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How Toyota of Rockwall drove vehicle sales and increased service revenue through highly targeted emails


77% of consumers prefer email promotions and offers to any other marketing channel*. Knowing this, it should come as no surprise that email drives traffic. When executed well, email is an effective way to build brand awareness, stay top-of-mind with your customers, and drive sales. Understanding the power of email, Toyota of Rockwall reached out to GSM for help with sending out a regular cadence of atom On Demand email campaigns designed to drive increased vehicle sales and to increase service revenue.


*DMA National, May 2012
...Just a few minutes each month generates tens of thousands of dollars in revenue.

Charles Pankey, GM at Toyota of Rockwall

How we helped

Email marketing is a cost-effective and successful way to communicate with your customer base. However, planning details such as who to target and what offers to include can be the difference between success and failure. On Demand templates provide dealers with content, offers, and audience recommendations that have proven successful, so it only takes a few minutes to create a campaign that will drive results for your dealership.

The General Manager at Toyota of Rockwall, Charles Pankey, wanted to maximize the benefits he gets from his atom Core program. In 2015, GSM began consulting with Charles once a month on how to build two successful On Demand campaigns—one for sales and one for service. These campaigns were set up to deliver monthly emails and generated an increase in revenue for the dealership.

Solutions used

atom allows us to have one platform to easily send relevant, monthly communications to our sales and service customers. It saves my management team time that the creative, copy, and data are already taken care of for us.

Charles Pankey, GM at Toyota of Rockwall

atom On Demand email campaigns boosted dealership revenue and car sales by offering relevant service discounts and by providing compelling new car details.


GSM compared vehicle sales, number of ROs and RO profit data and the results are astounding:

• 28 vehicles sold
• 708 additional ROs
• $40,000 increase in service revenue

Let GSM help you achieve amazing results!