Increasingly, developers look to specialist vendors of modular functionality to deliver their needs. If you’re building an application, you might just want to plug SMS and voice functionality into that app. Rather than build it yourself, you’ll look to a vendor like Twilio that delivers highly specialist communication services for developers.
Another specific area that developers need to fulfill is email. Traditionally, developers have looked to either stand-alone email vendors like Sendgrid and Mailgun, or platforms with an email offering like Amazon Web Services (AWS) with its Simple Email Services (SES). The problem with those solutions is that they’re pretty raw and still need a lot of work to do all the stuff that makes emails look attractive and appealing. The strange dichotomy that exists here is that regular newsletters are seen as the preserve of the marketing department, while transactional ones often fall to the developers since they require application integration.