The purpose of marketing is not:

👉 sending messages to everyone.

The purpose is:

👉 communicating with the right people at the right time with the right message.

After reviewing the Analysis tools, you will have a much clearer understanding of:

•who your best clients are

•where they are located

•what services they purchase

•how frequently they return

•what opportunities exist for follow-up communication

These groups become your:

👉 target audience.

MLS 2026 includes a powerful Targeted Marketing system designed specifically to help you communicate efficiently with selected groups of clients and service units.

Why Targeted Marketing Matters

General advertising is expensive.

Mass communication often reaches:

•people who are not interested

•clients who are outside your market

•individuals unlikely to return

•customers who do not fit your business model

Targeted marketing focuses your efforts on:

•existing clients

•overdue services

•repeat maintenance

•specific service groups

•profitable demographics

•high-retention clients

This dramatically improves:

•efficiency

•response rates

•retention

•return on investment

Accessing The Marketing System

Select the:

👉 Marketing tab

from the Client screen.

The system allows you to:

•select groups of clients

•define detailed selection criteria

•create communication campaigns

•output multiple formats

•save postage by combining email and printed methods

Insert screenshots of:

•Marketing tab

•Selection criteria screen

•Output options

•Selection categories

Flexible Selection Criteria

The selection system is designed to be:

•flexible

•powerful

•easy to use

You may use:

•one criterion

•several criteria

•or highly detailed combinations

The system only uses:

👉 fields where information is entered.

Any blank field is ignored.

This makes it possible to create:

•very broad selections

•highly targeted lists

without unnecessary complexity.

Date Range Logic

Most date fields use:

•beginning dates

•ending dates

•or both

You are not required to fill in both values.

Examples:

Beginning Date Only

Entering:

•01/01/2026

means:

👉 all records on or after that date.

Ending Date Only

Entering:

•01/01/2026

in the ending field means:

👉 all records on or before that date.

Both Dates

Entering:

•beginning and ending dates

limits the selection to:

👉 only records within that range.

This flexible structure allows for:

•overdue reminders

•seasonal marketing

•inspection follow-ups

•return visit campaigns

•service interval notifications

Marketing Output Options

MLS 2026 supports multiple communication formats.

You may generate:

•letters

•postcards

•mailing labels

•emails

•printed listings

•merge files for external programs

Multiple outputs may be generated from the same selection without re-entering the criteria.

For example:

•generate emails first

•then print letters for clients without email addresses

•then print labels

•then create a hard-copy listing

all from the same selection group.

This improves efficiency and reduces repetitive work.

Mixed Email And Printed Campaigns

One especially useful feature is:

👉 automatic email filtering.

You may:

1.send emails to clients with valid email addresses

2.then print letters only for clients without email access

This:

•reduces postage expense

•improves efficiency

•ensures wider communication coverage

without duplicate contact efforts.

Major Selection Categories

The Marketing system is divided into five major categories:

1.Service Unit Selection

2.Client Selection

3.Previous Recommendations

4.Type Of Service Performed

5.Preventative Maintenance Due

Each category is selected using its own:

👉 radio button selection area.

Insert screenshot of:

•radio button selection sections

Selecting By Service Unit

This option allows communication based on:

•service history

•inspection dates

•mileage

•unit type

•manufacturer

•service intervals

This is especially useful for:

•maintenance reminders

•inspection notifications

•mileage-based services

•seasonal service recommendations

Date Of Last Service

This selection reviews service units based on:

👉 their most recent service date.

Examples include:

•clients overdue for oil service

•vehicles not serviced recently

•seasonal follow-up campaigns

Examples:

•units serviced between two dates

•units serviced before a cutoff date

•units serviced after a specific period

Date Of Next Inspection

Some service units require:

•annual inspections

•certifications

•periodic safety reviews

•recurring compliance checks

This selection allows follow-up communication based on:

👉 the next inspection due date.

This is especially valuable for:

•fleet services

•regulated equipment

•annual certification programs

Mileage At Last Service

Mileage or hour-based selection is extremely effective for:

•preventative maintenance

•recurring service reminders

•wear-item replacement scheduling

Examples include:

•30,000 mile service reminders

•60,000 mile maintenance campaigns

•equipment hour-based inspections

Selecting By Unit Type

The system may filter by:

•year

•make

•model

•submodel

This is valuable when:

•promoting specialty services

•communicating with owners of specific brands

•targeting known problem areas

•supporting manufacturer-specific expertise

Examples:

•hybrid systems

•diesel services

•transmission specialties

•European imports

•fleet equipment

Selecting By Clients

Sometimes communication should target:

👉 people

rather than

👉 service units.

Client selection allows filtering by:

•client name

•zipcode

•rating code

•demographic grouping

This selection method is often used for:

•newsletters

•seasonal reminders

•business announcements

•community outreach

•promotional events

Newsletters And Educational Marketing

Educational communication is often more effective than:

👉 direct advertising.

Clients respond positively to:

•helpful information

•seasonal advice

•maintenance tips

•safety reminders

•technical expertise

This strengthens:

•trust

•credibility

•professional image

The goal is:

👉 becoming the trusted expert

instead of simply another repair facility.

Name Range Selection

Name filtering uses:

•beginning ranges

•ending ranges

Because spaces and letters sort differently, it is important to:

•fully specify ranges correctly

Examples:

•AAA through CZZ

This ensures:

👉 all matching names are included properly.

Zipcode Selection

Clients may also be selected by zipcode.

This is extremely useful for:

•local mailings

•geographic campaigns

•community promotions

•regional outreach

The system supports:

•5-digit zipcodes

•extended zipcodes

•exact geographic matching

Rating Code Selection

Clients may be grouped using:

👉 rating or classification codes.

Examples might include:

•fleet clients

•luxury clients

•wholesale accounts

•referral groups

•specialty markets

•advertising source tracking

This allows highly focused communication campaigns.

Selecting By Previous Recommendations

This option targets:

👉 previously recommended work

that has not yet been completed.

MLS 2026 automatically tracks recommendation codes placed on workorders.

When completed:

•recommendations are cleared automatically

This system allows follow-up communication for:

•deferred repairs

•safety concerns

•maintenance recommendations

•future services

Only coded recommendations are included.

Free-form notes are not evaluated.

Search Back Date

Because older recommendations may already have been completed elsewhere, the system allows:

👉 a search-back limit.

This helps focus communication on:

•recent opportunities

•active recommendations

•current client needs

rather than outdated information.

Selecting By Type Of Service Performed

This selection method targets:

👉 clients who previously received specific services.

Examples:

•oil services

•transmission services

•timing belt replacement

•brake work

•annual inspections

This is extremely effective for:

•recurring maintenance reminders

•seasonal service campaigns

•service interval follow-up

The system uses:

👉 Labor Glossary codes

for identifying matching services.

Selecting By Preventative Maintenance Due

The Preventative Maintenance Scheduler integrates directly with the Marketing system.

This allows MLS 2026 to automatically identify:

•upcoming services

•projected due dates

•recurring maintenance needs

for every tracked service unit.

This is one of the most powerful automation features in the system.

Automatic PM Follow-Up

The PM system automatically:

•evaluates schedules

•projects future service dates

•generates communication lists

•prepares reminders

This allows businesses to maintain:

👉 regular client contact

with very little manual effort.

The communication feels:

•organized

•professional

•attentive

without requiring daily staff involvement.

Recommended PM Usage

It is strongly recommended that PM campaigns be run:

👉 monthly.

This keeps:

•reminders timely

•schedules current

•communication consistent

Regular preventative maintenance communication improves:

•retention

•repeat business

•service scheduling

•long-term customer relationships

Building Better Client Relationships

The goal of Targeted Marketing is not:

👉 aggressive advertising.

The goal is:

👉 relevant communication.

Clients appreciate:

•reminders

•helpful information

•professionalism

•organization

•attention to detail

Well-timed communication helps clients feel:

•remembered

•valued

•supported

That relationship often matters more than:

•discounts

•coupons

•price competition

Recommended Best Practices

•Focus on small targeted groups

•Use analysis reports before creating campaigns

•Keep communication professional and helpful

•Combine email and printed methods strategically

•Track overdue services regularly

•Use PM scheduling consistently

•Avoid excessive marketing frequency

•Focus on relationship building

•Use educational communication whenever possible

•Evaluate response rates and ROI

Recommended Companion Sections

•Marketing Overview

•Client Analysis

•Understanding Your Client Base

•Creating Text For Communications

•Communication Strategies

•Preventative Maintenance Scheduler

•Service History

•Auto CRM

•Selection Of Records

•Choosing Communication Formats