982122 - Firefox Account email copy improvements

Status: RESOLVED FIXED

(Marketing :: Copy, task)

Description

[Ryan Feeley [:rfeeley]]

>>Project/Request Title:
Firefox Account email copy improvements

>>Project Overview:
We've written the account verification and password reset emails ourselves, but realize that when looking at them in real world use (mobile devices, just inbox scanning) that the copy could be more concise.

>>Creative Specs & Deliverables:
Copy tweaks on an etherpad are fine. See Ryan for original emails (text, and screenshots).

>>Launch Date:
2014-03-18

>>Creative Due Date:
2014-03-18

>>Mozilla Goal:
All

>>Points of Contact:
ARRAY(0x7f42e42676f0)

Comment 1

[Ryan Feeley [:rfeeley]]

Attachment: Inbox View

Comment 2

[Ryan Feeley [:rfeeley]]

Attachment: Message View on iPhone

Comment 3

[John Gruen [:jgruen]]

Hey guys, I don't think we're going to be able to change the strings for 'just' emails viewed on mobile, so keep in mind that this will have to work everywhere. I've filed an issue on the fxa-content-server to fix the ios mail layout issue. 

https://github.com/mozilla/fxa-content-server/issues/706

Comment 4

[Ryan Feeley [:rfeeley]]

Definitely didn't mean to imply we need to issue different mails for mobile and desktop which is highly illogical captain.

Comment 5

[John Gruen [:jgruen]]

another content-server bug for this: https://github.com/mozilla/fxa-content-server/issues/707

Comment 6

[Jennifer Balaco]

Thanks for submitting this project, Ryan. Matej or Troy will take a look soon.

Comment 7

[Matej Novak [:matej]]

John, do those bugs affect the copy in any way? Is it just the text in comment 1 & 2 I should be looking at?

Comment 8

[Matej Novak [:matej]]

Still waiting on a bit of clarification. Want to make sure I understand before proceeding.

Comment 9

[Ryan Feeley [:rfeeley]]

Matej, the other bugs are not related to this.

Comment 10

[Matej Novak [:matej]]

Sorry for the delay. Here's the copy.


NEW ACCOUNT EMAIL:

CURRENT:

from: Firefox Accounts
subject: Confirm Your Account
headline: Firefox Accounts
copy: Congratulations! [e-mail], you are seconds away from verifying your Firefox Account.
button: [ Verify ]
legal: If you received this email in error, no action is required.

PROPOSED:

from: Firefox Accounts
subject: Verify your account
headline: Congratulations!
copy: [e-mail], you're one click away from verifying your Firefox Account.
button: [ Verify ]
legal: If you received this email in error, no action is required.


RESET PASSWORD EMAIL:

CURRENT:

from: Firefox Accounts
subject: Reset Password Request
headline: Firefox Accounts
copy: A request to reset the password for [e-mail] has been made.
button: [ Reset password ]
legal: If you received this email in error, no action is required.

PROPOSED:

from: Firefox Accounts
subject: Reset your password
headline: Are you sure?
copy: Please confirm that you'd like to reset the password for [e-mail]
button: [ Reset password ]
legal: If you received this email in error, no action is required.

Comment 11

[Shane Tomlinson [:stomlinson]]

Progress can be tracked in https://github.com/mozilla/fxa-content-server/issues/835

Comment 12

[Shane Tomlinson [:stomlinson]]

:ckarlof's request in GitHub issue #625 is:

> I think we should add a message to these emails stating 
> that this message was sent by an automated system, and 
> if the user has a support issue she should visit an 
> appropriate place (e.g., SUMO).

:matej, can you supply us with text to help users understand the email is an automated response?

Full context is here: https://github.com/mozilla/fxa-content-server/issues/625

Comment 13

[Ryan Feeley [:rfeeley]]

Here is a rough attempt, and Matej will correct shortly.

CURRENT: If you received this email in error, no action is required.

PROPOSED: This is an automated email; if you received it in error, no action is required. For more information on your account, visit <link>Mozilla Support</link>.

(I don't think SUMO pages exist yet?)

Comment 14

[Matej Novak [:matej]]

(In reply to Ryan Feeley from comment #13)
> Here is a rough attempt, and Matej will correct shortly.
> 
> CURRENT: If you received this email in error, no action is required.
> 
> PROPOSED: This is an automated email; if you received it in error, no action
> is required. For more information on your account, visit <link>Mozilla
> Support</link>.
> 
> (I don't think SUMO pages exist yet?)

That looks pretty good. Just a small tweak from me:

This is an automated email; if you received it in error, no action is required. For more information, please visit <link>Mozilla Support</link>.

Comment 15

[Shane Tomlinson [:stomlinson]]

Thanks :matej and rfeeley! I'll make the updates today.

Comment 16

[Shane Tomlinson [:stomlinson]]

Updates made. I have tentatively added a generic SUMO link to the emails, but it would be nice to have a Firefox Accounts specific link. :ckarlof, any plans to create a Firefox Accounts page on SUMO?

Comment 17

[Chris Karlof [:ckarlof]]

There are some existing pages for FxA on SUMO, but in this case, it would be probably be appropriate to link to a page that explains why a user might have received a verification or reset email, and (after we support it) provide information about how they could report abuse.

Created Bug 996147 to track the creation of that page.

Comment 18

[Ryan Feeley [:rfeeley]]

Latest designs with updated copy are available from the original user flow diagram, but also directly here:

https://www.dropbox.com/s/xiqln0xsaiwxe3d/Verification%20Email.pdf

https://www.dropbox.com/s/54a3mv9ya8aq5uq/Reset%20Email.pdf

Comment 19

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

Thanks all! Good to close?

Comment 20

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

^^ eh?

Comment 21

[Ryan Feeley [:rfeeley]]

More tweaks were implemented based on SPAM issues with wording. See: https://github.com/mozilla/fxa-content-server/issues/1031

Comment 22

[Matej Novak [:matej]]

Why are we getting away from "Verify" and "Verification"?

"Complete," "Confirm" and "Activate" all seem like unnecessary complications. We're asking people to look for and interact with a verification email, so we should use that language consistently.

Or, if there's a reason we need to change it here, let's make sure we change it in earlier steps as well.

Comment 23

[Ryan Feeley [:rfeeley]]

> Why are we getting away from "Verify" and "Verification"?

Believe it or not, the tool we used marked this as a suspicious word. I can only assume it would appear in spam in the context of "gold bullion payment awaits, verify!".

> We're asking people to look for and interact with a verification email,
> so we should use that language consistently.

I see confirm/activate/verify used interchangeably within the same messages. I'm not sure if it's intentional, or done for SPAM reasons as well.

I'll see if we can get access to this tool and other tools like it. Effective copy for transactional emails is something we need master (never quote me on this).

Comment 24

[Matej Novak [:matej]]

I would really like to keep this consistent. Let's have a look at the entire flow once we settle on the language for the email.

Comment 25

[Shane Tomlinson [:stomlinson]]

I am changing the needsinfo to Zach Carter, he has been working on this task.

Comment 26

[Chris Karlof [:ckarlof]]

Jess (our local email expert), can you weigh in here?

Comment 27

[Chris Karlof [:ckarlof]]

Jess, in particular can you weigh in on the email copy and changes proposed here: https://github.com/mozilla/fxa-content-server/issues/1031#issuecomment-42890282

What tools can we use to evaluate the deliverability of these changes before we ship them?

Comment 28

[Jessilyn Davis]

Hey team,

Here's the list of trigger words to avoid in ExactTarget's Content Dectector (a good resource): http://help.exacttarget.com/en/documentation/exacttarget/content/content_detective/

I ran the sample copy (https://github.com/mozilla/fxa-content-server/issues/1031#issuecomment-42890282) through the content checker and there aren't any major flags.

This is also another good resource to gut-check email spam filters - it includes words as well as email infra setup:
http://spamassassin.apache.org/tests_3_3_x.html


I will say that more than the trigger words, the IP & sender domain reputation will be THE biggest way to make sure you land in the inbox - that's why it's really good to work with a dedicated IP and have many good email practices in place across email programs to build on that reputation. Said another way, if you were to send these emails via our current IPs in ExactTarget, you may have a little more wiggle room with using potentially spammy words since we are an established sender and have a good reputation *and* if those emails perform really well despite their potentially spammy words (ie the spammy words become less relevant if we have consistently high open and click through rates, and low spam complaints).

Let me know if you have any questions or if I can be of further help.

Comment 29

[Ryan Feeley [:rfeeley]]

My home email client (Mac Mail) is still recognizing this as junk. I asked Matej for a quick improvement and suggests this:

CURRENT: Congratulations!
PROPOSED: Almost there

Comment 30

[Matej Novak [:matej]]

Good to close this?

Comment 31

[Chris Karlof [:ckarlof]]

Yes: https://github.com/mozilla/fxa-auth-mailer/pull/19