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Brand:
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:
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Overall revenue increased by over 100%
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The database was doubled in just over a year
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The monthly leisure e-newsletters produced an average ROI of 48:1
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Seat Sale emails produced an ROI of up to 90:1 with uplifts of $1M in revenue
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An 'Easter Seat Sale' achieved 400,000 new acquisitions alone!
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