Email examples
Overview
Over my 6+ years at Mozilla, I worked with Firefox’s Life Cycle team (aka, CRM team) on email marketing campaigns, onboarding series and other user communications.
From engaging our millions of email subscribers with fun and informative newsletters, to announcing new product launches to eager wait-lists, I learned A LOT about how to show up in an inbox.
Firefox newsletter
The best part of working on emails for one audience over six years is that you really get to know your audience.
A/B testing showed us our readers can’t resist handy tech tips and shortcuts — and that a little emoji or playful punctuation in the subject line goes a long way.
Monitor Plus
When Monitor started offering a paid subscription to remove private information off of data broker sites, the word had to be spread far and wide.
Sent to a privacy-loving wait-list and Firefox fans over the course of a month, these launch emails generated thousands of sign-ups.
Subject line:
The wait is over: Monitor Plus is here
Healthline Womens Wellness Newsletter
I was tasked with writing the energetic, funny digest email each week, sending thousands of subscribers links to to articles about health and mental wellness. To say it was a blast is an understatement.
Subject line: [Pro-tip] Fill out PDFs right in Firefox 📝
Open rate: 42%
Subject line: Your perfect match: Firefox 🧡
Open rate: 33%
Subject line: Damaged hair fixes. Science of sweat. Booty boosters.
Firefox + Pocket
After Mozilla acquired Pocket, a read-it-later app and extension, there was work to be done to link the brands together, and educate existing Firefox users how to take advantage of this handy new tech.
Subject line:
It’s not too late — get Monitor Plus today
Mozilla VPN
Often, people will download a VPN for a specific usecase, and never use it again. This winback campaign reminded our lapsed subscribers the reasons they should not only renew their account, but use their VPN regularly.
Subject line:
Have you tried Monitor Plus, yet?
