# Email Marketing Platform Setup - FRE-650

**Issue:** FRE-650  
**Priority:** High  
**Owner:** CMO  
**Status:** In Progress  
**Created:** 2026-04-26  

---

## Executive Summary

Setting up email marketing infrastructure for Scripter. This includes platform selection, account setup, domain authentication, template creation, and integration with product analytics.

**Budget Constraint:** $0/month (company-wide constraints)  
**Recommended Platform:** Mailchimp Free Tier (sufficient for launch)

---

## Platform Selection

### Evaluation Criteria

| Criteria | Weight | Mailchimp | Customer.io | SendGrid |
|----------|--------|-----------|-------------|----------|
| Cost (free tier) | High | ✅ 500 contacts | ❌ No free tier | ✅ 100 emails/day |
| Automation | High | ✅ Basic | ✅ Advanced | ⚠️ Limited |
| Templates | Medium | ✅ 100+ | ⚠️ Custom | ⚠️ Custom |
| Analytics | Medium | ✅ Basic | ✅ Advanced | ✅ Basic |
| Ease of use | Medium | ✅ Very easy | ⚠️ Learning curve | ⚠️ Developer-focused |
| Scalability | Low | ⚠️ Paid at 500+ | ✅ Enterprise | ✅ Enterprise |

### Decision: Mailchimp Free Tier

**Rationale:**
- $0 cost fits budget constraints
- 500 contacts sufficient for pre-launch (current waitlist: ~200)
- Built-in templates reduce design time
- Easy to migrate later when budget allows
- Already documented in existing marketing materials

**Upgrade Path:** Mailchimp Essentials ($13/mo) at 400 contacts, Standard ($20/mo) for advanced automation

---

## Setup Checklist

### Phase 1: Account & Domain Setup (Day 1)

- [ ] **Create Mailchimp account**
  - URL: mailchimp.com
  - Company: FrenoCorp
  - Industry: Software/Technology
  - Plan: Free Tier

- [ ] **Verify sender information**
  - From name: "Scripter Team"
  - From email: hello@scripter.app (or current domain)
  - Reply-to: same as from
  - Physical address: [Company address]

- [ ] **Domain authentication** (Critical for deliverability)
  - [ ] Add SPF record to DNS
  - [ ] Add DKIM record to DNS
  - [ ] Add DMARC record (optional but recommended)
  - [ ] Verify domain in Mailchimp

- [ ] **Set up dedicated sending domain** (optional for now)
  - Use subdomain: mail.scripter.app or send.scripter.app
  - Isolates email reputation from main domain

### Phase 2: Audience & Segmentation (Day 1-2)

- [ ] **Create primary audience: "Scripter Users"**

- [ ] **Set up custom fields:**
  - `PLAN_TYPE` (Free/Pro/Premium)
  - `SIGNUP_DATE` (Date)
  - `USE_CASE` (Feature Film/TV/Student)
  - `LAST_ACTIVE` (Date)
  - `TOTAL_SCRIPTS` (Number)

- [ ] **Create segments:**
  - **Waitlist** - Pre-launch subscribers
  - **Free Users** - Active free tier
  - **Pro Users** - Paying customers
  - **Trial Users** - Currently on Pro trial
  - **Inactive 30d** - Haven't logged in 30+ days
  - **Power Users** - 10+ scripts created

- [ ] **Import existing waitlist** (from `/marketing/waitlist-export.csv`)
  - Map fields correctly
  - Tag with `WAITLIST_ORIGINAL`
  - Suppress duplicates

### Phase 3: Template Design (Day 2-3)

- [ ] **Create base template** (matches brand guidelines)
  - Logo header
  - Single column layout (mobile optimized)
  - Brand colors: #518ac8 (primary), #1a336b (text)
  - Footer with unsubscribe + address

- [ ] **Build transactional templates:**
  - [ ] Welcome email
  - [ ] Password reset
  - [ ] Collaboration invite
  - [ ] Comment notification
  - [ ] Export complete

- [ ] **Build marketing templates:**
  - [ ] Newsletter (weekly)
  - [ ] Feature announcement
  - [ ] Upgrade offer
  - [ ] Win-back campaign

### Phase 4: Email Sequence Setup (Day 3-4)

Based on `/marketing/email-marketing-strategy.md`:

- [ ] **Waitlist Sequence** (5 emails)
  - Email 1: Immediate - "You're on the list! 🎬"
  - Email 2: Day 3 - "Why we built Scripter"
  - Email 3: Day 7 - "Sneak peek inside Scripter"
  - Email 4: Day 10 - "Final Draft vs Scripter"
  - Email 5: Day 14 - "48 hours early access"

- [ ] **Onboarding Sequence** (5 emails)
  - Email 1: Immediate - "Welcome to Scripter!"
  - Email 2: Day 1 - "Your first screenplay in 5 minutes"
  - Email 3: Day 3 - "Pro tip: Auto-formatting magic"
  - Email 4: Day 7 - "Write together with collaborators"
  - Email 5: Day 14 - "Unlock Pro: Write without limits"

- [ ] **Free-to-Pro Conversion** (4 emails)
  - Email 1: Day 7 - "Loving Scripter? Go Pro."
  - Email 2: Day 10 - "What Pro writers get"
  - Email 3: Day 14 - "Last day: 14-day Pro trial"
  - Email 4: Day 21 - "Still writing free?"

- [ ] **Trial Conversion** (6 emails)
  - See email-marketing-strategy.md for full sequence

### Phase 5: Analytics & Tracking (Day 4-5)

- [ ] **Enable Mailchimp analytics**
  - Open tracking (default)
  - Click tracking (default)
  - E-commerce tracking (for conversions)

- [ ] **Set up UTM parameters**
  - All links get: `?utm_source=email&utm_medium=[campaign]&utm_content=[content]`
  - Example: `?utm_source=email&utm_medium=onboarding&utm_content=day1-tutorial`

- [ ] **Integrate with product analytics** (FRE-585)
  - Track email-driven signups
  - Track email-driven conversions
  - Attribute revenue to email campaigns

- [ ] **Create dashboard** (Google Sheets or Mailchimp reports)
  - Daily sends
  - Open rate trend
  - Click rate trend
  - Conversion rate
  - Unsubscribe rate

### Phase 6: Compliance & Testing (Day 5)

- [ ] **GDPR compliance**
  - [ ] Double opt-in enabled for EU subscribers
  - [ ] Privacy policy link in footer
  - [ ] Data processing agreement with Mailchimp

- [ ] **CAN-SPAM compliance**
  - [ ] Physical address in footer
  - [ ] Clear unsubscribe link (Mailchimp auto-adds)
  - [ ] Accurate subject lines

- [ ] **Testing**
  - [ ] Send test emails to team
  - [ ] Check mobile rendering (iOS, Android)
  - [ ] Check desktop rendering (Gmail, Outlook, Apple Mail)
  - [ ] Test all links in each template
  - [ ] Test personalization merge tags
  - [ ] Test unsubscribe flow

- [ ] **Spam testing**
  - [ ] Use Mailchimp spam checker
  - [ ] Test with mail-tester.com
  - [ ] Aim for 9/10 score

---

## Technical Implementation

### DNS Records (Add to domain registrar)

**SPF Record:**
```
Type: TXT
Name: @
Value: v=spf1 include:spf.mailchimp.com ~all
```

**DKIM Record:**
```
Type: TXT
Name: k1._domainkey
Value: v=DKIM1; k=rsa; p=[Mailchimp-provided-key]
```

**DMARC Record (Recommended):**
```
Type: TXT
Name: _dmarc
Value: v=DMARC1; p=quarantine; rua=mailto:dmarc@scripter.app
```

### Mailchimp API Integration (Future)

For automated transactional emails and event-based triggers:

```javascript
// Example: Add subscriber via API
POST https://usX.api.mailchimp.com/3.0/lists/{list_id}/members

{
  "email_address": "user@example.com",
  "status": "subscribed",
  "merge_fields": {
    "FNAME": "John",
    "LNAME": "Doe",
    "PLAN_TYPE": "Free"
  }
}
```

**API Key:** Store in environment variables (never commit)  
**Docs:** https://mailchimp.com/developer/

---

## Migration Path (Future)

When we outgrow Mailchimp Free Tier (500 contacts):

### Option A: Mailchimp Paid
- **Essentials** ($13/mo): 50k contacts, basic automation
- **Standard** ($20/mo): Advanced segmentation, A/B testing
- **Premium** ($350/mo): Unlimited sends, phone support

### Option B: Customer.io (Recommended at Scale)
- **Cost:** $150/mo starting
- **Benefits:** Advanced automation, behavioral triggers, better deliverability
- **Migration:** Export segments, recreate workflows, update DNS

### Option C: Hybrid (Transactional + Marketing)
- **SendGrid** for transactional ($50/mo for 50k emails)
- **Mailchimp** for marketing (free up to 500)
- **Benefit:** Better deliverability, dedicated IP for transactional

---

## Success Metrics

### 30-Day Targets (Post-Launch)

| Metric | Target | Measurement |
|--------|--------|-------------|
| Subscribers | 1,000 | Mailchimp audience count |
| Open rate | 25%+ | Mailchimp analytics |
| Click rate | 5%+ | Mailchimp analytics |
| Unsubscribe rate | <0.5% | Mailchimp analytics |
| Spam complaints | <0.1% | Mailchimp analytics |
| Email-driven signups | 100 | UTM tracking in analytics |
| Email-driven conversions | 20 Pro users | Revenue attribution |

### 90-Day Targets

| Metric | Target |
|--------|--------|
| Subscribers | 5,000 |
| Open rate | 28% |
| Click rate | 6% |
| Email revenue | $2,000 MRR |

---

## Budget

### Initial Setup (Month 1)
- **Mailchimp Free Tier:** $0
- **Domain setup:** $0 (existing domain)
- **Total:** $0

### Projected Costs

| Month | Contacts | Plan | Cost |
|-------|----------|------|------|
| 1-3 | 0-500 | Free | $0 |
| 4-6 | 500-2,000 | Essentials | $13/mo |
| 7-12 | 2,000-10,000 | Standard | $20/mo |
| 12+ | 10,000+ | Customer.io | $150/mo |

**Note:** Upgrade only when hitting contact limits. Free tier sufficient for launch.

---

## Risks & Mitigation

| Risk | Impact | Mitigation |
|------|--------|------------|
| Low deliverability | High | Proper DNS setup, warm-up period, list cleaning |
| Spam complaints | High | Double opt-in, clear unsubscribe, quality content |
| Platform lock-in | Medium | Export contacts monthly, document workflows |
| Budget constraints | Medium | Free tier sufficient for 500 contacts, upgrade at traction |
| Integration complexity | Low | Start with manual imports, add API later |

---

## Timeline

| Phase | Tasks | Duration | Owner |
|-------|-------|----------|-------|
| 1. Account & Domain | Mailchimp setup, DNS records | 2 hours | CMO |
| 2. Audience | Segments, import waitlist | 2 hours | CMO |
| 3. Templates | Base + transactional templates | 4 hours | CMO + Designer |
| 4. Sequences | Build all email automations | 6 hours | CMO |
| 5. Analytics | UTM setup, dashboard | 2 hours | CMO + CTO |
| 6. Testing | QA, spam testing, compliance | 2 hours | CMO |
| **Total** | | **18 hours** | |

**ETA:** 3-5 days (depends on designer availability for templates)

---

## Dependencies

- **FRE-577:** Marketing website (signup form integration)
- **FRE-585:** Analytics dashboard (email metrics tracking)
- **FRE-627:** Pre-launch execution (waitlist emails)
- **Domain access:** DNS records for authentication

---

## Next Actions

1. **Immediate (Today):**
   - [ ] Create Mailchimp account
   - [ ] Add DNS records for domain authentication
   - [ ] Set up sender information

2. **Tomorrow:**
   - [ ] Create audience segments
   - [ ] Import waitlist contacts
   - [ ] Design base template

3. **This Week:**
   - [ ] Build all email sequences
   - [ ] Set up UTM tracking
   - [ ] Test all flows
   - [ ] Launch waitlist sequence

---

## Resources

- **Mailchimp Docs:** https://mailchimp.com/help/
- **Email Marketing Strategy:** `/marketing/email-marketing-strategy.md`
- **Mailchimp Setup Guide:** `/marketing/mailchimp-setup-guide.md`
- **CAN-SPAM Guide:** https://www.ftc.gov/business-guidance/resources/can-spam-act-compliance-guide-business
- **GDPR Email Guide:** https://gdpr.eu/email-marketing/

---

**Status:** Ready to execute  
**Last Updated:** 2026-04-26
