Closed Bug 727102 Opened 14 years ago Closed 14 years ago

Copy for email drip campaign 2012

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: ccollins, Assigned: matej)

Details

Hi Matej The email team would like to start running a "drip" campaign for email - after a new email subscription, we send them a series of introductory emails depending on where they signed up. So while all would be similar, there's a different email drip campaign sent to our big 3 sign up locations 1. Newsletter page 2. Desktop download 3. Mobile download Here is the copy outline I've put together, which just pulls together information pulled off of the Web (and "stolen" from this article, which will definitely have to be re-written, but may help as you write - http://lifehacker.com/5867444/the-always-up+to+date-power-users-guide-to-firefox#interface ) https://docs.google.com/document/d/1XiR0EXoJc9e4H1ChQ7uNhlz-ofqON7YOcQ5xtA-TukY/edit This is a Q1 goal for the email team, so I would like to set a copy deadline of Feburary 28 - if that's doable for you. (So that's copy written and reviewed by the 28th) Ping with any questions!
Oh, and the overarching "campaign" for these emails, as mentioned in the google doc is "Did You Know?" - which might explain some of the copy direction in the outline.
Hey guys. I've got a version of this ready to share. Should I attach a doc or paste it into a new gdoc/etherpad? Whatever makes it easiest for you guys to edit is fine with me.
I think Winston likes the google docs, so he can insert comments. :) Looking forward to seeing it!
Hi Matej, I like this a lot. :) Some general thoughts/questions for you and Winston, as we go through this. -- I just received a drip email from the Sheraton Rewards service. Each email said Email #1 of 3, #2 of 3, etc. I liked the idea, thought I'd throw it out there. -- Also, we have a closing sentence that neatly wraps up the first email, but the others just end after the content. Do you think we should wrap each one up? Ie: There's more to come, stay tuned.
(In reply to Carmen from comment #5) > Hi Matej, > > I like this a lot. :) > > Some general thoughts/questions for you and Winston, as we go through this. > > -- I just received a drip email from the Sheraton Rewards service. Each > email said Email #1 of 3, #2 of 3, etc. I liked the idea, thought I'd throw > it out there. > > -- Also, we have a closing sentence that neatly wraps up the first email, > but the others just end after the content. Do you think we should wrap each > one up? Ie: There's more to come, stay tuned. Those both seem like great ideas to me. I wonder if the numbering should go in the subject line (maybe as well as the body of the email). Anyway, I'll work both those in when I'm making revisions after I've heard back from everyone.
Thanks for the comments and feedback, everyone! Seems pretty straightforward so I should be able to get a revised version done today. The only outstanding piece is a question Winston had about adding something like a tip or a Persona to the first email (some kind of reward). Carmen, what, if anything, should we include there?
(In reply to Matej Novak [:matej] from comment #7) > Thanks for the comments and feedback, everyone! Seems pretty straightforward > so I should be able to get a revised version done today. The only > outstanding piece is a question Winston had about adding something like a > tip or a Persona to the first email (some kind of reward). Carmen, what, if > anything, should we include there? I put the suggestion in the comment reply to Winston, but I'll add it here as well. We talk about personas in email #2. Instead of confusing them in email #1 with a persona they may not understand yet, what if we tease the next email? Something like As a special thank you for signing up for our email newsletter, you'll receive two more special-just-for-signing-up emails with tips, tricks and ways to make your browser fit your personality. Stay tuned!
Quick note: someone should check with Kristen about the transition from using "Persona" as we currently do. I think we're supposed to make this transition for the March newsletter. We should probably implement the new wording in these drip campaigns as well. Carmen, can you check with Kristen about the changing of the name "Persona"? (both for this drip campaign and for the March newsletter?)
Let's get the copy written and ready, and we'll work through the Personas/Themes things in parallel. There have been several emails in the last week or so discussing this, and I'm not sure there's really a communication plan around it. Flitgar is the point person, per an email from Dan Mills this week. I have a large concern with calling something a Theme in the email and then pointing to a page named "getpersonas." I will follow up again - but the responses I've gotten so far haven't been particularly baked.
Teasing is great too, but i'd like something tangible in email 1. It's proves the value of the drip campaign and emphasizes that there's more goodies in email 2 and 3. Doesn't have to be a persona - but has to be something.
(In reply to Winston Bowden from comment #11) > Teasing is great too, but i'd like something tangible in email 1. It's > proves the value of the drip campaign and emphasizes that there's more > goodies in email 2 and 3. Doesn't have to be a persona - but has to be > something. Two ideas: We're already giving them some tips in the desktop and mobile download page versions of email #1. Could we reuse some of that content for the newsletter page email? Or what if we given them something related to the non-profit message? Maybe the new video?
(In reply to Matej Novak [:matej] from comment #12) > (In reply to Winston Bowden from comment #11) > > Teasing is great too, but i'd like something tangible in email 1. It's > > proves the value of the drip campaign and emphasizes that there's more > > goodies in email 2 and 3. Doesn't have to be a persona - but has to be > > something. > > Two ideas: > > We're already giving them some tips in the desktop and mobile download page > versions of email #1. Could we reuse some of that content for the newsletter > page email? > > Or what if we given them something related to the non-profit message? Maybe > the new video? +1 on the video - that might be nice. The tips for desktop and mobile are in those other versions because we know where the folks are signing up. I can't think of any tip broad enough to span mobile and desktop for the email that isn't clear on where the user is signing up.
Changes made, links added, awesomeness verified. ;) Should be all ready to go.
Thanks, Matej. Copy direction looks great. I still want more beef in the first email. The video is great - but it's not providing the user with something they can play with. I'll think on it more today and propose a solution.
(In reply to Winston Bowden from comment #15) > Thanks, Matej. Copy direction looks great. I still want more beef in the > first email. The video is great - but it's not providing the user with > something they can play with. I'll think on it more today and propose a > solution. Not sure how long they're going to be around, but how about a link to the Speed page or the new Devices page?
+1 for new devices. (but that's not available for l10n version - yet) The speed page - while catchy - shouldn't be as relevant to new signups? (that's me assuming that the bulk of new subscribers are coming from download pages)
(In reply to Jessilyn Davis from comment #17) > +1 for new devices. (but that's not available for l10n version - yet) > > The speed page - while catchy - shouldn't be as relevant to new signups? > (that's me assuming that the bulk of new subscribers are coming from > download pages) This would only be on the version of the email that goes to people who sign up from the newsletter page (the ones from the download pages already have other content), so maybe the speed page would be OK.
I love the speed page but don't think it's the right fit for drip campaigns. Also not sure on device page. I was looking through the content. We have do not track in email 3. We have it categorized under security, but it's really not security - it's privacy. That's a big feature for us - one that's not easy to find - it's user centric and it works for both mobile and desktop. I'd like to pull that into email no. 1 and remove from 3. It's also a great way to immediately point out that Mozilla and Firefox place user control first.
OK, I've added Do Not Track to email #1 in the newsletter page version, but not the other two. Both the download page versions of email #1 are much more robust and I'm worried those emails are going to get too long and fragmented if we throw Do Not Track in there as well. It would also make the third email in the mobile version pretty thin. Have a look and let me know what you think: https://docs.google.com/document/d/1qJhgGFcJAMR49xIQ2wJlUAh2SxHmCYW1zSo9e9D96BY/edit If we need to work Do Not Track into the other two initial emails, it's probably going to need a bigger reworking.
Hey Guys, Pinging us in this bug to see if we can get this wrapped up. Reading back through the bug, it looks like Matej re-worked email #1 for one version (newsletter page sign ups). Winston, I believe the ball is in your court to see if that's now acceptable, or if you'd like Matej to rework? Winston - I also believe we were waiting for something to give people as a benefit for signing up. Was DNT the answer to that, or are you still thinking about it? This was a Q1 goal, so if we could wrap up the content next week, we can *almost* make it. :)
Looks good. I made one more comment regarding email no. 1. Other than that, I think we can wrap this up.
Thanks Winston, Matej, can you integrate Winston's comment, and then let us know? Then I'll close out the bug. :) Thanks all
OK, made the change. Not sure what you wanted to do with the other two versions of the first email, but it would be easy to cut and paste those if you like. Let me know if you need anything else. Thanks.
I think we're good here. Going to try to get these rolling before the end of the month. Closing copy bug.
Status: NEW → RESOLVED
Closed: 14 years ago
Resolution: --- → FIXED
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