Virgin Trains Email Programme

Virgin Trains, a UK trains company, employed email marketing for this campaign. The company made some changes to its approach, including a new evaluation process: the search for marginal gains focused on intense analysis and testing, studying every aspect of email performance and building on last year's learnings.

Virgin Trains Email Programme

Elvis

The team

Paul Becque, John Treacy, Tom Duckham, Rosalind Mair, Andrew Wills, Scott Hunter, Mat Prime, Taylor Westoby, Matt Daymond, Dan Noller.

Other contributors:

Creatormail, The Trainline

How did the campaign make a difference?

This campaign targeted marginal gains across every aspect of email effectiveness, to generate a big overall effect. Focus on creative impact, increasing open rates and message relevance (and making the emails more interesting) increased opens across all segments and overall by 33%. ROI increased from a rolling average of £35:1 to £56:1 in nine months.

What details of the strategy make...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands