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Effectively Engage Millions of Users in Seconds (MOB321-R1) - AWS re:Invent 2018

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In this session, we describe the challenges that companies face with high volume messaging-based engagement and the solutions AWS provides. Learn from current customers about how AWS can be used to message millions of users in seconds, while being cost effective and maintaining high deliverability rates. The intended audience is developers who are supporting their company’s growth or marketing activities using AWS services.

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Effectively Engage Millions of Users in Seconds (MOB321-R1) - AWS re:Invent 2018

  1. 1. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Effectively Engage Millions of Users in Seconds Melvin Ram Senior Staff Software Engineer Zendesk M O B 3 2 1 Daniel Firsht Senior Software Engineer Amazon Pinpoint
  2. 2. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Agenda Two Parts Part 1 – AWS Capabilities (15-mins) 1. Introduction to AWS messaging and targeting services 2. Understanding what consumers want and expect 3. Channel deep dive Part 2 – In Practice with Zendesk (20-mins) 1. Zendesk’s journey with AWS and SES 2. How we send emails using Amazon SES 3. How we configure the necessary resources 4. How we collect and process feedback provided by SES Q&A (25-mins)
  3. 3. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. How can I improve deliverability and engagement, at scale, while being mindful of cost and operational overhead?
  4. 4. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
  5. 5. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. AWS services to meet any user engagement workloads Chatbots & contact center Amazon Lex Amazon Connect Amazon Polly AWS IoT Alexa Skills Voice & IoTEvents & predictions AWS Lambda Amazon Machine Learning Amazon DynamoDB Amazon S3 Data lakes & profile storage Amazon Redshift Amazon Comprehend Amazon SNS Amazon SES Messaging & sentiments AWS Mobile Hub Build & connect applications Amazon Cognito Amazon API Gateway Amazon Pinpoint Segment, & analyze users Amazon Kinesis Amazon EMR Lambda functions
  6. 6. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. What are we solving for? … personalized, relevant, and timely notifications … get notifications over the appropriate channel (email, push, SMS, others) … customized notifications, receive the information they want Younger generations: - Prefer mobile, chat, and voice - Limited live engagements Emerging markets: - Mobile-first, skipping web portals - Smartphone adoption rising quickly All consumers: - Want more personalized products and services - Expect purchasing to be easy - Demand services via the channel of their choice Macro Trends
  7. 7. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Feed the continuous feedback loop; understand your user behaviors, act on it, iterate, and improve User engages with company (downloads app) Message user and capture campaign metrics Identify signals (i.e. did they engage?) Factor in time, location, context CUSTOMER INSIGHTS PERSONALIZED ENGAGEMENTS Segment users automatically and easily based on profile Profile user with custom attributes Optimize content for user (improve) Re-message user What does successful engagement look like?
  8. 8. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Push SMS Email Voice* Advantages • Affordable ($1/M) • Mobile and Web Capable • Near immediate • Scale • Nearly 100% open rate • Near immediate • Reliable • Bi-directional* • No mobile app required • Cost effective • Reliable • Longer form content • Ubiquitous • Universal • Affordable • Reliable Disadvantages • Short form content only • One-way • Only reach ~65% • Short form content only • Expensive, comparatively • Customer sensitivity to overuse • Inundation • More expensive than alternatives • Not immediate • Smaller audience (fail-over) • Customer sensitivity Best for • Alerts • Engagement • Up-sell/cross-sell • Updates • Time sensitive • One time passwords • Critical payloads (payload reset) • Appointment reminders • Longer, quality content • Transactional in nature (archivable) • Assurance of receipt • Wider demographic (non-mobile users) • Time sensitive notifications One tip to remember • Distinct call-to-action for every push • Sensitivity to end user experience • Content worthy of an email • Length of message What channel is best for my workload? *featureonlyavailableononlyonAmazonPinpoint
  9. 9. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Push SMS Email Voice* Advantages • Affordable ($1/M) • Mobile and Web Capable • Near immediate • Scale • Nearly 100% open rate • Near immediate • Reliable • Bi-directional* • No mobile app required • Cost effective • Reliable • Longer form content • Ubiquitous • Universal • Affordable • Reliable Disadvantages • Short form content only • One-way • Only reach ~65% • Short form content only • Expensive, comparatively • Customer sensitivity to overuse • Inundation • More expensive than alternatives • Not immediate • Smaller audience (fail-over) • Customer sensitivity Best for • Alerts • Engagement • Up-sell/cross-sell • Updates • Time sensitive • One time passwords • Critical payloads (payload reset) • Appointment reminders • Longer, quality content • Transactional in nature (archivable) • Assurance of receipt • Wider demographic (non-mobile users) • Time sensitive notifications One tip to remember • Distinct call-to-action for every push • Sensitivity to end user experience • Content worthy of an email • Length of message What channel is best for my workload? *featureonlyavailableononlyonAmazonPinpoint
  10. 10. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Push SMS Email Voice* Advantages • Affordable ($1/M) • Mobile and Web Capable • Near immediate • Scale • Nearly 100% open rate • Near immediate • Reliable • Bi-directional* • No mobile app required • Cost effective • Reliable • Longer form content • Ubiquitous • Universal • Affordable • Reliable Disadvantages • Short form content only • One-way • Only reach ~65% • Short form content only • Expensive, comparatively • Customer sensitivity to overuse • Inundation • More expensive than alternatives • Not immediate • Smaller audience (fail-over) • Customer sensitivity Best for • Alerts • Engagement • Up-sell/cross-sell • Updates • Time sensitive • One time passwords • Critical payloads (payload reset) • Appointment reminders • Longer, quality content • Transactional in nature (archivable) • Assurance of receipt • Wider demographic (non-mobile users) • Time sensitive notifications One tip to remember • Distinct call-to-action for every push • Sensitivity to end user experience • Content worthy of an email • Length of message What channel is best for my workload? *featureonlyavailableononlyonAmazonPinpoint
  11. 11. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Push SMS Email Voice* Advantages • Affordable ($1/M) • Mobile and Web Capable • Near immediate • Scale • Nearly 100% open rate • Near immediate • Reliable • Bi-directional* • No mobile app required • Cost effective • Reliable • Longer form content • Ubiquitous • Universal • Affordable • Reliable Disadvantages • Short form content only • One-way • Only reach ~65% • Short form content only • Expensive, comparatively • Customer sensitivity to overuse • Inundation • More expensive than alternatives • Not immediate • Smaller audience (fail-over) • Customer sensitivity Best for • Alerts • Engagement • Up-sell/cross-sell • Updates • Time sensitive • One time passwords • Critical payloads (payload reset) • Appointment reminders • Longer, quality content • Transactional in nature (archivable) • Assurance of receipt • Wider demographic (non-mobile users) • Time sensitive notifications One tip to remember • Distinct call-to-action for every push • Sensitivity to end user experience • Content worthy of an email • Length of message What channel is best for my workload? *featureonlyavailableononlyonAmazonPinpoint
  12. 12. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Chatbots & contact center Amazon Lex Amazon Connect Amazon Polly AWS IoT Alexa Skills Voice & IoTEvents & predictions AWS Lambda Amazon Machine Learning Amazon DynamoDB Amazon S3 Data lakes & profile storage Amazon Redshift Amazon Comprehend AWS Mobile Hub Build & connect applications Amazon CognitoAmazon Kinesis Amazon EMR Lambda functions Amazon API Gateway Messaging & sentiments Amazon SNS Amazon SES Segment, & analyze users How to get started? Amazon Pinpoint
  13. 13. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
  14. 14. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Melvin Ram Senior Staff Engineer
  15. 15. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. WHAT IS ZENDESK? A platform for serving customers throughout their journey.
  16. 16. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. We send & receive hundreds of millions of emails each month.
  17. 17. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Slow downs in receiving or sending emails are RED ALERT events at Zendesk.
  18. 18. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. In 2016…
  19. 19. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Email
  20. 20. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
  21. 21. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. In 2017…
  22. 22. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
  23. 23. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Amazon SES Resilient architecture Customer experience Manage abuse
  24. 24. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Configuration Feedback processing Sending emails Let’s explore how we incorporated Amazon SES with our systems:
  25. 25. Sending emails
  26. 26. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
  27. 27. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
  28. 28. Configuration
  29. 29. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
  30. 30. Feedback collection
  31. 31. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
  32. 32. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
  33. 33. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. SPF Customers setup a CNAME or include mail.zendesk.com in their SPF record and it contains all our dedicated IPs DKIM Customers setup CNAME to our DKIM public keys and we CNAME to Amazon SES
  34. 34. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Want to see the architecture of the entire system and how it all fits together? www.linkedin.com/in/melvin
  35. 35. Thank you! © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Melvin Ram mram@zendesk.com Daniel Firsht firsht@amazon.com
  36. 36. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.

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