Get integrated! Introducing V1.0 of our new RESTful API

5 minute read

After many late nights and far too much coffee, we’ve just officially launched V1.0 of our Permission Marketing API. You may know that a pre-release version has actually been available for a little while now – however, after a successful period of beta testing the Engineering team has given V1.0 their stamp of approval and made it available to the world.


What is an API and how does it work?

Simply put, an API (Application Programming Interface) allows two different applications to ‘talk’ to each other. It acts as a bridge that lets applications exchange data and trigger actions. For example our API can be used to add new subscribers to your account, or trigger sending an email campaign. Our goal is that our API can be used to do anything you can do through our web interface (and some things you can’t).

Our API uses an approach called REST which makes it straightforward to use with other systems, and we also provide pre-built client libraries to make development even faster for people using PHP, Node.js and Microsoft (more coming soon!).

What are the benefits?

Because the API can connect to any other system with an API, it can be used for two-way communication between your marketing campaigns and your other applications.

Your data is valuable. Using the API, updated subscriber lists and any associated intelligence collected from your marketing campaigns can be shared and used elsewhere in your organisation. Similarly, information from other applications can be used to populate your subscriber lists and to create personalisation in your new marketing campaigns.

Once the API integration is set up, it’s all automated. There’s no more time consuming and error prone import and export using CSV files, or missed opportunities by not having the correct data when and where it is needed.

Perhaps the most obvious application of the API is to integrate with your CRM (Customer Relationship Management) system. This means that your campaigns will always access the most up to date contact data available in your CRM. Similarly, your campaign intelligence – for example your subscriber behaviour and their preferences – will flow straight back into your CRM. The result is that your marketing activity is not only connected, but adding value to your sales process and potentially to other company functions too.

There are lots of other useful applications and we’ve already used our API to create integrations with the CRM system, the Shopify ecommerce platform and WordPress, the widely used content management system. We’ve also teamed up with Zapier, a collaboration that makes it incredibly simple to connect to over 250 other applications.

Version 1.0 of our API also represents a major milestone for our own development process. We now use the API as the foundation for all of our own product development. This enables us to create new features and introduce integrated applications more rapidly and with improved quality control. For us it’s like a development turbo-boost, and for you it brings confidence that our platform will continue to keep pace with changing trends and new applications.

With that in mind, what’s next?

We’ve already started work on a number of new integrations. These include the online ticketing service Eventbrite and the increasingly popular CRM system Microsoft Dynamics. We’re also looking at a facility to allow our Partners to manage their businesses directly through the API and at other advanced segmentation applications such as value-based and geographic targeting.

We’ve made it as easy as possible to integrate your applications, but, if you would prefer to leave it to the experts our Managed Marketing Services include dedicated technical resources which can help you identify, prepare and integrate your own applications.

If you are an application developer or integrator we are also looking for Technology Partners to collaborate on new API projects, so get in touch.

There’s a lot more information on the API on our developer site, or feel free to contact us. We’ll be happy to talk you through the possibilities.