East Midlands Trains: Email CRM programme

East Midland Trains, a reagional UK train operator, sought to increase revenue from August 2010 by focusing on off-peak travellers, because peak services were already near capacity.

East Midlands Trains: Email CRM programme

LIDA

THE TEAM

Natasha Joslin - Data Strategy DirectorCamilla Patel -Group Account DirectorCressida O'Shea - Senior StrategistDan Jenkins - Account DirectorNicky Bullard - Creative DirectorSharon To - Project ManagerInger Nordby - CopywriterAndrew Pogson - Art Director

OTHER CONTRIBUTORS

TBDA - Database managementeCircle - 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...

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