Client:

VIRGIN TRAINS

 Succes Story: Email Marketing  
OBJECTIVE:

The company needed to sell more seats on their trains (at the time is was branded GNER). This was the main train line operating in the NE of England.


METHOD:

I created a full eCRM strategy. GNER’s database was also segmented so relevant messages and tone of voice helped create personalized emails to inspire the appropriate audience to travel.

RESULTS:
  • Overall revenue increased by over 100%

  • The database was doubled in just over a year

  • The monthly leisure e-newsletters produced an average ROI of 48:1

  • Seat Sale emails produced an ROI of up to 90:1 with uplifts of $1M in revenue

  • An 'Easter Seat Sale' achieved 400,000 new acquisitions alone!

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