What Marketers Should Know About Email API


When an online business grows, so does its mailing list. That can only mean one thing – those in charge of email marketing need to find a way to send high volumes of campaigns without additional complications and cost.

This is where using an email API comes in. This email marketing system allows marketers to reach out to more prospects while maintaining connections with current customers through built-in SMTP relay servers.

Before we discuss how using email APIs help you send large bulk of emails, you must learn what they are first, how they’re usually used in email marketing, and the other benefits they can give you.

What Is Email API And Why Should You Care?

Email API means an email application programming interface. It allows email applications to integrate, access, and use the features or tools email marketing platforms usually have in their system. Email APIs are usually used by big or growing email marketing businesses. This is because using an email API makes it easier for a team leader to delegate work to the members.

For example, an email marketer head can assign one team member to analyze engagement metrics while letting another member create nice campaign templates. If they were all to use an email marketing platform with the same account, it would be confusing and members would hinder each other’s work.

Whereas by using an email API, members are left to do their responsibilities and all they would do is pass their work when done. The head of the team will then combine all the work of the team members and transform it into a well-crafted campaign before having it sent to the right customers at the right time.

You can follow this model if you no longer can do email marketing yourself. This will help your business adopt a better structure and grow towards success.

The Key Benefits of Email APIs

Better teamwork isn’t the only benefit email APIs provide to marketers. In solo marketing settings, there are also plenty of advantages. Keep on reading to find out what they are.

1. Ensures maximum email deliverability

There are plenty of factors that influence your email deliverability rates. The most common ones are internet interruptions and a misconfigured server. Email API providers take the job of making sure your campaigns land in your customers’ inboxes at the right time.

They do this by mitigating connectivity problems such as internet service providers (ISP) outages and distributed denial of service (DDoS) attacks. For configuration problems, they’ll also set it right for you, especially if you’re busy or don’t know anything about domain care.

2. Let your recipients accomplish many things without leaving their inboxes

Using an email API allows you to configure your email campaigns to have their own APIs as well. It can help your customers make a lot of interactions with your brand like buying, browsing, paying, and reading without closing their email inbox application or browser tab.

This is great for you as an email marketer because it keeps your customers’ focus on your campaigns. That, in turn, boosts engagement, deliverability, and sales rates – factors that will highly improve your sender’s reputation when you’re doing IP warming.

3. Easily send blog updates to your contacts

A good email marketer knows that to keep customers interested in their brand, they need to increase their presence through digital marketing. One way to do this is by sending update notifications to subscribers when there’s something new on the business’s website.

Before, email marketers would write notification emails and just change the greetings for personalization. Since the development of email APIs, email marketers can set their domains to automatically send blog updates to subscribers whenever changes in the websites are made.

4. Better analytics

Email marketing platforms have an established set of metrics to be analyzed in a marketer’s campaigns. Using an email API allows you to make your own set of metrics. While other marketers are limited to receiving basic engagement metrics such as click rates, you can choose to receive more metrics like open rates and mouse tracking.

5. Improved segmentation

Proper segmentation is one of the recipes to improve your campaigns’ engagement rates. Using an email API, you create more list segmentation for your various personalization strategies. For example, you can set your email API to automatically segment subscribers based on which days they usually open emails and what type of campaign they mostly open and click.

Because of this, you’ll know what type of campaign content you should prioritize in making. Not only that, but your customers will also receive content that closely or directly reflects their needs, wants, and preferences. As a result, you’ll earn more sales and your business grows.

6. Smoother email marketing experience

Since email APIs integrate the functions of email marketing platforms into one interface, you don’t need to use multiple email applications when you’re analyzing your campaigns or doing other email marketing tasks. This gives you more focus and less stress in getting things done as an email marketer.

7. Higher campaign sending volumes for the price of less

Some rookie email marketers use an email marketing platform and a separate SMTP service to boost campaign sending volumes. While this may be a good strategy to reach out to more prospects, it’s a costly one.

Most email APIs have SMTP relay servers included in their features. All you’ll need to do is avail an email API service, create email campaigns, and send them to your customers. No need to pay for an SMTP service and an email marketing platform every month.