Ho, Ho, Holy Sh*T: Preparing For Holiday/Seasonal Web Traffic & Email Delivery

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In the accompanying slide deck for another big Dyn webinar, Dyn Director of Revenue Acquisition Josh Verrill & Director of Message Management Product Mike Veilleux take you through everything you should know in preparing your web site/application and email for the rush of online traffic.

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  • Cost of downtimeActive failover requires no human intervention
  • Control resource load among data centers
  • As you get ready for the holidayseasonContinue matching customer expectationsdon’t switch from mailing once a month to ever day over night, or at least warn your customers that you’re going to be delivering in that way!One idea: Seasonal Unsubscribein addition to normal unsubscribe link…maintains valuable contacts while minimizing any effect on deliverability
  • During heavy load, don’t burn out your listBasics like A/B testingTeasers…As you have lots of sales and offers, use them to grow your list
  • Holiday season is also travel season
  • Building Reputation Redundancy: - For infrastructure outages, or shared pool impacts
  • Ramp up any new Ips - absolute last resort, you should be able to rebuild reputation on those ips
  • Ho, Ho, Holy Sh*T: Preparing For Holiday/Seasonal Web Traffic & Email Delivery

    1. 1. How To Prepare For Seasonal Web Traffic & Email Delivery Increase Josh Verrill Director Of Revenue Acquisition Mike Veilleux Director Of Message Management Product
    2. 2. Holiday/Seasonal Traffic Webinar @dyninc @jverrill Your Presenters Josh Verrill Director Of Revenue Acquisition jverrill@dyn.com | @Jverrill Mike Veilleux Director of Message Management Product mveilleux@dyn.com | @MikeVeilleux
    3. 3. Holiday/Seasonal Traffic Webinar @dyninc @jverrill 2012 Holiday Spending: Facts & Firsts Over $40 billion spent online, 14% increase over 2011. Over $1 billion was spent on Black Friday online. In-store sales are dropping, while online sales are growing. Internet Retailer 500: 1.1 million minutes of downtime = $866 million in potential revenue lost. / The Numbers
    4. 4. Holiday/Seasonal Traffic Webinar @dyninc @jverrill Graph Goes Here
    5. 5. Holiday/Seasonal Traffic Webinar @dyninc @jverrill / The Numbers • Established in 2007 • Created by eBay • 2nd Monday in December • $1.3 billion in sales
    6. 6. Holiday/Seasonal Traffic Webinar @dyninc @jverrill / The Numbers The Big Daddies • Alpha/Omega of holiday shopping season • Combined $2.4 billion in sales • Most important time to stay available
    7. 7. Holiday/Seasonal Traffic Webinar @dyninc @jverrill Managed DNS for Performance / Holiday Considerations - Performance Direct correlation between speed and revenue Optimized for speed and resiliency Advanced traffic management options
    8. 8. Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux Same performance needs Image load time Link redirects for click tracking Landing pages / Holiday Considerations - Performance
    9. 9. Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux DNS Redundancy / Holiday Considerations - DNS
    10. 10. Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux Load Balancing / Holiday Considerations - DNS
    11. 11. Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux Traffic Management / Holiday Considerations - DNS
    12. 12. Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux Deliverability / Email Hitting the inbox! • Bounces • Blocked Mail • Spam / Junk Folder • Gmail tabs
    13. 13. Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux / Deliverability Deliverability = Hitting the Inbox Types of Filtering: Content & Reputation Reputation is key IPs and Domains
    14. 14. Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux  Don’t forget your list maintenance  Plan to match customer expectations  Double check your authentication  Seasonal Unsubscribe Prep for the Season / Email
    15. 15. Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux  Don’t burn out your list  Continue to A/B Test  Teasers in your email will drive engagement  Use offers as way to grow your list Promotional Email / Promotional Email
    16. 16. Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux / Promotional Email • Mobile friendly for travelers • Reminders about shipping • Make life simple! Travel Season
    17. 17. Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux / The Numbers 75% on average
    18. 18. Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux / Transactional Email • Help capture lost revenue! • Send multiple reminders • Send first reminder within hours Shopping Cart Reminder Emails
    19. 19. Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux Transactional Email • Invoices • Receipts • Triggered Prepare for extra load. Take advantage of extra marketing space, up to 30%! / Transactional Email Common Trend: Building reputation redundancy: x
    20. 20. Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux • Don’t Run! • Always fall back to most engaged users • Consult a Deliverability Specialist Email Disaster Recovery / Disaster Recovery • Don’t forget ramp up new IPs • Make sure Feedback Loops are working • Monitor common Blacklists More tips:
    21. 21. Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux Wrapping It Up / How To Prepare For Seasonal Web Traffic & Email Delivery Increase  Evaluate your DNS strategy for load resiliency  Evaluate your DNS strategy for global performance  Ensure your Email will hit the inbox  Evaluate your Email redundancy plan  Take advantage of Shopping Cart Abandonment Emails  Take advantage of marketing space within transactional email
    22. 22. Holiday/Seasonal Traffic Webinar @dyninc @jverrill / The Numbers The $40 billion pie!
    23. 23. Holiday/Seasonal Traffic Webinar @dyninc @jverrill Dyn.com/Content-Hub / How To Prepare For Seasonal Web Traffic & Email Delivery Increase
    24. 24. Holiday/Seasonal Traffic Webinar @dyninc @jverrill Questions? Josh Verrill Director Of Revenue Acquisition jverrill@dyn.com | @Jverrill Mike Veilleux Director of Message Management Product mveilleux@dyn.com | @MikeVeilleux

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