Email MarketingE mail API or SMTP - what to decide...

E mail API or SMTP – what to decide on?


If you resolve to ship emails via an e-mail service supplier (ESP), you face the query of whether or not to make use of e-mail API or SMTP relay. You need to base your choice in your sending wants, your priorities and your degree of coding information. Allow us to information you thru the traits and the professionals and cons of each e-mail switch strategies in order that making the selection shall be a no brainer.

E mail API

E mail API stands for an Utility Programming Interface. Generally, we use APIs as connectors between functions to carry out sure capabilities. In terms of emails, the scenario is precisely the identical. By utilizing e-mail API, you possibly can combine the options of an e-mail service supplier inside your utility or web site. That’s the reason you possibly can ship transactional or bulk emails via your ESP instantly out of your app or webpage. All it is advisable do is generate an API key in your e-mail service supplier account and paste it into a particular subject to combine the app. Then, you can begin performing numerous email-related requests listed within the API documentation of your ESP.

Does it sound a bit difficult? E mail API affords a mess of choices, however could also be difficult particularly for much less skilled customers. That is why we’d love to interrupt down the principle execs and cons of this e-mail switch methodology for you.


  • Quick supply – much less back-and-forth between servers, so emails are delivered instantly, even when despatched in bulk,
  • Higher safety – utilizing the API key provides an additional layer of safety and protects your account from misuse by phishers and spammers,
  • Much less blockage – e-mail API makes use of HTTP, so it’s allowed by most firewalls
  • Analytics – you possibly can monitor numerous e-mail occasions, together with supply, open and click on charge, and different statistics,
  • Flexibility – by organising e-mail automation, you possibly can resolve how the platform reacts to pre-set triggers,
  • Distinctive entry ranges – once you create a brand new API key for a brand new person, you possibly can freely set its distinctive entry degree.


  • Coding information required – you want programming abilities to configure e-mail API and execute e-mail sending,
  • No distinctive specification – in contrast to SMTP, e-mail API has no implementation commonplace, so e-mail service suppliers differ within the resolution for integrating with their e-mail API,
  • Frequent updates – e-mail APIs often bear fixed modifications, so it’s important to sustain with these updates.

Who’s e-mail API for then?

E mail API is unquestionably an awesome resolution for utility builders. Not solely have they got no downside with the combination course of, but in addition utilizing the API documentation is just not a problem for them. It could be an optimum resolution for skilled entrepreneurs who’ve some coding information. E mail API can be an ideal match for bulk e-mail senders resulting from its excessive deliverability and quick supply.

SMTP relay

SMTP is an acronym for Easy Mail Switch Protocol, and it has been round for 4 many years now. Due to SMTP, you possibly can ship your emails instantly out of your internet hosting or area. This protocol consists of the set of procedures and ideas for use in sending emails. 

How is it completely different from e-mail API? Properly, SMTP is just used to ship, obtain and switch emails. It signifies that its functionalities are restricted compared with the extra superior API. But, it doesn’t imply that SMTP is worse by definition. For some customers, it’s the excellent resolution for his or her sending wants. As e-mail API, SMTP has its belongings and downsides.


  • Straightforward setup – SMTP is broadly used, so the setup course of is straightforward and fast because it solely requires offering your mail person agent along with your SMTP credentials. Additionally, there are various ready-made apps, together with free ones, that deal with SMTP sending in a easy approach,
  • No coding information required – when you arrange your SMTP relay, you do not want to have programming expertise to ship emails,
  • Platform-independent – there aren’t any restrictions, SMTP can hook up with any system, platform or utility,
  • Quick error recognition – if something goes flawed, you instantly obtain a notification about the issue.


  • Gradual supply for bulk emails – there may be extra back-and-forth between servers, so it might decelerate the sending course of, particularly in excessive quantity, 
  • Unstable deliverability – a number of interactions additionally enhance the possibilities of failure which can compound e-mail deliverability,
  • Blockage danger – SMTP ports could generally be blocked by firewalls as a precaution as a result of SMTP relay runs on a special port quantity than API.

Who’s SMTP for then?

As you possibly can see, SMTP additionally has its strengths and weaknesses. It’s positively simpler to make use of, so it might be an ideal resolution for informal e-mail senders, who don’t ship bulk emails. SMTP is universally used so it can be built-in with already current functions, reminiscent of CRM platforms. So, when you aren’t a developer who builds their very own app, SMTP could also be one thing for you.

E mail API or SMTP: the ultimate choice

Neither e-mail API nor SMTP are the one and solely protocol for sending emails. The selection between these two will depend on your sending wants. At the beginning, e-mail API is ideal for app builders, as a result of they’ve the mandatory programming information.  Due to its excessive and quick supply, E mail API can be helpful when sending bulk emails. Sending via e-mail API is safer resulting from API keys and gives you with detailed statistics. But, it’s important to keep up-to-date with all of the modifications e-mail API incessantly undergoes. 

In case you are an occasional sender and you aren’t targeted on sending emails in excessive quantity, SMTP appears to be a extra appropriate possibility. Regardless that e-mail deliverability could not all the time be steady due to a number of back-and-forths between servers, this can be very common and simple to arrange. Additionally, when you configure the SMTP relay, you do not want to have any coding information to start out sending an e-mail utilizing this protocol. 

Good luck with making a alternative!

Ula Chwesiuk

Ula is a content material creator at Elastic E mail. She is keen about advertising, inventive writing and language studying. Outdoors of labor, Ula likes to journey, attempt new recipes and go to concert events.


Please enter your comment!
Please enter your name here

Latest news

3 Ecommerce Web optimization Technique Errors & How To Remedy Them

Over half (53%) of all customers within the U.S. flip to a search engine like Google to search...

Marketo’s August releases: A supervisor’s information

Marketo launched productiveness, consumer expertise and permission management options final month. Right here’s the TL;DR. Particulars on every...

Affiliate Advertising and marketing Revolution – Direct Promoting Information

Stats Direct Promoting Corporations Ought to Watch Most direct promoting and community advertising and marketing corporations supply some type of fundamental buyer...

The Unhappy State of InMail

Wish to write gross sales emails like a professional? Kristina and Will take a look at widespread e mail...

Instagram Shares New Tips about The way to Instagram Reels for Advertising

This may very well be an enormous assist if you happen to’re trying to incorporate Reels into your...

Upsell to Prospects Prone to Develop | Pipeline Performs

Situation This play goals to profit from the identifiable attributes of your finest clients. The aim right here is...

Must read

Marketo’s August releases: A supervisor’s information

Marketo launched productiveness, consumer expertise and permission management...

You might also likeRELATED
Recommended to you