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.