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Lists, Automated Emails and Keywords Set-up

Lists, Automated Emails and Keywords Set-up

Owned by Gabriel Nah
Last updated: Mar 20, 2025
13 min read

To create the dealer’s automated emails, we have to now work within the Dealer Control Panel (https://localwebdominator.com/Login.aspx). Before setting up the email content, please verify the respective package level for the dealer. This will determine the emails that will be activated for that dealer’s service.

Uploading Dealer Lists

The success of any email marketing service relies on a healthy, sizable customer list. There are currently three ways for us to import customer information into a dealer’s account:

  1. Website Leads pulled from the dealer’s website admin panel

Downloading Website Leads for DS V6/V7 Websites

  • Must be connected to the VPN

  • Go back to the dealer's website home page and type "/admin"

  • Once we get to the back end of the dealer's website:

    • Go to Leads > View Leads > Export CSV (Ensure that you’re pulling all of the dealer’s historical leads)

  • Once downloaded, open the CSV file and ensure the only columns are first name, last name & email address.

  • Upload the list to Dealer CP - this must be saved as an Excel CSV File

  1. Dealer-Provided Customer List

  2. DMS Integrations

All email lists that will be uploaded into the dealer’s account MUST ONLY contain customer information that was legally obtained from the customers that have conducted business with this specific dealer.

DMS integrations do not provide you with a list file for upload. The customer data will be automatically loaded into the Everyone list.

How to Upload Customer Lists

  1. Log In to the Dealer Control Panel: Firestorm Marketing | Multi-Channel and Digital Marketing

  2. Access the correct Dealer’s account

  3. Navigate to the Automated Email Marketing dashboard

  4. Click Lists

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  1. Click Add New List

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  1. Follow the steps and upload the list file.

Only customer lists in CSV file formats will be accepted. CSV files must at minimum, have three columns: First Name, Last Name, and Email Address (required)

NEVER UPLOAD A LIST OF PREVIOUSLY OPTED-OUT CUSTOMERS / UNSUBSCRIBED CUSTOMERS

  1. Verify that the data is correct and the fields are mapped correctly.

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There is no need to scrub the list manually. The system will automatically remove duplicates and invalid entries and will also run all emails through NeverBounce to validate if we can send emails to that customer.

  1. Enter a New Group and label it with identifiers and a date (e.g. Website Leads - 05MAR2025)

    1. If the dealer has requested the list to be separated/segmented, please label accordingly.

    2. If A/B testing will be conducted, please split the lists and clearly label

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  1. Once the new group has been created, select that group and click Continue

  2. If successful, you’ll see an upload summary screen

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The list upload and scrubbing process takes a while to complete. After a few hours, you can check back to see the total number of valid email addresses that were uploaded.

Email Content Set-up

Getting Started

Log In to the Dealer Control Panel: Firestorm Marketing | Multi-Channel and Digital Marketing

This is where you will set up and manage all of the automated emails for a dealer’s service. Additionally, you will create customer newsletters from within this panel.

  1. Access the right dealer’s profile from the dropdown.

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  1. Click on Firestorm Email from the Home dropdown menu or the Email & Marketing Automation button.

Featured Inventory & Email Retargeting

Featured Inventory Email Set-up (All Package Levels)

  1. Select Featured Inventory Email Set Up

  1. Click Add New Featured Inventory Email

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If the dealer is using co-op for their AEM service, please ignore the steps ahead of this. See AEM Co-Op Configuration for relevant procedures

  1. Populate fields with dealership-specific details.

    1. Select a Day to Send and Time

    2. Ensure the Time Zone is correct

    3. Adjust Frequency to dealer preference (default is weekly

      1. This determines how often the email will go out

    4. Max Vehicles to Include should be 1/3 of the dealer inventory (e.g. if they have 15 units, change ‘max’ to 5)

      1. Maximum of 15

      2. Minimum of 5

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  1. Configure the dealer’s Featured Inventory Criteria

    1. Click Featured Inventory Criteria

    2. Confirm:

      1. You’re receiving inventory feed

      2. The number of units to feature is correct 

      3. Maximum Year/Make/Model for Duplicates is updated

      4. Any additional criteria requested by the dealer is configured

        1. Criteria filters can be added based on the following attributes:

          1. Type (New/Pre-Owned)

          2. Year

          3. Make (Brand)

          4. Model

          5. Age

          6. Price

          7. Stock Number

          8. Vehicle Type

            1. This will require you to know the ProductTypeId number

        2. CO-OP: If the dealer wants co-op, be sure to set the criteria for that brand specifically and verify that only units for that brand are showing as featured.

      5. Sort Order is set to RANDOM

    3. If any changes were made, click UPDATE (not SAVE or RESET)

    4. Click Return to Setup 

The featured inventory email can be linked to Dealer Spike V6/V7 featured inventory feeds. To get this done, the following criteria filter needs to be added:

  • Attribute - Featured

  • Comparer - Equals

  • Value - true

If a dealer requests the Featured Inventory connection, please fulfill their request but provide them with the following update:

Hello,

I have updated the criteria for the Featured Inventory Email to include a random selection of [Number of Featured Inventory] units from your website's Featured Inventory. This adjustment provides you with greater control over the units featured in these emails.

Please note the following details:

  • The email will feature a random selection of up to [Number of Featured Inventory] units from your Featured Inventory. If your selection exceeds [Number of Featured Inventory], the email will randomly choose from those units. If fewer than [Number of Featured Inventory] units are featured, the email will include only the available units.

  • If no units are featured, the email will not be sent.

  • Updates to your Featured Inventory selection must be completed by the end of day on [Day Before FIE Send Day], as our inventory feed updates nightly at midnight, and the emails go out on [FIE Send Day]. Any changes made after this time will reflect the following day.

  • If you would like to disable this functionality at any time, please feel free to get in touch with us directly.

We understand how important this process is and appreciate your patience. If you have any questions or concerns, please don’t hesitate to let us know.

Inventory Retargeting or Email Retargeting (All Package Levels)

  1. From the Firestorm Email Dashboard, click Email Retargeting Setup

  2. All information is prepopulated. Verify

    1. Remarketing Email Delay (minutes) is set to 180 (this can be adjusted per dealer request)

    2. Remarketing Expirey (days) is set to 7

    3. Max Vehicles to Include is set to 5

    4. From Name and From email are correct

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For improved open rates, be creative with the Subject and Preview Text

Re-engagement Sequence (All Package Levels)

This sequence works to pull Inactive customers back into the Active list. This email type should remain simple to guarantee delivery.

  1. From the Automated Emails screen, click Re-engagement Strategy.

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  1. Click on the HTML tab to replace the existing HTML code with the following:

<table width="100%" cellspacing="0" cellpadding="0" border="0" style="background-color: #f4f4f4;"> <tbody> <tr> <td align="center"> <table width="600" cellspacing="0" cellpadding="0" border="0" style="background-color: #ffffff; margin: 0px auto; border-radius: 8px; box-shadow: 0 4px 8px rgba(0, 0, 0, 0.1);"> <tbody> <tr> <td style="padding: 20px 30px; text-align: center; background-color: #000000; border-top-left-radius: 8px; border-top-right-radius: 8px;"> <h2 style="margin: 0; color: #ffffff; font-size: 24px;">[FirstName],</h2> <h1 style="margin: 0; color: #ffffff; font-size: 20px;">It's Been a While...</h1> </td> </tr> <tr> <td style="padding: 20px 30px; text-align: left; color: #333333;"> <p style="margin: 0; font-size: 16px; line-height: 1.5;">We hope you’ve been doing well! It’s been a while since we last connected, and we’re here to make sure you have everything you need to fuel your next adventure. <br/> <br/>As one of our valued customers, your satisfaction is our top priority. We’d love to hear about your current goals, interests, or any challenges you’re facing so we can help tailor the perfect solution for you.<br/> <br/>Discover what’s new:Explore our latest offerings and exclusive deals designed to inspire and equip you for whatever’s next on your journey. <br/> <br/> <!-- Button --> <table align="center" border="0" cellpadding="0" cellspacing="0"> <tbody> <tr> <td align="center"> <table border="0" cellpadding="0" cellspacing="0"> <tbody> <tr> <td style="border-radius: 5px;"> <a href="#" style="display: inline-block; padding: 12px 20px; font-size: 16px; color: #ffffff; text-decoration: none; border-radius: 5px; background-color: #000000; margin-right: 10px;" target="_blank">Shop Inventory</a> <a href="#" style="display: inline-block; padding: 12px 20px; font-size: 16px; color: #ffffff; text-decoration: none; border-radius: 5px; background-color: #000000; margin-left: 10px;" target="_blank">Explore Services</a> </td> </tr> </tbody> </table> </td> </tr> </tbody> </table> <br/> <br/> Not seeing exactly what you need? No problem – we’re here to help! Simply reply to this email, and one of our team members will work with you to find exactly what you’re looking for. <br/> <br/> If you'd like to stay updated with our latest news, deals, and other updates, please check out our <a href="[FacebookURL]" target="_blank">Facebook</a> page. <br/> <br/>We’re excited to help you take the next step in your adventure. Don’t hesitate to reach out – we’d love to hear from you!<br/><br/>Let’s create something amazing together!</p> </td> </tr> <tr> <td style="padding: 10px 30px; text-align: center; font-size: 15px; color: #888888;"> [DealerName]<br/> [Address]<br/> [Phone]</td> </tr> </tbody> </table> </td> </tr> </tbody> </table>
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Ensure to link the buttons on the re-engagement strategy to the respective pages on the dealer’s website. DO NOT LEAVE THEM BLANK.

If the dealer deactivates this, we must inform them that list health will be impacted.

Retargeting Sequences

The following retargeting sequences are within the Automated Email Marketing account in Dealer CP. We should copy the relevant templates.

  1. Open the Automated Email Marketing account

  2. Navigate to Automated Sequences

  3. Copy the different emails (based on their industry) over to the account under set-up by clicking on Copy next to the email you want to copy

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Once you copy the individual emails over, ensure that you update the FROM Name and FROM Email to the one provided by the dealer. Additionally, remove the “COPY -” text from the Email Name field so it doesn’t appear in reporting.

To see how the email would display within a customer’s inbox or via the online preview, click on the SEND TEST EMAIL button at the bottom of the screen.

Dealer Value Email (Gold & Platinum)

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Double-check that the content matches the dealer’s industry. Ensure ALL links are pointing to the dealership website.

Sales Retargeting Email (Gold & Platinum)

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Double-check that the content matches the dealer’s industry. Ensure ALL links are pointing to the dealership website.

Service Retargeting Email (DS/ARI ONLY - Gold & Platinum)

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Double-check that the content matches the dealer’s industry. Ensure ALL links are pointing to the dealership website.

Parts, Gear & Accessories Retargeting Email (DS/ARI ONLY - Gold & Platinum)

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Double-check that the content matches the dealer’s industry. Ensure ALL links are pointing to the dealership website.

Service & Parts Retargeting Email (IRV ONLY - Gold & Platinum)

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Double-check that the content matches the dealer’s industry. Ensure that ALL links are pointing to the dealership website.

Setting Up Keywords and Assigning Department Emails in the Business Information Section

For our retargeting sequences to start going out, we need to determine what parameters would trigger each retargeting sequence to send. URL keywords are how our tracking script determines what email goes out to which customer.

  1. Open Business Information

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  1. Open Depts

  2. Verify that the following Departments exist

    1. Sales

    2. Service*

    3. Parts and Accessories*

    4. Parts & Service**

    5. Dealer Value Email

*DS/ARI Only

***IRV Only (replaces the individual Service & Parts and Accessories departments

  1. Connect the respective Retargeting Email to the corresponding department

  2. Add URL keywords to the corresponding Department that SHOULD send a retargeting email based on that action (eg. the Service Department will want to sent out a Service Retargeting Email when a customer visits a service related page. If the dealer has a service section on their website (dealer.com/services), we want to grab a keyword from that URL that won’t overlap with another department.

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Archived - Please do not use.

Common Department Keywords

If you’ve successfully connected the right emails, your Automated Sequence screen should remove the option to delete the linked emails.

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Custom Newsletter (Platinum Accounts ONLY)

While Platinum is the only package that includes monthly custom newsletters, Gold and Silver clients can request it as an ADD-ON. This comes at an extra cost.

Since newsletters are customized to align with the dealer’s in-house efforts, we want to reach out to the dealer every month to request content for the customer’s email. This email will be sent out to the dealer’s entire mailing list and will also serve to power the various retargeting emails.

Aim to reach out to 25% of your assigned dealers at the beginning of each week. You can use the following word-track to set the dealer’s expectations around turnaround times.

 

Hello,

I hope you’re well. I’m starting this month's newsletter and plan to finish it by the end of the week. Please let me know the dealership's focus for this month and any content you’d like included, such as updates, promos, events, and featured units (with links/stock numbers).

Please note that our turnaround time for completing the newsletter is three days, but I'll aim to get it completed as soon as possible. After you approve the final draft, we’ll need 12-24 hours for QA review.

If no content is provided, I’ll draft the newsletter using your website and social media content. You’ll receive a preview and a deadline for any revisions.

Please share your preferences or let me know if you prefer using on-site/social media content. I look forward to hearing from you!

 

There are various options available if you want to create custom emails. To get started:

  1. Open the right dealer’s account

  2. Open Automated Email Marketing

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Here, you’ll get the following options:

Custom Email Type

Description

Best Use

Custom Email Type

Description

Best Use

Themed Templates

Allows you to use a drag-and-drop email builder with a selection of pre-designed templates. Offers minimal customization

For quick, themed, seasonal emails with reduced need for design and customization.

Header Only Email

Creates an email with just a hard-coded header image. Offers more customization.

For quick and short emails that feel more personalized.

Blank Email

It provides you with a blank canvas on which to design your email. It offers complete customization and requires basic HTML/CSS knowledge.

For complex, custom-designed emails.

If you will be using the Blank Email option, please ensure you follow email-approved CSS rules.

 

Setting the Service Live

When setting a dealer’s service live, please ensure that you’ve gotten approval from the dealer.

For unresponsive dealers, ensure that we’ve provided them with a clear summary of their service and provide them with a deadline for changes before setting their account live.

Please send the following wordtrack to the dealer, based on the circumstances:

Silver Dealers

Hello,

I appreciate your help during the setup process. I'm glad to inform you that your Automated Email Marketing is now activated, and your first Featured Inventory Email will go out on [Date and Time]. This email will be sent out [weekly/bi-weekly/monthly] on the same day and time.

In addition to this, the inventory retargeting emails are active and will be sent out accordingly.

If you would like to improve your AEM's service, please feel free to send any supplemental customer lists you may collect. Thank you for trusting us to meet your email marketing needs. If you have any questions, concerns, or changes, please get in touch with me anytime.

Warm Regards,

Please replace the placeholder with the relevant details.

Gold/Platinum Dealers

Hello,

 

Thank you for your assistance during the setup of your service. I'm happy to inform you that your Automated Email Marketing (AEM) service is now active. Your first Featured Inventory Email is scheduled for [Date and Time] and will be sent [weekly/bi-weekly/monthly] at the same time.

 

Below is an overview of your email campaigns:

  • Featured Inventory Email:

    • Sent regularly to your entire mailing list.

  • Inventory Retargeting:

    • Sent 3 hours after a customer’s session if they browsed your inventory. It highlights the five most recently viewed items.

  • Sales Retargeting:

    • Sent 3 days after a customer visits a sales-related page.

  • Parts Retargeting:

    • Sent 3 days after a customer visits a parts-related page.

  • Service Retargeting:

    • Sent 3 days after a customer visits a service-related page.

  • Dealer Value Email:

    • This is a catch-all remarketing email sent 3 days after a session for customers who don’t trigger any of the above emails.

Additionally, your unit alert features have been activated. Please feel free to reach out if you collect any supplemental customer lists that you'd like to add to the mailing list or if you have any questions or changes.

 

Best regards,

Verify the validity of the email before sending. Ensure it’s customized to the dealer and only what’s included in their package.

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