How Toyota of Cedar Park Activated Their Data to Skyrocket Their ROI with Fullpath 

It All Begins With an Email

Every marketing manager or GM aims to optimize their marketing budget, regardless of dealership size. Daily decisions about email campaigns, digital ads, and marketing platforms are crucial for achieving the best Return on Investment (ROI). While email is a cost-effective way to reach a large audience, sending generic messages to all CRM contacts fails to effectively leverage customer data.

Fullpath Audience Activation takes automotive email marketing beyond traditional blasts by transforming customer data into personalized emails at scale. Whether using AI to automate writing, scheduling, and prioritizing campaigns or allowing marketing managers to create specific messages, Fullpath streamlines the process of targeting the right audience with the right messages at the right time.

In Q3 2024, Toyota of Cedar Park utilized Fullpath’s AI-powered email marketing to engage over 45,000 shoppers with valuable content which ultimately helped the dealership close 301 attributed sales in just three months.

Know Your Customers

Never assume what shoppers are truly interested in. Each individual is looking for something different, whether it’s a used car, specific financing options, or vehicles that accommodate double strollers. When customer data is activated, dealers are able to target shoppers with exactly this type of hyper-relevant information. The most effective use of a dealership’s marketing resources is to ensure that shoppers receive deals that will actually resonate.

By partnering with Fullpath, Toyota of Cedar Park leveraged their data to target shoppers with offers that resonated with each individual. In this instance, the most popular category was newly listed inventory. Their targeted emails reached 9,679 shoppers, achieving an open rate of 59.61%, which resulted in 267 sales for the quarter. 

Additionally, the data-driven emails responsible for the remaining 34 sales elevated the average open rate of Fullpath-powered emails to 60.43%.

All It Takes is a Quarter

Switching to a new automotive marketing platform is a significant decision, and dealers may feel hesitant, especially when the timeline for positive Return on Investment (ROI) is unpredictable. The quicker positive metrics begin to surface, the more assured a dealer can be in their choice. 

For Toyota of Cedar Park, that turnaround was not only swift, but also provided confirmation that their investment in Fullpath Audience Activation was worthwhile. Within just three months, the dealership achieved an impressive 175.65x ROI. 

“Fullpath has an exceptional product,” says Julie Herrera, Dealer Principal at Toyota of Cedar. “We immediately saw the advantages. Fullpath helps us know exactly what our customers are truly desiring, and with this tool, we are better able to communicate with them knowing their needs.”