Modern Email. Smarter Targeting. Global Impact. Inside Tourism Ireland’s Digital Transformation

The Challenge

Tourism Ireland’s digital strategy was evolving, but its email marketing program was stuck in the past. Templates hadn’t been updated in more than four years, resulting in creative that lacked visual impact and failed to meet modern UX standards. Campaign execution varied widely across markets, leading to brand inconsistency. Segmentation was minimal, targeting was limited, and much of the work was done manually, creating inefficiencies that hindered scalability.

The Solution

Zeta led a comprehensive transformation of Tourism Ireland’s email ecosystem. All major email streams were overhauled, including Welcome, Newsletter, Reactivation, and Seasonal campaigns. Each template was redesigned with a clean, modern aesthetic optimised for mobile. The design system was modular and reusable, making it easy for local teams to adapt content while maintaining brand consistency.

A brand-new lifecycle stream, the Nursery program, was introduced to nurture new subscribers and build stronger early-stage engagement. Templates were built natively in Zeta’s platform, with automation in mind. The infrastructure enabled scalable expansion, real-time optimisation, and seamless testing.

Zeta’s AI and machine learning capabilities were finally brought to life. Dynamic content blocks were personalised based on behavioural signals, preferences, and prior engagement. This meant more relevant messaging, more efficient execution, and smarter targeting.

The Results

The transformation delivered measurable improvements across the board. Click-through rates for the Welcome program surged by 60 percent. The Newsletter stream saw a 26 percent increase in click-throughs. Overall, the brand experienced a 33 percent boost in engaged sessions across all campaigns. Holiday-specific sends, like Halloween, achieved a 33 percent higher open rate compared to industry benchmarks.

Tourism Ireland now operates with a centralised, modern infrastructure that delivers locally relevant experiences at scale. The email program is no longer a maintenance task; it’s a high-performing engagement engine. With creative refreshed, automation in place, and AI actively driving personalisation, the team is well-positioned for long-term success. More engagement. Smarter workflows. Greater consistency. And a program built to scale with the business.