Case Study: Zillow achieves 161% lift in open rates and scalable lifecycle marketing with Iterable

Zillow - Customer Case Study

Zillow, the leading real estate and rental marketplace with a database of over 110 million U.S. homes, needed to move beyond slow weekly batch email sends and an email service provider that couldn’t scale. The company required faster segmentation, more agile campaign management, and data-driven messaging to better support users across the full home‑ownership lifecycle.

By adopting Iterable, Zillow implemented triggered welcome and lifecycle nurture/drip campaigns based on web behavior, dynamic segmentation, and in-workflow A/B testing. The new approach improved efficiency for the marketing team and delivered strong engagement gains — a 161% lift in open rates and an 18% lift in click-to-open rate — while providing the scalability to message millions of users and support upsell opportunities like mortgage offers.

Zillow

Grace Pratt

Sr. Marketing Specialist