11 Jul
2016

New White Paper Reveals ‘The Impact of the One ‘Essential’ Email’

Press Releases
Paul Mirek
by
Paul Mirek is 3 Birds' Content Manager. He has a soft spot for great writing, smart marketing, and dogs of all shapes and sizes.

3 Birds analyzes results of more than 42,000 Digital Newsletter sends to reveal impact on engaging defectors, building brand affinity, generating consistently impressive ROI, and more

Chapel Hill, N.C., July 11, 2016 — As the amount of time consumers spend researching dealerships online increases, so does the importance of maximizing each communication that dealers send to their customer database. Many dealers have squandered the goodwill of their customers through heavy-handed, one-size fits all messaging, leading to dissatisfaction and outright defection.

As a new white paper from 3 Birds reveals, however, these same dealers often ignore an “essential” email communication that can accomplish multiple marketing goals month after month: the Digital Newsletter. The white paper, ‘The Impact of the One ‘Essential’ Email’, clearly illustrates how Digital Newsletters offer a dynamic communication channel that resonates with customers and provides new insights into their purchase stage and interests.

The white paper is based on analysis of results from more than 42,000 different Digital Newsletters sent on behalf of more than 1,000 dealerships. This analysis clearly shows the influence of 3 Birds’ Digital Newsletters when it comes to meeting dealers’ most pressing challenges, including:

  • Consistently referring three to 10 times more traffic to the dealer’s main website than leading third-party sites
  • Identifying non-promotional content engagers who generate 61% more service Repair Orders and buy 28% more vehicles than customers who don’t engage with non-promotional content
  • Re-engaging defectors with more than 50% of referral traffic consisting of customers and prospects who have not visited the dealership website in at least 90 days

In addition to these and other insights, the white paper reveals how the Digital Newsletter plays a role in customer value segmentation and predictive modeling. Customer value segmentation helps dealerships to identify their best, highest-value customers. The 3 Birds proprietary predictive model that is fueled, in part, by data about the type of content customers engage with enables dealers to identify and communicate appropriately with customers who are likely to purchase or likely to service a vehicle in the near future.

3 Birds’ industry-leading Digital Newsletter is available as part of the 3 Birds ME™ Core Solution, which also includes a marketing and analytics platform and responsive engagement website for a consistent multi-channel marketing strategy.

Download a complimentary copy of the white paper, The Impact of the One ‘Essential’ Email.

About 3 Birds Marketing, LLC 

3 Birds Marketing is a new breed of fully integrated, enterprise-level, multi-channel, multi-tier marketing software platform and solutions provider focused in the automotive retail space. 3 Birds has helped automobile manufacturers, distributorships, advertising agencies, dealer associations, automobile dealership groups and dealerships demand, attract, and convert modern digital consumers through enterprise-level integrated marketing technology, outstanding client services, and extensive marketing and automotive retail experience. 3 Birds was founded in 2009 and is headquartered in Chapel Hill, North Carolina.