Brief
Creation of an automated email ecosystem to build a relationship
Meyeur needed to completely create its email flows to structure its customer relationships throughout the various stages of the customer journey. As no automation system was yet in place, the mandate was not simply to adapt a few existing communications, but to consider the complete logic of the sequences, the role of each email, and how the whole could support the brand's objectives.
Goals
Email flows designed to strengthen human connection
The goal was to create an ecosystem capable of welcoming new subscribers, introducing the different games, reigniting interest, supporting the purchase decision, and nurturing the relationship after an order. Each communication needed to serve a clear purpose
while creating a natural progression between the different
stages of the journey.
This structure also had to remain true to what sets Meyeur apart. The brand does more than sell card games: it creates opportunities for people to come together, spark conversations, and build more meaningful relationships. The flows therefore needed to serve their commercial purpose without losing this playful, unifying, and deeply human dimension.
Tools and partners
Complexity and challenge
Talking about conversion without stepping outside the game
The main challenge was translating Meyeur’s universe into a channel often perceived as promotional and automated. Even when an email featured an offer, reminded customers of a product they had viewed, or encouraged them to complete a purchase, it could never feel like generic communication disconnected from the brand’s personality.
The challenge was to strike the right balance between several needs: making the message immediately clear, highlighting the desired action, maintaining an effective conversion-focused structure, and creating an experience distinctive enough to be instantly recognizable.
The emails needed to sell without feeling cold, entertain without compromising clarity, and draw on the language of play without sounding overly childish or forced. The visual diversity of the card decks added another layer of complexity. Each product has its own colours and personality, yet the flows needed to form one cohesive system. The creative direction therefore had to be flexible enough to let each game’s universe come to life while maintaining consistent visual cues from one email to the next.
Approach
Building each sequence like a new round
The approach began by considering the different stages of the relationship between Meyeur and its customers. Each flow was developed according to the context in which it appears, the customer’s familiarity with the brand, the questions they might have, and the most relevant action to encourage. This journey-based perspective helped define a clear purpose for every communication, rather than simply increasing the number of emails sent.
The sequences were then structured to move the conversation forward. An initial email might introduce the brand’s universe and create a sense of connection, while a subsequent message could deepen product understanding, address a potential hesitation, or present a more direct incentive. This progression supports conversion without expecting every communication to sell immediately.
Finally, a shared editorial and visual system was developed to ensure continuity throughout the experience. Game-inspired language, card-based compositions, the distinctive colours of each deck, and images of meaningful moments shared together became the system’s main visual and narrative cues. Each flow can therefore pursue a different objective while still feeling like part of the same larger conversation.
Solution
Making email an extension of the Meyeur experience
Each email combines a clear hierarchy, a message tailored to its place in the customer journey, and an art direction directly inspired by the physical world of the games. The cards take centre stage in the compositions. Rather than simply showcasing the products, they become narrative elements that overlap, reveal themselves, and invite the reader to join the game. The copy extends this intention by naturally drawing on the gestures and expressions associated with play. The solution also relies on a modular system designed to adapt to a wide range of contexts. Colours, content, and calls to action can evolve according to the product or the flow’s objective, while the structure, voice, and visual principles maintain a consistent experience. Meyeur now has a cohesive foundation for communicating about discovery, promotions, orders, and customer loyalty without losing its identity.
One of the key visual challenges was translating an experience rooted in a physical object into a digital format: drawing a card, turning it over, placing it on a table, and discovering the question it reveals. The art direction therefore aimed to evoke some of this tactile experience within the emails themselves.
The language of play was used as a genuine tool for storytelling and differentiation. Rather than relying on the usual language of email marketing, each message transforms a commercial action into an interaction that feels consistent with the Meyeur experience. A 15% offer can become “You’ve drawn a secret card!” while the arrival of a new game naturally opens the conversation with “Ready, set, play?” These expressions communicate an offer or next step clearly while adding an element of surprise, connection, and lightheartedness.
- +117%Taux d'ouverture
- +6.5%Taux de clic
- +155%Taux de conversion
Results
A new way to build customer relationships through play
Meyeur now has a structured and distinctive flow ecosystem designed to support multiple stages of the customer relationship. Each sequence serves a specific commercial objective while maintaining
an experience consistent with the brand’s warm, colourful, and community-driven personality.
The system ensures consistent editorial and visual cues across communications with very different functions. Promotions, product introductions, follow-ups, and post-purchase messages are no longer treated as isolated touchpoints; they become interconnected parts of one cohesive relationship-building experience.
By bringing together strategy, art direction, and copywriting, automated emails become meaningful touchpoints within the Meyeur universe. The brand can now support conversion and strengthen its customer relationships without losing sight of the promise at the heart of its products: creating opportunities to gather, connect, and grow closer, one card at a time.
“Maze is a high-caliber partner with sharp expertise and a completely seamless process that makes me regret not having known them sooner!”
Meyeur
