981194 - [Australis] Beta email one-off (copy and design)

Status: RESOLVED FIXED

(Marketing :: Design, task, P1)

Description

[Jessilyn Davis]

>>Project/Request Title:
[Firefox Beta Newsletter] Potential Australis email one-off, design & copy

>>Project Overview:
When Australis goes to Beta, we *might* want to send a new Beta newsletter to our Firefox Beta Newsletter list to re-kick off this newsletter, and get people primed and ready for Australis launch.

If we do this, we can send our Beta Audience the Australis GA release launch one off (Bug 981189)

mail to our Firefox & You subscribers to get them to take part of the update/download launch release party and spread the news to get more folks to download and join the party! 

>>Creative Specs & Deliverables:
Winston will draft the email and need Matej to review.

Timeline:
Draft March 18
Launch - March 21

>>Launch Date:
2014-03-21

>>Creative Due Date:
2014-03-20

>>Mozilla Goal:
Firefox Deskop

>>Points of Contact:
[e-mail]

Comment 1

[Jennifer Balaco]

Hi Jess + Winston, 

For this email, do you know when you'll be able to confirm whether this email is a go? I'm a bit worried with timing, since everyone is really busy right now with the other Australis work.

Comment 2

[Jennifer Balaco]

If you do want to move forward with this newsletter, we will need to know by tomorrow (Tuesday, 3/11). Otherwise, the timeline given will need to be reworked.

Comment 3

[Winston Bowden]

It will def not launch on 3/21.  Probably closer to early April.

Comment 4

[Lizz Noonan - she/her (:lizzn)]

Updated Request and Timeline:

Channel: E-mail

Target Audience: People who have signed up to get Beta e-mails 

WHAT is main thing you want to communicate or want people to do?:

Emails to Beta Audience on Beta launch day that the new version of Firefox is here and to please download the latest version of Beta and let us know what they think. What works, what doesn’t, here’s how to file bugs, here’s how to give us feedback. In addition, ask them to share the Grow Hope message on general audience launch day. Will also have link to explainer video (talks about product changes, etc.)

TONE: Fun and informative

Messaging/CTA: Link to download Beta 

Graphic elements required: Imagery should focus on a few features of the new Firefox features 

Deadline: 
Send out April 5

Timeline:
Copy & design starts – 3/17
Draft copy & design – 3/21
Final copy & design – 3/25
Copy sent to l10n – 3/25
Email coded & sent to be prepped – 3/26
Code sent to l10n teams – 3/26
L10n due –3/31
L10n code due – 3/31
Proofs sent – 4/1
Edits made –4/2
A/B test - 4/3
Ready – 4/5
Launch – 4/5

Comment 5

[Matej Novak [:matej]]

Thanks, Lizz. Timing is tight, but (I think/hope) doable.

Is the plan still for Winston to draft something and for me to review?

Comment 6

[Jean Collings]

Winston, per Matej's note above, will you be able to draft the beta email outline? We can leverage Shannon's PR blog: https://blog.mozilla.org/blog/2014/03/20/help-test-the-new-firefox-beta-faster-simplified-and-easier-to-customize.

Let me know, thanks!

Comment 7

[Jean Collings]

Hi all,

Here's the beta newsletter copy if you can review please! Thank you!

https://docs.google.com/a/mozilla.com/document/d/1emM3Ile5EYET2CvGJzdHVJwxbxXhHy7uEhWj_ds6RZ4/edit

Comment 8

[Matej Novak [:matej]]

This looks great. Just one comment outstanding. Let me know if you have any questions.

Comment 9

[Jean Collings]

(In reply to Matej Novak [:matej] from comment #8)
> This looks great. Just one comment outstanding. Let me know if you have any
> questions.

Just replied! Thanks again! Does Matt take it from here for design? (new to the email world so not sure what happens next).

Comment 10

[Winston Bowden]

We can probably do most of this ourselves.  Let me find the template we've used in the past and post here.  I think the only big thing we'd need is a screenshot of the video with a play icon.  If the video isn't completed in time, a screenshot of Australis.

Comment 11

[Matej Novak [:matej]]

(In reply to Winston Bowden from comment #10)
> We can probably do most of this ourselves.  Let me find the template we've
> used in the past and post here.  I think the only big thing we'd need is a
> screenshot of the video with a play icon.  If the video isn't completed in
> time, a screenshot of Australis.

Oh, oops, the video link was crossed out so I didn't think it was happening and I deleted it. Let me know if we need it back. Otherwise everything is ready to go.

It would be great if Matt or Ty had a look before it gets sent out. Thanks.

Comment 12

[Jean Collings]

(In reply to Matej Novak [:matej] from comment #11)
> (In reply to Winston Bowden from comment #10)
> > We can probably do most of this ourselves.  Let me find the template we've
> > used in the past and post here.  I think the only big thing we'd need is a
> > screenshot of the video with a play icon.  If the video isn't completed in
> > time, a screenshot of Australis.
> 
> Oh, oops, the video link was crossed out so I didn't think it was happening
> and I deleted it. Let me know if we need it back. Otherwise everything is
> ready to go.
> 
> It would be great if Matt or Ty had a look before it gets sent out. Thanks.

Hi guys,

Yeah the video won't be ready in time so that's out. I believe Matt or Ty has a screenshot they can share when they get a chance! Thanks.

Comment 13

[MT]

Hi guys,  I don't have many screenshots of Australis, but this is one I have used for an AMO contest recently.  http://cl.ly/image/3x461h2Y2c0z  Let me know if this is what you had in mind and also what dimensions are needed?  I am thinking 300 x 200px, similar to other sizes for newsletters?  

Thanks,
MT

Comment 14

[Matej Novak [:matej]]

Hi Matt,

Could you check in with Lee or Ty? I think they have the latest screenshots.

Comment 15

[John Slater]

Hey Matt. Double ZZ Noonan can help you with screenshots - we have many. (Also, how soon do you need them? Lizz is on PTO today.)

Comment 16

[MT]

Thanks guys, I can check in with Ty or Lee in the meantime.  I believe this deadline is coming up soon, so I would need to get going on this by Monday if not today.

Although I am not sure the extent of how this screenshot would be used. Would this be used as a larger scale hero shot or a smaller thumbnail?

Comment 17

[Jean Collings]

I'm assuming hero since this newsletter is all about Australis...but that's my guess!

Comment 18

[Lizz Noonan - she/her (:lizzn)]

Hey Matt! Here's the Dropbox link to all the Australis screenshots: https://www.dropbox.com/sh/k0jtvlz3uez9805/k3gj2fn4Tj

I can pull out a specific one if you'd like. LMK.

Comment 19

[MT]

Attachment: Australis_betaEmail_OneOff.jpg

Thanks for passing along, Lizz.  I've attached a layout using some of the screen grabs as hero images to highlight the key new features. Let me know what you think of something like this as an option.

Comment 20

[Jean Collings]

Hi Laura,

Can you confirm if you are comfortable with the beta newsletter layout - especially using one of the FB images? Matt created the attachment 8399544 [details]. 

Let me know, thanks!

Comment 21

[John Slater]

Thanks Matt. I've asked Lizz to batch up this with the other newsletter, email and social posts that you're working on...would like to review them as a group. Stay tuned!

Comment 22

[Matej Novak [:matej]]

(In reply to John Slater from comment #21)
> Thanks Matt. I've asked Lizz to batch up this with the other newsletter,
> email and social posts that you're working on...would like to review them as
> a group. Stay tuned!

John, please let me know if you have any questions when you see it all. There are probably minor differences between the wording here and in the monthly newsletter, but it should all be mostly the same.

Comment 23

[MT]

Attachment: Australis_betaEmail_OneOff_v2.jpg

Hi all, 

Want to pass this option along as well. The look is based on some of the graphics Ty has already established. Thought this offered a bold look in contrast to the more subtle look and feel of the v1. The tab shaped silhouette at the top is also a consistent element being used to promote Australis.

Comment 24

[Lizz Noonan - she/her (:lizzn)]

Thanks, Matt!

John and Laura, what say you?

Comment 25

[John Slater]

Love the look of it for sure.

Am concerned about the use of "new Firefox" in the headline when that's a direction we've been trying to move away from everywhere else. Matej, what do you think?

Comment 26

[Matej Novak [:matej]]

(In reply to John Slater from comment #25)
> Love the look of it for sure.
> 
> Am concerned about the use of "new Firefox" in the headline when that's a
> direction we've been trying to move away from everywhere else. Matej, what
> do you think?

Good catch, John. Thanks.

Matt, here's an updated version of the headline and copy:


[HEADLINE]

The next generation of Firefox


[COPY]

A sleek, revamped Firefox is in Beta, with some exciting improvements that make it the most flexible browser there is — including a customizable menu that will keep your favorite features one click away. 

Redesigned from the (virtual) ground up, the latest version of Firefox brings a modern refresh to our classic browser. All that, and it’s the fastest Firefox yet.


[BUTTON]

(stays the same)


[TEXT BELOW BUTTON]

(stays the same)

Comment 27

[MT]

Attachment: Australis_betaEmail_OneOff.jpg

Comment 28

[MT]

Attachment: Australis_betaEmail_OneOff_v2.jpg

Thanks guys, I've attached updated versions.

Comment 29

[John Slater]

Thanks Matt. Just so I'm clear, the idea is to pick one of these versions, right?

I love the style of the blue/tabbed one, but the more standard one does a better job of showcasing what Australis actually looks like. Am guessing that's our one.

User engagement team, what say you?

Comment 30

[MT]

That's correct. My thought that we could perhaps use the blue tabbed style for the teaser, and the standard look for post launch emails?

Comment 31

[Jessilyn Davis]

Thanks team. We'd like to roll with the standard one for this crew.

One flag on the image: 

The main image = Brilliant!

The secondary/behind image looks like it features the old/not-advertising/not-using anymore Facebook/Social-API integration. (see https://bugzilla.mozilla.org/show_bug.cgi?id=981194#c20)

Can you remove this secondary image and make the big one a little bigger?

Thanks!

Comment 32

[MT]

Attachment: Australis_betaEmail_OneOff.jpg

Comment 33

[Jessilyn Davis]

Brilliant.

Thanks MT!