About Alignable
At Alignable, we are proud to be a thriving online network with over 9 million members connecting business owners in 35,000 local communities. As the go-to small business network, Alignable is committed to simplifying the process of forming genuine connections for small business owners.
Roger's Bio
I am a growth and lifecycle marketer for Alignable, the largest online networking platform for small business. I have a diverse marketing background, having managed the entire marketing mix for smaller brands, and more focused growth lanes for larger brands.
Being data-driven and customer obsessed makes every touch more impactful, for the business and the user. I don’t like to hard sell. I specialize in targeted, personalized, behavior-based campaigns that make marketing more helpful than salesy.
Fun Facts
Promotions
Featured Quote
Iterable has enabled our marketing team to have autonomy and turn email into a strategic communication medium.
Interview
What are some of your career highlights or campaigns that you’re especially proud of?
I took over marketing for my org’s annual user contest and by year two, I had doubled engagement and cut email volume in half, while growth hacking the contest’s first revenue-driving campaigns.
How do you stay inspired or motivated in your work?
My company sends a lot of emails, so there’s an infinite number of huge opportunities with email. If something goes well, we can leverage those learnings in other places. When campaigns fall flat, there’s always more swings we can take and new hypotheses to test. It’s never “over”.
What challenges was your team experiencing before Iterable? How has Iterable helped address these challenges?
Iterable has enabled our marketing team to have autonomy and turn email into a strategic communication medium. By leveraging custom events and user properties, our team has the power to create behavior-based, timely, personalized emails quickly and with minimal engineering support.
What are some Iterable features that have made your job easier? Or have been game-changers for yourself and your team?
I love the journey builder. We don’t send many blast campaigns, so we use journeys for almost everything. It’s been really transformational for our team to stand up evergreen email journeys easily, with the freedom for us to test over time.
Besides Iterable, what are the other tools in your marketing toolkit that you can’t live without?
Data analysis tools. At my current org, that’s amplitude. I’m looking at data just as much or more than I’m working on emails.(Almost) all my decisions come from looking into the data.
How do you stay up–to–date with the latest trends and developments in marketing?
I stay active in the Email Geeks slack community, where I see noteworthy innovations and get ideas from great email marketers all over the world.
What’s the best advice you’ve ever been given?
When you’re young, you care what people think. When you grow up, you don’t care what people think. When you’re old enough, you realize no one was ever thinking about what you’re doing. So don’t worry about what others think about you.
What’s one thing that can instantly make your day better?
Just about any compliment.
Campaign Portfolio
Alignable Enhances Product Launch with Personalized Journeys
Objective
Alignable aimed to maximize product adoption and engagement during their a new product launch. By sending personalized email campaigns within Iterable, they sought to guide users from initial awareness through adoption—first during a 14-day free trial and then through an extended 30-day journey—to reinforce the value of networking and drive long-term retention.
Summary
For the launch, Alignable built two sophisticated customer journeys in Iterable. The first journey focused on pre-launch and launch campaigns to drive awareness and initial adoption, followed by a 14-day free trial period with targeted adoption campaigns. These campaigns used webhook calls to pull real-time user data, enabling highly personalized email recommendations. The second journey extended the trial period to 30 days, refining the adoption campaigns based on user behavior. By iterating on messaging and optimizing send times, Alignable was able to significantly increase engagement. Iterable’s Send Time Optimization ensured that emails were delivered at the optimal moment for each user, further enhancing interaction. While similar campaigns could have been executed in Alignable’s home-grown system, Iterable provided the marketing team with full control over timing, audience segmentation, and messaging—leading to greater efficiency and impact. This also reduced reliance on engineering resources, cutting down development time.
Results
The combination of personalized, time-optimized emails and an iterative approach to campaign refinement drove exceptional results. The extended trial journey significantly outperformed the initial launch, with click-through rates doubling—or even tripling—compared to the original campaigns. At peak performance, the CTR reached 35%, demonstrating the power of personalization and strategic optimization.
