Updated: February 6, 2017

At 3 Birds, we know your dealership has plenty on its plate. That’s why we’ve designed our automotive marketing platform to facilitate results-driven digital marketing across every channel, starting with a foundational core communication strategy that keeps you connected with your current customers and prospects.

The 3 Birds Core Communication is often referred to as a “Newsletter” but it’s so much more; it’s a mobile-ready way to stay in front of customers from the time they purchase, throughout their vehicle’s service lifestyle, and up until the moment they’re ready to buy again. With 86% of the average dealership’s CRM contacts consisting of unsold leads, an effective lead revival solution is more valuable than ever.

Because our solution is so robust, we wanted to take a moment to answer some of the more Frequently Asked Questions about our Core Communication.

What is the Difference Between the 3 Birds Core Solution and Core Communication?

The 3 Birds Core Solution is the combination of Platform, Core Communication, and Engagement Website. It includes:

  • a Dynamic Content Engine that generates relevant articles, coupons, and other Tier-1 quality creative tailored to your dealership
  • an Automated Marketing Engine that tracks your customers’ online engagement and combines it with your CRM, DMS, and other metrics that power our predictive models
  • Live Inventory, which seamlessly integrates your dealership’s inventory to customers through various marketing channels.

The Core Communication leverages the functionality of the 3 Birds marketing and analytics platform to serve as the foundation of your automotive marketing strategy. In fact, it is the only communication that is appropriate for everyone in your database from sales and service customers to prospects. This message is sent as an email and published on the engagement website to reach customers who may be searching for info about your dealership and inventory online.

Do I Have to Write My Own Content or Build My Own Newsletter?

Only if you want to. Our premium content library is updated regularly to provide the types of content your customers want to see, including new model reviews, driving tips, service how-to’s, and local interest stories, and one of the best features of our Core Communication solution is the inclusion of a dedicated Account Manager. No more 800 numbers—just a passionate digital native who is on hand to help build and send your newsletter, while our in-house content team will create articles and other features specific to your dealership.

But How Does It Look on a Phone or Tablet?

55% of email is now opened on a mobile device according to Litmus, and 71.2% of consumers will delete a message on mobile if it does not display correctly according to BlueHornet. With Core, all of your dealership's communications will look great and function well regardless of what device they are being viewed on thanks to our fully responsive email and website platform, so your customers will actually look forward to receiving your emails each month—instead of looking for the “Delete” button.

Are People Actually Reading These Emails?

Our Core Communication emails have average open rates between 12-30% depending on the brand and average click rates (CTR) 15-20%. They drive top sources of referral traffic to key action items like service, coupons and vehicle inventory, outperforming third-party sites more than three times over. Most significantly, your highest-value customers (those who generate the most sales and service revenue over their lifetime) and your most-engaged customers (those who click on the most content) are one and the same—and now you’ll know exactly who they are.

What About Compliance and Co-op?

The Core Communication elevates your dealership’s brand awareness. Our in-house content, creative, and compliance teams collaborate to deliver OEM-quality-and-compliant design and creative, making it eligible for many OEM co-op programs. Thanks to our in-house co-op and compliance officer, we’ll handle the pre-approval process for you so you can get the most value out of your monthly communication. Contact us for more specifics on the level of co-op contribution for your brand.

What is Predictive Modeling?

Not all customers are the same, and it’s ineffective to market to customers as if they were. Our predictive modeling and engagement reports allow you to identify your dealership’s most valuable customers as well as your best prospects to help boost ROI and customer retention. The Core Communication is one of the most valuable sources of customer intent data, allowing you to develop an appropriate follow-up strategy. Of course, your 3 Birds Performance Manager will also work with you to identify the opportunities and make recommendations every step of the way.

Do you have questions we didn’t answer? Contact us today and see how easy it is to build a consumer-directed marketing communication strategy with 3 Birds.