Improving email broadcasting integration with Salesforce

My colleagues at Groundwire and I spend a lot of time and energy thinking about integration.  How to connect various software stacks into seamless systems that solve complex problems for our clients.   It’s been really great to see the emergence of lots of great integrations enabled by the widespread adoption of web services APIs.  But lately, we’ve been realizing that, as in so many things, the details really matter.  How you design your integration is just as important as whether you integrate.

It’s in that spirit that my colleague Sam Knox has been doing some thinking about how email broadcasting platforms integrate with Salesforce.com and report their results back.  Short version: right now, most vendors’ integrations are extremely inefficient with scarce Salesforce storage space.  He thinks they can do a lot better, and has written an important blog post that describes (exactly) how.   If you use Salesforce integrated email broadcasting services such as VerticalResponse, ExactTarget or MailChimp or are an email broadcasting vendor that designs your integration, I urge you to give it a read and share your thoughts.