Iterable survival guide: The basics you need to know

Iterable can feel like a lot when you first log in. Templates, journeys, data feeds, segmentation, campaign settings. It is easy to get lost. But underneath that complexity is one of the most flexible lifecycle marketing tools available.

This guide breaks down the core elements you need to understand before you start building: templates, campaigns, journeys, and segments. Get these right, and you will have a solid foundation to create automated, data-driven experiences that scale with your brand.

Templates: your foundation for consistent messaging

Templates are where your brand’s design and content live. Every email, SMS, or in-app message you send in Iterable starts here.

You can build templates using:

• The drag-and-drop editor for quick campaign creation

• The HTML editor for advanced or branded layouts

• Snippets, which are reusable content blocks (great for headers, footers, or disclaimers)

Why it matters: templates keep your campaigns on-brand and efficient. Instead of rebuilding every message from scratch, you can reuse assets, test variations, and update global content instantly.

Pro tip: store your templates in clearly-named folders (for example: “Promotions,” “Transactional,” “Retention”) and use consistent naming conventions. This small habit saves hours once your library grows.

Campaigns: your one-time sends and tests

Campaigns are the individual sends you schedule or trigger. Think newsletters, product drops, or limited-time offers. They can be one-off or recurring.

When setting up a campaign, pay attention to:

• Channel type: email, SMS, in-app, or push

• Template: choose from your saved library

• Audience: use a static list or a dynamic segment

• Scheduling: send now, later, or based on custom timing

Why it matters: campaigns are how you engage with customers outside of automation. They help you test creative, refine your messaging, and stay top of mind between journeys.

Pro tip: use A/B experiments early. Test subject lines, CTAs, or send times to build a performance baseline. Iterable tracks results automatically so you can roll out the best-performing variant with one click.

Journeys: automation that drives retention

Journeys (formerly workflows) are where automation happens. This is your chance to create personalized, event-driven experiences.

A few examples:

• Welcome journey: triggered when someone signs up

• Abandoned cart journey: triggered by a cart event

• Win-back journey: triggered after 30 days of inactivity

Journeys are built visually, using nodes for triggers, filters, delays, and messages.

Key elements to know:

• Entry source: how users enter (event, list, or API call)

• Filters: segment users before they move forward

• Hold until / time delay: control pacing between messages

• Exit conditions: remove users when they convert or reach an endpoint

Why it matters: journeys are where revenue and retention come from. They automate your lifecycle touch-points without losing personalization.

Pro tip: start small. Build one journey per key lifecycle stage (onboarding, conversion, retention). Once you trust your logic, you can scale complexity.

Segments: targeting that actually works

Segments are dynamic groups of users defined by behavior, attributes, or events. They are what power your campaigns and journeys.

Iterable’s segmentation tools let you combine:

• User fields (such as plan type, location, or loyalty status)

• Event data (such as placed order, viewed product, or opened email)

• Engagement activity (active in last 30 days, never purchased)

Why it matters: good segmentation is the difference between relevant and spammy marketing. Iterable updates segments automatically so your targeting stays fresh without manual work.

Pro tip: create “evergreen” segments that support multiple campaigns, such as:

• Active subscribers

• High-value repeat buyers

• Inactive for 60+ days

Start with a few key segments and refine over time based on engagement and conversion data.

Putting it all together

Iterable’s power lies in how these four elements work together:

• Templates define your look and feel

• Campaigns send targeted, one-time messages

• Journeys automate your lifecycle touch-points

• Segments make sure each message reaches the right audience

Once these basics are in place, you will be ready to explore advanced features such as personalization logic, catalogs, and data feeds. Learn more about personalization here: Personalization in Email Marketing: A Beginner’s Roadmap. The fundamentals will keep your marketing running smoothly.

The takeaway

Iterable is built for marketers who think beyond one-off blasts. Mastering templates, campaigns, journeys, and segments gives your team the structure to experiment confidently, automate intelligently, and grow sustainably.

Start simple, stay organized, and iterate as you learn. That is how you turn Iterable from a complex platform into your most valuable lifecycle tool.

Ready to take your Iterable setup to the next level?

Scalero helps brands design, build, and automate high-performing lifecycle programs inside Iterable.
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