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

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