Messaging: Data Warehouse pricing launch

[joethreepwood]

Messaging

Summary

We're launching data warehouse out of beta, into the limelight, and we're going to start charging. There are a bunch of users already in the beta, so we need to give them some advance warning and tell them that they're all getting a super high free allowance of 30M free rows per month.

Pricing itself is TBD. We'll use a placeholder table for now.

Format

Single email, to targeted users. EU and US users provided here.

[joethreepwood]

First draft with placeholders for initial input @EDsCODE @raquelmsmith

[raquelmsmith]

I actually think we should release pricing for everyone else at the same time this email goes out. So:

• We just released data warehouse pricing
• As a thanks for being a beta user we're giving you 30M rows per month
• We'll start charging for your usage on DATE

[joethreepwood]

I'd personally gently advise against that -- I think, since we're introducing new pricing, giving users at least a few days of heads up is worthwhile and will help avoid any users worrying about suddenly invoking a bill. I know the free allowance will cover them, but I think it'd be a legitimate concern for some.

If you strongly want to just do it all at once though, I'd suggest that we do two emails.

• One, like the above, to beta users
• Another, to all other users, about the pricing.

In line with Tim's guidance on DW at the all-hands I'd probably focus the second email much more on use-cases and strongly hype up what's possible with DW.

[raquelmsmith]

I'd personally gently advise against that -- I think, since we're introducing new pricing, giving users at least a few days of heads up is worthwhile and will help avoid any users worrying about suddenly invoking a bill. I know the free allowance will cover them, but I think it'd be a legitimate concern for some.

I don't understand your concern here. Can you explain more?

If someone isn't using it at all, why would they be worried about invoking a bill?

If they aren't using it, but might want to in the future, they will get an email (like you described) saying it's out of beta + here's what it costs, and they can decide from there if they want to use it.

[joethreepwood]

Concern isn't about users who aren't in the DW - it's for the existing users who are using it. We should give those people at least a few days warning that pricing is coming on a set date. A week would be more than sufficient.

These users will have a boosted free allowance that covers them anyway, but it's possible they'd have questions or feedback still. So, we should email those users saying that pricing will come on XX/XX/XX in advance. Then, everyone else gets the full announcement email on the day.

[joethreepwood]

Added price details, and proposed July 4 launch date.

Obviously that's a big day. Independence day in the US, election in the UK. We could delay to July 5th, but then I think launching on a Friday is suboptimal. July 8th could work, or we could rush out earlier (but still risk getting lost in the noise).

[joethreepwood]

Quick draft of the email for all users on the launch date. Bit rough, but enough to get feedback while we discuss.

[raquelmsmith]

I guess I wasn't clear 😄

We will launch pricing for non-current users next week (after the 4th - no one in the US will be paying attention this week). We need three emails:

1. Emails for current DW beta users
   • When pricing is launched for non-current users, alerting of upcoming change (est 2024-07-08)
     • Tell them that we've launched pricing for everyone else, but pricing for them as beta users will be launched in 30 days (we are required to give 30 days notice before pricing changes).
     • They will get extra high free volume of 30M rows/mo.
     • You will be able to see your expected volume in your billing dashboard
   • When we actually turn on pricing for beta users, alerting of the change happening (est 2024-08-08)(30 days after initial announcement)
     • You are now sub'd, have an upcoming bill of X
     • You still get 30M rows free every month, everyone else only gets 1M
     • Thanks for being a beta user
2. Email for non-current users (PostHog users, but have NOT used the data warehouse at all)
   • Single email (est 2024-07-08)
     • We're out of beta, go start using data warehouse
     • Here's what it costs

[joethreepwood]

Ah, gotcha. Yes, onboard for all this. Will get it ready this week.

[joethreepwood]

OK, proposed emails that I'm happy with. Trying to follow Tim's guidance of emphasizing usecases for new users.

Unless there are factual changes or strong feedback, I'll move forward with these.

Pricing coming soon, for beta users - to send on 7th July

Pricing available, for users who have opened an email in the last 4 months and are not beta users - to send on 7th July

Pricing starts now, for beta users after the 30 day wait - to send on Aug 7th

[raquelmsmith]

Looks great! Except... July 7 is Sunday 😄 So these should go out July 8 for the initial two.

For the beta users one, do you think it's worth saying they get 30x the free volume? It's quite a lot of free every month.

Love how you said it's an extra 30 days of free usage! Nice wording.

I wonder if we should tell them that they will be able to see their usage on the org gilling page? So they know what kind of bill to expect.

[joethreepwood]

Dates corrected.

For the beta users one, do you think it's worth saying they get 30x the free volume? It's quite a lot of free every month.

Eh, I toyed with that - but tbh I felt it was clear enough

I wonder if we should tell them that they will be able to see their usage on the org gilling page? So they know what kind of bill to expect.

I'll make this the new CTA for beta users

[joethreepwood]

Small tweaks to the GA email for clarity

Added an extra line in footer for beta users

[joethreepwood]

Emails now scheduled. GA announcement for new and beta users going out today, 1PM UK time.

Follow-on for beta users scheduled for 9AM UK time on August 8th.

[joethreepwood]

OK, this got delayed and some changes.

General release - scheduled for 15 Jul, sending from 2PM UTC

Beta announcement - scheduled for 15 Jul, sending from 2PM UTC

Beta pricing announcement - scheduled for 2 Sept, sending from 2PM UTC