May Product Spotlight
May's product spotlight is here 👀
This month’s updates are less about brand-new workflows and more about improving the things many of you are already managing every day, like reporting, audience syncing, send-time visibility, and email performance.
If you’ve ever dealt with:
- Stale audiences in paid channels
- Reporting gaps or manual exports
- Questions around STO performance
- Emails are getting clipped because the links are too long
…this month’s updates are for you.
A few workflow headaches, made a little easier
This spotlight includes practical improvements designed to make everyday workflows a little easier to manage:
- Data Sync updates for EU data centers 🌍
- Send Time Decisioning lift reporting + model improvements 📈
- Including performance snapshots and real-world customer examples.
- Google Ads audience syncing 🎯
- Email Link Shortener 🔗
- Embedded Messaging for RN SDK 💬
- Save your spot for our June 3 Iterable Unboxed session on Embedded Messaging. 📅
- Save your spot for our June 3 Iterable Unboxed session on Embedded Messaging. 📅
Data Sync for EU Data Centers 🌍
Reduce manual exports and workarounds
What’s New
Data Sync is now available for EU data centers, with support for:
- Exporting User Profile fields
- Syncing data to SSH File Transfer Protocol (SFTP) destinations
Where This Helps
If you’re pulling Iterable data into a warehouse or cloud destination for reporting, modeling, or analysis, this helps reduce reliance on manual exports, brittle APIs, or custom workflows.
It’s especially useful for teams trying to centralize campaign and customer data alongside the rest of their business reporting.
Good to Know
Data Sync is available as an add-on capability. Best fit for marketing ops, analytics, and technical teams managing multi-channel reporting workflows.
Send Time Decisioning 📈
See what’s actually improving
Brief note: Send Time Decisioning is also referred to as Send Time Optimization (STO).
What’s New
This month includes two updates to Send Time Decisioning:
- STO 2.0 Model Improvements
- We’re beginning a phased rollout of STO 2.0, an updated backend model designed to improve optimization performance using richer behavioral signals.
- The workflow itself stays the same; campaigns continue to use Send Time Decisioning the same way they do today.
- New Lift Reporting
- As the rollout expands, new reporting views will also become available to help teams better understand performance.
- This includes visibility into:
- Lift compared to control groups
- Send-time distribution insights
- Audience and message-level impact views
Where This Helps
If you’ve wanted more visibility into whether Send Time Decisioning is actually improving engagement, these updates make it easier to understand performance and scale usage more confidently.
Good to Know
STO 2.0 is rolling out in phases, with lift reporting becoming available shortly afterward as rollout waves expand.
Performance Snapshot
So…what does this actually look like in practice?
Compared to randomized send times, customers using Send Time Decisioning are seeing strong engagement lift across both opens and clicks.
• In the US, customers using Send Time Decisioning see a median open rate lift of 82% and median click lift of 73%.
• In the EU, customers using Send Time Decisioning see a median open rate lift of 114% and median click lift of 51%.
Customer Snapshots
What does this look like for teams already using STO?
Redbubble reported a 30% increase in promotional push notification open rates after implementing STO to better align messaging with individual engagement behavior.
→ Read the Redbubble story
Thirty Madison used STO in transactional communications to help patients receive messages at more convenient times throughout their treatment journeys. By using STO, they saw a nearly 30% increase in open rate.
→ Explore how Thirty Madison approached STO
Namecheap saw up to a 20% year-over-year lift in engagement by combining STO with more curated campaigns.
→ See how Namecheap improved engagement
Google Ads Integration 🎯
Sync audiences without manual uploads
What’s New
You can now sync audiences directly from Iterable to Google Ads using a journey tile or audience export.
This makes it easier to keep paid and owned channels aligned without relying on manual uploads or third-party workarounds.
No more “did this audience actually sync?” moments 😅
Where This Helps
Useful for:
- Retargeting high-intent users
- Suppressing existing customers from paid campaigns
- Keeping audience targeting more current across channels
Good to Know
Includes secure OAuth authentication, consent acknowledgement steps, and sync visibility reporting.
Email Link Shortener 🔗
Keep emails cleaner and lighter
What’s New
Email Link Shortener automatically replaces long tracked URLs with shortened links inside enabled templates.
If you’ve ever had an email clipped because of giant tracked links…you know.
Where This Helps
For high-volume email programs, reducing message size can help avoid inbox clipping while still preserving click tracking and reporting.
Good to Know
Email Link Shortener is available as an add-on capability. It supports custom domains and secure redirects while maintaining existing tracking behavior.
Embedded Messaging for RN SDK 💬
Bring messaging into native app experiences
What’s New
Embedded Messaging is now available through the React Native (RN) SDK. This expands support for Embedded Messaging across Iterable’s SDK ecosystem, including iOS, Android, Web, APIs, and now React Native environments.
Embedded messages appear inline within apps and websites using native interfaces, without relying on overlays, popups, or push notifications.
Where This Helps
Useful for teams building React Native apps that want to deliver personalized messaging directly within the app experience while keeping interactions more native and less disruptive.
Good to Know
Messages are displayed based on real-time, per-user eligibility and designed to fit naturally within existing app experiences.
Want to See It in Action?
We’ll be diving deeper into Embedded Messaging during our upcoming Iterable Unboxed session on June 3, including how teams are building more native, in-app experiences across mobile and web.
Iterable Unboxed: Embedded Messaging
📅 June 3, 2026
🕚 8:30 am (PDT)
💻 Save Your Spot
What to Take Away 🎯
This month’s updates focus on making existing workflows easier to manage, with better reporting visibility, more connected activation, cleaner email experiences, and improved operational flexibility.
If you’re already using these capabilities today, these enhancements are designed to help you scale them more confidently and with less manual effort.
🔖 Head over to our blog post to learn more about our May Product Spotlight.