Closed Bug 1406056 Opened 7 years ago Closed 7 years ago

CRM/Email Marketing Request: IHR blogsposts on Mozfest and project progress

Categories

(Marketing :: Email, task)

Product:
Marketing
Component:
Email
Platform:
All
Other
Type:
task
Priority:
Not set
Severity:
normal

Tracking

(Not tracked)

Status:
VERIFIED FIXED

People

(Reporter: kasia, Unassigned)

Details

>> Mozilla Team/Department Insights, Internet Health Report >> What kind of relationships are you looking to develop? We already have a subscriber base (approx.1020 emails), people interested in updates on the Internet Health Report. We want to keep them informed and interested in the topic, as well as the upcoming publication and invite them to visit our website and read whatever content we will be publishing at the given moment (updates on the report, feature pieces on one of the five Internet Health issues etc.). With this emailing we we want to deliver an update on how the Report development is progressing (user research survey results among others) and inform our subscribers about our plans for Mozfest (Internet Research Hub). >> How will you nurture these relationships? We hope to strengthen our relationship with subscribers by providing them with timely and relevant information on what is going on in the project and our insights and activities on the way to publication in March. >> How will success be measured? If possible: Number of Emails opened. Clicks on the links in the Email (traffic to website). >> What is the risk to not doing this? Our subscribers not getting updates on the project that we promised to provide them with and less people coming to the blog to read our content. >> What's the timeline for launch? We would like to send out the emailing on Monday before the Mozfest weekend = Monday, Oct 23. The emailing should point to 2 links (2 blogposts): one blogpost about our presence on Mozfest and one about our progress towards the report (user survey results and design progress). We will have an image related to Mozfest and one designed for the purpose of the project update blogpost. We want to email in 4 languages, like the last time, as we will have translations for both blogposts.
Thanks, Kasia! I just invited you to our next LCM intake mtg on Monday, 9am PT in Michele Warther's Vidyo so we can talk next steps.
Thanks for chatting yesterday, Kasia! Notes & action items from the meeting can be found here: https://docs.google.com/document/d/1hB-PHqLmWhjsoxmbP5Y-Tt0R6YqXoiy9cpmDcYrVhSA/edit#heading=h.q8x81cv2trxs We've gone ahead and added this story to our current LCM sprint board given your target send date of 10/23. However, our ability to support this project will depend on when we receive your translated/localized copy for all 4 emails (EN, DE, FR, ES). Please keep us posted as soon you have the content available. Thank you!
Flags: needinfo?(kasia)
Great, thanks!I already warned the translators and I think we will have the translated copy ready by Friday Oct 13, the English one already tomorrow. Will keep you posted!
Flags: needinfo?(kasia)
Hi Lisa, I have the copy approved and translated, all in this doc: https://docs.google.com/document/d/1JFc5FfTgsLHbI3YMKyoXoEt2KyD0GF0ltt8t7Nqo6V8/edit I will get the image next week. Is that OK?
Thanks for sending this over, Kasia. If we can get the hero image and links by Monday or Tuesday we should be in good shape. I'll keep an eye out. Have a great weekend!
Hi again, I added the image. I will have the links once I publish the posts which I was planned to do just before the Emailing (Monday) or Friday before the weekend. Is that OK? It's how we did it last time. Let me know if you need anything else.
Thanks for providing the image, Kasia! I'll get going on coding out the emails today and standby for links on Friday :) -- And just to confirm: you'll be providing us links with your tracking parameters already defined, correct? Theo has confirmed the two preferred subject lines to test for French, and he recommended that you/Solana highlight the two you'd like to see for both German and Spanish, otherwise we can roll-out the winning English subject line for both of those. Please let me know which route you prefer! Also, to confirm the game plan (per a discussion you had with Will), we will only be sending to the IHR audience list for this effort (in EN, DE, FR and ES), since a broader MozFest message is planned to go out to the full Mozilla audience that same week. And lastly, Jean has confirmed that since the blog content is super specific, that they won’t be doing any snippets for this. Thanks so much!
UPDATE regarding my first comment on tracking parameters: we'll go ahead and prepare those, my apologies -- still learning the ropes on this end! I'll standby for the project progress blog post links later this week, along with your preference on the preferred route for German/Spanish subject lines. Thanks, Kasia!
OK, sounds great! I will probably publish the blogpost tomorrow so you will have everything ready tomorrow (links and subject lines). Thanks for all the help!
Hi Lisa, I added the missing links in all languages and the preferences and also marked our preferences for German and Spanish. I also did that with English but if you can test all of them or you have a clear preference based on experience, that's the best of course. Thanks and let me know if anything else is missing on my side!
Thanks, Kasia! Will Easton and I had a chance to sync up on these sends and had a few final questions: 1) Since MozFest is in London, we *presume* all of the event's content will be in English, and if that's the case, we're wondering if the P.S. copy even makes sense to include in the DE, FR and ES email versions? 2) That being said, since the broader "MozFest on AirMo" message that's scheduled to go out mid-week is only going to the full English Mozilla audience, it might make sense to pull in the larger DE/FR/ES Mozilla audiences into your IHR sends for those 3 versions (to boost volume) since they don't have as much localized content communicated out to them. Thoughts? 3) To keep consistency with the event's website (https://mozillafestival.org/) we recommend capitalizing the "f" in MozFest both in the email copy as well as throughout the MozFest blog post content. We'd also like to link the word "MozFest" in the EN version P.S. to the site (https://mozillafestival.org/) if you're okay with that? Once confirmed, I'll get the email tests out to the team for QA/approval!
Flags: needinfo?(kasia)
Hi Lisa, Here are my answers: 1)I think it still makes sense. We have the MozFest blog post ready in all languages and even though MozFest website content is in English it is nice to be informed at first in your native language. I would assume most people in language lists would speak at least basic English so they can get a general idea about MozFest on the page. And if not, at least they will know that our team is doing something and they might find it interesting and inspiring. So I would say: better include than not include! 2) Sure, up to you! The key message (and subject line) is an update on the design process of the Report though so not sure if that is so interesting for general audiences but why not, more publicity for the Report:) 3)I am of course OK with that and I adjusted the blog post and the language versions for the Email copy in the doc. Thanks a lot! Kasia
Flags: needinfo?(kasia)
Hi Team, via email threads I got the green light for all 4 email versions (EN/DE/ES/FR) All four a/b subject line tests are set to launch today 10/23 at 11:30am PT. I'll mark this bug as resolved once I confirm all was well with the sends and report back in a couple of days with stats. Thanks!
Status: NEW → RESOLVED
Closed: 7 years ago
Resolution: --- → FIXED
Verifying that everything launched without problem! Will send more stats via email soon. EN: ~1,700 winning subject line: The next Internet Health Report is taking shape DE: ~50,800 winning subject line: Die nächsten Schritte für Mozillas Statusbericht zur Internetgesundheit ES: ~40,900 winning subject line: El próximo Informe de salud de Internet va tomando forma FR: ~42,100 winning subject line: Le prochain Bulletin de santé d’Internet se profile
Status: RESOLVED → VERIFIED
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