Audience Activation Email Cadence

Overview

How often a dealership's customer receives an email is based on the shopper's intent: If and how they engage with emails, their activity on the dealership website, their interaction with ads, and of course their status in the dealership's CRM all contribute to the calculations which determine which campaigns they should be eligible to receive and how often they may receive them. There's no one day when everyone gets an email as the System Campaigns are not designed as a blast program; Audience Activation system emails are dynamic and intent-based.

Important to note: We send emails daily Monday - Friday. We don't email on Saturdays and Sundays - do not expect engagement over the weekend. Do not expect to see email engagement first thing on Monday if you launched on a Friday.

Two Specific Scenarios to Understand

• After Purchasing a Vehicle:
  • 1. If marked as Vehicle sold in CRM (keeping in mind, may not be DMS sold), customers will enter the imminent sale category and not get Sales emails within 12 months from this time. This includes:
    • a. Acquisition
    • b. Finance
    • c. Cash
  • 2. An exception exists for those who lease a vehicle for LESS THAN 2 YEARS - these customers may receive a lease renewal email within 12 months.
  • 3. A shopper may be eligible for service related emails
  • 4. All subsequent email interaction based on intent (how did they purchase the vehicle, what VDP did they visit in the meantime, did they open email, click email)
    
  • 5. By default, we will not engage within 14 days of the "last contacted" date listed in the CRM. This is to let the BDC or Sales team begin their reach-out and engagement without inundating customers with too many communications. This configuration may be changed in 'Email Frequency' setting in Audience Activation Dashboard.
    
    
    
• After Becoming an Opportunity in the CRM:
  • 1. New leads will NOT receive engagement in the first 14 days from when they enter the CRM.
  • 2. If there is a lead with no sold vehicle associated, they are eligible to receive:
    • Sales related engagements:
      • a. Acquisition (cadence could start within first month)
      • b. Lease (if vehicle purchase details available inside CRM, could be eligible for cold campaigns 24 months before lease ends)
      • c. Finance (if vehicle purchase details available inside CRM, could be eligible for cold campaigns based on last payment)
  • 3. A customer will not be eligible for Service related until a vehicle is associated
  • 4. The content and frequency of all subsequent email interaction based on intent (what VDP did they visit in the meantime, did they open an email, click email, see an ad, click on an ad)
    
    
    
• When a customer is marked as imminent sale category - they do not receive sales emails for 12 months
  • If customer lead status is like ‘delivered’, ‘on order’, ‘pending finance’, or ‘sold’ then the customer should enter the ‘imminent sale’ category.
  • If customer lead status is like ‘active’ AND the lead sub status is like ‘sold’ then the custom should enter the ‘imminent sale’ category.

Sunset Policy

In order to protect both customer and dealer from unwanted emails and to maintain a healthy email reputation we are implementing a sunset policy:

• If a customer receives 5 emails and does not open them we look for the following:
  
  
  • was there a lead submission in the past year
  • was there any ‘sign of engagement’ (email open, click or web traffic in the past 120 days)
    
    
• If not then we stop emailing the customer for 1 year (365 days).
  
  
• If at any point there is a ‘sign of life’ which includes, open email, click on an email, web traffic, lead - we will immediately take the customer out of sunset and continue emailing them.