Iterable’s Marketing Masters programme is back—shining a spotlight on our most innovative, engaged, and forward-thinking users. These are the marketers setting a new standard, not just executing campaigns, but creating intelligent, individualised experiences powered by AI, automation, and deep customer understanding.
This year’s cohort includes standouts from the NHL, Morning Brew Inc., Strava, Clear, Square, and more. What unites them? A shared vision for the future of marketing—one that rejects the inefficiency of traditional campaigns and embraces real-time, customer-led personalisation at scale.
Mastering the Post-Campaign Marketing Era
Marketing is no longer about sending more—it’s about sending smarter. Today’s most successful brands aren’t operating on rigid campaign schedules; they’re delivering experiences that adapt to individual behaviours, preferences, and moments in time. Two of our 2025 Marketing Masters—Sanda Zoechbauer of Tractive and Helen Musto of Secret Escapes —are leading this shift, proving that true personalisation drives performance.
How Tractive Powers Personalisation Through Rapid Experimentation
At Tractive—the global leader in pet GPS and health tracking—CRM & Lifecycle Manager, Sanda Zoechbauer, is proving that experimentation isn’t just a tactic. It’s a mindset. One that’s helping her team scale 1:1 personalisation, optimise performance, and build meaningful moments with every message.
The Playbook: Small Tests, Big Wins
Sanda’s Activate 2025 session “Building the Business Case: Iterate Fast with Experimentation” showcased how her team uses low-cost, high-speed testing to drive high-impact outcomes:
1. Pet-Based Personalisation
Tractive tested breed-based personalisation by tailoring email content and imagery to match each customer’s dog. They started with small changes—like updating the hero image—then expanded to fully personalised templates, including breed-specific copy and visuals. This step-by-step approach helped them validate impact quickly and scale efficiently.
- Test 1: Feature breed in the hero image (23% increase in click rate).
- Test 2: Add breed to the email subtitle and first paragraph (59% increase in click rate).
- Test 3: Create a fully breed-personalised template (82% increase in click rate).
2. Tailored Winbacks
When a customer cancels, Tractive doesn’t just send a generic “We’re sorry” message. Based on the reason provided for the cancelletion, they offer a two-month bonus and remind users of the value still available until the subscription ends, dring a 30% increase in reactivations. The message is personal, empathetic, and tailored to re-engage at the perfect moment.
3. Content testing: Customer vs. Celebrity
By testing how customer testimonials perform against celebrity brand ambassador newsletter content, Tractive found that testimonials outperformed with a 100% increase in click rate.This informed their decision to prioritize customer centric messaging in higher-effort journeys.
These aren’t just tests—they’re personalised micro-moments that meet customers where they are and move them forward.
Smart Tools for a Nimble Team
Iterable’s Journeys, Brand Affinity, and Dynamic Content Builder have been game-changers for Sanda. From cloning journeys across environments to using design Snippets and reusable blocks, Tractive’s CRM operation is both agile and scalable—two essentials for delivering real-time relevance.
“It’s all about making communication feel authentic, not automated.”
Dive deeper into Sanda’s test-and-learn playbook powering Tractive’s CRM success.
How Secret Escapes Uses Data to Deliver Real-Time Luxury
As the Senior CRM Operations Manager at Secret Escapes, Helen Musto isn’t just talking about luxury—she’s delivering it through hyper-personalised, automated experiences that adapt to each traveller’s intent.
The Vision: A Fully Automated, AI-Powered Experience
Helen’s long-term goal is bold: a CRM engine so seamless that every interaction is behaviour-triggered and algorithmically guided. Working closely with Secret Escape’s data scientists, her team ensures every send isn’t just personalised—it’s purposeful.
Dynamic Content in Action: Black Friday Deals
During Black Friday, Helen’s team added a personalisation block to their newsletter. Customers who had previously browsed or booked a specific hotel were shown that same hotel—now at over 40% off. The result? A 23% uplift in unique click-through rates, proving that thoughtful, moment-based messaging drives action.
Built on Behavioral Insights
Helen’s advice to new Iterable users? Start with your data. A clean, thoughtful data foundation unlocks the full potential of personalisation. From segmentation to dynamic content, Helen’s team uses Iterable to turn behavioural data into tailored experiences that feel effortless—and luxurious.
“Experiment with segmentation and dynamic content early on to see how powerful personalisation can be.”
See how Helen’s CRM vision blends personalisation and precision to drive loyalty.
Be Part of the Movement
Helen and Sanda aren’t just refining marketing tactics—they’re rewriting the playbook. Their work embodies a larger movement across the industry: a move away from inflexible campaign calendars toward a smarter, more adaptive model of engagement.
Want to learn directly from leaders like them? Join us at Activate London 2025—where Marketing Masters, innovators, and visionaries come together to share the strategies powering the post-campaign era.
Reserve your spot now and discover how to turn moments into momentum.
The End of Campaigns Is Just the Beginning
If you’re still planning sends by spreadsheet or relying on scheduled batch campaigns, it’s time to rethink your approach. Iterable helps brands build future-ready marketing programmes driven by data, powered by AI, and built around your customers.
| Ready to evolve? Download our latest guide, The New Era of Moments-Based Marketing: How to Ditch Your Campaign Calendar and Evolve Your Marketing Maturity |
Your customers expect experiences that are as dynamic and individualised as they are—and the technology now exists to deliver just that.