Galápagos Conservancy:
Welcome Email Series
role: art direction & design
How do you make someone feel connected to a place they’ve never been?
Rather than treating each email as a standalone touchpoint, we designed a four-part narrative that unfolded over time. Personality quizzes, evolving illustrations, and conservation stories worked together to help new supporters build a lasting connection to the Galápagos.
Email 1 - Welcome to Galápagos
For this welcome email, we wanted new donors to feel connected to the island from the very first touchpoint.
This also kicked off one of my favorite details: a narrative footer series. Starting with a hatching egg, each email revealed the next chapter of a playful story, giving the series a little extra personality.
Email 2 - Which animal are you?
We wanted to give new donors a more interactive way to connect with the mission, so we created a playful personality quiz: Which Galápagos animal are you?
Each result lead to a bespoke landing page featuring a matching species, facts about the animal, and the conservation work donors were helping make possible.
Email 3 - Tortoises return
The third email in the series spotlighted one of Galápagos Conservancy’s most fascinating conservation efforts: bringing the Floreana giant tortoise back to its native island using DNA-based breeding techniques.
The science felt almost Jurassic Park-level unbelievable, but the impact was very real. Restoring this keystone species is a critical step toward rebuilding Floreana’s ecosystem.
Email 4 - Note from Shelton
What better way to close the series than with a personal note from a Floreana tortoise?
Shelton became the narrator of the final email, inviting donors into life on Floreana through the eyes of one of its newest residents. The email closed with Shelton’s footprints and, at long last, the footer egg hatching, giving the four-part series a satisfying final chapter.
Credits
Client: Galapagos Conservancy
Agency: Interactive Strategies
Creative Direction: Joe Forsythe
Art Direction: Zoë Soriano
Copywriting: Megan Okrand