You Don’t Need Super Powers to be Effective with Email Marketing

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Consumer expectations are increasing at the speed of light. How can you possibly get ahead if you are not listening to your consumers and connecting with them in ways that they expect today?

Join David Metter, Co-Founder & President of AutoHook powered by Urban Science, Lucas Neiderer, Senior Marketing Manager at Dolan Auto Group, George Thompson, Director of Operations at Fenton Family Dealerships, and Jon Petron, Outsell’s Vice President of Advanced Services, as they explore how optimally targeting communications, refining your content, and putting the focus on data are paramount to every dealer’s success in 2018, especially with email marketing. More sophisticated marketers are segmenting their campaigns – just as they did with direct mail in the past – while the savviest dealers target consumers utilizing artificial intelligence and deliver individualized content automatically.

Attend this webinar and discover how dealers can:

  • Develop an effective email marketing approach
  • Improve their processes for reengaging prospects and unsold leads
  • Prevent customer defection by refining email retention strategies
  • Go beyond email with cross-channel communications


Jon Petron

Vice President Of Advanced Services, Outsell

Jon brings 20 years of experience effectively implementing dealer and sales channel marketing programs for companies like Toyota, Polaris Industries, Carrier, Caterpillar and DuPont. At Outsell, Jon manages a talented group of digital marketing professionals who make up the Client Success and the Production, Analytic and Content Services teams. Jon oversees advanced services through the Outsell Fuel customer engagement platform, and his teams work in partnership with all Outsell functional areas to on-board and manage industry leading programs that deliver results and maintain a high standard of quality.

Prior to Outsell, Jon led digital and channel marketing programs at BI Worldwide, Polaris industries, Saatchi & Saatchi, and BBDO.

George Thompson

Director of Operations, Fenton Family Dealerships

George Thompson has worked in the auto industry for 10+ years, and currently serves as Director of Operations for Fenton Family Dealerships, a dealer group consisting of five brands and four stores in New Hampshire. Thompson started out in sales, and now oversees all marketing for the company, including the website, search, social media, email marketing, advertising and community involvement. He has a passion for improving dealership sales processes, and has implemented several key technology solutions to ease the process of retaining existing customers, as well as identify and targeting new ones, for both sales and service. A native of Concord, NH, Thompson graduated from Keene State College.

David Metter

Co-Founder & President, AutoHook powered by Urban Science

David brings a wealth of automotive knowledge and experience to AutoHook powered by Urban Science, both from a dealer and service provider perspective. As President of AutoHook, David leads strategy, product, sales, and marketing for the industry leader. As the co-architect of the product suite, he works with OEM’s, agencies, vendor partners, and dealers to increase lead conversion, showroom visits, sales attribution, and brand Loyalty & Conquest rate.

Prior to starting AutoHook, David served more than six years as Chief Marketing Officer for MileOne Automotive. At MileOne, he built an industry-leading marketing organization, leveraging technology and the internet to increase market share, while dramatically decreasing advertising spend per vehicle sold.

Lucas Neiderer

Senior Marketing Manager, Dolan Auto Group

Lucas Neiderer is the Senior Marketing Manager at the Dolan Auto Group in Reno, Nevada. Prior to joining the Dolan Auto Group Lucas was a District Manager in Toyota Motor North America's Denver Region and was responsible for communicating Toyota sales division goals and initiatives. Lucas began his automotive career at Saatchi & Saatchi where he serviced the Denver Region Toyota account as the digital lead and Senior Account Executive.

Moderator: Phil Nussel

Online Editor, Automotive News

Presented By

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