographics.
4. Real-Time Data Integration
Iterable automatically ingests data from websites, apps, and CRM systems in real time, offering the latest customer behavior and preferences to companies who want to keep communications timely and relevant.
5. A/B Testing
A/B testing of campaigns is inherent to the product, so you can test multiple campaign variations and determine which resonates best with your audience. Marketers can analyze campaign performance and modify future outreach based on proven strategies.
Pros and Cons of Iterable
Pros:
- Clean Interface: Developers and designers alike love Iterable’s interface for its ease of use and readability.
- Awesome Customer Support: Live training resources and account managers are available to help users get the most out of the product.
- Scalability: Whether you are a small business or already a large enterprise, you can start with a small campaign and scale it with your business growth.
Cons:
- Steep Learning Curve: The platform can be intimidating for marketing automation first-timers.
- Custom Pricing: Iterable’s pricing is opaque. Companies need to enter details to request a price quote from sales.
Iterable Pricing
Instead of offering set packages, Iterable doesn’t display its pricing; you have to contact the sales team and negotiate a custom price based on your company’s demands. Pricing reflects your marketing ideals and business needs.
Iterable’s Competitors
Iterable operates in a competitive landscape with other marketing automation platforms, including:
- Braze: Formerly Appboy, Braze focuses on cross-channel messaging with heavy emphasis on customer engagement. It has a light UI with robust messaging functionality.
- Salesforce Marketing Cloud: Part of Salesforce’s larger suite, Marketing Cloud includes everything a business needs – especially if it is already using Salesforce.
- HubSpot: An all-in-one tool for small businesses with marketing automation, CRM, and content management.
Why Choose Iterable?
The primary differentiator for Iterable’s founders has been omnichannel marketing automation, or the ability to manage a customer-first campaign across multiple channels in real time, with all the data integration, workflow automation, and campaign personalisation that entails, including the ability to personalize every marketing touchpoint.
As long as you have the right marketing team to leverage it, Iterable scales from small businesses to large enterprises. AI-powered segmentation and predictive analytics help brands anticipate their customers’ needs, making it more likely users will engage and convert.
Conclusion
Iterable is an enterprise cross-channel marketing platform that empowers brands to send the right message, to the right person, on the right channel, at the right time, across email, SMS, mobile push, and more. Iterable’s platform helps brands automate and personalize interactions across the entire customer journey and unlock brand growth at scale.
The pricing is more opaque, but Iterable works well for businesses that want deep, broad marketing automation. Marketing professionals, if you need all the sophistication but not the tedium of having to babysit a program, Iterable is worth a spin.
