East Midlands Trains: How an email CRM programme helped boost the profitability of off-peak services

The impact of recession posed a huge threat to East Midlands Trains, a regional rail service operator in the UK.

East Midlands Trains: How an email CRM programme helped boost the profitability of off-peak services

Principal Authors: Cressida O'Shea, Camilla Patel and Natasha Joslin, LIDAContributing Author: Marc Turley, East Midlands Trains

Overview

The impact of recession posed a huge threat to East Midlands Trains; if ever a business needed to make efficient use of its marketing budget, this was the time to do so.

Our choice of the email channel, use of that channel and creative approach were all designed to minimise cost, minimise waste and maximise effect.

This paper offers valuable learning about email as a...

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