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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 Should a Marketer Consider When Contemplating the Integration of Different Systems?

When shopping for a vendor with a comprehensive API, the fact that development resources and expenses are usually an afterthought can make the selection process challenging. Marketers typically drive the purchase of an email service provider (ESP), with IT along for the ride. If you commit to an ESP with a poor API, you’re going to drive your IT folks crazy, and your integration will likely fail. Find the right ESP, and your integration will work, and your IT folks will be happy to assist.

Here are 10 questions you must ask regarding an API:

1.Identify what features of their user interface (UI) are available via the API. Ask what features the API has that the UI doesn’t (and vice versa).
2.Ask how many calls are made to their API daily. If they answer, “Millions every month, and we have a dedicated pool of servers available,” that’s a good sign. Quantity is incredibly important since you want to identify whether the API is an afterthought or actually part of the company’s strategy.
3.Ask for the API documentation. It should be robust, spelling out every feature and variable available in the API.
4.Ask whether or not they have a Developer Community available for sharing code and ideas with other developers. Developer Communities are key to launching your development and integration efforts quickly and efficiently. Rather than just leveraging “the API guy” at the company, you’re also leveraging ...

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