Iterable - October 7, 2014

Iterable Workflows: Email Drip Campaigns & A/B Testing

Iterable, a multi-channel growth marketing automation platform for eCommerce companies, has launched a new feature in their software offering called Workflows.

What does Iterable Workflows do?

The new feature allows marketers to design personalized, multi-step email campaigns. Workflows includes graphical interface with a drag-and-drop editor for designing drip campaigns. These event driven campaigns are launched by a trigger such as a purchase, shopping cart behavior, newsletter signup or other custom event.

Users can add in time delays and filters, which ensure that only subscribers who fulfill certain criteria will move on to the next step.

Event driven campaigns built through Workflows includes built-in safeguards such as automatically preventing subscribers from entering a drip campaign more than once or being sent too many emails within a two hour period.

The Iterable platform already included event driven emails, email newsletter deployment, email split testing, real-time subscriber list segmentation, mobile email previews and deliverability management.

A/B testing of Drip campaigns

Email Marketers using Workflows can also create and A/B test multi-pronged email campaigns to see which message series works best.

Justin Zhu, CEO of Iterable: “Iterable already has a built-in tool for A/B testing any part of an email. Naturally, the next step was to create the ability to A/B test different series of emails. Traditional drip campaign builders can only create linear workflows with no ability to skip certain steps or to test different flows to see which is the most effective.”

More features added every day?

It seems Iterable is on somewhat of a functionality launching spree. Earlier last month they redesigned the campaign metrics page and added new campaign open and click rates maps and per country drill down to their reporting. ANew were also Dynamic List Queries and Nested Shopping Cart Queries

Nested Shopping Cart Queries

The Iterable segmentation tool now allows marketers to run nested shopping cart queries to look for people who have purchased an item with a certain name, with a specific SKU number, or belonging to a certain category.

Dynamic List Query

This segmentation feature allows you to create dynamic lists, which simply saves a segmentation query and pulls the most up-to-date list of subscribers that match that query each time a list is used. For example a marketer could create a dynamic list called “High value shoppers”, who are customers who have spent $500 or more and it would update automatically each time the list is used.

Jordie van Rijn

About Jordie van Rijn


Jordie van Rijn is an independent email marketing consultant and Analyst. He is the Founder of Email Vendor Selection and specializes in smart email marketing, optimisation and RFP / vendor selection. Named one of "50 Online Marketing Influencers to Watch " by Entrepreneur magazine.

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Growth Marketing Platform for Cross-Channel Customer Engagement
Iterable empowers growth marketers to create user engagement campaigns throughout the full lifecycle, and across all channels. Marketers segment users, build workflows, automate touchpoints, and test strategies at scale without engineering support.
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