Case Study: Superhuman cuts campaign setup from four weeks to three days with Iterable

Key results

The challenge

Superhuman's lifecycle marketing team had the talent and ambition but ran on systems that could not support the speed or scale it needed. Campaign setup was slow and audience targeting relied on a small number of static segments.

The solution

The team adopted Iterable alongside a modern data stack (Hightouch reverse ETL, Databricks, AWS) to power data-driven personas, dynamic cohorts, and automated experimentation. This enabled faster campaign builds and more granular lifecycle targeting.

The results, in context

Campaign setup time fell from four weeks to three days, and value bidding plus lifecycle targeting delivered a 4.1% lift in lifetime value. The team scaled from five static audience segments to over twenty dynamically generated cohorts and 13 data-driven personas.

Products used