Migrate from Iterable to Salesforce Sales Cloud

Iterable user profiles map to SFMC Contact records using email as the Subscriber Key. System fields (dataId, userId, email, createdAt, updatedAt) map to standard SFMC Contact attributes. Custom profile fields migrate to a primary Data Extension with the same field names and types, linked to Contact via Subscriber Key. We flag any fields approaching Iterable's 8,000-field soft limit during scoping and consolidate redundant or deprecated fields before migration to avoid Data Extension schema bloat in SFMC.

Iterable custom events with their full metadata payloads migrate to a dedicated Data Extension that logs event name, user identification (Subscriber Key), event timestamp, and all custom event metadata columns. We flatten nested event metadata to top-level Data Extension fields during the transform phase. For recurring behavioral triggers that the customer wants to replicate in Journey Builder, we document the event schema and recommend Triggered Send or API Event entry sources.

Iterable Lists are flat user collections used for campaign targeting. We migrate list memberships as Contact membership in SFMC Audiences or as rows in a List-Name Data Extension keyed by Subscriber Key. Dynamic Lists require SQL Query Activities to replicate using Contact data and event filters. We preserve the original Iterable list names and IDs in the migration metadata for reference during Journey rebuild.

Iterable campaign metadata (name, channel type, status, schedule, template reference, send configuration) exports as a reference record that we store outside SFMC as a migration artifact. SFMC does not have a native Campaign object equivalent to Iterable's campaign model. We deliver the campaign inventory as a structured CSV and a written summary so the customer's SFMC admin can recreate campaign reference data in SFMC Email Sends, Journey Builder entry configurations, or a custom Campaign object if the customer builds one in Salesforce CRM and links it via the SFMC-CRM connector.

Iterable Journeys define multi-step, multi-channel automation paths. We export Journey definitions including trigger conditions, branching logic, wait steps, and message action configurations as a written inventory document. SFMC Journey Builder uses a different event and activity model. We do not migrate Journeys as code. The inventory document maps each Iterable Journey to a recommended Journey Builder structure with entry source, activities, and split logic so the customer's admin or SFMC partner can rebuild them post-migration.

Iterable HTML and Handlebars-templated message content migrates as asset records in SFMC Content Builder. We export template content, metadata, and personalization syntax. Handlebars conditionals and merge tags require manual conversion to SFMC AMPscript or Marketing Cloud Personalization (Interaction Studio) syntax during the SFMC implementation phase. We flag templates with complex dynamic logic for admin review before migration.

Iterable Catalog is a product data store used for dynamic content insertion. We export catalog schemas and item records to a SFMC Data Extension with the same column structure. Product relationships to Journey steps require reconfiguration in Journey Builder because SFMC references catalog data through AMPscript lookup functions within email content rather than a separate catalog object.

Iterable purchase events (orderId, total, items, user) migrate to a purchase-history Data Extension keyed by Subscriber Key. For teams migrating to SFMC Einstein (AI) capabilities, we recommend structuring this Data Extension to support Einstein Send Time Optimization and Einstein Email Recommendations, which require specific data shapes.

Iterable channel-level opt-in/opt-out states migrate to SFMC Contact attributes (HasOptedOutOfEmail, MobileConnect opt-in flags) and to channel-specific suppression lists in MobileConnect and Push. We preserve subscription event history to maintain suppression logic. Note that SFMC handles SMS and push subscriptions separately from email subscriptions, and each requires its own opt-out configuration in the respective SFMC product.

Iterable Data Sync is a warehouse export feature gated behind Customer Success and requiring IP allowlisting. Data Sync records migrate as standard Data Extension exports during the migration window if the customer has Data Sync enabled. If Data Sync is not active, we scope the migration to API-based profile and event extraction only and flag Data Sync activation as a pre-migration requirement for customers relying on warehouse-synced data.

Iterable user accounts referenced as creators or modifiers of campaigns, Journeys, and templates map to SFMC user accounts by email. We resolve owner references in campaign and Journey metadata to SFMC User accounts provisioned in the destination tenant. If the customer uses Salesforce CRM alongside Marketing Cloud, we recommend using the CRM User as the SFMC user to keep attribution and permissions aligned.

Iterable maintains per-channel unsubscription records. We export the full suppression list per channel and import into SFMC Suppression Lists (for email) and MobileConnect suppression data (for SMS). This ensures migrated contacts who previously unsubscribed remain suppressed in SFMC and do not receive messages after cutover.