Nurture Journey Campaign to Raise Awareness of Offerings in a New Space (Commuter Rail)
Challenge
Making the public transit industry aware Trapeze wasn’t just a bus company - that they had rail solutions as well.
Solution
Email performed better with our customers, so we decided to create an email journey nurture to highlight our different rail offerings. It displayed as a pop-up on all rail pages asking if people wanted a 5-week journey to better rail operations. It ultimately directed to the landing page to show a day-in-a-life of a commuter railroad.
Outcome
It was a very successful pop-up, generating a lot of good, passive leads from commuter rail agencies. It was so successful, we created other variations of the journey nurture for some of our other solutions.
Responsibilities
Creative direction
Copy
Email 1 - Introduction after form fill
Email 2 - Dedicated to workforce management software
Email 3 - Focused on scheduling and planning software
Email 4 - Highlighting our enterprise asset management software
Email 5 - Showcasing the benefits of a full enterprise suit
Email 6 - Directing them to a landing page to show a day-in-the-life of a commuter railroad and all assets from the emails
Email 7 - Final collection of resources for readers to devour
