Toyota GB: Getting Hyper-Personal: Using Data to send powerful, relevant and meaningful communications to Toyota customers

Toyota, an automotive brand, used hyper-personalised emails to pull consumers back to its service centres in the UK, consequently driving revenue of more than £5m.

Campaign details

Brand: Toyota GBAdvertiser: ToyotaAgency: JellyfishCountry: UK

Campaign Overview

Driving people back to service centres

Each year, Toyota communicates to more than 200,000 subscribed customers on behalf of its 190-plus UK service centres. But the industry suffers from low open rates so a new, hyper-personal approach to email was needed.

Strategy

The task for Jellyfish, working with Qube, was to build automated, personalised content to promote Toyota's products and drive customers back into its local centres.

Personalised emails are nothing new. But people love their cars, so hyper-personalisation – adding in key...

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