How Fullpath’s Custom Campaigns are Offering Dealers More Flexibility in the Age of AI 

AI-powered marketing has transformed how dealerships engage their customer base. By harnessing first-party data together with AI to create hyper-targeted campaigns, dealers are now able to connect in more meaningful ways than ever before. While AI and algorithms are critical players in the modern dealership’s marketing strategy, urgent messages or timely offers may require a departure from automated strategies. 

Right time, right audience.

Fullpath’s Audience Activation, a powerful data activation solution, leverages AI together with dealership data via Fullpath’s CDP to automatically generate highly targeted email and text messaging campaigns. This enables dealers to deliver smart personalized marketing at scale, without lifting a finger. The Custom Campaigns feature offers dealerships the ability to create custom crafted email and SMS campaigns that work alongside the AI algorithm, so they can share select messaging with specific audiences. 

Whether a one-off blast or an ongoing campaign, Custom Campaigns empower dealers to deliver the messaging they need to any audience at any time. These highly-targeted, specific campaigns result in high open rates, increased leads, sales, and ROs, improved brand awareness, and can help dealers drive revenues over time. 

To their credit… 

A Hyundai dealership in Illinois was planning a 3-day credit pre-qualification event. This is a highly meaningful event for customers who have previously had issues purchasing a car due to poor credit. To ensure every relevant customer and prospect was informed of the event, the dealership leveraged Fullpath’s CDP to build a highly-specific audience that included subprime leads that had come in within the last 90 days who had not made an appointment or a purchase. 

The dealership then activated that audience using the Audience Activation Custom Campaign feature. They wrote a one-off email that included information about the event, highlighting the ability for prospective customers with poor credit to pre-qualify for lending, despite a previous denial. 

Sent to 12,837 customers and prospects, the email achieved a 25% open rate and directly resulted in over 100 leads in the first 30 days after sending. The dealership successfully closed  12 attributed sales and 9 service ROs, showing the true power of data-driven, timely, relevant messaging. 

Service with a smile.

A Cadillac Buick GMC dealership in Michigan was looking to increase their monthly ROs by driving new traffic to their service lane. Leveraging Fullpath’s CDP, they created a custom audience including all customers who have not serviced their vehicle in the last 6 months. 

Using Fullpath’s Audience Activation Custom Campaigns, the dealership created an engaging email that promoted their one-hour oil change service, their comfortable waiting area that offers refreshments and shopping opportunities, and highlighted their most recent promotion which would enable customers to save money through repeat business.

With the subject line, “<Name>, Time for a Quick Service? 🚗,” the email was sent to over 30,000 customers and prospects. Within the first 90 days of sending, the email achieved a 47% open rate, and brought in 201 attributed service ROs for the dealership. By specifically engaging a highly targeted audience with relevant, valuable content using a Custom Campaign, the dealership was able to increase traffic to their service lane and drive revenues.

Purrfect messaging.

A Subaru dealership in Chicago was hosting a pet adoption event and wanted to spread the word to customers and prospects. Leveraging their CDP, they built a custom audience that included every customer and shopper who had not made a purchase in the last year. 

The dealership drafted an email that was short and sweet, matching the atmosphere intended for the event. The content included the specifics of the event, including date and time, encouraging people to join “a fun-filled day supporting pet adoptions and local animal organizations.” 

Sent out to over 23,700 dealership shoppers, the email achieved a 53.7% open rate. Despite the email including no promotions or sales messaging, it directly resulted in 240 attributed leads, 40 sales and 136 service ROs, all within 90 days of sending. By helping their community and engaging their local pet-lovers, the dealership successfully increased brand awareness by sharing their values, which ultimately drove more sales. 

Nothing if not flexible.

The flexibility offered to dealers by Fullpath’s Custom Campaigns is essential in today’s dynamic automotive market. While Audience Activation’s AI effectively leverages first-party data for continuous engagement with shoppers through targeted, automated, personalized content, Custom Campaigns provide the agility to address urgent inventory changes, promote timely sales or events, and align with OEM initiatives – all driven by data. 

By easily integrating with AI-automated email campaigns, Custom Campaigns create a bridge between AI and human-driven marketing strategies. This blended approach ensures that every message – whether automatically triggered or manually crafted – stays relevant and timely.