East Midlands Trains: Email CRM programme

LIDA

THE TEAM

Natasha Joslin - Data Strategy Director
Camilla Patel -Group Account Director
Cressida O'Shea - Senior Strategist
Dan Jenkins - Account Director
Nicky Bullard - Creative Director
Sharon To - Project Manager
Inger Nordby - Copywriter
Andrew Pogson - Art Director

OTHER CONTRIBUTORS

TBDA - Database management
eCircle - Email broadcast

WHAT IS WONDERFUL ABOUT THIS WORK?

Our objective to grow off-peak volumes was designed to boost profitability of off-peak services. Our approach, inspired by behavioural economics, tackled key barriers to purchase and minimised cost while maximising effect. We increased revenue by 9% among customers in our programme, reduced the off-peak cost per passenger and delivered an 8:1 ROMI.

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?