LAPHP/LAMPSig Talk: Intro to SendGrid - Building a Scalable Email Infrastructure

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Email delivery is a complex and difficult problem, SendGrid makes sure developers never have to deal with that type of pain. Come learn how easy it is to replace your email sending infrastructure …

Email delivery is a complex and difficult problem, SendGrid makes sure developers never have to deal with that type of pain. Come learn how easy it is to replace your email sending infrastructure with SendGrid and all of the benefits to you and your customers. Then, this question becomes less important: What does it cost you if an email does not get delivered to one of your customers?

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  • 1. Learn How SendGridReplaces Your Outbound Email Infrastructure
    Elmer Thomas
    Developer Evangelist
    Prepared for
    LAMPsig- Los Angeles Web Development User Group
  • 2. About SendGrid
    Founded August 2009
    TechStars 2009 Graduate
    Headquarters: Boulder, CO
    Office: Anaheim, CA
    Venture Backed: $5.75 million
    Foundry Group
    Highway 12 Ventures
    Angel Investors
    Dave McClure, Jeff Clavier, David Cohen, Matt Mullenweg, Scott Petry
  • 3. Currently Sending Over2 Billion Emails Every Month for Over 30,000 Customers (and Growing)!
  • 4. What We Believe
    Email is...
    essential to your business
    the best way to communicate with customers
    We want YOU to focus on developing killer apps,
    not building out an email infrastructure.
  • 5. The Problem
    20% of Emails Missing or 
Caught by Spam Filters
  • 6.
  • 7. The Problem
    It is Non-Trivial to Build an Email Infrastructure.
  • 8. Categories of Email
  • 9. Categories of Email
  • 10. Categories of Email
  • 11. Example Transactional Emails
    Facebook & LinkedIn Friend Requests Follower Updates
    Shipping Alerts
    Sign Up Verifications / Double Opt-In
  • 12. Why Not DIY?
  • 13. What Does SendGrid Offer?
  • 14. Email Deliverability
    On average, 20% of legitimate emails never reach the inbox.
    SendGrid addresses this problem through a unique combination of technology and best practices:
    Validation via DKIM, SPF and Sender-ID
    Regular reputation monitoring
    Dedicated IP addresses
    Whitelabeling and link customization
    Spam filter testing
    Feedback Loops
    ISP monitoring and deliverability outreach
  • 15. Scalability
    Our cloud infrastructure routinely delivers over a 2 billion emails every month and is ready to scale on demand.
    Whether you need to send 200 emails a day or 200 million emails a day, we adjust dynamically to meet your needs.
    Our infrastructure eliminates the need for you to to predict, provision and maintain mail server capacity.
  • 16. Analytics
    SendGrid provides powerful data and the insight you need to achieve your email objectives.
    Track opens, unique opens, clicks, unsubscribes and more.
    Segment metrics and ROI performance by email type, campaign, or custom categories.
    Monitor deliverability metrics to determine requests, bounces, delivered rates, blocks and spam reports.
  • 17. Integration Options
    Integrate with our SMTP relay or with our robust APIs for custom integration.
    API set includes:
    SMTP: Deliver custom handling instructions for email through a JSON header.
    Web: Deliver custom handling instructions for email through secure REST API.
    Event: Notifies a URL real-time of events such as opens, clicks, bounces, spam reports, and unsubscribes.
    Parse: Parses content and attachments of incoming email and posts it to your web application.
    OEM: Build your own product/service on top of SendGrid’s powerful email infrastructure.
  • 18. Basic SMTP Configuration
  • 19. SMTP API
  • 20. Web API
    Send mail
    Retrieve lists - bounces, unsubscribes, spam reports
    Retrieve statistics – <requests>12342</requests> <bounces>12</bounces> <clicks>10223</clicks> <opens>9992</opens> <spamreports>5</spamreports> <unique_clicks>3</unique_clicks> <unique_opens>6</unique_opens><blocked>7</blocked>
    Pretty much anything that can be manipulated via the website can be done via the API - user profile information, app settings, etc.
  • 21. Event Callbacks
    [email] =>
    [event] => processed
    [email] =>
    [response] => 250 2.0.0 OK 1312487387 f25si6410849yhn.68
    [event] => delivered
    [email] =>
    [event] => open
  • 22. Parsing Incoming Emails
    Point MX record to
    Define the hostname and callback URI
    Received messages are parsed and POSTed
    [attachments] => 0
    [dkim] => { : pass}
    [subject] => test
    [to] =>
    [text] => 12
    [from] => Brandon West <>
    [envelope] => {"to":[""],"from":""}
    [charsets] => {"to":"UTF-8","subject":"UTF-8","from":"UTF-8","text":"us-ascii"}
    [SPF] => pass
  • 23.
  • 24.
  • 25.
  • 26. Apps for Enhancing Your Email
    Email to Phone
    Email to Twitter
    Domain Keys
    Event Notification
    Click Tracking
    Open Tracking
    SPAM Checker
    Google Analytics
    Address Whitelist
    Even More Apps on
  • 27.
  • 28.
  • 29.
  • 30.
  • 31. What’s New?
    Infrastructure Improvements
    direct: 200 /day
    Heroku: 200 /day
    Rackspace: 40,000 /month
    Softlayer: 25,000 /month
    Lite plan:
    .10 per thousand
  • 32. Superior Customer Support
    Phone, chat, and email support available to all customers:
    Critical Incident Support 24/7
    Weekdays 7am to 7pm Mountain Time Zone
    Extensive Documentation
    Online Knowledge Base
    Active Support Community
  • 33. Q & A
    Contact me at when you are ready to go to production and I’ll set you up with a discount.