s360 & Molslinjen: Increasing e-mail revenue by 45% with CDP

How Molslinjen uses personalised e-mail marketing to improve its price perception

The challenge

Beating a high price perception

Molslinjen is Denmark's largest domestic ferry company, transporting around 15 million guests annually. Despite its popularity, some people perceive Molslinjen as expensive compared to driving over the Storebælt bridge. However, while some people have this perception, reality is different. For many people living in Northern Denmark, travelling with Molslinjen is a cheaper alternative. Therefore, Molslinjen’s challenge was to beat the high price perception to increase revenue.

Client

Molslinjen

Industry

Domestic ferry company

45

%

Increase in revenue

11

%

Increase in win-back of abandoned carts

25

%

Increase in top-of-mind

The Solution

Using personalised e-mail marketing to improve price perception

Molslinjen built a simple calculator that calculates potential savings based on the place of departure and desired destination. We helped them enrich the calculator with information from Molslinjen’s customer data platform, Tealium, which enables mass distribution of individualised calculations through Molslinjen’s marketing automation platform, Agillic.

By doing so, Molslinjen’s +200.000 marketing contacts regularly receive personalised e-mails with potential savings tailored to their place of departure. In addition, the calculator is an integrated part of the check-out flow, as users automatically receive e-mails with possible savings on trips they have abandoned in the basket.

"Our market research reveals that comfort and price are important factors in travel decisions. While Molslinjen is known for comfort, many consumers don't view us as the most affordable option. Thanks to s360 and our creative agency, we've developed a calculator and integrated it with our CDP and personalised e-mail marketing. By personalising our communication, we improve our price perception and get more value from our marketing efforts."

Birgitte Kold Ingwersen, Marketing Director at Molslinjen

The Results

Increasing revenue of e-mail marketing by 45%

It is clear that personalised communication can break down the high price barrier and resonate more with people. After implementing the individualised calculations via Molslinjen’s CDP, the marketing contacts have 26% higher click-through rates, leading to a 45% increase in revenue generated by e-mail marketing activities.

Not only do the personalised e-mails perform well as outreach, but they also increase the win-back of abandoned carts by 11%, ensuring lower funnel opportunities are not lost.

Finally, the consistency in e-mail marketing presence has supported Molslinjen’s 25% increase in top-of-mind, ensuring that high mental availability can trigger purchase consideration.

This case has won gold for “Best in Personalised Marketing” and bronze for “Best in Digital Marketing” at Danish Digital Awards 2024, and "First-Party Data" at Rambukken.

The Client

Molslinjen

Molslinjen A/S is Denmark's largest domestic ferry company. With a fleet of 21 ships, the company operates a total of ten routes on the ALSLINJEN, BORNHOLMSLINJEN, FANØLINJEN, LANGELANDSLINJEN, MOLSLINJEN, SAMSØLINJEN and ØRESUNDSLINJEN. In total, the ferries have approximately 15 million guests annually.

molslinjen.dk

Contact
Magnus Holm Madsen
Director, Data Intelligence, Denmark
Phone: +45 5123 0664
[email protected]

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