AUTOMATION TRIGGER EMAIL & DESIGN COMPONENT

RCI New Inventory & Abandoned Cart Experience

RCI logo on left, with a vertical collage of email designs on the right on a blue background

  • RCI is a global travel network, but most email campaigns were run ad hoc, with little automation in place. Documentation was limited across email components, usage, performance, audience segments, and differences in available data made personalization difficult. We needed a fast, high-impact solution that could scale into a design system.

  • I led cross-functional alignment by running working sessions with data, content, design, development, and marketing to define component structure, content rules, and available data. Using these inputs, I built and documented a reusable Figma component that mirrored in-platform development, enabling scalable, personalized, and automated email campaigns.

  • Within the first month, the trigger-based email achieved an 11.9% click-through rate and generated $175K+ in attributed revenue. The work also established a repeatable framework for automated email campaigns, reducing long-term design and development effort while supporting growing email marketing needs across RCI and its affiliated brands.

Email design centered on yellow background for RCI showing new resort availability. Features a poolside hero image, resort card, and book now button.
3. 4. Email design centered on yellow background with animation showing the sections ability to move up and down to convey flexibility of design.
Two resort cards on light blue background with top card features placeholders for resort details, with a "Book Now" button. Bottom card, shows a cozy hotel interior, price, and another "Book Now" button.
Woman in a white top relaxes by a pool, sitting on the edge with feet in water, wearing sunglasses. A drink is nearby, conveying a serene, sunny vibe.
Email design centered on yellow background for RCI showing previous searched hotel results. Features a poolside hero image, resort card, and book now button.

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