What Is a Campaign?
A campaign is a targeted communication workflow designed to reach a specific audience with a specific message.
Examples:
Customers due for first service
Customers with active recalls
Customers with telematics alerts
Customers nearing lease expiration
Campaigns can use:
Phone calls
Emails
Text messages
A combination of communication methods
The campaign builder is used to:
Define the audience
Configure how customers are contacted
Set enrollment and exclusion rules
How Customers Enter a Campaign
Query Parameters
Query parameters determine which customers qualify for a campaign.
Think of query parameters as filters that pull the right customers into a campaign.
Examples:
Customers who own a certain vehicle
Customers due for service
Customers with a specific model year
Customers with open recalls
Example
A first service campaign may include customers who:
Purchased a vehicle within the last 5 months
Have not yet completed their first service
Run Schedule
The run schedule determines how often Volie evaluates customers against the query parameters.
The run schedule and query parameters work together:
Query parameters decide who qualifies
Run schedule decides when Volie checks for qualifying customers
Important Behavior
If configured, Volie can also:
Re-evaluate customers already in the campaign
Remove customers who no longer match the query parameters
Example:
A customer qualifies for a telematics campaign because their vehicle has an active alert
If the alert clears later, the customer can be automatically removed from the campaign
Understanding Marketing Exclusions
Marketing exclusions prevent customers from being over-contacted.
Think of marketing exclusions as a “marketing frequency buffer.”
They are evaluated:
When a customer first attempts to enter a campaign
Before enrollment occurs
Once a customer passes marketing exclusion and enters the campaign, they are not continuously rechecked against those same exclusion rules.
Marketing Exclusion Days
This is the most commonly used marketing exclusion setting.
Marketing exclusion days determine how long a customer must wait before being enrolled in another campaign.
Example
A customer:
Qualified for a first service campaign yesterday
Qualifies for a telematics campaign today
If the telematics campaign has:
Marketing Exclusion Days = 30
Then:
The customer will NOT enter the telematics campaign until 30 days have passed since they enrolled in the first service campaign.
Important Notes
The timer is based on enrollment date, not contact date
It does NOT matter whether the customer answered the call
The customer must still meet the campaign criteria once the exclusion window expires
Recommended Best Practice
Most customers should use the default exclusion recommendations provided in catalog campaigns.
In many service workflows, marketing exclusions are intentionally kept low because:
Recalls and telematics alerts are operationally important
Customers may need immediate attention
Service communication is not always considered “marketing”
Example
A customer may:
Be due for first service
Have an active check engine alert
Need recall outreach
In these cases, it may be appropriate for the customer to qualify for multiple campaigns.
Lead-Specific Marketing Exclusion Settings
Some marketing exclusion settings primarily apply to lead-based campaigns.
Examples:
Sales leads
Telematics leads
Should Leads Be Filtered Through Query Parameters?
This setting determines whether incoming leads should still be evaluated against campaign filters.
Example
A telematics campaign may exclude customers who:
Moved outside the dealership’s service area
In this case, query parameters can still filter those leads before enrollment.
Should Leads Ignore Marketing Exclusions?
This setting allows lead-based campaigns to bypass marketing exclusion rules.
This is commonly used for:
High-priority telematics alerts
Real-time service opportunities
Example
Some OEM telematics systems generate frequent alerts.
Toyota may send a new alert every time a vehicle starts
OnStar may only send one alert per day
A campaign can use marketing exclusions to:
Prevent duplicate enrollments
Limit enrollment frequency
Allow only one enrollment per day
Understanding “Unique Events”
Volie can determine whether customers should only enroll once per qualifying event.
A unique event is not necessarily the customer themselves.
It is the specific qualifying activity.
Example
A customer purchases multiple vehicles over time.
Each vehicle purchase creates a separate:
First service opportunity
Campaign qualification event
This means the same customer can:
Enter the same campaign multiple times
For different vehicles or different qualifying events
Re-Enrolling Customers
Sometimes customers should repeatedly re-enter the same campaign.
Example
A customer:
Missed previous first service outreach
Still has not completed service
Instead of:
Creating a campaign with many contact attempts
You can:
Use a shorter campaign
Allow re-enrollment monthly
Continue outreach until service is completed
Campaign Visibility and Cross-Campaign Behavior
Should Other Campaigns Ignore This Campaign?
This setting is rarely used.
It essentially makes a campaign “invisible” to marketing exclusion logic.
Example
A dealership sends:
Happy Birthday emails
You may NOT want:
A birthday email to block a customer from entering a service campaign
In that case:
Other campaigns can ignore the birthday campaign entirely
Managing Customers Across Multiple Campaigns
There are two common strategies for handling customers who qualify for multiple campaigns.
Strategy 1: Allow Multiple Campaign Enrollments
In this approach:
Customers can exist in multiple campaigns simultaneously
Agents are expected to review campaign enrollment history
Agents should discuss all qualifying opportunities during a single interaction
Recommended Workflow
If the agent:
Makes contact
Or sets an appointment
Then Volie can automatically:
Remove the customer from other campaigns
This assumes the agent already handled all related outreach.
Benefits
Maximum visibility
No missed opportunities
Better handling of service urgency
Strategy 2: Only Allow One Campaign at a Time
In this approach:
Volie automatically removes customers from older campaigns when they qualify for a new one
This helps prevent:
Duplicate outreach
Repetitive customer experiences
Agents missing related conversations
Example
A customer:
Qualifies for telematics today
Was already in a first service campaign
Volie can:
Remove them from first service
Keep them only in telematics
Campaign Type-Based Exclusions
Some organizations separate:
Sales campaigns
Service campaigns
In these cases, you may want:
Sales campaigns to only affect other sales campaigns
Service campaigns to only affect other service campaigns
This allows a customer to:
Remain in both a sales and service campaign simultaneously
Why Agent Dispositions Matter
Campaign automation often depends on accurate dispositions.
Examples:
Made Contact
Set Appointment
Left Voicemail
Dispositions can:
Remove customers from campaigns
Trigger workflow automation
Prevent duplicate outreach
Control reporting accuracy
Best Practice
Agents should always select the correct disposition.
Incorrect or default dispositions can:
Remove customers unintentionally
Cause missed opportunities
Create inaccurate reporting
Understanding ADF Leads
ADF stands for:
Automotive Data Format
ADF is a standardized format used to transmit automotive lead information.
It is commonly used between:
Lead providers
CRMs
Automotive platforms
What Does an ADF Address Look Like?
An ADF lead address looks similar to an email address.
Volie can generate ADF addresses to receive leads directly.
When Volie Uses ADF Leads
Volie primarily uses ADF for:
Sales leads
Telematics leads
Why ADF Is Needed
Volie’s DMS integrations primarily provide:
Closed repair orders
Closed sales
Appointment data
DMS integrations typically do NOT provide:
Real-time telematics alerts
External sales leads
ADF allows Volie to receive this data in real time.
Telematics Leads
Telematics leads are generated by connected vehicle systems.
Examples:
Subaru
Toyota telematics systems
OEM vehicle health systems
These systems can generate alerts for:
Check engine lights
Maintenance needs
Vehicle issues
Diagnostic warnings
ADF enables those alerts to flow directly into Volie campaigns.
Using ADF for Custom Campaigns
If a customer wants to build a new campaign, the first step is understanding:
How Is the Data Received Today?
Possible answers include:
CRM leads
OEM portals
Excel exports
DMS reports
Manual advisor notes
The answer determines how the campaign should be configured.
Common Data Intake Methods
CRM or Lead Provider
Use:
ADF lead routing
Volie can:
Receive leads directly
Or receive forwarded leads from the CRM
Excel or CSV Reports
Use:
Spreadsheet imports
Example:
Lease maturity lists
Monthly OEM reports
DMS Reporting
Use:
Query parameters
Example:
Service due campaigns
Lease maturity campaigns
Sales follow-up campaigns
Manual Processes
Use:
Manual mode campaigns
Example:
Advisor sticky notes
One-off customer outreach
Best Practices Summary
Marketing Exclusions
Use exclusions to avoid over-contacting customers
Keep exclusions lower for operational service workflows
Use catalog defaults unless customization is needed
Agent Workflows
Train agents to review campaign enrollment history
Ensure agents use correct dispositions
Use automation to expire customers after contact or appointment
Campaign Design
Use query parameters to define audiences
Use run schedules to control evaluation timing
Decide whether customers should exist in multiple campaigns simultaneously
ADF Leads
Use ADF for sales and telematics workflows
Ask customers how they currently receive their data
Match the intake method to the correct Volie workflow