1395782 - CRM/Email Marketing Request: Legacy extensions - communicating impact to end users

Status: NEW

(Marketing :: Email, task)

Description

[sdevaney]

>> Mozilla Team/Department
ACE (Add-ons Community & Experience)
>> What kind of relationships are you looking to develop?
Nearly half of all Firefox users have self-installed an add-on. With the upcoming 57 release, all legacy extensions will no longer be compatible with Firefox. Many users will unfortunately come to learn some of their favorite extensions may need to be replaced.  We'd like to not only inform them of this potentially disruptive transition, but offer meaningful steps to positive solutions. 
>> How will you nurture these relationships?
This would require one or more messages to be delivered at points before 57 releases (November). Here are the primary messaging points:

- Legacy extensions are going away in 57
- When searching for new extensions on AMO, look for content labeled with the "compatible with 57+" badge to ensure future compatibility
- Point users to AMO's "Featured Extensions" collection, which on Sept. 1 onward will only include "compatible with 57+" content

https://addons.mozilla.org/firefox/extensions/?sort=featured
>> Do you currently have a way to solve for this?
No. 
>> What are the pain points in the current process?
Add-ons related email communications with end users typically fall into the Firefox & You newsletter. But we need to request space in these communications. That's the essence of this request. 
>> What are the perceived benefits to changing the process?
N/A
>> How large is the data set?
N/A
>> How many people on your team need access or training?
N/A
>> How will success be measured?
N/A
>> What is the risk to not doing this?
We'll have potentially millions of frustrated users who suddenly realize many of their favorite extensions have stopped working in 57 release. 
>> What's the timeline for launch?
This communication should happen anytime between now and 57 release.

Comment 1

[Jessilyn Davis]

Thanks for filing a bug about this, Scott!  Adding folks from the Retention team to triage supporting for their upcoming sprints. They are the keepers of our Firefox email relationships and creators of content. CCing Wes too for snippet heads up.

Comment 2

[Amy Tsay [:amyt]]

To add some detail, the first email should go out before 56 lands in release (end of Sept). Let's make this bug about just that first one, and we'll file separate bugs for subsequent emails.