Make it easier on yourself. Find out how the APIs in SparkPost, SparkPost Elite and Momentum can do more than generate and send messages. Take a lesson on obtaining fine-grained information about your customers’ preferences and actions using metadata and tags. Learn how to measure if open- and-click rates are meeting your objectives. And leave with ample intelligence to enrich your business processes using real-time analytics.

1. 1
Use the Engagement tracking
and Metrics APIs
to bring insights to your business
Day 1 - Tuesday Nov 3, 2015

2. 2
In this session
Make the most of the fine-grained information available on
your customer behavior from SparkPost & Momentum
We’ll look at several ways to do that:
• Via the Reporting User Interface
• Via the APIs
• Via Webhooks event feeds in
near real-time

3. 3
OTHER
CHANNELS
Recipients
ISPs
YAHOO
GMAIL
OUTLOOK
AOL
Message flow
Generate Message Deliver
Analyze
Multichannel
Powerful
Templating
Big-Data
Triggered
Marketing
Automated
Delivery
Optimization
Adaptive
Email
Network
React in
Real-Time
User
Friendly UI
Big Data
Feed
Sender
Real-Time
Insight
Transmission
API
One API
Transactional
Messages
97.8%
Average
Deliverability
Opens
Clicks
Bounces
OOB bounces
Feedback Loop
messages
Reporting UI
Metrics &
per-event API
Webhooks

4. 4
Example newsletter
Target segments?
• Interested in
cats, dogs, or both
What type of
customer?
• Loyalty card holder
bronze/silver/gold
Campaign timing?
Black Friday

5. 5
Name your campaigns
Use the “campaign_id” attribute – shows up in the Summary chart
{
"options":
{
"open_tracking"
:
true,
"click_tracking"
:
true,
"transactional"
:
false
},
"campaign_id":
"Bulk
Pet
Food
Offers",
"content"
:
{
"from":
{
"name"
:
"Awesome
Company","email":"steve@thetucks.com"
},
"subject"
:
"Test
SparkPost
Transmission",
"reply_to"
:
"Awesome
Company",
"text"
:
"Hi
{{first_name}}rnTest
email!r
nCongratulations,rn{{signature}}",
"html"
:
"<strong>Hi
{{first_name}},</strong><p>Test
email
from
<a
href="http://messagesystems.com">Message
Systems</a></p><p>Congratulations!</p>{{signature}}"
},
"recipients":
[
{
"address":
{
"name":
"Bob
Lumreeker",
"email":
"bob.lumreeker@gmail.com"
},
"tags":
["cats",
"dogs"],
"metadata":
{
"MemberType":
"Gold"
},
"substitution_data":
{
"signature":"Your
friendly
Solution
Engineer",
"first_name":"Steve"
}
}
],
"substitution_data":
{
},
"metadata":{
"Sender":
"BlackFriday1",
}
}

6. 6
Name your content links
data-­‐msys-­‐linkname
custom attribute
https://www.sparkpost.com/api#/introduction/substitutions-reference/personalized-links
Max length of 63 characters (truncated if too long)
Link name incorporated into the click-tracked link, will be tracked in engagement events.

7. 7
Named content links in Engagement report
https://support.sparkpost.com/customer/portal/articles/2035637?b_id=7411

8. 8
Passing information through metadata and tags
Tags: A list of single-values
• 10 per recipient, max 100
system-wide
Metadata: key-value pairs
• Recipient-level
• Transmission-level
(tags + metadata) max 1000 bytes
https://www.sparkpost.com/api#/reference/recipient-lists

9. 9
Pulling information using the API
• Everything that’s visible
on the Reporting UI, you
can also get via the
Metrics API (and then
some) ...
• The message_events
API endpoint gives
access to fine-grained
event information for up
to 10 days:
Campaign ID
Metadata
Tags

10. 10
Demo time!

11. 11
API endpoints are self-describing
https://api.sparkpost.com/api/v1/message-events/events/documentation
{
"results":
[
{
"type":
{
"description":
"Type
of
event
this
record
describes",
"sampleValue":
"bounce"
},
"bounce_class":
{
"description":
"Classification
code
for
a
given
message
(see
[Bounce
Classification
Codes](https://support.sparkpost.com/
customer/portal/articles/1929896))",
"sampleValue":
"1"
},
"campaign_id":
{
"description":
"Campaign
of
which
this
message
was
a
part",
"sampleValue":
"Example
Campaign
Name"
},
"customer_id":
{
"description":
"SparkPost-­‐customer
identifier
through
which
this
message
was
sent",
"sampleValue":
"1"
},
"delv_method":
{
"description":
"Protocol
by
which
SparkPost
delivered
this
message",
"sampleValue":
"esmtp"
},
"device_token":
{
"description":
"Token
of
the
device
/
application
targeted
by
this
PUSH
notification
message.
Applies
only
when
delv_method
is
gcm
or
apn.",
"sampleValue":
"45c19189783f867973f6e6a5cca60061ffe4fa77c547150563a1192fa9847f8a"
},
"error_code":
{
"description":
"Error
code
by
which
the
remote
server
described
a
failed
delivery
attempt",
"sampleValue":
"554"
},
"ip_address":
{
"description":
"IP
address
of
the
host
to
which
SparkPost
delivered
this
message;
in
engagement
events,
the
IP
address
of
the
host
where
the
HTTP
request
originated",
"sampleValue":
"127.0.0.1"
},
"message_id":
{
"description":
"SparkPost-­‐cluster-­‐wide
unique
identifier
for
this
message",
"sampleValue":
"0e0d94b7-­‐9085-­‐4e3c-­‐ab30-­‐e3f2cd9c273e"
},

12. 12
Webhooks
• Creating webhooks
­ Via the UI ..
­ or through API calls ..
­ Can have many
• Security
­ https transport option
• Authentication
­ Choose between None,
Basic, or OAUTH2

13. 13
Demo time!

14. 14
Webhooks best practice
• Timing
­ 60 second batches, or batch-size reached
• Your receiver code must http ACK
­ Once you’ve committed the data
­ Otherwise SparkPost will keep trying
• Check the Batch ID in the http header
X-­‐MessageSystems-­‐Batch-­‐ID:
77c2b630-­‐d712-­‐11e4-­‐9642-­‐efc2723b99c1
User-­‐Agent:
SparkPost
host:
ec2-­‐54-­‐154-­‐175-­‐157.eu-­‐west-­‐1.compute.amazonaws.com
accept:
application/json
content-­‐type:
application/json
content-­‐length:
9658
Connection:
keep-­‐alive

15. 15
Webhook event types
bounce
delivery
injection
spam_complaint
out_of_band
policy_rejection
delay
click
open
generation_failure
generation_rejection
list_unsubscribe
link_unsubscribe
relay_injection
relay_rejection
relay_delivery
relay_tempfail
relay_permfail
https://api.sparkpost.com/api/v1/webhooks/events/documentation for full details !!

16. 16
Focus on list hygiene
Processing the following event types is important for
keeping your lists clean:
• Bounce
• Out-of-Band bounce
• Spam Complaint
• List Unsubscribe
• Link Unsubscribe
These events automatically add the recipient to the
suppression list inside SparkPost, as a safety net
measure.

17. 17
Customer code in the public-domain
Financial Times have published their code for both Transmission API
usage and Webhooks handling

18. 18
Summary
We’ve seen how fine-grained information can be carried by
• The campaign_id attribute
• Named links in templates and transmissions
• Metadata and tags
We’ve used that information via:
• The Reporting UI
• Via the SparkPost APIs
• Via Webhooks near real-time event feeds

19. 19
Thank you
Steve Tuck
solution engineer
mobile +44 7917 064055
email steve.tuck@sparkpost.com