Overview
Fullpath supports several campaign types, each with different goals and audiences. The Service Activation campaign enables dealers to leverage their customer sales data as well as their non-buyer data for targeted email engagement around service reminders and offerings with the goal of activating their customers in the dealership service lane.
*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 Activation campaign consists of six campaign groups:
- Service Activation (Buyers) Hot
- Service Activation (Buyers) Warm
- Service Activation (Buyers) Cold
- Service Activation (Non-Buyers) Hot
- Service Activation (Non-Buyers) Warm
- Service Activation (Non-Buyers) Cold
Each group is based on audiences who meet the following conditions:
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Has no previous Service RO logged
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Is not currently a Service lead, or last service lead date > 1 month.
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Last contact > 14 days, or no contact at all
Buyers will be comprised of shoppers with previous vehicle purchase associated; Non-Buyers will be comprised of shoppers with no vehicle purchase associated.
Service Activation Across the Platform
There are several campaigns that work in tandem with our onsite engagement solution. Service Activation is a great example of how you can leverage the Audience Activation and Website Engagement elements of the CDXP together. When a shopper clicks on a Service Activation link inside an email, there are several possible scenarios that will occur onsite when the shopper lands on the dealership website:
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If Website Engagement is disabled: traffic will be routed to the Dealership Service URL (taken from the Dealership settings page)
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If Website Engagement is enabled without the service redirect feature: traffic will be routed to the Dealership Service URL (taken from the Dealership settings page) and the widget's Service Module will appear open and pre-populated with the relevant make, model, and year (according to last known purchased vehicle of that customer)
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If Website Engagement is enabled with the Service redirect: traffic will be routed to the redirect URL set up by the customer (or your Customer Success Manager) taken inside the Website Engagement Module settings.
Hot
Non-Buyers Audience: Last lead was created 6-12 months ago.
Buyers Audience: Last car purchase was 5-7 months ago.
Cadence: eligible Shoppers will receive emails every 7 days
Warm
Non-Buyers Audience: Last lead was created 13-24 months ago
Buyers Audience: Last car purchase was 8-24 months ago.
Cadence: eligible Shoppers will receive emails every 14 days
Cold
Non-Buyers Audience: Last lead was created 25-36 months ago
Buyers Audience: Last car purchase 25-36 months ago.
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.
Template Samples
This campaign type offers seasonal templates featuring Spring/ Summer and Winter/ Fall language and graphics which automatically update according to the time of year!