• by Jess Nelson , Staff Writer, June 1, 2017

If you’ve ever played an Electronic Arts video game, odds are Stephanie Sczech knows you’re a gamer.

Sczech is the global director of Lifecycle Marketing at EA, and kicked off the first day of the Email Insider Summit with a keynote address on “Email 2.0: From Campaign to Real-Time Experience.”

EA has rebooted its marketing program over the last few years to incorporate the treasure chest of customer data it has available. Not only does EA know which franchise games players have bought, such as FIFA or Mass Effect, but the company can also note how far customers have moved through the game.

Sczech explained how Electronic Arts utilizes this information to personalize email campaigns in an animated slide presentation. EA scores its entire customer database with a gamer’s current lifecycle stage by franchise, and then uses a modular and dynamic email template that automatically populates with relevant content.

The key takeaway? “Always lead with your purpose,” says Sczech, because otherwise content can “get lost in the weeds and complexities” of email. 

We’ll have a video of EA’s presentation available online here, and you can also follow along live to the MediaPost Email Insider Summit online here.