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East Midlands Trains: How an email CRM programme helped boost the profitability of off-peak services
East Midlands Trains: How an email CRM programme helped boost the profitability of off-peak services
East Midlands Trains: How an email CRM programme helped boost the profitability of off-peak services
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