Overview
Audience Activation supports several campaign types, each with different goals and audiences. The Service Retention campaign enables dealers to leverage their service lane customer data for targeted sales email engagement with the goal of keeping their service customers returning to 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 Retention campaign consists of three campaign groups:
- Service Retention Hot
- Service Retention Warm
- Service Retention Cold
Each group is based on audiences who meet the following conditions:
- Has a previous service RO associated
- Last contact over 14 days ago, or no contact at all
Hot
Audience: Had a service RO logged in the past 5 - 7 months.
Cadence: eligible Shoppers will receive emails every 7 days
Warm
Audience: Had a service RO logged in the past 8 - 12 months.
Cadence: eligible Shoppers will receive emails every 14 days
Cold
Audience: Had a service RO logged in the past 13 - 36 months.
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.