1496700 - CRM/Email Marketing Request: Firefox Lite launch email on 11/12

Status: RESOLVED INCOMPLETE

(Marketing :: Email, task)

Description

[elin]

>> Mozilla Team/Department
Asia Marketing
>> What kind of relationships are you looking to develop?
Announce new product launch in Indonesia/India/Philippines/Thailand
>> How will you nurture these relationships?
We'll talk about logo change and the new look and the evolved product in Indonesia.

for other markets, we'll introduce them the brand new Firefox Lite.

There will be press event and promotions in other channels at the same date.
>> How will success be measured?
Email conversion rate, installs, retention rate.
>> What is the risk to not doing this?
We'll miss the chance to introduce Firefox Lite to our subscribers.
>> What's the timeline for launch?
11/1 launch (with press event and promotions in other channels)
10/26 all assets ready
10/23 English copy & header image ready
>> Any other info we should know?
We'll need to setup the email for 4 languages:
English for Indonesia,India,Philippines,Thailand
Indonesian for Indonesia
Filipino for Philippines
Thai for Thailand

Comment 1

[Jessilyn Davis]

Hi Eddie!

Thanks for filing a request!

Scope of this request is:

An email in English and Indonesian to our Firefox audience in these countries: Indonesia, India, Philippines, Thailand

We do not support Thai and Filipino languages in our email program.

Is the launch date of 11/1 a hard deadline? Or could it launch anytime in early November?


Next steps:
If Lauren approves the timing and content of this email to these audiences, I'll get this in front of Michele to see if/when LCM can help support this work *if* Lauren's team cannot support.


Lauren, are you good with this content, targeting and timing? If so, does your durable team have bandwidth to support this email send?


Thanks!

Jess

Comment 2

[elin]

Hi Jess,


We are good with English email for India/Philippines/Thailand.

11/1 is a hard deadline, 
since we are going to have a press event,
it would be best if we can align the timing across all channels.
Note that the preferred send time is 11/2 12:30pm Jakarta time.


Thank you!

Comment 3

[elin]

Hi,


Here is the header image design FYR:
https://drive.google.com/drive/folders/17y6ptUeSHRYXCDvzACeOrposNpgX2mQQ
We'll have the mozilla logo on it.
Let us know if any questions.


Thank you!

Comment 4

[Jessilyn Davis]

Thanks Eddie!

We’ve got a full email calendar for the Firefox audience this sprint. We can likely support this with snippets, but are not able to help with this email in this sprint.

Comment 5

[elin]

Hi Jess,


Do you think it's viable if we set the next target date to 11/12 Jakarta time for this email?
If it's viable, we'll shift schedules of certain channels to align 11/12 to create another wave of buzz.


Thank you!

Comment 6

[elin]

Attachment: Revised_Firefox-Lite-Beta-Launch-Email-Design_ID_1019.jpg

Here are the header images for both EN/ID
https://drive.google.com/drive/folders/17y6ptUeSHRYXCDvzACeOrposNpgX2mQQ

Here are the email copies:
https://drive.google.com/open?id=11VeWceZGnyddsFX53vAjwlIf2-OSFDRFQDQXHxmdBtA
Note that there will be 3 copies
1. Bahasa copy for Indonesia (WIP, We'll have the Bahasa copy by end of this week)
2. English copy for Indonesia
3. English copy for India/Philippines/Thailand

Comment 7

[Jessilyn Davis]

Hey Eddie,

Thank you for checking in. We have sprint planning next week and will let you know if we can support a 11/12 marketing wave during next sprint (that starts on Nov 5).


Thanks!

Jess

Comment 8

[Jessilyn Davis]

Keeping me as NI so I'm sure to follow up with you post sprint planning.

Comment 9

[elin]

Thank you!

Note that the Bahasa email copy is done.

Comment 10

[bhaack]

Hi Eddie! I'm starting to work on these emails :) Can you please add in the appropriate links to the copy doc?

Thanks!

Comment 11

[elin]

Hi Brynne,


I just put the download links for each email in the copy doc:
https://docs.google.com/document/d/11VeWceZGnyddsFX53vAjwlIf2-OSFDRFQDQXHxmdBtA/edit

Let me know if need anything else.


Thank you!

Comment 12

[rodin]

Hi Jess, Brynne, and Eddie,

Could you give me access to the email copy?

Thanks,
Romi

Comment 13

[Jessilyn Davis]

Hey Romi! It's good to see your name again! :)

I don't have edit access to give - Eddie, can you give Romi edit access?

Thanks!

Comment 14

[bhaack]

Hi Eddie! I just sent over a proof of each email for review. Please let me know if I should send to anyone else on your team.

Also, let me know if you have any updates or edits.

Thanks,
Brynne

Comment 15

[rodin]

Hi,

May I review the email copy, please?

Romi

Comment 16

[bhaack]

Hi Romi! It's so good to virtually see you :) I hope you're well!!

I have given you access to the copy doc, and sent you proofs of the emails. 

Brynne

Comment 17

[elin]

Hi Brynne,


Here are the updated email headers (without mozilla logo in it):
Indonesian:
https://drive.google.com/open?id=1DFRRGA3R4tbtf4oPN8O4R059LS3fJQNh
English:
https://drive.google.com/open?id=1_V_UT2HYFBnwSERaHmDHZhFD0Re-Jp_T


Thank you!

Comment 18

[rodin]

Dear Brynne and Eddie,

Thanks for the access. I only made some needed corrections on the body. Subject, pre-header, and headline is good already.

Thanks!

Comment 19

[bhaack]

Hi Eddie and Romi -

I have updated the emails (EN versions w/ new image, ID w/ new image + revised copy). Please let us know if we have the green light to launch these Monday.

Thanks,
Brynne

Comment 20

[rodin]

Hi Brynne & Eddie,

Looks good from here!

--
Romi

Comment 21

[bhaack]

Hi All -

These are scheduled to send tonight at 9:30pm PST (which is Monday 11/12, 12:30pm Jakarta time). I will report back stats later this week.

Brynne

Comment 22

[bhaack]

Hello! Please see below for results from Monday’s Firefox Lite launch emails:

Sent: 08/11/18 @ 9:30pm PST (12:30pm Jakarta time)

Indonesia (Bahasa)
Sent: 113,442
Open Rate: 4.7%
Click Rate: 0.68%

Indonesia (English)
Sent: 39,201
Open Rate: 8.0%
Click Rate: 0.47%

India/Philippines/Thailand (English)
Sent: 239,717
Open Rate: 8.3%
Click Rate: 0.57%

From an email performance perspective, the open and click rates are relatively low. However, these emails were sent to all segments of our Firefox audience (including ‘low’ and ‘no’ engaged), which may have impacted these numbers a bit.

@Eddie - can you please share how each version performed in terms of downloads? I’m curious what those numbers look like :)

Thanks,
Brynne

Comment 23

[Jessilyn Davis]

Hey Eddie!

I'm going to close this bug for now - if you get a sec, could you let us know how these emails contributed to downloads?

Thanks everyone!

Comment 24

[elin]

Hi Brynne & Jess,


Thank you for the support, pardon me for the delayed reply.
Here are the numbers from Adjust:

Indonesia (Bahasa)
Clicks: 969
Installs: 269
CTI: 28.96%

Indonesia (English)
Clicks: 230
Installs: 37
CTI: 16.09%

India/Philippines/Thailand (English)
Clicks: 1479
Installs: 319
CTI: 21.57%


Although The Bahasa Email have less installs this time, the CTI is a bit higher than previous send.

Comment 25

[u597032]

Firefox Lite is no longer supported