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Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level by Ali Sales, Chris Baggott

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What Are Some Examples of Emails that Utilize Integration Capabilities?

A common scenario is sending a birthday email. Let’s assume I’ve captured subscriber email addresses and birth date. Every day, I should be able to generate a list of people with a birthday equal to the current day and trigger a birthday email to them.

While you may not want to send birthday emails to your subscribers, the point is that you can use specific criteria to segment out a group of subscribers and trigger an email to them. The same segmentation can be applied to various scenarios. Some examples are: concert-goers who need reminders on directions, or newspaper subscribers who are up for renewal.

Each scenario is a perfect fit for API-based activity because the daily routine of segmenting and sending an email can be automated. A process can be set up that runs on a nightly basis, invokes a segmentation or group refresh API call, ensures the group refresh has completed, and then triggers an email send using another API call. Once set up, this process can run by itself, hands-off. Some checking or monitoring of the process is required, but the process can scale as you acquire a larger subscriber base, and greater demands are put on your marketing efforts.

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