Car sales is a competitive domain.
Multiple dealerships, including yours, are constantly trying their best to get leads.
A decent inventory, good customer service, and offers are crucial in keeping your customer base happy. However, to get an extra edge over the competition, you should also try to improve your outreach efforts. Automotive (or car sales) email templates help you easily get started with marketing emails.
There are a lot of stages between getting in touch with the buyer and handing over the car keys to them. However, professionals know that getting a customer to walk into your dealership is just as important. So, how you connect with your customers matters a lot.
Email marketing in car sales is quite effective. The email open rate in the automotive industry is 23.71%, which is similar to many other industries.
You can add videos to improve that number. Because videos increase the email open rates by 19% and increase click-through rates by 65%.
However, crafting the perfect email can be difficult. So, here are 15 car sales email templates to help you get started.
1. Responding to Leads
Most of the time, potential customers will show interest in a vehicle. Then they will no longer get in touch. In such cases, you need to keep them engaged with emails.
Sometimes, buyers may ask for more info. Don’t give a yes/no reply, instead try to engage with them through conversations.
Subject: Information regarding your query and more Hi [Prospect], Thanks for contacting me regarding [vehicle make and model]. This car is one of the best ones we have in the dealership right now. [Response to customer’s query] Are there any other questions that you want to ask? I would be happy to show you the vehicle if you visit the dealership. We also have a newer model of the vehicle that is now available at a discounted price. If you want to check that out, you can schedule an appointment directly by clicking here: [link]. Looking forward to hearing from you. Regards, [Name]
2. Newsletter subscription response
Most people do not subscribe to newsletters unless they are interested in the brand.
So, when someone subscribes to your newsletter, they are looking forward to your content. Make sure you send valuable content to them.
You can start with the very first letter that thanks them for signing up and set the tone for what’s to come.
Subject: Hey [Prospect], Nice to have you onboard Hey [Prospect], Thanks for signing up for [newsletter name] at [dealership]. If you are reading this, then your inbox is all set to get the latest and the greatest news of the auto industry as well as maintenance tips, frequently asked questions, and more. If you are looking for more information, don’t hesitate to contact us directly at [contact number]. We are glad to have you with us! Regards, [Name]
3. Service reminder email template
A simple service reminder request is a great way to stay in touch with your old customers. While new customers are a lot more likely to remember their free services, old customers often get their vehicle serviced from other places.
Car services are a great way to introduce old customers to trade-in offers too. However, your initial email should not mention any of that. Here is a sample template.
Subject: How’s your car running? Hi [Client], It has been around five years since you purchased [vehicle make and model] from us. I wanted to check in and see if your car is running smoothly and remind you that it’s time for another yearly service. If there is any problem that you are experiencing, feel free to let me know by replying to this email. Continued vehicle maintenance is the best way to keep your vehicle running like new, prevent excessing costs from repairs, and even get a great value on trade-in offers. We also offer pick-up and drop-off services. Let us know if you have any queries. Looking forward to hearing from you. Regards [Name]
4. Response to a quote request
Most buyers research their vehicle online before they make a purchase. When you receive an email asking for a quote, you can be certain that the person has prior knowledge about the vehicle and its pricing.
But this also means that the person has an interest in buying this vehicle. If you can respond correctly, the prospect may turn into a customer, and you can close a sale. Here is how you need to respond to such requests.
You can even add a video of the vehicle the prospect is showing an interest in.
Subject: RE: Quotation Request for [vehicle make and model] Hi [Prospect], Thanks for reaching out to us. We, at [dealership] want to make your car purchasing experience as effortless as possible. Before we share the pricing of [vehicle make and model] with you, you need to share some more details with us. First, let us know exactly the type of vehicle, including the trim you are interested in. The more details you add, the better. Here’s a short form you can fill to get an exact quote. [Link] Also, how soon are you going to make the purchase? The pricing depends a lot on the time. Right now, we have some discounts on [vehicle models] running from [date] to [date]. You can also reply to this email or call me directly at [contact]. Regards, [Name]
5. Asking for referrals
Word of mouth is a powerful tool for business expansion. When you ask for referrals, you can easily get access to warm leads. Moreover, 20 to 50 percent of purchasing decisions are made because of word of mouth.
When you write such an email, gratitude should be the core element. Your customers should feel appreciated.
Subject: Can you do us a favor? Hi [Prospect], It has been [duration] since you got the [vehicle make and model] from [dealership]. I hope it’s running fine. If you need any assistance, do not hesitate to get it looked at free of charge. I wanted to reach out to you today to thank you for purchasing from [dealership]. For any maintenance or service, feel free to reach out to us. Purchasing a vehicle is often a big decision for many and it gets a little easier when you purchase from someone you trust, from someone you already know. So, if you know a friend, family member, or a colleague who needs a new vehicle, feel free to let us know. We also offer trade-ins. In the meantime, if you have any queries, feel free to reach out to us at [contact] or talk to me directly at [contact]. Regards, [Name]
6. Post-sale follow up email template
Once you have closed a sale, you should follow up with your customer. If you do this correctly, the customer will surely come back years later when they need any assistance or a new vehicle. It shows that you just don’t want to make the sale, but you care about how happy the customer is with the purchase.
In this car sales email template, you thank the customer and walk them through a few technicalities of their new vehicle.
Subject: How are you liking the new car? Hi [Customer], Thank you for purchasing [vehicle make and model] from [dealership]. We know you are going to love your new vehicle and we are glad that you chose to do business with us. At [dealership], we are committed to ensure that all our customers are satisfied with their purchases. Hence, if you have any queries, feel free to reach us at [contact number] or write to us directly at [email]. Also, we want to remind you that you also qualify for a free service and oil change before [expiry date]. Furthermore, you will get three free tune-ups in the first year. Thanks again [Customer] and enjoy your new [vehicle make and model]. Regards, [Name]
7. Lease expiry reminder
It’s good to remind a customer that their lease is expiring three to six months before the expiry date. That gives the customers some wiggle room. Encourage the customers to write back to you as that ensures that they have received the read email. It also acts as a reminder that you are available to help them whenever needed.
Subject: Reminder Hi [Customer], How is your [vehicle make and model running]? It has been almost [duration] since you leased the car from us on [lease date]. Your lease ends three months later, on [expiry date]. During that time, if you have any queries, please feel free to let us know. If you want, you can opt out of the lease, or you want to change the car, you can let us know. And finally, if you are interested in getting a new vehicle after the lease ends, then we have some exciting discounts just for you. Let us know if you would like to test drive some vehicles from our store. Regards, [Name]
8. Post store-visit email template
Thank a customer for stopping by your store. Even if they do not purchase anything, give them a good customer experience so that they come back. Let your prospects know that you value their time and you will appreciate it more if they do business if you.
Subject: Thanks for visiting us today. Hi [Prospect], Thank you for stopping by. I am [Name] from [dealership] and I wanted to make sure that you have a good time while you were here. You were interested in [vehicle make and model]. If there are any questions about the vehicle or if there are other vehicles that you want to have a look at, let me know. Feel free to reply to this email and let me know if I could do anything to help improve the buying experience. You can also reach out to me directly at [contact number]. Sincerely, [Name]
9. Car sales trade-in offer email template
Trade-ins are a challenging transaction as there are often difficult negotiations involved. The customer always wants to increase the selling price of their old car while the dealership would want to lower it as much as possible.
The process of replacing an old vehicle and getting used to the new one also takes time. Hence, it is better to start with a standard email template that covers all the paper.
A trade-in offer helps customers to recognize that their vehicle is aging. You can tell them that they are missing out on a lot of convenience and safety features available in the new cars. You can use this email template to communicate just that to the customer, asking them if they would like to exchange their old vehicle.
Subject: Hey [Prospect], it’s been seven years… Hi [Prospect], It has been seven years since you started driving the [vehicle make and model] that you purchased from us. It’s hard to believe that it has been so long. Life changes a lot in seven years and so just our needs. While your current vehicle has probably become an integral part of your life, maintaining it should be getting expensive. That is why we are offering trade-ins where you can exchange your old car and purchase a new one. We are reaching out to let you know that we now have vehicles that offer better safety on the road. They also have new convenience features that are not available in your existing vehicle. These are available at a much lower cost for our old customers. Furthermore, a trade-in simplifies the purchasing experience by unifying multiple transactions into one. Let me know if you want to look at the new vehicles in our dealership right now. Since you’re an old customer, the purchase experience will be extremely simple. For any more queries, you can reach out to me at [contact number]. Regards, [Name]
10. Car sales appointment confirmation email template
Often customers will make an appointment with you and forget it. People have busy lives, or they can just be forgetful. You can send a simple email to confirm the appointment and even share some useful information along with it. Such emails help establish trust with the prospects.
Subject: Reminder for appointment on [date]. Hi [Prospect], This email is to remind you that you have an appointment on [time and date] at [dealership]. To save you some time, here is our street address: [directions link on Google Maps] See you soon! Regards, [Name]
11. A no-show email template
While you should remind customers to show up on an appointment, there is not much that you can do if they do not show up.
But you can definitely leave an email saying what they missed.
Since fear of missing out is a powerful feeling, you can include a couple of things they missed by not showing up. This engages the prospect much more.
Subject: We missed you! Hi [Prospect], You had an appointment at [dealership] on [time and date], but we didn’t hear from you. We hope you’re doing well. We had a sale going on that ended on [date]. You could have availed of the discount if you came over. However, we will let you know when the next sale starts. In the meantime, if you want to fix a meeting, reach out to us on [contact number]. If there is anything else that I can help you with, let me know. Regards, [Name]
12. Birthday email template for dealerships
Wish your customer or a prospect their birthday. Personalized birthday emails have a much higher chance of being opened. It does not have to be anything complicated. You can wish the person on their birthday and add some marketing or promotional material along with it. You can even add personalized discounts if you want.
Subject: Happy Birthday, [Customer Name]! Hi [Customer], Wish you a very happy birthday. We are so glad that you chose us as a dealership of your choice. On your special day, we wanted to treat you. You will get a free oil change and a discounted tune-up from us. While booking a slot, simply use the coupon code: [enter code] Book with us within 30 days to avail of this offer. Have a great day. Regards [Name]
13. Email template to ask for reviews
Online reviews are a great way to boost your business online. They can also help you get content for your website. You can even share testimonials with other customers later. It does not have to be a review for a vehicle purchase. It can be a review for an accessory, a spare part, or even a tune-up service.
You can even share a discount coupon with those who leave honest and detailed reviews. That will encourage customers to leave more reviews in the future.
Subject: Thank you for your purchase of [product]. Hi [Customer], Thank you for doing business with us. How do you like the new [product]? It would be helpful if you can leave a review of [product/service]. Here is a link to the survey. We promise that it would not take more than 2 minutes. [link to survey] Regards [Name]
14. Car sales email template after a voicemail
If you have tried reaching your customer regarding their car, but cannot contact them, then here is a short email template that you can use directly. Often people can have problems and forget to collect their car after a tune-up or oil change. It is not always possible to leave all information on voicemail, so it is better to send a follow-up email.
Subject: Your car is ready for collection Hi [Customer], I called you a few times but could not reach you. I wanted to know that the [service/tune-up/repair] has been completed and you can now collect your car from the dealership. You can call me back on [contact number] to reply to this email at a convenient time and I will call you. If there is anything that you want us to have a look at while your car is with us, you can also let us know. Regards, [Name]
15. A yearly check-in email template
Occasionally, check in on old customers to see how they are doing and if they need any assistance with their car. You can simply drop them an email on the purchase date of their car.
Subject: Happy Anniversary! Hi [Customer], It has been [duration] years since you got your [vehicle make and model] from us [number] years back. How are you doing? Are you happy with your purchase? If you are even in the neighborhood, feel free to drop by. We have new vehicles and accessories in store. You can also check our pages on social media to stay updated with the new products and discounts. [link to Facebook, Instagram] If you have any queries regarding the vehicle, feel free to reach out to me on [contact number]. Regards, [Name]
So these are the 15 ready-to-use email templates for your dealership business. Before we wrap up, here’s a tip.
Automate communication and follow-ups with dealership CRM
Automotive CRM such as LeadSquared helps you track every activity and interaction that a prospect has with you. Phone calls, test rides, email or text interactions, or communication through any other channel – everything is tracked and recorded so that you always know the status of the lead and direction of the conversation.
It allows you to create automated email sequences for service reminders, up-selling, and cross-selling. You can also segment leads and automate engagement campaigns. For instance, existing customers interested in servicing their cars would need to be engaged differently than a new prospect interested in buying a car.
“Car dealership sales is a fast-moving environment with multiple touchpoints. If your CRM is too complex or too basic, sales guys end up playing with the system more than doing the actual selling. This is where a connected system like LeadSquared helps. It’s easy-to-use and connects all our third-party apps into automation to shorten our customer acquisition time.”
Anthony Lopez, Managing Partner, DSR Leasing
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