Transport for London (TfL): Service messaging
LIDA
THE TEAM
Bev Newton, David Lathwell, Jon Myhill.
Other contributors:
Dawleys - Database hosting and management, eCircle - Email broadcast, M&C Saatchi - Advertising, MEC - Media planning and buying.
WHAT IS WONDERFUL ABOUT THIS WORK?
TfL has developed a strategy using large volumes of customer data to improve targeted service messaging. 80% of customers now find TfL emails relevant (versus 44% in 2009). Open rates are consistently 50% higher than the DMA benchmark. 92% of customers now check before they travel.
WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?
The...