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Drive customers to your dealership with CSSR — the complete suite of proven marketing solutions for GM dealers. Timely sales, service and loyalty offers are communicated to your customers during their ownership lifecycle. Explore the GM Programs below and find out how easy it is to enroll and expand your dealership’s direct mail, email and digital marketing reach.



Customer Sales and Service Retention (CSSR) is a dynamic lifecycle customer retention program and one of the Essential Brand Elements (EBE) required by dealers to qualify for GM EBE benefits. CSSR is based on a simple concept: Send the Right Message, to the Right Customer, at the Right Time. The program leverages best-in-class practices and tailors them to your dealership’s unique needs.

With CSSR, you have the choice of three packages: Elite, Enhanced and Essential, so you can choose how much direct mail and email your dealership sends. The Dealer Design tool, available in Elite and Enhanced packages, enables you to customize your CSSR communications by adding your own branding.

CSSR continues the multi-channeled approach using "smart logic," to offer a complete schedule that promotes your dealership as the go-to place for all of your customers’ needs and future vehicle purchases. CSSR makes the important connections to help your team build relationships that create loyalty and translate into long-term success.

The CSSR core program reaches out to your customers soon after they have taken delivery of their vehicle and continues timed contacts, based on individual activity, for the first seven years of ownership.

CSSR utilizes vehicle data that reflects driving activity, as well as individual service activity from your dealership, to tell us the best time to reach customers with specific messaging and relevant offers. OnStar® Vehicle Diagnostics (OVD) data, as well as service habits and any available GM, DMS and customer data, are factors in targeting communications.

CSSR Benefits

Along with EBE benefits, your dealership will realize the many valuable rewards of CSSR, including:

  • Package Choice — Three levels of CSSR from which to choose
  • Dealer Choice Creative — Put your dealership's thumbprint on CSSR creative touches
  • Channel Choice — Direct Mail, Email, SMS/Text, Video and Online Advertising are all CSSR channels we can utilize based on the package selected to keep your dealership's name and message top of mind
  • Divisional, Certified Service and Dealership branding
  • Sales/Event/Vehicle Launch reinforcement messaging
  • Customer segmentation for highly targeted incentive offers
  • Detailed reports tracking your results, accessible online 24/7
  • iMR match-eligible Core Program and Plus-Up options that extend and add power to your core communications
  • Easy enrollment and program team support
  • Consistent and regular communications with your customers
  • Electric-specific communications for your EV customers
  • Integration with key sales and service drivers:
    • OnStar®
    • My GM Rewards®Mastercard®
    • Playbook data and filters
    • Chevrolet, Buick, GMC and Cadillac Protection Plan
    • GM Financial
    • My GM Rewards
    • GM Accessories
Extended CSSR

Extended CSSR

The CSSR program sends scheduled communications to your customers for the first seven years. But the older a vehicle gets, the more service and maintenance it is likely to need. You have the option to continue service messaging to customers in their 8+ years of ownership through Extended CSSR.

Servicing Owner Program (for 8+ vehicles): This option allows you to start marketing to customers (8+ years) who come in for service, but are not currently assigned to your dealership for service communications. Customers will be considered Servicing Owner VINs and receive regular maintenance reminders, emails and mailers promoting your dealership.

Plus-Up Programs

Plus-Up Programs

Digital Media Plus-Up

Reach more customers online than ever before. Add more impressions and reach more customers. You can now customize your Display budget with six Digital Media Plus-Up options for sales and service. This opportunity to increase your media reach will allow you to fully optimize your Display advertising.


Lease Plus-Up

Complement your CSSR program with the Lease Plus-Up cadence to reach your customers before their lease expiration date. Designed to establish connections in the lease-end process, they are sent at strategic intervals in the final year of the lease to help drive customers back to your dealership.

Live Call Plus-Up

Encourage customer loyalty while boosting ROI for service. If you could make $2,608 on a $128 investment, you’d do it, right? Of course you would. First Service Appointment Calls from Epsilon are priced at an affordable rate per contact, but the ROI and customer loyalty benefits are exponential.

Loyalty Statement Direct Mail Plus-Up

My GM Rewards Loyalty Statement is an email-only program with offers and discounts being sent only to members’ inboxes 4 times a year. For members who have a non-emailable address on file, the direct mail plus-up option has you covered. Engage these members to visit your dealership for service, accessories and new vehicle sales based on their My Rewards Points level and where they are in their vehicle ownership lifecycle.

Non-GM Plus-Up

Enhance your opportunities with Non-GM Customers with our Non-GM Plus-Up program. This program utilizes the CSSR service cadence to reach and inspire your in-market Non-GM customers with consistent and relevant service messages. The purpose is to build loyalty and retain those customers throughout their vehicle lifecycle.

Service Social Plus-Up

With the Social channel, you can reach even more customers online with ads and a landing page for your dealership. When combined with direct mail and email, Social is a great way to further engage with your customers.

Used Vehicle Onboarding Plus-Up

“Plus-up” to improve customer loyalty for used car sales and service. This communication is designed specifically to thank your used vehicle buyers and promote loyalty for your dealership, complementing the communications you’re already sending to new vehicle, Certified Pre-Owned and commercial vehicle customers.

Quick Strike

Quick Strike

Quick Strike is an on-demand, single-order direct-mail program. Sales, service, recall, service clinic and many other pre-designed templates are available in a wide variety of formats from jumbo postcard to coupon pop-out cards. Each mailer features a strong call-to-action and messaging consistent with national campaigns. All templates are customizable and designed to drive traffic to your showroom floor.

Program Features/Benefits:

  • On-demand, fast turnaround direct mail
  • Integration with your DMS to target current and inactive customers
  • Access to the best data to reach new prospects
  • List selection tool includes Playbook filters to help reach the right audience at the right time
  • Online reporting dashboard with detailed data exportable to Excel
  • No contracts, easy enrollment and minimal set-up fees

Template Features:

  • Dynamic, eye-catching design with highly recognizable GM look and feel
  • Consistent Certified Service and GM divisional branding
  • Large image library to choose from — or provide your own custom images
  • Ability to enter your dealership’s sales and service offers and incentives
  • Personalized dealership information: Dealership name, address, slogan, hours of operation, contact number, credit cards accepted, logo, map and facility image

Can I create a unique mailer instead of using a template?

  • Yes, our team is available to work with you on a custom design. Contact PHQ to get started.

Can I use my iMR Funds?

  • This program is eligible for up to 100% reimbursement through iMR and can be automatically reimbursed through LAM Sales iMR accounts for participating dealers. Program eligible for match funds.

Quick Strike Social

Program Features/Benefits:

  • Seamlessly add social (Facebook and Instagram) ads to your direct mail campaigns; no social expertise required
  • Target the same people on social that you are targeting on direct mail, for an effortless omnichannel strategy
  • Social ads will be automatically optimized to reach the right people in your audience at the optimal time for them to click

Template Features:

  • Corresponding social ads will match and complement the direct mail templates for a smooth customer experience


eStrike is a self-service, web-to-email tool that offers dealerships the ability to execute their own email campaigns. This monthly subscription, unlimited volume, rapid turnaround email program includes strong call-to-action messaging with a look and feel that is consistent with national campaigns. Effective as a stand-alone, eStrike email promotions can also be combined with Quick Strike direct mail to improve response rate.

Program Features/Benefits:

  • Easy-to-build email campaigns in as little as five easy steps
  • No HTML or email design expertise required
  • Unlimited sends per month — Limit one email, per recipient, per 24-hour period to limit unsubscribes
  • Emails can be sent immediately or scheduled for future deployment
  • Integration with DMS to select and filter recipients
  • Custom audience list upload
  • Detailed performance data and downloadable reports
  • Access to your customer list at www.gmlam.com under the Direct Marketing Ad Builder section
  • No set-up fee. No long term contract — cancel with 30-day notice after initial 90-day commitment

Template Features:

  • Turnkey templates allow dealers to quickly respond to conditions in their local markets or schedule email campaigns that coincide with planned sales or service events
  • High-impact, divisionally branded creative
  • Asset libraries with banner images, subject lines, pre-header texts, jelly beans and service coupons make the build quick and easy
  • Dealer customization includes: Dealership name, address, phone, hours of operation, website and logo

Can recipients view the email on their mobile device?

  • Yes, eStrike templates are responsive web designed meaning that the creative will display correctly no matter which device they use.

What is available for CPO and used vehicles?

  • Promote your inventory with walk-around videos and custom landing pages, driving clicks and engagement. CPO/Used integration is included with eStrike enrollment. Simply complete the data and image provider section on the enrollment form, and our team of experts will set up the feed. This doesn’t have to be done at the time of enrollment, but only if you wish to use this feature! (No additional cost to you.) After setup, select a CPO/Used offer type and type in the VIN. The vehicle information will be pulled into the email, and a custom landing page will be created. Landing pages and videos are ready to go immediately.

Can I use my own images and subject lines?

  • Yes, contact Program Headquarters to get the specs and submit your own custom creative.

Can I use my iMR funds?

  • This program is eligible for up to 100% reimbursement through iMR and can be automatically reimbursed through LAM Sales iMR accounts for participating dealers. Program eligible for match funds.

eStrike Social

Program Features/Benefits:

  • Seamlessly add social (Facebook and Instagram) ads to your email campaigns; no social expertise required
  • Target the same people on social that you are targeting on email, for an effortless omnichannel strategy
  • Social ads will be automatically optimized to reach the right people in your audience at the optimal time for them to click

Template Features:

  • Corresponding social ads will match and complement the email templates for a smooth customer experience
National Retail Plan & Car Care

National Retail Plan & Car Care

Enrolling in the National Retail Plan (NRP) allows dealers to communicate their service pricing and CCA-funded promotions through many direct mail/email and digital channels including but not limited to dealer websites, CSSR, and menu boards. This program is also a part of PASE conformance.

National Retail Plan Background & Benefits

    Along with PASE benefits, your dealership will realize the many valuable rewards of National Retail Plan, including:
  • CCA-funded rebates on products such as tires, batteries, brakes, and more
  • Access to CCA-funded private offers on oil, battery, and more
  • Automatic integration of offers onto your dealer website, digital menu board, online service scheduling, and more as well as inclusion in dealer enrolled programs such as CSSR and Car Care for a cohesive and consistent message to the customer
  • Dealer Maintenance Pricing to ensure you are advertising the price and product you want
  • Easy enrollment and support through Program Headquarters

Car Care targets lost customers using NRP and dealer selected offers through direct mail and email, and optional enrollments including OLA (online banners ads) and video landing pages.

Car Care Background & Benefits

    Your dealership can help strengthen the power of the Dealer Maintenance Pricing found in the National Retail Plan by enrolling in the Car Care Direct Marketing Program. The program targets service and sales VINs 4 to 16 years old from both GM Data and Dealer DMS data (if available) within 100 miles of dealership. Data modeling is used to identify customers closest to your dealership with the highest propensity to schedule service, so your dealership may communicate with the customers most likely to respond. Customer information is also de-duped by VIN and household to achieve one mail piece per household.

The Car Care Direct Marketing Program targets the following customers:

  • Customers not receiving any CSSR Communications from your dealership
  • CSSR customers with vehicles that are 4-16 years old and only receiving Seasonal CSSR communications but who are NOT scheduled to receive any CSSR communication during current mail promotion period (e.g. Promotion 5 will target Q4 empty period customers)
  • VIN must have presence of an RO within the past 36 months
Business Elite Advantage

Business Elite Advantage

Business Elite Advantage (BEA), the small business sales prospecting program, drives small business owners to Chevrolet or GMC Business Elite dealerships. This direct marketing program sends customized direct mail and email four times a year to small business owners. Communications feature business program details, product information and the latest incentives — including those for specially equipped vehicles. Business Elite Advantage now also offers an “Always On” Digital Display Plus-Up option to further increase awareness and prompt vehicle purchase.

Program Features/Benefits:

  • Targeted mailing lists — include businesses in your area that have high potential for purchasing new vehicles
  • Effective mailers — help educate businesses about the advantages of purchasing from your Chevrolet or GMC Business Elite dealership
  • Dealership personalization — name, slogan, address, hours of operation, map, contact number and website address
  • Turnkey management — set it and forget it
  • Up to 150% reimbursable — ability to use both iMR sales funds (100%) and commercial co-op funds (50%)
  • Easy enrollment — minimal setup fee
  • Online manifest reports via GlobalConnect — provide measurable results allowing you to follow up with prospects and adjust marketing strategies to maximize sales
  • No charge for email — to the owner audience
  • Optional BEA Plus-Up — "Always On" Digital Display program to complement DM/EM by messaging exclusive audience of business owners via internet advertising within a 35-mile radius of your Business Elite dealership
Sales Touch

Sales Touch

Sales Touch (ST) is the primary communications tool for promoting monthly sales offers and ancillary messages to current GM owners, winbacks and conquests across all GM vehicle brands. Integrated with CSSR, Sales Touch offers you more control with scannable codes, so that your Sales Touch offer piece will link directly to your website — a unique, turnkey solution that can be customized to fit your dealership’s needs.

Sales Touch leverages sophisticated modeling — including Playbook — to ensure your dealership is targeting your most in-market customers. Branded communications are tailored to your dealership and reach customers through multi-channel integration. These include:

  • Highly targeted direct mail, based on segmented versioning
  • Email directs customers to your dealership’s website for a one-of-a-kind video experience
  • Targeted OLA reaches your mailed customers across thousands of unique websites
  • Optional Social Media addition complements online and offline channels

With Sales Touch, your dealership now has more choices than ever. For dealers enrolled in the Elite option — our premier package — Trade-In and Pre-Qualified messages complement the new Dealer-Customized In-Market communication. Here’s a closer look at each communication type:

  • Dealer-Customized Offers: Proven to drive sales, our enhanced legacy creative can now show offers that match dealer websites
  • Trade-In: An in-market audience that’s also modeled to be trade-in candidates
  • Pre-Qualification: An in-market audience that’s also pre-qualified through GM Financial

Enrollment Info:

Put the power of ST to work for you! Plus, ask how you can expand your reach to include even MORE of your in-market customers through the ST Plus-Up Program. For more information, contact your Program HQ representative. To see a sample of the Enrollment Form, go to the Resources tab.

Creative Samples

Smarter, more targeted communications: Sales Touch 4.0 uses an integrated approach to ensure that a consistent message is delivered throughout Direct Mail, Email, Online Advertising and the Video Landing Page.