Stuck on what kind of emails to send to your auto clients, or what to say in those emails? 

We’ve been working with automotive dealerships for years and have a few suggestions you can use directly or just use as a starting point.

(Plus, access our free download below for even more tips! ⤵️)

Our Top 3 Email Templates

Here are our top three favorite email ideas and an example of how each of those would look. Of course, you’ll want to customize the text for your specific audience, but use these templates as jumping-off points.

1. The New Lead Email

When contacting a new lead, your sales team might reach out via phone call or text, but sending an email can also be a great way to directly connect without seeming too pushy. 

Much of the buyer’s journey for someone purchasing a vehicle is online, so sending an email with links directly to your site or with direct contact information can be very helpful. 

This introduction email is different from a welcome email, which is sent to someone who has subscribed to all of your emails. If you need more information on welcome emails, we have tips on how to make those as well.

These introductory emails should be sent to new leads after they first reach out for information, so this is your chance to let the customer know you are there to answer their questions. Keep this email short, sweet and focused on the customer.

Here’s an example: 

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Hi [Customer Name],

My name is [Your Name Here], and I’m a sales rep at [Your Business Here]. Thanks for requesting more information on the [Vehicle Make Model]. It’s one of my personal favorite cars!

Do you have any questions about the [Vehicle Model]? I’d be happy to tell you more about its special features and show you all our [Vehicle Model]s for sale. We can even arrange a test drive if you’d like.

Please call me at [Your Phone Number] or just reply to this email to let me know how I can help you find the car you want.

I look forward to hearing from you!

[Your Name]

Sales Representative

[Your Business]

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2. The “Happy Birthday” Service Email

Looking for new leads? Why not look at past purchases?  Use your customer relationship management (CRM) system to find customers who are up for a vehicle service (or who may be in search of a vehicle). 

On the first anniversary of a customer’s purchase, send them a “happy birthday” email that encourages them to come back to your site. It could go something like this:

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Hi [Customer Name],

Happy first birthday to your vehicle! 

On behalf of the sales staff at [Your Business], I hope you still love your [Vehicle MAKE Model] as much as you did the day you drove it off the lot.

If your [Vehicle Model] is ready for some service, our trained technicians can handle whatever you need. Check out our current service specials, or make an appointment online.

Thinking about adding to your car family? Browse our inventory online to see our latest arrivals.

If there’s anything I can do to assist you, call me at [Your Phone Number].

Best regards,

[Your Name]

Sales Representative

[Your Business]

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3. The Review Request Email

Did you know 76% of customers who are asked to leave online reviews will do so? If you’re looking to help your dealership’s SEO and online ratings, don’t be afraid to ask for reviews! 

By sending a review request email, you can encourage more positive reviews of your store and reach out while the experience is fresh in their mind. Reaching out to customers also lets you possibly get ahead of a negative review* by offering a direct line of communication (rather than them not hearing from you and turning to the internet to be heard). 

*If you’re worried about negative reviews, check out our tips on how to best avoid those. 

Here’s an example of what you could say to encourage a review:

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Hi [Customer Name],

Thank you for purchasing your [Vehicle Make Model] from [Your Business]. I hope you’re loving your new ride!

We want to make sure everyone has an excellent experience at our store. If you have a minute, please tell us what you think of [Your Business] by leaving us a review online.

If for any reason you are not fully satisfied with your experience at our dealership, please call me at [Your Phone Number]. I’ll do whatever I can to make things right.

Thanks for taking the time to provide your feedback. I hope we have the opportunity to serve you again soon!

[Your Name]

Sales Representative

[Your Business]

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 Download More Free Email Tips

If you’re looking for more auto-focused email tips, download our FREE Email Marketing For Auto Dealers resource with all of our best email tips for your dealership.

If you’re looking for more general sales email templates, here are some of our favorite freebies: 

• Hubspot’s “12 CRM-Ready Sales Email Templates”
• Constant Contact’s “4 Essential Templates to Jumpstart Your Email Marketing”
• MailChimp’s “10 Email Templates That Make Marketing Easier”

Don’t forget to check your own email marketing platform for built-in template options, too — and remember to update any template you use to have a personal touch and to fit your customer’s needs.

[eBook] Email Marketing for Auto Dealers (3rd Edition)

Want Someone to Write Your Emails for You?

Don’t have time to make the most of these email templates? Not sure where to start with email for your business? Consider hiring an marketing ally like 9 Clouds to help you with your email messaging.

Our team is familiar with multiple top email platforms and CRM email builders, and we know how to get your business’s message in front of the best audiences to deliver real results.

Win the Inbox With Email Marketing »