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 personalized, 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 personalized, 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 analyzing marketing’s contribution to overall ROI. Following the success of its email campaign for English language bookings on www.aerlingus.com, the organization plans to expand its engagement campaigns to include other languages and demographics.