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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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How To Prepare For Seasonal Web Traffic & Email Delivery IncreaseJosh VerrillDirector Of Revenue Acquisition
Mike VeilleuxDirector Of Message Management Product
Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux
Your Presenters
Josh VerrillDirector Of Revenue Acquisition
jverrill@dyn.com | @Jverrill
Mike VeilleuxDirector of Message Management Productmveilleux@dyn.com | @MikeVeilleux
Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux
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
Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux
Graph Goes Here
Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux
/ The Numbers
• Established in 2007
• Created by eBay
• 2nd Monday in
December
• $1.3 billion in sales
Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux
/ The Numbers
The Big Daddies
• Alpha/Omega of
holiday shopping
season
• Combined $2.4
billion in sales
• Most important time
to stay available
Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux
Managed DNS for Performance
/ Holiday Considerations - Performance
Direct correlation between speed and revenue
Optimized for speed and resiliency
Advanced traffic management options
Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux
Same performance needs
Image load time
Link redirects for click tracking
Landing pages
/ Holiday Considerations - Performance
Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux
DNS Redundancy
/ Holiday Considerations - DNS
Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux
Load Balancing
/ Holiday Considerations - DNS
Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux
Traffic Management
/ Holiday Considerations - DNS
Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux
Deliverability
Hitting the inbox!
• Bounces
• Blocked Mail
• Spam / Junk Folder
• Gmail tabs
Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux
/ Deliverability
Deliverability = Hitting the InboxTypes of Filtering: Content & Reputation
Reputation is key
IPs and Domains
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
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
Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux
/ Promotional Email
• Mobile friendly for
travelers
• Reminders about shipping
• Make life simple!
Travel Season
Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux
/ The Numbers
75% on average
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
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
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:
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
Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux
/ The Numbers
The $40 billion
pie!
Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux
Dyn.com/Content-Hub
/ How To Prepare For Seasonal Web Traffic & Email Delivery Increase
Holiday/Seasonal Traffic Webinar @dyninc @jverrill @mikeveilleux
Questions?
Josh VerrillDirector Of Revenue Acquisition
jverrill@dyn.com | @Jverrill
Mike VeilleuxDirector of Message Management Productmveilleux@dyn.com | @MikeVeilleux
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