Can You Get a Little More Technical with How Integration Works?

Yes, integration does require getting into some tech talk. Most vendors have application programming interfaces (APIs) to programmatically handle what a marketing person would do in the email system’s user interface—create, deliver, and track emails. These APIs are what make integration possible. Programmers make API calls to connect the marketing systems to vendor databases directly (and vice versa). So, yes, your IT staff must be involved with integration. However, it is normally lightweight work, even for mid-level developers.

Get Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.