Closed Bug 1581604 Opened 6 years ago Closed 6 years ago

Email: Curated IRL Podcast Episodes about Online Privacy

Categories

(Marketing :: Email, task)

Product:
Marketing
Component:
Email
Type:
task
Priority:
Not set
Severity:
normal

Tracking

(Not tracked)

Status:
RESOLVED FIXED

People

(Reporter: mthayer, Unassigned)

Details

At the end of IRL Season 5, we ran a survey asking listeners what they'd like to hear more about. The results were staggering: listeners said they wanted to hear more about online privacy than any other topic. See this graph: https://www.screencast.com/t/mg4mT8LBO6Yx.

The good news is: we've already produced a bunch of episodes about online privacy, but they've never been curated for listener consumption – until now.

We'd like to send emails to IRL Mozilla and Firefox audiences on November 12 with the curated list of staff-picked episodes all about online privacy. A draft of the email is on the bottom of Page 2 in this copy doc: https://docs.google.com/document/d/1OzZy3tAjZnI5HQjM4HguYrIbQcyOOPzI4vPBJmMC-yU/edit.

I'll be sure to code the emails and go through the email checklists the week before the send, but wanted to get this on LCM's radar now, in the case we need to move the date a bit. On the email calendar, the sends are labeled on November 12 as:

MoCo_GLOBAL_FF_2019_NEWS_HTML_Podcast-Privacy-Curation_ALL_EN_EML
MoCo_GLOBAL_MOZ_2019_NEWS_HTML_ Podcast-Privacy-Curation_ALL_EN_EML

Hi Michaela,

Here's where we landed after sprint planning: unfortunately the repeat pushes of S5 episodes 1-3 were not prioritized given their scope and relative impact relating to the goals our team is now focused on. However, we can prioritize this bug, and would feel comfortable scaling it up to send to the full Mozilla and Firefox audiences since it's more evergreen. We can also bump up your desired send date from Nov to early Oct for this, in place of the first (or second) repeat push that you had added to the calendar if you prefer, pending bandwidth on your end of course. Please let us know how you'd like to proceed!

Additionally, please note: As our team continues to change shape, a lens we'll be consistently taking moving forward will be around scope & impact in terms of consumer engagement and our relationships KPI when prioritizing work. So another thing we were thinking about that you could consider is creating some additional "best of" IRL season emails (similar to the curation you've put together for online privacy here, but other topics perhaps or season recaps) that are more long-lasting that we could use on an ad-hoc basis as ongoing nurture/engagement content when there are holes in the calendar, or as re-engagement material for lapsed subscribers for instance.

Please let us know if you have any questions.
Thanks,
Lisa

Thanks, Lisa!

Appreciate your thinking here.

  • For the IRL privacy curation send, so glad to hear that you can prioritize this. Daniel is actually planning on making it a central focus in the upcoming Firefox newsletter, so we would actually just want to send it to the full Mozilla list (given that the Firefox list will have already seen it, though in different shape). What is a good date for LCM? I can be sure to code it up a week in advance.

  • Love the idea of using IRL content as a part of re-engagement campaigns or to fill holes in the calendar. We'll put this on our backlog for after Skyline to think about.

  • I responded in the other bug (IRL Season 5 bug) to your concerns with sending the 1-3 episode emails to the audiences who didn't receive them the first time. Hoping you can table until after Skyline (for reasons mentioned in the other bug).

Thanks,
Michaela

Lisa and Juli,

Brad and I synced after seeing that Daniel actually intended to use this curation email as I had drafted it for the Firefox newsletter. So in this case, we can simply send to both the Firefox and Mozilla lists — for the email that Daniel has on the calendar, I believe for Tuesday.

Does that work?
Michaela

Same email will be going to both MOZ and Firefox lists - it's coded up and ready for QA - info here:

  • SFMC email name: MoCo_GLOBAL_FF_2019_NEWS_HTML_Podcast-Privacy-Curation_ALL_EN_EML
  • SFMC email name: MoCo_GLOBAL_MOZ_2019_NEWS_HTML_ Podcast-Privacy-Curation_ALL_EN_EML
  • SFMC folder path: Shared Emails>01 User Initiated Sends>Firefox & You>NA Firefox Brand>2019>2019_09>MoCo_Global_FF_2019_NEWS_HTML_NonFxA-JoinCTA_ALL_EN_EML_Control
  • Intended audience: Mozilla list, English language, Global, all segments
  • Target send date: 09/24/2019
  • A/B test subject lines: will be testing subject lines - in doc as well, but a)
    Top 5 Podcast Episodes about Online Privacy; and b) Must-listen Podcast Episodes about Online Privacy
  • Litmus: https://litmus.com/checklist/tests/14562019?utm-source=V1.1#ol2013
  • Copy Doc: https://docs.google.com/document/d/1OzZy3tAjZnI5HQjM4HguYrIbQcyOOPzI4vPBJmMC-yU/edit
  • Attach header image: n/a - already coded in

Open questions to review during QA:

  • I wasn’t sure if i should append the UTMs to the smartURLs. I did, but flagging in case that’s not the right way to do it.
  • I took out the button CTA at the bottom of the email from the previous send I duplicated from because this send is a list of 5 things each with their own link and it’s not clear what a button would direct to for this
  • there’s a paragraph at the end saying “what is the IRL Podcast” that daniel ID’d in the copy doc as a footer. i just dropped it in, but maybe it’s supposed to have different formatting? Smaller text or something?
  • The text links I dropped in are all super simple - i.e. i know in my 5-for-Five emails there’s a lot more styling in those links. I wasn’t sure how these were supposed to be and the previous email I duplicated from only had the button - no text links - so i just left them simple and you can update styling or let me know how it should be

Hi Michaela,
Sure, that works. I added an event to the calendar for the Moz version and updated the FF email calendar name to reflect the change in content.

Brad,
I did a quick QA myself and provided a list of feedback to Juli already.
She'll do a final QA, make the necessary updates and we'll get you all revised proofs on Monday to get a green light before setting up the sends.

Thanks,
Lisa

(In reply to Bradley Cohen [:supnah] from comment #4)

Same email will be going to both MOZ and Firefox lists - it's coded up and ready for QA - info here:

  • SFMC email name: MoCo_GLOBAL_FF_2019_NEWS_HTML_Podcast-Privacy-Curation_ALL_EN_EML
  • SFMC email name: MoCo_GLOBAL_MOZ_2019_NEWS_HTML_ Podcast-Privacy-Curation_ALL_EN_EML
  • SFMC folder path: Shared Emails>01 User Initiated Sends>Firefox & You>NA Firefox Brand>2019>2019_09>MoCo_Global_FF_2019_NEWS_HTML_NonFxA-JoinCTA_ALL_EN_EML_Control
  • Intended audience: Mozilla list, English language, Global, all segments
  • Target send date: 09/24/2019
  • A/B test subject lines: will be testing subject lines - in doc as well, but a)
    Top 5 Podcast Episodes about Online Privacy; and b) Must-listen Podcast Episodes about Online Privacy
  • Litmus: https://litmus.com/checklist/tests/14562019?utm-source=V1.1#ol2013
  • Copy Doc: https://docs.google.com/document/d/1OzZy3tAjZnI5HQjM4HguYrIbQcyOOPzI4vPBJmMC-yU/edit
  • Attach header image: n/a - already coded in

Open questions to review during QA:

  • I wasn’t sure if i should append the UTMs to the smartURLs. I did, but flagging in case that’s not the right way to do it.
  • I took out the button CTA at the bottom of the email from the previous send I duplicated from because this send is a list of 5 things each with their own link and it’s not clear what a button would direct to for this
  • there’s a paragraph at the end saying “what is the IRL Podcast” that daniel ID’d in the copy doc as a footer. i just dropped it in, but maybe it’s supposed to have different formatting? Smaller text or something?
  • The text links I dropped in are all super simple - i.e. i know in my 5-for-Five emails there’s a lot more styling in those links. I wasn’t sure how these were supposed to be and the previous email I duplicated from only had the button - no text links - so i just left them simple and you can update styling or let me know how it should be

The footer copy that Daniel had identified had typically only gone in IRL email-stream emails, and it's been 'boxed' differently in smaller text as a footer. I'd suggest that it becomes a footer, or if that's not possible, that we simple shorten. "IRL is an original podcast from Firefox." Something like this.

Hi everyone,

Both A/B test sends have been scheduled for tomorrow morning (9/24) at 6AM (winning remainder will be sent at 8AM) to the following audiences:

  • Firefox subscribers: 7.9 M
  • Mozilla subscribers: 1.3 M (minus any Firefox subscribers who are also Mozilla subscribers- final count will be included in the report)

I will report back with the campaign results at the end of this week. Take care everyone!

Cheers,

-Juli

Hi everyone,

I just sent out an email with the campaign results for the A/B subject line tests to both the full Firefox EN and Mozilla EN audiences. Here is a snapshot of that report:

Here are the results for the Podcast Privacy Curation newsletter that was sent to the full EN Firefox and EN Mozilla audiences on 9/24/19. Both audiences were sent an A/B subject line test.

A/B Testing Insights

Subject Line A: Top 5 Podcast Episodes about Online Privacy
Firefox Open Rate: 15.6%
Mozilla Open Rate: 13.4%

WINNER
Subject Line B: Must-listen Podcast Episodes about Online Privacy
Firefox Open Rate: 16.2%
Mozilla Open Rate: 13.6%

Total Firefox EN Audience Results
Total Sent 7,518,860
Open Rate 16.20%
CTR 0.45%
Unsubscribe Rate 0.05%

Total Mozilla EN Audience Results
Total Sent 749,516
Open Rate 12.97%
CTR 0.28%
Unsubscribe Rate 0.02%

Industry averages*
Open Rate: 17.96%
CTR: 2.71%
Unsubscribe Rate: 0.17%

Takeaways
-Both open and click-through rates are below industry averages for these emails, while unsubscribe rates are healthy compared to the industry average. As for the EN Firefox audience specifically, this send also had lower open and click-through rates than both the Brand Promise (20.9% and 1.4%) and AutoBlock (21% and 2.5%) messages that were sent earlier this year, suggesting this content had less relevancy to this audience.

-Subject line B won both A/B subject line tests, though by small margins and were very similar to each other. I suggest posing a question for future A/B line subject tests that can be answered from the results. For example- will the open rate increase with a shorter subject line?

-Clicks were fairly spread out among all links for both emails, but the link with the most interest was "Your password is the worst" with 15% of total clicks for both audiences.

-There was also a high number of complaints across all of our IPs from these sends, likely due to sending to the full EN Firefox and Mozilla audiences, which should be taken into consideration for future plans (i.e. we'll most likely want to only target the IRL-engaged groups moving forward who have shown specific interest in podcast content to not further risk deliverability impacts).

*These are industry averages (2019)--not Mozilla/Firefox averages--for comparable ongoing series sends.

Let me know if you have any questions- thanks!

Cheers,

-Juli

Status: NEW → RESOLVED
Closed: 6 years ago
Resolution: --- → FIXED
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