How an email CRM programme helped boost the profitability of off-peak services  (2011)

Bronze award winner

Campaign: How an email CRM programme helped boost the profitability of off-peak services
Brand: East Midlands Trains
Client: East Midlands Trains
Entrant: LIDA
Principal Authors: Cressida O'Shea - LIDA, Camilla Patel - LIDA, Natasha Joslin - LIDA
Contributing Author: Marc Turley - East Midlands Trains
Credited Companies: M&C Saatchi - Integrated Agency, TBDA - Others, E-Circle - Others, East Midlands Trains - Client


The impact of recession posed a huge threat to East Midlands Trains. Their choice and use of the email channel, and their creative approach were all designed to minimise cost, minimise waste and maximise effect. Their campaign overcame the barriers to off-peak ticket purchase; increased revenue by 9% amongst customers contacted compared to those who were not; and reduced the off-peak cost per passenger helping to boost the profitability of off-peak services.

Judge's Comments:

This paper was extremely thorough, and East Midlands Trains used their database of online e-commerce communications to great effect. The judges particularly liked the use of control groups to rigorously prove their return from the email campaign. Duncan MacCallum, Founder, MacC Comms