Email design

BRIEF

Chiltern Railways approached us to help market the launch of the new 16-25 railcard from National Rail. This also followed from their ongoing internal rebrand project and Chiltern Railways required a design that could bridge the gap between the old and new branding styles in an email campaign.

Solution

We initially started by assessing the target audience for tone of voice and ideal design, using data acquired from the Chiltern Railways databank. From this we learnt we were unable to accurately segment the data, adding an additional challenge of creating one email to promote all eight railcard types across the network with a varied and wide audience.

With multiple CTAs and messages a strong information hierarchy and design were required. We designed the email with animation and GIFs to stand out in a crowded inbox and create intrigue plus worked on copy that carried the overall theme of the design through to the conversion point.

Outcomes

We worked with Chiltern Railways to fulfil the brief and to produce an email design that they could easily replicate in their email service provider (ESP). From this initial project, we were able to advise them on segmentation of data going forward to improve their open and click-through rates across all of their email send schedules.