Iterable

DRIs

DRI	Role
Amy Waller	Business Owner
Mihai Conteanu	Technical Owner
Allie Klatzkin	Campaigns Owner

Overview

Iterable is a powerful email marketing automation platform that allows us to create, send, and track personalized email campaigns. It provides a user-friendly interface and a wide range of features to help us engage with our customers and users effectively.

Iterable Journeys

Journeys are a powerful feature that enable us to create complex, multi-step customer engagement campaigns. With Journeys, you can design personalized customer experiences across multiple channels, including email and SMS. Map out customer journeys, set up triggers and conditions, and deliver targeted messages at each step of the customer lifecycle.

List of journeys implemented:

Journey Name (Folder)	Link
SaaS Trial Onboarding + Post	Link
Free User + Invited Onboarding	link

API Custom Events

Iterable’s API is designed to handle large volumes of data and high request rates. It ensures scalability and reliability, allowing us to deliver personalized messages to in-product user segments.

graph LR
  GitLab.com --> CustomersDot
  CustomersDot --> Workato API
  Workato API --> Iterable

SaaS Trials Event

The SaaS Trials event in Iterable, represents the action of a user signing up for a GitLab SaaS trial. The trigger is sent from CustomersDot to Workato and then to Iterable. Data fields sent over upon a trial sign-up are used to segment users in Journeys.

Data Fields		Data Type
company	Fictional Company	String
companyNamespace	true	Boolean
country	United States	String
employeeBucket	1-99	String
firstName	John	String
lastName	Doe	String
latest_trial_start_date	2023-06-11	Date
signupReason	I want to explore GitLab	String
state	OR	String
userRole	product_designer	String

SaaS Free Registration

The SaaS Free registration event in Iterable, represents the action of a user signing up for a free GitLab account. We only capture send this event if the user has chosen to setup their account for a team or company. We are not currently syncing personal signups.

Data Fields		Data Type
company	Fictional Company	String
companyNamespace	true	Boolean
country	United States	String
employeeBucket	1-99	String
firstName	John	String
lastName	Doe	String
latest_trial_start_date	2023-06-11	Date
signupReason	I want to use GitLab CI	String
state	Alabama	String
userRole	other	String

Subscription Preferences

Iterable subscriptions are structered in message types and channel, with each individual type having it’s own subscription policy. Each template or email is atributed a message type when created and adopts its subscription policy.

_ NB: Do not use the Marketing Message type as it uses an opt-out policy and will result in the possibility of emailing un-subscribed records _

Subscription schema in the GitLab instance comproises of the following:

Message Type	Channel	Subscription Policy	Notes
GitLab Marketing	Marketing Channel	opt-in	This is the main message type used in templates and email
Marketing Message	Marketing Channel	opt-out	Default message type, will be deleted
Transactional	Transactional Channel	opt-out

Unsubscribe Event Whenever an unsubscribe event occurs in Marketo, an event is sent to Workato and then Iterable to opt-out that person if it exists.

Data Sync

Hightouch

Hightouch is a data integration platform that specializes in real-time data synchronization, allowing us to leverage the power of Snowflake’s data and transfer it to Iterable for personalized and targeted marketing campaigns. It automates the data synchronization process between Snowflake and Iterable, reducing manual effort. Hightouch can handle large datasets and ensure that all data is accurately synced to Iterable, enabling us to scale marketing operations effectively.

Every 24 hours, Iterable is synced with namespace data from Snowflake. Namespace information is stored in a JSON nested object in the SENSITIVE.POC_PUMP_MARKETING_CONTACT_NAMESPACE_DETAIL which is then accessed by Hightouch to map fields downstream to Iterable and sync events and bulk update information.

_ NB: Due to storage cost constraints, we are only keeping in sync users whose creation date is two months prior to current day _

Namespace information that is currently synced to Iterable:

namespace_information	example data
ACTIVE_STAGE_COUNT	1
CREATED_AT	2023-06-08 17:31:55.883
CREATOR_USER_ID	123456
CURRENT_MEMBER_COUNT	1
GITLAB_PLAN_IS_PAID	false
GITLAB_PLAN_TITLE	Ultimate Trial
GLM_CONTENT	default-saas-trial
GLM_SOURCE	about.gitlab.com/pricing/
IS_ACTIVE_TRIAL	true
IS_IMPACTED_BY_USER_LIMIT	false
IS_NAMESPACE_PQL	false
IS_SETUP_FOR_COMPANY	false
LIST_OF_STAGES	create
NAMESPACE_ID	123456
TRIAL_START_DATE	2023-06-08 00:00:00.000
USER_ACCESS_LEVEL	50
USER_ACCESS_LEVEL_NAME	Owner
USER_ID	123456