# Braze + Iterable integration > Sync user data, campaign events, and audience segments between Braze and Iterable so both platforms stay in step across every channel. **Canonical page:** https://tray.ai/connectors/braze-iterable-integrations/ **Braze connector:** https://tray.ai/connectors/braze-integrations/ **Braze documentation:** https://tray.ai/documentation/connectors/service/braze **Iterable connector:** https://tray.ai/connectors/iterable-integrations/ **Iterable documentation:** https://tray.ai/documentation/connectors/service/iterable ## Overview 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. ## Use cases ### 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 ### 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 ### 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 ### 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 ### 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 ### 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 ### 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. - Respond to churn signals faster by automating cross-platform campaign triggers - Avoid over-messaging at-risk users by coordinating send frequency across both tools - Improve win-back campaign ROI by using mobile behavioral data to personalize email content ## Templates ### 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. Connectors used: Braze, Iterable ### 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. Connectors used: Iterable, Braze ### 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. Connectors used: Braze, Iterable ### 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. Connectors used: Braze, Iterable ### 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. Connectors used: Braze, Iterable ### 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. Connectors used: Iterable, Braze ## Challenges Tray.ai solves ### 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. ### 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. ### 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. ### 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 helps:** 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. ### 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 helps:** 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. ## Learn more - Intelligent Integration: https://tray.ai/platform/intelligent-ipaas/ - Merlin Agent Builder: https://tray.ai/platform/merlin-agent-builder/ - Agent Gateway for MCP: https://tray.ai/platform/agent-gateway/ - Book a demo: https://tray.ai/contact/