1295772 - New CRM/Email Marketing Request: Add-on developer relations

Status: RESOLVED FIXED

(Marketing :: Email, task)

Description

[Amy Tsay [:amyt]]

>> What kind of relationships are you looking to develop?
Add-ons enable people to personalize their browsing experience, and they are currently a priority for the Firefox team. There are tens of thousands of add-ons, almost all of which are created by a community of third-party developers. Getting more developers to create more add-ons is crucial to the ecosystem and users' engagement with Firefox.

>> What will you do with these relationships?
The add-on developer community is and has been under some stress due to the ongoing modernization of Firefox and add-on technologies. e10s, WebExtensions, xul deprecation, and signing all require developers to update their add-ons. Some developers will have to update more than once to keep up. Others will not be able to at all, because WebExtensions won't be able to provide the APIs they need to replace their XUL add-on. You can read more about it here: https://wiki.mozilla.org/Add-ons/developer/communication

Using a CRM system, we hope to be able to better keep developers up-to-date on what's happening, give them ample warning when a change is going to happen, and provide general engagement and support.

>> In this a new email program request?
Yes

>> Cadence of planned email engagement
Random

>> What initiative does this support?
Firefox desktop retention

>> Do you currently have a way to solve for this?
Before the CRM and the first email campaign went out last week (supported by Jess), we did DB queries for emails based on whatever criteria we needed, then filed a bug for our sysadmin to send a text email blast.

>> What are the pain points in the current process?
No tracking, no visibility into database.

>> What are the perceived benefits to changing the process?
Serve our developers better by sending targeted and timely communications to them.

>> How will success be measured?
Number of add-ons ported to WebExtensions, number of add-ons becoming e10s compliant, etc.

>> What is the risk to not doing this?
We go back to not communicating very often and doing outreach a bit blindly.

>> What does success look like?
Developer community health improves--more positive comments and engagement in our communication channels, more add-ons written and updated. 

>> How many people will need access to the CRM platform?
Andrew Morales has this info.

>> How large is the data set?
30,000 contacts

>> When is this program needed?
2016-08-16

Comment 1

[Amy Tsay [:amyt]]

Here is the planning doc for the promotion we are running for Fx49. We'd like the email about it to go out on Sept. 13. https://docs.google.com/document/d/1UEZC-TxFfOIfCZb_PI-xWXYTLKaG1n6UZn8r3BSV9HE/edit#heading=h.wpyd7r8ets28

Comment 2

[Jessilyn Davis]

Calling this particular case solved.

Amy & team have Cirrus Training and Mass transactional training. When you're ready to talk promotional mass emails - file a new crm bug and we'll get 'er started.


Guidance on promotional vs. transactional emails here:

https://docs.google.com/document/d/1sFYvh_PlF3wb2JYOv4e4ChrsmEDWkF_ynG7ZixXjqb4/edit#heading=h.w7aqek6v1mx1


When you want to send a mass trasactional email, here are the steps (please allow 2 weeks to complete*):

1) File an Email/CRM bug:
http://bugzilla.mozilla.org/form.crm

2) Make a copy of this email intake form and update it. This has all the segmentation & goals info. Add it to the bug: https://docs.google.com/document/d/1OHKxTA_JVI5rjbR0Gs-QO4OXy0mcYV1r97NDUpTla5U/edit#heading=h.lq17x4k2cth4

3) Make a copy of this email content form and update it. This is your actual email content. Add it to the bug: https://docs.google.com/document/d/1M-paetBcWfSrb_x1-rRy48hJZ0ndvDOVwtgF79rIhDY/edit

4) I'll review everything and give recommendations/edits. When it looks good, I'll file a Legal bug and cc you. Legal will need a week to review.

5) Once we get the Legal greenlight, you'll log into SFMC, create your email, and send proofs to your team + me.

6) Generate the SFDC Report of the audience want to send to and include these fields: Email address, Token, Contact ID.

7) Put an hour on our calendars to walk through sending together.

Thanks!