In the competitive world of automotive service marketing, dealerships are no longer relying solely on routine reminders or general brand advertising to fill their service lanes. To succeed in today’s fixed ops environment, you need a marketing strategy that is fast, flexible, measurable, and deeply personalized — one that uses channels like direct mail, email, and SMS text messaging to reach the right customer with the right message at the right time.

While OEM marketing programs have long supported dealers with co-op-approved campaigns and national-level advertising, they often fall short when it comes to dealership-specific needs and measurable service ROI. That’s where Dealerwing comes in.

Dealerwing isn’t a one-size-fits-all solution — it’s a fully customizable, data-driven service marketing platform designed to help dealers take full control of their fixed ops campaigns. In this article, we’ll explore how Dealerwing compares to OEM marketing programs and why more service managers, fixed ops directors, and dealer principals are choosing Dealerwing to drive retention, reactivation, and real revenue.

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1. OEM Programs Are General. Dealerwing Is Dealer-Specific.
Most OEM programs are built for the brand — not the individual store. They provide templated messaging and pre-designed promotions that may lack relevance to your local market, inventory, or customer base. And while these programs often cover sales and service, the emphasis is typically skewed toward retail sales.

Dealerwing, on the other hand, is built specifically for fixed ops and offers full customization. This allows your dealership to:

• Promote unique service offers based on local competition
• Target customers based on actual DMS and behavioral data
• Adjust campaigns based on seasonal trends, weather, or RO capacity
• Execute special events, loyalty programs, or recall outreach — your way
• In a market where personalization and agility are key, Dealerwing gives you the freedom OEM programs can’t.

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2. Advanced Audience Curation with AI
Dealerwing leverages AI for car dealerships and dealership analytics to create smarter segments using:

• VIN data and mileage estimates
• Service history and RO spend
• Customer lifetime value and loyalty indicators
• Communication preferences (email vs. SMS vs. mail)
• Engagement history from previous campaigns

OEM programs generally rely on basic conquest or retention lists with outdated or broad filters. They don’t dynamically adjust based on real-time behavior or changes in vehicle usage. With Dealerwing, you’re not just sending to a list — you’re sending to your ideal customer at the right moment.

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3. Direct Mail That’s Personalized and Trackable
OEM co-op programs may allow for branded mailers, but they’re often generic, slow to launch, and light on customization. They also rarely provide the tools you need to measure success.
Dealerwing’s automotive direct mail is:

• Fully personalized with customer name, VIN, and service milestones
• Embedded with QR codes, personalized URLs, and tracking codes
• Triggered based on actual service needs and timelines
• Delivered with first-class speed and professional design

Every mail piece is part of a larger campaign — not a one-off flyer — and is backed by transparent attribution reporting so you know which customers booked and how much revenue was generated.

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4. Email Marketing That Goes Beyond Reminders
OEM CRM systems may push out reminder emails — but they lack flexibility, real automation, and lifecycle thinking.
Dealerwing’s automotive email marketing includes:

• Lifecycle triggers (30K, 60K, 90K service intervals)
• Lapsed customer win-back flows
• Post-service thank you and next visit incentives
• Special event or seasonal offer announcements

Emails are A/B tested, mobile-optimized, and aligned with direct mail and SMS text messaging for a seamless customer experience. OEM systems often use bulk blasts or non-dynamic creative that doesn’t adapt to vehicle-specific service needs. Dealerwing personalizes every message — and measures every open, click, and booking.

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5. Integrated SMS Text Messaging for Maximum Reach
Most OEM programs do not include SMS, or only offer limited functionality through third-party opt-in systems. That’s a missed opportunity.
Dealerwing’s SMS text messaging is:

• Fully compliant and opt-in
• Real-time and campaign-synced
• Personalized and action-oriented
• Integrated with scheduling links and offer codes

Whether you’re sending a final reminder about a limited-time offer or promoting same-day availability in your service bay, SMS consistently outperforms other channels in engagement.

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6. Real-Time Attribution & ROI Visibility
OEM programs often provide high-level dashboards that track opens or clicks — but rarely tie those actions back to actual repair orders (ROs) and service revenue. Dealerwing delivers:

• Matchback reporting from campaign to RO
• Channel-specific ROI (email vs. mail vs. SMS)
• Revenue attribution by offer, customer segment, and campaign type
• Real-time performance dashboards for full visibility

You no longer have to guess if a campaign worked — you can prove it, segment it, and optimize it.

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7. Speed, Flexibility, and Dealer Control
OEM marketing programs operate on strict calendars, pre-approved templates, and co-op approval cycles. This limits your ability to move fast, pivot mid-campaign, or create location-specific strategies. Dealerwing empowers you to:

• Launch a campaign in days, not weeks
• Customize by brand, store, region, or offer
• Adjust messaging in real time based on RO volume
• Respond to market changes (weather, staffing, competitor promotions)

In an environment where agility is a competitive advantage, Dealerwing offers unmatched freedom to take control of your marketing.

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Real-World Example: Dealerwing vs. OEM Program

Goal: Increase 60K-mile service appointments

OEM Program:

• Generic co-op email sent to 5,000 customers
• Nationally approved mailer with limited personalization
• No SMS
• No appointment link tracking
• No campaign-specific ROI reporting

Dealerwing Campaign:

• AI identified 1,850 customers due for 60K service in 30 days
• VIN-personalized mailers with $60 off and QR code
• Dynamic emails with service checklist and scheduling links
• Final reminder via SMS with expiration notice
• All touchpoints tracked through attribution dashboard

Results:

• 21% total conversion
• $82,000+ in RO revenue
• 9.4x campaign ROI
• Full visibility into what worked and why

Final Thoughts: Dealerwing Outperforms OEM Programs in Service Marketing

If you’re relying solely on OEM marketing programs for your service department, you’re leaving money — and customer loyalty — on the table. While OEM efforts offer brand consistency and national reach, they lack the agility, personalization, and data-driven precision needed to maximize fixed ops revenue today.

Dealerwing offers:

• VIN-targeted direct mail, email, and SMS
• AI-powered customer segmentation
• Lifecycle campaigns that increase retention
• Real-time attribution that proves ROI
• Complete control over message, timing, and spend

Ready to Go Beyond the OEM Box?
At Dealerwing, we help dealerships grow service revenue with smarter campaigns built specifically for fixed ops. Whether you want to retain more customers, reactivate lapsed ROs, or conquest your local market — we’ll deliver results with direct mail, email, and text messaging, all backed by transparent reporting.

Let’s build a service strategy that works for your dealership. Contact Dealerwing today.