Best Travel Online Newsletter Campaign

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.

Contributors:

Executive Creative Director:	Kris Geist
Global Creative Director:	Christine Cucuzza
Associate Creative Director:	Tylor Loposser
Senior Copywriter :	Melissa Avanzato
Traffic Manager:	Kay Hanusa
VP, Strategic Consulting:	Stephanie D'sa
Sr Manager, Strategic Consulting:	Veriko Kvartskhava
Sr Director, Delivery Management:	Gašper Jamšek
Account Director:	Tim Bruce
Customer Success Manager:	Matthew Kidd

ZETA GLOBAL

Location: United States

About the Agency:

We're Zeta Global, a data-driven marketing technology company that helps brands acquire more customers, keep the ones they have for longer and grow their value. We create personalized customer experiences by leveraging strategy, analytics, machine learning and award-winning creative that ignite a perpetual dialogue between brands and their customers. Founded by David A. Steinberg and John Sculley (former CEO of Apple Computer and Pepsi-Cola) in 2007, Zeta has grown to more than 1,200 professionals operating out of 25 offices across the globe. Our SaaS-based ZetaHub platform has been recognized as an industry leader by Gartner, Relevancy Group and other top-tier analysts. Zeta is headquartered in New York City, with Centers of Excellence in Silicon Valley, Boston, London, and Hyderabad, India.