When a project calls for a custom feature that stretches beyond what an ESP can handle, email marketers are confronted with a difficult choice: Pay additional money or use an API. For many, APIs are monstrous beasts that leave them feeling intimidated and forcing them to spend big money in the process. But APIs don’t have to be scary. In fact, APIs can transform your campaigns from static and predictable into dynamic, unexpected, and valuable. Walk through a customer journey and see how APIs can be put to work to enhance the subscriber experience, with plenty of tips on API basics, tools, and usage to get over the fear of using APIs.