We’ve talked in the past about APIs, first in the academic sense and then a more detailed explanation, but we haven’t talked much about the doors they open. Today we’ll do just that; first let’s look at a few great uses for an API, then let’s take it to the next level.
The basic idea of an API is the ability to automate things that otherwise would be done by hand. The true power comes in when you extend this automation to include personalization and tie in other applications.
A tried and true application of an API is purchase confirmation receipts. Tie your eCommerce system into an email application in order to provide solid deliverability and best of breed reporting. You can take this to the next level by introducing related product recommendations or related coupons.
Another great idea is to provide an eCard application for your customers. You know the type, you select a card, provide some personalization details and before you know it your friend is greeted by an image of frolicking kittens. This again, can be implemented without much trouble via the API.
A little creativity, business need, and a web developer and you’ve got yourself some great new avenues to drive business.
Many people are accomplishing these goals solely through their eCommerce engine or website, and while this does accomplish one goal it misses out on a few others. First, you are assuming the effort of maintaining deliverability for these solutions, which can be quite a burden to bear. Secondly, you are often lacking in-depth reporting which comes along with most ESP based solutions.
But the last thing you aren’t getting is the flexibility for marketers to control the message. Often times these home grown solutions don’t provide an avenue for marketers to modify or update messaging as needed. It’s often up to a developer to go in and change a script in order to make changes. This method not only discourages good marketing, it often times makes it down-right impossible.
An example of editing an automated message
Good marketing requires constant refinement of all your message. Marketers need the ability to make changes on the fly as they consult message metrics. Complete API solutions, like ours here at Bronto, provide the tools to update, test, and report on your API messages.
So put the power of your automated email efforts into the hands of your marketers, it’s where they belong.
Adam Covati
Product Manager at Bronto
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