Bronto Blog

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.
Read more about leveraging the API

I recently waxed philosophically about the wonder of Automated Messages - definitely the focal point of our Spring 2008 Release. Today I wanted to talk a bit about the process of fine tuning Automated Messages and the rules that control them to boost ROI.

Start at the beginning

No matter what your goal, you will be best served if you stop and think things through before you start. Understanding who you are communicating with and why you are communicating with them is critical to crafting an effective Automated Message. If you have planned thoroughly then the creation of your Automated Messages and Rules should be just a matter of selecting the right options & settings (which is why we created our easy to use Automated Message Rule Wizard).

Once your Automated Messages have been mailing for a little while, you will have some baseline metrics. With these metrics in hand you can start to make some changes. Because Automated Messages are continually being sent, you have the ability to easily carry out tests. With each test, change one thing, such as the subject line, intro copy, offer, or creative. Then watch your metrics to see if they go up or down. Through analyzing these results and optimizing the automated campaigns, you will be continually improving your metrics and ROI.

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