Predictive Marketing Explained: How Iterable Transforms Engagement With AI

Marketers aren’t just storytellers. They’re forecasters, strategists, and data-powered decision-makers. The old-school approach of reacting to what has already happened is no longer enough. To truly compete, brands must evolve from reactive to predictive marketing — and do it fast.

Iterable knows a thing or two about that. As an AI-powered communication platform designed for speed, scale, and personalization, Iterable enables marketers to activate predictive insights across every channel, ensuring the right message reaches the right customer at the exact right time.

Let’s explore what it takes to make predictive marketing accessible, actionable, and ROI-driven.

What Is Predictive Marketing (and Why Does It Matter Now)?

Predictive marketing flips the script. Instead of analyzing what did happen, it answers what will happen.

Proactive, predictive intelligence is more important now than ever, as customers expect hyper-relevant, real-time interactions. This demand for immediacy and personalization has only intensified as digital behaviors evolve faster than most legacy systems can track.

With vast amounts of behavioral, contextual, and historical data now accessible, marketers are equipped to shift from intuition-led strategies to data-driven foresight. Today, 95% of companies use predictive AI analytics for their marketing strategies. And, according to McKinsey, 67% of marketing and sales teams globally have reported a measurable increase in revenue after adopting AI-powered tools. 

As a clear performance multiplier, prediction drives value in more than one area:

• Reduce churn by identifying signals of disengagement before customers drop off.
• Boost conversions by predicting when and where someone is most likely to act and serving the right message to make them do so.
• Improve efficiency by prioritizing high-intent leads and automating lower-value tasks, allowing marketers to focus on strategic growth.

Iterable’s Predictive Marketing Capabilities: Turning Data Into Decisions

Iterable embodies this shift. Its predictive intelligence engine turns complex data into clear next steps, empowering marketers to move from reactive campaigns to proactive, personalized engagement at scale. In other words, it doesn’t just forecast the future; it helps you shape it.

1. AI-Powered Predictions

42% of companies report their biggest challenge in adopting predictive AI is overwhelmed data scientists. But the truth is, you shouldn’t need a PhD in data science to harness predictive power. Iterable’s platform democratizes advanced machine learning by translating complex algorithms into clear, actionable insights that any marketer can use.

With Predictive Goals, marketing teams can build dynamic audiences based on the likelihood of conversion, churn, or specific actions. Then automatically update those segments as behavior shifts. For example, a brand could use Predictive Goals to identify customers with a +70% probability of purchasing within the next week and deliver limited-time offers to accelerate that conversion.

Brand Affinity quantifies emotional connection by analyzing engagement depth, recency, and consistency, providing marketers with a measurable understanding of brand sentiment over time. And Next Best Action, automatically determine what step or message will have the greatest impact on each individual customer. Whether that’s a product recommendation, an upsell offer, or educational content, the system adapts in real time to deliver what’s most likely to convert.

Predictive Use Case: Media & Entertainment

A global streaming service looking to curb rising subscriber churn can use:

• Predictive Goals to identify users whose engagement patterns indicate a high likelihood of cancellation, such as those who haven’t watched content in the past two weeks or who have recently skipped promotional emails.
• Brand Affinity scoring to gain a clearer picture of emotional connection, distinguishing between disengaged users and those who may still have strong loyalty but require a timely nudge.
• Next Best Action to tailor outreach strategies. For instance, low-affinity users might receive concise messaging about new releases tailored to their past viewing habits, while high-affinity users could be offered a personalized discount or early access to premium content.

2. Behavioral and Engagement Insights

Predictive power starts with data, and not just any data, but unified, high-quality, real-time data. That’s where Smart Ingest comes in––Iterable’s flexible data ingestion framework that seamlessly connects to the systems you already use  (CRMs, CDPs, analytics tools, commerce platforms, mobile apps, and more) and brings that data into Iterable in a clean, structured, marketer-ready format.

Once your data is unified and ready, Segmentation lets you slice and activate it on the fly. Segments can be built using dozens of criteria, including inactivity, low affinity, or churn prediction scores.

And because segmentation is real-time, audience membership updates dynamically as user behavior changes — eliminating the need for batch processing or delayed targeting. This kind of agility is game-changing for time-sensitive journeys, such as re-engagement or upselling, where it’s important to trigger users’ entry or exit points based on behavioral data.

Predictive Use Case: Subscription Apps

Consider a subscription-based meal delivery brand seeking to boost customer retention: 

• Using Smart Ingest, they connect their order management system, website, and app to Iterable — bringing in customer order frequency, delivery preferences, and engagement data from email and mobile.
• With this real-time data foundation, they build a dynamic segment of users who have not placed an order in the past three weeks and whose Brand Affinity score is trending downward. They further enrich the segment by layering in churn prediction scores, identifying users with a 60% or higher likelihood of canceling within the next month.
• The brand then launches a multichannel reactivation campaign. High-risk users receive personalized SMS messages with limited-time offers, while medium-risk users are prompted via push notifications to showcase new menu options.

3. Personalization at Scale

What good is a prediction if you don’t act on it? Iterable makes it easy to turn predictive insights into highly personalized experiences automatically and at scale.

At the core of this capability is Catalog, a dynamic content management system that allows marketers to personalize emails, messages, and in-app experiences based on real-time customer attributes. Whether it’s product recommendations, pricing tiers, loyalty status, or regional availability, Catalog ensures each user sees business-critical content tailored to user-specific context.

Catalog is complemented by Templates and Snippets, which are modular content blocks that dynamically adapt based on user behavior, preferences, and predictive scores. For example, a promotional email might display different offers to a user with a high purchase propensity than to one who shows signs of churn.

And because personalization doesn’t happen in a silo, cross-channel orchestration delivers cohesive, relevant messaging across email, SMS, mobile push notifications, in-app messaging, and more. The result is a seamless journey that feels intuitive, not intrusive.

Predictive Use Case: E-Commerce

Picture an e-commerce brand looking to improve conversion rates during its seasonal campaign.

• By leveraging Predictive Goals, they identify users with a high likelihood of making a purchase within the next 7 days. 
• Using Catalog, they dynamically populate each user’s email with top-recommended products based on browsing history and past purchases.
• Templates and Snippets personalize content even further by tailoring imagery and messaging to user location, preferred category, and engagement level. 
• These communications are deployed across email and push, with intelligent orchestration (more on this below) ensuring no user receives duplicate or misaligned content.

4. Automation and Optimization

Great marketing is perfectly timed, paced, and delivered through the right channels. Iterable’s suite of AI agents ensures predictive insights are operationalized across customer journeys, reducing manual effort and amplifying results.

• Send Time Optimization predicts when each individual is most likely to open or click, then automatically schedules delivery for that moment.
• Frequency Optimization helps avoid burnout by dynamically adjusting message volume based on engagement and preferences.
• Channel Optimization determines which channel — email, SMS, push, or in-app — each user is most likely to respond to, then routes messages accordingly.
• Journey Assist provides real-time suggestions for optimizing customer journeys, from branching paths to message cadence.

Together, these tools help marketers work smarter, not harder — turning predictive intent into meaningful engagement.

Predictive Use Case: Travel Marketplace

A travel brand wants to improve retention among recently active users:

• It uses Send Time Optimization to schedule trip inspiration emails when users are most likely to engage
• Channel Optimization ensures that high-value content appears on the user’s preferred channel — push notifications for mobile-first users, and email for desktop travelers.
• Frequency Optimization protects against over-messaging frequent flyers by capping outreach based on past response rates.
• With Journey Assist, the team quickly adjusts workflows mid-campaign to align with new predictive insights about user intent. 

How Marketers Benefit from Iterable’s Predictive Capabilities

Predictive marketing is only powerful if it delivers real results. Here’s how Iterable empowers marketers to drive smarter growth.

Smarter Segmentation

Predictive scoring and real-time segmentation empower marketers to identify high-converting audiences before they take action. Instead of static lists, you can dynamically group users based on intent, engagement level, and likelihood to convert — then tailor campaigns accordingly. This precision ensures every message reaches the right people, at the right time.

Redfin utilized Brand Affinity and Predictive Goals to enhance engagement with high-intent users by creating more targeted segments tailored to buyers versus sellers. After just three emails, their marketing team saw a 72% lift in inactive to active status users.

“Predictive Goals has been an absolute game-changer for our team, maximizing our efficiencies and accelerating time to value.”

~Lisa Tulloch, Email Marketing Channel Manager at Redfin

Improved Customer Retention

Churn doesn’t have to be a surprise. Iterable helps you anticipate which users are likely to disengage, using behavior patterns and predictive models to flag risk early. Marketers can then trigger personalized re-engagement journeys to win them back — before it’s too late.

BIG4 Holiday Parks used Predictive Goals to unlock new retention opportunities by pinpointing high-intent guests they historically would not have contacted. With this intelligence, BIG4 increased conversion rates by 156–500%.

“Iterable’s AI Suite is the cherry on top, offering Predictive Goals, Next Best Action insights, and Send Time Optimization to engage the right users at the perfect moment.”

~ Helena Joshi, Loyalty, Retention & CRM Coordinator at BIG4 Holiday Parks

Higher ROI

Why spend equally across all leads when some are far more likely to convert? Iterable’s predictive insights allow you to prioritize high-intent users and suppress low-engagement segments, helping you stretch your marketing dollars further. The result is more revenue and less waste.

Wolt leveraged these predictive insights to focus its efforts on customers most likely to make their next order to try a new retail category. Within just one month, Wolt saw 97% more first-time supermarket users and a 60% increase in revenue in key markets.

“Through Iterable’s predictive audiences, we discovered a scalable method to craft intelligent audience segments. This enabled us to target users more effectively, focusing solely on those likely to achieve specific goals that are key for our business.”

~ Selen Kucukarslan, Senior CRM & Marketing Automation Manager at Wolt

Operational Efficiency

Iterable’s AI and automation features, including Journey Assist, Frequency Optimization, and Send Time Optimization, streamline the entire campaign lifecycle. Manual tasks shrink. Workflows become smarter. And teams can shift their time from production to planning, strategy, and creative experimentation.

Morning Brew unified data, automated manual processes, and used AI to identify high-intent audiences and optimize delivery timing. This saved over $100,000 in acquisition costs and drove nearly 20% of event registrations while contacting only 10% of their audience.

“Iterable’s intuitive UI makes it easy for everyone––from new hires to experienced marketers––to onboard seamlessly and achieve marketing objectives efficiently and collaboratively.”

~ Erika Olsen, Senior Manager, Audience Operations, Morning Brew Inc.

How Iterable Makes Predictive Marketing Accessible

Predictive marketing once demanded data scientists, complex tech stacks, and months of engineering support. Not anymore.

Iterable’s agentic intelligence engine, Nova, brings predictive power directly into marketers’ hands — no code or guesswork. By optimizing journeys and agentic workflows based on your pre-defined business goals, Nova makes AI not just accessible, but deeply usable.

What makes Nova stand out is:

• No-code predictive tools that fit into any workflow
• Plug-and-play integrations for faster onboarding
• A unified data layer that activates insights across every channel
• Goal-based recommendations with reasoning you can understand and trust

Unlike legacy tools that treat AI as a bolt-on feature, Nova is AI-native by design. That means faster time to value, lower technical barriers, and more room for marketers to focus on what really drives growth.

Best Practices for Getting Started with Predictive Marketing

Ready to unlock smarter growth with predictive marketing? Start here:

• Integrate your data sources in Iterable with Smart Ingest.
• Start small with action-specific journeys, such as reactivation or upselling.
• Use predictive scores to refine your segments based on desired actions.
• Test, measure, and iterate using messaging insights and automated experimentation.
• Tap into strategic expertise with Iterable’s professional services and agency consultants and community.

Predictive capabilities don’t just forecast behavior. They empower marketers to influence and shape it. From smarter targeting and retention to increased ROI and personalization, Iterable gives you the tools to engage customers with proactive precision. It’s the marketing edge every brand needs.

Want a Closer Look?

If you’re ready to explore how Iterable can support your specific business goals, check out our Platform Tour page for a choose-your-own-path look at Iterable and its features. Or, request a custom demo.