CRM/Email Marketing Request: IRL Season 4 Emails
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(Marketing :: Email, task)
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(Not tracked)
People
(Reporter: mthayer, Assigned: lkashdan)
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Comment 25•7 years ago
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Comment 26•7 years ago
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Comment 27•7 years ago
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Hey all. Apologies for the late post on this, but the email was successfully launched last week and A/B test results will be emailed today. Stay tuned!
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Comment 28•7 years ago
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No worries, Jesse! Looking forward to seeing results.
I'll also ping here later today with copy for next week's IRL email. It's just being reviewed now.
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Comment 29•7 years ago
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Hi team,
Here is copy for next week's IRL email all about content moderators: https://docs.google.com/document/d/1WxXvfjgXaJZ2hMCSllwtjX7iSsFJ9bt5nIwVCsrPXbA/edit#.
Scheduled date to send: Tuesday, January 22.
Let me know what you think, and thanks!
Michaela
Comment 30•7 years ago
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See below for A/B test results from the IRL S4E3.
We tested the following subject lines for both email sends:
Subject Line A - Your "I will read more this year" resolution
Subject Line B - Are you a ‘subject-line-only’ reader?
In both the Mozilla and Firefox tests, Subject Line A won.
Subject Line A
MOZ Open rate: 54.9%
MOZ Click rate: 1.3%
FF Open rate: 45.7%
FF Click rate: 1.75%
Subject Line B
MOZ Open rate: 44.7%
MOZ Click rate: 1.2%
FF Open rate: 36.9%
FF Click rate: 1.6%
Comment 31•7 years ago
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Thanks for the copy Michaela.
Comment 32•7 years ago
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Hi Michaela! I just sent over proofs of next week's (1/22) IRL emails for both Mozilla and Firefox. Please let me know if there are any updates that need to be made, or if everything looks good.
Thanks!
Brynne
Comment 33•7 years ago
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Hi Michaela - The emails (Mozilla + Firefox) for S4E4 are scheduled to send first thing Tuesday (1/22/19) morning. Will report back on performance later next week :)
Brynne
Comment 34•6 years ago
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Hi Michaela - I just sent over an email with results from this week's S4E4 send, and am posting high level stats here in the Bug as well:
Mozilla Audience
A/B Test Results
Subject Line: Inside the lives of content moderators
- Sent: 15,472
- Open Rate: 53.1%
- Click Rate: 1.3%
Subject Line: Who is your social media feed moderated by?
- Sent: 15,472
- Open Rate: 42.2%
- Click Rate: 1.1%
Remaining Send Results (w/ Winning Subject Line)
Subject Line: Inside the lives of content moderators
- Sent: 116,472
- Open Rate: 53.4%
- Click Rate: 1.2%
Firefox Audience
A/B Test Results
Subject Line: Inside the lives of content moderators
- Sent: 149,432
- Open Rate: 43.1%
- Click Rate: 1.2%
Subject Line: Who is your social media feed moderated by?
- Sent: 149,432
- Open Rate: 33.7%
- Click Rate: 1.1%
Remaining Send Results (w/ Winning Subject Line)
Subject Line: Inside the lives of content moderators
- Sent: 1,124,315
- Open Rate: 43.2%
- Click Rate: 1.3%
Reporter | ||
Comment 35•6 years ago
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Woah - this is lovely news. Thank you Brynne and team on always making us better testers and learners! Insights are really paying off.
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Comment 36•6 years ago
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Hi team —
Here is copy for next week's IRL email, all about the surveillance economy: https://docs.google.com/document/d/1WxXvfjgXaJZ2hMCSllwtjX7iSsFJ9bt5nIwVCsrPXbA/edit#.
Let me know if you have questions, concerns, or opps to raise!
Michaela
Comment 37•6 years ago
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Thanks for this Michaela.
Comment 38•6 years ago
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Hey y'all,
Proofs will be in your inboxes within the next half hour for the IRL S4E5 email going out next Monday, February 4th.
Note that Michaela has approved both the Firefox and Mozilla versions of the campaign.
Brynne, ready for you to QA by EOD tomorrow.
Comment 39•6 years ago
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Hi Jesse - I've QA'd the emails and provided feedback in the doc here: https://docs.google.com/spreadsheets/d/1ByoLWBZY_BqH4Fr6SgxQOLNOJrnbVAgIeQlNERaz6bE/edit#gid=1651253253
Let me know if you have any questions on my comments.
Brynne
Comment 40•6 years ago
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Hey Michaela,
The MOZ and FF version of the IRL S4E5 email has been set up for launch this morning.
I will send email engagement stats early next week.
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Comment 41•6 years ago
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Hi team,
Here is copy for the IRL email set to launch on Tuesday next week: https://docs.google.com/document/d/1WxXvfjgXaJZ2hMCSllwtjX7iSsFJ9bt5nIwVCsrPXbA/edit#. Next week's episode is all about decentralization. It will be the first time we've talked about this issue to consumers, and we're excited to see the response.
You'll see that I've included two images (one with the >> graphic and one without), so that we can see if that addition helps to generate more clicks.
Let me know if you have questions, and thank you as always.
Michaela
Comment 42•6 years ago
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Hi Michaela,
Thanks for the copy.
Comment 43•6 years ago
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Hi Michaela,
We wanted to confirm which of the subject lines you'd like to use since we'll be running a header image test for this send instead of our regular subject line test, based on the two graphics you provided.
I'd recommend "Imagine an Internet Free from Corporate Goliaths" since you talk about decentralization in the pre-header text already, and I think they pair nicely together.
Feel free to comment here or update the copy doc - thanks!
Updated•6 years ago
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Comment 44•6 years ago
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Hi Lisa,
Thank you. I'm on the fence. I think you're right that the corporate goliath subject line nicely comes on the heels of the last IRL email (and is probably more consumer friendly), though I'm also so interested to see if people are curious about decentralization. It's become a bit of a buzz word recently in consumer press without much explanation.
Is there a way to build the testing send to test both the subject line and the image CTR? Or, maybe just test the subject line in the testing send, and then we do the image test in the larger send – one for the Moz audience and one for the Firefox audience?
Do all of these equate to double the labor, or is there a way around that?
If it's double the labor, I stand down — the corporate goliath subject line is just fine to use.
Let me know and thanks again.
Michaela
Comment 45•6 years ago
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Hi Michaela,
We can run one test for the Moz audience and one for the Firefox audience, that's certainly doable without requiring much more added time.
Let me know if you have a preference, but otherwise we'll plan to run the subject line test on the IRL-engaged Mozilla audience to see how your normal crew reacts to the decentralization buzzword, and the header image test on the Firefox audience (who tends to have a higher click rate anyway and will give us more data for that.)
Thanks!
Lisa
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Comment 46•6 years ago
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Plan sounds excellent. Thanks so much.
Comment 47•6 years ago
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Hi all,
Below are the results for the IRL S4E5 email campaign that was sent Monday 2/4/2019.
A/B Test Insights
Below were the subject line versions we tested for this campaign:
Subject Line A: The Surveillance Economy
Subject Line B: Our economy: powered by surveillance?
For both the Firefox and Mozilla audiences, Subject Line A was the overwhelming winner:
Firefox Audience
Subject Line A: 46.6% open rate
Subject Line B: 35% open rate
Mozilla Audience
Subject Line A: 58.8% open rate
Subject LIne B: 45.8% open rate
Campaign Results (Totals)
Firefox Audience
Total Sent: 1,559,870
Open Rate: 46.15%
Click Rate: 1.88%
Mozilla Audience
Total Sent: 143,815
Open Rate: 57%
Click Rate: 1.74%
Reporter | ||
Comment 48•6 years ago
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Thank you! Interesting that the non-question subject line won (even though they said the same ish thing). I think I'll change one of the question subject lines in the next email for decentralization (both currently are questions). Will do now...
Comment 49•6 years ago
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Hi Michaela,
I just sent you an email, but wanted to comment here too.
Both of the A/B tests (hero image test for FF audience and subject line test for Moz audience) are setup and set to run on 2/19 at 8 am PST, winner sending at 10 am PST.
Thanks,
Chris
Comment 50•6 years ago
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Hi Michaela,
Below are the results for the IRL S4E6 email campaign that was sent Tuesday 2/19/2019.
A/B Testing Insights
Below are the hero image versions we tested for the Firefox email:
Version 1: Image A: (Sans >> symbol)
Version 2: Image B: (With >> symbol)
For the Firefox audiences, Version 2 (with >> symbol) was the winner with the highest CTR:
Firefox Audience
Version 1: 1.27% CTR
Version 2: 1.31% CTR
The different hero images seemed to have a negligible difference in CTR. Looking at the click map of the email, the hero image with the >> symbol tallied 10.4% of clicks in the email compared to 10.3% of the hero image without the >> symbol.
For the Mozilla audiences, below are the subject lines tested:
Subject Line A: An Internet Free from Corporate Goliaths
Subject Line B: Decentralization: the Antidote to Big Tech
Subject Line A was the winner at the end of the two hour A/B testing period and was sent to the rest of the audience, but a few days later, when pulling results, Subject Line B had a marginally higher open rate:
Subject Line A: 53.06% open rate
Subject Line B: 54.06% open rate
A possible takeaway here is that our audience has trending interest in learning more about decentralization and the topic could bode well with engagement if expanded on in future sends.
Campaign Results (Totals)
Firefox Audience
Total Sent: 1,526,021
Open Rate: 41.84%
Click Rate: 1.27%
Mozilla Audience
Total Sent: 140,650
Open Rate: 52.91%
Click Rate: 1.15%
Comment 51•6 years ago
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Hi all, here is the copy for the IRL Season 4 Ep7 email. It's scheduled to go out 3/4/2019.
https://docs.google.com/document/d/1WxXvfjgXaJZ2hMCSllwtjX7iSsFJ9bt5nIwVCsrPXbA/edit
Please let me know if you need anything else and I'm psyched to see the tests.
Daniel
Comment 52•6 years ago
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Thanks for the copy Daniel!
Comment 53•6 years ago
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Hi Michaela,
I sent you email campaign results for the S4E07 email and since that was the last email of the season, I will be closing this bug.
Thanks!
Updated•6 years ago
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Comment 54•6 years ago
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We'll keep an eye out for Season 5 movement! \o/ Thanks, Michaela
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Comment 55•6 years ago
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Great, congrats everyone on the season! Email is a major driver for IRL and a recent listener survey is showing us that it is impacting not only brand perception, but also browser choice by up to 65%. More to come on that, but major thanks!
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