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DART – Let's Go.

DART News Release

Media Relations Contact:
Kristine Tanzillo
Dux Public Relations

December 6, 2001

Pugh and Company-Designed Effort Commands Attention of 3 out of Every 4 Recipients

Rapid Transit Email Campaign is a Big Winner with Recipients

Dallas - December 6, 2001 - Dallas Area Rapid Transit's (DART) first-ever email marketing promotion delivered nearly a forty-six percent return. The virtual marketing campaign was part of a large advertising effort to promote the first commuter railway service between Dallas and Ft. Worth in more than 60 years.

The dynamic email campaign, created and executed by Pugh and Company, used advanced web technology, including Flash animation and sound with MP3 streaming. The campaign design enabled every user to receive the message based on their system specifications, increasing the effectiveness of the promotion.

The first of the two-part virtual campaign was delivered to 7,332 permission-based email recipients. The message was delivered as a "personal" invitation to each recipient. A review of the campaign showed that:

  • Eighty-six percent of the messages were opened;
  • Seventy-four percent of the recipients watched the entire promotion;
  • Forty-six percent of those that watched the promotion went to the DART website for further information about the promotion;
  • Thirty-seven percent of the recipients "opted-in" for future email promotions;
  • Nearly 500 new impressions were created and captured from viral marketing;
  • More than 11,900 people rode the Trinity Railway Express on the day of the promotion.
The second half of the promotion was distributed on Wednesday, Dec.5, to remind recipients of the next free-ride day scheduled for Saturday, Dec. 8. As of this morning, more than 2,000 people had opened the invitation and more than sixty-six percent of those watched the entire promotion. Thirty-percent of those that viewed the entire promotion then went to the DART website for additional information.

These phenomenal results demonstrate the benefit of cleverly designed and well executed virtual marketing campaigns. Pugh's experience and creativity, enabled DART to expand its advertising effort and deliver greater results through the power of email.

If you'd like to receive the email promotion for review, please contact Kristine Tanzillo at [email protected] or by phone at 972-644-0830. The promotion will be sent to you under separate cover and will not be calculated as part of the promotion statistics.

Dallas Area Rapid Transit (DART) provides the Dallas metroplex with mass transportation solutions, including buses and a light rail system. For further information about DART, visit

Pugh and Company offers more than 25 years of interactive creative communications. Today, the agency specializes in web-centered design, transforming static Web strategies into interactive experiences that educate, entertain, and effectively sell products and services. To learn more about Pugh's capabilities, please visit the agency's website at

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