1392372 - CRM/Email Marketing Request: Internet Health Report Deep Dive

Status: RESOLVED WORKSFORME

(Marketing :: Email, task)

Description

[kasia]

>> Mozilla Team/Department
Insights, Internet Health Report
>> What kind of relationships are you looking to develop?
We already have a subscriber base (1014 emails atm), people interested in updates on the Internet Health Report. We want to keep them informed, interested and engaged with the Internet Health issues throughout the year through the Deep Dives publication series. 
>> How will you nurture these relationships?
We will keep emailing subscribers about future Deep Dive editions as we build the Deep Dives into a brand standing for open source contributions discussing the Internet Health issues. We will probably offer online discussions following the publications for the following editions so that would be an additional element of engagement, to be included in the emailings in the future. 
>> How will success be measured?
Number of people opening the email
Number of people clicking on the link
Number of people commenting on the Deep Dive 
>> What is the risk to not doing this?
Subscribers won't find out about our publication and we will get less traffic to the website and the publication. 
>> What's the timeline for launch?
Current timeline: 

Aug 31 Written piece ready
until Aug 25 Video screenplay ready to review and inform the written piece and email copy
Sept 4-15 Translation and sub-editing of the Deep Dive into ES, FR, DE (written piece)
Sept 22	Video ready to upload and publish
Sept 4 -25 Prepare the Emailing (email copy, localization, coding)
Sept 25	Deep Dive published on www.internethealthreport.org
Sept 25	Emailing launch

Comment 1

[Jessilyn Davis]

Thanks, Kasia! I just invited you to our next LCM intake mtg tomorrow, 2:45pm ET in Michele Warther's Vidyo so we can talk next steps.

Comment 2

[Jessilyn Davis]

Just got your travel notice for this week. Next week's LCM intake will need to be rescheduled due to US holiday. Given the timing of this request, I'm going to invite you to the meeting on 11 Sept, and we can chat more about it then.

Since we've been through this process before, you've got what you need to get going on the email copy & design. Please keep in mind the shorter version with one main button that produced higher engagement last time rather than the long-form email.

One thing to think on: Does it make sense to send this to *just* the IHR subscribers? Or also the wider Mozilla audience? Please sync up with Will Easton & MJ Kelly to talk through these options - bonus points for coordinating a send date ahead of when we meet on Sept 11.

See you on the 11th!

Comment 3

[kasia]

Thanks, Jessilyn! Perfect with the invite, especially that some changes regarding the publication of the Deep Dive are being discussed (might be delayed cause it might need to me edited some more, Sam Burton might take it over from us). I will start preparing everything you mentioned and will let you know here asap before Sept 11 if there are any major changes regarding the date.

Comment 4

[kasia]

Hi Jessilyn and all, Sam take over the Deep Dive publications and a delay is very likely, a new timeline will be discussed this Friday so we might also have to change the emailing schedule. Just wanted to "warn" you and Sam or I will give you more details after Friday.

Comment 5

[kasia]

Hey Jessilyn and all, I need to cancel this request as it turned out we want to change the approach and we'll move the publication of the Deep Dive to November. I cancelled my attendance in the weekly lifecycle marketing meeting today.

Comment 6

[Jessilyn Davis]

Hey Kasia,

No worries! I'm going to close this bug request out for now, but feel free to reopen it, or file a new one, when you're ready for the November plan.

Thanks & best wishes!