Because 20/20 emails are dynamic like ecommerce emails, each message features the specific vehicles your shoppers are interested in. So it’s likely you have as many email versions as you have individual shoppers—actually more—because the emails change over time based on customer engagement and actual shopping behavior.
Reviewing that kind of volume is neither scalable nor necessary as long as you understand the basic campaign types being sent. And good news: There are only three campaign types for you to review and understand. At a high-level, those campaign types are:
- Suggested Vehicles: All shoppers qualified to get 20/20 emails will be in the Suggested Vehicle campaign at some point. This is the workhorse campaign that keeps your dealership and your inventory top of mind. The suggested vehicles campaign take the personal preferences shoppers have exhibited (let’s say four-door trucks under $34,000) and shows inventory that matches that search. Vehicles featured could be the one that your shopper looks at most, as well as similar vehicles recently added to your lot or popular vehicles that align with preferences that are getting a lot of engagement.
- Price Drops: You spend a lot of brain power determining the pricing of your vehicles for a reason—dropping prices tends to get sales attention. The Price Drop campaign helps you broadcast those updates to a larger audience, alerting people who have previously viewed that vehicle. We only send emails when the price drops $250 or more.
- Not Available: Mick Jagger once told us that you can’t always get what you want, that's where the Not Available campaign comes in—to help people get what they need. When a prospect has been shopping a specific piece of inventory and you remove a piece of inventory from your website, they receive a notification with other vehicles that are similar.
Tip: Remember, you can always turn off certain campaign types that don't make sense for your business. Just submit a request to our Support team.