Engagement/Email Planning Launch

Define goals of campaign

Examples:

• Drive traffic to landing page
• Promote Firefox download
• General awareness

Set quantifiable goals:

• Click through rate
• Open rate
• List growth rate

Building your list

Timing: Begin planning opt-in form one month prior to campaign launch date

Set up opt-in form on Mozilla.com

• File web dev bug. Include timing - when do you need it (plan on at least one month of dev time)
• What fields will you be passing data to inside Responsys
• If your list is new, request schema fields inside Responsys. Web dev will also need these before completing your form.
• Determine whether or not you’re localizing
• If localizing, file separate bug for l10n

Items to Localize:

• Opt-in page
• Opt-in page confirmation message
• Opt-in page error messages
• Confirmation emails
• All newsletter content
• Is this a consumer list? If so, discuss adding opt-in to the preference center.

Opt-in form requirements:

• Email address
• Country
• Privacy Policy with checkbox

Opt-in Form Examples:

www.mozilla.com/newsletter

www.mozilla.com/de/newsletter

www. mozilla.com/newsletter/about_mobile/index.html

Set up your email confirmation

• When a user opt-ins for your campaign, an email must be sent to the address.
• Write confirmation copy o Decide whether a single or double opt-in is required
• Single opt-in adds subscriber to the list immediately after the web form submits
• Double opt-in does not add the user until they click a link inside an email confirming interests in your content.
• Work with Responsys contact to set up confirmation email trigger
• Timing: 8 business days

Create email campaign

Is there a template already in place?

• Yes – file HTML bug, code yourself or use Responsys editor
• No – file creative bug and HTML bug for slicing

Email campaign design:

Ensure web dev is following best practices for email mark up.

• http://kb.mailchimp.com/article/how-to-code-html-emails/
• http://www.email-standards.org/
• Create an html and text-only version of your campaign
  

Proof launch

• Before sending campaign, send proof launch

Test HTML with Litmus

• Use Litmus email rendering to confirm your campaign is rendering properly in major email clients and web browsers

Focus testing efforts on:

• AOL
• Gmail
• Hotmail
• Yahoo
• Microsoft Outlook /2003/2007/2010
• Apple Mail
• Thunderbird

Get another pair of eyes (or several)

• Thoroughly proof copy in both HTML and text-only versions of your campaign\

Send campaign

• Schedule or send campaign.
• Contact Mozilla Responsys administrator (Winston Bowden - wbowden@mozilla.com) to schedule/send.

Analyze reporting and compare to campaign goals

Types of reporting

• Live report – instant reporting, but the responses are aggregate – not unique 
• Insight report – takes several days to tabulate accurate Insight report, but this is the most accurate and comprehensive report o Overlay report – shows which links/images in the email were clicked. This can be accessed in real time. Like the live report, it only show aggregate data. It does not screen out duplicate clicks.