Pulling Custom Lists from The Dealership CRM
When a Dealership activates Audience Activation, the CDP will pull every customer inside the Dealership CRM going back 10 years (for most supported CRMs). This initial pull is large, detailed, and includes active, inactive, old, and fresh data. Once we have this base of customers, each day going forward, we will pull all of the customers from a CRM which had a field that was updated in the last 30 days.
These daily pulls (with updates from the past 30 days) allow Fullpath to collect updated details about the customers, especially those who recently converted or are in conversation with your dealership, in addition to all the aged data from the initial pull. In this way, each day, the CDP gets the freshest data along with any other updates made inside the dealership CRM.
Once CRM customers are pulled in, the data goes through a process of cleaning and filtering to remove invalid data (phone numbers that aren't real, emails that don't have an @, VOI that read "I love your mom" etc.)
Data Cleaning of Do not email:
- If we don’t get any value or empty value we save it as NULL
- When we have one sale and one lead for the same lead ID, we first look into the sale and only if the value is null do we look into the lead
Email Address Storage Protocol:
- We save only valid email addresses
Special additional condition for gmail addresses: the email address is valid only if the length of the email address is between 6 and 30 characters
Customers Flags and Tags inside the Dealership CRM
SMS
Dealership must have a record of customer opt in in order for CDP to send SMS. There are multiple ways the customer can opt in to sms but all must be stored in the CRM. The customer could opt in through a lead form, through a proactive ‘opt in sms’ or through physical form at the dealership. Once recorded in CRM as opt in, CDP will send sms with clear opt out option. If the customer opts out of of SMS, or requests not to be contacted further, the CDP will no longer contact that customer through SMS. The CDP does not have a way of updating the CRM with opt out information.
There are scenarios where a dealer will want to choose to configure their account in a way that overrides certain settings inside their own CRM. For example, a Dealership starts using a new CRM and does not change some of the defaults which then get pulled in and decreases the % of contacts that can effectively be engaged. The same may be true of a Dealership's bulk imports from one service or vendor to another; often times defaults are set up on those imports which do not allow Fullpath to optimize performance. This is why, with written permission to your Customer Success Manager, we have given Dealerships the option to override, one time, their CRM's Do Not Email settings.
Read more about the one-time, single-use override of the DNE Flag feature.
Unsubscribing from Audience Activation Emails (Customer)
Audience Activation emails follow industry best practices for email marketing and therefore include in the footer of every single email, an unsubscribe link, which allows recipients to unsubscribe from all Fullpath emails, effective immediately.
Unsubscribing from Audience Activation campaigns means the email address will no longer receive any emails from Fullpath, effective immediately. This DOES NOT send data or a DNE flag back into the Dealership CRM. This only removes the email address from the Audience Activation system.
Unsubscribing from Audience Activation Emails (Dealer/CSM inside Dashboard)
The Shopper Page includes a link to Communication Preferences pulled from your Dealership CRM and combined with the CDP data available.
In the Shopper Person Details section, you may click Communication Preferences to open a box with all known contact details. Here you may select which are relevant, which should be unsubscribed, etc. Unsubscribing from Audience Activation campaigns means the email address will no longer receive any emails from the Audience Activation system, effective immediately. This DOES NOT send data or a DNE flag back into the Dealership CRM. This only removes the email address from the Audience Activation system.
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You may download a list of Shoppers who have unsubscribed from emails sent by Fullpath by clicking the Export Unsubscribed button inside the Shopper Lookup page.
See video instructions here:
Unsubscribe Shoppers from SMS
For Shoppers who wish to stop receiving SMS from Audience Activation, they can simply reply to any Fullpath SMS 'STOP' or 'DO NOT CONTACT ME'. This will unsubscribe a Shopper from Audience Activation SMS only.
Profiles with access to the Fullpath Dashboard and the Audience Activation Product may also manually unsubscribe a Shopper from in the SMS replies page https://dashboard.fullpath.com/nurture/sms-replies by clicking on the 3 dots in the upper right hand corner and selecting 'unsubscribe'.