Email marketing platform VerticalResponse has launched an API and developer program. Using the company's new API, developers can build applications that enable users to create and manage contacts and marketing campaign lists, set up and schedule the distribution of email and social media posts, and retrieve analytics data associated with their marketing campaigns.
In addition, the API offers webhooks events so that applications can be alerted when certain events, such as subscriptions and unsubscribe requests, occur. For security and privacy purposes, no personally-identifiable information is included in webhooks callbacks; instead, callbacks contain a URL to the appropriate API resource to ensure that only authenticated applications have access to sensitive data.
VerticalResponse's API is REST-based, responses are JSON-formatted and OAuth 2.0 is used for authentication.
To assist developers in getting started, VerticalResponse built a developer portal that contains detailed API documentation and provides developers with access to an interactive API console. The company offers official Java, PHP and Ruby client libraries.
APIs for customer acquisition, retention
A number of companies have already integrated the VerticalResponse API into their offerings. For instance, Tatango, a startup that enables businesses to send text message coupons to their customers, integrated with VerticalResponse's API to make it easy for its customers to access VerticalResponse's functionality as well as to offer its functionality to VerticalResponse customers. "Tatango users can now easily sync their leads and contacts into VerticalResponse to launch powerful email marketing campaigns, while VerticalResponse users can now add text messaging lead capture to the marketing tools at their disposal," Tatango CEO Derek Johnson explained.
Tatango's VerticalResponse integration highlights the fact that for many companies, APIs and developer programs are an increasingly important part of both customer retention and acquisition strategies. By enabling their customers access to functionality that they otherwise wouldn't build themselves, companies can promote customer retention. And by becoming part of a third party's ecosystem, they can expose their wares to new potential customers, promoting customer acquisition.
With competition in B2B markets skyrocketing, API integrations could prove for many companies to be one of the most effective and cost-efficient investments in customer acquisition and retention going forward.