deep dive on amazon ses what's new - aws online tech talks

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Presenter:

Kadir Rathnavelu – Senior Product Manager

Amazon Simple Email Service –What’s New in 2017

Agenda

• Amazon Simple Email Service overview

• Use cases

• Challenges in Sending Emails

• Amazon SES features and capabilities

• What’s new in 2017

• Q&A

2Amazon Confidential

Amazon Simple Email Service

Amazon SES is an email service built on the reliable and scalable infrastructure that maximizes the percentage of emails that arrive in the recipient’s inboxes. With Amazon SES, developers can send transactional emails, marketing messages, or any other type of high-quality content to their customers.


Amazon SES maintains high deliverability by maintaining a

strong reputation with the mailbox providers.

Amazon SES can send millions of emails in hours instead of

waiting for days to send thousands of email.

Amazon SES provides complete control over

inbound emails and how the emails are processed.

Amazon SES provides multiple means to monitor sending

activity, and helps fine tune sending strategy.

Common Use Cases

• Marketing platforms that send millions of emails on behalf of other customers

• Transactional emails like monthly statements, order confirmations, etc.,

• Marketing emails like flash sales, product promotions, special offers, etc.

• Forum post notification emails and digests

• Sending system health reports, alerts, and workflow updates


Why Amazon Simple Email Service?


Why email is important?

Almost everyone has an email address

Consumers are connected to their emails

Consumers would like to hear from their brands

Targetable, and measurable

Email is core to businesses


But not all emails end up in the Inbox

• 86% of all emails sent every day are spam

• To combat spam, ISPs aggressively use spam filters which are not perfect. A lot of legitimate emails send up in the spam

And it is undifferentiated heavy lifting• Sending thousands of email, and at scale requires proficiency in setting up and running email

programs

• Managing the delivery, and compliant feedback with multiple ISPs is complex

• Running an email infrastructure is often a complex and costly challenge for a business


Challenges of DIY Approach

• What are you spending currently to run your email platform?

• Total cost of sending emails includes the cost of building and maintaining an email sending program and its infrastructure. • Initial setup cost (including research, setup, and testing)• Setting up traditional email feedback loops for bounces and complaints• Adding new features as needed to support your business• Security• Cost of running the service (including power, CPUs, software, IPs, etc.)• Operational costs (regular maintenance, scaling, people, etc.)

• Would you optimize the platform to achieve high availability and throughput or throw money at it?

• What is the cost of lost opportunity if the email does not go out to your recipients on time?


Why Amazon SES?

Inbox placementsAmazon SES proactively places your emails in the inbox; increasing the likelihood of emails reaching the recipients inbox (and not the Junk folder).

High performanceSend millions of emails in matter of hours instead of waiting for couple of days.

Scalable Amazon SES will grow with the business and there is no upfront scaling required. Ramp from zero to millions of emails in one day with no additional cost.

ReliableAmazon SES runs within Amazon's cloud network infrastructure and datacenters. Multiple servers and datacenters provide high availability and data durability.

Integration with other AWS ServicesIntegrates seamlessly with other AWS services such as AWS Lambda, AWS CloudWatch, Amazon Kinesis Firehouse, Amazon Simple Storage Service (S3), and Simple Notification Service.


Features

Optimal inbox placementISPs receive high-quality emails from Amazon SES domains and therefore view Amazon SES as a trusted email origin

Support for multiple email authentication mechanisms to increase email deliverabilityAmazon SES makes it easy for you to authenticate your emails with DomainKeys Identified Mail (DKIM), Sender Policy Framework (SPF), and Domain-based Message Authentication, Reporting and Conformance (DMARC)

Dedicated IPs addressesBuild your reputation by sending emails through IPs that are dedicated solely to your email sending

MonitoringFine-tune your email strategy by monitoring your sending activity with varying granularity and level of details

Email ReceivingWhen you use Amazon SES to receive email, you have complete control over which emails you receive and how the emails are processed and routed after you receive them


Additional Features

Multiple Email Sending InterfaceSend emails using the Simple Mail Transfer Protocol (SMTP), Amazon SES API, or Amazon SES console

Mailbox SimulatorYou can use Mailbox Simulator to test how your application handles various email sending scenarios without affecting your sending quota or your bounce and complaint metrics

Abuse PreventionScans incoming emails for viruses and spams, and prevent them from delivery


Amazon Simple Email Service in 2017


Dedicated IPs

Reputation ManagementWhen you send emails using dedicated IP addresses, the sender reputation of these addresses is based solely on your email sending practices

Benefits of using Dedicated IPs


Warming Up Dedicated IPs

Warming Up Dedicated IPsISPs that receive mail from a new IP that has no history tend to be more cautious about accepting mail from it. You should therefore gradually increase your sending through a new dedicated IP before you use it to its full capacity. This process is called warming up the IP.

Automatically Warm Up Dedicated IPsAmazon SES uses a predefined warm-up plan that indicates the maximum number of emails that can be sent daily through an IP address to ensure the traffic is increasing gradually over 45 days.

How Does it Work?The automatic warm-up feature is enabled by default. During this warm up period, Amazon SES will initially send emails through both your dedicated IPs and shared IPs.


Dedicated IP Pools

Dedicated IP PoolsYou can use the dedicated IP pools feature to create groups (pools) of those IP addresses and use them for sending specific types of email.

Benefits of using Dedicated IP PoolsBy using dedicated IP pools, you can isolate the sender reputations for each of these types of communications. Using dedicated IP pools gives you complete control over the sender reputations of the dedicated IP addresses you lease from Amazon SES.

Creating Dedicated IP Pools• First, create a dedicated IP pool in the Amazon SES console and associate it with a configuration set. • Next, when you send email, be sure to specify the configuration set associated with the IP pool you want to

use.• You will need to specify a configuration set in the emails you send.


Dedicated IP Pools – Cont.

Default IP PoolIf you send an email using a configuration set that is not associated with a pool, that email is sent from one of the addresses in the default pool.

Restart Auto-Warm upYou can restart the warm-up process by dedicated IP pools.

Sending via Shared PoolThis pool contains a large set of IP addresses that are shared among all Amazon SES customers. This option may be useful when you need to send email that doesn't align with your usual sending behaviors.


Open and Clicks Tracking

Measuring EngagementWhether you are sending marketing emails, transactional emails, or notifications, you need to know how effective your communications are.

Importance of Measuring EngagementBy narrowing down your list of recipients and focusing on your most engaged customers, you can:• save money (by sending fewer messages), • improve the response rates of your marketing campaigns (by targeting only the customers who are most

interested in what you have to say), and • protect your sender reputation (by reducing the number of bounces and complaints against your sending

domain).


Open and Clicks Tracking - Cont.

Enabling Open and ClicksOn the Configuration Sets page, choose the configuration set that contains your sending event destination; edit the event destination, check the boxes for Open and Click (as shown in the image below), and then choose Save.


Open and Clicks Tracking - Cont.

Custom Domains for Open and Click TrackingYou can configure your own branded subdomain to capture open and click data.

Disabling Click TrackingAll links in the email are tracked by default. To disable click tracking for a link, you add a special tag to the anchor tags in your HTML.

Amazon SNS as an Event DestinationAdditionally, you can now use event publishing to push email sending notifications—including open and click notifications—using Amazon SNS.


Email Templates

Email TemplatesYou can use email templates to create the structure of an email that you plan to send to multiple recipients, or that you will use again in the future.

Creating a TemplateTo create a template, you use the CreateTemplate API operation. To use this operation, pass a JSON object with four properties: a template name (TemplateName), a subject line (SubjectPart), a plain text version of the email body (TextPart), and an HTML version of the email body (HtmlPart).

VariablesBoth the subject and the email body can contain variables that are automatically replaced with values specific to each recipient.


Sending Templated Emails

Sending EmailsSendTemplatedEmail API operation to send email to a single destination using a template.

Sending in BulkSendBulkTemplatedEmail API enables you to up to 50 unique recipients. Add the recipients in an array called Destinations within which you specify the recipient’s email address, and the variable values for that recipient.

Default SubstitutionsYou can add a list of fallback values for the variables in the template (DefaultTemplateData)


Reputation Dashboard

Sender ReputationWe put rules in place to protect the sender reputations of all Amazon SES users, and to prevent Amazon SES from being used to deliver spam or malicious content.

Impact of Non-ComplianceIf the bounce or complaint rates are not within acceptable limits by the end of the probation period, these accounts may be shut down completely.

Reputation DashboardThe new reputation dashboard provides overall bounce and complaint rates for your entire account. This enables you to more closely monitor the health of your account.

Automated MonitoringYou can use CloudWatch to create dashboards that track your bounce and complaint rates over time, and to create alarms that send you notifications when these metrics cross certain thresholds.


Questions


deep dive on amazon ses what's new - aws online tech talks

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