Eurostar Plus point E voucher

CRM communications review What was my role? I was the Lead Designer on this project. What did I create? I created a complete new set of email communications. Working closely with the CRM department, I reviewed all Eurostar email communications and optimised them for mobile. When did I do this? I started to work on this in 2013 and the work is ongoing. What did I achieve? This is what I created, in conjunction with the CRM team and the help of one of our agencies (www.cherryandcake.be), who helped us with the coding side of things. I produced a series of email templates that can be used like jig saw puzzles. Depending on the content of the communication, it is possible select several elements or components and build communication in that way. This communication can be very short (postcard type), very text heavy (more transactional type of emails) or very long with many different types of call to actions and offers. All the components are optimised to be responsive and all communications can be viewed on mobile. The origin of this project stemmed from the fact that most email communications at Eurostar had become very disparate and inconsistent. The reason being that there were many systems triggering Eurostar communications, depending on where and when a client engaged with the brand (e.g. pre travel, accounts, loyalty). There are also different marketing departments located in London, Paris and Brussels. As a result, and over the years, Eurostar communications had become rather inconsistent. There was a real need to unify all of these and also to come up with a system that would allow different types of content and sub-branding, for the different loyalty tiers, and in order to create better suited communications for the customers. Ultimately we aimed to create a more unified and consistent brand experience.