Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
Russell Grant

Russell Grant Vice President of Sales

Exclusive Blog Posts

The 3 Laws of Extreme Ownership

The 3 Laws of Extreme Ownership

“These are all things that may help you justify your results. But is your dealer any happier because of this?” I just finished reading a…

The Q1 Inventory Glut - Expert Insight

The Q1 Inventory Glut - Expert Insight

You've heard about it, read about it, and probably experienced it. Q1 for the auto industry was a pretty rough one. Experts are diving into what the pr…

Online Reviews Drive Customers to Your Dealership

Online Reviews Drive Customers to Your Dealership

We’ve been in the business of reviews for quite some time now – 15 years to be exact.  As DealerRater has grown, so has the power and infl…

Devising a Perfect Landing Page

Devising a Perfect Landing Page

When your business is taken online, you have to make sure your website is generating customers and visitors. This is one of the most important things in on…

Why Writing Down Sales Goals Inspires Action

Why Writing Down Sales Goals Inspires Action

As you're considering your business plans for the upcoming year, you may have decided that you want to start setting larger goals for your business. In…

Getting it Together: Email Marketing, Social Media, and Data Analysis


The other day I was talking to a dealer who said, “We’ve tried some email marketing. One of my salespeople is doing our Facebook page and another one is Tweeting. I think together that’s about all the email marketing and social media I want to do for right now.”

That would be fine. If the email marketing and social media were working together, and if the marketing efforts were data driven. Unfortunately, for that dealer, they weren’t. And the same is true for many dealers I meet with

More or Less: Email Marketing and Social Media

Business leaders throughout the nation understand the importance of having a strong e-presence – and a recent poll of more than 900 executives found that:

  • 60 percent are increasing their email marketing budget
  • 55 percent are increasing their social media budget

Now is not the time to cut spending on email marketing and social media. If you’ve trimmed your budget in these areas, you might want to rethink your strategy. Remember, nearly half (48 percent) of consumers combine social media and search engines in the buying process and a staggering 85 percent start shopping for a vehicle online.

Add to that, 90 percent of consumers say they trust recommendations from people they know and 70 percent say they trust consumer opinions posted online. Suddenly both positive and negative comments about your dealership on Facebook,,, and Google Places take on a whole new significance.

Integration: Socially – and Financially – Rewarding

In this same study referred to above, more than two-thirds (68 percent) of the business leaders said they plan to integrate social media with their email marketing and 47 percent plan to use email marketing to drive growth in social media – especially corporate Facebook and Twitter pages.

It’s clear why this is such a vital – and profitable – goal. In a survey of email and online marketers, 54 percent said results were “somewhat” to “significantly better” after integrating social media and email marketing. These marketing professionals rated social media as the online marketing channel with the greatest positive effect when combined with email.

Put Your Money Where Your ROI Is

There’s more good news when it comes to email marketing. In a recent survey of more than 200 marketing executives, 82 percent said they expect campaigns to be measured. But these same professionals admitted it is difficult to effectively evaluate ROI. They agreed, however, that overall the most success was had in measuring email campaigns -- 47 percent. You may also want to consider adding direct marketing to your media mix, because that followed at a close 41 percent.

Data Analytics: A Key to Success

In the poll referred to earlier, business leaders stated that their top email marketing initiatives for 2012 are:

  • Improving subscriber engagement (48 percent)
  • Improving segmentation and targeting (44 percent)
  • Growing opt-in email lists (32 percent)

Data integration is critical to achieving each of these priorities, but it was also identified as the primary email marketing challenge by 45 percent of the respondents. Lack of resources followed at 43 percent.

When dealers tell me they don’t have the expertise or the resources to devote to developing data-driven analytics and strategies, I suggest that they may want to consider partnering with a vendor who does. Because if the dealer’s email marketing and social media aren’t integrated and targeting customers consistently and concisely, you can bet their competition’s communications are.

Jeremy Alicandri
Russell, Great points. I only wish that all the various programs that collect customer information could improve collaboration and information sharing.
Russell Grant
Jeremy, Thank You !!! I agree with you. I believe that will be the next phase we will see within the next 18 to 24 months.

 Unlock all of the community & features  Join Now