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Monthly Product Spotlight: From Fragmented Data Points to Confident Action

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Iterable

Marketing teams today are operating across disconnected systems. Data lives in silos, AI can feel like a black box, and channels often run in parallel instead of in sync. The result?

  • Incomplete or delayed reporting
  • Manual, error-prone workflows
  • Wasted resourcing and spend
  • Inconsistent customer experiences

This month’s updates focus on solving exactly that. We are helping marketers create more connected, high-performing campaigns with stronger data visibility, more transparent optimization, and smarter execution across channels.

Here’s what’s new this month in Iterable:

Improve Performance with Connected Data

Data Sync Enhancements

Your data is only as valuable as it is accessible and trustworthy. With Data Sync enhancements, you can now:

  • Improve performance with connected data
  • Export User Profiles fields alongside event data
  • Sync data to EU data centers
  • Sync data to your SFTPs

This means you can build a more complete, analysis-ready customer view in your warehouse with less reliance on fragile APIs or manual exports, giving your team greater confidence in reporting, modeling, and ROI measurement.

The impact: A reliable, centralized data pipeline that helps teams make better decisions without added engineering overhead.

More Transparent, Trusted AI Decisioning

Send Time Decisioning Enhancements

AI should drive results, but it also needs to earn trust. Send Time Decisioning helps US customers see a median click lift of 73%, and median open lift of 82%, compared with randomized send times. In the EU, customers see a median click lift of 51% and a median open lift of 114%.

With new lift reporting capabilities, you now get:

  • Clear visibility into performance versus control groups
  • Insights into who is impacted, when messages send, and why
  • Out-of-the-box reporting across audiences, channels, and message types
  • More control with configurable send-time windows and scheduling options

Behind the scenes, we are also rolling out a new model for Send Time Decisioning that’s more advanced, using richer behavioral data to drive stronger lifts in opens and clicks, all without changing your existing workflows.

The impact: Greater transparency and measurable proof so you can confidently scale AI-driven decisioning across campaigns.

Coordinate Activation Across Paid and Owned Channels

Google Ads Integration Enhancements 

Your customers don’t think in channels, and your marketing shouldn’t either. 

With the new Google Ads integration journey tile, you can coordinate activation across owned channels and Google Ads, including::

  • Automatically sync audiences from Iterable to Google Ads
  • Add or remove users from audiences in real time based on behavior
  • Eliminate manual CSV uploads and brittle workarounds
  • Maintain compliance with secure, consent-aware data sharing

This keeps your paid and owned strategies aligned so you can retarget high-intent users faster and avoid wasting spend on existing customers.

The impact: A consistent customer experience, better use of ad spend, and more precise targeting.

Protect Deliverability Without Sacrificing Performance

High-performing email campaigns depend on more than compelling content. Message size and deliverability also play a critical role in whether emails successfully reach and engage customers.

With the new Email Link Shortener, you can:

  • Protect deliverability without sacrificing performance
  • Automatically replace long tracked URLs with secure shortened links
  • Reduce email size and lower the risk of inbox clipping
  • Preserve click tracking and analytics visibility
  • Support branded experiences with custom domains

This helps marketers maintain strong deliverability and reliable inbox rendering without sacrificing performance insights or tracking accuracy.

The impact: Smaller, cleaner emails that improve deliverability, reduce clipping risk, and support stronger engagement at scale.

Building a More Connected Marketing System

The strongest marketing programs are built on more than individual campaigns or channels. They depend on connected data, trusted optimization, and the ability to act on customer behavior without delay.

This month’s updates strengthen each part of that system—from how teams access and activate data to how they measure performance and coordinate engagement across channels.

The result is a more connected approach to marketing: one where teams can move faster, make more confident decisions, and deliver more consistent customer experiences at scale.

FAQs

1. What’s included in Iterable’s May Product Spotlight?

Iterable’s May Product Spotlight includes updates designed to help marketers improve visibility, optimize campaign performance, and better coordinate cross-channel engagement. Key updates include:

  • Data Sync enhancements with EMEA support and user profile field exports
  • Send Time Decisioning model enhancements and lift reporting
  • Google Ads audience syncing and Journey tile integration
  • Email Link Shortener reduces email clipping and improves deliverability

Email Link Shortener automatically replaces long tracked URLs with secure shortened links, helping reduce overall email size and minimize the risk of inbox clipping. This improves deliverability and inbox rendering while preserving click tracking, analytics, and support for custom domains.

3. How does Send Time Decisioning help improve marketing performance?

Send Time Decisioning uses AI-powered optimization to deliver messages when customers are most likely to engage. In the US, customers using Send Time Decisioning see a median click lift of 73% and median open lift of 82%, compared to randomized send times. In the EU, customers see a median click lift of 51% and median open lift of 114%.

New lift reporting now gives marketers clear visibility into performance improvements across audiences, channels, and campaigns, making it easier to measure impact and scale optimization with confidence.

4. How does Iterable help coordinate paid and owned channels?

Iterable’s Google Ads integration keeps audience activation aligned across channels by syncing audiences directly to Google Ads in real time. This helps teams retarget high-intent users faster, suppress existing customers more accurately, and reduce wasted ad spend.

5. How do Data Sync enhancements improve marketing reporting and analysis?

Data Sync enhancements allow teams to export user profile fields alongside event data and sync information directly to data warehouses, EU data centers, and SFTPs. This creates a more complete customer view for reporting, attribution, and performance analysis without relying on manual exports or fragile APIs.

See everything that shipped in the full May release notes.