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When you’re a wildly successful business – especially an online business – wildly enormous messaging loads come with the territory. To handle the kind of digital messaging traffic that fast-growing businesses need to cope with (we’re talking millions per day and beyond) you need industrial-strength messaging infrastructure that can scale on demand. The problem is, most small businesses start off with the least expensive messaging infrastructure they can find, which usually means open source MTA technology.
Avoid the Open Source Trap
To meet increasing volumes with open source, you need to incrementally add hardware and staff, which gets expensive fast. Worse still, open source provides poor visibility into your messaging operations. There’s no way to capture data for triggered messaging, and no easy way to parse email disposition data to manage your sender reputation with ISPs. This lack of capabilities prevents you from using business rules and logic to create the kinds of email operations that drive engagement in today’s communications environment.
Messaging Infrastructure that Scales On Demand
Adopting an on-premises messaging solution like Momentum from Message Systems is not only a far more cost-effective approach, but also it gives you the power, scalability and flexibility to grow your business into a fully realized global brand. It’s no coincidence that top cloud, social media and e-business leaders like Facebook, Match.com, LinkedIn, PayPal, Groupon and so many other online innovators are Message Systems customers. Companies that adopt Message Systems right from the point of launch, or very early in their development, gain enormous advantages through superior scalability, deliverability and overall engagement rates. Here are some of them:
Meet Growing Volume Requirements
Carrier-grade performance means you can easily handle higher volumes of email, mobile and social messages – millions per hour on each server – as your business grows and demand increases.
Increase Your Agility
Scriptable policy engine and API toolkit make it easy to create fresh new message-based offerings, like triggered notifications, that drive traffic and increase engagement.
Make Scalability a Business Advantage
With the ability to scale and handle fast-growing message volumes, messaging becomes a business advantage you can use to outpace competitors and create barriers to entry for potential adversaries.
If you’re interested in learning more about why the ability to scale on demand is so important to your business, have a look at our free eBook, The High Cost of Free Messaging Software. Learn how open source MTAs can be hurting, rather than helping, your business.
The common approach to spending on email infrastructure is, as with most capital investments businesses make, to get the best quality product with the capabilities you need while paying as little as possible. But too often this sets up a choice between what seem like the only two workable options: a) use a cloud-based email service provider (ESP) or b) purchase and manage your own sending infrastructure based on open source MTA software. Outsourcing to the cloud is really convenient, and in many cases it’s the best way to go. You get access to good deliverability tools and experienced email professionals, but recurring fees can get pricey as your volumes grow.
Eventually, many high-volume senders opt to go in-house with open-source MTA software, which is really inexpensive – at first. But as volumes grow, so does the need for more hardware and personnel to run it all. The fact is, the cost of “free” open source software skyrockets when you’re paying to manage dozens of servers and leasing expensive data center space. If you’re currently on open source, you’d be smart to take a look at a dedicated solution specifically designed for the needs of today’s high-volume senders, like Momentum from Message Systems.
Messaging Infrastructure that Pays for Itself
Message Systems provides a cost-effective alternative to commodity email infrastructure. With our solutions, you’ll recoup your initial investment fast, and continue to enjoy lower operating costs year after year – driving gains to your bottom line. Message Systems solutions free you from many of the operational and development costs that make conventional on-premise MTA infrastructure so expensive to run. With Message Systems, you can:
- Consolidate & Save
Superior throughput, speed and scalability mean that you need less hardware – a single Momentum instance typically replaces 12 to 14 hardware servers running open source MTA software.
- Automate & Save
With automated deliverability capabilities, API toolkit and scriptable policy engine, Message Systems solutions streamline ISP relations and eliminate most code development chores associated with open source infrastructure – so your operations and development teams can get to work on more profitable projects.
- Go Green & Save
With far fewer hardware servers, Message Systems customers also see drastic reductions in power consumption, meaning they have a much smaller carbon footprint.
- Go Mobile & Save
Message Systems solutions let you manage all digital messages – email, mobile, social – on a single platform. So not only do you reap hardware, labor and administration costs, but you can reduce mobile messaging costs by as much as half.
In the words of Jack Hogan, CTO and Founder of Lifescript:
Only two months after implementing the Message Systems solution, we were able to reduce our email management costs by 66% while increasing output by 500%. Combine that with excellent customer service and strict compliance standards, and it’s clear that Message Systems offers the most solid business investment.
Companies with really high sending volumes nearly always find that managing email through an on-premise messaging platform is the best way to ensure optimum delivery and maintain a healthy sender reputation. But not all senders want to manage servers and databases, and that’s where Momentum Managed Cloud comes in. With our hosted offering you get all the benefits of the world’s most powerful digital messaging platform without worrying about the day-to-day minutiae of running servers and software. Momentum Managed Cloud reduces your technology expenses, eases the burden on in-house IT staff and lets you focus on your core business.
Learn more about how open source or low-cost messaging providers can actually inflate your costs when you try to grow your operations in The High Cost of Free Messaging Software E-Book.
Aside from some good old-fashioned planning, it’s important to keep in mind the following when coming up with a multi-channel strategy that underscores customer support and engagement.
1. Put into place a technological messaging infrastructure that can scale on demand to handle high volumes of traffic.
2. Ensure multichannel capability and make sure your choice platform is able to manage customer communications across different channels, be it email, mobile or social.
3. Demand visibility through real-time analytics to pinpoint issues where customer service suffers a breakdown.
Ed Weber from US Airways talks about how having such detailed technical insight helped in troubleshooting problems customers face.
Cross-Channel versus Multi-Channel Communication
But why stop at multi-channel? Think about a cross-channel strategy instead where you make the customer the center of your world. Instead of blasting messages at them from a variety of platforms, track their behavior across differing channels and create a seamless brand experience – by offering them the right messages at the right time. Here’s an example of a message I received from Facebook upon the input of a wrong password – something I fear I am constantly guilty of.
When customers are stuck or at loss, you need to be able to have cross-channel systems in place to provide them with next steps at the right time. For example, what if they are trying to log in to their online bank account and have typed the wrong password?
Go one step further when you allow customers to respond directly to your original reminder email through a different channel – such as text. Dynamic transformation of messages from one channel to the next opens up a gateway of possibilities for customers to engage with you on their terms.
When you are able to step in and guide customers along by putting into place a cross-channel strategy, you’ll leave customers with a positive and lasting impression of your business.
Want to find out how to implement a multi-channel strategy to drive customer engagement? Download a copy of The New Communications Standard white paper!
It’s that time of the year again where NetFinance 2013 is upon us.
As the world’s #1 multi-channel marketing conference for financial services, it’s pretty much the event to hear some of the foremost experts and industry leaders talk about the trends in multi-channel marketing.
This year, NetFinance is focusing their lens on three key topics:
- Day 1: Mobile Channel
- Day 2: Multi-Channel Strategy & Customer Engagement
- Day 3: Bank 3.0 & The Future of Financial Services
Day 2 on multi-channel engagement is of particular interest to us as we’ve always been focused on the benefits a multi-channel strategy can bring to the brand. Being able to engage with customers according to their preferred communication channels? Golden.
Here’s a personal example from my own travel experiences. I was on my way to Columbia for a conference recently and my flight was delayed.
Instead of being told over the PA system that my flight was delayed, which I might have missed for some reason or other, I was informed by the airline through three separate channels of the delay: email, sms and voicemail.
Now I’ve been on delayed flights before, where I gloomily haunted the boarding area for new updates on my situation. However, through the multi-channel strategy employed by this particular airline, I was able to amble around the airport window shopping or grab a meal without fear that I might miss an update on my flight status – whether due to a crackling static filled announcement or being too far away from the boarding gate.
A Multichannel Strategy: The Role of Transactional Email or Text in Financial Services
Aside from the travel and hospitality industry, transactional messages play an incredibly important role in the financial services industry. Transferring money? You want a notification to tell you that your money transfer has been successful. Bought something through PayPal? You want an alert that confirms this transaction. Much as the story of transactional messaging is about real-time confirmation and notification of transactions, it’s also a story about security.
If for some reason someone gained access to your PIN number and withdrew a significant amount of money from your bank account, you’d want an immediate notification from your financial services provider to halt the transfer of your assets immediately.
NetFinance 2013 and Multi-Channel Strategy from the Customer Viewpoint
A key challenge financial companies face in implementing a customer-centric multi-channel strategy is due to technological limitations of disparate legacy systems. It’s all about customer personalization these days. Brands are struggling to provide that experience, which can prove impossible without redesigning their infrastructure.
Here’s where we can provide some guidance. On 1 May at 10.45am at NetFinance 2013, Message Systems will be participating in a panel on multi-channel technology:
Redesigning Corporate Structure To Be More Customer-Centric
Our SVP Barry Abel and Greg Cunningham, SVP Product Head-Digital Channels of City National Bank will take to the stage and talk about how to:
- Evolve systems & structure it around customer needs in a multi-channel world
- Redesign systems and records to provide end-to-end customer support
- Discover technology that provides management of customer communications across multiple channels from a single integrated platform
- Understand the role compliance plays in a multi-channel environment
Multi-channel doesn’t need to be a Rubik’s cube where only geniuses can get right. Start off with the right technology and get your business on the right foot with customers from the get-go. If you’d like a sneak peek of what might be to come, check out our guide on The New Communications Standard.SparkPost © 2017 All Rights Reserved