The email bening analyzed is an event triggered email from Trainline, an independent digital rail and coach ticketing platform, selling tickets through its website, by telephone, and through its mobile app which is available on iOS, Windows Phone and Android platforms. The reasoning as to why this email is event triggered is because the main heading is “Advance tickets for Easter are here“, indicating that the Easter holidays are coming up and paying for tickets in advance is now available. Afterwards, the email establishes how beneficial it is paying in advance for a ticket as it saves an average of 61% and, with a railcard, even more money will be saved! Additionally, there’s an option to book a seat as well as use SplitSave, a Trainline feature available on the app that makes split ticketing easy! It’s a way of saving money on train travel by ‘splitting’ your trip into multiple tickets. Once you click “Book now”, the email takes you to the main trainline website and SplitSave as shown below.
Once entering the main Trainline site, you can find more information based on SplitSave and offers to buy singke tickets to destinantions such as from:
- Manchester Piccadilly to London Euston
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London Marylebone to Birmingham Moor St
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London St Pancras to Paris Gare du Nord
These examples indicate how much money will be saved and ehat is new.
Emails are an effective push online communications method but it’s essential that email is opt-in, otherwise it is illegal SPAM. From my experience with Trainline, it seems that the emails are opt-in as they have never been considered to be SPAM. This is due to the fact that the Trainline emails have been avoiding words such as Free. 50% Off and many more as shown below.
Source: http://www.icontact.com/
The Trainline email marketing is effective even with its colour sceheme as white is a colour that represents purity and independence, and green which represents tranquility and peace. It engages the potential customer to book tickets either immediately or with SplitSave and Trainline also offers booking by coach, ensuring that the customers have all sorts of transportation to use for the Easter holidays.
References:
iContact. (2020). Email Marketing Made Easy – Unlimited Sending, Unlimited Possibilities. [online] Available at: http://www.icontact.com/ [Accessed 17 Feb. 2020].