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From your perspective, we'll look at choices that affect your work, your results. You are expected to use data and tools. You are primarily responsible for campaigns, for conversion. We try to bridge the gap for you. Because choices are crucial.
Who knows, uses...webhooks?
A user fills out an online form or lands on a conversion page on your website. You want to use this moment to immediately launch a follow-up campaign, send a confirmation or show personalized content. In all cases, you can use a webhook to do this.
The use of webhooks as links between systems is booming. With a webhook, you can have a so-called "trigger moment" in one source directly follow up with an action in another application. Webhooks are very useful to quickly implement marketing campaigns in a relatively simple way. You literally "hook" them into a resource by adding some code. A big advantage is that a webhook responds as soon as the action occurs. Other APIs 'ask' at regular intervals if actions have taken place, which works fine, but less quickly.A big advantage of Webhooks for marketers and other business users is that you largely set up the follow-up yourself (for Ternair users: in Campaign), and if you can use an integration platform like Zapier, it's totally easy. For APIs and other Web services, this is usually more complicated for business users.
Why is it important?
Crucial success factors for your campaigns include speed, segmentation or diligence, for example. What is the purpose of your campaign and therefore what is crucial?As each campaign has its own purpose, each linking technique is also designed with a purpose. Often, you can choose multiple links. Only, the possibility exists that your campaign's critical success factor (see table below) may not be optimally supported by your design. Or that one campaign may get in the way of another.
| Purpose of campaign | Success Factor |
| Sending a login code after it has been requested online | Speed |
| Recognizing customers and make a personalized offer based on multiple customer data | Segmentation |
| Enrich data daily based on new information | Care |
When does it go wrong?
If a webhook "triggers" an order confirmation email from your campaign tool, it doesn't always have to reach the user within seconds. If a login code is requested online or personalized content is to be displayed, every millisecond counts! Just because they are relatively easy to use and follow-up can be arranged in the campaign tool, webhooks are used for all kinds of campaigns. In itself, no problem. There is a consequence, however. If speed is important, sufficient capacity must be available to process many webhooks in a short time.Large numbers of segmentation variables (Ternair users: selection blocks in Campaign behind a webhook, for example) or dependencies on external sources affect speed. This creates a queue of actions to be processed. Then one campaign can get in the way of another. And there goes your speed. The login code, which should reach the user within seconds, has to take too long a "route" or is in the queue.
What's the solution?
Choose the construction of your campaign and the link that suits your objectives. Use the decision tree below.Decision tree Webhooks:
