East Midlands Trains keep customers on-track with new data-driven campaign developed by LIDA

EMT_presentation-v4-(003).JPEGDigital and direct marketing specialist, LIDA, has created a data-driven email campaign for East Midlands Trains aimed at providing customers with real-time and geo-targeted information on how long it takes to drive from their nearest station to London St Pancras.

Tasked with communicating that travelling by train is primarily quicker than driving, the agency has developed an email that integrates a live traffic API which will provide customers with data that shows the amount of time it will take to drive from their local train station to London St Pancras International – taking into account traffic data and information on road works. The opening copy on the email reads: “Actually, if you hopped in the car right now, it would take [X] hours. Ouch.” and provides the viewer with comparative data that highlights the train journey time at the time the email is opened.

The call to action is a buy button where customers will be directed to the East Midlands Trains website, where they can purchase tickets for their desired destination.

Marc Turley, Head of Commercial, East Midlands Trains commented: “We want to encourage individuals and families to make the most of the Autumn half term rather than spending hours behind the wheel, our clever initiative encourages people to make tracks by encouraging them to travel by train.”

Nicky Bullard, Executive Creative Director, LIDA added: “Many people simply don’t realise that it’s quicker to take the train. It’s great to be able to use technology to give consumers a better perspective on how much time it could save them – a valuable commodity.”

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