1: First Response

Whether this email is sent in response to a new car or used car lead, the objective is to keep it friendly, inviting, and especially low-pressure. The first contact is not the time to be pushy or overly “salesy”. Doing so may lead to losing your lead entirely. The example template below keeps things friendly, while still starting off the relationship strong.

Hi [CUSTOMER FIRST NAME],
Thanks for your interest in the [VEHICLE MAKE AND MODEL]. It really is one of the best cars on our lot.

I’d love to tell you more about some of the special features that make this car such a great vehicle. Please let me know if there are any specific questions about the [VEHICLE MAKE AND MODEL] that I can answer for you?
Feel free to respond to this email to let me know how I can help. You may also call me direct at [(XXX) XXX-XXXX]. I’ll look forward to hearing from you!
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2: The Sale Follow-Up Email Template

Runner up to the welcome email in terms of importance is the car sales follow-up email.

This email is especially important since customer retention is one of the top concerns for most dealerships. And, if done right, can mean a return customer for life!

Hi [CUSTOMER FIRST NAME],
Thanks so much for your [VEHICLE MAKE AND MODEL] purchase! We know you’re going to love it and we couldn’t be happier that we’re the dealership you chose to do business with.

At [DEALERSHIP NAME], we’re committed to ensuring each and every one of our customers is 100% satisfied with their new vehicle. That’s why I am checking in to make sure everything is going great with your new purchase. If there are any concerns at all, please don’t hesitate to let me know. Feel free to reach out via email or call me anytime at [(XXX) XXX-XXXX]. And just as a reminder, [INSERT ANY AFTER-SALE COMPLIMENTARY SERVICE OPTIONS INCLUDED (i.e. free oil changes in first year, complimentary tune ups, etc.)].

Thanks again [CUSTOMER FIRST NAME]. Enjoy your brand new [VEHICLE MAKE AND MODEL]!
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3: The Service Reminder Email Template

This is the perfect time to mention service coupons, tune up options, and to check in on how the car (and customer) is doing in general. But once again, take the approach of being helpful more than “salesy”. After all, the customer isn’t soliciting information, you’re just providing it as a courtesy.

Hello [CUSTOMER FIRST NAME]. Are you enjoying your [VEHICLE MAKE AND MODEL]? How’s it running?  It looks like it’s about time for a tune up according to our system, so I wanted to check in and make sure everything is still good. I’m here to help!  Continued vehicle maintenance is the most effective way to prevent bigger (and more expensive) problems from happening down the line.

You can give me a call at [(XXX) XXX-XXXX] or feel free to schedule an appointment through the service center at [SERVICE CENTER #: (XXX) XXX-XXXX]. [INCLUDE ANY SERVICE AMENITIES LIKE COMPLIMENTARY SHUTTLE SERVICE OR A DISCOUNT RATE.]

Looking forward to hearing from you!

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4: The Trade-In Offer Car Sales Email Template

The trade-in email is another one of the most important car sales emails because these types of transactions are often difficult to make.
Customers are often reluctant to admit their car is getting old, and even when they do, the idea of replacing it can often be a bit overwhelming. A trade-in email helps not only plant the seed that their vehicle is quickly aging, but also that a friendly face is available to make the process of getting a new vehicle even easier.

Hello [CUSTOMER FIRST NAME],

I’m [YOUR NAME] over at [DEALERSHIP NAME] and we just wanted to say thanks for partnering with us [NUMBER OF YEARS SINCE PURCHASE] years ago to purchase your [VEHICLE MAKE AND MODEL].

Can you believe it’s been that long?

In any case, I’m sure you two have created some amazing memories together over the years. But while a vehicle always holds a special place in your heart, I also know that lives change. And as time goes on, our needs change as well. The reason I’m reaching out to you is because I’m curious if you’ve ever thought about trading-in your [VEHICLE MAKE AND MODEL] for a new vehicle. Not only do trade-ins simplify the process by combining two complex transactions into one, they also give you the chance easily upgrade your ride to meet your growing needs.

Let me know if you’re interested! We have a wide variety of beautiful new models to choose from and we’re always here to make buying a new car as easy as possible. You can reach me anytime at [(XXX) XXX-XXXX] or simply respond to this email.

Wishing you the best,

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5: The Happy Birthday Email Template

Last but not least, the “Happy Birthday” email is a great excuse to help keep your dealership at the top of your audience’s mind. And the personalization factor is sure to help win over the recipient. After all, who doesn’t like it when someone remembers their birthday?

Happy birthday [CUSTOMER FIRST NAME]! We at [DEALERSHIP NAME] wanted to with you the best on your special day and let you know we’re so thankful for being your automotive dealership of choice. [INCLUDE ANY BIRTHDAY OFFERS (e.g. free oil change, discounted tune-up).] It’s your special day so don’t forget to treat yourself!
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