Car Sales Email Templates that Work in 2022 (Plus 3 that suck)

Chad Morgan

Car Sales Email Templates that Work in 2022 (Plus 3 that suck)

We know why you’re here: you’re a hustler and you’re looking for ways to up your sales game. You know that only 5% of car salespeople are top performing and if you’re not one of them now, you want to be! 

If you’re being honest with yourself, you know that your email template game isn’t everything it could be. To be frank, you hit all of your customers with the same worn-out, boring follow-up emails. 

You’re not making a name for yourself because you’re following the same tired, lifeless script as all the other car sales dealerships.

We know you’re ready to ditch those decrepit, uninspired email templates and trade them in for something better–newer, simpler, more user-friendly higher-performing email follow-ups that will keep you competitive!

Ready to learn more? Keep reading!

Are you using these bad email templates?

We recently deployed a secret shopper 🥸 to see what car sales email templates dealerships are really using. And we have to tell you, not all of them were exactly memorable, at least not in the way you want.🤨

Let’s look at a few examples of those not-so-great email templates. If you’re using any of these, it’s time to hit refresh on your strategy!

The generic lead response

Subject line: Checking in, from our general manager

Hello [customer first name],

I want to take a moment and personally thank you for the inquiry you sent us. I truly hope you had all your questions answered.

While you consider your options, if you should have any questions about our vehicles or comments about your experience, please feel free to contact me at your earliest convenience. My personal contact info is listed below.

Thanks again and we look forward to seeing you soon,

[Dealer name]

[Contact info]

What’s the problem with this email? Well, it’s not too thrilling, is it? It doesn’t show any personality, nor does it impart any sense of why they should buy from you. It’s giving us “automated response” vibes.

In fact, our secret shopper received this same template TWICE. Talk about awkward…

giphy

The “barely there” thank you

Even less personalized (and more presumptuous) is this “Thank you” template. 

Subject: Fwd: Thank you for using [dealership]

Dear [Customer first name],

Thank you for choosing [dealership name] for your next automobile purchase, we really do appreciate your business.

Great News- I have that [vehicle make and model] still available for you!

What time today works best for you to swing by for a test drive?

What do we see here? First of all, they use “Fwd” in the subject line!🚩🚩🚩

Star Trek Face Palm GIF - Find & Share on GIPHY

Who wrote this email? Who is it really for? We have so many questions. Sure, we see the customer’s name in the subject line, but we get the distinct impression that this email wasn’t actually written to any one person. 

It’s impersonal and off-putting, and it does not leave a good impression. Don’t use this template unless you’re actively trying to repel millennial buyers.

TLDR: Including a customer or lead’s name in a subject line is NOT adequate personalization. Full stop.

The anemic appointment email

Subject line: 

Hello [Customer first name],

You are invited to [dealership name] to look at the [vehicle model] you asked about.

You can count on a convenient and hassle-free visit, and we will be respectful of your time.

[Photo of vehicle followed by listing price]

We can have the [vehicle model] set aside for you.

What time is convenient for you?  

Is today or tomorrow better?

In addition to the [vehicle model] you asked about, you have over 400 other vehicles in-stock, aggressively priced, to choose from.

[Dealer name]

[Dealership name]

[Contact info]

How does this email make you feel? Excited to check out that new car?? Ready to book that appointment ASAP? Probably not. 

First of all, it’s boring. Secondly, it seems less like this salesperson isn’t so much concerned with getting you in the right vehicle for you, as they are with selling “aggressively priced” cars to whomever. They give the distinct impression that they are in fact the definition of the “pushy salesman.”🥴

We give this dealer partial credit for attempting to convey a bit of trust by saying, “…we will be respectful of your time.” But it’s still not a passing grade! The best way to build trust is through an engaging, authentic video message.

These are just a few of MANY examples of unengaging, generic, impersonal, and downright lethargic email templates that your potential customers are inundated with during the car buying process. *Insert barely stifled yawn here*

What are the best email templates for car sales?

The best email templates for car sales aren’t flashy, outrageous, or loud. They do something very simple—They add video and personality to the mix! 

Adding video to your email can increase open rates by 19% and click rates by 65%. If you’re not already using video, you’re already behind. 

By adding a video message to your emails, you much more quickly connect and build relationships with leads and customers. 

PS: If you’re not ready to jump into video just yet, that’s okay! Lively, engaging templates can stand on their own. Even if you’re not ready to make the jump to video just yet, you can still glean inspiration for GREAT email follow ups from these templates and scripts.

Try these email templates instead

Now that we’ve bored ourselves half to death describing those shabby old email templates, let’s re-energize with these engaging email examples, all based on real-life, high-performing Quickpages. 

The energetic and personalized lead response 

First thing’s first, let’s start with our video script! This script is friendly and personable AND provides a clear call to action with easy steps. And it’s only around 40 seconds long! 

Personalized video script:

Hey [customer first name], this [dealer name] down at [dealership] in [city name and state, bonus points if you include a fun adjective like “sunny” to describe it]. 

Hey, thanks so much for your request for information on this amazing [vehicle year, make, and model]. It only has [X] miles on it!*

[Customer first name], in addition to this introductory video (where you can put a name to the face!), I’m also going to send you a walk-around video of the outside of the [make/make and model], followed by a second video where I show you all the key features and components of the inside.

For any and all questions, you can reach me right here with a direct message, or you can give me a call or an email. 

Hey, thanks again [first name]. We look forward to seeing you and I hope you have a great day!

*Substitute in any outstanding vehicle feature that you want to highlight. Amazing gas mileage? Mention it! Highest safety rating in its class? Mention it!

Email message body template:

Subject line: [Customer’s] first and last name [vehicle type (SUV, etc)] page

Welcome to the customized page that I’ve created for you, [first name]! 

Please check it out and let me know if it was helpful, and thanks for reaching out to us again.

[GIF pointing towards slider]

This template is very short, but in this instance that’s okay. Why? Because the salesperson has already said so much in the video AND they’ve provided a thorough walk-through. 

Your lead will like this email template because it’s 1) helpful, 2) inviting, and 3) low-pressure. 

The best part (other than all the oh so helpful information you’ve included in your Quickpage slider)? Before they’ve even met you, your lead sees your face, your eye contact, and your positive body language…You’re building trust and rapport already!

Text Gif Hello GIF by Quickpage - Find & Share on GIPHY

The thoughtful thank you/video testimonial request

Once again, include your easy, breezy video right at the top of the page. Keep it short, friendly, and to the point. 😀

Thank you video script:
Hey it’s [dealer name] at [dealership]. Hey, I just wanted to touch base with you and say thank you very much for coming out yesterday!

[An anecdote about that visit that reminds them of your interaction and relationship building, e.g. “I was surprised we were able to find you that Mazda on the same day! That was pretty cool. Even I was surprised at that one!] I had a great experience with you. You guys were a lot of fun.

If you get the opportunity, there’s a button down below where you can leave a quick review. If you think I did a great job, you can even leave a video testimonial down below. 

It would really help me out, and it’s so easy. Just click the video request button in the slider to record and upload the video! The video will go straight to my library inside of Quickpage where I view it and show it to others.

If you have any questions, let me know. Thanks so much again, [customer first name]. I hope you enjoy your [vehicle make], and I’m looking forward to next time!

Email template:

Subject line: Thank you [customer first name]!

Thank you!

I truly appreciate the opportunity to work with you and your dad to provide you with a great vehicle. If you have any questions or concerns, please don’t hesitate to reach out to me!

I would be happy to assist your friends and family as well with their next vehicle purchase. If you think they would enjoy working with me, please have them reach out!

I’d love to hear your feedback on your experience! There are two great ways you can do this–you can click on the review button below, OR next to the video you can click on the “Video Request” page and make your own video testimonial!

[Easy to use CTA buttons]

[Contact info]

[A fun GIF!]

What’s different about this template? First of all, there’s actual energy! And there’s a GIF! It echoes the sentiments of the Quickpage video in the same conversational tone. 

giphy

More importantly, we can tell that the dealer remembers and cares about the customer by referencing something specific about their visit. They express genuine gratitude and THEN they ask for that review. 

The purchase anniversary

The purchase anniversary email is already a great opportunity to re-engage with your customers, but with a short video, it’s supercharged. For success, make sure to do three things: mention something personal, encourage them to share, and get referrals.

Purchase Anniversary Script:

Hey, [customer first name], how’s it going? It’s [salesperson name] over at [dealership]. Happy anniversary! [X years] ago today, you purchased a vehicle from us, and I’ve got proof. Click left and you’ll see the testimonial video that you did. Click left again and you’ll see some pictures that we took. 

I just want to say happy anniversary, have a great day, and I hope the car is doing well for you. By the way, how was that [personal detail, e.g. family trip to Disney]? I’d love to hear more about that. 

Hey listen, our dealership is doing a special referral program this month–you know we live on referrals here at the dealership–and if you share this page, for every one of your friends or family who come in from your referrals, I’m gonna send you $100 cash.

And by the way, if any one of your friends or family shares this page, and one of their referrals makes a purchase, they’ll get $100 cash too. That’s my way of saying thank you. I hope you’re doing well, I look forward to catching up, talk soon.

Email template:

Subject line: Happy [X years] anniversary, [customer first name]!

Hey [customer first name], it’s you and your car’s [X number of years owned] anniversary! Congratulations, you two!

[Topical GIF]

We’d like to celebrate you with a special referral program (all month!). Here’s what you need to know: for every successful referral you make, you get $100. For every successful referral that your friends and family make, THEY get $100 too. All you have to do is share this page!

Call me at [phone number], email me at [email address], or contact me directly through this Quickpage!

Once again, happy car-versary, and I look forward to catching up!

[Dealer signature]


PS: I bet you’ve had some memorable years together, but if you’re looking for a change—now is a great time to consider a trade-in.

We actually have some awesome trade-in offers that could perfectly fit your needs. Reach out and give me a call or text if you have any questions.

What do all of these examples have in common? They’re friendly, personable, distinctly human, and action-driven. Oh, and they have GIFs! Listen, a little levity goes a long way. 👻 Need more convincing? Check out these reviews!

James Sawyer Reaction GIF - Find & Share on GIPHY

Quickpage offers fun, unique templates that set you apart with features like: 

  • Embedded GIFs 
  • Video request button that lets the lead reply with their own video
  • Built-in live chat 
  • Built-in “call directly” feature

You can also build out an entire slider with helpful resources!

The message is clear: It’s time to abandon those dusty old car sales email templates. Upgrade to Quickpage for email video follow-ups that take your sales to new heights. 🚀

Want more tips and tricks? Sign up for a free trial today to see all these examples and more sent to your inbox.

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