SocialAYSO Region 13 is a volunteer-run recreational soccer league that serves Altadena, Pasadena, and La Cañada in Los Angeles. While its main mission is to deliver quality youth soccer programs in a fun, family-oriented environment, AYSO’s impact goes far beyond the field.
In January 2025, wildfires devastated Los Angeles and destroyed much of Altadena. Amid the crisis, AYSO used its EmailOctopus newsletter to share urgent updates as families evacuated. In the following weeks, email became essential to reconnect the community and coordinate relief efforts. Today, the newsletter continues to keep families informed and united.
Choosing EmailOctopus for Simplicity
AYSO chose EmailOctopus because it made composing clean HTML emails simple and fast. After trying multiple services, they found other platforms required too much time fighting design elements that did not serve their audience. Many families used low-end smartphones, so plain formatting was more effective than elaborate templates.
Creating Relevant, Clear Content
Each week during soccer season, the newsletter outlines what members should expect. It includes messages for children, volunteer coaches and referees, and families. By sharing all instructions with everyone, the newsletter builds a shared sense of responsibility across the community.
Reducing Injuries Through Clear Communication
Before the newsletter, injuries were common with 2,000 kids playing each season. Weekly updates prepared parents and volunteers for common challenges at each stage. In the first year of consistent communication, injuries dropped to half the previous rate. Parents also reported feeling calmer knowing what to expect.
Features That Save Time and Build Engagement
Most subscriber lists are updated through bulk uploads, which EmailOctopus handles efficiently. New sign-ups receive an automated welcome email inviting them to share expectations. Many parents reply with thoughtful insights that guide future content.
Editorial Process Grounded in Core Values
The editorial team maintains a shared Google document listing topics for each part of the season. Each Monday, they share a call for topics in the leadership Slack channel, often reusing content from prior years to reinforce fundamentals. Every story connects to AYSO’s six philosophies: balanced teams, everyone plays, open registration, good sportsmanship, positive coaching, and development over winning.
Combining Consistency and Freshness
Every issue begins with essential instructions. To keep the experience positive, newsletters also include quizzes, recommendations, or photos celebrating kids enjoying soccer. Profiles of volunteers remind adults of their impact and inspire continued engagement.
Approach to Subject Lines and Open Rates
AYSO always starts subject lines with “AYSO,” which has steadily improved open rates from 45% to 68%. The team avoids artificial urgency to build long-term trust. A test subject line about playoffs once spiked opens to 90%, but they decided relevance was more important than sensationalism. Personalizing the first sentence with the family’s children’s names often makes preview text unnecessary.
