I was tasked with managing a range of email communications for the fleet sales operation at Toyota Lexus.
Commissioned by the Toyota Lexus' lead marketing agency, I devised, managed and reported on monthly emails to fleet buyers and managers as the client announced new models and shared brand-building valuable content. The comms included complex event promotions (Golf Days, Track Days, Conferences). Objectives included:
Encourage/book test drives
Position Toyota Lexus as an environmental leader in the auto sector.
I set up highly personalised email campaigns that ran in sequence, each step being triggered by the last. Business customers reading the mail were drawn down a funnel towards an intended action—a booking—via this automated program.
"Mick demonstrated the real-time power of email for messaging in lifecycle marketing. He came to our HQ and ran a live demonstration of triggered email with multiple journeys and outcomes. It brought home the value of automating instant, personalised email messages to valued customers." Fleet Sales Marketing Director
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