How to create multi channel campaigns using Iterable journey builder

If you’re reading this, you’re probably tired of campaigns that only go out by email and feel like you’re missing easy wins on other channels. Maybe you’ve heard about Iterable’s Journey Builder and wondered if it’s actually worth the hype, or if it’ll just add more complexity. This guide is for anyone who wants to build real, multi-channel campaigns that don’t fall apart in practice—or drive your team nuts.

Let’s break it down step by step, with a focus on what actually works, what to watch out for, and how to avoid the common traps.

Why Multi-Channel? (And What to Ignore)

Here’s the truth: most people don’t just check their email. They’re on their phones, they browse the web, they get push notifications, and—yes—sometimes they even read SMS. If you want your message to land, you need to meet people where they are.

But here’s what not to do: - Don’t try to be everywhere just because you can. - Don’t add channels just to say you’re “omni-channel” (nobody cares). - Don’t expect every channel to perform equally—email and SMS are not twins.

Use channels that make sense for your customers and your message. That’s it.

What Is Iterable Journey Builder, Really?

Iterable is a marketing automation platform that lets you send messages across email, SMS, push notifications, in-app, and more. The Journey Builder is their drag-and-drop tool for mapping out what happens and when, across those channels. Think of it like a flexible flowchart for your marketing.

Does it work? Yes, mostly. But it’s only as smart as the logic you build into it, and it can get messy fast if you try to do too much at once.

Step 1: Map Your Actual Customer Journey (Not Just the “Happy Path”)

Before you even log in, sketch out what you want to happen. Not just the ideal flow—think about what could go wrong. What if someone ignores an email? What if they click, but don’t buy? What if they unsubscribe from SMS?

Pro tips: - Start with pen and paper or a whiteboard. - Keep the journey tight. You can always add branches later. - Define your goal: Is it a purchase? Signup? Repeat engagement?

Don’t skip this: If you start building in the tool without a plan, you’ll end up with a spaghetti mess that’s impossible to debug.

Step 2: Set Up Your Data and Audiences

Iterable is only as good as the data you feed it. Before you can send anything:

  • Make sure your user profiles include the right info—email, phone number, app tokens, etc.
  • Segment your audience. Don’t blast everyone. (Seriously, don’t.)
  • Use test users (with your own email and phone) to sanity check later.

Watch out: If your data is incomplete or out of date, messages will fail or go to the wrong people. Nothing kills trust faster.

Step 3: Build the Journey in Iterable

Now you’re ready to jump into Journey Builder.

3.1. Choose a Trigger

  • Entry can be based on signing up, making a purchase, or any event you track.
  • Use custom events if you need to, but keep it simple for your first journey.

3.2. Add Your Channels

  • Email: Still the workhorse. Start here.
  • SMS: Use for urgent or high-value messages. Don’t overdo it—people get annoyed fast.
  • Push notifications: Good for app users, but only if your app is actually being used.
  • In-app messages: Great for onboarding or upsells, but invisible to everyone else.

Drag these onto your flow as needed. Don’t feel like you need to use every channel in every journey.

3.3. Add Logic Branches

  • Use “Yes/No” splits to react to user behavior—opened an email, clicked a link, etc.
  • Add delays (e.g., 1 day after email) so you don’t spam people all at once.
  • Use “Update User Profile” steps to track who’s in what stage.

Pro tip: Reality is messy. People don’t always follow the expected path. Plan for drop-offs and dead ends.

3.4. Personalize (But Don’t Get Cute)

  • Use merge tags to insert names or recent purchases, but don’t overdo it.
  • Make sure fallback values are set (nothing like “Hi ,” to ruin the magic).
  • Keep copy simple. If personalization doesn’t add value, skip it.

Step 4: Build and Test Your Messages

  • Write clear, concise messages for each channel.
  • Design for mobile first—most people will read on their phones.
  • Use Iterable’s preview and test send features for every channel.
  • Test with your own devices before pushing live.

What to ignore: Don’t get hung up on fancy HTML or perfect images. If the message isn’t clear in plain text, no amount of design will save it.

Step 5: Set Up Tracking and Goals

If you don’t track what matters, you’re just sending noise.

  • Use Iterable’s conversion tracking to tie messages to real outcomes.
  • Set up custom events if needed (purchases, sign-ups, etc.).
  • Watch your unsubscribe and complaint rates—these are your early warning signs.

Honest take: Most “vanity metrics” don’t matter much. Focus on what actually moves your business.

Step 6: QA and Launch (Don’t Skip This!)

  • Run test users through every possible path. Yes, it’s tedious. No, you can’t skip it.
  • Check that messages arrive on all channels, with correct personalization.
  • Double-check time zones, delays, and logic branches.
  • Make sure people can actually opt out of channels easily.

Pro tip: Launch with a small segment first. See what breaks, then roll out wider.

Step 7: Monitor, Measure, and Iterate

  • Use Iterable’s reporting to see what’s actually happening—opens, clicks, conversions.
  • Pay attention to where people drop off or get stuck.
  • Don’t be afraid to turn off underperforming channels or simplify journeys.
  • Regularly review and clean up old journeys—clutter sneaks up fast.

What doesn’t work: “Set it and forget it.” Journeys need maintenance, or they’ll rot.

What to Avoid (Hard-Learned Lessons)

  • Overcomplicating journeys. More branches ≠ better results.
  • Bombarding users on every channel. It just annoys people.
  • Forgetting compliance (especially SMS). Fines are real.
  • Ignoring edge cases—like what happens if someone already completed the goal.

Quick Wins and Realistic Expectations

Multi-channel isn’t magic. It can boost engagement if you’re thoughtful, but it won’t save a bad offer or clunky onboarding. Most success comes from:

  • Clear, relevant messages.
  • Respecting user preferences.
  • Iterating based on real feedback.

Keep It Simple, Then Build

Start small. Get one journey working, then add more channels or logic as you see results. Don’t let “multi-channel” become “multi-headache.”

The best campaigns are the ones that actually get sent—and make sense for your users. Iterate, clean up, and don’t buy the hype that you need to use every bell and whistle.

Now, go build something that actually works.