Re-engagement Sequence for Used Car Dealers Email Guide
Why Re-engagement Sequence Emails Fail for Used Car Dealers (And How to Fix Them)
Your lot is full, but your CRM is quiet. Many dealers find their past clients simply drift away over time.
They bought a vehicle, drove off, and then... Silence.
That's not a relationship problem. That's a communication gap.
A single follow-up call can't carry the weight of staying top-of-mind. Your past clients need gentle reminders, valuable insights, and a clear path back to your dealership, strategically, over several weeks.
That's what a re-engagement sequence does. It rekindles interest, reminds them of your value, and invites them back for their next purchase or service.
The templates below are designed to bring those dormant leads back to life, without sounding desperate or pushy.
The Complete 4-Email Re-engagement Sequence for Used Car Dealers
As an used car dealer, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Miss You
Acknowledge the silence and show you care
Hi [First Name],
It's been a little while since we last connected. We know life gets busy, and sometimes things just fall off the radar.
We were thinking about our clients the other day, and your name came to mind. We hope everything's going well with your vehicle and that you're still enjoying the ride.
Our goal has always been to be more than just a place to buy a car. We aim to be a trusted resource, whether you need advice on maintenance, have questions about selling your current vehicle, or are just curious about what's new on the lot.
No pressure at all, but if there's anything you need, or even just want to chat about cars, feel free to hit reply. We're here to help.
Best, [YOUR NAME]
This email uses the 'miss you' approach to humanize your dealership. By acknowledging the silence without blame and expressing genuine care, you activate the principle of reciprocity, making the recipient more likely to respond positively.
The Value Reminder
Remind them why they subscribed
Hi [First Name],
Remember the excitement of driving off the lot in your last vehicle? We love being a part of that moment for our clients.
Often, people forget the hidden costs and frustrations that come with selling an used car privately. The endless calls, the no-shows, the lowball offers.
It can be a real headache. We simplify that whole process.
From fair trade-in valuations to a smooth purchase experience, our solutions are designed to save you time and hassle. That's why many of our clients return to us for their next upgrade.
If you're even casually thinking about what's next for your driveway, let us know. We can help you understand your current vehicle's market value and explore options without any obligation.
Best, [YOUR NAME]
This email reminds the client of the specific problems your dealership solves, reinforcing the value proposition. It uses past positive experiences (the 'excitement of driving off') to create a positive association, making them consider your services again.
The Survey
Ask what they actually want from you
Hi [First Name],
We're always looking for ways to improve how we serve our clients and stay relevant in your inbox. To do that, we need your input.
We'd love to know what kind of information or assistance would be most valuable to you right now. This helps us ensure we're sending content that truly matters.
Could you take a moment to answer one quick question? Just hit reply and let us know: What are you most interested in hearing about from us?
A) Tips for vehicle maintenance and longevity B) Updates on new inventory and special offers C) Advice on selling or trading in your current vehicle D) Something else (please specify!) Your feedback helps us tailor our communication to what you actually want.
Best, [YOUR NAME]
This email uses a direct, low-friction survey approach to gather valuable data and increase engagement. By asking for input, you make the client feel heard and valued, building a sense of importance and personal connection.
The Breakup
Give a final chance before removing them
Hi [First Name],
It looks like we haven't connected in quite some time. We understand that not every message is for everyone, and we want to respect your inbox.
Our goal is to only send valuable information to people who truly want to receive it. If you're no longer finding our updates helpful, we'd rather not take up space in your inbox.
We're going to be cleaning up our mailing list soon to ensure we're only reaching those who are genuinely interested. If you'd like to continue receiving occasional updates, vehicle tips, and special offers from us, simply click here to confirm you'd like to stay on the list: [LINK TO RE-OPT-IN PAGE] Otherwise, if we don't hear from you in the next few days, we'll assume you'd prefer to part ways, and we'll remove your email from our active list.
Best, [YOUR NAME]
This email creates a powerful sense of urgency and choice. By giving the recipient control over their subscription and setting a soft deadline, you force a decision. This approach respects their time while also segmenting your list for better future engagement.
4 Re-engagement Sequence Mistakes Used Car Dealers Make
| Don't Do This | Do This Instead |
|---|---|
✕ Assuming past buyers will automatically return for their next vehicle purchase. | Implement a consistent post-purchase follow-up and re-engagement strategy to stay top-of-mind. |
✕ Only reaching out to past clients when there's a new sale or promotional event. | Provide ongoing value through helpful content like maintenance tips, market insights, or vehicle care advice, not just sales pitches. |
✕ Neglecting the CRM and letting client data, such as contact information and vehicle details, become outdated. | Regularly update client contact information and vehicle details, noting key dates for follow-up like service anniversaries or potential upgrade cycles. |
✕ Using generic, impersonal communication for all past clients, regardless of their purchase history or interests. | Segment clients by vehicle type, purchase date, or expressed interest to send more relevant and personalized messages that resonate with their specific needs. |
Re-engagement Sequence Timing Guide for Used Car Dealers
When you send matters as much as what you send.
The Miss You
Acknowledge the silence and show you care
The Value Reminder
Remind them why they subscribed
The Survey
Ask what they actually want from you
The Breakup
Give a final chance before removing them
Use after 30-90 days of no opens or clicks.
Customize Re-engagement Sequence for Your Used Car Dealer Specialty
Adapt these templates for your specific industry.
Beginners
- Focus on basic CRM usage to track past buyers and their purchase dates.
- Start with a simple 2-3 email re-engagement sequence for your most recent clients.
- Prioritize follow-ups for clients whose vehicles are approaching common trade-in ages.
Intermediate Practitioners
- Segment your client list based on vehicle type, service history, or lead source.
- Automate basic re-engagement sequences through your CRM or email marketing tools.
- Test different subject lines and offers to see what resonates best with various client segments.
Advanced Professionals
- Implement advanced segmentation based on purchase history, service needs, and expressed preferences from previous interactions.
- Integrate re-engagement sequences with automated service reminders and personalized trade-in offers.
- Analyze open rates, click-throughs, and conversion data to refine your re-engagement strategy continually for maximum results.
Industry Specialists
- Tailor re-engagement content to the specific vehicle type and client demographic (e.g., investment value for classic cars, tech updates for EVs).
- Highlight unique services or expertise relevant to their niche (e.g., specialized detailing, charging solutions, rare parts sourcing).
- Focus on community building and exclusive events for high-value clients to build loyalty beyond transactional interactions.
Ready to Save Hours?
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