TOYOTA RELATIONSHIP MARKETING

Write helpful email content that doesn’t go straight to the trash.

Brief:

The people who love Toyota most already own one, but we realized that after the buying process our relationship with Toyota owners dropped off. We needed a solution to keep Toyota and the dealership front of mind after a purchase—without just annoying spam emails.

Execution:

We developed the Relationship Marketing program, which was a monthly email that was less focused on sales or deals, but more on interesting editorial content for adventurous Toyota owners.

We took in input from dealers, sales numbers, and demographics to highlight 2-3 articles with helpful tips, interesting stories, and other content relevant to Toyota owners—even if they weren’t actively looking for a new car.

Toyota RM

TOYOTA RELATIONSHIP MARKETING

Write helpful email content that doesn’t go straight to the trash.

Brief:

Execution:

We took in input from dealers, sales numbers, and demographics to highlight 2-3 articles with helpful tips, interesting stories, and other content relevant to Toyota owners—even if they weren’t actively looking for a new car.