Iterable vs. Braze: Choosing the Right Customer Communication Platform

Outliant Editorial Tream
December 17, 2023
min read

With so many customer communication platforms available, it can be challenging to determine which one is best suited for your specific needs. Two popular platforms, Iterable and Braze, provide  capabilities that cater to different business requirements. 

Both Iterable and Braze offer features that help businesses engage with their customers effectively through various channels like email, mobile, and web. Choosing between them depends on your specific needs, goals, and the nature of your business. 

In this article, we will explore the key differences between Iterable and Braze, and provide insights to help you make an informed decision .

Iterable vs. Braze: What to Know 

Both platforms offer unique features that cater to a wide range of target market. Here are some essentials facts to know about these tools 

Iterable: Ideal for Data-Driven, Multi-Channel Marketing

Iterable is a growth marketing platform that focuses on providing data-driven, multi-channel communication solutions. This platform is ideal for businesses looking to leverage extensive data capabilities to create highly personalized, cross-channel campaigns.

Iterable offers a wide range of features for customer communication, including email marketing, SMS campaigns, push notifications, in-app messaging, and more, which provides targeted messaging based on user behavior and preferences.

When to use Iterable:

Advanced Segmentation: If your business requires advanced segmentation capabilities, Iterable i offers a user-friendly interface with advanced segmentation capabilities for businesses that need  to create dynamic lists based on customer behavior, preferences, and demographics.

Data Integration: Iterable integrates seamlessly with various data sources, making it perfect for businesses that rely heavily on data for their marketing efforts. The platform allows you to import data from different sources, such as CRM systems and third-party apps, for more accurate targeting.

A/B Testing: If you want to optimize your campaigns through continuous A/B testing, Iterable offers built-in testing tools that enable you to compare different variations of your messages and identify the best-performing version.

Automation and Journey Building: Iterable's powerful automation tools allow you to create complex, multi-step journeys to enhance customer engagement. This feature is particularly useful for businesses that require sophisticated automation capabilities to manage their communication strategies.

Braze: Comprehensive Customer Engagement for Mobile and Web

Braze is a customer engagement platform that specializes in delivering personalized messaging across multiple channels, with a strong emphasis on mobile and web communication. 

Braze offers email marketing, push notifications, in-app messaging, SMS campaigns, and more. It focuses on providing personalized and relevant experiences through targeted messaging. This platform is designed for businesses that prioritize in-app messaging and push notifications as part of their customer engagement strategy.

When to use Braze:

Mobile Focus: If your business heavily relies on mobile engagement, Braze is an ideal choice. The platform offers robust mobile messaging capabilities, including push notifications, in-app messages, and SMS marketing.

Cross-Channel Coordination: Braze is known for its strong cross-channel coordination capabilities. It helps ensure consistent messaging and experiences across various communication channels.

User Onboarding: If your business requires a comprehensive user onboarding process, Braze offers a suite of tools designed to help you create engaging onboarding experiences. With its interactive walkthroughs and in-app messages, you can guide new users through your app and increase adoption rates.

Customizable Templates: Braze provides a library of pre-built drag and drop message templates that can be customized to fit your brand's visual identity. This feature is perfect for businesses that want to maintain brand consistency across all their customer communications.

Differences Between Iterable and Braze 

Iterable and Braze are both powerful customer communication platforms that offer a range of features for personalized engagement. However here are some fundamental differences between the two platforms:


Both Iterable and Braze offer a comprehensive set of features for customer communication and engagement. They provide tools for email marketing, push notifications, SMS campaigns, in-app messaging, and more. Both platforms emphasize personalized and targeted messaging, enabling businesses to create relevant experiences for their customers.

However, Braze stands out in terms of its advanced customer segmentation capabilities. It allows for highly specific audience targeting based on intricate user behaviors, attributes, and preferences. This depth of segmentation can lead to more tailored and effective communication strategies.

Ease of Use

When it comes to ease of use, Iterable is often praised for its intuitive user interface and user-friendly tools. Its drag-and-drop editor and automation workflows simplify the process of creating and managing campaigns, making it accessible to both beginners and experienced marketers.

Braze also offers a user-friendly interface, but it might have a steeper learning curve due to its advanced features. However, Braze's strong customer support and guidance can assist users in navigating the platform effectively.


Both Iterable and Braze are designed to accommodate businesses of varying sizes. They offer the scalability needed to support growing communication needs as a business expands. Iterable's flexible infrastructure allows for seamless scaling, making it suitable for startups and enterprises alike.

However, Braze's emphasis on real-time data synchronization and cross-channel coordination enhances its scalability. This ensures that messaging remains consistent and relevant as your customer base grows.


Both platforms provide integration capabilities with third-party tools and platforms, allowing businesses to connect them with their existing tech stack. Iterable offers a wide range of integrations that facilitate a smooth workflow and data exchange. Braze is also known for its integration capabilities, however its focus on cross-channel coordination helps maintain a unified communication strategy across various platforms.

Choosing the Right Communications Platform 

The choice between Iterable and Braze ultimately depends on your specific business needs and priorities. Nonetheless, here’s a guide to help you make the right decision;

  • Scale: Considering the scale of your business is crucial when selecting a customer communication platform. Both Iterable and Braze offer scalability, but the degree to which they can accommodate your business's growth might differ. Analyze your projected growth trajectory and whether the platform can handle an increasing volume of communications, users, and data. If your business is poised for rapid expansion, ensure that your chosen platform can seamlessly support higher demands without compromising performance.
  • Personalization: Advanced customer segmentation and personalization are powerful tools for driving engagement and loyalty. Iterable and Braze both offer personalization features, but Braze's emphasis on advanced segmentation might be better suited if creating highly tailored and contextually relevant messages is a critical part of your strategy. Evaluate the platforms' capabilities to segment users based on behaviors, demographics, and preferences to ensure that your chosen platform aligns with your personalization goals.
  • Channel Preference: The effectiveness of your communication strategy relies on reaching your audience through their preferred channels. Iterable and Braze offer multiple communication channels, including email, SMS, push notifications, and in-app messaging. Assess your target audience and their channel preferences. Determine if your chosen platform supports the channels that are most relevant to your customer base, ensuring that you can engage with them effectively and efficiently.
  • Integration: Integration with your existing tech stack is essential for a streamlined workflow and data synchronization. Assess which platform offers smoother integrations with the tools you currently use, such as CRM systems, e-commerce platforms, or analytics tools. Consider how well the chosen platform can share data and insights bidirectionally, enabling a holistic view of customer interactions and behaviors across your ecosystem.
  • Budget: Comparing pricing plans and features is vital to ensure that your chosen platform aligns with your budget constraints. Evaluate the cost structure of both Iterable and Braze, considering factors like monthly subscription fees, usage-based pricing, and additional charges for extra features. Be sure to analyze which features are included in each plan and whether they provide the necessary tools for your communication strategy. Balancing costs with the value offered by the platform is crucial for maximizing your ROI.
  • Support and Guidance: The level of customer support and strategic guidance can significantly impact your success with the chosen platform. Iterable and Braze have different approaches to support. Iterable offers customer support, but if you anticipate needing hands-on assistance and strategic advice, Braze's reputation for strong customer support and guidance might be appealing. Consider how responsive and knowledgeable the support teams are, as well as the availability of resources like documentation, training materials, and community forums.

Making a decision between Iterable and Braze requires a careful evaluation of these factors in relation to your business's specific needs, goals, and constraints. By conducting a thorough analysis and potentially engaging in discussions with both platforms' representatives, you can confidently choose the one that aligns best with your communication strategy and supports your business's growth and success.

Outliant offers a seamless transition and effective management of either platform, consider partnering with a specialized software agency. Our team of experts is ready to guide you through the integration process, tailor the platform to your unique needs, and provide ongoing support for optimal results. So, book a consulting call today and let’s help enhance your customer engagement and growth. 

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