SEGA
Scaling and innovating email marketing.
The Challenge
Sega needed to send more emails, smarter emails, and highly engaging emails, but they lacked the internal resources to make it happen.
They brought us in to solve this scalability and innovation challenge. We needed to support their creative services team in designing and building campaigns for multiple global brands, each with different stakeholders and highly specific guidelines based on the country and game title.
Project Details
Role: Campaign Strategy & Email Design Partner
Client: SEGA
Deliverables: Email Design System (MJML), Campaign Automation, Interactive Email Development, Retargeting Strategy
Volume & Speed: The Design System
To solve the production bottleneck, we built a complete, mobile-first email design system. By engineering reusable MJML components, we drastically slashed production time and empowered SEGA's internal teams to launch a higher volume of campaigns independently, significantly reducing their reliance on external support.
Smarter Targeting & Automation
To move beyond basic broadcasts, we architected and automated sophisticated retargeting decision trees. This infrastructure provided the foundation for a more intelligent communication strategy, allowing SEGA to deliver highly personalized, relevant content to their player base at scale.
Driving Engagement Through Innovation
We went beyond simple animations to future-proof their email program. By successfully implementing cutting-edge interactive components - such as accordions and tabs functioning directly within the inbox - we established an entirely new benchmark for engagement across their diverse portfolio of brands.
The Impact
Scalability
Reusable MJML components empowered internal teams to deploy campaigns faster and independently.
Intelligence
Automated retargeting journeys laid the foundation for highly personalised communication at scale.
Innovation
Pioneered interactive email features, establishing a new engagement benchmark for the brand.