Transport for London
Weekend disruption and events email
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About the client
Transport for London is the integrated body responsible for the capital's transport system. As such, TfL is responsible for London's buses, the Underground and many other transport operations in the capital.
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The brief
Transport for London had a desire to communicate planned works to the network to londoners thorugh a regular email, but they had concerns about keeping this information interesting and relevant to all its recipients. They were also very keen to keep the number of people unsubscribing to a minimum and to promote off-peak travel by season ticket holders.
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The solution
By combining the network disruption information with details of appealing and unusual events taking place in the capital, we were able to create a communication that feels more rounded than just disruption news. We also target the events to avoid travel trouble spots.
The email is sent out early on a thursday afternoon to entice people when they are considering their weekend's activities.
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Results
The email has seen open rates as high as 58% and very few unsubscribes much less than 1%, and has therefore been viewed as very successful by the client. Further data analysis is being carried out to detect any uplift in off peak travel.