Eye catching animation in email marketing

Chiltern Railways needed to market the launch of a new 16–25 railcard from National Rail. However, they weren’t able to segment their data to target the that demographic. We created an engaging solution that didn’t alienate their other customers.

With the potential for multiple CTA’s, messages and recipients, a strong design and information hierarchy was required. We identified the key types of traveller and designed an email accordingly. To ensure the email caught the eye of the recipient, we leveraged bespoke illustrations and also animations of a train moving through the famous Chiltern hills.

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