SMTP, the standard that defines email, is 30+ years old. Since the first email was sent the technologies used to implement, personalize, optimize, test, target, segment and deliver highly relevant messages from companies to consumers have dramatically evolved in terms of sophistication and potency.
What may have started as a single isolated email platform within a company’s technology stack has had to keep pace with the market’s evolution and the increased importance placed the digital marketer’s ability to drive revenue. As such, email systems and infrastructure have had to evolve to be leaner, more flexible and infinitely scalable, and to handle traffic from multiple stakeholders within an organization. In order to minimize the overhead of complex systems, multiple ESPs and external agencies, programmatic sending, targeting, template generation and deployment have become critical to ensuring that email deployment systems are as internally relevant as the content they’re sending.
The emphasis, naturally, is on cloud-based technologies—the migration of infrastructure, platforms and software to the cloud have been made possible through the standardization of APIs to link disparate systems. More importantly, business processes are being modeled through flexible REST frameworks that allow the customization of cloud-born technologies and infrastructures to meet a company’s unique and proprietary needs.
However golden the future may appear, there exists a reality that has to be understood: not all APIs are built alike. Not only do APIs differ, but platforms and infrastructure have vast differences in how they can be modeled, adapted and used to service the numerous outbound email needs of any company. Our new white paper, Email in the Age of APIs, was written to help technology buyers, and marketers, understand the nuances of API-driven email, how the technology can be transformative to an organization, the benefits and the pitfalls associated with the build-out of monolithic stacks. To learn more download Email in the Age of APIs.