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Comment 2

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11 years ago

Thanks, Lizz. Do we have all the info we need to get going here? Is the main CTA download or the share campaign? I'm guessing we'll want to hit both, just want get the priorities right. I'm going to assign this to Troy, but please let us know if there's any more info or specific direction (specifically, will there be an outline to work from or will it be written from scratch?). Troy, I would say the messaging here will be more based on the copy deck I shared with you for the new Firefox website than the copy in the April newsletter. Also, the social campaign referenced in this bug is now called The Web We Want. I've shared the copy deck for that site with you as well and I can give you more info as you get into this. Here's a high level description of the campaign: The Web We Want asks Firefox users to share their vision for the Web and help shape its future. It also allows them to watch, in realtime, Firefox downloads and any interactions with the site on an interactive map. That way they can see and learn more about the issues that matter most to users around the world.

Assignee: Mnovak → troy

Assignee

Comment 3

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11 years ago

Thanks, Matej.

Reporter

Comment 4

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11 years ago

Have it on my to-dos to sync up with Winston post this latest PR meeting. There's a bit of a delay on this given the news the past weeks. I'll know more and comment in here soon. Thanks, team.

Flags: needinfo?(jdavis)

Reporter

Comment 5

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11 years ago

Hey team, Here's the latest way forward: The one-off email should be 100% product-feature focused with a few top selling points about why the new Firefox is so awesome. I think you have these talking points on hand already. Please let me know if you do not or need them narrowed down to the 2 or 3 to feature in the email specifically. There should be 1 CTA: Get the all new Firefox (Or however the phrasing should be from PMM to talk about the new Firefox) 2 CTA locations: * button at top = giant * words at bottom = also big (to get people who read all the way through to click through and download) There can be a smaller, secondary sentence below the words at the bottom CTA, that says something to the effect of: And after trying it out, if you love it, be sure to share it with your friends! (NO link). Layout should be similar to: The June 2012, Firefox 13 release: http://view.e.mozilla.org/?j=fef91c71706305&m=fe9915707361037e75&ls=fe5c1777756d0d7c7015&l=ff6e157075&s=fe5f1572756701757313&jb=ffce15&ju=feb91777766c0d75&r=0 Or the major tablet release, Sept 2012: http://view.e.mozilla.org/?j=fed415717466027d&m=fe9915707361037e75&ls=fe5c1777756d0d7c7015&l=ff6e157075&s=fe5f1572756701757313&jb=ffce15&ju=fe971570746c027b77&r=0 But updated with our latest styles and logo (ie no rounded corners, etc.) - like the OS one off: http://view.e.mozilla.org/?j=fec1167676670d7a&m=fe9915707361037e75&ls=fe5c1777756d0d7c7015&l=ff6e157075&s=fe5f1572756701757313&jb=ffce15&ju=fe8e17767d65037971&r=0 Copy should be short and sweet, and feature images should be as mobile-viewing/data-usage friendly as possible (light weight and stackable for mobile view). Let me know if this helps or if you have more questions. Thanks team!

Flags: needinfo?(jdavis)

Comment 6

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11 years ago

Amazing. Thanks so much, Jess. Let's try to really keep this one short and sweet. I'd say the messaging is a hybrid of what's in the monthly newsletter and the site copy (i.e. still quite feature driven, but with a benefit layer on top). It should probably lead with our top line messaging, though (same headline that's on the site — in general, I'd say the Overview page can serve as a guide here). Troy, let me know if that makes sense and if you have any other questions. Jess, the rough draft was originally due today. How's the timing looking?

Assignee

Comment 7

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11 years ago

Sounds good. Can I get a doc of the copy for the site though? I don't think I have it (or the link to it anymore). Other than the newsletter, all I seem to have is copy for an intro script about Australis. Thanks.

Comment 8

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11 years ago

(In reply to Troy Palmer from comment #7) > Sounds good. Can I get a doc of the copy for the site though? I don't think > I have it (or the link to it anymore). Other than the newsletter, all I seem > to have is copy for an intro script about Australis. > > Thanks. I just sent you the link again. Let me know if you don't get it. Thanks.

Reporter

Comment 9

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11 years ago

Timing - does this work? Draft copy & design – 4/11 Final copy & design – 4/15 Copy sent to l10n – 4/16 For my records: Email coded - 4/17 l10n prepped & code sent – 4/18 L10n due – 4/21 L10n code due & proofs sent – 4/23 Edits made – 4/24 & 25 (through weekend if needed) Ready & scheduled for launch – 4/28 Launch – 4/29

Comment 10

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11 years ago

(In reply to Jessilyn Davis from comment #9) > Timing - does this work? > > Draft copy & design – 4/11 > Final copy & design – 4/15 > Copy sent to l10n – 4/16 Looks swell to me!

Assignee

Comment 11

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11 years ago

Looks good to me, too. And I got the link to the doc — thanks!

Assignee

Comment 12

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11 years ago

Hey everyone Here is the link to my copy deck. I structured the email with a headline and a short intro paragraph, followed by three (also) short paragraphs for features (privacy / speed / flexibility). Let me know what you think, if you have any questions, or if you'd like to see a different structure. https://docs.google.com/document/d/1nWiNdow2fzDAncLN1x3avTvebWBrGZkFr1P725ye3rM/edit?usp=sharing Thanks, Troy

Comment 13

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11 years ago

Hey Jess, Final copy is due today. Do you have any feedback for us? Thanks.

Flags: needinfo?(jdavis)

Reporter

Comment 14

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11 years ago

Howdy! Thanks for checking in. The cause of my delay: There are changes in the works to the overall Australis plan and I'll know how this impacts this one-off by 5pm EDT today. I'll comment in the bug shortly thereafter. Thank you and I'm sorry for the continued last-minuteness.

Flags: needinfo?(jdavis)

Comment 15

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11 years ago

(In reply to Jessilyn Davis from comment #14) > Howdy! Thanks for checking in. The cause of my delay: There are changes in > the works to the overall Australis plan and I'll know how this impacts this > one-off by 5pm EDT today. I'll comment in the bug shortly thereafter. Thank > you and I'm sorry for the continued last-minuteness. That's OK. Just wanted to make sure we didn't miss a deadline. Thanks for the update.

Comment 16

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11 years ago

Attached image Australis_launchEmail.jpg (obsolete) — Details

Hi guys, want to pass this layout along based on Troy's copy. I see that Jess has mentioned there may be some changes to the overall Australis plan. Not sure how this will be effected, but want to share as a starting point. The idea is to make use of a new browser screenshot and highlight some of the key features mentioned in the copy below the hero image. Let me know what you think. Thanks, Matt

Comment 17

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11 years ago

Hey Matt, I think that's a great start. There are a few details that I see need to be tweaked, but let's wait to see where we land today and make them all at once. As for design, what do you think about trying the other layout you had for the pre-launch email? I think that bold image may work well for the launch email since it ties back to the look of the launch site.

Comment 18

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11 years ago

Thanks Matej, I'm not opposed to that idea. Just thought we would want to change it up between pre-launch and launch, but consistency in the imagery isn't a bad thing. I will wait to hear what is happening with Australis.

Comment 19

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11 years ago

(In reply to MT from comment #18) > Thanks Matej, I'm not opposed to that idea. Just thought we would want to > change it up between pre-launch and launch, but consistency in the imagery > isn't a bad thing. I will wait to hear what is happening with Australis. I thought we were using this for the Beta email: https://bug981194.bugzilla.mozilla.org/attachment.cgi?id=8404977 And this is what I was suggesting we try here: https://bug981194.bugzilla.mozilla.org/attachment.cgi?id=8404759 So they would look distinct. But yes, let's wait to hear before making any major changes.

Comment 20

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11 years ago

Ah, see what you're saying. I'm on board with that suggestion.

Comment 21

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11 years ago

Who do we need to hear from to confirm? Just want to be clear.

Reporter

Comment 22

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11 years ago

Hi! You need to hear from me :) For this launch email, we want to keep it the real screenshots of the browser for several reasons (image slicing & coding in email, keeping the image sizes light, localization, moving the button up, showing the real browser feature and why it's new, etc.) Here are the edits (it's looking pretty good!): COPY * The copy looks really good! Only one thing needs to be changed: The button CTA copy. Can the button be something shorter like "Upgrade Firefox" or "Download the new Firefox" (granted we have to avoid "new") or "Get the new Firefox" * Question: Can we use the phrase "Download the new version of Firefox today!" ? DESIGN * Switch the button and the hyperlinked words. Button should be as close to directly above the fold as possible (not below). * Main image. Is it possible to show the entire interface without the zooming in pieces? It might need a new screenshot with the window slightly smaller in width to be able to show the whole topbar without too much zooming out. The main thing is that we want this first look at the new Firefox to be as sleek and full-picture as possible. After they download it, they'll get the tour on what's new and zoom in on specific features. Maybe something like the "Tabbar and Toolbar in Firefox" image here: https://blog.mozilla.org/ux/2013/12/whywhatiswhere/ * Remove the Facebook & Twitter links. We're only going to plant the idea that they should share it. We want them to click on the download links/buttons first/only. They'll get more chances and prompts to share after they download. Let me know if you have any questions. Thanks team!

Comment 23

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11 years ago

Thanks, Jess. Here are my thoughts and revisions: Re: Headline • We're going to have to make this match the campaign headline. Matt, the new line will be confirmed tomorrow. Re: Button • Good call on making it shorter. Here are some new options: Get the latest version Upgrade your Firefox Get the best Firefox yet Re: Text CTA • In this case I think we're OK, but to be safe, let's make it "Download the latest version of Firefox today!" Re: Design • We're doing some pretty deliberate things with this launch, including the design, look and feel of the website and other launch materials. The main image on the new Firefox site is a stylized version of the browser chrome. It still shows how the latest version is different, but does so in a more visually striking and unique way. Given the size and impact of this launch, it would be good to keep our launch materials consistent. Can we continue the discussion about the design, especially why you don't think something like that would work in the email? It would still be a small image that would keep the button high on the page and wouldn't require any l10n.

Reporter

Comment 24

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11 years ago

Hey team, The copy is finished: https://docs.google.com/a/mozilla.com/document/d/1nWiNdow2fzDAncLN1x3avTvebWBrGZkFr1P725ye3rM/edit Matej, I'll go with your design lead since you know what's in other channels - can you advise MT on how to proceed? Thanks team!

Comment 25

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11 years ago

Thanks, Jess. Matt will share something here soon. It's looking really good.

Comment 26

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11 years ago

Attached image Australis_launchEmail.jpg (obsolete) — Details

Hi guys, I've attached an updated layout for the launch email. I've altered to include some of the changes requested...most notably the placement of the main CTA to above the fold. Also, I have included a flat style graphic similar to other creative used. Due it's natural horizontal layout, I've cropped the graphic to give a greater visual impact. Let me know what you think of this approach. Thanks, Matt

Attachment #8406999 - Attachment is obsolete: true

Comment 27

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11 years ago

The time is right...for me to +1 that email. (sorry, couldn't resist) It looks great to me. One caveat is that the messaging won't be approved/finalized until Thursday (am hoping for early in the day, but not sure when). Stay tuned for more on that. And thanks for this.

Comment 28

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11 years ago

Looks great, Matt. Love the way everything works together. I think ultimately we'll want to remove the orange dotted lines, though, since those specifically show customize mode. I also confirmed with Jess that the button should be green. Thanks. (In reply to John Slater from comment #27) > The time is right...for me to +1 that email. (sorry, couldn't resist) +1 to this

Comment 29

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11 years ago

Hey Jess, I was just thinking a little more about the CTA on this. I'm guessing most of our newsletter subscribers are already Firefox users, so they'll get the update automatically. The download page also has conditional content depending on whether or not they're up to date. So if we just prompt them to download and the page they land on tells them they're already on the latest version, that could be confusing. I'm wondering if we should reword it to say that they'll probably be updated automatically, but they can follow the link to make sure they're on the latest version. WDYT?

Flags: needinfo?(jdavis)

Reporter

Comment 30

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11 years ago

Hello all, Re: Copy, we just got new direction to take with the copy. Matej, can you check our email and recommend copy changes to incorporate the new direction? Re: CTA - we want people to get pumped and download Firefox on the day that it's launched. We shouldn't mention that they'll eventually get the update. It is highly unlikely that people on our email list will have automatically updated by the time they get this email. This is our one chance to really get people pumped to get the newest Firefox first and then join the social sharing extravaganza with the Glow campaign post downloading. We want them to download it now, love it, and share it. Re: design - I like the look of the simplified download bar and dropdown menu, but I'm not digging the overall look of the email. It makes the email look copy heavy. To me, when the copy was in 3 columns below the main image, it made it easier to scan/digest the email copy, and the download button and words CTA stood out more. (There's also a lot of funky slicing to get the image to work around the text and spacing and appear correctly across email inboxes and devices). I'm not 100% sure what to suggest, but I do like the flow/layout of this version better (although the main image needs to be updated and the button CTA is at the top): https://bug981189.bugzilla.mozilla.org/attachment.cgi?id=8406999 Other items that I'd like to see tweaked: * Button should be green. * Can you make the button more square (less wide and more tall) and the font bigger? When I open the email, I want eyeballs to go directly to the button and click on it. * "Download the latest version of Firefox today!" Doesn't need the >> and the ! - I think one or the other works. Is it possible to make this font a bit bigger too? If they do read to the bottom, I want their eyeballs to see this standing out and know exactly what to do. * Italicize the "After giving it a spin..." sentence. This makes it more similar to the style of the tablet email which performed really well (and was featured in a talk by Exact Target about good email design 101, without prompting from us): http://view.e.mozilla.org/?j=fed415717466027d&m=fe9915707361037e75&ls=fe5c1777756d0d7c7015&l=ff6e157075&s=fe5f1572756701757313&jb=ffce15&ju=fe971570746c027b77&r=0 Please let me know if you have any questions or would like to chat more.

Flags: needinfo?(jdavis)

Comment 31

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11 years ago

OK, there's new subject, headline and button copy in the gdoc ready to go. Matt, Jess and I chatted and decided to try keeping the layout as is. So here's what we need to do: • Change the headline to "Get the best Firefox yet" • Change the button text to "Download it today" • Make the button green • Make the button less wide (i.e. so it doesn't go all the way across and isn't so long and narrow) • Increase font size in button a bit • Make "Download the latest version of Firefox today!" a little bigger and remove the » • Put the line below that in italics • Remove the orange dotted outlines • Remove the green bar and checkmark from the bottom of the menu panel (this should look like it did in the blue version you had, with the plus sign there instead) There's also some alignment stuff that you could tweak if you have time. Can you make the opening paragraph more narrow so the left edge aligns with "Made with a mission…" further down? And could you horizontally align the "Works the way you do" and "Faster at what you do most" blurbs? Please let me know if you have any questions. Thanks.

Comment 32

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11 years ago

Attached image Australis_launchEmail.jpg — Details

Thanks guys. Attached is the updated version which reflects the latest changes.

Attachment #8407919 - Attachment is obsolete: true

Reporter

Comment 33

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11 years ago

*whistles a cat call* That looks sweet MT! The spacing and cleaning up of the image and button looks great! Last tweak: The fading below the bar that runs into the words "Made with a Mission" cannot be styled in code or used as a background image in emails. Can you create a version that doesn't have the fading going into the words? (The words need to be on a solid white background. Thank you, Thank you!

Comment 34

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11 years ago

Attached image Australis_launchEmail_bg2.jpg (obsolete) — Details

Thanks Jess. Attached is a version on a solid white background.

Comment 35

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11 years ago

Looks awesome, Matt. What would you think about a slightly darker or bigger drop shadow on the menu so it stands out from the background a bit more?

Comment 36

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11 years ago

Hmm, I'm not opposed to it, just sticking with the original look that was established for consistency. I can post an option.

Reporter

Comment 37

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11 years ago

Sweet! I think a little shadow contrast could be neat for both the menu bar and the top bar (ie the whole image). When I code it, I'm going to slide the top section from the right side section so that I can code the text to the right of the image. Please make sure any shadowing is pretty close to the edge of the image so that I can easily slide and dice it into neat table cells for the images + copy section. Thanks!

Comment 38

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11 years ago

This is looking really good. Jess/Matt/Matej - thanks for working to find a quick solution here.

Comment 39

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11 years ago

Attached image Australis_launchEmail_bg2.jpg — Details

Jess, I've attached an example of what I am thinking for the menu drop shadow. I've kept it subtle to give a bit of definition around the menu box. I'd prefer not to add any drop shadow to the browser chrome, since it is grey in colour the shadow will cause it to look muddy.

Attachment #8408576 - Attachment is obsolete: true

Comment 40

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11 years ago

That looks great, Matt. Subtle, but it definitely helps give it definition. Nice.

Comment 41

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11 years ago

Really nice work on this.

Reporter

Comment 42

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11 years ago

\o/ So good. MT, I totally can see what you mean about not adding the drop shadow to the browser chrome. Can you send on the PSD? Then we can mark this sucker done! Thanks!

Comment 43

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11 years ago

Thanks guys. Here is a link to the PSD: http://cl.ly/3u2M3c2Y3D1l