Audience Activation supports several campaign types, each with different goals and audiences. The General Update campaign is a broad campaign that aims to engage contacts in your CRM that do not fall into any other category of campaign.
There will always be a certain number of contacts in your CRM that will not fall into a natural audience. In order to make the most of your potential shoppers, the General campaign will engage these contacts on a monthly basis in order to find what piques their interest and measure their intent signals, eventually leading them to become part of the audience of any other campaign(s).
What sort of emails are sent in this campaign?
Audience Activation engagements always aim to be as personalized as possible. If we know a Shopper's vehicle type (used/new) or purchase type (lease/finance/cash), they will receive emails with multiple matching vehicles and/or offers. If we do not know either of these parameters, we will send an email with multiple popular on-site vehicles.
Here is one example of the type of email that this campaign will send: