insight user conference bootcamp - multi-channel with sparkpost elite
TRANSCRIPT
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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
4 4.
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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Push
Fraud Alerts
API Formatting
BUSINESS RULES CUSTOMER
Fraud System
SMS
CALL CENTER
no
done yes
no response
call center
ALERT
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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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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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Webhooks: Multichannel Redelivery use case
Tran
smis
sion
A
PI
WebHooks
Event processor
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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