ILLUSTRATIVE PORTFOLIO CONCEPT · NOT A LIVE CAMPAIGN
A proposed welcome journey for Lantern Table, a fictional tabletop game. The idea: help someone move from signing up to feeling ready for their first game.
This is a proposed approach to email and in-app messaging, not a past client project. The messages, audience paths, and measurement plan are illustrative; there are no live results.
EXPLORE THE PROPOSED JOURNEY
Choose a moment to see how the next message changes.
MOMENT 01 · WELCOME EMAIL
A new player has shown interest. Give them one clear place to start, without expecting them to learn everything at once.
LANTERN TABLE
You don’t need to know every rule to be ready to play. Start with a quick look at how a turn works, then take your first step.
We’re glad you’re here.
Show me how to startProposed email copy · CTA shown as a sampleMOMENT 02 · FOLLOW-UP EMAIL
For someone who hasn’t started, offer a useful next step rather than repeating the original welcome. Stop this reminder as soon as they begin playing.
LANTERN TABLE
Sometimes the hardest part of a new game is knowing where to begin. Try a guided practice turn and see how it feels.
The table will be here when you’re ready.
Try a practice turnProposed email copy · CTA shown as a sampleMOMENT 03 · IN-APP MESSAGE
Someone who has played doesn’t need another “get started” reminder. Acknowledge their progress and offer a relevant way to keep exploring.
LANTERN TABLE
Nice to have you at the table. Ready to see what else you might enjoy? Explore a different way to play next time.
Find my next gameProposed in-app copy · CTA shown as a sampleTHE THINKING BEHIND IT
The fictional product has account registration, a getting-started guide, a guided practice turn, and a way to explore other play styles. It can record game starts and completions, and identify appropriate messaging permissions. These are assumptions for the exercise.
A proposed in-app prompt for a registered player who has not started: “A little practice goes a long way. Try a guided turn before your first game.” Sample action: “Show me a turn.”
Hypothesis: a concrete, low-pressure next step will encourage more eligible players to begin than a broad invitation.
For the follow-up email, test “Try a practice turn” against “Explore the game.” Keep the audience, timing, and other content consistent. Compare first-game starts within seven days of message assignment, using randomized groups and a sample-size plan before interpreting a difference.
Primary outcome: the share of eligible new players starting a first game within seven days of signup.
Supporting measures: clicks into the guide, practice starts, and first-game completions. Watch unsubscribes and complaints so stronger activity does not come at the cost of the relationship.
These are proposed measures, not reported results. A baseline or holdout would be needed to assess incremental impact.
Confirm audience rules and permissions, check suppression and frequency limits, test links and destinations, review accessible rendering and personalization fallbacks, and verify that progress stops any outdated reminders.
Review the copy with creative and product partners, and confirm event definitions with the team responsible for reporting.