5K
“Your Camry's first checkup is here.”
Book my checkup
Toyota service · Lifecycle email + CRM
Your RAV4 just hit30,000 miles.
Owners ignored generic service reminders. I rewrote every message around the one number every driver actually checks: their own mileage.
+155% email bookings
The brief
Get owners due for service to book, and kill the call, hold and callback.
My role
Creative strategist and writer, as a vendor partner to Toyota. Messaging, the email series, social, billboard and kiosk copy.
What I made
Mileage-milestone emails, a 2-day nudge, a lapsed win-back, paid social, billboards and mall kiosks.
+155%
email-driven service bookings, within three months
2x
website traffic
+49%
online service appointments
the insight
“Owners don't care about a calendar. They care about their car.”
So every message opens with their car and its mileage, then one tap to book.
red pen, before and after
Same email.One rewrite.
Time for your next service! Schedule your appointment today. Call us at…
Your RAV4 just hit 30,000 miles. Here's exactly what it needs, and what it doesn't.
their car, their number, one tap. “and what it doesn't” is the line that builds trust.
the series
One idea.Every mile marker.
15K
“15,000 miles. Time for a quick refresh.”
Book my 15K service
30K
“Your RAV4 just hit 30,000 miles.”
Book my 30K service
9 MO
“We miss your Camry.”
Book a visit
+2 DAYS
“Still need me to hold that time?”
Keep my time
the email that wouldn't let go
The 2-day nudge.Sounds like a person.
Toyota Service · 2 days after no booking
Subject: still want me to hold this?
hey
i had you down for that repair but didn't see anything come through
hopefully you took care of it already...
we had 5 people this week have to come back in and pay $1,500 to fix something that should have only cost $150
no pressure or anything... we just wanted to save you the headache
“i had you down”
Sounds like the service advisor who knows you, not a system.
“$1,500… $150”
One real number does the scaring. No warning lights needed.
“no pressure or anything”
Takes the sales feeling out, so they actually book.
everywhere the owner looked
Email. Social.Billboards. Kiosks.
Email 1
The milestone trigger
Email 2
The 2-day nudge: “Keep my time.”
Email 3
The win-back: “We miss your Camry.”
Paid social
“30,000 miles. Thousands of memories. One thing left to do.”
Billboard
Written to read in three seconds at 60 mph.
Mall kiosk
Scan or tap, and the booking link lands on your phone.
Not a lone wolf.A teammate.
no. 1
Mapped every milestone from two signals: mileage and time since the last visit.
no. 2
Built the one-tap booking path into the plan, so the copy never ended in “call us.”
no. 3
Measured, then optimized: the nudge and the win-back came from what the first emails taught us.
want this for your brand?
Let's get you a yes.
Open to full-time senior copywriter roles. Remote or Milwaukee.