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