Co-founders, Justin Zhu and Andrew Boni, got the idea for Iterable during their previous positions at Twitter and Google, where they saw, firsthand, email?s effectiveness in driving revenue and user growth, but also the difficulty in creating truly engaging messages. Why must it be so hard for marketers to launch personalized campaigns or to perform email A/B testing without technical support? In response, they decided to build a comprehensive marketing tool that is both super easy for engineers to integrate with existing systems and for non-coders to create advanced email campaigns that stand out in the inbox and really engage the end user.