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Email Marketing Term of the Day: API

Friday, March 13, 2009 by Amanda Cross
An Application Programming Interface (API) is a set of programming tools that you use to create an application.

People could use the ExactTarget APIs to:
  • Do some processes programmatically. For example, you can send an email without ever logging in to your account by using the API.
  • Integrate ExactTarget functionality into their own application. These mashups allow you to get the benefits of ExactTarget tools from within the context of a different program.
  • Create their own email marketing solution powered by ExactTarget tools.
ExactTarget offers two flavors of API: an XML API and a web service API. The XML API is simple enough for non-programmers to use, but not very powerful. The web service API offers a lot more flexibility and much better error reporting, but requires programming skills to use.

You must have your ExactTarget account specially enabled to use the API. Contact ExactTarget if you're interested in this feature.

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