378 lines
11 KiB
Markdown
378 lines
11 KiB
Markdown
# 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
|