Email Marketing Services Case Study : Toyota Rav 4

The Mission

Toyota is the world's largest car maker and employs approximately 316,000 people worldwide. Each new vehicle release is received by their current and prospective customers with high expectation and excitement.

Toyota needed an email campaign designed and distributed which was focused on their new RAV4 model. Their problem was that they had over 80 UK dealers who each wanted the version sent on their behalf to be personalised for them.

The Plan

The Toyota Brand is instantly recognisable and awareness is essential to its success and as such all elements had to reflect their requirements while still ensuring that the message is clear and concise. Individual dealers each had their own list of recipients who needed to be targeted and directed to the correct land page based on their geographical location.

Factors considered with the competition included:

		Use of relevant imagery
		Relevancy of email content
		Code optimised to reduce chance of being 'spammed'
		Ease of access to the dedicated landing pages
		Email recipients should be directed to the most relevant dealership

By considering these factors, we can quickly gain an impression of how the email should be designed and coded. There is no point creating an email message for your clients and have it vanish into the ether unread!

To save a huge amount of hassle and time from individually creating an email for each dealer, we used our skills with databases and query manipulation to automatically generate pages from a database with the dealer's details. This also eliminated any human error and associated re-work!