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, LIDA
Contributing Author: Marc Turley, East Midlands Trains


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 channel - something that is currently missing from the IPA's extensive database.

We will demonstrate how we:

  • Overcame the barriers to encourage leisure customers to buy more off-peak tickets.

  • Increased revenue by 9% amongst customers who were contacted as part of an eCRM programme, compared to those who were not.