We built the Acura and Honda lead generation and lead nurture programs by triggering email or direct mail communications based on customer preferences, personal data and responses to previous communications—like how soon they would be in the market, and if they were looking to buy or lease. Messages were also tailored based on which kinds of features they wanted to know more about (technology, safety, performance).
Once responding to an initial lead generation channel, data from that response was used to identify which “track” the customer was put on. That determined if they would receive a more general communication about the full line of vehicles, or a specific model brochure. The timing of the emails and direct mail was based on the customer’s indicated timeline to purchase.
By creating more of a dialogue between the customer and the brand, the automaker and dealer were able to show the customer that they were listening to their preferences and interests while driving them closer to their next vehicle purchase or lease.
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