Transport for London (TfL): Service messaging

Transport for London (TfL), which runs the UK capital's bus and underground railway system, wanted to improve its targeted service messaging to travellers.

Transport for London (TfL): Service messaging

LIDA

THE TEAM

Bev Newton, David Lathwell, Jon Myhill.

Other contributors:

Dawleys - Database hosting and management, eCircle - Email broadcast, M&C Saatchi - Advertising, MEC - Media planning and buying.

WHAT IS WONDERFUL ABOUT THIS WORK?

TfL has developed a strategy using large volumes of customer data to improve targeted service messaging. 80% of customers now find TfL emails relevant (versus 44% in 2009). Open rates are consistently 50% higher than the DMA benchmark. 92% of customers now check before they travel.

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?

The...

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