Closed Bug 676630 Opened 13 years ago Closed 13 years ago

[Email Acquisition] - Copy for What's New Promo

Categories

(Marketing :: Copy, task)

Product:
Marketing
Component:
Copy
Platform:
x86
macOS
Type:
task
Priority:
Not set
Severity:
normal

Tracking

(Not tracked)

Status:
RESOLVED FIXED

People

(Reporter: wbowden, Assigned: matej)

References

Details

Attachments

(1 file)

Current What's New Promo for Mobile
172.66 KB, image/jpeg
Details 
Hi Matej - 

We’re creating an email opt-in promo for Fireox & You on the What’s New page.  It’ll be roughly the same word count as the mobile promo.  See attached.

Primary objective of copy is to convert the What’s New visitor into an email subscriber. 

We’re having some imagery designed for the space.  Here’s what Tara sent to the illustrator:

-----
Here's what we're looking for, and thinking:

* The main canvas it would go on, is here:  http://www.mozilla.com/en-US/newsletter/
* We're looking for something that is *not* a character, but more atmospheric and abstract.  Similar to some of the earlier background illustrations you had done for us in the mozilla.com Firefox 3 years.  Obviously we have a slightly new look going (less heavy, more crisp, graphics)  but still, the main idea is to avoid characters here.
* The general concept would probably revolve around an old school mailbox, and an envelope.  Bringing back the "magic" of receiving mail.  This is where you can have fun with the idea with more abstract elements.  One thought we had was that we'd have an envelope with a Firefox stamp on the back.... cause we'll need to incorporate the FF logo (and colors) in there somehow. 
* This will be used globally, so we should avoid US-centric elements or text.

--------

We’re trying to fast track this project.  What would a realistic turn around be?

Thank you!
Blocks: 676628
No longer depends on: 676628
I think I could turn this around fairly quickly, but it would help me to see what the illustrations look like as I might be able to play off that in the copy. Would that work with your timelines? Also, let me know if any of the language from the snippet might work here. Thanks!
It's going to be a week or so before we get the illustration back.  It'd be great if we could knock it out before so we can just drop the image in once the page is ready. The main theme is receiving mail... mail box image with an envelope on it with a Firefox stamp.. something like that.
OK, I'll try to come up with a few options. Is first part of next week OK?
Blocks: 676932
first part of next week is great.  We're looking to have initial concept sketches by eod Tuesday.
What will the CTA be on this page? Will it be a link to another page? Or will they be able to enter their email address right from here?
Should be a for on the page where they can enter in their info.
Here are some headline and copy options. I didn't want to overwhelm people with info, so I kept the blurbs fairly short, but please let me know if there's anything I missed that you'd like to call out specifically.


HEADLINE

Monthly Awesomeness, Right to Your Inbox

Give Your Inbox an Upgrade

Make Email More Awesome

Get Better Mail

Make Getting Mail More Fun

Firefox Delivers

The Latest News by Electronic Letter

In the Know. In Your Inbox.

Latest. Greatest. Mailest.

Get More From Your Email. And Your Browser.


COPY

Get the latest Firefox tips, tricks and other info every month in our <i>Firefox & You</i> newsletter. Sign up today!

Stay up to date with the latest tips, tricks and other useful info in our monthly <i>Firefox & You</i> newsletter. Sign up now!

Sign up for our monthly newsletter, <i>Firefox & You</i>, and get the latest on your favorite browser delivered right to you.
Thanks Matej, the one I like most is the first one:

> Monthly Awesomeness, Right in Your Inbox. 

For the Copy, I like the first two.

> Get the latest Firefox tips, tricks and other info every month in our <i>Firefox & You</i> newsletter. > Sign up today!

> Stay up to date with the latest tips, tricks and other useful info in our monthly <i>Firefox & You</i> > newsletter. Sign up now!

It's a little hard to judge without seeing the promo graphic, and the copy, all together in the promo to see if it's communicating the message clearly or not.  But I think this is a good start.  I say lets wait for the DDL concept sketches to come in, and we can put these in to a rough mockup to poke holes.
(In reply to Tara from comment #8)
> Thanks Matej, the one I like most is the first one:
> 
> > Monthly Awesomeness, Right in Your Inbox. 

Thanks, I like that one too. Not sure if this is going to get localized, but if so, I wonder if we should pick a second headline that we could offer localizers, given the l10n problems that "awesome" and its various form create.
L10n:  Winston?
First mockup here:
http://cl.ly/2t3O311f3i2H3Z13072M

- main graphic is FPO (waiting for the DDL illo)
- Let me know if there's preference around a different version of Matej's copy
Not really feeling the purple background here to be honest.

Also, seeing this laid out, is RIGHT IN YOUR INBOX really the value prop we want people to see here? I'm thinking maybe not...would be good to agree on the main core message and then work backwards from there.

Winston, what do you think?
Agreed, purple has also been loosely associated with Thunderbird.  So, that and the mail graphic feels off.  Plus, depending on what DDL produces, we can always change the color scheme.  Ideally though it would be more Firefoxy in nature.

Agree on the copy as well.  The font formatting we have with the all caps makes it a bit tricky.  But, we should tweak the message so we're highlighting the right stuff.
Agreed.  Comments on the copy. I'd like the web visitor to know exactly what we're asking them to do when they land on that page - so maybe something more direct asking for the opt-in?  And then rework the bottom portion to talk about the benefits of the content.
I should've clarified that the purple background was also FPO with the placeholder graphic.
(In reply to Winston Bowden from comment #14)
> Agreed.  Comments on the copy. I'd like the web visitor to know exactly what
> we're asking them to do when they land on that page - so maybe something
> more direct asking for the opt-in?  And then rework the bottom portion to
> talk about the benefits of the content.

Opting in is the CTA, but the headline should be about the benefit. Why would they want to opt-in? Otherwise a giant headline that reads OPT-IN would be very off-putting.
Hi there... backing up a tiny bit.  Winston, didn't we talk about having the input form right in the promo? similar to the smaller version below it (which we'll swap out obviously once the larger promo is ready).  So, we need to account for that.
(In reply to John Slater from comment #16)
> (In reply to Winston Bowden from comment #14)
> > Agreed.  Comments on the copy. I'd like the web visitor to know exactly what
> > we're asking them to do when they land on that page - so maybe something
> > more direct asking for the opt-in?  And then rework the bottom portion to
> > talk about the benefits of the content.
> 
> Opting in is the CTA, but the headline should be about the benefit. Why
> would they want to opt-in? Otherwise a giant headline that reads OPT-IN
> would be very off-putting.

Looking back at comment 7, here are the headlines I think are the most benefit focused:

Give Your Inbox an Upgrade

Make Email More Awesome

Firefox Delivers

Latest. Greatest. Mailest.

Get More From Your Email. And Your Browser.
Point taken on benefit in the headline. Benefit is get the inside scoop and latest tips and tricks on Firefox. But I want to make sure they're clear that they're signing up for an email newsletter.

Tara - we did talk about the form implementation.  Let's roll in that directions.
If it makes it easier, here they are with proposed formatting (Lee, please let us know if any of these wouldn't work as I've indicated):

Give Your Inbox 
AN UPGRADE

Make Email
MORE AWESOME

Firefox
DELIVERS

Latest. Greatest.
MAILEST.

Get More From Your Email. 
AND FROM YOUR BROWSER.
Can we see a couple more that explain a little more of what they're getting?  "Get the latest Firefox News."  I'd like to go with something super direct.
I like the lines in comment #20, but they all seem to imply some sort of product upgrade rather than a newsletter...for example, they would mostly work great as headlines for Thunderbird. So, this is super tricky.

Re: comment #21, I think a good formula is to make the headline a little more interesting/attention-grabbing and then add a subhead with the meat & potatoes details (like "get the latest Firefox news"). I personally like that 1-2 punch rather than being too on-the-nose in the headline.
Cool.  Is this something we can test/optimize once we go live?  It would be great to launch with 2-3 and see which performs the best.
(In reply to John Slater from comment #22)
> 
> Re: comment #21, I think a good formula is to make the headline a little
> more interesting/attention-grabbing and then add a subhead with the meat &
> potatoes details (like "get the latest Firefox news"). I personally like
> that 1-2 punch rather than being too on-the-nose in the headline.

I agree. I don't think simply telling them they'll be getting the latest news is all that compelling vs. something more benefit driven and attention-getting, at least in the headline.

(In reply to Winston Bowden from comment #23)
> Cool.  Is this something we can test/optimize once we go live?  It would be
> great to launch with 2-3 and see which performs the best.

Given the last few comments, I think I need a bit more direction before I can write more lines.
re: comment #22, agreed.
re: comment #23, can you ping LoFo ? I think it'll be relatively easy for us to mockup a few options.  But you should talk to LoFo regarding testing.
In the meantime, here's another mockup to give you some visual reference:
http://cl.ly/010A0g2q1w0X1A0y3F2J

- Since we're trying form in the hero spot, I moved the Mobile pod over and FPO'd the MarkUp pod in the middle slot. Should this maybe be a WebifyMe pod?
Lets lock that copy in.  Matej, you're free to take the rest of today off.
Will do on pinging lofo.  

re 24 - back to the benefit of signing up - focusing on the type of content they're going to receive by email.  The benefit is:

- up-to-date info on releases
- latest / hottest add-ons and personas 
- in depth review of new features
Some new options:

Learn About the
LATEST FEATURES FIRST

All About Your
FAVORITE BROWSER

All the News That's
FIT TO SEND

More Features. More Info.
MORE FIREFOX.

Get the News.
LOVE THE BROWSER.

One Little Email,
SO MUCH AWESOME
Nice.  I like several of these.  Favorites:

Learn About the
LATEST FEATURES FIRST

More Features. More Info.
MORE FIREFOX.

Get the News.
LOVE THE BROWSER.

All About Your
FAVORITE BROWSER
Nice work Matej. This one gets my vote:

> More Features. More Info.
> MORE FIREFOX.
Awesome.  Let's roll with that one.  Thanks all!
...new headline in action:

http://cl.ly/3Q053Z2M1Z2z203w3Q32
Me like. Tara, when will we have the illo from DDL drop in here?
One copy edit - can we remove "and other info" from the copy below the headline.  So it would read:

Get the latest Firefox tips and tricks every month in our <i>Firefox & You</i> newsletter. Sign up today!
ps - this is looking awesome.
(In reply to Winston Bowden from comment #35)
> One copy edit - can we remove "and other info" from the copy below the
> headline.  So it would read:
> 
> Get the latest Firefox tips and tricks every month in our <i>Firefox &
> You</i> newsletter. Sign up today!

+1

(In reply to Winston Bowden from comment #36)
> ps - this is looking awesome.

+1
Status: NEW → RESOLVED
Closed: 13 years ago
Resolution: --- → FIXED
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