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Dyn Research: How Enterprise Customers Use Email Delivery

As we mentioned in an earlier email delivery research post, Dyn sends over a billion emails a month through more than 300 enterprise-level customers.

In this post, we’ll explore the sending patterns of our customers and segment our email customers into three distinct buckets: customers who use our enterprise Email Delivery service to send bulk emails, transactional emails, or a combination or both.

The analysis was based on the amount of email our customers send during the top 10% of their busiest sending hours.

Dyn Research Post: Email

Transactional vs. Bulk Email

First, let’s distinguish the difference between transactional and bulk email sends. Transactional email can be classified as any message sent after the recipient makes a particular action. For instance, a customer could receive a transactional message after they sign up for a newsletter, purchase something online, or request help with their password. Transactional messages are unique to each recipient and are even usually expected by the recipient.

Bulk email differs from transactional in the way that it is “push” rather than “pull,” meaning that while recipients “pull” a transactional email by completing a certain action, bulk emails are “pushed” out to recipients by the sender. The most common form of bulk email is a company newsletter. Bulk emails are sent out to large lists at one time and may not have any information that is unique to the recipient.

Customer Sending Habits

As a refresher, our hourly traffic is distributed across the day with peak hours between 12 GMT to 19 GMT. Hence, it is important for us to understand the sending patterns of our customers.

The key metric that we used to segment our email customers was the volume of email sent by the customers in their top 10% busiest hours, so essentially the top 17 busiest sending hours for each customer out of the total of 168 hours in a week. This allowed us to classify our high volume email customers into three buckets:


Customers who send more than 70% of their total email in their top 10% hours. These customers depend on our ability to deliver emails in bulk to their mailing list/end users. Some of our biggest names here are JustFlowers, CruciaLogic, Oakshire Financial, and Brick Mill Media. We classify 26% of our customers to fit in this bucket.

Transactional (Event-Based)

Customers who send less than 30% of their total email in their top 10% of hours in terms of volume. About 42% of our customers fall into this bucket. Some prime names being Seeking Alpha, Box, and WeTransfer.

Transactional and Bulk

The remaining customers send between 30%-70% of their total email during their top 10% busiest hours. These customers are using us for both their transactional and bulk needs, and about 32% of our high-volume email customers fall into this bucket. Some of our major customers here being SkillPages, WestJet,, Daily Secret, and Quibids.

The chart below summarizes the distribution of these customers:

Dyn Research Post: Email

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Kyle York
Whois: Kyle York

Kyle York is GM & VP, Product Strategy, and has been a long-time executive, having joined in 2008. Over the years, he has held go-to-market leadership roles in worldwide sales, marketing, and services. In his current role, Kyle focuses on overall corporate strategy, including: positioning and evangelism, new market entry, strategic alliances and partnerships, M&A, and business development. Outside of Oracle Dyn, Kyle is an angel investor, entrepreneur, and advisor in several startups.