Data integration in email marketing
Posted: Tue Dec 03, 2024 8:24 am
Modern marketing is data-driven marketing, both from the point of view of building profiles and typologies and the visualization of results. We could say that data is at the heart of today's marketing.
When we talk about data integration in marketing, we refer to the systems and processes that connect data from different channels or applications with the aim of improving results (in this regard, we recommend reading the Forbes study “ Data driven and customer centric: marketers turning insights into impact ”).
Generally, the integrations that email marketing teams usually request are the following:
Integrate the CRM with the ESP (Email Service Provider). In this case, the objective is to “push” the sociodemographic, purchase and/or contact data associated with an email to the campaign management platform. In this way, we can, for example, personalize the content of the email or segment it in the campaign manager.
Another option is to transfer the “post-campaign” information from the ESP to the CRM. For example, it may be interesting to enrich the profiles of our CRM with information about whether or not our emails are opened, or if the email we had is not valid (bounce).
Integrate the e-commerce with the ESP . This integration will allow us to collect information on conversions (number of transactions and amounts) and “upload” it to the ESP. This will allow us to view, in the reporting, the conversions and amounts generated by each campaign. In addition, we can use this information to create segments of the type (buyers, buyers of more than €n, etc.).
These two examples are the most common, although thailand business email list each business will have specific needs for integration with other environments such as ticketing platforms or booking engines. Integrations can be manual or automated. It is always advisable to automate processes, either because of the time savings they represent or because of the elimination of errors in handling. Automatic integrations are usually done today with APIs.
What is an API?
The definition we have found clearest for laymen is this: “…the API is about pre-programming a system that consists of a series of lists of words (functions) that execute things in your application or display some of the information of your service.
This list of words or functions is published in the API documentation. So when an external programmer wants to display the information that you host in his program, he only has to make a call to the appropriate function that you provide.
It is a way to give restricted access to your application's information without letting the external programmer access your code, they can only use and execute those things that you have prepared and allow them to. "(source: https://loogic.com/que-es-una-api /). Nowadays, most ESPs have their own API libraries that allow integration with external systems. To do this, it will be necessary for a technical profile to have access to the API documentation and develop it appropriately.
App integration platforms. There are tools that connect web applications. The general idea is that when an event is executed in one application (for example, a user registers in Hubspot CRM), another event will be executed in the other connected application (in this case it could be the insertion of that record in Mailchimp). These platforms also allow developers to add their own APIs so that they connect with third-party systems. Two alternatives are Zapier or Workato .
When we talk about data integration in marketing, we refer to the systems and processes that connect data from different channels or applications with the aim of improving results (in this regard, we recommend reading the Forbes study “ Data driven and customer centric: marketers turning insights into impact ”).
Generally, the integrations that email marketing teams usually request are the following:
Integrate the CRM with the ESP (Email Service Provider). In this case, the objective is to “push” the sociodemographic, purchase and/or contact data associated with an email to the campaign management platform. In this way, we can, for example, personalize the content of the email or segment it in the campaign manager.
Another option is to transfer the “post-campaign” information from the ESP to the CRM. For example, it may be interesting to enrich the profiles of our CRM with information about whether or not our emails are opened, or if the email we had is not valid (bounce).
Integrate the e-commerce with the ESP . This integration will allow us to collect information on conversions (number of transactions and amounts) and “upload” it to the ESP. This will allow us to view, in the reporting, the conversions and amounts generated by each campaign. In addition, we can use this information to create segments of the type (buyers, buyers of more than €n, etc.).
These two examples are the most common, although thailand business email list each business will have specific needs for integration with other environments such as ticketing platforms or booking engines. Integrations can be manual or automated. It is always advisable to automate processes, either because of the time savings they represent or because of the elimination of errors in handling. Automatic integrations are usually done today with APIs.
What is an API?
The definition we have found clearest for laymen is this: “…the API is about pre-programming a system that consists of a series of lists of words (functions) that execute things in your application or display some of the information of your service.
This list of words or functions is published in the API documentation. So when an external programmer wants to display the information that you host in his program, he only has to make a call to the appropriate function that you provide.
It is a way to give restricted access to your application's information without letting the external programmer access your code, they can only use and execute those things that you have prepared and allow them to. "(source: https://loogic.com/que-es-una-api /). Nowadays, most ESPs have their own API libraries that allow integration with external systems. To do this, it will be necessary for a technical profile to have access to the API documentation and develop it appropriately.
App integration platforms. There are tools that connect web applications. The general idea is that when an event is executed in one application (for example, a user registers in Hubspot CRM), another event will be executed in the other connected application (in this case it could be the insertion of that record in Mailchimp). These platforms also allow developers to add their own APIs so that they connect with third-party systems. Two alternatives are Zapier or Workato .