How can I use the automobile owner data?

Please keep in mind when developing your marketing message, the Automobile Owner Data should NOT be used to clearly show ownership within the messaging. 

Our automobile data compilation process is fully compliant with the Shelby Act, which means we do NOT use data from state-provided resources that do record vehicle ownership, like a state Department of Motor Vehicles (DMV) or Secretary of State.

Be aware that there are restrictions around the wording used in vehicle marketing. Generally, the guideline is that year, make, and model of a specific vehicle should not all be used together, and references to the recipient’s specific vehicle should be more “vague”.

Examples of Acceptable Wording when marketing with vehicle information:

  • If you own a 2006-2008 Dodge … (Use years in ranges)
  • If you own a 2005-2008 Toyota Camry … (Use year ranges and model)
  • There is a high demand for Toyota Camry, if you are driving a 2008 or older model …
  • There is a high demand for Honda Accords and Civics, if you own …
  • If you own a Ford, Lincoln, Mercury … (Use several makes)
  • If you own a 2006 Dodge, Chrysler, Eagle, Jeep (using year and several makes)

Examples of Unacceptable Usage:

  • {Name}, you are approved to exchange your 2008 Nissan Sentra
  • We want your 2007 Ford Expedition
  • If you own a 2007 Ford Expedition
  • Possible offer for your Honda Accord = $XX,XXX
  • Any inclusion of VIN (Vehicle ID Number) in the mail piece

Please consult federal and state laws for vehicle marketing.

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