Daimler Trucks North America’s eBulletins is a Web-based dealer communication system to help dealers manage their parts and service business profitably. It provides the most updated information on special promotions designed to help the more than 4,000 DTNA dealers sell parts and service to their customers. In early 2008, BKV completely redesigned eBulletins for DTNA. The new version allows dealers to customize content and page design to their specific needs based on role (parts or service) and incorporates modern Web media communications design, offering numerous new features to increase effectiveness and ease of use.
The new eBulletins was released June 30, 2008. Launch communications designed by BKV included two teaser e-mails and a third e-mail with a link to a five-minute Flash tutorial highlighting the new features and benefits. A credit card sized CD featuring the same Flash tutorial also was created and sent to dealers using the internal mail distribution system. Several teaser and banner ads ran on other Web communications tools used by DTNA dealers prior to the release of the new program.
The two teaser e-mails scored an open rate of 46 percent. Then, thanks to the interest and awareness generated by the teasers, another 46 percent clicked through from the third
e-mail to see the full demo. Overall, the launch of the redesigned eBulletins site was a tremendous success. Not only have nearly nine out of 10 dealers begun using it, nearly seven of 10 have said the new program makes it easier to do business with DTNA. In essence, the combination of e-mails and direct mail has stimulated an 88 percent trial of this new product!
