1124822 - [Firefox + You] Net Neutrality One-off Email

Status: RESOLVED FIXED

(Marketing :: Design, task)

Description

[Ben Niolet]

>>Project/Request Title:
[Firefox + You] Net Neutrality One-off Email

>>Project Overview:
We're participating in MoFo's Net Neutrality campaign by sending a one-off email to the Firefox + You audience (EN-US only). MoFo will be getting us started on content and call to action (something like sign a petition, call your senator, etc). We'll want to make sure this message makes sense and fits in-line, visually, with other content we send to FF+You. 

>> Creative Help Needed:
Copy:    Yes 
Design:  Yes 
Video:   No 
Other:  No

>>Creative Specs:
The final deliverable is a PSD, suitable for slicing. The email will use the Firefox and You header and footer and basic layout. Visuals and images will depend on the copy. 

>>CTA and Design:
Copy is pending and I will update the bug as more information becomes available. 

>>Creative Due Date:
2015-02-13

>>Launch Date:
2015-02-18

>>Mozilla Goal:
MoFo

>>Mozilla Creative Collective:
No

>>Points of Contact:
[e-mail], [e-mail], [e-mail], [e-mail], [e-mail], [e-mail], [e-mail],

Comment 1

[Jennifer Balaco]

Hi Ben, 

Do you have an idea of when copy will be provided? Just trying to get an idea in order to make sure timing works for Matt. Thanks!

Comment 2

[Ben Niolet]

I just asked the team about this. I had asked for two weeks and am told we'll get that amount of time. So our send date is Feb. 18. I'd like to plan on getting copy to you guys on or about Feb. 4.

Comment 3

[Jennifer Balaco]

Great! Thanks for the update.

Comment 4

[Ben Niolet]

I wanted to provide a little more information about our plans to help everyone with timing and scheduling. 

We want to run a 4-version split test with that email. That means we're going to have two versions of the copy and two designs. 

Version 1 will be typical of a MoFo style campaign and have one callout image. It will basically look and feel like the email in this doc: 
https://docs.google.com/document/d/1PC8ZKQ-ifwUW3gz06Nvb0W03uHB7My4EqtPCwaKMNWw/edit?usp=sharing

Version 2 will be the same text as above but in the Firefox + You design style (hero image, text, call to action button). 

Version 3 will be short, Firefox + You text (about 3 paragraphs) but with the MoFo design as above. 

Version 4 will be short, Firefox + You text with the Firefox and You design (hero image, text, call to action button). 

The idea of all this is to help us isolate and understand what helps us talk to our Firefox + You audience with these types of calls to action. 

Copy Deadlines: 

MJ is working on the copy now. She will have a draft of the FF+You style text ready for review by Wednesday Feb. 4. The longer text will be ready for review Friday, Feb. 6. 

Images: 

MoFo studio will provide imagery for the callout (versions 1 and 3).

MJ will provide some imagery / concepts for MT to work with for versions 2 and 4. 

Schedule

We still want to send the final version on the 18th. I would think we'd want to run the test the day before. 

This is a lot of info. Does anything not make sense? Did I forget something.

Comment 5

[Andrea Wood [:andreawood]]

Hi Ben, this sounds good. For the callouts would you like the colors / font to conform to the existing FF&Y newsletter template / brand? Or are you suggesting we go with sandstone / red theme that studiomofo has established for the landing page and callouts for our own list? We're open to whatever you think will make for a good test. I do recommend the button stays "red" though :)

Comment 6

[Ben Niolet]

I'm fine for the theme that studiomofo created for the campaign for the callout box.

Comment 7

[M.J. Kelly]

Hi MT,

Ben and I have a concept for the header image for versions 2 and 4, the Firefox + You template look.

It's a figure 8 that resembles a loading circle. See my VERY HACKY sketch attached below. The 8 relates to there being 8 days left until the FCC vote. The loading aspect emotes what our web experience could be like without net neutrality.

Words of caution:

- It can't look like a broken image to the user, and we want to ensure they don't think there's something wrong with their email. 
- Definitely should not be black. That just happens to be the color of the graphic I grabbed of the web. Let's put it in our brand colors.
- It should probably be offset, not centered as a true image-loading icon would appear.
- To further disrupt the feeling that it's a broken image/email problem, we'll add text to the graphic: 8 days until the Internet changes forever.

As a head's up, once it's finalized, we'd also like this image to be repurposed for social media. 

Copy to come!

Thanks, and let us know if you have any thoughts/feedback/questions.

Comment 8

[M.J. Kelly]

Attachment: email-header-sketch.png

Comment 9

[mternoway]

Hey MJ, I like the concept. I think I can bring into our Firefox branded look. To clarify, can this be any generic circular loading graphic or is there a specific reason it looks like that?

Comment 10

[Ben Niolet]

Hi Andrea / Kelli. The FF+You-style text is ready. Can you give it a quick fact check for us? 

https://docs.google.com/a/mozilla.com/document/d/1s_sHERsBe0GaWuf9a8MrgPmhUoeoeLUawTOcXEbs8rI/edit?usp=sharing

Comment 11

[Andrea Wood [:andreawood]]

I reviewed it, and shared it with Dave as well. The copy looks good. It might be good to check if using "urgent" in a subject line will trigger spam filters.

Comment 12

[M.J. Kelly]

(In reply to mternoway from comment #9)
> Hey MJ, I like the concept. I think I can bring into our Firefox branded
> look. To clarify, can this be any generic circular loading graphic or is
> there a specific reason it looks like that?

We want it to be a mashup of a figure-8 and a loading circle(s). It doesn't need to look just like my mock-up. (goodness no!) It may make sense for just one part of the circle to be broken. or both. We don't know, but we have every confidence in you making it look better than what I've done.

Comment 13

[Ben Niolet]

Regarding "urgent" in a subject line: our overall deliverability and reputation are good, but I agree that it might be an unnecessary risk. ExactTarget has a content tool, but it tends to always flag things like "free" and "urgent" and "herbal supplements" (last one was a joke, although that is a pretty fast way to not get delivered)

Comment 14

[M.J. Kelly]

Hey team,

The editorialized copy for versions 1+2 is ready: https://docs.google.com/a/mozilla.com/document/d/1OFj6_IPH6U5Pnf8DeBNIQRoiPXvfUp1MO1YzOnn2uCk/edit. We'd like to get this into production tomorrow.

The subject needs to be the same across all the messages. I pulled the initial ones from the first email you drafted, Andrea. Let's settle on one:

1. An important message about net neutrality
2. Time is running out for net neutrality
3. We have 8 days before it’s too late
4. Just 8 days left to fight for net neutrality

I can write a pre-header once we select the subject.

Comment 15

[Andrea Wood [:andreawood]]

Let's go with "important message" if that works for you guys.

Also is this message not going to be signed by Mark? I ask because it's in his voice and reads like a personal email (which is purposeful). Originally the idea was to send this with a "lift note" that introduced Mark.

Comment 16

[Ben Niolet]

I don't think we can go with a signed message this time. It would add a third testing variable and I don't think we can pull off six splits. The thinking is, let's nail down which design and copy format works. Next time it makes perfect sense, then, to test signed vs. unsigned.

Comment 17

[Andrea Wood [:andreawood]]

okay, thanks Ben. The reason this style of action alert is so effective is because it includes a saluation and a signature -- it comes from an authority figure as a "personal appeal to take action." Email appeals signed by humans almost always outperform those that don't. I would have recommended a different approach if I'd known Mark's signature was to be excluded, but I understand we'll still learn from these tests as is (and time's short).

Comment 18

[Ben Niolet]

I understand. I think the opportunity going forward though is for us to keep iterating and learning until we have this perfected.

Comment 19

[Ben Niolet]

I want to make sure proofs of these emails go to everyone who should get them. 

Andrea and Kelli, MJ, Michaela, Matej (from MoCo Creative) are obvious. Who else should I add to the proof list for all four splits?

Comment 20

[Kelli Klein]

Hi Ben! Great question! I spoke with some of our main MoFo folks and Dave Steer and Paul Johnson would like to be included as well.

Comment 21

[Matej Novak [:matej]]

(In reply to Ben Niolet from comment #19)
> I want to make sure proofs of these emails go to everyone who should get
> them. 
> 
> Andrea and Kelli, MJ, Michaela, Matej (from MoCo Creative) are obvious. Who
> else should I add to the proof list for all four splits?

Let's add Mary Ellen to this one as well. Thanks.

Comment 22

[Ben Niolet]

Done. Thanks all. The names have been added to my general proof list so you / they may get some unrelated proofs here and there. 

After the net neutrality campaign, I'll remove anyone who wants off the list.

Comment 23

[mternoway]

Attachment: firefox_net-neutrality_newsletter_600x300.png

Hi all, I've attached a potential graphic for us to use to represent the 8 day count day. The concept is based off of MJ's idea to utilize two circle loaders to make up the number 8.

Also want to share another possible direction. Lee has recently worked on a social post that could work in this space as well. http://cl.ly/image/2c0v3E0I3m1Z

Comment 24

[M.J. Kelly]

Speaking for Ben and me, we love the blue 8 graphic! Very nicely done. We'll get it over to DEG. 

Thank you!

Comment 25

[Matej Novak [:matej]]

(In reply to M.J. Kelly from comment #24)
> Speaking for Ben and me, we love the blue 8 graphic! Very nicely done. We'll
> get it over to DEG. 
> 
> Thank you!

Just one note: The I in Internet needs to be a capital.

Matt, can you update?

Comment 26

[mternoway]

Attachment: firefox_net-neutrality_newsletter_600x300.png

Thanks for catching.