Lab 2- EmVi, Email Viewer, Email Content Management System Product Description
LAB II – PRODUCT SPECIFICATION OUTLINE
Prototype Product Specification for EmVi
Prepared by: Tamara Jones, Orange Team
Date: November 17, 2013
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Lab 2- EmVi, Email Viewer, Email Content Management System Product Description
Table of Contents
1. Introduction .........................................................................................................................3
1.1 Purpose…...…………………………………………………………………………....5
1.2 Scope……………….……………………………………………………………….....8
1.3 Definitions, Acronyms, &
Abbreviations………………………………………………………………………...16
1.4 References…………………….………………………………………………….......17
1.5 Overview……………………………………………………………………………..24
2. General Description .............................................................................................................3
2.1 Prototype Architecture Design……………………………………………………….17
2.2 Prototype Functional
Description………………………………………………………………………...…18
2.3 External
Interfaces………………….……………………………………………………….....17
List of Tables
List of Figures
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Lab 2- EmVi, Email Viewer, Email Content Management System Product Description
1. Introduction
In the age of social media, texting, instant messaging, tweeting, and blogging is
prevalent, email marketing has proved to be essential. Email marketing is a form of direct
marketing that uses the same approach as telemarketing and postal mail and has proven to be just
as successful as these methods. Specifically, email marketing is usually done by a company to
directly promote a product or service, and provide notification to consumers through the use of
email. Furthermore, with the abundance of email accounts steadily increasing worldwide, email
marketing has proved to be important. “The number of active email users is 2.2 billion
worldwide with an average number of email clients used per consumer is 2.01” (Radicati Group).
In addition, studies have shown that at least 31% of consumers check their email often, in excess
of four times daily (Merkle).
Yet another reason email marketing is substantial is that companies are seeing a 4000%
Return on Investment (ROI). Companies are increasing their campaign budgets and this is
evident because 1.3 billion was spent on email marketing in 2012 and is steadily increasing (SOS
Emarketing, Radicati Group). The interest of group members of the CS410 Orange Team was
piqued because research was conducted and it was found that email marketing is lucrative for
many companies who provide these services. While researching, it was discovered that many
organizations are able to render email marketing campaigns well and have created a niche.
However, it is also apparent that the process of creating email content is time consuming and
complicated. Group members of the CS 410 Team Orange have decided to streamline this
process by offering an Email Content Management System that allows for integration,
centralizes development, and allows end-to-end testing to be done independently.
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EmVi or Email Viewer is the global solution that will provide email marketing content
management, testing, and campaign distribution.
1.1 Purpose
EmVi's purpose is to be used as a stand-alone system that at the same time allows for
integration. Emvi will be able to be utilized on one system, a user's own personal computer or
laptop or can be used on a larger scale by a company. Specifically, this tool will link with the
Application Programming Interfaces (APIs) of other companies and allow them access. In
addition to this feature, users of the tool can upload campaign content and view images across
various email clients and web browsers. This is important because this will allow users to self
edit and ensure content is rendered properly, to their liking, and error free.
With EmVi eliminating the need for outsourcing, the processes involved in email
campaign marketing becomes hassle-free. Also, many benefits are clear-cut which include costs
being reduced in campaign development and time delays being decreased. Tool EmVi's
objective is to automate various functions that again were being outsourced. Overall, users act as
quality control and testers. Individuals are able to repeatedly view email marketing campaign
designs and ensure they are accurate. In addition, users are able to initiate the generation of
preview images as well as upload content such as files, text, or images. Moreover, tool EmVi
will provide automation for version control which is especially important with users being able
to edit independently. Finally, individuals are able to send test emails which also becomes
automated through the use of EmVi.
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1.2 Scope
With the time allotted, implementing a full real world solution will be challenging;
however, CS 410 Team Orange has identified that the competition are actually the respectable
companies whose functionalities we will interface with. These companies mainly focus on
content distribution, content management, and testing. EmVi is unique in that it will provide all
these functions in one tool. Table 1 shows our competition matrix as well as identifies tool
EmVi. Table 2 shows the RWP versus the Prototype and what will actually be within EmVi’s
scope.
Table 1. Competition Matrix
Table 1 outlines the features and capabilities of the various companies in which EmVi
will interface with. Specifically, the table identifies the companies who specialize in content
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management, who are considered CDNs, and who perform testing. Table 2 shows the RWP
versus the Prototype. This is especially important because the table clearly defines what is in the
scope of tool EmVi.
Table 2. RWP vs. Prototype
EmVi is an email content management system that will interface with the APIs of
creditable companies and will streamline the testing and development process. EmVi intends to
render email testing. Overall, EmVi will reduce errors, reduce costs, and decrease time delays.
EmVi also sets to accomplish the display of a Graphical User Interface (GUI) with various user
role interfaces, display the functionality of login page, and provide the capability of a user to
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receive a registration email. The Email Viewer will also provide the capability of a database that
will automate access control and version control. Tool EmVi will automate the distribution of
test emails and will allow the viewing of rendered email marketing campaigns within the tool.
EmVi will be customizable for the user because it is able to function on a single system or on a
larger scale by an organization.
With the time allotted, implementing a full real world solution will be challenging;
however, CS 410 Team Orange has identified that the competition are actually the
respectable companies whose functionalities we will interface with. These companies mainly
focus on content distribution, content management, and testing. EmVi is unique in that it will
provide all these functions in one tool. Table 1 shows our competition matrix as well as
identifies tool EmVi. Table 2 shows the RWP versus the Prototype and what will actually be
within EmVi’s scope.
1.3 Definitions, Acronyms, & Abbreviations
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: The workflow action to perform when a user sets an approval type.
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Authentication: The process of identifying an individual usually based on a username an
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): A 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.
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: Is 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
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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.
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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1.4 References
Campaigner - Email Marketing Made Easy. J2 Global, 2013. Web. 04 May 2013.
<http://www.campaigner.com/>.
Drupal – Open Source CMS. Dries Buytaert, 2013. Web. 08 May 2013.
<http://www.drupal.com/>.
"Email Market, 2012-2016." Radicati.com. The Radicati Group, Inc., 22 Oct. 2012. Web. 04 May
2013. <http://www.radicati.com/?p=8963 >.
Email On Acid - Email Testing and Email Preview. Email on Acid, 2013. Web. 04 May 2013.
<http://www.emailonacid.com/>.
Email Reach - Email Delivery and Spam Filter Testing. EmailReach.com, 2013. Web. 08 May
2013. <http://www.emailreach.com/>.
Exact Target – Email Marketing and Cross Channel Marketing. Exact Target, Inc., 2013. Web.
08 May 2013. <http://www.exacttarget.com/>.
Litmus - Email Testing and Email Marketing Analytics. Salted Services, 2013. Web. 08 May
2013. <http://www.litmus.com/>.
Schwartz, David. "ROI Comparison Across Media Channels - Email Winds by a Landslide."
SOSEmarketing.com. SOS Emarketing, 15 Nov. 2011. Web. 04 May 2013.
<http://www.sosemarketing.com/2011/11/15/roi-comparison-across-media-channelsemail-marketing-wins-by-a-landslide/>.
"View from the Digital Inbox 2011." Merkle.com. Merkle Inc., 14 Jul. 2011. Web. 04 May 2013.
<http://www.jonrognerud.com/docs/Merkle_Digital_Inbox_2011.pdf >.
"2011 Marketing Sherpa Email Marketing Benchmark Report." MarketingSherpa.com.
MarketingSherpa LLC, 07 Dec. 2010. Web. 04 May 2013.
<http://www.marketingsherpa.com/2011EmailBMR_ExecSummary_Final_101110.pdf >.
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1.5 Overview
This product specification outlines the hardware and software that will be used for the
EmVi prototype, external interfaces, and the capabilities and features of the tool. The following
sections of this document will provide a detailed description of the hardware, software, and the
external interfaces needed for EmVi’s prototype. Specifically, features and capabilities for
securing, controlling, and managing how data is accessed and flows throughout the tool will be
included in the description of the prototype.
2. General Description
EmVi’s prototype aims to create a tool that allows email marketing campaigns to be created
and modified. This prototype will allow various users access via APIs and allow content to be
uploaded and stored such as plain text files, Hypertext Markup Language (HTML) files, and
images. Users will be able to perform testing and control quality by viewing email marketing
campaigns for accuracy. EmVi’s prototype will also provide the functionality for user logon
screens, generation of registration emails, and delivery of confirmation emails.
2.1 Prototype Architecture Design
Both the prototype and real world solution have similar major functional components. The
hardware will consist of the configuration of a virtual machine provided by ODU with a Linux
operating system. A web server and SMTP server is needed. EmVi will be customizable
allowing a user to download the tool to their personal laptop or desktop. The third-party and web
server software are still required. The third-party software, EmVi will continue to interface with
CDNs such as Azure or Amazon and test renderers such as Litmus via their APIs. SQL is the
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database engine necessary to hold all information related to users and images that are uploaded.
Importantly, the database will hold everything related to the various user roles as well as all
things related to campaigns.
The Play Framework will still be relevant because it is how EmVi will produce a modern
website using the Java language. To help with version control, Git software will also be used.
The web server software, configurations will be done to allow for an access control system for
the different user roles, the database, and the email SMTP interface. The web server software
has to interface with EmVi’s public API. This web server software is needed to implement the
webpage logic. Figure 7 illustrates the Prototype MFCD.
2.2 Prototype Functional Design
The main features of the prototype for EmVi are outlined accordingly. EmVi will include
authentication for user access, storage for files and images, and a workflow for email campaigns
to show the steps in the approval process. Also, EmVi will have an email distribution list which
will have a predefined list managed by an administrator. EmVi will have the ability to parse,
interpret, and unpack files. Figure 8 provides another MFCD model.
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Figure 8. MFCD
Figure 8 explicitly shows the functions EmVi intends to perform which include authentication,
storage, the workflow process, and an email distribution list for testing. This figure identifies the
third party organizations in which the tool will interface with. Some of the competitive
companies are Azure as CDN, Exact Target which handles deployment, Drupal, a respectable
company known for its content management, and Litmus, who is a leader in testing for email
marketing campaigns. The model shows the realistic scope of the tool.
Other capabilities that will be within our scope is that of email previewing which will include the
viewing of rendered campaigns and the testing of email campaigns. EmVi will also
have the ability to complete extensive testing. Rendering of campaigns across different email
clients to find inconsistencies and errors is essential. Testing will be done to ensure EmVi
interfaces with other APIs properly and the collection of analytics will be performed.
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Various tests also need to be done to ensure that the UIs and GUIs are functioning properly. Yet
another testing mechanism is implementing a proxy which helps to define the minimum
requirements necessary for the APIs. This provides protection against future changes (version
control).
Risk mitigation is imperative for this prototype and is another component that group CS
410 Team Orange will address. Team CS 410 Orange will create algorithms with multiple levels
of testing that will improve the processing time of data. A manual interface for version control
and a simple test email to allow users to manually check campaigns will be provided. Even
though EmVi is open source, there will be associated costs when interfacing with the APIs of
other companies; however users will be advised of this upfront. Overall, a critical component for
this prototype is that access control is implemented well.
2.3 External Interfaces
External interfaces will be limited to a standard computer and open source software.
EmVi’s website will include custom interfaces for users, email previews, and CDN. The
following sections will outline hardware interfaces, software interfaces, user interfaces, and
communications protocols.
2.3.1 Hardware Interfaces
Hardware interfaces will not be built for EmVi’s prototype. An ODU lab or classroom
computer will be used to allow a user to interface with the EmVi website via a virtual server
hosted on ODU’s network.
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2.3.2 Software Interfaces
EmVi can be accessed via a web browser by the use of a virtual machine. A Linux,
Apache, MySQL, and PHP (LAMP) software bundle is being used which are open source.
EmVi will also utilize the Ubuntu Linux operating system.
2.3.3 User Interfaces
EmVi’s main interface is accessible via a computer with an internet connection. The
website will allow users; new or existing, to register accounts, create new email marketing
campaigns, and edit and review campaigns.
2.3.4 Communication Protocols & Interfaces
EmVi is a standard web server that will interface with widely used browsers. The use of
standard TCP/IP protocols will be used for EmVi and no new protocols or ports will be required.
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