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CUSTOMER SUCCESS STORY EMAIL MARKETING

Aer Lingus Revenue Per Email Flies 132% Higher Than Travel Industry Benchmark

To foster strong and long-lasting relationships with the customer base, Aer Lingus wanted to create efficiencies and drive revenue to win market share in the competitive aviation market. The Aer Lin-gus marketing team was tasked with finding a solution to move from a batch-and-blast approach to event-triggered campaigns. “By aligning the marketing and IT teams, Aer Lingus has been able to build more comprehensive profiles on our audience. A more personalised and cost-effective marketing strategy has resulted in a 47% click through rate—the highest engagement levels the company has ever seen,” says Dervila McGarry, European Marketing Manager, Aer Lingus.

CHALLENGES• Limited collaboration and data sharing between marketing and IT teams

• Untargeted cross-sell and upsell modules within email campaigns

• Lack of responsive design

SOLUTIONS• Cross-channel marketing

• Trigger-based marketing with mobile-optimised email formatting

RESULTS• 49.4% of customer clicks were on a cross-sell or upsell module.

• Revenue per email was €2.90 (132% higher than travel industry benchmark).

• Created new global standard for transactional emails within the travel industry.

Oracle’s trigger-based marketing for Aer Lingus saw them build more comprehensive profiles on 10.6 million customers. They were able to target customers with more personalised, dynamic con-tent—at the right time in their customer journey—resulting in 49.4% of customers who clicked through selecting a revenue-generating cross-sell or upsell module. “From the Installation of the email automation module, the primary result for Aer Lingus was a 54.8% responder-to-open-rate,” says Dervila. “Email marketing is now personalised, cost effective, and at the highest engagement levels the company has ever seen—setting a new global standard for transactional emails.”

This campaign provided the email marketing team with valuable insights about their customers but also created an increase in efficiency. Developing customer loyalty and approaching customers with relevant offers and products required total cohesion across the company’s IT and marketing teams. This team effort delivered optimal results including understanding return on marketing investment and analysing marketing’s contribution to overall ROI. Following the success of its email campaign for English language bookings on www.aerlingus.com, the organisation plans to expand its engagement campaigns to include other languages and demographics.

Learn more at: oracle.com/marketingcloud

132% Aer Lingus boosted revenue per email 132% higher than the travel industry benchmark by using trigger-based marketing and mobile email formatting.