If you're a gearhead (code monkey, etc.) then you've probably got some API grease on your hands at this point in your career. However, if you're a marketer, most likely you've heard of the term, but haven't quite understood what it is or its benefit to you.

Remember the days of cumbersome imports and exports of your contact data? Remember the days of having to update multiple systems? Oh wait, you're living those days right now? Let me show you how the tech world helped solve the problem of silo'd data and created this nifty little thing called an Application Programming Interface (API).

An API at its simplist is a conduit, a connector that allows separate systems to connect and share data thereby automating some of those cumbersome tasks we just talked about. Despite its name, it is neither an application, or a program, or any kind of software. Think of it as a command between two computers or two pieces of software that allow them to interact with one another and complete tasks.

The SendLabs API

The SendLabs API allows customers to automate functions they would normally do "by hand", seamlessly in the background. While you're in REM sleep, your subscriber information is being updated both inside of SendLabs and in your company's CRM, for example. Using XML and posting scripts, API access allows you to handle data transfers in real time, eliminating the need for manual imports, exports, etc. You may use virtually any programming language, providing that it is capable of performing HTTP requests such as PHP, ASP, .NET and many other languages that provide libraries to perform such requests.

Common Ways SendLabs Clients Use APIs

The best use of APIs is to automate tasks that are more easily and efficiently handled by a computer system than manually by a person. We provide you with documentation to implement SendLabs APIs and most programmers can quickly implement them. (Talk to your IT department if you think you could benefit).

Example API uses:

• Remove subscribers
• Add subscribers
• Update subscriber information in two systems
• Trigger an email delivery based on a change in your CRM (welcome message, etc) 
• Retrieve and update opt-in/opt-outs 
• New clients who want to seamlessly transfer their subscriber data from their former in-house system or ESP can do so easily with APIs.  

The bottom line is an API can help reduce some of the chore work common to marketing and get you out on the golf course more. You need only talk to your IT department or a decent programmer. We'll provide you the APIs and documentation and offer any assistance.

Contact us for more information.