API

An API is a simple rule set that lets one tool read or update data in another tool. In email marketing, it connects your store, app, and CRM to your email platform in the background. It can pass through new signups, orders, and user actions without anyone touching a spreadsheet. This makes your system feel like one connected platform instead of separate pieces.

APIs matter because they keep your contact data clean and current. They let you trigger emails when people sign up, buy, or take key actions in your product. They help you send messages that match what someone actually did instead of one generic blast. That leads to more useful emails and less waste.

If you work with a developer, share your email goals first. They can map those goals to specific API events like signups, upgrades, or cancellations. Start with one simple use case such as a welcome flow triggered by your app. Once that is working well, you can add more API based automations over time.