Lexus Lease End Emails
Client: Lexus
Role: Art Director, Designer
Agency: RAPP
Scope: Email
Year: 2021
For Lexus Financial Services, I designed an 8-touch email series, built to guide lessees through the final year of their lease. Known as the Lease End series, the emails are spaced strategically across 12 months, walking customers through key milestones such as mileage reviews, pre-inspection scheduling, and vehicle return preparation. The series also functions as a retention tool, surfacing personalized next-vehicle recommendations based on customer data, with the ultimate goal of reducing friction at lease end and moving drivers toward their next Lexus.
Email 1: The first email in the series serves as a warm introduction to the lease-end journey. Sent at the start of the final year, it leads with gratitude for the customer's loyalty, lets them know that helpful information is on the way, and points them to the FAQ page for any early questions. The tone is reassuring and low-pressure, setting the stage for the more action-oriented emails to follow.
Email 2: Deployed eight months before lease end, the second email shifts the focus toward what comes next. Showcasing a curated selection of current Lexus models with detailed feature highlights, it plants the seed for the customer's next vehicle while their lease still has plenty of time remaining. The tone is aspirational and exploratory, inviting customers to imagine their next drive without any pressure to act just yet.
Email 3: Deployed six months before lease end, the third email introduces the full lease-end timeline in a clear, visual format. Customers can see exactly what to expect and when, from mileage reviews to scheduling their vehicle return. The tone is helpful and organized, reassuring customers that the process is straightforward while directing them to their dealer and FAQ page for any questions.
Email 4: With four and a half months left on the lease, the fourth email zeroes in on mileage tracking. Using a personalized mileage summary, it shows customers exactly where they stand against their contract allowance and how many miles they have remaining. The tone is informative and proactive, giving customers the data they need to avoid overage charges before it's too late.
Email 5: At three and a half months out, the fifth email turns up the excitement around what's next. Leading with a personalized vehicle recommendation and key feature highlights, it pairs aspirational content with concrete lease offers and pricing to give customers a compelling reason to start making decisions. The tone is energetic and persuasive, making the case that their next Lexus is closer than they think.
Email 6: Sent at 10 weeks before lease end, the sixth email focuses entirely on pre-inspection, walking customers through what it is, why it matters, and how easy it is to schedule. By highlighting that the process is convenient, quick, and complimentary, it removes any hesitation customers might have and encourages them to take this important step before their return date arrives.
Email 7: At six weeks out, the seventh email puts next-vehicle selection front and center. With the return date now close, it directs customers to their local dealer to explore the full lineup and take advantage of local offers. The tone is direct and motivating, signaling that the time to choose their next Lexus is now.
Email 8: The final email in the series arrives two weeks before lease end, serving as both a closing checklist and a last push toward re-leasing. It walks customers through the return process, covers key logistics like scheduling, what to bring, and finalizing payments, and sweetens the deal with a disposition fee waiver for those who drive home in a new Lexus. The tone is warm but urgent, bringing the journey full circle.
