Learning Objectives: - Understand the importance of sending email to engage with customers - Learn about the importance of deliverability metrics such as opens and clicks for optimizing your email strategy - Understand the importance of dedicated IP pools for protecting your representation as an email sender

1. © 2016, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Presenter:
Kadir Rathnavelu – Senior Product Manager
Amazon Simple Email Service –
What’s New in 2017

2. Agenda
• Amazon Simple Email Service overview
• Use cases
• Challenges in Sending Emails
• Amazon SES features and capabilities
• What’s new in 2017
• Q&A
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3. 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.
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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.

4. 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
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5. Why Amazon Simple Email Service?
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6. 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
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7. 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
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8. 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?
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9. Why Amazon SES?
Inbox placements
Amazon SES proactively places your emails in the inbox; increasing the likelihood of emails reaching the
recipients inbox (and not the Junk folder).
High performance
Send 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.
Reliable
Amazon SES runs within Amazon's cloud network infrastructure and datacenters. Multiple servers and
datacenters provide high availability and data durability.
Integration with other AWS Services
Integrates seamlessly with other AWS services such as AWS Lambda, AWS CloudWatch, Amazon Kinesis
Firehouse, Amazon Simple Storage Service (S3), and Simple Notification Service.
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10. Features
Optimal inbox placement
ISPs 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 deliverability
Amazon 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 addresses
Build your reputation by sending emails through IPs that are dedicated solely to your email sending
Monitoring
Fine-tune your email strategy by monitoring your sending activity with varying granularity and level of details
Email Receiving
When 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
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11. Additional Features
Multiple Email Sending Interface
Send emails using the Simple Mail Transfer Protocol (SMTP), Amazon SES API, or Amazon SES console
Mailbox Simulator
You 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 Prevention
Scans incoming emails for viruses and spams, and prevent them from delivery
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12. Amazon Simple Email Service in 2017
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13. Dedicated IPs
Reputation Management
When 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
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14. Warming Up Dedicated IPs
Warming Up Dedicated IPs
ISPs 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 IPs
Amazon 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.
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15. Dedicated IP Pools
Dedicated IP Pools
You 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 Pools
By 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.
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16. Dedicated IP Pools – Cont.
Default IP Pool
If 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 up
You can restart the warm-up process by dedicated IP pools.
Sending via Shared Pool
This 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.
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17. Open and Clicks Tracking
Measuring Engagement
Whether you are sending marketing emails, transactional emails, or notifications, you need to know how
effective your communications are.
Importance of Measuring Engagement
By 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).
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18. Open and Clicks Tracking - Cont.
Enabling Open and Clicks
On 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.
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19. Open and Clicks Tracking - Cont.
Custom Domains for Open and Click Tracking
You can configure your own branded subdomain to capture open and click data.
Disabling Click Tracking
All 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 Destination
Additionally, you can now use event publishing to push email sending notifications—including open and click
notifications—using Amazon SNS.
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20. Email Templates
Email Templates
You 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 Template
To 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).
Variables
Both the subject and the email body can contain variables that are automatically replaced with values specific
to each recipient.
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21. Sending Templated Emails
Sending Emails
SendTemplatedEmail API operation to send email to a single destination using a template.
Sending in Bulk
SendBulkTemplatedEmail 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 Substitutions
You can add a list of fallback values for the variables in the template (DefaultTemplateData)
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22. Reputation Dashboard
Sender Reputation
We 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-Compliance
If 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 Dashboard
The 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 Monitoring
You 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.
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23. Questions
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