An API is a powerful tool that can open the door to high ROI email programs, but for the uninitiated it can be confusing trying to understand what they are really all about. Today we’re going to go over what an API is, and how you can leverage it to make your life easier, and your emails better.
What does API Mean?
API stands for Application Programming Interface, but I like to describe it as a language. It’s the language that is used to talk to a specific application. I’m not talking about an actual programming language, like C or Java. In the generic sense, this language allows you to provide commands or ask questions of the application at hand.
There’s some lingo that goes along with APIs that you should be familiar with as well. There are several different technologies that APIs are often based on, this includes SOAP, REST, and RPC. I’m not going to get into all those acronyms, that’s a whole other blog post, but you’ll probably see them thrown around when you talk API. Also, each time you talk to an application via an API it’s called a Making a Call, e.g. you would make a call to the api to upload a list.
What can an API do?
Once you know how to talk with an application you are able to ask it questions or tell it to do things. In general APIs provide much of the abilities that are available in the corresponding application, allowing you to automate processes, quickly accomplish repetitive tasks, and integrate with other systems. The capabilities of most APIs can be broken down into two main types of tasks: Data Manipulation Tasks and Operational Tasks.
Data Manipulation Tasks
These types of tasks involve pulling down data, pushing up data, and changing other data. In terms of email marketing, this means you can do things like upload new subscribers, synchronize with a local database, or update data for subscribers. Depending on what you are looking to do, much of this can be done with just a few calls (using our new lingo already!).
These tasks help you to create a solid base for your marketing activities; if you don’t have recent, accurate data then you can’t segment or personalize properly.
Operational Tasks
With these activities you are actually making the application carry out actions that you would normally have to log in to do. This can be helpful with actions you do on a recurring basis such as sending out a monthly bill or creating a new message. You can also integrate with other systems you use, allowing you to send out relevant messaging based on interactions with your subscribers, whether those are receipts, thank you notes, or follow-ups.
After you’ve automated repetitive tasks and integrated external systems you will have more time, made less mistakes, and have a much more relevant email marketing program.
Should You Be Using An API?
Ok, so now you know what an API is and what it is capable of. I bet you are excited to take advantage of one within your email marketing program. But before you do anything you need to know what it is you want to accomplish. Where are your pain points? What data isn’t making it’s way into your subscriber database? What types of messages could you be sending if your separate systems were integrated?
Once you answer those questions you’ll be ready to determine if an API is the answer to your needs.
Adam Covati
Product Manager at Bronto
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