If you’ve been wondering why you haven’t received the best in Mozilla’s community news in some weeks, it’s because we’ve been busy redesigning our newsletter in order to bring you even more great content.
Non-profit marketing is no easy feat. Even with our team of experts here at Mozilla, we don’t always hit the bar when it comes to open rates, click through rates, and other metrics that measure marketing success. For our community newsletter, I watched our metrics steadily decrease over the six month period since we re-launched the newsletter and started publishing on a regular basis.
It was definitely time for a makeover.
Our community newsletter is a study in pathways and retention: How do we help people who have already expressed interest in contributing get involved and stay involved? What are some easy ways for people to join our community? How can communities come together to write inspiring content for the Web?
At Mozilla, we put out three main newsletters: Firefox and You (currently on a brief hiatus), the Firefox Student Ambassadors newsletter, and our Mozilla Communities Newsletter (formerly called about:Mozilla)
It was important to me to have the newsletter feel authentically like the voice of the community, to help people find their Mozillian way, and to point people in the direction of others who share their interests, opening up participation to a wider audience.
A peer assist with Andrea Wood and Kelli Klein at the Mozilla Foundation helped me articulate what we needed and stay on-target with the newsletter’s goal to “provide the best in contribution opportunities at Mozilla.” Andrea demonstrated to me how the current newsletter was structured for consumption, not action, and directed me toward new features that would engage people with the newsletter’s content and eventually help them join us.
I also took a class with Aspiration Tech on how to write emails that captivate as well as read a lot about non-profit email marketing. While some of it seemed obvious, my research also gave me an overview of the field, which allowed me to redesign the newsletter according to best practices.
Here’s what I learned:
1. According to M & R, who publishes the best (and most hilarious) study of non-profit email campaigns, our metrics were right on track with industry averages. Non-profit marketing emails have a mean open rate of 13% with a 2.5% deviance in either direction. This means that at between 25% and 15% open rate we were actually doing better than other non-profit emails. What worried me was that our open rate rapidly and steadily decreased, signalling a disengagement with the content.
I came up with similar findings for our click through rates– on par with the industry, but steadily decreasing. (From almost 5% on our first newsletter to less than 1.5% on our last, eek!)
2. While I thought that our 70,000 subscribers put us safely in the “large email list” category, I learned that we are actually a small/medium newsletter according to industry averages! In terms of how we gain subscribers, I’m hoping that an increased social media presence as well as experiments with viral marketing (IE “forward this to a friend!”) will bring in new voices and new people to engage with our community.
3. “The Five Second Rule” is perhaps the best rule I learned about email marketing. Have you captured the reader in three seconds? Can you open an email and know what it’s trying to ask you in five seconds? If not, you should redesign.
4. Stories that asked people to take action were always the most clicked on stories in our last iteration. This is unsurprising, but “learn more” and “read more” don’t seem to move our readers. “Sign this petition” and “Sign up” were always well-received.
5. There is no statistically “best time” to send an email newsletter. The best time to send an email newsletter is “when it’s ready.” While every two weeks is a good goal for the newsletter, sending it slightly less frequently will not take away from its impact.
6. As M & R writes, “For everything, (churn churn churn) there is a season (churn, churn, churn)…” our churn rate on the newsletter was pretty high (we lost and gained subscribers at a high rate.) I’m hoping that our new regular features about teaching and learning as well as privacy will highlight what’s great about our community and how to take action.
And now to the redesign!
The first thing you’ll notice is that our newsletter is now called “Mozilla Communities.” We voted on the new name a few weeks ago after the Grow Mozilla call. Thanks to everyone who gave feedback.
What we need from you:
1. We need writers, coders, social media gurus, copy editors, and designers who are interested in consistently testing and improving the newsletter. The opportunity newsletter is a new contribution area on the October 15th relaunch of the Get Involved page (under the “Writing –> Journalism” drop down choice) and I’m hoping that will engage new contributors as well.
2. A newsletter can’t run without content, and we experimented with lots of ways to collect that content in the last few months. Do you have content for the newsletter? Do you want to be a featured contributor? Reach out to mozilla-communities at mozilla dot com.
3. Feedback requested! I put together an Etherpad that asks specific questions about improving the design. Please put your feedback here or leave it in the comments.
The newsletter is a place for us to showcase our work and connect with each other. We can only continue improving, incorporating best practices, and connecting more deeply and authentically through our platforms. Thank you to everyone who helped in the Mozilla Communities redesign and to all of you who support Mozilla communities every day.