Iterable is a cross-channel marketing platform built for consumer brands that need to orchestrate campaigns across email, SMS, push notifications, in-app messaging, and direct mail from a single system. Justin Zhu and Andrew Boni founded it in 2013 in San Francisco.
The platform’s Workflow Studio is its centerpiece — a visual builder where marketers create customer journeys that span multiple channels. A single workflow can send a welcome email, wait for a response, trigger a push notification if the email goes unopened, then follow up with an SMS offer. The orchestration logic handles timing, channel selection, and audience filtering automatically.
Iterable’s data architecture is flexible by design. It stores user profiles with unlimited custom attributes and behavioral events, and the segmentation engine queries this data in real time. There’s no waiting for batched updates — when a customer takes an action, they can be included in or excluded from campaigns immediately.
The AI Suite includes Send Time Optimization (which picks the best delivery time per user), Brand Affinity scoring (which categorizes users by their engagement level), and Channel Optimization (which selects the most effective channel for each person). Copy Assist generates subject line suggestions based on your historical performance data.
Iterable raised $200 million in Series E funding at a $2 billion valuation in 2021. It serves enterprise clients like Redfin, Priceline, DoorDash, and Box. Pricing isn’t publicly listed — it’s custom based on volume and features. The platform competes with Braze, Salesforce Marketing Cloud, and Customer.io in the customer engagement platform category.
