RATP Dev unifies communication across dozens of subsidiaries with Brevo
Discover how RATP Dev has unified communication across its transport networks and engaged millions of passengers with Brevo since 2023.
- 93% — email marketing deliverability rate
- 27% — open rate (above the transport sector average of 20-22%)
- 93% — SMS deliverability rate
About RATP Dev
RATP Dev, a subsidiary of Groupe RATP, operates and maintains multimodal transport networks (buses, trams, metros, and trains) in 16 countries across 5 continents. A leading player with a presence in France (Lyon, Brest, Toulon, Caen, and more) as well as internationally (Casablanca, Hong Kong, Riyadh, and more), the company is committed to making public transit the obvious choice.
Through its Passenger Services offering (the Explore suite), RATP Dev deploys a comprehensive digital ecosystem that supports passengers at every stage of their journey. These innovative solutions ensure reliable, accessible, real-time passenger information, along with an omnichannel customer relationship tailored to the diverse needs of every rider.
The challenge
With multiple subsidiaries facing distinct needs, RATP Dev faced a major challenge: centralizing and harmonizing communication across subsidiaries without sacrificing each one's autonomy.
- A single platform allowing each subsidiary to manage its own campaigns (marketing emails, SMS, transactional emails)
- Global oversight from a master account to monitor performance and ensure deliverability quality
- A scalable solution capable of supporting the growth of new networks, including outside of France
- Dedicated IP management to protect sending reputation at scale
The solution
Since May 2023, RATP Dev has used Brevo through a multi-sub-account reseller model: 1 master account with 7 dedicated IPs for a centralized view of performance, several dozen autonomous sub-accounts allowing each subsidiary to manage its own campaigns, lists, and automations, and 140 users spread across all entities.
Use cases span the entire user communication cycle :
- Transactional emails: real-time traffic updates, service tracking, disruption alerts
- Marketing campaigns: promotional activities, contests, loyalty programs
- SMS: urgent alerts, departure notifications, local communications
- Automation: welcome scenarios, follow-ups, behavioral notifications
- Forms and landing pages: data and opt-in collection
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