Toyota came to us with the challenge of engaging current RAV4 owners who weren’t in our email database to upgrade to a new RAV4 and opt in to our life-cycle marketing program. Our objective was to stand out among cluttered mailboxes and create an emotional connection with the product through our digital experience.
Since our mailing date was shortly after Valentine’s Day, we created a love letter from the RAV4 that rekindled relationships with the vehicle. By crafting a voice for the car, we made a personal experience that stood out from the average direct mail communication. Each letter led to a steamy microsite that pointed out the vehicle’s features, making our target fall in love all over again.
3,920 letter recipients went online to our digital extension and interacted with the site. We were able to reduce cost per lead by half and also communicate with a valuable owner audience that is 18 times more likely to purchase a vehicle. Additionally, some recipients actually replied to the mailing address of the DM, creating dialogue between product and consumer.