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Bruce Nowjack and Ewan Dennis

Multi-channel messaging with SparkPost Elite

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Agenda

•  Multi-Channel

•  Purpose

•  Data Driven Engagement

•  SMS Overview

•  Push Overview

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Marketing Mantra What It Means To You

3 Dimensions of Data-Driven Engagement

1. Right Message 1:1 Content •  Targeted For Each Customer •  Based on Most Recent Data

2. Right Time Optimized Time

•  Immediate Delivery

•  Time Of Day Delivery

3. Right Place Optimized Channel Selection

•  Email Delivery

•  Preferred Channel

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Marketing Mantra What It Means To You

3 Dimensions of Data-Driven Engagement

1. Right Message 1:1 Content •  Targeted For Each Customer •  Based on Most Recent Data

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2. Right Time Optimized Time

•  Immediate Delivery

•  Time Of Day Delivery

3. Right Place Optimized Channel Selection

•  Email Delivery

•  Preferred Channel

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Rea

l-Tim

e D

ata

Inte

grat

ion

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Data-Driven Email Dimensions SparkPost Delivers…

How SparkPost Elite Supports All 4 Dimensions

1:1 Content •  Targeted For Each Customer •  Based on Most Recent Data

Powerful Message Generation •  Programmatic Control •  Data Driven Content

Optimized Time •  Immediate Delivery •  Time Of Day Delivery

Optimized Time •  Industry Leading Burst Rate SLA •  Scheduled mailings

Optimized Channel Selection •  Email Delivery •  Preferred Channel

Optimized Channel Selection •  Industry Leading Deliverability •  Multi-channel delivery selection

Real-Time Data Integration Reporting •  Webhook Data Feeds •  Metrics Reporting

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WHY MULTI-CHANNEL?

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Multichannel Redelivery

Tran

smis

sion

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PI

WebHooks

Event processor

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Push

Fraud Alerts

API Formatting

BUSINESS RULES CUSTOMER

Fraud System

SMS

Email

CALL CENTER

no

done yes

no response

call center

ALERT

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SMS

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SMS - Approach

Focused message delivery •  Identify customer in upstream system

•  Select proper message

•  Send a targeted Transmission API

•  Need SMS aggregator agreement (backlog item) ­  Short code ­  Carrier co-ordination

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SMS / Text Messaging – Outbound and Inbound

SMS

SparkPost Elite

Aggregator(s)

SMS

Networks ATT, VZN, etc.

Inbound messages into SparkPost Elite, e.g. SMS replies, email replies, can be routed to an email address or http endpoint to resolution/response Elite

Reply

Coming soon

Current

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SMS – Best Practices

Get Permission – opt-in approach

Similar to email – don’t purchase lists

Complimentary to other marketing channels – email, online, tv, radio

Be clear about terms and conditions – messages cost customers money

Display opt-out message

Standard keyword support (e.g. HELP, STOP)

CTIA/MMA Consumer Best Practises - http://www.ctia.org/docs/default-source/default-document-library/industry-best-practices.pdf?sfvrsn=0

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SMS – Best Practices

Segment customer lists to target the messages

Keep messages timely and relevant

Maintain engagement/cadence – what works for your customers

•  Review metrics to determine what is working •  Clear call to action

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SMS – SarkPost Elite Demo – magic occurs!

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Push Messages

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SparkPost Elite Push Notifications

•  Elite connects directly to APNS and GCM

•  Use SparkPost Elite’s Transmission API

•  Review notification volumes through Reporting, webhooks

•  Onboard each app separately

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Push

Urgent content delivery – more immersive •  Information to your App

•  Huge impact on Engagement and Retention

•  No additional message cost to the customer

•  Customer has ultimate control of the channel – delete the app

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To Send a Push Notification:

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Recipient downloads and installs app on their smartphone or tablet.

•  Token or Registration ID is the effective “TO” for mobile push. •  Mobile push notifications are sent to the App/Device. •  Recipient has to have the app installed and push notifications enabled!

Sender/App Owner gets the Token into their user/recipient database.

Networks issue a unique Token ID (APNs) or Registration ID (GCM) for each app + device combination.

App Store Recipient

AB67890

XY12345

AB67890

XY12345

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Android

iOS Apple Push Notification

Service (APNS)

To Send a Push Notification:

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Sender injects Token or Registration ID and Payload into SparkPost Elite.

•  “Payload” can be text, sound, badge counter update, other options offered by Android. •  Notification size limits:

– APNs: 256 bytes (very small) – GCM: 4kb (more flexible)

App end user receives push notification on their handset

Google Cloud Messaging

(GCM)

Inject via REST API or SMTP

AB67890

XY12345

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Push – best practices

•  Maintain customer focus

•  Quality > Quantity

•  Drive App traffic/engagement

•  Target message and segment

•  Review metrics and utilize them to drive future messaging

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Push – magic!

Transmission API

Webhooks info

DEEP LINK?

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Webhooks: Multichannel Redelivery use case

Tran

smis

sion

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PI

WebHooks

Event processor

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Questions?

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Onboarding Your App To Elite

•  iOS prerequisites (per app): •  APNS certificate (*.pem)

•  APNS private key (*.pem)

•  Both development and production versions

•  Nominated destination domains: ­  apnpushprod.<appname> ­  apnpushdev.<appname>

•  Android prerequisites (per app): •  GCM authorization token (character sequence)

•  Nominated destination domain: ­  gcmpush.<appname>

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Transmitting Notifications: iOS

Recipient device token

Nominated app domain

APN badge and sound parameters

App-specific payload parameters

Campaign ID (for reporting)

Notification message:

•  Content-Type: text/plain

•  X-Device-Token: {{per recipient device token field}}

•  Use personalisation as normal

Final APNS notification

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SMS: 2-way campaign

SMS

Campaign Manager

“register”

“Welcome!”

SMTP

SMS

Web

Hoo

ks

Event processor

Aggregator

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Mobile Push Notifications

iOS

Android

Apple Push Notification Service (APNs)

Google Cloud Messaging (GCM)

•  Reliable but there’s no guarantee of delivery •  Networks will provide feedback when consumer no

longer engaged (e.g. recipient uninstalled the app)

API

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Transmitting Notifications: Android

Nominated app domain

Recipient registration ID

Primary message field App-specific payload parameters

Campaign ID (for reporting)

Notification message:

•  Content-Type: text/plain

•  X-Registration-ID: {{per recipient registration ID field}}

•  Use personalisation as normal

Final GCM notification

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Reporting & Events

Key metric: targeted

Campaign ID filters push volume

Webhook “reception“ events:

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SparkPost Elite Delivers…

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Content Generation •  Automated Control •  1:1 Content •  Campaign Mgmt

Optimized Delivery •  Industry leading •  Guaranteed volumes •  On time

Real-Time Data •  Customer insights •  Events •  Act on perishable

insights

Multi-Channel Support •  Engage customers

where they want •  When they want

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Pains Solution

Pain Point: Multi-Channel Engagement Integration

Managing message creation on 3 systems creates excessive admin burden, slows development.

Reporting inconsistency prevents effective analysis of engagements

Centralize all message creation for email, iOS and Android push to a single system.

Provide coordinated real-time reporting statistics for all channels

Portal

•  Push notifications to their mobile apps is mission critical

•  They manage push through multiple vendors

Channels

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Benefits Versus Competition

Pain Point: Multi-Channel Engagement Integration

Speed campaign development by integrating to a single system

Better campaign analysis with consistent cross-channels metrics

Rapidly tune and improve engagement programs

Other IAAS providers don’t provide multi-channel services

ESPs don’t provide API access to their systems

ESPs don’t provide real-time access to granular data

Portal

•  Email posting notifications are mission critical

•  Poor targeting erodes brand reputation and customer satisfaction

Channels

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Pains Solution

Pain Point: Poor Engagement Tracking

Legacy system did not provide engagement tracking

Customer unable to assess campaign effectiveness

Prevents effective targeting

Integrate to SparkPost with engagement tracking enabled

Provide real-time reporting statistics

Provide robust per campaign reporting

Portal

•  Emails are mission critical for revenue generation

•  Poor targeting erodes brand reputation and customer satisfaction

Data

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Engage customers wherever they are

•  SMS

•  MMS

•  Push (Apple and Android)

SparkPost: Multi-Channel Delivery

Benefits

•  Easily coordinate campaigns across channels

•  Reach customers where they want

•  Drive stronger engagement rates

•  Earn more revenue

Channels

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Webhooks Benefits

SparkPost: Up-To-The-Minute Event Reporting

Robust Event Reports

•  Detailed system data

•  Custom Metadata •  Eases report correlation •  Enables complex analysis

Enable real-time interaction with customers

Act on perishable opportunities

Metadata enables deep analysis at per user level

•  Improve content relevance

•  Improve conversion rates

Data Data

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Multi-Channel

Incorporate ü  Customer Preferences

ü  Business Rules

ü  Device/Network/Content information

To send the right message at the right time to the right recipient via the right channel via a single API

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Three Column

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Four Column