Project Description
Nintendo Co., Ltd. is a Japanese multinational video game company headquartered in Kyoto, Japan. Nintendo is best known for creating some of the world’s most iconic gaming franchises, including Super Mario, The Legend of Zelda, Pokémon, Donkey Kong, and Metroid.
Known for its family-friendly image and focus on innovative gameplay, Nintendo continues to be a major player in the global gaming industry.
Nintendo decided to launch an Email Marketing Campaign to increase its market share & customer base in the US market.
The U.S. is actually one of Nintendo’s largest and most important markets, with many of its games and consoles seeing massive success there.
Nintendo Email Campaign will focus mainly on three popular games in US market:
- Super Smash Bros. Ultimate
- The Legend of Zelda
- Pokémon Sword & Shield
Nintendo Email Campaign Strategy
1- Email Campaign Target Persona
The First step in our Email Marketing Campaign is to determine the target persona. We mainly have two Personas, Teenager Gamer & Adult Gamer.
Teen Gamer Persona (Name: Logan Carter)
| Demographics – Age: 16 – Gender: Male – Location: Austin, Texas – Education Level: High School (11th Grade) – Household Income: 200 /month (allowance/odd jobs) – Device: Nintendo Switch Lite + smartphone | Behaviors – Plays games daily after school and on weekends. – Watches YouTube and Twitch streamers regularly. – Influenced by friends and gaming trends on TikTok. – Frequently visits local GameStop or shops online with gift cards. – Buys digital games (eShop gift cards). |
| Interests – Fighting and racing games (Smash Bros, Mario Kart) – Pokémon collecting and battling – eSports and online gaming events – Memes, game mods, and gaming YouTubers | Needs – Affordable and fun multiplayer games – Quick and exciting gameplay sessions – Portable gaming for school and travel – Social interaction through games and online play |
Adult Gamer Persona (Name: Sarah Mitchell)
| Demographics – Age: 34 – Gender: Female – Location: Seattle, Washington – Education Level: Bachelor’s Degree – Income: $85,000/year (software engineer) – Family Status: Married, no kids – Device: Nintendo Switch OLED (docked) + retro SNES Classic | Behaviors – Plays during evenings and weekends. – Prefers digital downloads over physical copies. – Reads reviews before purchasing games. – Follows Nintendo Direct and gaming forums like Reddit. |
| Interests – Adventure and exploration games (Zelda, Metroid) – Casual gaming for relaxation – Game art, design, and fan communities – Indie games and limited-edition Nintendo products | Needs – Engaging and story-driven single-player games. – Relaxing and creative experiences (e.g., The Legend of Zelda) – Nostalgic experiences that Franchises from childhood (Zelda, Pokémon). – High-quality gaming experience on the go or at home. |
2- Email Campaign Goals & KPIs
Setting a Goal help us determine purpose behind each email, stay focused & defining desired results. Our goal must be a SMART one.
Campaign Goal:
Increase Nintendo Switch game sales in the U.S. by 15% by the end of Q2 2025 through targeted email marketing campaign to teens and adults.
Then we define the KPIs we use to measure our progress towards achieving this goal. Top KPIs used are:
- Open Rate
- Click-Through Rate (CTR)
- Conversion Rate (CR)
- Revenue Per Email (RPE)
- Bounce Rate
- Unsubscribe Rate
- List Growth Rate
3- Email Marketing Platform
Email Marketing Platform can help us in many ways like:
- Send Bulk Emails
- Segment Audience List
- Emails Automation
- Provide many Email Templates
- Measure Email Campaign Results
Our Chosen Platform is MailChimp
There are many good email providers in the market .We chose Mail Chimp for many reasons:
- User-Friendly interface: Intuitive drag-and-drop editor, Clean Dashboard & AI-powered design tools.
- All-in-One Marketing Platform: It offers Email marketing, Social media ads & E-commerce tools.
- Advanced Automation. (Without High Costs)
- Free Plan & Scalable Pricing. (Essentials, Standard, Premium)
- Superior Analytics & Reporting: Real-time performance tracking, A/B testing & Google Analytics integration.
- Strong Deliverability: Mailchimp’s reputation minimizes spam filters & it has a Built-in GDPR/anti-spam features.
Learn More about Mailchimp Platform.
4- Email campaign type
Email campaign types are many for example:
- Newsletter
- Promotional or announcement
- Reengagement
- Automation Emails like welcome emails & transactional emails.
Based on our Goal (Increasing Sales): Email Campaign Type is Promotional Campaign.
5- Build an email list.
Building a high quality email list is the most important step in any email campaign. Never buy an email list because this is a waste of time & efforts.
We build our list through main four organic ways:
- Existing email lists from Nintendo company
- Nintendo CRM software
- Social Media & Website Pop-up forms.
- Gated content and promotional offers
Then we upload our list on Mailchimp as shown
6- Segment You List
Segmentation is separate email list into groups with similar characteristics. This help us to create & send relevant & personalized emails for each segment. There are many factors for segmentation.
We created two segments based on 3 main factors:
| Factor | Age | Purchase History | Device Ownership |
| Segment A | Teen (13-19) | Non-Purchaser | Switch Lite Users: Likely younger and portable-first |
| Segment B | Adults (24-40) | Non-Purchaser | Switch OLED/Standard Users: More invested gamers (like Sarah) |
Then we created out two segment in Mailchimp
7- Create Campaign Emails
Now, it’s time to create our emails. Email should consist of:
- Subject Line
- Preheader Text
- Header / Banner Image
- Body Content
- Call to Action
- Social Proof / Testimonials
- Footer
We created 3 emails for Segment A, one for each game & another 3 emails for Segment B, one for each game.
For demonstration, This is the email sent for teen about Mario Smash Bro & the email send to adult about Zelda
8- Measure Your Results
The last step is to measure our performance to track campaign progress & find mistakes. We can track campaign KPIs from Mailchimp in the Analytics tab
We should continuously test our campaign using A/B test tool to find the best email version for the target customer.
If you still there, thanks for completing the reading. I hope you gained useful tips for your Email Campaign.
If you need any help in your upcoming projects, you can Contact Me for more guide.