For those unfamiliar with the term API, it simply refers to a set of methods by which developers can access different functionalities of a software application using code rather than logging in. It is known as Application Programming Interface.
To better understand this, imagine a software tool as a restaurant. Most people who want to eat at a restaurant go there, sit at a table, and order from a menu. These “normal” customers are like software users who log in and use the tool’s features by clicking around in the normal graphical user interface (GUI).
Instead of going to the restaurant and ordering from a waiter, why not have it delivered to your door? In this case, you’ll probably order delivery from the restaurant. It’s like using a tool’s API. You can still order items from the menu, but they are delivered to you rather than you going to the restaurant.
With an API, a user can “log in” to an application by sending a programmatic request with their API key (usually just a random encrypted string of characters). The API requests give developers access to the platform’s features using the methods and endpoints (request URIs) specified in the software’s API documentation.
Usages of Email Marketing API
Now that you know what an API is, let’s talk about how an email marketing API can help businesses grow and build better customer relationships.
1. Notifications and transactional messages
The most common use of an email marketing API is to add email notifications and transactional messages to a website or software tool.
Notifications: Many software tools and websites use notifications to notify users of changes to their accounts. On Facebook or Instagram, this could be a new comment or “like” on a user’s post.
It is not always necessary to send an email for every application action. However, if the action is more critical or time-sensitive, sending an email can help ensure the user receives the information quickly.
Transactional Messages: If you’ve ever bought something online or in an app, you’re familiar with transactional emails. These are messages that convey timely information related to a user’s transaction on a website or application. An order receipt is a common example.
Email marketing APIs allow you to create beautiful transactional emails that are directly integrated into your website’s functionality.
LimeBike uses an email marketing API to send transactional receipts with a referral code and a nice HTML design.
The API is not always required to customize transactional messages. Sendinblue, for example, integrates with WooCommerce, Shopify, and WordPress. For non-standard eCommerce systems or custom software tools, an email marketing API can still customize transactional messages.
2. Connect your email marketing to other apps
APIs enable developers to link tools together. That means you can use an email marketing API to connect it to other tools.
Among the most common tools to connect are CMS and CRM systems:
An email marketing API can automatically send your email contacts an email when you make a new post on your website if you use a content management system (CMS).
When contacts meet certain criteria in your CRM, you can set up triggers to automatically send them emails designed in your email marketing platform.
3. Activation and growth hacking workflows
Emails can also be used to increase growth hacking or product engagement workflow engagement. For example, you might want to remind customers to leave reviews for a product they bought. Using an email marketing API, you can send the message at the right time to increase engagement and inform other customers.
4. Customize reporting and dashboards
Email marketing APIs let you access email performance statistics as well as send emails and sync contact information.
Conclusion
There are numerous reasons why someone should use an email marketing API, so it is critical to understand its capabilities. One thing to keep in mind when comparing email marketing API providers is scalability. You don’t want to be left behind when your company grows rapidly and your email API solution can’t keep up.