Digital Newsletters identify customers who are ready to buy today
Our analytics identifies those in the market to buy today based on how they interact with the content. For each Digital Newsletter we send, referrals make up around 15% of dealership website visits typically ranking among the top five in monthly referrals. Our newsletters consistently refer three to 10 times more traffic than leading third-party sites. Digital Newsletters consistently generate around 300 customers whose behavior online warrants dealership follow-up. Data from trusted industry sources shows that hot leads typically close in the 25% range.
Digital Newsletters gather information to help identify where customers are in the purchase cycle
3 Birds' Digital Newsletters include a mix of promotional (coupons, offers, inventory) and non-promotional (editorial, lifestyle, ownership) content. Different customers in different places in the ownership cycle and among different value segments behave differently and consume different types of content.
For example, customers who are further out in their purchase decision will typically ignore coupons. However, many will consume non-promotional content (examples below) and that typically indicates where they are in the cycle and what they plan to consider. Our data shows that those who consume non-promotional content:
- click 63% more
- generate 61% more service Repair Orders
- buy 28% more vehicles
Compared to customers who don't engage with non-promotional content.
3 Birds sends follow-up streams of communication, based on predictive models which incorporate this behavioral data along with other business and third-party data sources, to help drive the purchase for those in market now. Future newsletter content is adjusted for those in market later to keep them engaged and enhance their ownership and driving experience.