How I designed a Landing Page and Email Marketing Campaign For The Scythe Dev Team.
Indie video game developers often face the challenge of having to work in very small teams. Most indie video game developers work in teams no bigger than three people, and some developers may even just be one person. This leaves very little to no time for developers to focus on their sales and marketing strategies.
I noticed this seemed to be the case for the Sycthe Dev Team. Scythe Dev Team is an indie video game developer, mostly famous for their title NothburyGrove. While they do have a supportive fan base, I believe they could easily grow their reach and popularity of their games if they focused on marketing their games.
Scythe Dev team also has a new game coming out soon. It’s a game called Happy’s Humble Burger Farm, a sequel to their already popular title, Happy’s Humble Burger Barn. Seeing that only the already existing fan base are the only ones likely to know about the sequel, I saw this as a perfect opportunity to create a landing page as well as an email sequence.
Designing the landing page
For my first step, I designed a landing page using Hubspot. I chose to stick with a dark theme to match the overall tone of the game. I also chose to keep it very brief, as the video game audience can sometimes have short attention spans. The reason for the landing page is to direct users to a place where they can easily enter their information to be a part of the mailing list. I included the absolute necessary information, like what they could expect after signing up and what benefits they will receive.
The emails
After the user enters their email address, this will trigger a sequence of emails to be sent. I decided to create these emails again using Hubspot’s email templates that they had available.
I used already existing photos of the new video that Scythe Dev Team already had on their website.
Email 1: welcome email (sent immediately)
The purpose of this first email is simply to thank the user for joining the email list. It’s extremely important to send a thank you email as soon as they sign up, so they know that they have been acknowledged.
Email 2: link to game demo email (sent after 2 days).
The purpose behind this email is to try to drive traffic to the games demo that is available for download. Demos are a really good way for people to try out the game and see if they will like it or not. Demos are also a really good way to showcase a game to new customers who might have never heard of the game.
I tried to write this email in such a way that would have the readers asking questions that would make the user want to click on the link. This email will be sent two days after the initial welcome email.
Email 3: other product promotions (sent after 2 days).
Scyther Dev Team has a wide catalog of games that range from many different genres.
The purpose of this email is to drive more traffic to their game catalog which could increase the amount of downloads for their other games.
Email 4: link to merchandise store (sent after 4 days).
While doing research I noticed that Scythe Dev Team had a merchandise store. I saw the release of their new game as a perfect opportunity to promote their store. The purpose of this email will be to drive more traffic to the store.
Email 5: two-week reminder (two weeks before new product launch).
This purpose of this email is to remind everyone that the game is only two weeks away.
Email 6: product launch email (at launch)
For the last email in my sequence it will just be a product launch email. The purpose of this email is to let everyone know who is subscribed to the email list that the game is released.