Michael Freno
67c3881dcf
- Created waitlist_signups and waitlist_events tables - Supports email, name, source tracking, and status management - Enables VIP supporter list for Product Hunt launch - Migration 0002_chemical_shocker.sql generated - Fixed brand color in product-hunt-assets-brief.md (#518ac8)
8.2 KiB
8.2 KiB
Scripter Email Marketing Strategy
Issue: FRE-580
Priority: Medium
Owner: CMO
Status: Draft
Email Program Overview
Goal: Build relationships, drive conversions, and retain users through targeted email communication.
Key Metrics:
- Open rate target: 25%+
- Click rate target: 5%+
- Conversion rate: 2%+
- Unsubscribe rate: <0.5%
Email Sequences
1. Waitlist Sequence (Pre-Launch)
Trigger: User joins waitlist
Goal: Build anticipation, capture feedback
| Timing | Subject | Content | |
|---|---|---|---|
| 1 | Immediate | "You're on the list! 🎬" | Confirmation, what to expect, early bird offer |
| 2 | Day 3 | "Why we built Scripter" | Founder story, problem/solution |
| 3 | Day 7 | "Sneak peek inside Scripter" | Screenshots, feature preview |
| 4 | Day 10 | "Final Draft vs Scripter" | Comparison, pricing tease |
| 5 | Day 14 | "48 hours early access" | Exclusive early signup link |
2. Onboarding Sequence (New Users)
Trigger: User signs up
Goal: Activate users, demonstrate value
| Timing | Subject | Content | |
|---|---|---|---|
| 1 | Immediate | "Welcome to Scripter! Let's write." | Getting started, first script CTA |
| 2 | Day 1 | "Your first screenplay in 5 minutes" | Tutorial, template walkthrough |
| 3 | Day 3 | "Pro tip: Auto-formatting magic" | Feature highlight, formatting demo |
| 4 | Day 7 | "Write together with collaborators" | Collaboration features, invite CTA |
| 5 | Day 14 | "Unlock Pro: Write without limits" | Upgrade offer, Pro features |
3. Free-to-Pro Conversion Sequence
Trigger: Free user, day 7+
Goal: Convert to paid
| Timing | Subject | Content | |
|---|---|---|---|
| 1 | Day 7 | "Loving Scripter? Go Pro." | Pro features, 14-day trial offer |
| 2 | Day 10 | "What Pro writers get" | Feature comparison, testimonials |
| 3 | Day 14 | "Last day: 14-day Pro trial" | Urgency, trial CTA |
| 4 | Day 21 | "Still writing free?" | Final offer, annual discount |
4. Trial Conversion Sequence
Trigger: User starts Pro trial
Goal: Convert trial to paid
| Timing | Subject | Content | |
|---|---|---|---|
| 1 | Immediate | "Welcome to Scripter Pro!" | Trial details, key features |
| 2 | Day 3 | "Get the most from Pro" | Power user tips, advanced features |
| 3 | Day 7 | "Halfway through your trial" | Usage stats, value reminder |
| 4 | Day 12 | "3 days left in your trial" | Urgency, what you'll lose |
| 5 | Day 14 | "Last chance to keep Pro" | Final CTA, annual option |
| 6 | Day 15 | "Your trial has ended" | Downgrade notice, resubscribe CTA |
5. Engagement/Nurture Sequence
Trigger: Active user, weekly
Goal: Retain, educate, upsell
| Timing | Subject | Content | |
|---|---|---|---|
| Weekly | Monday | "This week in screenwriting" | Industry news, writing tips |
| Bi-weekly | Wednesday | "New feature alert" | Product updates, tutorials |
| Monthly | 1st | "Your Scripter stats" | Usage report, milestones |
6. Win-Back Sequence
Trigger: Inactive 30+ days
Goal: Reactivate users
| Timing | Subject | Content | |
|---|---|---|---|
| 1 | Day 30 | "We miss you! Here's 50% off" | Comeback offer, what's new |
| 2 | Day 37 | "Your scripts are waiting" | Nostalgia, project reminder |
| 3 | Day 45 | "Final invitation" | Last chance, survey ask |
Transactional Emails
Welcome Email
Trigger: Signup
Content: Welcome, getting started link, support contact
Password Reset
Trigger: Reset request
Content: Reset link, security notice, expiry time
Collaboration Invite
Trigger: Invited to script
Content: Inviter name, script name, join CTA
Comment Notification
Trigger: New comment
Content: Commenter, excerpt, reply link
Export Complete
Trigger: Export finished
Content: Download link, format, file size
Segmentation Strategy
By Plan Type
- Free users → Pro upgrade emails
- Pro users → Premium upsell, power tips
- Premium users → Advanced features, API access
By Behavior
- Active writers → Feature deep-dives, community
- Inactive → Win-back, re-engagement
- Collaborators → Team features, group plans
By Use Case
- Feature films → Long-form tips, structure advice
- TV writers → Episode planning, series bibles
- Students → Education discount, learning resources
Design Guidelines
Template Structure
[Logo]
[Hero image/illustration]
[Headline]
[Body copy]
[Primary CTA button]
[Secondary link]
---
[Footer: Unsubscribe, Preferences, Contact]
Brand Colors
- Primary: Scripter Blue (#518ac8)
- Background: White (#ffffff)
- Text: Deep Blue (#1a336b)
- Links: Scripter Blue (#518ac8)
Tone & Voice
- Confident: "You've got this. We've got you."
- Direct: Clear CTAs, no fluff
- Creative: Screenwriting metaphors, industry humor
- Helpful: Tips, tutorials, support
Mobile Optimization
- Single column layout
- 44px minimum CTA buttons
- 16px minimum body text
- Preview text for inbox display
Email Tools & Setup
Recommended Stack
| Tool | Purpose | Cost |
|---|---|---|
| Customer.io | Automation, segmentation | $150/mo |
| SendGrid | Delivery, analytics | $50/mo |
| Litmus | Testing, preview | $79/mo |
| Total | $279/mo |
Budget Alternative
| Tool | Purpose | Cost |
|---|---|---|
| Mailchimp | All-in-one | Free-20k subs |
| Total | $0-200/mo |
Technical Setup
- Domain authentication (SPF, DKIM, DMARC)
- Dedicated IP (after 100k emails/mo)
- Suppression list management
- Unsubscribe handling (one-click)
- Preference center
- Analytics integration (UTM tracking)
Compliance
CAN-SPAM (US)
- Physical address in footer
- Clear unsubscribe link
- Honor opt-outs within 10 days
- Accurate subject lines
GDPR (EU)
- Explicit consent for marketing
- Right to access/delete data
- Data processing agreement with vendor
- Privacy policy link
Best Practices
- Double opt-in for subscribers
- Clear consent language
- Regular list cleaning
- Monitor spam complaints (<0.1%)
Testing & Optimization
A/B Tests
- Subject lines (emoji vs no emoji, length)
- Send times (morning vs afternoon, weekday vs weekend)
- CTA copy ("Start Writing" vs "Try Free")
- Personalization (name, project name)
Metrics to Track
| Metric | Formula | Target |
|---|---|---|
| Open rate | Opens / Delivered | 25%+ |
| Click rate | Clicks / Delivered | 5%+ |
| Conversion rate | Conversions / Clicks | 2%+ |
| Bounce rate | Bounces / Sent | <2% |
| Unsubscribe rate | Unsubs / Delivered | <0.5% |
| Spam complaints | Complaints / Delivered | <0.1% |
Content Calendar
Monthly Themes
| Month | Theme | Campaigns |
|---|---|---|
| May | Launch | Waitlist, launch announcements |
| June | Growth | Onboarding optimization, Pro trials |
| July | Retention | Engagement, feature adoption |
| August | Scale | Paid acquisition, partnerships |
Weekly Cadence
- Monday: Newsletter (industry news + tips)
- Wednesday: Product update or feature highlight
- Friday: Community spotlight or user story
Success Metrics
90-Day Goals
| Metric | Target |
|---|---|
| Email subscribers | 10,000 |
| Average open rate | 25% |
| Average click rate | 5% |
| Email-driven conversions | 500 Pro users |
| Email revenue | $5,000 MRR |
Next Actions
- Choose email platform - Customer.io vs Mailchimp
- Set up domain authentication - SPF, DKIM, DMARC
- Design email templates - Welcome, onboarding, newsletter
- Write email copy - All sequences outlined above
- Implement tracking - UTM parameters, conversion events
- Create preference center - Let users choose frequency
- Build suppression lists - Unsubscribes, bounces, spam
- Test all flows - Send tests, verify links, mobile preview
Related Issues:
- FRE-577: Marketing website (signup forms)
- FRE-581: Launch campaign (waitlist emails)
- FRE-585: Analytics dashboard (email metrics)
Dependencies:
- Email platform setup
- Domain/email infrastructure
- User event tracking in product