Overview
Audience Activation supports several campaign types, each with different goals and audiences. The Equity campaigns enables dealers to advertise to shoppers who Fullpath have identified have an advantageous Equity position in their current vehicle. Note: this campaign will only run for Dealers who have added Equity data to their CDXP.
Campaigns
The Positive Equity Group consists of three campaigns:
- Positive Equity Hot
- Positive Equity Warm
- Positive Equity Cold
- Negative Equity
- Micro
Each group is based on audiences who have positive equity on their current, known, vehicle and meet the following conditions (Fullpath does not currently verify ownership of the vehicle on record):
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A customer who has no imminent sale associated
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A customer's last lead was submitted more than 14 days ago (won't email within the first two weeks of a submitted lead).
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A customer has no recorded purchases in the past 1 year.
Hot
Goal: Engage customers with high positive equity in their current vehicle.
Audience: This includes customers with equity exceeding 50% of their vehicle’s initial price.
Cadence: eligible Shoppers will receive emails every 15 days
Warm
Goal: Engage customers with positive equity in their current vehicle.
Audience: These customers have equity of 25% to 50% of the vehicle’s initial price.
Cadence: eligible Shoppers will receive emails every 15 days
Cold
Goal: Engage customers with positive equity in their current vehicle.
Audience: These customers have equity of 10% to 25% of the vehicle’s initial price and the customer's equity state is over $2,000.
Cadence: eligible Shoppers will receive emails every 30 days
Negative Equity
Goal: Engage customers with negative equity in their current vehicle.
Audience: These customers have equity of -10% to 0% of the vehicle’s initial price and the customer's equity state is up to $10,000 negative equity (upside down).
Cadence: eligible Shoppers will receive emails every 30 days
Micro Equity
Goal: Engage customers with very little positive equity in their current vehicle.
Audience: These customers have equity of between 0% to 10% of the vehicle’s initial price.
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. You may also add custom text templates to any campaign group to test different copy!
Email Sample
Equity Throughout Audience Activation
Just as a Shopper can exist within several different campaigns (each with their own priority and cadence) so too does our Equity engine power several different campaign types. In addition to the Positive Equity Campaign itself, there could be Positive Equity identified Shoppers in several other LIVE campaigns. This means when they receive relevant emails as part of those audiences, Equity data may be leveraged in that email copy as well.
When this is the case, you may see the Positive Equity label on several campaigns to show you that Equity data is being used in several ways throughout Audience Activation and across the entire Fullpath CDXP.
This means, when Equity is LIVE on an account, customers that we calculate to have positive equity may receive emails from various campaigns which will mention their equity status in the email itself.
These campaigns can include:
- Price Drop
- VDP View
- Finance
- Cash
- General
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If a dealership does NOT want to provide an estimated Equity amount in the email and prefers to leave the copy more vague, the templates which provide an estimated amount may be paused. Learn more about pausing templates here.
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Sample emails from standard campaigns mentioning Equity
Sample emails from dedicated Equity campaigns
Equity Callouts in Dynamic Email Sections
When Equity is LIVE on an account, customers that we calculate to have positive equity may receive emails with Equity callouts inside Dynamic Email Sections at the bottom of dedicated Equity campaigns or other standard email campaigns sent from Audience Activation.
Dynamic Email Sections Equity Callout Samples