Lob Help Center


Integration overview

Iterable is a cross-channel marketing platform that powers unified customer experiences and empowers you to create, optimize and measure every interaction across the entire customer journey. Automated connections in Iterable, called Webhooks, can be set up in minutes with no coding. Webhooks can automate your day-to-day tasks and enable workflows with Lob that otherwise wouldn't be possible.

Each Webhook you create will connect to an HTML template that you have stored in your Lob dashboard. You will map your systems data fields to the Lob merge variables in the template, and triggered mail sends either via a user action or in a batch.

Getting started with Iterable

To get started with Iterable, you will need to request an Iterable demo or have your Iterable account enabled by your company.

Getting started with Lob

Sign up for a free account, from there you can jump right in with sending requests for free with your secret Test API key. Instantly begin sending real mail by simply adding a payment method to your account and switching to your Live API key.

Connecting Iterable to Lob

  1. Login to your Iterable Account.
  2. Navigate to "Workflows" --> “Workflow webhooks”

  3. Now click on "New Partner Webhook" at the top of the page.
  4. Use your API key to connect your Lob account.
    • We recommend using your Test API Key to start to make sure you have set everything the way you want and then switch to your live key when you are ready to send physical mail. 

  5. Make sure the URL matches the resource you want to create. See URLs here.

  6. Click ‘Create Webhook”.

  7. After the Webhook is created, you will see your data on the right side under the “fields” column along with blank boxes next to them.

  8. Map the fields on the left, which are the Lob request fields, with your data fields on the right. This variable will need to be enclosed with double curly braces, like so: {{your_variable}}.

    • For example, if you have a field that maps to “to[name]” in your data and you want the variable first_name to be used as that mapping, you would put {{first_name}} to the right of the “to[name]” field on this page.

  9. Map to all of the necessary merge variables. For example, if you have a merge variable “name” in your template, you need to add a form field of “merge_variables[name]” and set the desired value on the right.

  10. Ensure that you are mapping for all required templates. For example, Postcards will utilize 2 templates, one each for the front and back of the postcard. Letters only require one template.
  11. Click “Save” on the right when you are finished.
  12. Navigate back to “Workflows”
  13. Click on the workflow you want to use with this webhook
    • You can create a new one by setting the Trigger that you want to initiate this workflow. (API Trigger, List Trigger, Opened an email, etc.)
  14. Click on the Add Step icon following the event that triggers your Lob webhook
    • This could be the creation of a new customer, after you sent an email to a customer, etc.
  15. Now set the action to “Call Webhook”, and make sure you toggle on “Use Pre-configured Webhook” and select the Lob Webhook we created above.
  16. After you have successfully set up your workflow, test it by sending a test trigger and then enable it once complete. 

  17. Afterward, head over to your dashboard and verify the results of the test.
    • Reach out to your CSM if you need assistance navigating the Lob dashboard.

Best practices

To ensure success with your Iterable & Lob integration, we strongly recommend abiding by the following best practices in order to avoid failures or issues with your direct mail. We also recommend utilizing your Test API Key to test and validate your mail generation process and view proofs, ahead of sending mail with your Live API Key.


To protect yourself against duplication and errors, it is a great idea to add idempotency keys to your requests. To do so, use a unique characteristic associated to each piece you are sending out, user_id is a common one, and embed that into the URL like so:


  1. Iterable jobs should not run with large batches. Iterable will run all of the record requests at once and will thus exceed your rate limit. We recommend limiting batch sends to 600 at a time in order to avoid failures.

  2. Iterable requires that you have your HTML files in Lob as templates or that you have a URL to the resource.

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