Mozilla partnered with DEG to help it optimize its email program, redesign the Firefox + You newsletter template, and ensure the brand reached as many subscribers as it could in the most impactful way.

In our constant, on-the-go lives, it’s necessary for us to quickly find the information we need, especially in our emails. Add in the complexity of a brand sending communications to hundreds of thousands of subscribers around the world, and you need a multifaceted email program that reaches people on a variety of devices—all using one brand voice.

The challenge

Mozilla makes web browsers—including the lightning-fast Firefox browser—apps, code, and tools that put people before profit. As a nonprofit, Mozilla partnered with DEG to help it optimize its email program, redesign the Firefox + You newsletter template, and ensure the brand reached as many subscribers as it could in the most impactful way.

When sending emails, brands desire to deploy it at the most impactful times and reach people quickly in their inboxes. DEG focused on creating a new system that could effectively meet subscribers in the right moments and showcase a modernized design of relevant content.

The strategy

Mozilla’s email subscribers live all over the globe, use different devices, and some don’t have access to the most sophisticated technology. DEG collaborated closely with Mozilla to reorganize its email database and account architecture and create a fluid template that would appeal to a diverse audience.

Mozilla and DEG launched the the refreshed Firefox + You newsletter template, which received a 62% increase in click-through rate compared to the prior format.

The solution

DEG began managing the subscription functionality for Mozilla’s Firefox + You newsletter—both in the maintenance of current records and in the sign-up process. The agency rejuvenated the database and reworked the subscription functionality to a double-opt-in system focused on improving subscriber engagement.

In collaboration with Mozilla’s internal design team, DEG infused an updated and efficiency-focused design philosophy into the newsletter template. To achieve maximum versatility in the design, the agency’s UI team developed a hybrid-coded email that combines responsive and fluid design with conditional comments. This approach allowed the newsletter to be viewed across multiple devices while maintaining a small file size.

DEG also provided Mozilla with a messaging strategy and formatting guidance to tailor communications to its subscribers and drive engagement.

The outcome

Mozilla and DEG launched the new email system, streamlining newsletter development and deployment to all subscribers, and the refreshed Firefox + You newsletter template, which received a 62% increase in click-through rate compared to the prior format.

Now, Mozilla has a versatile and modern email system that can reach its subscribers wherever they are in the world and online.

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