Yolanda Quinones
Lab 1 – EmVi Product Description
CS410 – Professor Brunelle
EmVi Orange Team
April 30, 2013
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Table of Contents
1.0
Introduction………………………………………………………………………………………………………………………………...3
2.0
EmVi Product Description…………………………………………………………………………………………………………….3
2.1
Key Features and Capabilities…………………………………………………………………………………………4
2.2
Major Components (Hardware/Software)………………………………………………………………………5
3.0
Identification of case study…………………………………………………………………………………………………………..6
4.0
EmVi Prototype Description………………………………………………………………………………………………………….7
4.1
Prototype Functional Goals and Objectives…………………………………………………………………….7
4.2
Prototype Architecture (Hardware/Software)…………………………………………………………………8
4.3
Prototype Features and Capabilities……………………………………………………………………………….9
4.4
Prototype Development Challenges………………………………………………………………………..…….10
Glossary……………………………………………………………………………………………………………………………………………..........11
References………………………………………………………………………………………………………………………………………………..12
List of Figures
Figure 1. Major functional component diagram………………………………………………………………………….5
Figure 2. Prototype major functional component diagram………………………………………………………….8
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1.0 Introduction
The importance of email is evident in the number of active email accounts
worldwide, as of 2013 there were an estimated 3.5 billion. This number is projected to
increase at a rate of 11% per year. 63% of consumers check their email accounts at least
once per day. This shows that email is a relevant place for marketing teams to focus their
time. Email marketing provides a 4000% return on investment. That makes it the single
most lucrative type of marketing campaign. Over one billion dollars were spent on email
marketing campaigns in 2012, and 97% of companies that currently employ email
marketing have plans to either maintain or grow their email marketing budgets for fiscal
year 2013. The process used to create email content, campaigns, and to render the
previews is often times complicated and time consuming. The current workflow requires
collaboration between multiple departments, causing the majority of the time delays. This
process needs to be streamlined in order to decrease the amount of wasted man hours and
increase the amount of productivity during the creation of campaigns. EmVi (Email
Viewer) will provide an integrative email marketing content management system that
will eliminate the need for multiple departments.
2.0 EmVI Product Description
EmVi will allow for the development of campaigns to be streamlined. End-to-end testing
will be performed by one department, instead of by multiple departments. EmVi will be utilized
as either a stand-alone system or as a tool that can be integrated with other software through the
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use of an application programming interface (API). Campaign content can be uploaded quickly
and rendered preview images can be viewed over various combinations of web browsers and
email clients. EmVi will lessen time delays and allow for email campaign marketing tasks to take
place in house. Since only one department will be contributing to the email campaigns, it will
lead to a decrease in the amount of campaign errors and will reduce the costs associated with
development.
The goal of EmVi is to streamline email testing to enable rapid iterations on designs. This
will be done by implementing an automated version control, providing approval process and
automating approval tracking, and automate uploading of images to the content delivery
networks. EmVi will also automate the distribution of test emails, once an email makes it to a
certain level in the approval process and allow the automatic generation of preview campaign
images.
2.1 Key Features and Capabilities
EmVi is a content management system that will provide users the ability to upload and
perform minor editing to the plain text html from within the system. EmVi will also allow users
to search within the campaign for specific images or key words located within the html. EmVi
will automatically upload images associated with campaigns to specified content distribution
networks (CDN) through the use of APIs. Once images are uploaded to the CDN, EmVI will
automatically replace the image link in the html with the new link provided by the CDN. EmVi
will also provide the use of an approval system, sending out notifications once campaigns reach
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different levels in the approval chain. The approval chain will start off with campaign
contributors, they will be allowed to edit campaigns that they are assigned to, copy content
between campaigns that they are assigned to, can mark campaigns as ready for approval, and can
mark campaigns as ready for testing. Next is the campaign administrators they can perform all
tasks that contributors to the campaign can and additionally they have the ability to add an
remove contributors from campaigns that they own, and they can create a new campaign, either
an empty one or from a preexisting campaign that they own. Next is the approval layer, the
personnel assigned as approvals can approve campaigns created by any contributor, can reject
campaigns waiting for approval, and can modify the campaign status. System administrators
have overall access to all of the campaigns, they have the ability to assign or remove
contributors, campaign admins, and approvers. The most important function of EmVi will be
that it will provide users with the ability to view images of rendered email campaigns, these
images will show how the campaigns are rendered in different combinations of email clients and
web browsers. EmVi will streamline the entire process of the uploading and testing of
campaigns so that designers can easily perform thorough campaign testing.
2.2 Major Components (Hardware/Software)
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Figure 1. Major Functional Component Diagram
As seen in the major functional component diagram (MFCD) the hardware for
EmVi will be comprised of a web server, database, and file system. The software, including third
party applications, will include an API for content delivery network support, an API for the
rendering of email campaigns, play framework which is used to quickly develop web
applications, and a database engine. The web server software will include in interface for email
simple mail transfer protocol (SMTP), the webpage logic, an access control system, database
interface, and public APIs for functionality.
3.0 Identification of case study
Keith Walsh is an email marketing systems expert and the developmental lead for
hardware and software that send email campaigns for Bing, MSN, and Hotmail. He is currently
an undergraduate in the ODU Computer Science department. Over the years he has noticed a
problem with the workflow in his business. Whenever the company needs to edit the content in a
campaign or needs the campaign previews resent out to a group of users, he has to notify the
operations department. The operations department in his company is located offshore. The time
difference alone causes a substantial loss of man-hours, not to mention the miscommunication
between the departments. Currently they do not have a system that allows them the ability to
upload images and send test previews in house, and he feels that there should be a shift in the
responsibility of this to the Agency department, which is already responsible for testing the
campaigns. The system that he requires be built will change the way email marketing is
conducted throughout his company. It will finally pull Microsoft from the dark ages of
marketing, into the future.
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The faculty mentor for this assignment will be Dr. Steven Zeil. He is an associate
professor in the Computer Science Department at the Old Dominion University. Before joining
the department in 1988, he received his B.A. in physics from Thomas Moore College in 1977,
and his M.S. and Ph.D. in computer science from Ohio State University in 1978 and 1981,
respectively. He has been crucial in the planning stage of the solution thus far and is expected to
be a key asset during development of the prototype.
4.0 EmVi Prototype Description
The EmVi tool prototype is basically an Email Content Management System that will
interface with other well-known software through the use of application programming interfaces
(API). The APIs will be connected to EmVi through the use of a proxy server. EmVi streamlines
the testing and development of email marketing campaigns. EmVI allows for the reduction of
errors, reduction of costs, and allows for a decrease in time delays in the creation of email
campaigns. EmVi will also render test emails through the use of third party, open source
software.
4.1 Prototype Functional Goals and Objectives
The Prototype functional goals and objectives are to provide a graphical user interface
(GUI) incorporating the various user role interfaces such as, campaign contributor, campaign
administrator, approver, and systems administrator. Display the functionality of the login page,
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and the capability of a new user to receive a registration email. Provide the capability of a
database that allows for the automation of version control. Prove that the access control works,
and only assigned users are allowed to perform the roles attached to their account. The prototype
shall automate the distribution of test emails, through the use of a third party API. It shall also
provide an interface for the viewing of rendered email marketing campaigns. EmVi shall also be
customizable for users.
4.2 Prototype Architecture (Hardware/Software)
Figure 2. Prototype Major Functional Component Diagram
The prototype will be ran on a virtual machine on the ODU computer science network,
with a linux based operating system. The prototype will utilize a public API to interface with
specified CDNs and to create the rendered test campaigns. Play framework will be our platform
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for coding the prototype; additionally we will utilize a git repository for our version control. The
web server software will include in interface for email simple mail transfer protocol (SMTP), the
webpage logic, an access control system, database interface, and public APIs for functionality.
4.3 Prototype Features and Capabilities
The prototype will provide user authentication and allow for campaigns to be
stored within the system. It will streamline the workflow, creating a more functional system for
testing email campaigns. The prototype will have the ability to render test campaigns through
different browsers. It will also provide a backup for the email previews, the prototype will allow
a system administrator to send out emails to a specified test list. The system administrator will
also have the ability to delete campaigns and add and delete users at any level. The campaign
administrator has the ability to add contributors to campaigns that they own and edit content.
Approvers can reject campaigns waiting for approval which sends campaign back to contributor
for further editing and they can modify the status of campaigns. Campaign contributors have the
ability to edit information in campaigns they are assigned to and to copy campaign content from
one campaign to another. The prototype will generate registration emails once the system
administrator approves a non-registered user’s account. The prototype will include a user login
page, which will allow users to gain access to campaigns. The prototype will allow for the testing
of email content to be more efficient, by rendering email campaigns across different email clients
to find errors and inconsistencies. The prototype will be tested to ensure the EmVi tool interfaces
with APIs properly; the interfacing with the APIs will be done through the use of a proxy server.
It will also be tested to ensure the various user interfaces as well as any other graphical user
interfaces (GUIs) are functioning correctly.
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Version control will be automated, but a manual interface for version control will exist.
Multiple levels of testing will be conducted on the algorithms to improve the processing time of
data. A simple test email will be provided to allow users to manually check campaigns. EmVi
will be open source, however, users will be notified that there are associated costs with
interfacing with other companies, such as a content delivery network. Access control will be
implemented using industry best standards.
4.4 Prototype Development Challenges
Development of algorithms that will improve processing time of data in a short period of
time could become a challenge, however, the software development team will implement
multiple levels of testing in an attempt to find the fastest working solution. Automatic version
control might not work in all cases, a manual interface will be provided for users to utilize.
Rendering of the test campaigns is incorrect or does not function, the ability to send out a test
email will be provided and the users will manually check the campaigns from this email.
Prototype will be open source, marketing teams will be responsible for maintaining and
extending the scope of the solution, the software will follow industry best standards for coding
and APIs will plug into a proxy. Completing development of integral and creative aspects of the
tool, such as integration between the prototype and Exact Target’s deployment and Drupal’s
content management system APIs.
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Glossary
Access Control- security features that control who can access resources in the operating system,
selective restriction.
Administrator (Admin) - has the ability to create and remove new contributors as well as
restrict their access.
Analytics- is the process of transforming data into meaningful patterns to help in the decision
making process.
API-Application Programming Interface
Approval Chain- the series of steps necessary for an email to be authorized and distributed.
Approval Tracking- is specific to a workflow, the workflow action to perform when a user sets
an approval type.
Authentication- the process of identifying an individual, usually based on a username and
password.
Azure- a Content Distribution Network (CDN), a Microsoft product that allows you to build,
deploy, and manage applications globally.
Campaign Filter- allows campaigns to display based on criteria that
are chosen by the user.
Campaign Search- searching for the content of a campaign (content
browsing).
Content Distribution Network (CDN) - or delivery network is a large
system of servers that allows for faster and more efficient delivery
of content to end-users.
Contributor- has the ability to read, write, and edit content.
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Customize-changing or altering to fit current needs.
Database-a collection of information organized in a manner which allows for efficient retrieval.
Dynamic messaging- the use of variable content to fill particular sections of an email message.
Some examples are using first name personalization or product name insertions within the body
of a message.
Drupal- a Content Management System (CMS) that allows for easy organization, management,
and publishing of content, with an endless variety of customization.
ECMS- Email Content Management System
Email Campaign- a single instance of an email sent to a list of email addresses. Campaigns
may include multiple sends and multiple messages.
Email Client-a computer program used to access and manage a user’s email.
Email header- the data that appears in the header of an email message, usually consisting of to
and from email addresses, email subject and IP-level tracking information.
Email Marketing- usually done by a company to directly market a commercial message for
promotional or notification purposes to a group of consumers through the use of email.
Email Message- a single email received to an email address within a campaign. A message
contains a multipart, alternative message which includes an HTML and text file.
ESP- Email Service Provider
Exact Target- a provider of data driven marketing solutions for email content creation, list
management, etc. This company is capable of integration with CDNs.
HTML Email- a subset of HTML that is not well defined and can sometimes have differing
results depending on the email client in which it is viewed in. Some email clients do not support
HTML Email at all.
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Integrative-combining or unifying.
Litmus- a company that allows for the rendering and testing of email across various email
clients. Also, email analytics, spam filter tests, and page tests can be performed.
Metadata- is descriptive data about campaigns and images that can be used to search for
content.
Multipart, Alternative- an email that includes both an HTML and text version. The email client
determines which version to display.
Open Source-is computer software made available publicly and free of charge.
Outsourcing-the contracting of internal business processes to a third party organization.
Permissions-or rights, are characteristics given by users or network administrators that prevent
or allow access to files on a computer network.
RACI Chart-Responsible, Accountable, Consulted, Informed. This chart displays the various
roles and responsibilities required in completing tasks for a project or business process.
Simple Mail Transfer Protocol (SMTP) - an internet protocol for sending and receiving email
messages.
Version Control- a system to record changes that are made to a campaign. This grants the
ability to restore the campaign to a previous version if necessary.
Web Application- is an application that is accessed over the internet usually through a web
browser. This allows the application to be used on multiple platforms.
Web Server-the hardware or software that helps deliver web content and can be accessed
through the internet.
Workflow- a series of connected steps to complete a process
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References
Balegno, S. (2011). 2011 email marketing benchmark report. Retrieved from
http://www.marketingsherpa.com/2011EmailBMR_ExecSummary_Final_101110.pdf
Campaigner email marketing service. (n.d.). Retrieved from
http://www.campaigner.com/index.aspx
Email delivery and spam filter testing, inbox deliverability. (n.d.). Retrieved from
http://www.emailreach.com/Default.aspx
Email testing and email marketing analytics- litmus. (n.d.). Retrieved from http://litmus.com
Email testing and email preview- email on acid. (n.d.). Retrieved from
http://www.emailonacid.com
Merkle. (2011). view from the digital inbox 2011. Retrieved from
www.jonrognerud.com/docs/Merkle_Digital_Inbox_2011.pdf
Radicati Team. (2012). Email market, 2012-2016. Retrieved from
http://www.radicati.com/wp/wp-content/uploads/2012/10/Email-Market-2012-2016Brochure.pdf
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Radicati Team. (2012). Email market, 2012-2016, executive summary. Retrieved from
http://www.radicati.com/wp/wp-content/uploads/2012/10/Email-Market-2012-2016-ExecutiveSummary.pdf
Schwartz, D. (2011, November 15). Roi comparison across media channels-email marketing
wins by a landslide. Retrieved from http://www.sosemarketing.com/2011/11/15/roi-comparisonacross-media-channels-email-marketing-wins-by-a-landslide/
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