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Toyota Roadside Assistance

We worked with Toyota Canada to develop a new strategy and acquisition campaign to generate roadside assistance renewals at scale, leading to a significant new revenue stream for the brand.

Every new Toyota comes with three years of complimentary roadside assistance coverage. But generating renewals after this three-year period was not traditionally a priority.

We started with the ‘lowest hanging fruit’ – an email campaign to existing owners that notified them of the upcoming expiration of their roadside assistance coverage with a call to action to renew. Owners can select either a 1-year or 2-year coverage term, with the 2-year term offering a 10% discounted fee. Emails with ‘expired’ messages are sent after the expiration date if the owner has not renewed.

Our goal was to build a fully automated system for Toyota that managed daily email delivery to a very large list, measured standard email interaction rates as well as conversions information from the e-commerce platform.

To start, we built a custom email and delivery platform (built with Ruby on Rails on SendGrid). This alleviated the high costs typically associated with storing hundreds of thousands of contacts at a time on a SaaS platform. It also allowed us to focus only on the functionality required for the campaign to work at its best (ie. no ‘bloated’ software with features we’d never use).

After writing and designing the emails for the system, we redesigned the e-commerce pages without changing the underlying infrastructure. Since the vast majority of opens and clicks were on mobile devices, it was crucial to design a responsive/mobile-friendly checkout experience.

When the owner clicks to renew, the vehicle’s VIN number is automatically passed into a secure form on the renewal site, making for a very simple, intuitive renewal process.

Although we can’t share specific results, the campaign has been a resounding success for Toyota and is an ongoing campaign that we manage monthly.


Michael Gramlow


Tim Scollick