1

Use the Engagement tracking and Metrics APIs

to bring insights to your business

Day 1 - Tuesday Nov 3, 2015

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

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

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

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}}\r\nTest  email!\r\nCongratulations,\r\n{{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

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

Named content links in Engagement report

https://support.sparkpost.com/customer/portal/articles/2035637?b_id=7411

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

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

Demo time!

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

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

Demo time!

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

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

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

Customer code in the public-domain

Financial Times have published their code for both Transmission API usage and Webhooks handling

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

Thank you

Steve Tuck

solution engineer

mobile +44 7917 064055

email steve.tuck@sparkpost.com