This document summarizes a panel discussion on hybrid email delivery solutions using SparkPost, PowerMTA, and Momentum. The panelists discuss SparkPost's offerings for on-premises and cloud implementations. They describe how a hybrid solution can provide failover redundancy, handle peak loads by offloading to the cloud, and provide analytics and engagement insights. Implementing a hybrid approach allows leveraging the strengths of both on-premises and cloud-based email delivery.

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Putting The Pieces Together
On-Premises and The Cloud
March 6, 2019

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Today’s Panelists
Joal Barbehenn
SVP, Head of On-Premises Business, SparkPost
Joal leads the On-Premises software business and has been with the company since 2009 with previous roles
as SVP Business Development and General Counsel.
Scott Habicht
Director of Customer Support, SparkPost
With 20+ years of experience in the computing industry, Scott has worked with the PowerMTA and SparkPost
products 13 of those years. He manages the customer facing support organization ensuring delivery of high-
quality, enterprise class customer service for maximum customer satisfaction and experience.
Tom Mairs
Director of Customer Success, SparkPost
Tom leads Customer Success at SparkPost. For over a decade, Tom has driven Pre Sales, and Solutions
teams at Message Systems (now SparkPost) and currently drives the Cloud Pre Sales and On-Premises
Customer Success teams globally to ensure customer success worldwide.

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Company Overview and History
Joal Barbehenn

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we deliver
37.2%
of all
commercial email
1 Trillion
messaging events
tracked in the cloud
50 Billion
events added
per month
over
1.1 Billion
unique recipients
engaged in the cloud
5+ Trillion
emails sent per year
with over
1.8 Billion
unique devices
touched in the cloud

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One Company, Three Offerings
PowerMTA SparkPost Momentum

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SparkPost Implementation for a
Hybrid Solution
Scott Habicht

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Overview

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Current Environment
• No off-site redundancy

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Current Environment
• Difficult to handle
seasonal peak bursts

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Current Environment
• No open/click tracking

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Current Environment
• No analytics

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What Hybrid brings to the table
• Failover redundancy

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What Hybrid brings to the table
• Peak/bursting
off-loading

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What Hybrid brings to the table
• Engagement insights

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What Hybrid brings to the table
• Additional metrics

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What Hybrid brings to the table
• Cost savings

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Practical Applications & How to “Cloudify”
Tom Mairs

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Topics
- Momentum, PMTA, and SparkPost
- Cloudifying Momentum (how to SparkPost)
- Signals, Data, Analytics
- Pick an acronym … TAMs, D12Y, SLAs, BYOIP
- Faces of a Hybrid

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Three Faces of the Same Team
● SparkPost is a SaaS email platform, but it is also a Company with 2 of the world’s best
MTAs
● Momentum was designed for inbound and outbound high-volume processing where
extreme customization may be required
● PowerMTA was designed for high volume outbound mail that was easy to deploy and
scale
● Between those 3 options there is no scenario we cannot provide the best available
solution
● A hybrid deployment can combine them for high productivity and resiliency
● SparkPost is a Cloud SaaS offering that has Momentum at its core
○ + AWS deployment, TAM, D12Y, security, bursting, etc.

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How to Cloudify
● Moving to the cloud means different things to different people
a. You could re-platform your on-prem MTA from bare metal to cloud services
■ AKA: List and Shift, Forklift, Transplant, Re-Platform
■ Follow the same instructions for bare-metal, but in AWS, Azure, GCP, SAP, etc….
■ … mostly, sort of.. with many tweaks.
All cloud services are slightly different and have different rules about outbound
port 25 usage. This is critical for standing up a mail server, but that is not the
only concern.
● Inter-operation between nodes and be problematic
● ports often have restrictions that require approval and monitoring
● MAC addresses and IPs are not necessarily stable
● 1 vCPU is NOT equal to 1 real CPU. Hardware is not really “hardware”
b. You could migrate your mail delivery to a third party SaaS solution

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AWS Deployment
SparkPost is
deployed over
multiple availability
zones and in a
redundant
configuration.
This is replicated in
US and EU data
centers for data
sovereignty and
resiliency.

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AWS Deployment
We started with Momentum, one of the world’s most powerful MTAs (the other is PMTA)
But standing up an MTA in in a cloud service and cloudifying an MTA are very different things
We de-constructed Momentum and redesigned components to be cloud scalable
We have shared our journey in public blogs in case you want to try this at home
(not recommended, BTW)

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The Roadmap
Our product roadmap is heavily focused on providing tools across our entire suite.
These are largely cloud based tools with connectors available to our on-premises customers
● Leverage our massive data footprint and Data Science team to:
○ Improve your customer engagement
○ Keep your recipient list clean proactively
○ Target recipients effectively
○ Reduce fatigue and improve cadence

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SparkPost Signals
Signals leverages the massive amount of NON-PII data SparkPost processes to show:
● An overall “Health Score”
○ Focusing on only engagement
or only in-boxing
or only spam traps
is not a great strategy
● A wider view of Spam Trap activity
○ See a more relevant view over
ALL the Spam Traps
● A view into engagement relevancy
○ Just knowing that a customer
opened a message is not enough
○ How long ago did they engage?
○ How often?

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SparkPost Signals
Your Health Score is a PREDICTIVE indication of how likely customers are to engage, based on
your first party data and is calculated against a model created from our first party data.
Over a Trillion data points referenced, pulled from the 5 Trillion messages a year we process

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TAM/D12Y, Security, Bursting, Etc.
Pick an acronym … TAMs, D12Y, SLAs, BYOIP
• The Technical Account Manager (TAM) is your advocate and guide
• Deliverability (D12Y) and configuration consulting are managed through your TAM
• Enterprise customers have Burst SLA and uptime SLA
• Bring Your Own IP (BYOIP) allows you to port your /24 to use with SparkPost delivery
• Subaccounts allow you to provide a separate data feed and reporting for accounts

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A Packaged Solution
All 3 products can work together in a hybrid for Fail Over, Off-Loading, and Resiliency
Momentum
PowerMTA
SparkPost i

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Upcoming Events
European Customer Forum
• London — June 19, 2019
M3AAWG
• Budapest — June 2019
• Montreal — October 2019
Port25 European Summit
• Amsterdam — September
2019