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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

API

An API (application programming interface) is a set of rules that lets software applications communicate. In email marketing, an API connects your email platform with your store, apps, and data sources.

Also known as: application programming interface, REST API

An API is how software talks to software. For marketers, it's the plumbing that lets your email platform exchange data with your store, CRM, and other tools—automatically and in real time.

How is an API used in email marketing?

APIs sync subscribers and events, trigger emails from external actions, push order and behavior data into your platform, and pull analytics out. They're what make deep integrations possible.

API vs. native integration

Native integrations are pre-built connections; an API lets developers build custom connections when no native option exists. Most platforms offer both, plus webhooks for real-time events.

Why does the API matter?

A robust API means your email platform can fit your exact stack—capturing the behavioral data that powers segmentation, automation, and personalization.

Related terms

A/B Testing Send-Time Optimization Email Frequency Multivariate Testing Email Service Provider (ESP) Webhook

Related reading from Drip

Introduction – Drip API Reference Integrate With Drip (Help Center)

Frequently asked questions

What is an API in email marketing?
An API (application programming interface) is a set of rules that lets software applications communicate. In email marketing, it connects your email platform with your store, apps, and data sources to sync data and trigger actions.
How is an API used in email marketing?
APIs sync subscribers and events between systems, trigger emails from external actions, push order and behavior data into your platform, and pull analytics out. They enable the deep integrations behind advanced automation.
What's the difference between an API and a native integration?
A native integration is a pre-built connection maintained by the platform, while an API lets developers build custom connections when no native option exists. Many platforms offer both, plus webhooks for real-time event data.
Do I need to be a developer to use an API?
To build directly with an API, yes—it typically requires development work. But most email platforms offer native, no-code integrations and webhooks that give you API-powered functionality without writing code.
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