--- layout: markdown_page title: "Emails & Nurture Programs" --- # Overview This page focuses on emails and nurture programs, owned and managed by Marketing Programs. ## Email Marketing Best Practices **Content** * Email copy should be shorter and more conversion-oriented * Avoid walls of text when possible * Use extremely clear wording and remove words that don't provide value * Minimize CTAs (calls-to-action) * Take advantage of content hierarchy * Use humor when it makes sense * Craft compelling subject lines and employ the preview text as a complement to the subject line * Focus on value-first content and CTAs. Ask yourself: "what's in it for the subscriber?" **Design** * Consider resposive design * Code all text in HTML * Minimize CTAs * Images should add to the goal of your email and not take away from it * An email is not a landing page * Consider accessibility **A/B Testing** * Each test group should include at least 1000 people * You need a bigger test group if you're testing for click-through rate versus testing for open rate * Have a goal and idea regarding what you want to improve and how your test is going to help with that * Test _one_ variable at a time * Due to our small sample sizes, we recommend a full 50/50 split versus a 10/10/80 or 20/20/60 split * Remember your subject line or "from name" (testing open rates) could have an impact on click-through rate and conversion rate * Let the MPM know at the beginning of the project if you're interested in running an A/B test and what your goals/hypothesis is * Keep track of the split test learnings so we can learn and innovate! ## Ad-hoc (one-time) emails - requesting an email To request an email, create an issue in the [Digital Marketing Programs project](https://gitlab.com/gitlab-com/marketing/digital-marketing-programs/issues/new?issuable_template=Email-Request-mpm), using the `Email-Request-mpm.md` issue template. Be as complete as possible providing all requested detail related to the email, goal, target audience and any other pertinent details. Please review the `Email Review Protocol` section below for more detail. **SLA:** Email requests should be submitted **no less than** `72 hours` before intended send date so that the new request can be directed to the appropriate Marketing Program Manager (MPM) and for select cases (see email review protocol below) into the Content Marketing team's workflow. The responsible MPM will be determined by type of email requested ([see division of duties](/handbook/marketing/revenue-marketing/digital-marketing-programs/marketing-programs/#responsibilities)). **Urgent security emails are exempt from this SLA.* All links in email sends, going to about.gitlab.com will need to be appended with utm parameters, following the nomenclature outlined in this [document](https://docs.google.com/spreadsheets/d/12jm8q13e3-JNDbJ5-DBJbSAGprLamrilWIBka875gDI/edit#gid=0). This is the way we track and give attribution to emails. #### Need-to-know details for the email request Below are the information from the issue template that will need to be filled out before the MPM will create the email in the appropriate system: - **Sender Name**: Typically we use GitLab Team for most outgoing communications; for Security Alerts we use GitLab Security. Choosing a name that is consistent with the type and/or content of email being sent is important, if unsure make a note and we will make recommendation. - **Sender Email Address**: What email address should be used? - **Approvers**: All approvers must be listed on the email request. At least one individual who will receive the replies to the email must be listed an as approver. For example, if the email is coming from security@, someone who will receive replies to the email should be listed as one of the approvers. See approval table below. - **Subject Line**: 50 character max is preferred (30-40 characters for mobile devices) - **Email Body Copy**: Can be a text snippet within issue, clearly identified comment on issue or attach a Google Doc with copy. The copy must be approved before requesting the email. - **Target Date to Send Email**: at a minimum a few days notice is preferred because we need to balancing the number of emails being sent to our database so they are not perceived (or marked) as spam; however, a simple email can be turned in a few hours if absolutely necessary - **Recipient List**: Emails can be sent to one of the [existing segments](/handbook/marketing/marketing-operations/marketo#geographic-dma-list ) or a recipient list can be provided as a .csv file - Audience should be appropriately segmented and tokens selected for personalization (if applicable) - All subscribers are selected list are opted-in to receive your message - If supplying a .csv file, the file must include the following fields: Email address, First Name (or Full Name) - If personalizing the email to reference a specific project or page, that field must be included in the .csv file and clearly marked using the same terminology used in the email copy. The email copy must clearly identify {{Project}} or {{Page}} where the applicable personalization should be inserted. #### Types of email requests - **Marketing Emails**: Marketing emails are designed to generate leads. The request process outlined is used for ad-hoc marketing emails (not events, webcasts, integrated campaigns, etc as these all have a separate established process). These emails are sent through Marketo using the marketing database or [existing segments](/handbook/marketing/marketing-operations/marketo/#geographic-dma-list). - **Terms of Service or Privacy Policy Updates**: Terms of Service or Privacy Policy emails are sent to the user base and are not marketing-related. These emails are sent through MailChimp and may require additional approvals, based on the content or number of recipients. - **Support emails**: Support emails are typically sent to a subset of impacted users and are not marketing-related. These emails are sent through MailChimp. - **Security emails**: Security emails are sent either to the entire user base or a subset of users and are not marketing-related. They are often urgent, but in the case of the monthly security release, they are scheduled. The monthly security release email is sent through Marketo. Urgent notifications are typically sent through MailChimp. #### Approvals and notifications for email requests Marketing related ad-hoc emails are sent at the discretion of the MPM team. Terms of Service or Privacy Policy updates that impact all users must be announced on the company meeting, in the `#whats-happening-at-gitlab` and `#community-advocates` Slack channels, and approved according to the table below prior to submitting the Email Request. Support and Security emails sent to a small subset of users should be announced in `#community-advocates` and `#support-managers` Slack channels, and mentioned in `#whats-happening-at-gitlab` if relevant. The approval table below applies to non-Marketing emails. | **Users to be contacted** | **Approval by** | | --- | --- | | <1,000 | reply-to owner | | 1,001-4,999 | PR, reply-to owner, community advocate | | 5,000-499,999 | PR, reply-to owner, community advocate, director+ in originating department | | 500,000+ | PR, reply-to owner, community advocate, director+ in originating department, e-group member | #### Email review protocol All MPMs and reviewers should adhere to the following protocol for every marketing email that is sent to ensure brand consistency and quality in our email program. We use both Marketo and Mailchimp to send ad-hoc emails. Marketo is the primary system for all marketing emails and the regularly scheduled security updates. Mailchimp should be used for emails to gitlab.com users as these users are not in our marketing systems (unless they have signed up for content). *Examples of emails to be sent through Mailchimp: Critical security updates, support updates that impact a specific subset of users, suspicious account activity notifications.* - Once an email request is received using the process above, the MPM determines which system to send the email from. This is usually Mailchimp unless it is a marketing email to our database. - Log into Mailchimp and select "Audience." - Select "View Audiences" from the "Manage Audience" drop down on the right side of the screen. - Select "Create Audience" and name the audience using ISODate_CampaignName. Complete the Default From email address and name (usually info@, but can be security@ or support@ depending on the email). For "Remind people how they signed up to your audience" select "Entire Database" then click Save. - For instructions on adding contacts, review this [documentation](https://mailchimp.com/help/import-contacts-mailchimp/). You can also copy and paste the contacts if the list is small enough. You will be asked to map the fields on your import to the database fields prior to upload. - Select "Campaigns." Find a prior campaign that used the same type of email you want to use (plain text or regular). Security emails, privacy policy updates, and terms of service updates use plain text, support emails can use regular. - Select replicate, then select the audience you created above. If you do not have the list yet, you can select an existing audience and change it later during the review process. - Name the campaign using ISODate_CampaignName. Lay out the email as normal. For information about using Merge Tags, review this [documentation](https://mailchimp.com/help/getting-started-with-merge-tags/). - Send a test email to yourself first to confirm email is correct and the links work properly. Then, make any changes and send a test to the designated approvers. - Once fully approved, review the audience (and update if necessary), sender, subject line, email and schedule to send. ## Email Nurture Programs ### Visualization of current nurture streams
### Current Nurture Programs #### Integrated campaign nurtures Please note integrated campaign nurture is NOT considered top of funnel. Please see the linked epics for campaign briefs for more detail on audience, messaging, and value driver points. High level overview on the messaging for each track: - [Increase Operational Efficencies](https://gitlab.com/groups/gitlab-com/marketing/-/epics/367): The messaging for this track is centered around simplifying the software development toolchain to reduce total cost of ownership. This track is targeted towards directors, managers, tools group, IT platforms in the functional area of development, DevOps, and IT Ops. - [Deliver Better Products Faster](https://gitlab.com/groups/gitlab-com/marketing/-/epics/363): The messaging for this track is centered around accelerating the software delivery process to meet business objectives. This track is targeted towards VP, director, lead, head, manager level in the functions of applications and development. - [Reduce Security and Compliance Risk](https://gitlab.com/groups/gitlab-com/marketing/-/epics/368): The messaging for this track is centered around simplifying processes to comply with internal processes, controls and industry regulations without compromosing speed. This track is targeted towards manager level in the functions of security, risk management, and application security. - [CI Build and Test Auto](https://gitlab.com/groups/gitlab-com/marketing/-/epics/379): The messaging for this track is centered around eliminiating your messy toolchain and getting fully integrated CI/CD out-of-the-box with GitLab. It is not targeted towards a specific CI competitor. This track is targeted towards director, tools owner, and chief/prinicipal architects in the functions of applications, development, QA, and DevOps. - [Jenkins Take Out](https://gitlab.com/groups/gitlab-com/marketing/-/epics/282): The messaging for this track is centered around why GitLab built-in CI/CD solution is a better alternative than Jenkins plug-in solution. This track is targeted towards director, tools owner, and chief/prinicipal architects in the functions of applications, development, QA, and DevOps. #### Top funnel nurture The goal of the top funnel email nurture is to further engage early stage leads so they become MQLs and/or start a free trial. Currently the top funnel nurture is segmented into 3 different tracks : Cloud native, CI/CD and Reducing cycle times. High level overview on the messaging for each track: - Cloud Native: The messaging for this track is centered around benefits of cloud native transformation (Kubernetes, containers and the likes) and how GitLab can help. This track is suitable for those that consumed cloud native assets off our website/partner sites and those that attended cloud native themed offline/online events. - CI/CD: The messaging for this track is centered around the benefits of GitLab's powerful built-in CI/CD, why this is better than a traditional plug-in CI/CD solution. This track is suitable for those that consumed CI/CD assets off our website/partner sites and those that attended offline/online CI/CD themed events. - Reduce cycle time: The messaging for this track is centered around the benefits of reducing cycle time and how GitLab can help to accomplish that. This is the more generic catch-all track. The top funnel emails are sent out on a weekly basis on Tuesdays at 7 a.m. local time. *Note: A lead will be transferred to the stream related to the latest asset they downloaded. For example if lead A is already in the cloud native stream and they registered for the CI/CD webcast, they will move to the CI/CD stream and start receiving the first email in that stream. Currently, this is the best way to align content to the prospect's most current topic of interest. The framework is subject change if we eventually categorize assets by high-intent vs. low intent or if we bring on a content insight and activation platform.* **TOFU Nurture Architecture:** Entry into the TOFU Nurture is comprised of a triggered and batched smart campaign for each of the five streams managed in the engagement program. The flow action adds the smart list members to the engagment program within one of the five specific streams. Stream placement in triggered flow is based on content consumption for all but the one "Just Commit" stream. * Stream 1: Cloud Native - [Cloud Native Transformation Webcast](about.gitlab.com/webcast/cloud-native-transformation/) * Stream 2: Reduce Cycle Time - [Forrester VSM evaluation report](about.gitlab.com/resources/forrester-new-wave-vsm-2018/) * Stream 3: CI/CD Forrester - [Forrester Continuous Integration tools report](about.gitlab.com/resources/forrester-wave-ci-2017/) * Stream 4: CI/CD Mastering - [Mastering CI/CD webcast](about.gitlab.com/webcast/mastering-ci-cd/) Stream Transition rules are managed by four triggered smart campaigns. * Transition to stream 1 Cloud Native: Person fills out Cloud Native webcast form, flow action adds person to the Stream 1 - Cloud Native. * Transition to stream 2 Reduce Cycle Time Forrester: Person fills out the Forrester VSM evaluation report form, flow action adds person to Stream 2 - Reduce Cycle Time. * Transition to stream 3 CI/CD Forrester: Person fills out the Forrrester Continuous Integration tools report form, flow action adds person to Stream 3 - CI/CD Forrester. * Transition to stream 4 CI/CD Webcast: Person fills out the Mastering webcast form, flow action adds person to Stream 4 - CI/CD Mastering. Nurture Exit smart campapaigns manage the two ways a person can 'exit' the TOFU nurture program. * Bad Exit: When a program member's status changes to unqualifed, becomes blacklisted, email address becomes invalid, or their Unsubscribe attribute becomes true, the person's program cadence is paused. * Succesful Exit: When a person is added to any opportunity or their added to a trial, their program status cadence to paused and program status becomes Influenced. **Interesting moments** Interesting moments is a triggered smart campaign that tracks CTAs to non gated pages by listening to clicks in the TOFU emails. Traffic is not sent to links clicked LIM to gated pages as XDRs are only interested to get alerted they actually filled out a form. The interesting moment: Clicked call to action in top funnel nurture email: {{trigger.Link}}. **[>> Email copies for TOFU nurture](https://docs.google.com/presentation/d/1EzIFyaJB5N_bZ6qmP89Y_h4IGRp048MPzQ5vqhmTNrM/edit#slide=id.g29a70c6c35_0_68)** #### SaaS trial nurture SaaS Gold trial nurture communication are sent via Marketo and Outreach throughout the 30-day free trial period. **Goal of the Marketo nurture:** Educate trialers on key features within GitLab Gold SaaS tier. **Goal of SDR Outreach nurture:** Qualify and meetings setting for SaaS Gold trialers. **[>> Email copies for SaaS Gold package trial nurture](https://gitlab.com/groups/gitlab-com/marketing/-/epics/98)** #### Self-hosted trial nurture Self Hosted Ultimate trial nurture communication are sent via Marketo and Outreach throughout the 30-day free trial period. **[>> Email copies for Self-hosted Ultimate package nurture](https://docs.google.com/presentation/d/1KSAZFwz3nvSTIXOP8urGWW6dJWhtpawVKFcaoFLDPdg/edit#slide=id.g2ae1ad1112_0_22)** ### Requesting to add leads to a nurture program **Note: in our future state nurture system, leads would be nurtured appropriately through logic based on:** * Stage in the buyer lifecycle * Indicated topic(s) of interest (either through inbound source, self-selected, or segmentation) These future state nurture programs will be aligned to Use Cases, with three streams to clearly designate the stage of the [buyer journey](/handbook/marketing/corporate-marketing/content/#content-stage--buyers-journey-definitions) (Awareness, Consideration, and Purchase/Decision) and therefore deliver content relevant to their stage of the buyer journey. #### Interim additions to nurture programs (while future state and system requirements being built out) While the future state nurture system is in progress, to request to add a segment of leads to a nurture, please [create an issue for MPM](https://gitlab.com/gitlab-com/marketing/digital-marketing-programs/issues/new?issuable_template=MPM-05-Add-to-Nurture). The marketing program manager will assess the request and can add the leads to the proper stream via a 'Request Campaign' marketo flow step. - In order to prevent people currently in a stream from switching streams due to a manual add to nurture, the MPM will exclude anyone in the '*Member of Engagement Stream*' Smart List. 'Member of Smart List' -> Person NOT IN '*Member of Engagement Stream*'. The '*Member of Engagement Stream*' Smart List includes anyone who has not exhausted content in their current stream or is not paused in a stream. - Flow step to add leads to TOFU nurture 'Cloud Native' track -> 'request Smart Campaign: TOFU nurture.Add to stream 1: Cloud Native (trigger)' - Flow step to add leads to TOFU nurture 'CI/CD' track -> 'request Smart Campaign: TOFU nurture.Add to stream 4: CI/CD (trigger)' - Flow step to add leads to TOFU nurture 'Reduce Cycle Time (Generic DevOps)' track -> 'request Smart Campaign: TOFU nurture.Add to stream 2: Reduce Cycle Time_Forrester (trigger)' If you'd like to request to add an asset to the top funnel nurture, please create an issue in the [digital marketing programs](https://gitlab.com/gitlab-com/marketing/digital-marketing-programs/issues/new?nav_source=navbar) project, explaining why you'd like the asset added and which stream you'd like it added to. Please assign the issue to @aoetama and ping her in the comment. *Note: If the asset does not fit into one of the active streams, we will keep track of it as a wishlist and reference as input when we decide to roll out new streams in the future.* ### Newsletter #### Process for bi-weekly newsletter Open an issue in the [Digital Marketing Programs project](https://gitlab.com/gitlab-com/marketing/digital-marketing-programs/) using the `Newsletter` template, including the newsletter send date in the issue title. Assign to `@aoetama` and a member of the editorial team, based on the following schedule: - 8/25 - `@vsilverthorne` [issue]() - 9/10 - `@skassabian` [issue]() - 9/25 - `@vsilverthorne` [issue]() - 10/10 - `@skassabian` [issue]() - 10/25 - `@vsilverthorne` [issue]() - 11/10 - `@skassabian` [issue]() - 11/25 - `@vsilverthorne` [issue]() - 12/10 - `@skassabian` [issue]() - 12/25 - `@vsilverthorne` [issue]() #### Creating the newsletter in Marketo A day or two before the issue due date, create the newsletter draft. It's easiest to clone the last newsletter in Marketo: 1. Go to Marketing Activities > Master Setup > Outreach > Newsletter & Security Release 1. Select the newsletter program template `YYYYMMDD_Newsletter Template`, right click and select `Clone`. 1. Clone to `A Campaign Folder`. 1. In the `Name` field enter the name following the newsletter template naming format `YYYYMMDD_Newsletter Name`. 1. In the `Folder` field select `Newsletter & Security Release`. You do not need to enter a description. 1. When it is finished cloning, you will need to drag and drop the new newsletter item into the appropriate subfolder (`Bi-weekly Newsletters`, `Monthly Newsletters` or `Quarterly Newsletters`). 1. Click the + symbol to the left of your new newsletter item and select `Newsletter`. 1. In the menu bar that appears along the top of your screen, select `Edit draft`. #### Editing the newsletter in Marketo 1. Make sure you update the subject line. 1. Add your newsletter items by editing the existing boxes (double click to go into them). It's best to select the `HTML` button on the menu bar and edit the HTML so you don't inadvertently lose formatting. 1. Don't forget to update the dates in the UTM parameters of your links (including the banner at the top and all default items such as the "We're hiring" button). #### Sending newsletter test/samples from Marketo 1. When you're ready, select `Email actions` from the menu at the top, then `Send sample` to preview. 1. Enter your email in the `Person` field, then in `Send to` you can add any other emails you'd like to send a preview too. We recommend sending a sample to the newsletter requestor (or rebecca@ from the content team for marketing newsletters) for final approval. 1. When you are satisfied with the newsletter, select `Approve and close` from the `Email actions` menu. #### Sending the newsletter 1. When the edit view has closed, click on the main newsletter item in the left-hand column. 1. In the `Schedule` box, enter the send date and select `Recipient time zone` if the option is available. 1. Make sure `Head start` is checked too. 1. In the `Approval` box, click on `Approve program`. 1. Return to the newsletter issue and leave a comment telling requestor (@rebecca from the content team for marketing newsletters) to double check all has been set up correctly. Close the issue when this is confirmed.