Tourism Ireland Welcome & Nurture Email Series

The Tourism Ireland Welcome + Nursery email program was created to modernize how Ireland.com engages subscribers across 13 global markets and six languages. The audience included travelers and dreamers at various stages of interest who were still receiving older emails that lacked personalization, visual impact, and cohesive storytelling. Our goal was not just to welcome users into the Ireland family, but to keep them engaged with authentic content that captured the spirit of adventure, freedom, and exploration in a fresh new way. To do that, we developed a thoughtfully sequenced welcome and nursery series that introduced subscribers to Ireland’s culture, landscapes, and experiences through rich storytelling and destination-led visuals. Tailored next-step emails were created for both engagers and non-engagers to maintain relevance throughout the journey. Built on a flexible, modular design system and supported by AI-driven personalization, the program delivered strong results, including welcome email open rates above 50% and meaningful lifts in click-through and click-to-open rates — strengthening subscriber engagement and renewed excitement around Ireland as a destination.