1462634 - CRM/Email Marketing Request: Germany Campaign Launch Email

Status: UNCONFIRMED

(Marketing :: Email, task)

Description

[Candice Holmes]

>> Mozilla Team/Department
Firefox Acquisition Germany
>> What kind of relationships are you looking to develop?
Looking to share information about the new campaign launch here in German. Promoting new creative and videos.
>> How will you nurture these relationships?
Will use this initial blast as a start of periodic emails that can be shared with the users here in Germany
>> Do you currently have a way to solve for this?
Would provide copy and visuals for email
>> What are the pain points in the current process?
N/A 
>> What are the perceived benefits to changing the process?
Not sure
>> How large is the data set?
Not sure
>> How many people on your team need access or training?
Guy Fitzpatrick - Sr Marketing Manager
Alice Fleischmann - PR Manager
Stephan Zeller - Copywriter
>> How will success be measured?
Downloads and video views
>> What is the risk to not doing this?
Limited organic reach through Twitter channels, so may not be able to promote content as needed to reach download goals
>> What's the timeline for launch?
National campaign is launching in 1-2 weeks
Would like to coincide email with that
>> Any other info we should know?
Have the copy prepared: https://docs.google.com/document/d/1BgQW60xYQ6r3DAK0zuf16UG1343z-yvs5KNAgDLIE34/edit

Need to know dimensions for desktop and mobile version images

Comment 1

[Jessilyn Davis]

Thanks for meeting on Friday, Candice!

Notes from our meeting are here:
https://docs.google.com/document/d/1hB-PHqLmWhjsoxmbP5Y-Tt0R6YqXoiy9cpmDcYrVhSA/edit#heading=h.y9c9xfct87el

Design parameters for images:
https://docs.google.com/presentation/d/1BDm00skl53HAJzI9wyVAfVPmpTQxp-1fq1ULP6SYTFA/edit#slide=id.g1e06dc13ef_2_139


We have a user story to support this work in our backlog. 

Please let us know when copy is final with links, attach the image to this bug, and we'll prioritize as our email launch calendar and current sprint allows.

Let us know if you have any questions.

Thanks!

Jess

Comment 2

[Guy]

(In reply to Jessilyn Davis from comment #1)
> Thanks for meeting on Friday, Candice!
> 
> Notes from our meeting are here:
> https://docs.google.com/document/d/1hB-PHqLmWhjsoxmbP5Y-
> Tt0R6YqXoiy9cpmDcYrVhSA/edit#heading=h.y9c9xfct87el
> 
> Design parameters for images:
> https://docs.google.com/presentation/d/1BDm00skl53HAJzI9wyVAfVPmpTQxp-
> 1fq1ULP6SYTFA/edit#slide=id.g1e06dc13ef_2_139
> 
> 
> We have a user story to support this work in our backlog. 
> 
> Please let us know when copy is final with links, attach the image to this
> bug, and we'll prioritize as our email launch calendar and current sprint
> allows.
> 
> Let us know if you have any questions.
> 
> Thanks!
> 
> Jess

Hi Jess,

Here is the final copy: https://docs.google.com/document/d/1BgQW60xYQ6r3DAK0zuf16UG1343z-yvs5KNAgDLIE34/edit

Newsletter and retina banner: https://drive.google.com/drive/folders/1_E610BhydAq7OH17hgq8S56uLVdlm_3W?usp=sharing

Would we be able to get this out early next week?

Let me know if you need anything else.

Thanks,
Guy

Comment 3

[Jessilyn Davis]

Thanks, Guy!  I've flagged this to our team that it's ready to be worked on. Our team will check on timing of this work on Tuesday during our standup (Monday is a holiday).

Comment 4

[Jessilyn Davis]

Hello Guy!

Steve from our team is going to code and send proofs today. He and I will sync in our email calendar mtg tomorrow to find a time to best send this email. We'll keep you posted.

2 questions:

1) Who from your side should get proofs of this email?

2) Do you have UTM parameter tracking you want to add to the blog to track traffic from these emails? (We're sending one to our Firefox audience with Firefox branding at the top, and one to our Mozilla audience, with Mozilla branding.)


Steve, let me know if you have any questions about this email setup.


Thanks!

Jess

Comment 5

[Guy]

@jess(In reply to Jessilyn Davis from comment #4)
> Hello Guy!
> 
> Steve from our team is going to code and send proofs today. He and I will
> sync in our email calendar mtg tomorrow to find a time to best send this
> email. We'll keep you posted.
> 
> 2 questions:
> 
> 1) Who from your side should get proofs of this email?
> 
> 2) Do you have UTM parameter tracking you want to add to the blog to track
> traffic from these emails? (We're sending one to our Firefox audience with
> Firefox branding at the top, and one to our Mozilla audience, with Mozilla
> branding.)
> 
> 
> Steve, let me know if you have any questions about this email setup.
> 
> 
> Thanks!
> 
> Jess

Hi Jess,

Great, thanks! 

You can send proofs to myself and Stephan ([e-mail]).

Please feel free to add the standard UTM parameter template that you would usually add to the link.

Thanks,
Guy

Comment 6

[Steve Segovia]

Hi Guy,

I am sending you and Stephan test sends. Please let me know if you have any feedback. Thank you!



To confirm, the segment audiences and send details


Target send date: 6/1 at 7:00am GMT +2 DST


DE audience - language, worldwide.

1 send, Firefox, DE language, [high]
1 send, Firefox, DE language, [Med]
1 send, Firefox, DE language, [Low] 
1 send, Mozilla, DE language, [All]

Comment 7

[Guy]

(In reply to Steve Segovia from comment #6)
> Hi Guy,
> 
> I am sending you and Stephan test sends. Please let me know if you have any
> feedback. Thank you!
> 
> 
> 
> To confirm, the segment audiences and send details
> 
> 
> Target send date: 6/1 at 7:00am GMT +2 DST
> 
> 
> DE audience - language, worldwide.
> 
> 1 send, Firefox, DE language, [high]
> 1 send, Firefox, DE language, [Med]
> 1 send, Firefox, DE language, [Low] 
> 1 send, Mozilla, DE language, [All]

Thanks, Steve. Few small changes please: https://docs.google.com/document/d/1BgQW60xYQ6r3DAK0zuf16UG1343z-yvs5KNAgDLIE34/edit

Comment 8

[Steve Segovia]

Hi Guy,

Even though the email was just sent out this past Friday, June 1st. We are seeing strong engagement with a 39% open rate. 

Below and attached are the email performance stats from our Firefox DE German video campaign emails that went out on to the DE Firefox subscriber base (HIGH/MED/LOW).


Sent
6/1 at 7:00am GMT +2 DST

Industry average goals*

Firefox:
   - Open: 21.56%
   - Click: 2.40%


Firefox - DE - ALL - (HIGH/MED/LOW)

    39.4% overall open rate
    5.3% overall unique click
    213,883 total sent


*These are industry averages (2015)--not Mozilla/Firefox averages--for comparable ongoing series sends.

Comment 9

[Guy]

(In reply to Steve Segovia from comment #8)
> Hi Guy,
> 
> Even though the email was just sent out this past Friday, June 1st. We are
> seeing strong engagement with a 39% open rate. 
> 
> Below and attached are the email performance stats from our Firefox DE
> German video campaign emails that went out on to the DE Firefox subscriber
> base (HIGH/MED/LOW).
> 
> 
> Sent
> 6/1 at 7:00am GMT +2 DST
> 
> Industry average goals*
> 
> Firefox:
>    - Open: 21.56%
>    - Click: 2.40%
> 
> 
> Firefox - DE - ALL - (HIGH/MED/LOW)
> 
>     39.4% overall open rate
>     5.3% overall unique click
>     213,883 total sent
> 
> 
> *These are industry averages (2015)--not Mozilla/Firefox averages--for
> comparable ongoing series sends.

Thanks for the update, that's great to see!