Pre-Sale

On-boarding

Welcome Campaign

Welcome new users to the dealership with an automated email sent to all newly-identified contacts.

This includes info about the dealership, links to important departments, and maybe an offer for new users.

Product Interest (Pre-sale)

Lead Nurturing

Drip campaigns based on the identified interests of a user. Can be vehicle type, manufacturer, price range, or any other user segment with a specific focus we want to nurture.

Unit based campaign

Feature brand new units or just units the dealership has in. New or Used focus.

Service

Encourage cross-selling to Parts. Can setup drip campaigns to focus on service info and specials for certain user segments.

Parts

• Same as service ish

Gated Content/ Exclusive offer

• Exclusive online offer form

• Discount/ exclusive test rides/ other promotions for filling out that form

Re-Engagement Campaign

• Sent to users who filled a form but haven’t interacted with the site in X amount of time

• Can be targeted to whatever they were interested in before ghosting

• Should include some sort of offer/enticement.  For example if the dealer has a test riding event, or an in house coffee shop. Something that the dealership already has/does that they can easily offer to entice people in - if relevant.

• Can be coordinated with dealers to see if any past leads didn’t convert

Top of mind campaign

• Reminds customers of brand

• Customer not ready to buy, but dealer wants to remind of offer

Targeted page/ cart abandonment email

• Page-specific

• Send targeted email if user leaves on a specific page - Great for rider courses or other event sign-ups

Post-Purchase

Repeat Purchase/Cross-selling Campaign

• Parts/Service Focused

• Hit customers who have already bought a unit/ completed a service appointment

• Service

• Seasonality-based services

• Winterization/Summerization

• Mileage Maintenance Reminders

• General Maintenance reminders

• Oil change

• Air filter

• Fluids

• Parts

• Accessories

• Replacement parts

• Timed Emails

• Reminder 1 week after purchase

• 3mo/6mo/1yr reminders

Information/Update Campaign

• New product/service offers

• Event info

• Special pricing on previously viewed items

Feedback Campaign

• Garner reviews for business on 3rd party platforms

• Gain insights into customer experience

• Event feedback/suggestions

• May not be needed if client has SEO/ Reputation Management

Referral Campaign

• Send-to-a-friend forms

• Bonus/ incentive to share

• Discounts

• Coupons

• Raffles/ Drawings

Branding/ Brand Loyalty

Limited time campaign

• Take advantage of FOMO

• Good for sales/ promotions/ events

Goal Targeted Emails

• Special events/ promotions when criteria met

• Submit inquiry on specific unit

• New product showcase

• Targeted at getting customers to come in/ sign up/ etc.

Newsletters

• Top units

• Dynamic based on user behavior

• Current promotions/ sales

Birthday Specials

A/B Testing For Campaigns

• Can be used for any campaign

• Good for campaigns with a lot of users

• Adjust emails and workflows to test what works best