Case Study: Aer Lingus achieves 132% higher revenue per email with Oracle Marketing Cloud

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

Aer Lingus, the Irish carrier, faced stagnant email performance driven by siloed marketing and IT teams, untargeted cross-sell offers, and non‑responsive email designs. The airline needed to move from batch-and-blast messaging to more timely, personalized communications to deepen customer relationships and win market share.

By adopting trigger-based, cross-channel marketing with mobile‑optimized emails and building richer profiles on 10.6 million customers, Aer Lingus delivered personalized, dynamic content at the right moment. The campaign drove industry-leading engagement (a 47% click-through rate), 49.4% of clicks resulted in cross-sell or upsell actions, and revenue per email rose to €2.90 — 132% above the travel industry benchmark — establishing a new global standard for transactional emails.

Aer Lingus

Dervila McGarry

European Marketing Manager