Some experts say that Vueling is the most innovative and dynamic airline in Southern Europe. It currently has bases in Barcelona, Seville, Málaga and Bilbao, and flies to major cities in Spain, Europe and North Africa. Vueling is characterized by a new way of seeing and doing things. Unlike some traditional airlines, its ticket and product sales and customer relations are based on diverse online marketing tools, with one of the main ones being email marketing.

Initial issue

• Bulk sending of emails: average of four mailings/month to a database of 2.5 million subscribers.
• Short delivery time: the messages are only valid for a brief period, so they need to arrive quickly.
• Scalability of the platform: Vueling had no dedicated infrastructure for bulk mailings, nor did it want to have to expand its equipment or software.

Lastly, Vueling wanted a flexible platform that could allow it to grow as needed.

Solution adopted

After a detailed study of the client's needs and infrastructure requirements, it was determined that Nexica would manage the bulk mailings through its Bulk Mailing Platform, a dedicated infrastructure housed in its own facilities. A Service Level Agreement (SLA) guarantees:

• Mailings: bulk email generation up to a maximum of 2 million or those made within a 6-hour window.
• 100% mailing availability.
• 3-8 hour email management commitment. Scalable as required.
• Monthly report on delivery time, incidents and volume of emails sent.

Mailing process

After the adoption of agreed changes, Nexica now makes the mailings as follows:

• Item montage: Vueling.
• Database segmenting: Vueling CRM.
• The emails are sent to the Bulk Mailing Platform hosted by Nexica.
• Nexica performs the mailing.
• Nexica submits a report 48 hours later.
• Email statistics dump (readings, etc.) to Vueling's CRM.