Overview
Dealerships have faced challenges managing SMS eligibility using their CRM data, which often did not accurately reflect the actual opt-in status of shoppers. Individually updating each shopper’s eligibility in the CRM is time-consuming.
To address this, users can now leverage a new functionality in the CDP Audience Builder to bulk opt-in shoppers to SMS. This tool provides dealerships with an efficient, centralized way to manage SMS opt-in status.
Scope
This article details the new feature allowing dealership users to bulk opt-in shoppers to receive SMS messages directly through the Customer Data Platform (CDP). It explains eligibility, how to enable and disable SMS opt-in, and key considerations.
Technical Eligibility and Behavior
Opt-In Status Sync:
If a shopper is already marked opted-in for SMS in the CRM or previously enabled via the CDP, they are considered eligible.
Override Do Not Contact:
If a shopper is marked as Do Not Contact in the CRM but enabled via the CDP, they become eligible for SMS.
Unsubscribe Handling:
If a shopper who was enabled for SMS unsubscribes by replying "STOP", they are blocked from further SMS delivery on the Audience Activation side.
Opt-Out Not Supported by This Tool:
This feature can only enable SMS opt-in; it cannot opt shoppers out. Opt-out management must be handled through the CRM, user-generated unsubscribe actions or via the Shopper Page, as explained in the FAQs below
Roles and Permissions
- Users must have appropriate permissions to access the CDP
- The action requires user confirmation and triggers notification emails to the respective Customer Success Manager (CSM).
Navigation
- Enter the Fullpath Dashboard
- Navigate to Audiences (top row navigation)
- Scroll down to Audience Builder
Enable SMS Opt-In
- Use standard CDP filters to define the audience of shoppers to be enabled for SMS.
- After creating the audience, click the menu icon in the top-right corner.
- Select “Enable SMS for Shoppers” from the dropdown.
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A user confirmation pop-up appears. Review the details and click “I approve” to confirm.
Upon confirmation:
- The selected shoppers are marked as SMS eligible.
- An email is automatically sent to the CSM containing:
- Details about the user who performed the action.
- A CSV file listing the shoppers affected.
How to undo SMS Opt-in via the CDP
- Create an audience of shoppers for which you want to revoke SMS eligibility (this is only relevant for shoppers that were manually opted in using this tool).
- Click the menu icon in the top-right corner of Audience Builder.
- Select “Disable SMS for Shoppers”.
- Confirm the action via the pop-up.
- An email summary is sent to the CSM with relevant information.
- Sent from contact@fullpath.com
- Subject line: SMS Opt-in Update: enable/disable For Client {clientName}
Important Considerations
- As always, the dealer retains full responsibility and liability for all matters relating to shopper consent and legal compliance of the messages sent to shoppers (for example, you must take the necessary measures to ensure full compliance with all applicable laws relating to privacy and automated marketing message, and other similar laws, such as the TCPA and CCPA).
- Enabling SMS for a Shopper via the CDP overrides any corresponding CRM Do Not Contact flags, so please exercise caution and ensure compliance with legal requirements.
- Shopper unsubscribe requests via SMS (e.g., replying "STOP") are honored automatically in the Audience Activation tool, preventing further messaging.
- This functionality streamlines bulk opt-in management but does not replace CRM data maintenance and/or any consent management requirements, including but not limited to collecting and keeping record of shopper consent.
- Disclaimer: The information provided in this article is for general informational purposes only and does not constitute legal advice. It is not a substitute for professional legal counsel. You should consult with your own legal advisors regarding any specific legal questions or concerns.
Troubleshooting
Q: What happens if a shopper has conflicting data between CRM and CDP?
A: CDP opt-in overrides CRM Do Not Contact status. If conflicting, the CDP’s opt-in status is authoritative for SMS sending.
Q: I didn’t receive the confirmation email after enabling SMS – what should I check?
A: Verify your email notification settings and check spam/junk folders. Contact your CSM if issues persist.
Q: How do I undo SMS Opt-in via the CDP
A: Create an audience of shoppers for which you want to revoke SMS eligibility (this is only relevant for shoppers that were manually opted in using this tool).
FAQs
Q: A customer opts in to SMS, Fullpath has this information and uses it to send the customer SMS; at some later date the customer opts-out of receiving SMS outside of the Fullpath system - how does this new status (opt-out of receiving SMS) get updated in the Fullpath CDP?
A: This is dependent on which CRM the Dealership is using to store the SMS opt-in/opt-out status. For most CRMs, we get Shopper information based on when a lead is last updated. Read more here to understand the SMS opt-in/opt-out status for the different SMS supported CRMs
Q: Can I opt shoppers out of SMS using this tool?
A: No, this tool only supports enabling opt-in. Opt-outs must be handled through CRM or via SMS unsubscribe commands. However, the Shopper Page includes a link to Communication Preferences pulled from your Dealership CRM and combined with the CDP data available. Read more about individual Shopper communication preferences here.