Overview
Audience Activation supports several campaign types, each with different goals and audiences. The Service-to-Sale campaign enables dealers to leverage their service lane customer data for targeted sales email engagement.
*Important to note: when examining performance of a service campaigns, keep in mind, not all service leads are considered Service ROs. A Service RO must be associated with a Shopper who has opened and clicked on the AA Service email within the given timeframe / clickthrough window to be considered an attributed Service RO.
Campaigns
The Service-to-Sale campaign consists of three campaign groups:
- Service-to-Sale Hot
- Service-to-Sale Warm
- Service-to-Sale Cold
Each group is based on audiences who meet the following conditions:
- Never purchased a car
- Last contact > 14 days, or no contact at all
Hot
Audience: Had a service RO logged in the past 1 - 6 months. If a customer falls into 2 categories (i.e., hot & warm), they will be assigned to the higher category (hot).
Cadence: eligible Shoppers will receive emails every 7 days
Warm
Audience: Had a service RO logged in the past 7 - 12 months. If a customer falls into 2 categories (i.e., hot & warm), they will be assigned to the higher category (hot).
Cadence: eligible Shoppers will receive emails every 14 days
Cold
Audience: Had a service RO logged in the past 13 - 36 months. If a customer falls into 2 categories (i.e., hot & warm), they will be assigned to the higher category (hot).
Cadence: eligible Shoppers will receive emails every 30 days
Important to note: As with all campaigns, you may pause them at any time. Read more about pausing campaigns here.