BACKGROUND & PROBLEM

The Pokemon Insider newsletter was sent monthly to a highly targeted audience with a high affinity for Pokemon collectibles products.

The email template was an image-only design that did not take into consideration ADA compliance or mobile-first design, and content was sales-promotion focused. Open rates were always high due to the audience’s affinity for the product, but clicks after opening and revenue per email were lacking. The goal was increased audience engagement.

SOLUTION

Developed a responsive and highly customizable template. Live text allowed for ADA compliance, customized code blocks allowed for audience customization, and design took into consideration Pokemon’s known brand elements while still keeping GameStop’s overall design. Email content focus was shifted from promotion-based strategy to a community focus to cater to an audience with a high online presence. We used live elements like in-email polls, gifs, countdown clocks, scratch-offs, save-the-date calls-to-action and more to encourage more engagement. Design system allowed for any designer to easily pick up and use the template.

RESULTS

New design launched in July, and all year-to-date benchmarks soared immediately.

One month’s Pokemon Insider drove the highest online revenue to date with 45.5% of the newsletter’s total revenue in 2019.
Polls drove up engagement, which a specific poll resulting in 23.36% of all clicks in a specific send.

Pokemon Insider Email Template & Design System