From standard to first class: Optimising Trainline emails

#Retention #Strategy

Trainline were experiencing a marked decrease in open and click through rates on their emails. This was a major concern as valuable information was included, particularly in onboarding emails post ticket purchase.


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Following a comprehensive review of the email creative from our in-house team of writers, designers and developers we made a series of recommendations around the kind of content that could be included, overall design, tone of voice and email build.



We developed 3 x new templates for Trainline’s onboarding programme.

We included much more personalised content including name, full itinerary of outbound and return journey and even live weather reports from the customers destination.

We wrote, designed and built the emails as proof of concept in terms of build and code. The improvements were applied across all Trainline emails – and the step change was immediately noticed, with Dotmailer and Pure360 recognising the improvement.

Trainline emails


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