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, Ireland’s flag carrier, needed to move beyond batch-and-blast email marketing to build stronger, more efficient customer relationships and win market share in a competitive aviation market. The airline faced limited collaboration between marketing and IT, untargeted cross-sell/upsell modules, lack of responsive design, and a need for trigger-based, cross-channel campaigns.

By implementing Oracle’s trigger-based marketing and aligning marketing with IT, Aer Lingus built comprehensive profiles on 10.6 million customers and delivered personalized, mobile-optimized emails. The campaign produced record engagement — a 47% click-through rate and a 54.8% responder-to-open rate — with 49.4% of clicks on revenue-generating cross-sell/upsell modules and €290 revenue per email (132% above the travel benchmark), establishing a new global standard for transactional emails.

Aer Lingus

Dervila McGarry

European Marketing Manager