Reynolds and Reynolds has acquired IMN Inc. to expand the branded newsletters that Reynolds' dealer customers use to stay in touch with car buyers and shoppers.
Terms of the deal were undisclosed.
Reynolds, one of the two dominant providers of dealer management software, will operate IMN within its Naked Lime digital marketing unit, Reynolds spokesman Tom Schwartz said.
IMN, of Waltham, Mass., creates digital newsletters and other content for automakers and their dealers to market to owners, lessees and service customers. The company has about 2,000 automotive clients and 1,000 in other industries, Schwartz said.
Reynolds and rival ADP Dealer Services account for about 80 percent of the dealer management software packages used by dealers to run their stores. Capabilities include accounting, inventory management, payroll and digital marketing.