FAQ: Fullpath Audience Activation

Overview

Audience Activation was built for forward thinking dealers who understand the importance of speed, scale, and specificity in their marketing activities. 

FAQs

How well does Audience Activation work over time?

Audience Activation continues to perform and provide huge value for dealerships weeks, months, even years after activating for a few reasons:

1. New opportunities are always being added to your CRM. Since Fullpath syncs with your CRM and pulls in new data daily, you will always have new leads to feed into the your audiences.
2. Older opportunities and dead leads in your CRM don't suddenly begin receiving aggressive emails and communications from your Dealership - the older opportunities, dead leads, and those who never purchased from your dealership will enter audiences dynamically based on their behavior and actions -- their intent. 

Unlike some other lead-nurture or automated email products which Dealers may have used or are familiar with, the entire Fullpath platform is built around data connectivity which allows us to put a dealer's customers at the center of all communication.

This data connectivity allows us to pull in activity from your website (what has the customer been looking at, how often, from what traffic sources etc.), Google ads, Social Ads (what ads have they seen, clicked on, and on which platforms), and of course email activity (which emails were sent, opened, clicked on etc.). We are able to gauge not only which emails and via which channels are most appropriate for each customer, but more importantly how often and exactly when a customer or opportunity should receive communication. We use intent signals across all available channels to determine who gets which emails and when.

Audience Activation is not setting up a static flow that every opportunity or customer goes through; there's no concern about "running out of emails" or missing certain engagements in a series. Engagement is not linear or fixed, but rather a system of dynamic emails and constantly-updated audiences, combining and sending according to a myriad of data points and orchestrated with sophisticated precision, powered by artificial intelligence. 

What is the typical shopper to lead ratio? 

On average, about 10% of active shoppers become leads. However, we have a rolling benchmark which allows us to calculate the average of all clients for the past 30 days (ask your CSM about this).

What is the average rate of re-engaged customers through Audience Activation?

This answer varies depending on the quality of the customers within the dealership's CRM. Fullpath will engage with close to 100% of the customers that we are "allowed" to engage with. To be able to engage with a customer, they must have a valid email address in the CRM, cannot be marked as DNC, and cannot be a bounce risk.

What is considered a high DNC percentage on average across our customer base? What is a typical DNC percentage post-CRM scrape?

As you can see in the screenshot below, this answer depends on the CRM. Some CRMs have a high percentage of DNC (i.e. Eleads) while for others, we are able to email a high percentage of customers. Dealersocket, for example, is a CRM with a larger spread.

How does Fullpath help the dealer maintain a healthy email reputation with Shoppers?

Fullpath has a Sunset Policy to help ensure a dealer's customer base is not overwhelmed with correspondence from the dealership. To learn more about this policy, check out this article.

My customer wants to use a custom email template, can they?

Yes, Audience Activation supports custom templates. This can be accomplished a couple of ways: Duplicate an existing template and modify the duplicate* to include the desired messaging. Or, create your own text based custom emails as well - you can learn more about adding custom templates here.

*It's important to note that only duplicated system templates can be customized. Original, system templates cannot be modified.