1553093 - CRM/Email Marketing Request: EU Firefox Brand DE a:web (podcast) #1

Status: VERIFIED FIXED

(Marketing :: Email, task)

Description

[Anja]

Mozilla Team/Department
EU Firefox Brand Team
What kind of relationships are you looking to develop?
Brand relationship with CC Audience to increase awareness for the Firefox Brand in Germany (and so paying into our Team-OKRs), increase engagement, increase traffic to them to our blogs and Landing pages, email retention and with all that increasing overall downloads of Firefox browser
How will you nurture these relationships?
Send regular emails with the newest episode of [a:web]
How will success be measured?
CTR, podcast subscribtions
What is the risk to not doing this?
no impact and/ or visibility of podcast
What's the timeline for launch?
5/28
Any other info we should know?
Link to copy and image will follow super soon. Thanks so much.

Anja

Comment 1

[Anja]

Hi there. This is for the next episode for [a:web]. We might push the date a little if that's ok. Might be the backend won't be ready in time. Also, I think this is the one I will create today with Brynne, right?

Here is the copy: https://docs.google.com/document/d/1hFEtxrJEmv9zaElKrQ_xMsNnGn2nCU-WyVtsuT-WsCE/edit#

Visuals coming soon hopefully.

Thanks so much

Anja

Comment 2

[bhaack]

Hi Anja - We chatted about this this morning during our shadowing session, but wanted to follow up here as well. Yes, it's okay to push the send date for the next [a:web] email, and it is the email we started to build this morning :)

Let me know if you run into any issues uploading the header image, adding it to the email, updating the URLs, etc.

Thanks!

Brynne

Comment 3

[Chris Potter]

Hi Anja,

I sent you an email with the email results and I added them below too. Closing this bug now and I look forward to the next a:web campaign!

Below are the results for the FF [a:web] S01E02 email that was sent to all Firefox DE subscribers on Friday, 5/31/19. No A/B testing was done for this particular send. I’ve attached a screenshot of the results for further insight.

Takeaways:

Open rate for the episode 2 email was near industry average, but below the rate seen in the episode 1 email. Overall, engagement was close to 15% lower for this email compared to episode 1. The CTR is a bit low, but I still expect the CTR to elevate as the a:web podcast gains more traction.

One suggestion, we could run a body message A/B test for an upcoming send, to test content.

Thanks,
Chris