A CRM audit for Iterable

Where Iterable programmes drift

Common Iterable problems the audit finds

• Workflows built for one launch, still running and now overlapping.
• User fields and events sent from the app that no segment ever uses.
• Email, push, SMS and in-app planned by different people, so customers hear the same thing from each.
• Experiments started and never read, so nobody knows which version won.
• Frequency and send-time settings left on defaults, doing the planning nobody else is.
• Engagement scored on opens, which haven't meant much since Apple's Mail Privacy Protection.

What the audit looks at in Iterable

Workflows and campaigns

Every live workflow and triggered campaign: what starts it, who enters, and what happens when people don't do the thing you wanted.

Data

User profiles, events and catalogs, and what arrives from your app, site and warehouse. What you use, and what's missing that would change what you send.

Channels

Email, push, SMS, in-app and embedded messages. Whether each one has a job, and how they work together.

Personalisation

Handlebars, data feeds and catalog lookups. What a customer sees when the data is there, and when it isn't.

Deliverability

Sending domains and authentication (SPF, DKIM, DMARC), message types and unsubscribes, and your spam complaint rate against Gmail and Yahoo's sender rules.

Measurement

Experiments, holdout groups and reporting. Whether you can tell what the programme adds, or only what was sent. The Holdout Calculator works out how big a fair holdout test needs to be.

How an Iterable audit works

I've worked hands-on in Iterable, so the audit comes from someone who knows where things hide in a project. We usually work inside your Iterable project, with access agreed up front, or alongside your team if they'd rather make the changes. You get a plan in order of impact: what's going on, why it matters and what to do first.

He's endlessly full of ideas, and he brings real depth of knowledge to every problem, but what stood out to me most was how generously he shared it.

Emma Leane, former colleague

Questions about an Iterable audit

Is this an Iterable account audit?

Yes, and a bit more. It covers how your Iterable project is set up, and also what customers actually receive across every channel, because most problems sit between the settings and the inbox.

Do you need access to our account?

Usually, yes: a user with a limited role is enough for the audit, agreed up front. If you'd rather not share access, we can work from exports and screen shares with your team.

Can you fix what you find, or only point at it?

Both. You can run with the plan yourselves, or have us build it with your team, agency or platform partner. If you need an Iterable consultant for longer, see interim and fractional CRM leadership.

The full CRM audit: what you get, and how it works · The CRM audit checklist