Mastering Email Lead Follow-Up for New & Used Car Dealerships in Canada

In today’s highly competitive automotive market, car buyers have more options than ever—and they often start their journey online. For car dealerships across Canada, email leads are golden opportunities to build trust, establish rapport, and drive conversions. But far too often, these leads go cold due to poor follow-up or impersonal responses.

Whether you're managing a new car dealership in Toronto or selling used pickups in rural Alberta, responding to email leads effectively can make or break a deal. Here’s how to do it right.

Step 1: Respond Quickly (Within 15 Minutes)

Why it matters: Studies show that dealerships that respond to online leads within 15 minutes are 7 times more likely to convert the lead into a sale.

Best practice:
Have an automated acknowledgment email set up to confirm receipt of the inquiry immediately. Then follow up personally as soon as possible—ideally within 15 minutes during business hours.

Example automated response:
“Hi [First Name], thanks for reaching out to [Dealership Name]! One of our team members will be in touch shortly to help you with your request. We look forward to helping you find the right vehicle!”

Step 2: Personalize Your Email

Why it matters: Generic, copy-paste emails are easy to ignore. Personalization shows that you're paying attention and builds early trust.

Best practice:

• Use the customer’s name.

• Reference the specific vehicle or inquiry they submitted.

• Mention your own name and contact details for a human connection.

Example:
“Hi Jason, thanks for your interest in the 2021 Toyota RAV4 XLE listed on our site! My name is Amanda, and I’m here to help answer any questions and schedule a test drive if you’re ready.”

Step 3: Answer Their Questions Clearly

Why it matters: If a customer asks a specific question—about financing, availability, condition, warranty, etc.—answer it directly. Avoid vague or scripted responses.

Best practice:

• Include details like vehicle condition, CARFAX availability, price breakdown, and any special promotions.

• If the vehicle they inquired about is sold, suggest 1–2 similar options with quick links or photos.

Step 4: Include a Strong Call to Action (CTA)

Why it matters: Email leads often need a gentle nudge toward the next step in their buying journey.

Best practice:
End each email with a clear CTA that encourages the lead to move forward:

• Schedule a test drive

• Book a call

• Submit a financing application

• Visit the dealership

Example CTA:
“We’d love to show you the RAV4 in person—would you be available this Thursday or Friday for a test drive?”

Step 5: Use a Professional Yet Friendly Tone

Why it matters: Canadians value politeness and professionalism. But overly stiff language can feel robotic or cold.

Best practice:

• Keep your tone conversational and confident.

• Use plain, readable language.

• Avoid pushy sales tactics—help instead of hustle.

Step 6: Don’t Ghost—Follow Up!

Why it matters: Many leads don’t convert right away. A well-timed follow-up can reignite interest and show genuine care.

Suggested follow-up cadence:

Tip: Use CRM tools or email calendars to automate reminders, but always personalize your messages.

Step 7: Offer More Than Just Cars

Why it matters: Many leads are still shopping around or figuring out their financing options. Help them make informed decisions.

Best practice:

• Share relevant blog posts (e.g., “What to Know Before Financing a Used Car”).

• Offer online trade-in appraisals.

• Invite them to explore financing pre-approvals even if they’re undecided.

Step 8: Track, Improve, Repeat

Why it matters: Not every lead turns into a sale—but every lead is a learning opportunity.

Best practice:

• Track your open rates, response times, and conversions.

• A/B test different email formats or CTAs.

• Train your team regularly on best practices and tools.

Final Thoughts

Every email lead is a potential customer—and often, their first interaction with your dealership. Treat every inquiry with urgency, warmth, and professionalism. When you combine speed, personalization, and helpful follow-up, your dealership is far more likely to stand out in a crowded inbox.

Whether you’re selling new sedans in Montreal or certified used trucks in Calgary, consistent and thoughtful email communication is your edge.