If you're already building your website our application on AWS, using Amazon SES is a quick and cost-effective way to send your email. This session will talk about what Amazon SES is and why you would want to use it. Then we will dig into the most common ways our customers use Amazon SES with their current systems and give you the tools you need to do the same.

1. #reinvent

3. Why is sending email hard?
DNS settings Deliverability Sender ID
IP seasoning Complaints Feedback loops
DKIM Bounces ...and more!
Special servers (MTAs) Content filters
ISP throttling IP reputation
Recipient response Domain reputation
Spam SPF

4. Is your email important?
Up to 183 billion spam messages are
sent daily. Don’t become a casualty!

5. • Email sending service
• Pay as you go with no long-term
commitments
• Robust sending platform
• No email infrastructure headache
• Quickly scale your sending

6. 01101000 01101001
Sender Amazon SES Receiver ISP

7. 01101000 01101001
Sender Amazon SES Receiver ISP

8. 01101000 01101001
Sender Amazon SES Receiver ISP

9. Features
• SMTP or API
• Bounces and complaints via Amazon Simple
Notification Service (Amazon SNS)
• Mailbox Simulator
• Easy DKIM
• Domain Verification (Amazon Route 53 optional
“easy button”)

13. AOL’s Spam definition and Email
Sender best practices

14. AOL

15. Billions
Blocked
Blocked Spam
of Daily
Spam
+ Spam Folder
Inbound
Delivery
88%
Email
91%
Delivered
to Inbox
Based on September 2012 metrics

16. AOL’s definition of spam
• Spam = Mail that users do not want
• Simple annoyances (ex. pharmaceuticals, stock picks, etc…)
• Subscribed mail that the user no longer wants
• Received due to a previous relationship (ex. deal or sale
messages from a vendor)
• Malicious attempt to obtain personal information or credentials
• Malicious intent from downloaded software

17. Spam Complaint
AOL Feedback Loop Data
Anti-Spam
System
IPs, URLs,
Domains, etc.
Spam Complaint
Feedback Loop
IPs, URLs, Data
Domains, etc.
IPs, URLs,
Centralized Domains, etc. Other Major
External Mail Service
Data Services Providers
IPs, URLs,
Domains, etc.

18. • Send email from a consistent, identifiable email address
• When users subscribe, tell them what to expect and how often
they will receive email from you
• Mail should be branded and easily identifiable by the recipient
• Setup feedback loops and use the results to:
• Remove spam complainers from the mailing list
• Learn what type of mail users mark as spam to inform your
future sending
• Honor "unsubscribe" requests, and detail how to unsubscribe in
an easy to find place (maybe the message footer)
• Setup SPF for ALL IPs from which mail is sent
• Sign ALL mail using DKIM
• Adopt usage of DMARC feedback loops and policy
enforcement

19. AWS SES follows
AOL’s email sender
best practices

21. SMTP or HTTPS
Users Application Amazon SES
Feedback

23. SMTP or HTTPS
Users Application Amazon SES
Feedback

26. http://aws.amazon.com/ses/
https://aws.amazon.com/documentation
https://forums.aws.amazon.com
http://sesblog.amazon.com
http://aws.amazon.com/whitepapers/

27. We are sincerely eager to
hear your feedback on this
presentation and on re:Invent.
Please fill out an evaluation
form when you have a
chance.
#reinvent