CHALLENGE
Toyota generates more than 2 million leads each year from handraisers, yet it wasn’t engaging these prospects. Our challenge: Segment this diverse pool of people who opted in through widely ranging contact points, and create a program capable of addressing each person’s needs, interests and expectations.
EXECUTION
Through the intelligent use of data and technology, we created a personalized email program featuring dynamic content that addresses the appropriate stage of the customer’s journey, from awareness and exploration to purchase.
RESULTS
The program is paying for itself. 18,000 active shoppers qualified 55% lift in sales $54 net return on investment
2014 INTERNATIONAL DMA ECHO:
AUTOMOTIVE, BRONZE
