I developed a comprehensive B2B email marketing flow for Tourism Northern Ireland, combining a welcome email sequence with a newsletter redesign to enhance engagement, improve user onboarding, and reduce customer service queries. This project streamlined communication, improved email performance, and ensured consistency across all marketing efforts.

The onboarding process for businesses joining Tourism NI’s platform involved three key stages:

Complete Profile – Businesses fill in their details.

Verification Checks – A review process taking up to three business days.

Account Approved – Users gain full platform access.

Despite an existing automated email sequence, the Tourism NI team faced high drop-off rates and an increase in customer service queries from businesses struggling with the process.

Clearer Onboarding Communication – Outlined each step explicitly, setting accurate user expectations and reducing frustration.

Restating the Value Proposition – Reinforced the benefits of completing their profile, including access to exclusive support, events, and growth opportunities.

Helpful Resources – Embedded tutorial videos, blog links, and a dedicated FAQ section to help users resolve issues independently.

Stronger Call-to-Action (CTA) Placement – Positioned prominent CTA buttons at the top and bottom of each email to drive conversions.

Consistent & Professional Design – Replaced outdated email templates with a clean, branded layout for a more polished and cohesive experience.

Reduced Customer Service Queries – Clearer guidance and self-help resources lowered support requests.

Decreased Drop-Off Rate – Improved communication and CTAs encouraged more users to complete the onboarding process.

Enhanced User Experience – A well-structured email sequence ensured a seamless onboarding journey.

Stronger Brand Identity – Professionally designed emails reinforced Tourism NI’s credibility and branding.

Tourism NI’s existing email templates had several issues:

Weak Call-to-Actions – Generic hyperlinks ("click here") resulted in poor engagement.

Non-Responsive Design – Emails did not display correctly on mobile devices, with distorted images and formatting issues.

Deliverability Issues – Large image files caused emails to be clipped or marked as spam.

Inconsistent Branding – Different teams created emails with varying designs, leading to inconsistencies across campaigns.

Optimised Layout for Readability – Implemented the F-pattern design to guide reader attention effectively.

Enhanced Call-to-Actions – Introduced bold, clear buttons for better engagement.

Mobile-Friendly Design – Ensured responsiveness across all devices and dark mode compatibility.

Improved Accessibility – Added alt text, adjusted font sizes, and optimised contrast for inclusivity.

Streamlined Image Management – Reduced file sizes to prevent spam flagging and enhance deliverability.

Standardised Email Templates – Created reusable designs to maintain brand consistency across departments.

Higher Engagement – Click-through rates improved due to structured layouts and stronger CTAs.

Enhanced Mobile Experience – Responsive designs ensured a seamless reading experience.

Improved Accessibility – Emails became more inclusive for all users.

Better Deliverability – Optimised images reduced spam flagging and email clipping.

Consistent Branding – A unified email template system saved time for teams and ensured professional designs.

By combining email flow optimisation with strategic design, this project transformed Tourism NI’s email marketing:

Onboarding became more effective – Fewer support queries and higher user activation.

Newsletters became more engaging – Increased conversions and improved brand perception.

A cohesive, scalable email system – Greater efficiency for internal teams and a more seamless experience for users.