What is Email Integration?

Why do businesses use email integrations?

Email integrations enable businesses to send automated correspondence based on customer actions or contact data. This makes it easier for companies to respond faster, provide better support across their entire customer base and track customer activity across different channels. 

Here are some other benefits of implementing email integrations. 

Reduce context switching 

Email integrations reduce context switching by providing a central hub for all communication management. By integrating email into commonly used business tools, both customers and internal teams can communicate, collaborate, and coordinate tasks without having to switch between multiple applications. 

Since all conversations are stored in one application, it’s also easy to access previous messages, attachments or notes whenever needed. 

Cost and resource optimization

Using an email integration platform (rather than building email integration capabilities in-house) can save businesses from spending countless weeks, months, or even years building and maintaining backend infrastructure. Organizations can create engaging, personalized email communication campaigns in a fraction of the time and developers can focus on standing up revenue-enhancing features. 

Email deliverability 

Email deliverability is a measure of the percentage of emails that successfully reach a recipient’s address. It can be impacted by IP reputations, contact list quality, email scheduling, email analytics, and more. Email integration can help businesses manage these factors and comply with best practices for sending emails to ensure email deliverability. 

Best practices include obtaining permission from recipients before sending emails, following guidelines for spam filtering, and properly configuring email servers.  Email integration tools can also verify email addresses to ensure they are valid and active and monitor metrics like bounce rates and open rates.

Personalization opportunities 

Email integration enables businesses to personalize email campaigns by including data about the recipient – such as their name, location, or past interactions with the business – within ecommerce communications. Businesses can create context-based email subject lines, content, and calls to action tailored to the individual recipient.  

These hyper-personalized user experiences can increase customer loyalty, engagement, and ultimately revenue. Millennials are 28% more likely to remain loyal to a brand if they receive personalized messages and almost 75% of customers only engage with marketing messages that are tailored to their interests.

Make Email Integration Simple. 

Use the robust Nylas Email API to build engaging email capabilities. 

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What are popular email integration features?

Some common email integration features include the ability to send and receive emails, browse and retrieve individual messages, manage email addresses, and perform other email-related tasks. More advanced features may include:

Automated emails 

Businesses can automate transactional emails to create messages that are sent out in response to a certain event or condition. Businesses can specify additional rules based on different customer segments or actions taken on their website or app. They could include welcome messages when someone signs up for a newsletter, reminders when payments are due, or even just thank you notes after a purchase. 

Automating these transactional emails allows for better personalization without manual work. 

Mail merging 

Mail merge automates sending bulk mail by connecting a pre-built template with a database of names and contact information.  Mail merge generates batches of personalized emails by pulling data from a spreadsheet and inserting it into a document.  

The importance of mail merge is undeniable in today’s ever-evolving digital environment. Not only does it help optimize time and costs, but it also enables personalization opportunities that result in an improved customer experience.

Tracking and analytics 

Tracking and analytics help business owners keep tabs on how their email campaigns are performing by providing insights into open rates, click rates, bounce rates, list growth, and more. This feature also provides users access to reporting tools that help track deliverability trends and compare performance across different campaigns over time.

Tracking and analytics help businesses gain valuable insights into how their customer base is interacting with the content so they can refine future campaigns to ensure maximum impact.

Contact management 

Contact management is key for any business that needs access to large amounts of customer data quickly and easily without having to look up individual records every time. With contact management features integrated into an email platform, businesses can store and access all customer records in one place. 

Benefits of using an API for email integration

Building out email integration capabilities in-house can be inefficient and costly. When your developers spend more time on backend infrastructure and less on front-end features your customers are using, you’re risking poor engagement, high customer churn, and less adoption. 

Using a communication API for email integration capabilities allows for: 

• Time and cost savings: APIs eliminate the need to develop and maintain custom email integration code, which is often time-consuming and expensive.
• Scalability: Email APIs can handle large volumes of email traffic, making them a scalable solution for businesses with growing email needs.

• Improved email security: End users are provided with secure email authentication and encryption. These features ensure that emails are only accessible by authorized recipients and cannot be intercepted or tampered with during transmission.
• Integration with other services: Email APIs often integrate with other services and platforms. Companies can use this additional data to create more comprehensive email campaigns. 
• Enhanced productivity: By automating certain email tasks, such as sorting and filtering, email APIs can also help end users save time and improve productivity. These APIs can also provide helpful email management tools like search and archive features, making it easier for end users to keep their inboxes organized.

Stet up email integrations fast with the Nylas Email API

The Nylas Email API is a fast and easy to use solution for connecting your application with your users’ inboxes. The API boasts unparalleled email deliverability rates (99.6%) and is compatible with all email service providers, including Gmail, Microsoft Outlook, and Yahoo, making it an excellent choice for building embedded email capabilities to suit the needs of your entire user base.

Embedded email features minimize context switching and enhance user productivity, increasing engagement and retention. The Nylas Email API saves companies time and allows them to launch features ahead of the competition by making it easier to tap into your users’ email, calendar, and contacts data. The platform is built on a highly secure and scalable infrastructure with responsive customer support.