Toyota: Handraiser email program

This case study explains how Toyota, the car manufacturer, improved its email targeting by using data to understand purchase journeys in the US.

Toyota: Handraiser email program

Advertiser/Client Name: Toyota

Agency: RAPP

Category: Automotive (AU)

Region Submitting To: New York

Country Where Program Ran: United States of America

Program Start Date: 12/20/13

Program End Date: 01/01/15

Product/Service Overview: The Toyota Handraiser email program was designed as a way to move consumers down the purchase funnel through triggered communications based on behavior and specific points in the customer journey. There are a total of 15 unique vehicle communication paths all with customized content tailored to each individual audience.

Objective of the campaign

Toyota generates over two...

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