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Run Targeted, Highly Effective Campaigns

Personalized, Specific Marketing Made Easy

The Campaign Manager allows you to easily zone in a highly targeted, specific segment of your customers, as well as run more broad campaigns in a few clicks. Use the 8 segments to get a snapshot of where your customer base is- for example: Do you have a problem getting first time customers to come back? The Campaign Manager will not only help you find out who isn’t coming back, it will also equip you to take immediate action to solve this problem and more!

 

Solution

What types of customers do you want to communicate with today?

First things first, let’s start at Step 1 and choose the filters we want to use for the campaign. When you first open the Campaign Manager, you will notice under Step 1 (1) A gear button that says Edit Customer/Vehicle Filter and (2) Selected Filters. You will select your filters by clicking the Edit Customer/Vehicle Filter Gear, then under Selected Filters, your choices will display here.

Start by clicking Edit Customer/Vehicle Filters. Once, you are finished, your filter selections will be displayed.

filter display

 

Let’s explore the filters available to you.

Retention Campaign Manager Blog Post

All Vehicles & Date Selection

  1. All Vehicles: By selecting All Vehicles, you are including every customer that has visited your shop in the selected date range.

The reason why you may want to use the “All Vehicles” filter is that otherwise, the campaign you run will only include customers that fall into one of the 8 customer segments (1st visit follow up, Due for 2nd visit etc). This excludes customers that do not fall in these segments, for example: a customer that is not yet due for service and has already been followed up with after their last visit.

2. Date Range: The date range filter goes by the last visit date of the vehicle. If you select the last month for example, all vehicles with a visit in the last month will be part of your campaign.

Appointment Information

This section of filters is about the customer’s next and last appointment.

3. Select Service Advisor: Allows you to target customers that were helped by a specific service advisor at their last visit.

4. Will Receive Next Service Reminder: The complete list of customers who are scheduled to receive the Next Service Reminder

5. Received Last Service Reminder: This will show all customers who received their Last Service Reminder. It is recommended you use this list to followup customers after their service reminder is sent. Remember, service reminders are sent the 1st and 3rd Monday of the month.

6. Include Scheduled Appointment: By default, the campaign will NOT include scheduled appointments, since most campaigns have the goal of getting customers to schedule an appointment. If you check this filter, the campaign will include vehicles with a scheduled appointment as well.

7. # of Days after Follow Up Visit: This filter applies specifically to the 3 Follow Up Segments (1st Visit Follow up, 2nd Visit Follow up, and 3rd Visit Follow Up). If your shop follows up 5 days after the visit, change the # of days from 3 to 5. The default setting is 3 days after the visit for follow up.

Target Best or Lost Customers

Target Best or Lost Customers

8 and 9. Best and Lost Customers Definition: Define what a Best and Lost customer means to your shop. This will apply to all Segments

10. Include Best and Lost Customers: This is by default selected. You will want to leave this as is unless you are specifically running  campaigns to go after your best or lost customers.

11 and 12. ONLY Include Best or Lost: If you are in fact seeking to run a campaign to only your lost customers, then choose the “ONLY include Lost customers” option.

13. Only include overdue vehicles with 1 visit to the shop (first time visits that did not return): This allows you to see the customers that never came back after their first visit.

Vehicle/Customer Information

VehicleCustomer Info

Campaign Summary

Campaign Summary

22. The Campaign Summary adjusts as you change your filter selection. If you increase the date range, the campaign size will increase. If you add a filter for Acuras, the campaign size will decrease since this is more specific than all Makes.

23. Once you are happy with your filters: click Apply Filters to update the Segments. It’s time now to move to Step 2 and select which Segments will be included.

What the heck is a segment?

Now that filters have been selected, its time to move to Step 2 where we select the Segments to include. Your customers have been divided into groups based on where they are in the customer life cycle, called Segment. You can choose to include or exclude Segments from your campaign. Before we decide which ones to choose, let’s first learn what it is.

Anatomy of a Segment

segment anatomy

  1. When the segment is included, it shows a Green check mark. When its excluded, there wil show a Red X.
  2. The gear button will show you all customers that are in the Segment. You can choose to exclude them from your campaign here. By excluding a vehicle, you can then click Apply to all Segments to remove the customers from any other Segment they might have vehicles in.

segment gear

3. Running total of all Best and Lost customers. Use these numbers to decide whether or not you would like to include the Segment.

4. ARO of all vehicles in the Segment, use this to decide whether or not to include the Segment.

 

Segment Definitions

There are 8 Segments in total, ranging from 1st Visit Follow Up to Severely Overdue for Service. To learn the definition for each segment, just hover over. For example, for Due for 3rd Visit we can see the definition is “Vehicles due for the third visit”

hover over

Which Segments should be targeted in your campaign today?

You will want to choose Segments based on logic for the type of campaign you are running and the information each segment provides. For example, if you’re running a campaign to thank your most loyal customers, you probably don’t want to include 1st visit follow up, since these are brand new customers. Let’s run through a few use cases to demonstrate:

Use Case 1: We Miss You Campaign

When targeting your customers that haven’t been in for a while, you will likely want to just choose customers that are in Overdue for Service and Severely Overdue for Service. You will want to look at the the number of Best, Lost, and Total Customers in the Segment when deciding whether to include it or not.

Notice that the icons above these two Segments are checked in Green, rather than the Red X above the other segments which are excluded. We can see that there are lots of customers in the Overdue for Service Segment (19 lost and 674 total), and are Overdue for Service. While there are customers in the other Segments, for example 55 in the Due for Returning Visit, we do not want to include these since we are only going after going over overdue customers.

lost customers

 

Use Case 2: Follow Up After Visit

If you are looking to reach out to your customers to thank them for their visit, you will want to use follow up Segments.

To specifically follow up only with customers that recently came in for their 1st visit, you should ONLY select the 1st Visit Follow Up Segment. It’s interesting to note the ARO of this Segment because it shows how well you do selling work to brand new customers.

1st visit

For following up with all customers who had a recent visit, you will want to then include the other two follow up visits, 2nd Visit Follow Up and Returning Visit Follow Up

follow up

 

Use Case 3: Customers due soon for a service

A popular type of campaign is to run a special to customers who are soon due for service as an extra nudge to get them to come in. For this, you will likely want to include all Due for Visit Segments, and possibly one or both of your Overdue Segments. You would not want to include the Follow Up Segments since these customers just came in.

promotion

 

Campaign Summary

As you select and deselect Segments, the Campaign Summary will update to let you know how this decision impacts your campaign audience.

Total number of vehicles based on your selected filters: This means the total number of vehicles in your campaign if all Segments were selected. This number is entirely dependent on what you selected as your filters in Step 1.

Total number of vehicles in X of 8 Segments: This number shows how many vehicles are in your campaign based on the number of Segments you select. If all 8 are selected, this number will be equal to above number. In the example below, only 5 Segments are selected, so the numbers are not equal.

campaign summary

 

 

Which type of campaign should you run?

Now that your audience has been selected, choose between Email, Postcard, and Call Campaigns. In the first version of the campaign manager, you can run only Email Campaigns for now.

Each campaign box will show you how many customers are eligible to receive this type of campaign. Please note: it is expected that the number of customers in the Campaign Summary is usually going to be higher than the number each campaign type shows. This is because the Campaign Summary shows vehicles, and the campaign types show customers. Some customers have more than 1 vehicle. In addition, some customers are missing contact info so they are not eligible for certain types of campaigns. If the customer does not have an email saved, you cannot send them an email.

campaign totals

 

Excluding customers based on previous communication

By clicking the gear located at the upper right of each campaign box, you can choose to exclude customers who were recently contacted. recent contact

 

To run an email campaign, just click on the Email Campaign button and you will be taken to the email builder to create and launch your campaign.

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Locate a Specific Customer

If you are interested in finding what segment a specific customer is in, or why they are not in the segment you thought they might be, use the Search. Type in the customer name and hit the Magnifying Glass.

The results will tell you what segment the customer is in, last visit date, due date, if they are schedule to get an upcoming campaign, whether or  not their email marketing is enabled, number of visits in total, total $ spent at all visits, ARO of all visits and the number of outstanding recommendations. You can also click the Edit button to update the customer’s info in the Service Center.

search

How can you see list of customers in the Campaign?

On any Segment you have selected, just click the gear button in the upper right to see a list of who is being included. You can choose to exclude the vehicle, or all vehicles for the customer in this Segment or in all. To make this exclusion apply to all Segments, just click Apply to All Segments at the bottom of the pop up.

segment gear

Want to target this type of customer again? Just save the audience for next time!

You can select your previously saved audiences in Step 1 instead of selecting all new filters and segments.

select audience template

 

To save a new audience, just enter a name for your audience and hit Save.

name audience

 

As time goes on, your campaign audience will update with the correct motorists  based on today’s information. For example, let’s say you saved an audience of Lost Customers that had been to the shop in the last 2 years. Then you came back and selected this audience in 6 months. The audience you would get would be the UPDATED list of Lost Customers in the last 2 years from this future date.

Current Process

Without the powerful filtering options you have in the Campaign Manager, you are left to run generic campaigns that are less personalized and therefore less engaging to your audience.

Best Practice

We recommend using the Campaign Manager to run highly targeted and specific campaigns, such as

  • Lost Customer “We Miss you” campaigns
  • New customer outreach to make sure new customers return through extra attention
  • Thanking your best customers around the holidays with a Thank You campaign
  • Following Up after the visit to thank customers as well as learn if there are any outstanding concerns
  • Once a month promotions to a specific subset of your customer base, for example running a timing belt special for customers with an odometer range between 85k and 95k miles

 

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