Increasingly as Email Marketers get more sophisticated and look to push more data into their ESP, trigger emails and download reporting into their own systems, they need an API to achieve this. API stands for Application Programming Interface – essentially it is a set of commands that allows a 3rd party system to use functionality of the ESP with no human involvement.
Here is my guide on what to look for when assessing the API of an email vendor:
Does it do everything?
Not all API’s are equal in terms of their capabilities, as some have been developed to only handle a few minimal features. However if there is missing functionality in the API it can stop an integration project in its tracks – and despite how much scoping you do, you may not find this out until it is too late. If an API is important to you, look for an ESP with a fully featured API that means anything you can do in their interface can be achieved with their API.