Connectors / Integration
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.
Braze + Iterable integration
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.
When Braze and Iterable run in isolation, customer data splits across two systems — inconsistent user profiles, duplicated messaging, and missed personalization follow quickly. A marketer updating a suppression list in Iterable may not realize those same users are still getting Braze push notifications, which wastes spend and frustrates customers. Connecting the two through tray.ai keeps user attributes, subscription statuses, custom events, and audience segments flowing in both directions in real time. Your team works from a single source of truth, campaigns fire on current behavioral data regardless of which platform captured it, and your customers get coherent, timely messages across email, SMS, mobile push, and in-app.
Automate & integrate Braze + Iterable
Automating Braze and Iterable business processes or integrating data is made easy with Tray.ai.
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.
- Eliminate inconsistent user profiles caused by platform-specific updates
- Reduce unsubscribe rate violations by syncing opt-out status instantly across both platforms
- Let personalization engines in both tools draw from the same enriched user attributes
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.
- Trigger Iterable email flows based on in-app events tracked by Braze
- Enrich Braze user profiles with web-based behavioral events captured by Iterable
- Cut engineering overhead by avoiding duplicate event instrumentation
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.
- Maintain consistent audience targeting across email, push, and in-app channels
- Prevent messaging overlap by sharing suppression segments between platforms
- Speed up campaign setup by reusing segment logic instead of rebuilding it in each tool
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.
- Stay compliant with CAN-SPAM, GDPR, and CASL by honoring opt-outs across all channels
- Protect email deliverability by preventing sends to disengaged or unsubscribed users
- Cut customer complaints caused by messaging users who have already opted out
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.
- Build a single source of truth for cross-channel marketing performance
- Identify attribution gaps where user journeys span both Braze and Iterable campaigns
- Let data teams correlate messaging activity with revenue outcomes in downstream BI tools
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.
- Deliver a consistent onboarding experience across mobile and email channels
- Trigger welcome workflows the moment a user is acquired, cutting time-to-first-value
- Eliminate gaps where new users fall out of onboarding due to missing platform enrollment
Challenges Tray.ai solves
Common obstacles when integrating Braze and Iterable — and how Tray.ai handles them.
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 helps
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 helps
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 helps
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.
Templates
Pre-built workflows for Braze and Iterable you can deploy in minutes.
Sync Braze User Attributes to Iterable User Profiles
Braze 
Iterable 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.
Forward Iterable Email Unsubscribes to Braze Subscription Groups
Iterable Braze 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.
Enroll New Braze Users in Iterable Onboarding Campaigns
Braze Iterable 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.
Mirror Braze Segments as Iterable Lists for Coordinated Campaigns
Braze Iterable 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.
Aggregate Braze and Iterable Campaign Metrics into a Unified Data Store
Braze Iterable 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.
Sync Iterable Custom Events to Braze User Event Tracking
Iterable Braze 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.
How Tray.ai makes this work
Braze + Iterable runs on the full Tray.ai platform
Intelligent iPaaS
Integrate and automate across 700+ connectors with visual workflows, error handling, and observability.
Learn more →Agent Builder
Build AI agents that read, write, and take action in Braze and Iterable — with guardrails, audit, and human-in-the-loop.
Learn more →Agent Gateway for MCP
Expose Braze + Iterable actions as governed MCP tools — observable, rate-limited, authenticated.
Learn more →Ship your Braze + Iterable integration.
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