Toyota Parts & Service Direct Mail
A series of direct mail pieces designed to drive visits to local Toyota dealerships for service, while encouraging timely seasonal tire changes. Each mailer includes highly personalized content and incorporates interactive elements that invite engagement, giving recipients a reason to pause before tossing it aside.
The primary challenge is developing a distinctive format that stands out, while still meeting the technical requirements needed for dynamic content population and adhering to Canada Post regulations.
Spring DM 2025
In this example, we targeted SUV owners by inspiring them to plan a spring camping getaway with their families. The mailer offers practical tips for preparing their vehicle for the trip and features an perforated flap on the cover with a coupon redeemable for two free campfire mugs.
Spring DM 2023
This mailer was deployed post-pandemic, as gas prices hit record highs. It offered customers practical tips for saving on fuel without sacrificing adventure—including curated, close-to-home road trip ideas tailored to each recipient’s location. The DM resulted in a large spike in engagement with over 15,000 recipients signing up to receive email updates and nearly 40,000 service appointments booked.
Fall DM 2022
In this example, we focused on prompting recipients to book their tire changeover ahead of the winter season. The cover featured an integrated tread depth checker, giving recipients a simple, hands-on way to gauge tire wear and understand when it’s time for a replacement.
Fall DM 2023
This mailer included tips on how to prepare for winter driving and also featured a air-freshener tipped onto the cover - which served as a handy reminder that service appointments should be booked every 6 months or 8000KM.
