Overview
Fullpath's Audience Activation supports several types of campaigns, each designed to engage a different customer type across the shopper and re-engagement funnel. These campaigns deliver Sales- and Service-related offers, incentives, and reminders.
Use the table below to jump to the article for each campaign type.
Campaign Types
| Category | Campaign Type |
|---|---|
| Renewal | Lease Renewal |
| Renewal | Finance Renewal |
| Renewal | Cash Renewal |
| Sales | Non-Buyers |
| Sales | VDP Visitors |
| Sales | Price Drop |
| Sales | Vehicle Acquisition |
| Sales | Newly Listed Inventory |
| Sales | Pre-Order |
| Sales | Equity (paid add-on) |
| Service | Intro to Service (legacy) |
| Service | Intro to Service |
| Service | Active Service Customers — Gas |
| Service | Active Service Customers — Electric |
| Service | Inactive Service Customers — Gas |
| Service | Inactive Service Customers — Electric |
| Service | Inactive Never-Serviced |
| Service | Recall Sequence |
| Service | Service-to-Sale |
| Service | Service Retention |
| Service | Service Activation (Buyers and Non-Buyers) |
| Off-Site VDP | Post-Service Vehicle Upgrade Intent — Off-Site VDP Viewers |
| Off-Site VDP | Cold Lead Reactivation — Off-Site VDP Viewers |
| Off-Site VDP | Service Appointment Vehicle Upgrade — Off-Site VDP Viewers |
| Off-Site VDP | Off-Site VDP Visitors (Hot) |
| General | General |
How It Works
Campaign Sub-types: Hot, Warm, and Cold
Some campaigns are labeled Hot, Warm, or Cold. These labels serve two purposes:
-
Priority: If a shopper is eligible for multiple campaign audiences, Hot campaigns take priority over Cold campaigns.
-
Send frequency: Hot campaigns send more often. For example, a shopper whose lease ends in 3 months (Hot) may receive emails more often than a shopper whose lease ends in two years (Cold).
Delivery Frequency
Click any campaign row to open its Individual Campaign Page. Along with the campaign's performance stats, this page shows the exact email cadence for that campaign.
Vehicles in Emails
Audience Activation considers several factors when deciding which vehicles and offers to include in a shopper's emails. The Vehicle of Interest is typically determined by shopper intent: actions that show what the shopper is, or is not, interested in and shopping for.
Intent signals can come from the dealership's CRM, DMS, or marketing activity, including ads clicked, emails opened, pages viewed on site, and forms submitted. The decision engine also considers similar offers and models to gauge interest, or to provide alternatives when an exact match isn't available.
Rules of thumb:
- Last purchased vehicle known: Audience Activation never sends a vehicle from an older model year.
- Last viewed vehicle known: Audience Activation may offer vehicles starting at 3 years from the model year viewed. For example, if the last viewed vehicle is a 2020 model, Audience Activation may offer a vehicle from 2017 to 2019.
- Last lead-submitted vehicle known: Audience Activation may offer vehicles starting at 3 years from the model year converted on. For example, if the last lead submitted is on a 2020 vehicle, Audience Activation may offer a vehicle from 2017 to 2099.
- Last serviced vehicle year known: Audience Activation never sends an offer on a vehicle older than the known vehicle of record.