1410029 - CRM/Email Marketing Request: Firefox Rocket launch Email in Indonesia

Status: RESOLVED FIXED

(Marketing :: Email, task)

Description

[elin]

>> Mozilla Team/Department
Product Marketing
>> What kind of relationships are you looking to develop?
Encourage users in Indonesia to download and use Firefox Rocket
>> How will you nurture these relationships?
We'll have social posts, blogs, press events, snippets, ads, etc...
>> How will success be measured?
Open Rate, CTR, Install rate, installs, retention rate, DAU
>> What is the risk to not doing this?
Users who like Mozilla Firefox won't be aware of the new product tailor-made for them.
>> What's the timeline for launch?
11/7 grand launch
>> Any other info we should know?
We'll provide both English/Indonesian copy ASAP, 
but might be a bit late, our current estimation is:
10/24 - Email design ready
10/27 - English copy ready
11/1 - Indonesian copy ready

Also can we get an estimation number regarding recipients who will receive the launch email this time?

Thank you!

Comment 1

[Lisa Wright]

Thanks, Eddie! I'm adding Jess O to this bug since it involves Firefox users, and I think we have enough context on the effort already to skip our intake meeting for this since Anthony just completed the Beta sends for you. 

We'll sync up on our end around timing and get back to you with any questions.

Comment 2

[Anthony Wade]

Hi Eddie,
I was just checking in to see if the assets were ready for this email.

Thanks,

Comment 3

[elin]

Hi Anthony,


Sorry for being late,
we are finalizing the header image and Indonesian copy,
hope we can make it by next Monday.

You can take a look at the mockup first:
https://drive.google.com/open?id=0B8pVQseE4Eg3OHd3QnJaT0F6ODA


Thank you!

Comment 4

[Michele Warther]

Can you remove the logo from the header image, we have an email template in place that already includes the logo. Thx Eddie

Comment 5

[elin]

Attachment: Revised_Firefox Rocket Beta Launch Email Design.png

Hi Michele,


Since this is targeting the Firefox list, there was a "Firefox" logo on the template.
In the previous beta email for Firefox Rocket, 
they removed the "Firefox" logo so it won't feel conflicted with the Firefox Rocket logo in the header image.

We added the "moz://a" logo is because, in Indonesia, Mozilla is a strong and well-known brand.
We found through survey that "Mozilla" is more famous than the name "Firefox", 
people even call Firefox "Mozilla Firefox".
So we think it would be nice to have a "moz://a" logo on the header image.



Hi Anthony,


Sorry for being late for the content.
Note that considering the app publishing timing, 
we will set the email launch time to 11/8 10AM Jakarta time


I've updated the mockup file in the attachment with the final Indonesian copy.

Please find the header image file and copies below:
Header image (both English/Indonesian)
https://drive.google.com/drive/folders/0B8pVQseE4Eg3VUtpT2dCTFhOOHM

Email Copy (both English/Indonesian)
https://docs.google.com/document/d/1eYMQvQELz-9SoFhL25y6z8q7QE3adD4VE0vb5-BEtVs/edit

Google Play Badge
English: https://play.google.com/intl/en_us/badges/images/generic/en_badge_web_generic.png
Indonesian: https://play.google.com/intl/en_us/badges/images/generic/id_badge_web_generic.png

Also can you share an estimation of how many subscribers we can reach in this email?
Is it possible to reach more than 31K subscribers this time?

Comment 6

[Michele Warther]

I am completely supportive of having the Mozilla logo. Our email templates are built with the logo in the top left, so you don't need it in the header as well. If you could remove it from the header image, we'll get you a proof so you can see it in place.

Comment 7

[Anthony Wade]

Hi Eddie,

Thanks for the assets.  At this time, we can only hit that 31k area for ID cohort.

Comment 8

[Anthony Wade]

Hi Eddie,
I have sent proofs for EN and ID.  Please let me know how these look.

Thanks,

Comment 9

[elin]

Hi Anthony,


The proofs looks good to us, green flag.



Hi Michelle,


We didn't realize that we can use mozilla logo template in Firefox list,
so we were just trying to minimize the team's work.
Sorry that we might not have sufficient time to update the header image this time,
since they may need to rearrange the image layout and get approval.
Can we go with this version for this time?


Thank you all for everything!

Comment 10

[Michele Warther]

Eddie - certainly. We'll keep it as is for this launch. For future ones, we have either the Mozilla or Firefox logos as part of our email template so you won't need to include it. Thx! And happy launch!!

Comment 11

[Anthony Wade]

Hi Eddie,
Email is set to launch at 10 am WIB.  The approximate send is 35k with 33k for ID language subs and 2k EN language subs.  
I will have results next business day.

Thanks,

Comment 12

[Anthony Wade]

Hello all,

MoCo_GLOBAL_FF_2017_08_GEN_HTML_ROCKET_ALL_EN_EML was launched at 10PM EST on 11/08/17 to the following segments.

Newsletter Language : EN, and Firefox subscribers who live in Indonesia
Sent : 1,035
Open Rate : 27.660%


Newsletter Language : ID to Low, Medium and High Engagement Firefox subscribers.

Low Segment
Sent : 7,660
Open Rate : 11.47%

Med Segment
Sent : 22,799
Open Rate : 30.55%

High Segment
Sent : 1,170
Open Rate : 31.309%

Thanks,
Ant