MessageGears’ Elastic Rendering = Happy I.T. Teams

Oct 21, 2021
Craig Pohan

Why Should I Care About Email Throughput?

MessageGears is obsessed with sending customer emails out as quickly as possible. Who wants to receive an email hours after the marketer intended? What’s worse? Receiving the message when it’s no longer timely, at the end of the sale, after inventory has been depleted, or when you are no longer in the market?  

For years, marketing platforms have put in solutions to schedule your email delivery or stage your audience and content to compensate for their inability to deliver email as fast as you need. The right answer is to provide a solution that will deliver as many messages per hour as your marketing program requires. Yes, MessageGears can schedule your delivery ahead of time and even schedule message delivery on a per-recipient basis down to the minute across your massive audiences. But, to get the freshest content personalized to the most up-to-date recipient attributes, you need speed. In the words of Mickey from Rocky II, “We need speed.  Greasy, fast speed!”

MessageGears was specifically designed to solve this problem. From the moment a campaign launch is initiated, the audience is being broken into digestible chunks to parallelize throughout the entire processing platform. This design enables MessageGears to scale in the areas with the most congestion and deliver to your customers at whatever level the brand desires. Of course, you need a world-class deliverability team to achieve the highest results, but thankfully MessageGears has an internal team capable of scaling throughput for the largest messaging customers in the business.

A standard marketing platform will provision capacity based upon a brand’s throughput. The capacity is typically capped at upwards of 6-8 million messages per hour. Typically, this is more than plenty for basic use cases and regular cadence emails. But what about Super Senders? How does a brand interact with its entire audience (50-60 million subscribers)? Sadly, the answer is it will take lots of time (up to 10 hours) to accomplish this on traditional cloud marketing platforms.   

MessageGears supports this capacity limitation model while onboarding customers for deliverability purposes. The desired behavior is a smooth steady stream of messages being delivered across ISPs to warm the underlying IP address. A standard delivery profile for this type of capacity limitation is shown below. Upon campaign launch, the systems scale up to a fixed capacity (in this case, 2 million messages per hour) and continue to deliver at that rate until the completion of the campaign. As anticipated, a marketing campaign to 20 million subscribers takes approximately 10 full hours to complete.

Once the customer’s IP addresses are warmed, MessageGears can start ramping up throughput to meet the marketing program requirements. The delivery profile below shows the MessageGears platform adjusting to the scale of the campaign while delivering. It’s important to note this is the exact same customer, but only after their IP addresses have been warmed to ensure proper deliverability. The immediate item to notice is once the campaign launches, the platform will baseline at approximately 9 million messages per hour (which is typically the maximum for other traditional marketing platforms). However, in this case, there are 26 million subscribers that the platform detects and begins scaling accordingly. The platform continues to scale up through 24 million messages per hour to yield a processing time of 1 hour and 21 minutes. 


What marketing programs can you imagine delivering if your vendor could deliver massive, timely scale? Even if you need more than 24 million messages per hour, no problem. MessageGears can adjust the delivery scale to meet any business need. Not to mention, we test our system at 100 million messages per hour! 

About the Author

Craig Pohan

Craig is the Chief Technology Officer at MessageGears responsible for all product, engineering and operations teams. Craig has a 20-year background delivering advertising and marketing technology solutions to enterprise clients. Craig spent 15 years competitively racing sailboats along the Eastern US and now lives in Atlanta with his wife and kids.