Email Infrastructure: Queue Prioritization
 

Like this? Share it with your network

Share

Email Infrastructure: Queue Prioritization

on

  • 2,380 views

One advanced new feature is the ability to extend a <pattern-list> to allow setting priorities to each recipient in the email queue. We call this feature Queue Prioriztion. A <pattern-list> ...

One advanced new feature is the ability to extend a <pattern-list> to allow setting priorities to each recipient in the email queue. We call this feature Queue Prioriztion. A <pattern-list> now
has the ability in PowerMTA™ to set the priority of a recipient of set of recipients. This was previously only possible with the <domain> directive queue-priority. The new setting, being based on a pattern, allows the priority to be assigned to an individual recipient or a group of recipients. 0 is the lowest priority and 100 is the highest.

Statistics

Views

Total Views
2,380
Views on SlideShare
2,356
Embed Views
24

Actions

Likes
0
Downloads
34
Comments
0

2 Embeds 24

http://paper.li 23
http://www.slideshare.net 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Email Infrastructure: Queue Prioritization Document Transcript

  • 1. Email Infrastructure Queue Prioritization: New Rules of Engagement WHITEPAPER www.port25.com This document contains confidential and proprietary information belonging to Port25 Solutions, Inc. The information in this document may not be disclosed to others, copied or reproduced in any way without the prior permission from Port25 Solutions, Inc. Copyright © 2013 All rights reserved.
  • 2. Executive Summary TABLE OF CONTENTS Executive Summary...............................1 New Demands for Digital Messaging Infrastructure.........................................1 Noteworthy Enhancements...................2 Advantages for Queue Prioritization ......2 About Port25 Solutions, Inc...................4 PowerMTA™ v4.0 is a major new release of PowerMTA™ software, which follows the previous v3.5 release. It includes a wide variety of new advanced features and functionalities that allow for greater flexibility and delivery control, to help maximize overall performance and deliverability. One advanced new feature is the ability to extend a <pattern-list> to allow setting priorities to each recipient in the email queue. We call this feature Queue Prioriztion. A <pattern-list> now has the ability in PowerMTA™ to set the priority of a recipient of set of recipients. This was previously only possible with the <domain> directive queue-priority. The new setting, being based on a pattern, allows the priority to be assigned to an individual recipient or a group of recipients. 0 is the lowest priority and 100 is the highest. Properly configured MTAs, should not normally experience large queues, and in consideration to potential Queue “blocking” which might generally occur at the ISP level, it’s always safe to consider precautionary measures and allow for prioritization. Queue prioritization is a rational determination by a marketing team to assess and prioritize segments of a pattern list, based on data received from previous sends at the subscriber level, not necessarily at the campaign level. New Demands for Digital Messaging Infrastructure As demands for digital messaging grow more complex, the need for featurerich and sophisticated email infrastructure becomes increasingly apparent. Commercial/Carrier grade MTAs must offer innovative, intelligent features that will accommodate the changing topography of the messaging world. The increase in queue sizes makes delivering time sensitive emails more difficult, as does possible congestion due to temporary blocks or deferrals by ISPs. Given theses challenges, it is important to make sure that critical emails can be delivered successfully. Effective queuing is acutely involved with the choice of messaging infrastructure. When using an advanced messaging platform, companies can efficiently manage parallel queues which are dispensed and prioritized into multiple streams to ensure that each stream flows at an optimal rate, providing enhanced delivery of all classes of traffic. Queue Prioritization, a new, more advanced feature, allows clients to indicate a “priority” in the message header. These priority levels affect when a message is sent to a given recipient (or set of recipients). In other words, certain segments of a sender’s list would receive the sender’s email message first. Previously, this feature was only available at the domain level; now, a sender has more granular control and can manage which individual recipients receive messages first. Increasing queue sizes signify a healthy economic indicator for our industry; however, senders are challenged daily by how much time a massive queue will take to complete processing. With queue prioritization, senders can now target the individual list segments that are most likely to engage. Concentrating on these list segments helps to reduce campaign costs, substantially improve subscriber experience, and dramatically increase customer lifetime value all while reducing inevitable churn. www.port25.com This document contains confidential and proprietary information belonging to Port25 Solutions, Inc. The information in this document may not be disclosed to others, copied or reproduced in any way without the prior permission from Port25 Solutions, Inc. Copyright © 2013 All rights reserved. 1
  • 3. Noteworthy Enhancement in PowerMTA™ Version 4.0 For example, senders first might consider segmenting their list to identify the most engaged subscribers. Then, this noteworthy enhancement at the MTA level will offer priority queuing based on engagement patterns (senders set priority levels for different list segments). Prioritization occurs on a scale from 0 to 100; for a list segment with a very high potential for engagement, the sender might assign a priority level of 100. Segments that are less likely to engage would receive lower priority numbers. Using various criteria to determine engagement level, senders can determine in advance who receives emails first. Queue Prioritization is ideal for the increasingly popular time-sensitive emails. Sys Admins now can set a directive, which allows more engaged recipients to receive their emails before the less engaged, much like passengers board an airplane. Advantages for Queue Prioritization One of the advantages of prioritizing emails is that prioritization can serve as a helpful classification system for marketers, which they can use to maximize subscriber engagement. Due to prioritization, marketing now has an additional data point to encourage open rates and CTR. Moreover, marketers can dedicate emails to clients who are equivalently less engaged, thereby communicating a sense of urgency. At the same time, marketers can send out other messages geared toward rewarding subscribers who are active members of the list. Alternatively, this feature can be used to examine the reverse phenomenon. For instance, perhaps a marketer might want to test his most unengaged subscribers. To do this, he would set a higher priority for this (unengaged) segment, as a reactivation technique. In the message, he would inform them that they are the first to receive such exclusive messaging/offers. Once again, the airplane boarding analogy applies. In this case, the passengers in “economy” class, who are seated in the rows furthest back, might for once receive special privileges. Senders who continuously refine list segments and dive into critical data can explore how soon the subscriber interacted with the message after it was sent. This data point will allow senders to define their most ardently engaged subscribers. Using this information, senders now can better determine who their most valuable clients are. Indentifying these clients allows senders to deliver targeted re-engagement campaigns. The content of these campaigns is formulated when senders parse this particular data point, based on various engagement metrics. With the advent of queue prioritization, the pendulum has swung in the direction of email marketers, as it is now easier for them to determine which segment of their lists should receive exclusivity. www.port25.com This document contains confidential and proprietary information belonging to Port25 Solutions, Inc. The information in this document may not be disclosed to others, copied or reproduced in any way without the prior permission from Port25 Solutions, Inc. Copyright © 2013 All rights reserved. 2
  • 4. An example below illustrates how queue prioritization works by assigning a number to the level of importance each list segment should have in a particular queue. It would look something like this: mail-from: newsletter@yourdomain.com/ recipient-priority=30 mail-from: transactional@yourdomain.com/recipient-priority=79 mail-from: passwordreset@yourdomain.com/ recipient-priority=100 rcpt-to /@engagedcustomer.com/ recipient-priority=90 With queue sizes constantly increasing, setting a priority for your more evolved and engaged segments becomes increasingly significant. Queue prioritization is an innovation that allows marketers to more easily accomplish this important task. Properly configured MTAs, should not normally experience large queues, and in consideration to potential Queue “blocking” which might generally occur at the ISP level, it’s always safe to consider precautionary measures and allow for prioritization. Queue prioritization is a rational determination by a marketing team to assess and prioritize segments of a pattern list, based on data received from previous sends at the subscriber level, not necessarily at the campaign level. Common practice with many ESPs, until now, has been to manually manage their most engaged recipients by placing them in the “front” of the queue. Other MTAs tout and comment regularly about the ability to produce an infinite number of unique connections to the receiver in order to mitigate congestion at the ISP level. But, what happens if an IP is blocked, or the quality establishing a connection is poor (this happens all the time), and, if you assume a robust connection from the front-end app, MTAs like PowerMTA™ will always need to gracefully handle very large spools /queues given the external factors that cannot be controlled, such as dynamic ISP blocks. We know that best common practices in any sending environment is to limit the number of connections not increase them randomly. There is no reason to require so many connections to achieve higher performance, the key is how efficiently the engine or software makes use of each connection opened. In conclusion, realistically it is inconceivable to think that every campaign should garner 100% priority, and that every subscriber in the campaign will receive email in their inbox at the same exact time, even if you have unlimited resources. Queue Prioritization is an advanced feature that will resonate with enterprises that want to do more with less. Fundamentally, if there are limited resources such as disk, bandwidth, IPs, license restrictions, etc., you can prioritize queuing in PowerMTA™. www.port25.com This document contains confidential and proprietary information belonging to Port25 Solutions, Inc. The information in this document may not be disclosed to others, copied or reproduced in any way without the prior permission from Port25 Solutions, Inc. Copyright © 2013 All rights reserved. 3
  • 5. ABOUT Port25 SOLUTIONS, INC. 6011 University Bvld. Suite 470 Ellicott City, MD 21043 www.port25.com P: 1.410.750.SMTP (7687) T: @port25solutions E: sales@port25.com www.port25.com Port25 Solutions Inc. provides specialized email infrastructure software,products that address the increased unique demands of client communications and email marketing applications. PowerMTA™, Port25’s flagship product, provides senders with superior performance and advanced features to proactively manage their sender reputations. Port25’s global footprint includes 66% of the leading Email Service Providers as published by Forrester and enterprise level clients such as MySpace, CareerBuilder, and the New York Times. Port25 is a member of the Email Sender and Provider Coalition (ESPC) and MAAWG. Founded in 1999, Port25’s mission is to help realize the potential of email as a platform for legitimate and effective customer communications. Visit www.port25.com for a fully featured product evaluation. This document contains confidential and proprietary information belonging to Port25 Solutions, Inc. The information in this document may not be disclosed to others, copied or reproduced in any way without the prior permission from Port25 Solutions, Inc. Copyright © 2013 All rights reserved. 4