Braze + Iterable
Integrate Braze with Iterable to Unify Your Customer Engagement Stack
Sync user data, campaign events, and audience segments between Braze and Iterable so both platforms stay in step across every channel.
Why integrate Braze and Iterable?
Braze and Iterable are two of the most capable customer engagement platforms out there, each with strong tools for lifecycle marketing, personalization, and cross-channel messaging. Many enterprise teams run both at once — Braze for mobile push and in-app messaging, Iterable for email and SMS workflows — which means keeping user profiles, events, and segments in sync becomes a real operational burden. Connecting Braze and Iterable through tray.ai lets marketing and data teams cut data silos, maintain consistent personalization, and run campaigns across both platforms without manual data transfers.
Automate & integrate Braze & Iterable
Use case
Bidirectional User Profile Sync
Keep user attributes, subscription preferences, and profile data consistent across Braze and Iterable in real time. When a user updates their email preferences in Iterable, those changes are automatically reflected in Braze — and vice versa — so no messaging channel runs on stale data.
Use case
Cross-Platform Event Forwarding
Forward custom behavioral events — purchases, product views, feature activations — captured in Braze to Iterable, and vice versa, so every lifecycle workflow and campaign trigger has a full picture of user activity. This also removes the need to instrument the same events twice across separate SDKs.
Use case
Audience Segment Mirroring
Automatically replicate audience segments built in Braze — high-value customers, churned users, trial converters — into Iterable as subscriber lists or dynamic segments, so both platforms target the same cohorts with coordinated messaging campaigns.
Use case
Unified Unsubscribe and Suppression Management
When a user unsubscribes, marks a message as spam, or opts out in either Braze or Iterable, that suppression propagates across both platforms within seconds. Getting this right matters for regulatory compliance and protecting your sender reputation.
Use case
Campaign Performance Data Aggregation
Pull campaign engagement metrics — opens, clicks, conversions, and bounces — from both Braze and Iterable into a unified reporting pipeline or data warehouse. Marketing analysts get a complete view of cross-channel performance without manually exporting reports from two dashboards.
Use case
New User Onboarding Orchestration
When a new user is created in Braze after a product sign-up or mobile install, automatically enroll them in the corresponding Iterable onboarding email series. Mobile-first acquisition flows extend into long-form email nurture journeys with no manual handoff required.
Use case
Churn Prevention and Win-Back Coordination
Detect churn risk signals surfaced in Braze — declining app engagement, missed milestones — and automatically trigger Iterable win-back email campaigns for those users. Once a user re-engages, both platforms update their journey status at the same time.
Get started with Braze & Iterable integration today
Braze & Iterable Challenges
What challenges are there when working with Braze & Iterable and how will using Tray.ai help?
Challenge
Divergent User Identity Models
Braze identifies users via a combination of external_id, device identifiers, and aliases, while Iterable relies on email address and userId as primary keys. Without careful identity resolution, syncing records between the two platforms can produce duplicate profiles, missed matches, or overwritten data.
How Tray.ai Can Help:
tray.ai's built-in data mapper and conditional logic let teams define flexible identity resolution rules — matching users by email, external ID, or a shared custom attribute — and handle edge cases like anonymous users or multiple aliases before writing to either platform.
Challenge
Schema and Field Name Mismatches
Braze and Iterable use different naming conventions and data structures for the same user properties. Braze uses first_name; Iterable uses firstName. Custom attribute schemas often don't line up at all. Mapping fields manually across hundreds of attributes is slow and error-prone.
How Tray.ai Can Help:
tray.ai has a visual data mapper that lets teams build reusable field transformation schemas between Braze and Iterable without writing custom code. It handles nested objects, array manipulation, and type casting, so even messy schema differences don't require one-off scripts.
Challenge
Handling High-Volume Event Streams Without Data Loss
Enterprise platforms can generate millions of behavioral events per day across Braze and Iterable. Forwarding every event via direct API calls risks hitting rate limits, dropping events during traffic spikes, or introducing latency that makes real-time triggers unreliable.
How Tray.ai Can Help:
tray.ai's workflow engine has built-in retry logic, rate limit handling, and queue-based processing that buffers high-volume event streams and processes them reliably without data loss, even during peak traffic or temporary API outages.
Challenge
Maintaining Compliance Across Bidirectional Opt-Out Flows
GDPR and CAN-SPAM require that opt-out requests be honored promptly across all communication channels. When unsubscribes are managed independently in Braze and Iterable, a user suppressed in one platform can keep receiving messages from the other — and that's a real legal risk.
How Tray.ai Can Help:
tray.ai enables near-real-time bidirectional suppression sync between Braze and Iterable by triggering workflows the moment an unsubscribe or opt-out webhook fires in either platform, so compliance timelines are met and no suppressed user receives a message from the unsynchronized system.
Challenge
Keeping Segment Membership Fresh Without Overloading APIs
Audience segments in Braze and Iterable are dynamic — users enter and exit based on real-time behavioral criteria — but bulk segment exports and imports are expensive operations that strain API rate limits if run too often. Run them too infrequently and you're targeting on stale data.
How Tray.ai Can Help:
tray.ai lets teams configure intelligent sync schedules and delta-sync logic that only propagates segment membership changes rather than full re-exports, reducing API load while keeping audience data fresh enough for time-sensitive campaign targeting.
Start using our pre-built Braze & Iterable templates today
Start from scratch or use one of our pre-built Braze & Iterable templates to quickly solve your most common use cases.
Braze & Iterable Templates
Find pre-built Braze & Iterable solutions for common use cases
Template
Sync Braze User Attributes to Iterable User Profiles
Automatically pushes updated user attributes from Braze to the matching Iterable user profile whenever a profile change event is detected, keeping both platforms aligned on demographics, preferences, and lifecycle stage.
Steps:
- Trigger on a Braze user profile update event via webhook or scheduled polling
- Map Braze user attribute fields to their Iterable equivalents using tray.ai's data mapper
- Call the Iterable Update User API endpoint to write the mapped attributes to the user's profile
Connectors Used: Braze, Iterable
Template
Forward Iterable Email Unsubscribes to Braze Subscription Groups
Listens for unsubscribe events in Iterable and immediately updates the matching user's email subscription group status in Braze, so suppression is honored across both platforms in real time.
Steps:
- Receive an Iterable unsubscribe webhook event containing the user's email address
- Look up the matching user in Braze by email using the Braze Users Export API
- Update the user's email subscription group status to unsubscribed via the Braze Subscription Group API
Connectors Used: Iterable, Braze
Template
Enroll New Braze Users in Iterable Onboarding Campaigns
Watches for new user creation events in Braze and automatically creates the user in Iterable and triggers the configured onboarding email campaign, bridging mobile acquisition with email lifecycle journeys.
Steps:
- Detect a new user creation event in Braze via Connected Content webhook or scheduled sync
- Create or update the user record in Iterable using the Iterable Users Update API
- Trigger the target onboarding campaign in Iterable using the Iterable Track Event API with the designated trigger event name
Connectors Used: Braze, Iterable
Template
Mirror Braze Segments as Iterable Lists for Coordinated Campaigns
Periodically exports a defined audience segment from Braze and upserts those users into a matching static or dynamic list in Iterable, so both platforms target the same cohort for coordinated cross-channel campaigns.
Steps:
- Run a scheduled tray.ai workflow that calls the Braze Segment Export API for a specified segment
- Paginate through the exported user records and transform them into Iterable's bulk user update format
- Call the Iterable Bulk Update Users API to upsert users into the target Iterable list or update a list membership field
Connectors Used: Braze, Iterable
Template
Aggregate Braze and Iterable Campaign Metrics into a Unified Data Store
Pulls campaign-level engagement statistics from both Braze and Iterable on a scheduled basis and writes normalized records to a destination such as Google Sheets, Snowflake, or BigQuery for unified cross-channel reporting.
Steps:
- Trigger a scheduled workflow that fetches campaign analytics from the Braze Campaign Details API and Iterable Campaign Metrics API
- Normalize the response schemas from both platforms into a unified engagement metrics schema using tray.ai's data mapper
- Write the merged records to the configured reporting destination for downstream BI consumption
Connectors Used: Braze, Iterable
Template
Sync Iterable Custom Events to Braze User Event Tracking
Captures custom behavioral events recorded in Iterable — such as email clicks leading to specific product pages — and forwards them to Braze as custom events on the user's profile, giving Braze segmentation and Canvas trigger logic access to email engagement signals.
Steps:
- Receive an Iterable system webhook for a target event type such as emailClick or customEvent
- Extract the user identifier and event properties from the Iterable webhook payload
- Post the event to the Braze Track Users API endpoint as a custom event associated with the matched user
Connectors Used: Iterable, Braze