[Infographic] Get Ready for Black Friday & Cyber Monday 2015

The holiday season always manages to sneak up without warning. Halloween is fast approaching in just two months and Thanksgiving and Christmas follow right behind it.

Marketers: don’t let this time of year stress you out! We’ll be releasing a five part holiday content series aimed at making marketers’ lives much easier. Continue reading

Email Recruiting

How Email Marketing Can Help With Recruiting

This is a guest post from Aleksandr Peterson, Technology Analyst at TechnologyAdvice

Recruiting is tough. Unless you’re on the Fortune 500 list, you probably don’t have hundreds of applications streaming in every week for a single opening, especially if it’s a high-level position with unique skill requirements (such as a front-end web developer). Continue reading

5 Examples of Contextual Email Marketing

5 Examples of Contextual Email Marketing

This year has seen a lot of marketing trends come and go, but one of the most important ones has been context. When we’re talking about customer context, we’re actually talking about the new reality of email marketing: customers could be anywhere and doing anything when they’re checking their email. Continue reading

Back from Experian Client Summit

6 Reasons We’re Excited to Be Back From Experian’s Client Summit

They say ‘What happens in Vegas stays in Vegas’. But last week, the Movable Ink team returned to New York City from the Experian Client Summit with some news worth sharing.

One of the conference highlights was the 2015 #SuiteLife Awards ceremony, which was live streamed from the main stage on the last day of the conference. The awards showcased brands whose email campaigns stood out for creativity, innovation and most importantly – delivering results.

Out of a large field of contenders from the Experian client base, we were excited to see that a resounding 6 out of 9 SuiteLife Award Winners were also valued Movable Ink clients!

While we were directly involved in powering the campaigns for some of the winners, including Boden (who won for Real-Time Contextual Marketing), we salute and celebrate alongside all of the winners.

Movable Ink is proud to be working with the following clients that won a SuiteLife Award in various contest categories for email marketing innovation and excellence:

  • Boden / Real-time Contextual Marketing
  • Bass Pro Shops / Insight to Interaction
  • American Eagle Outfitters / Cross Channel
  • Foot Locker / Mobile
  • SiriusXM / Creative
  • Finish Line / People’s Choice

We also want to congratulate the other SuiteLife Award winners for their noteworthy, award-winning campaigns:

  • Modi Media / Data for Good
  • Neiman Marcus / Innovation
  • DirecTV / Acquisition

While the conference was a blast, these 6 clients give the Movable Ink team a reason to celebrate after returning home. Hats off once again to our clients for pushing the boundaries of email marketing and to all of the winners!

To learn more about Boden’s campaign, which drove a 2,000% increase in revenue-per-email from nearly 20,000 dormant customers, download the full case study here.

New York Meetup

Founder Stories: A Session with Vivek Sharma

Every startup has a story. Some are longer than others, but at their core they all contain a ‘lightbulb’ idea, lots of hard work, and a dynamic individual (or individuals) who keep the dream alive.

Our co-founder and CEO, Vivek Sharma, has long been active in the Lean Startups Meetup (which has now become the Founder Stories Meetup). This Meetup group is dedicated to sharing what makes startup founders ‘tick’ and how they overcame challenges to succeed.

Tonight, Vivek will share his story. Come learn with us! 

Founder Story: Vivek Sharma of Movable Ink

Wednesday, Aug 12, 2015, 7:00 PM

Neo Innovation
22 W. 21st St, 8th floor New York, NY

50 Members Attending

I wanted to announce a new name and format for our meetup group, as well as our first speaker.Over the last 5 years, the Lean Startup meetup has had phenomenal speakers, but our favorite part has been the intimate conversations with startup founders.We’ve renamed the group “Founder Stories,” and that is what we are going to focus on.  We will si…

Check out this Meetup →

Quizzes and Context

[Webinar] Quizzes and Context: Generating Leads and Turning Them into Customers

Are You More Mary Poppins Or Maria Von Trapp? Can We Guess Your Zodiac Sign Based On Your Favorite TV Show?

These are both real Buzzfeed quizzes (you can take them here and here, respectively), and while you may not know your results (yet), you probably do know that online quizzes have made a major comeback.

Don’t believe us? The numbers speak for themselves. 2013’s most popular story on NYTimes.com – posted two weeks before the new year – wasn’t actually an article, it was a quiz about, “How Y’all, Youse and You Guys Talk.” “What City Should You Actually Live In?” has been viewed more than 20.5 million times as of today.

However, quizzes aren’t just fun and games – they’re great tools for generating leads. But how? And what do you do with these leads once you have them?

Boombox and Movable Ink are hosting a webinar, Quizzes and Context: Generating Leads and Turning Them Into Customers, on Thursday, August 20 at 1pm EST. We’ll go through how to use quizzes to meet your lead generation goals and nurture those leads with contextually relevant email. We’ll even take a look into how you can progressively profile your leads without leaving the inbox.

Register today to save your spot!

via NOAA's Geodesy Collection

Serving Files: S3 and High Availability

At Movable Ink we heavily use Amazon S3 for storing millions of files and serving them to hundreds of millions of users. It has a number of very compelling qualities: it has great performance characteristics and durability guarantees of a blistering eleven 9’s—they replicate our data in such a way that in theory there is 99.999999999% object retention.

However, durability and uptime are not one and the same, as many S3 customers found out when an internal configuration issue impacted services on Monday morning. The problem affected buckets in the US Standard S3 region, the most commonly used US S3 region.

We’re pretty conscious about potential single points of failure, and tend to have redundancy at multiple tiers: each layer is spread across multiple hosts which are interconnected at multiple points to the layers above and below it. This manifests as multiple load balancers, app servers, and availability zones, with the entire setup replicated across geographically separate datacenters thousands of miles apart. With all of that redundancy, of course we want our S3 serving to also be redundant.

S3 buckets are tied to a geographical location, and most correspond to one of Amazon’s datacenters. However, US Standard stores data on both the east coast and west coast. Given that it can be accessed from either coast, my first concern was around consistency: what would happen if you were to write data on one side and then immediately try to read it from the other? We tested it and it was oddly consistent, which seemed strange since it was serving from two different regions.

It turns out there is no replication happening. It actually only writes to the region of the endpoint you use while writing:

Amazon S3 automatically routes requests to facilities in Northern Virginia or the Pacific Northwest using network maps. Amazon S3 stores object data only in the facility that received the request.

Given this, we should really be treating US Standard as a single point of failure. So how can we make it redundant?

The strategy we take is to store data in different S3 regions, then come up with a way to point users and our backend services at whichever region is currently active. AWS actually has a couple of tools to facilitate the former. S3 supports file creation notifications to SNS or SQS, and you could set up AWS Lambda to automatically copy files to a different region. But even better than that, a few months ago Amazon released Cross-Region Replication to do exactly what we want. Setup is simple:

  • Turn on versioning on the source bucket. This comes at an extra cost since you pay for all previous versions of your files, but since we’ve already decided that this data is very important it’s worth it. After all, we’re talking about doubling our storage costs here.
  • Turn on cross-region replication. As part of the setup, you’ll create another versioned bucket in the destination datacenter and an IAM policy to allow data transfer between the two.
  • Do a one-time manual copy of all of your files from the source bucket to the destination bucket. Replication only copies files that are added or changed after replication is enabled. Make sure the permissions are identical.


Now every time we add a file to the source bucket, it is (eventually) replicated to the destination bucket. If all of our access is through our backend services, this may be good enough since failing over is a simple configuration change. But many of the references to our S3 buckets are buried in HTML documents or managed by third parties. How can we make it easy to switch between the buckets?

Our initial idea was to just set up a subdomain entry on a domain we control to CNAME to our S3 bucket, then do failover with DNS. S3 allows this, with one big caveat: your bucket must be named exactly the same as the domain. If you want to reference your S3 bucket as foo.example.com, your S3 bucket needs to be named foo.example.com.s3.amazonaws.com. Combined with S3’s restriction that every bucket name must be unique across regions, only one bucket can ever be referenced from foo.example.com so this doesn’t work.

Amazon has a CDN service, Cloudfront, which allows us to set an S3 bucket as an origin for our CDN distribution. We can then CNAME our subdomain to our Cloudfront distribution’s endpoint. In the event of a regional S3 failure, we can update Cloudfront to point to our backup S3 bucket. And you can either turn on caching and reap some latency benefits, or set the time-to-live cache setting to zero to act as a pass-through.

We would have preferred to set up two Cloudfront distributions and switch between them with DNS, but Amazon has similar restrictions disallowing two distributions from having the same CNAME. Still, this setup still lets us respond to an S3 outage in minutes, routing traffic to an unaffected region. In our tests, the failover can fully complete in between 5-10 minutes.

Building applications in the cloud means expecting failure, but it’s not always straightforward, especially when using third-party services like S3. Even with our final setup, it’s not completely clear what Cloudfront’s dependencies and failure modes are. But importantly, we control the DNS so we can implement our own fixes rather than waiting for Amazon.

If you’re interested in working on challenging problems like this, check out Movable Ink’s careers page.

– Michael Nutt, CTO