Auto brand Toyota demonstrated the power of hyper-personalised emails by reaching a UK audience with precisely tailored messaging that could then be connected through to hard revenues.

Why it matters

A hyper-personalised approach to email marketing can help generate higher open rates. This differs from standard personalisation in that it goes into much more granular detail, and so can infuse brands’ communication with greater humanity.

How it worked

• As it encouraged customers to return to service centres, Toyota’s (pre-pandemic) campaign designed email templates featuring a number of variables, such as anniversaries, seasonality, car models and even colours.
• Data...