about:Mozilla

how can we increase open and click rates?

What is about:Mozilla?

about:Mozilla is a contributor-led newsletter that contains news and contribution activities.

The team (https://wiki.mozilla.org/Newsletters/about_mozilla_credits) puts out approximately one newsletter every two weeks

Find the Newsletters Here

http://blog.mozilla.org/community/aboutmozilla

Newsletter stats:

Issue 1:
Sent:
HTML - 60,124
Open rate - 25.7% (goal 25%) = perfect, good engaged list
Click rate - 3.3% (goal 6%) = can do better, we've got to figure out the sweet spot of info to get folks to click through.

Deliverability 97.2% = pretty good for not having emailed to this list in over 6 months

Issue 3:

Sent: 66,972
Open: 19.1% = lower than last time.  Subject line was significantly longer. Newsletter sent on a Saturday.
Click: 2.8% = also lower than last time, but not terribly so.

Issue 4:

Sent: 62,429 = almost 4,000 unsubscribes
Open: 17.5% = much lower than first issue. Long subject line.
Click: 2.9% = stable

What stories are getting the most clicks?

• Easy, direct actions
• Examples: "Join Maker Party!" "Sign this petition!"
  
• Anything about Firefox
• First stories in list of 3
  

What stories are getting the least clicks?

• Contributor profiles
• Longer stories
• CTAs that don't have a direct action attached to them
• Newsletters with longer subject lines that include "and more..."
  
• Events
  

the good:

• finding our voice
• better process of sending the newsletter
• including a diverse range of Mozillian voices
• finding contribution activities across MoFo and MoCo
  

The Less than good

• difficult to find contribution activities because people are not utilizing our process (https://wiki.mozilla.org/About_mozilla/contributions)
  
• click rate / open rate is going steadily down
• newsletter is not being sent at consistent time every week
• difficult to encourage people to sign up for newsletter (sign up at: http://mozilla.org/contribute)
  

How we can Increase Click Rates

• there are about 1,000,000 articles online about this very subject
• make things less verbose (shorter. Less academic.)
• Shorter subject lines that include action items.
• Change newsletter name to more descriptive about:Community
• Move contributor profiles to other parts of the newsletter. Profiles give an international feel to the newsletter
  

How can you help about:Mozilla

• if you know of a contribution activity, please enter it in the form (https://wiki.mozilla.org/About_mozilla/contributions)
  
• volunteer to help! We'd love to have you!
• Sign up for the newsletter and open and read it. Click on the links
• Give feedback on individual stories and click through actions
  

Here's a blog post to read about the newsletter

http://jennierosehalperin.me/aboutmozilla-more-than-just-a-newsletter/

Get in Touch!

jhalperin@mozilla.com

@little_wow