Day 1 of 5 - Unwrap Your 2025 Wins: Iterable's Festive Five

An initiative we launched this year that I’m proud of is Follow This Topic. Rather than users only having the option to sign up for our flagship/curated newsletters we’ve worked to provide more niche newsletter offerings to users in an automated way. Users can now sign up to receive alerts for topics from our sites that they follow. For example, on Travel + Leisure you might follow Cruises, Hotels and National Parks, whereas you might follow Cryptocurrency and Retirement Planning on Investopedia, or Baking and Grocery News on Allrecipes. The beauty of it is that we’re able to automated the whole flow. Users sign up and enter a journey that runs daily. Then, we also have all of our content from each of our sites living in an Iterable catalog so we’re able to create a collection of articles that have been published in the last day and populate the email journey with that content. If there’s a day that no content has been published, the journey simply does a send skip. After the initial setup this can run with minimal intervention from our team. It’s been a nice addition to our normal offerings.

Playing with the experiments tool instead of only doing manual AB tests!

Perhaps our biggest accomplishment in Iterable this year was successfully completing our Iterable Migration! Prior to our switch, we were on an antiquated CRM platform for over 10 years. Our prior platform wasn’t as sophisticated as Iterable is, and we weren’t realizing our full potential due to our platform’s limitations. Once we went through a formal RFP process, we discovered we could do so much more with our CRM strategy by making the switch! We began this process in April of 2025, prioritizing our deliverability, data hygiene, and workflow automations. For instance, using the power of handlebars and catalog, we were able to roll out the use of predictive modeling to deliver personalized “top picks” at scale. We’ve already seen a massive uplift in email and engagement and sales from our testing phase alone. We can’t wait to see what 2026 brings for us, and we’re super excited for Iterable NOVA!

We recently celebrated one year on Iterable! We have made many personalization improvements to our campaigns, one of which was adding dynamic handlebars into our pre-trip emails.

Perhaps our biggest accomplishment in Iterable this year was successfully completing our Iterable Migration! Prior to our switch, we were on an antiquated CRM platform for over 10 years. Our prior platform wasn’t as sophisticated as Iterable is, and we weren’t realizing our full potential due to our platform’s limitations. Once we went through a formal RFP process, we discovered we could do so much more with our CRM strategy by making the switch! We began this process in April of 2025, prioritizing our deliverability, data hygiene, and workflow automations. For instance, using the power of handlebars and catalog, we were able to roll out the use of predictive modeling to deliver personalized “top picks” at scale. We’ve already seen a massive uplift in email and engagement and sales from our testing phase alone. We can’t wait to see what 2026 brings for us, and we’re super excited for Iterable NOVA!

 

Woahhhhhh. I would love to hear more about this! We’re trying to explore something similar with blog content. 

We’ve had so many Iterable wins this year! But the one I am most proud of involves essentially merging two different variables to be one unique variable for a Catalog. Our Warming email cadence has about 250+ possible combinations when we’re taking into account the number of products being referenced, the user segment, and the user’s industry. Our Analytics team was able to give us one or the other, but not a combination of two or three, without significant heavy lifting on their end.

With the #assign function and the power of Catalog, we were able to accomplish this feat without a major lift. I included the handlebar logic below. Essentially, we used the #assign function to create a new unique variable that combines the product name and the segment id from one Catalog. Then, in a separate Catalog, we uploaded HTML body copy for each of the emails to populate in the template that hosts the CSS, header, and footer. We've already seen a 5% lift since these new templates were launched.