Welcome Email Series Strategy & Design

For this project, I developed an improved email strategy for Tourism Northern Ireland's business support website to enhance their user onboarding process. The goal was to streamline the process, reduce user churn, and minimise customer service requests from businesses signing up for their online software platform.

The onboarding process for Tourism Northern Ireland's platform involves three key stages:

Complete Profile: Businesses fill in their details.

Verification Checks: The verification process can take up to three business days.

Account Approved: Businesses receive full access to the platform once approved.

Despite having an existing automated email sequence for each stage, the team received numerous customer service requests from users struggling with the process. Additionally, there was a significant drop-off rate, with many users failing to complete the onboarding process.

To address these challenges, I implemented the following elements in the new email strategy:

Highlighted the benefits of completing their profile, including access to support, events, and services designed to help grow their tourism business.

Detailed the steps of the onboarding process in each email, clearly communicating the expected time frame and setting user expectations to prevent complaints from impatient users.

Included links to tutorial videos on YouTube, helpful blog posts, and a comprehensive FAQ section to assist users in completing the process independently, thereby reducing the burden on the customer service team.

Provided direct links to the "Contact Us" form, ensuring users could easily find support without having to search for it.

Added prominent call-to-action buttons at both the top and bottom of each email to encourage users to complete the onboarding process.

Redesigned the emails using a cohesive template for brand consistency. The previous emails had a basic white background and an oversized logo. The new design featured a professional layout with balanced branding elements, enhancing the overall look and feel of the communications.

The new email strategy successfully addressed the issues faced by Tourism Northern Ireland, resulting in:

Reduced Customer Service Requests: Clearer communication and additional resources helped users resolve issues independently.

Decreased Churn Rate: Highlighting the value proposition and making the process transparent encouraged more users to complete the onboarding stages.

Improved User Experience: A structured and informative email sequence ensured users were well-informed and supported throughout the onboarding process.

Enhanced Brand Consistency: A redesigned, professional email template reinforced Tourism Northern Ireland’s brand identity and presented a polished image to users.

By incorporating these elements, the new email strategy significantly improved the onboarding experience for businesses signing up to Tourism Northern Ireland's platform.