Email Copy
As mentioned in my Linden Lab backstory, email marketing was severely underutilized when I joined the team. I composed a newsletter prototype and teamed up with our marketing analyst to determine a weekly cadence. Forming cohorts of high-engagement users as well as larger segments for seasonal emails, I filled an editorial calendar with campaigns that not only tell a story but invite the reader to add to it.
Call to action buttons would lead to the Second Life Destination Guide (a virtual directory), our community blogs, or the Second Life Marketplace. This led to an increase in logins, event attendance, and digital commerce. For users who don’t know where to start, these emails offer an approachable starting point.
Accessibility and inclusivity were an integral part of Second Life’s rebrand, so I created a weekly newsletter featuring popular destinations, notable community members, and a street style type section. These emails convey our key value proposition, that anything is possible in the metaverse, by highlighting the vast spectrum of people, destinations, and events. Employing a humorous and conversational tone, I made it crystal clear that everyone is invited to the party.
