In 2023, while working as the Digital Marketing Copywriter at Wizards of the Coast, I had the opportunity to serve as lead copywriter for one of the most ambitious email campaigns of the year: a Lord of the Rings-themed series for Magic: The Gathering. This wasn’t just a single send—it was a carefully orchestrated, multi-level campaign that spanned five unique emails, each designed to capture a different stage of fan engagement. From initial teaser copy that sparked curiosity, to lore-driven storytelling that pulled readers deeper into Middle-earth, and finally to the product-focused call-to-actions that drove conversions, every line of copy was crafted with a balance of narrative immersion and marketing strategy. The campaign seamlessly blended the epic fantasy tone beloved by LOTR fans with the urgency and clarity needed in high-performing digital marketing.
The scope of the campaign was massive, reaching a vast global audience of Magic: The Gathering players and collectors whose inboxes are as competitive a space as the game itself. I collaborated with designers, brand strategists, and analytics teams to ensure each email not only matched the brand’s visual identity but also delivered measurable impact through opens, clicks, and conversions. Writing for such a large-scale rollout required technical precision—maintaining consistency in voice and pacing across multiple touchpoints while also tailoring copy to different stages of the customer journey. This campaign was a standout project that demonstrated how storytelling and strategy can work hand-in-hand to create a memorable fan experience while achieving business goals.
Emilee Morehouse 