What is Email Integration?

Email integration is the process of connecting an email service to other software applications such as customer relationship management systems (CRMs), invoicing and payment tools, and marketing automation platforms. Email integrations allow companies to streamline communication between users, prospects, and customers to improve overall efficiency and productivity. 

Embedding communications into your app ensures your users have the information they need to deliver fast and high-quality service.

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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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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.

At a fast-moving product organization, there are always more features to build and problems to solve. We need to prioritize ruthlessly, which is why we invested in an email API solution that would alleviate the work of building and maintaining an integration.

Nora Ignatius

Product Manager at Salesloft.

Frequently Asked Questions

How much time does it take to build an email integration?

If you’re building and implementing email integrations in-house, it can take months or years. If you’re using a pre-built solution, this can go down to weeks or days. Of course, this can vary depending on the specific email integration tool being used and the complexity of the integration.

To get a more accurate estimate of the time it would take to implement email integration, it is recommended to consult with the email integration vendor or development team and provide details about the specific requirements of the integration.

At Nylas, you can up and running on the platform in minutes and start benefiting from email integration capabilities while saving thousands of developer hours. 

What is email integration in a CRM?

Building an email integration into a CRM  enables users to send and receive emails directly from within the CRM, eliminating the need to switch between different applications to manage customer interactions. The email correspondence is automatically recorded in the CRM, allowing users to easily track and view all communication history with a particular customer.

Is there an email or inbox parsing API?

Yes, there are APIs available for email/inbox parsing. With access to real-time data and customer profiles, organizations can use the email parsing capabilities of the Nylas Email  API to understand consumer behavior and trends, display relevant content, products, and services, and build personalization models. 

This data-driven approach helps businesses identify their strengths and weaknesses, drive up retention, and prevent customer churn. 

How can you use email integrations in marketing?

Email integrations help marketers automate and streamline communication, ensure emails are delivered on time, and send customers personalized messages. These features can increase engagement with existing customers and drive new leads 

By integrating with popular email service providers such as Nylas, marketers can easily segment and target their user base, create automated triggers for welcome emails and abandoned cart emails, develop personalized content campaigns, and much more. 

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Additional Resources

10 Best Email APIs in 2023
10+ Best Email APIs in 2023 for Developers [Free & Paid]
Calendar Integration
What Is Calendar Integration?
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5 Ways to Improve Email Deliverability

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