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Austrian Airlines

Partner since 2005

Data as a powerhouse for personalization and growth

Austrian A320 OE LBL (C) Austrian Airlines Peter Thier

Transport & Logistics

Data & AI solutions

Digital business strategy

Omnichannel content strategy

For over 20 years, we’ve shaped and evolved Austrian Airlines’ email marketing strategy. Beyond newsletters, we focus on data-driven, personalized communication and lifecycle mailings – engaging 7 million customers worldwide at every key touchpoint.

Need

Unlocking email’s potential as the highest ROI channel for personalized, data-driven, and customer-centric communication with a measurable sales impact.

Result

150 million personalized emails now reach 7 million recipients annually, including award-winning lifecycle campaigns like ‘Mind Journey’ – driving engagement and conversion.

Impact

Email is now a key tool for customer loyalty and revenue at Austrian Airlines, setting a new standard for personalized communication across the Lufthansa Group.

Ray Sono is a true partner – strategically sharp, operationally excellent and hands-on reliable. Together, we’ve built email marketing that’s personal, data-driven, and sets a new standard within the Lufthansa Group.

Katja Serag El-Din

Manager Content & Dialogue Marketing B2C Newsletter

Austrian Airlines

Facts

The project in numbers

20

years

of strategic consultancy

7

million

global recipients

150

million

emails sent annually

The challenge

Elevating Email as a strategic asset

Austrian Airlines needed to turn email into a high-performing channel for customer loyalty and sales – while navigating the complexities of a corporate environment. The goal was to shift from generic messaging to hyper-personalized, data-driven communication that seamlessly integrates into the customer journey. Achieving this required not just innovative thinking but also the ability to align diverse stakeholders and implement scalable solutions within a global organization.

What we did

Crafting data-driven, hyper-personalized communication

We transformed Austrian Airlines’ email marketing into a high-impact, data-driven powerhouse. Our approach combines strategic innovation, precise personalization, and seamless execution – delivering 150 million targeted emails to 7 million recipients annually. From managing and evolving global campaigns to creating award-winning lifecycle mailings like the "Mind Journey" series, we ensure every touchpoint drives engagement and measurable results. Editorial excellence, automated processes, and advanced data use have made email a key driver of loyalty and revenue growth.

How we did it

Balancing high-level planning and hands-on implementation

Our approach combined strategic consultancy with operational precision, enabling Austrian Airlines to achieve its vision of automated, personalized communication. As key partners, we aligned stakeholders across the Lufthansa Group, contributed expertise to cross-company initiatives, and streamlined processes to create high-impact campaigns. By blending data-driven creativity with operational efficiency, we built a scalable, future-ready email marketing system that delivers measurable results.

AUA Weihnachten The Gallery 2022-12-06 (7)

The results

150 million emails sent annually, 7 million global recipients, an award-winning campaign in the field of user activation and high sales impact through personalized emails like 'Your Travel Match'.

The impact

Email has become a key driver of customer engagement for Austrian Airlines, generating measurable sales impact and shaping the Lufthansa Group’s broader personalization strategy.

AUA A320-214 9281 2018 RGB (C) Austrian Airlines

What we learned

We’ve seen it again and again: effective communication starts with strategic clarity and thrives on cross-team collaboration. It’s not just about sending smarter emails – it’s about creating systems that connect data, content and customer intent at every level. When technology, creativity and operations align, email becomes more than a channel – it becomes a lever for loyalty, growth and lasting customer relationships in a holistic environment. And that’s exactly what makes the difference: translating complexity into clarity and delivering impact that scales.

At Austrian, the challenge was clear: complex setup, high expectations, fast pace – just the kind of project we thrive on. Together, we created a scalable, high-impact solution in a truly rewarding partnership.

Janina Exner

Senior Strategy Consultant | Omnichannel Strategy

Ray Sono

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Transport & Logistics