So like most Londoners, I give Transport for London a fair bit of stick. And I do like to pick holes in much of the direct marketing I get.
By way of contrast, here is a piece of smart marketing by TfL. I have just got an email, letting my know that my nearest tube line is going to be disrupted by enginering works over three forthcoming weekends.
At first, I wondered how the heck did they know this was my line? Then I realised, it’s probably by tracking the data from my Oystercard (the smart card I swipe at the ticket gates). So they’ve seen I use the Northern Line a bit and they send me some relevant info. And they’ve not plagued with info about the myriad other bits of engineering that aren’t so important.