1545597 - CRM/Email Marketing Request: 'Send' Announcement to Fx subscribers (EN, FR, DE)

Status: VERIFIED FIXED

(Marketing :: Email, task)

Description

[Lauren Niolet]

We would like to send an email announcing the "Send" service to Firefox email subscribers in EN, DE, FR

Because the service is available to users whether or not they have an account, I believe this message is best sent to all Firefox subscribers, regardless of Account status.

The only exclusion we need to be mindful of is that we previously announced the service to lapsed account users. So we need to exclude against jobIDs:

5031869
5031868
5031057
5026028
5025584
5025344
5025343

Verify them in marketing cloud here:
My Tracking > Firefox Accounts > 2019

We have creative that likely needs review from my team (FxA Growth) to ensure the message is appropriate for an audience of subscribers that comprises Account holders and non-holders.

The ask is

1. to have FxA Growth update copy as appropriate.
2. to have LCM update the email, including utm params and copy
3. LCM to send to Fx subscribers in EN, FR, DE

Copy doc is here
https://docs.google.com/presentation/d/1kqlZmNCFdgw3PnSjDe8g5HfzshOEBXzgPe7p7vzeVHY/edit#slide=id.g4fff94cb46_0_9

Coded email (EN)
Content Builder > Shared Emails > 01 User Initiated Sends > Firefox Accounts > 2019 > Send Announcement

L10n bug: https://bugzilla.mozilla.org/show_bug.cgi?id=1542074

Comment 1

[Lisa Wright]

Thanks for filing & outlining the ask, Lauren!

Please keep us posted once the copy (for all 3 languages) is final and ready to be coded.

I currently have this in our backlog for next sprint.

Comment 2

[Chris Potter]

Hi Lauren,

Do you have a proposed date you'd like to send this email to DE & FR audiences?

Thanks,

Chris

Comment 3

[Chris Potter]

Hi Lauren,

Wanted to let you know that we are preparing the DE & FR versions to deploy on Friday, 5/3 and the EN version on Monday, 5/6.

Let me know if you have any questions.

Thanks,
Chris

Comment 4

[Lisa Wright]

@Lauren - can you please let us know your ETA for having the updated EN copy ready to go? We'll copy out the existing email that was already sent to FxA holders, make the tweaks for non-FxA holders & adjust our planned send date that Chris mentioned above as needed.

We should have what we need for the DE & FR versions on Bug 1542074 and Chris is working on coding those this week. We'll get copies sent to the localizers for QA, then over to you for a green light.

Thanks,
Lisa

Comment 5

[Lauren Niolet]

Meg has updated the copy doc with three updates to make it less FxA centric.

So we can update the EN version now. Meg is reaching out to Anika for a DE l10n. I have asked FR localizers Chris' proof-thread with them to update.

New strings are:

Subject Line: Send large files securely with Firefox
Preheader: With a free, encrypted link that expires
First line of body copy: We wanted to make sure you didn’t miss out on the newest Firefox service.

Comment 6

[Chris Potter]

Thanks for all that info Lauren.

As spoke of and for reference, we moved the send dates of the FR & DE versions to 5/14 and the EN email deployment to 5/7.

Comment 7

[Chris Potter]

Hi Lauren,

All emails for EN, DE & FR have now sent. I sent results of EN out yesterday. You can expect to see results for the DE & FR emails by the end of the week.

Thanks,
Chris

Comment 8

[Chris Potter]

Hi Lauren,

Below are the results for the EU FF Brand ‘Send Announcement’ email that was sent to DE & FR audiences on Friday, 5/10/19. No A/B testing was done for these particular sends. I’ve attached screenshots of the results overview for more insight.

Firefox DE Audience Results

    Total Sent: 762,764
    Open Rate: 23.53%
    CTR: 3.72%

Firefox FR Audience Results

    Total Sent: 1,098,224
    Open Rate: 25.27%
    CTR: 3.11%

Takeaways:

The Send announcement was well received by these audiences. The open rate and CTR performed quite well and also outperformed the EN Send Announcement version in those two metrics of engagement.

Thanks,
Chris

Comment 9

[Chris Potter]

Closing this bug now, thank you.