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Emails & Nurture Programs

Overview

This page focuses on emails and nurture programs, owned and managed by Marketing Programs.

Holiday coverage for S1 security vulnerabilities email communication

In the event of an S1 (critical) security vulnerability email communication is needed during the holidays, please create an issue using Email-Request-mpm template and ping in #marketing_programs tagging @marketing-programs

Email marketing calendar

The calendar below documents the emails to be sent via Marketo and Mailchimp for:

  1. event support (invitations, reminders, and follow ups)
  2. ad hoc emails (security, etc.)
  3. webcast emails (invitations, reminders, and follow ups)
  4. milestones for nurture campaigns (i.e. when started, changed, etc. linking to more details)

Note: emails in the future may be pushed out if timelines are not met for email testing, receiving lists from event organizers late, etc. The calendar will be updated if the email is pushed out. Please reference the MPM issue boards (described below on this page) to see progress of specific events/webcasts/etc.

Email Marketing Best Practices

Content

Design

A/B Testing

Ad-hoc (one-time) emails - requesting an email

To request an email, create an issue in the Digital Marketing Programs project, 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).

*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. 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:

Types of email requests

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.

Email Nurture Programs

Visualization of current nurture streams

Requesting to add leads to a nurture program

Note: in our future state nurture system, leads would be nurtured appropriately through logic based on:

These future state nurture programs will be aligned to Use Cases, with three streams to clearly designate the stage of the buyer journey (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. The marketing program manager will assess the request and can add the leads to the proper stream via a 'Request Campaign' marketo flow step.

Current Nurture Programs

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

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

Integrated campaign nurtures

Nurtures To-Be Sunsetted/Phased-Out:

Top funnel nurture

NOTE: THIS SECTION WILL BE REMOVED UPON FINAL SUNSETTING OF TOFU NURTURE IN FAVOR OF NEW USE CASE EMAIL NURTURES

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:

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 Transition rules are managed by four triggered smart campaigns.

Nurture Exit smart campapaigns manage the two ways a person can 'exit' the TOFU nurture program.

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

Newsletter

Process for bi-weekly newsletter

Open an issue using the Newsletter Request Template, including the newsletter send date in the issue title.

Epic of Past and Upcoming Newsletters

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
  2. Select the newsletter program template YYYYMMDD_Newsletter Template, right click and select Clone.
  3. Clone to A Campaign Folder.
  4. In the Name field enter the name following the newsletter template naming format YYYYMMDD_Newsletter Name.
  5. In the Folder field select Newsletter & Security Release. You do not need to enter a description.
  6. 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).
  7. Click the + symbol to the left of your new newsletter item and select Newsletter.
  8. 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.
  2. 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.
  3. 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.
  2. 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.
  3. 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.
  2. In the Schedule box, enter the send date and select Recipient time zone if the option is available.
  3. Make sure Head start is checked too.
  4. In the Approval box, click on Approve program.
  5. 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.

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============== FROM MOPS HANDBOOK - TO BE INCORPORATED IF HELPFUL, OR REMOVED ======================

Goals & Audience

Note: If you would like additional people to receive a test email prior to sending it out, please specify that in the request template and refer them to this protocol for reviewing the email.

Envelope
Body
Design

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Internal Email List

There is an internal email list, called INTERNAL - Email Send List in Marketo that will be included on every outbound email that is sent. If you are a team member and wish to be included on every email that is sent, please post a request to the #marketing_programs slack channel and the MPMs will review. To avoid skewing email results (particularly on smaller sends), this list will be kept to a minimum.

If you are an internal team member and wish to subscribe to a segment or segments please subscribe through the preference center and you will only be included in those dedicated email sends.