Iterable is a powerful, flexible, and user-friendly platform that helps businesses create personalized email marketing campaigns. It’s designed to help marketers send targeted messages at the right time, based on customer behavior and preferences. If you’re looking to get started with Iterable email marketing, this guide will walk you through the basics and help you understand how to use the platform to your advantage.
1. Create Your Iterable Account
The first step in using Iterable is setting up an account. Head over to the Iterable website, sign up for a free trial or a paid plan, and complete the registration process. You’ll need to provide basic information like your company name and email address. Once you’re set up, you’ll be guided through the platform with a helpful onboarding tutorial that introduces you to key features and functionalities.
2. Understand the Dashboard
Once inside the platform, you’ll notice the dashboard is your central hub. This is where you’ll find important analytics, campaign performance, and any ongoing activities. The dashboard provides a clear overview of what’s happening with your email marketing. You can monitor your emails’ open rates, click rates, and other metrics in real time. Familiarize yourself with this layout to stay on top of your campaigns.
3. Import Your Contacts
Before you can start sending emails, you’ll need to import your contact list into Iterable. To do this, go to the “Audience” section of the platform, where you can add or upload your list of subscribers. Iterable allows you to import contacts via CSV files or integrate with external data sources, such as your e-commerce platform or CRM software. Organize your contacts into lists or segments so that you can send more targeted emails based on customer behavior or demographics.
4. Segment Your Audience
Iterable allows for advanced segmentation, which is key to delivering personalized and relevant emails to your subscribers. Segmentation is about dividing your email list into smaller, more specific groups based on characteristics like purchase behavior, geographic location, or engagement history.
For example, you can create a segment for customers who have abandoned their carts or one for users who have made a purchase in the last 30 days. This helps you send targeted campaigns that resonate more with your audience, leading to higher engagement.
5. Create a New Campaign
Once your audience is set up, it’s time to create your first email campaign. In Iterable, campaigns are divided into different types, such as one-time emails, recurring messages, and automated workflows. To start, choose the type of campaign you want to run. If you’re sending a promotional email to your entire list, select the one-time campaign option.
From there, you’ll go to the email builder, where you can design your email. Iterable offers both drag-and-drop and HTML options for creating emails, so you can either use pre-built templates or customize your design. Choose a template, insert your content, and tweak it to match your brand’s style and tone.
6. Designing Your Emails
Design is one of the most important elements of email marketing. Iterable makes it easy to create visually appealing emails that look great on any device. When designing your emails, pay attention to the following key elements:
- Subject Line: The subject line is what grabs attention and entices your subscribers to open the email. Make sure it’s catchy, relevant, and reflects the content inside the email.
- Email Body: Keep your content clear, concise, and engaging. Avoid long blocks of text, and use images, bullet points, or bold text to highlight important information.
- Call-to-Action (CTA): Every email should have a clear and compelling CTA that encourages your subscribers to take action. Whether it’s clicking a link, making a purchase, or signing up for an event, make sure your CTA stands out.
7. Personalization
One of Iterable’s standout features is its ability to personalize emails based on customer data. You can use dynamic content to insert personalized details like the subscriber’s name, previous purchases, or location directly into the email. Personalization makes your emails more relevant to each recipient, improving the chances that they’ll engage with your message.
To add personalization, use Iterable’s data fields, which pull information from your contact list. For example, you can create a welcome email that greets your customer by name or recommends products based on their previous purchase history.
8. Set Up Automation
Iterable offers advanced automation features, allowing you to create workflows that trigger emails based on customer behavior. Automation helps you reach your audience at the right time without having to manually send every email. Some common automated email sequences include:
- Welcome Series: A series of emails sent to new subscribers to introduce them to your brand.
- Abandoned Cart Emails: Emails sent to customers who added items to their cart but didn’t complete the purchase.
- Post-Purchase Follow-ups: Emails sent after a customer makes a purchase, either to thank them or recommend related products.
To set up automation, go to the “Workflow” section in Iterable. Here, you can create different workflows based on specific triggers, like when a customer signs up for your email list, makes a purchase, or visits a particular page on your website.
9. Testing Your Emails
Before you send out your emails, it’s important to test them to ensure everything works as expected. Iterable has built-in testing tools that allow you to preview how your email will look on different devices and email clients. Make sure that your images load correctly, your links work, and your text is formatted properly.
You can also use A/B testing to compare different versions of your emails and see which one performs better. Test different subject lines, CTAs, or even the time of day you send your emails to find out what resonates most with your audience.
10. Send Your Campaign
Once you’ve tested and finalized your email, it’s time to send it. In Iterable, you can choose to send your email immediately or schedule it for a later time. If you’re sending a one-time campaign, pick the date and time that aligns best with your audience’s activity.
If you’re running an automated campaign, simply activate your workflow, and Iterable will take care of the rest. The platform will send your emails based on the triggers and conditions you’ve set up in your workflow.
11. Track and Analyze Your Results
After your email campaign is live, tracking its performance is essential. Iterable provides real-time analytics, so you can monitor key metrics like open rates, click-through rates, and conversion rates. This data allows you to understand how your campaign is performing and make adjustments for future emails.
Look for patterns in the data, such as which subject lines generated the most opens or which CTAs led to the most conversions. You can also track how specific segments of your audience responded to your emails, which can help you refine your targeting strategies.
12. Optimize and Iterate
Email marketing is not a one-size-fits-all strategy. It’s important to continuously refine and optimize your campaigns to achieve the best results. Use the insights you’ve gathered from your analytics to make data-driven decisions. If you notice that certain emails perform better than others, try to replicate those strategies in future campaigns.
You can also experiment with different types of content, such as including videos, GIFs, or interactive elements, to see how they impact engagement. The key is to always be testing and improving your emails to keep your audience engaged.
13. Maintain List Health
A healthy email list is crucial for successful email marketing. Over time, some of your subscribers may become inactive or disengaged. To keep your list clean, periodically remove inactive contacts or re-engage them with targeted campaigns. Iterable allows you to set up win-back campaigns, which are designed to re-engage inactive subscribers by offering special promotions or personalized content.
Regularly maintaining your list ensures that you’re sending emails to people who are genuinely interested in your brand. This improves your deliverability rates and ensures your emails are not flagged as spam.
Final Thoughts
Getting started with Iterable email marketing is straightforward, thanks to its user-friendly interface and powerful automation features. By following these steps, you can create targeted, personalized email campaigns that engage your audience and drive results. From importing your contacts to setting up automation workflows, Iterable makes it easy to reach your customers at the right time with the right message. Whether you’re new to email marketing or looking to optimize your existing strategy, Iterable provides all the tools you need to succeed.