Most dealership BDC emails are either three paragraphs of boilerplate nobody reads or a one-liner that says "just checking in." Neither books appointments. These nine templates are the email half of the cadence we train agents on (Module 5, if you're following the 8-module training system). Every one is short, references the specific vehicle, and ends with either a question or two appointment times. Copy them, swap the brackets, send.
Two rules before the templates. Send from a person, not "Sales Team." The from-name is the agent's name, the reply-to is their real inbox. Keep the subject line specific. "Your 2023 Tacoma TRD" beats "Following up" every time, because the customer knows it's about them before they open it.
1. First response (within 5 minutes)
This goes out alongside the first call attempt, not instead of it. Its job is to get a reply or a callback while the customer is still at their screen.
Hi [First name],
Thanks for reaching out about the [color] [Year Make Model]. Just tried you by phone, so here's the short version: it's here, it's one of the cleaner ones we've had in, and I'd rather you see it than read about it.
I can have it pulled up front for you [Tuesday at 5:30] or [Wednesday at 11]. Which is better?
[Agent name]
[Dealership] · [Direct line]
2. Day-1 follow-up (no response to first touch)
[First name], one thing I didn't mention: [one genuinely useful detail — one owner, new tires, certified, just came off lease, whatever is true]. Figured that'd matter to you.
Still happy to set it aside for a look this week. What day works?
[Agent name]
Why it works: it gives something instead of asking again. The "one thing I didn't mention" line only works if the thing is real. If there's nothing, skip this email and go to text.
3. Day-3 value email
Hi [First name],
In case the [Year Make Model] isn't the one, we've got two others in the same range you might want to compare side by side: a [Year Make Model, one-line difference] and a [Year Make Model, one-line difference].
Easiest way to decide is to drive all three in one visit. I can set that up for [day] or [day]. Interested?
[Agent name]
4. Day-7 break-up
The highest-reply email in the whole cadence. People who've been ignoring you for a week respond to this one because it removes the pressure.
[First name],
I've reached out a few times about the [Year Make Model] and haven't heard back, which usually means one of three things: you bought something else, the timing changed, or I've been annoying. All fair.
I'm going to stop following up unless you tell me otherwise. If you're still looking, even a one-word reply and I'll pick it back up whenever you're ready.
Either way, thanks for considering us.
[Agent name]
Why it works: "Should I close your file?" is a question with a cost to ignoring it. "All fair" takes the guilt off. A meaningful share of replies to this email are "still looking, just busy," and those book.
5. Appointment confirmation (immediately after booking)
[First name], you're all set for [Day, Date] at [Time].
What to bring: your license and, if you're trading, the registration for the [current vehicle].
Who you're meeting: [Salesperson name], who'll have the [Year Make Model] pulled up and ready.
Where: [Address]. Park in the customer spots out front and ask for [Salesperson].
If anything changes, reply here or text me at [number]. See you [Day].
[Agent name]
6. Day-before reminder
Quick reminder: [Salesperson] is expecting you tomorrow at [Time] for the [Year Make Model]. It's set aside with your name on it.
Anything you want ready when you get here? Trade value on the [current vehicle], financing options, a second car to compare? Reply and I'll have it waiting.
[Agent name]
7. No-show recovery (same day)
[First name], we had you down for [Time] today and I wanted to make sure everything's okay on your end. No worries at all if something came up.
The [Year Make Model] is still here and still yours to see first. I've got [tomorrow at X] or [day after at Y] open. Want me to put you back on the calendar?
[Agent name]
8. Unsold follow-up (24 hours after the visit)
[First name], thanks for coming in yesterday. Now that you've had a night with it, what's your gut telling you about the [Year Make Model]?
If it's the number, tell me and I'll have [Salesperson or Manager] take another look. If it's the car, tell me what was missing and I'll check what's coming in this week. If it's just timing, no pressure, I'll check back in a couple of weeks.
[Agent name]
9. Lease maturity outreach (120 days out)
The one outbound email in this set. Goes to customers whose lease ends in roughly four months, before the manufacturer's letters start.
Hi [First name],
Your lease on the [Year Make Model] wraps up around [Month]. Before the letters from [Manufacturer] start, I wanted to lay out the three options so nothing sneaks up on you:
1. Turn it in and walk away (watch the mileage and wear charges).
2. Buy it out at the residual, which may be below market right now.
3. Move into something newer for close to the same payment, in some cases less.
Happy to run the actual numbers on 2 and 3 in a 15-minute visit, no obligation. [Day] or [Day]?
[Agent name]
The cadence these fit into
Email alone doesn't work a lead. These nine slot into an 8-touch, 10-day sequence alongside calls and texts:
- Day 0: Call → voicemail → Email 1 → text
- Day 1: Call → Email 2
- Day 3: Text → Email 3
- Day 5: Call
- Day 7: Email 4 (break-up) → move to 30-day nurture
- On booking: Email 5 + text confirmation
- Day before: Email 6 + confirmation call
- After visit or no-show: Email 7 or 8 within 24 hours
The call and text halves of that cadence are in the 7 BDC phone scripts. The metrics that tell you whether the cadence is working are in the 5 BDC KPIs to track weekly.
What these templates are not
These are one-to-one emails from an agent to a lead. They are not campaigns. Equity mining across 4,000 past customers, a five-touch lease maturity sequence to everyone ending in Q1, service-to-sales triggered by the appointment book: those are segmented, designed, scheduled sends driven by CRM data, and they're a different job with different rules. We covered that side in dealership email marketing: what actually gets opened, and it's what we build for stores as an email marketing agency. The BDC templates get the lead in the door. The campaigns keep the database alive between visits. You need both.
Frequently asked questions
How long should a BDC email be?
Under 80 words for anything in the first week. The customer is reading on a phone between other things. One specific reference to their vehicle, one reason to respond, one question or two times. Long emails signal that the agent is pitching instead of helping.
Should BDC emails include price or payment?
No. Price conversations belong in the showroom, where the sales team can control them. An email with a number in it either ends the conversation (too high) or anchors the customer below where the deal will land (too low). Offer the appointment; let the floor handle the number.
How many follow-up emails should a BDC send before giving up?
Email is one channel in an 8-touch, 10-day cadence that also includes calls and texts. Three to four of those touches are email. After day 7, send the break-up and move the lead to a 30-day nurture. Most "dead" leads that come back do so after the break-up email.
Should BDC emails be plain text or designed HTML?
Plain text, from the agent's name, for everything in this post. These are one-to-one messages and they should look like a person wrote them. Designed HTML is for campaign emails sent to segments of the database, which is a different job.
What's the best subject line for a BDC follow-up email?
The vehicle, specifically. "Your 2023 Tacoma TRD" outperforms "Following up" or "Checking in" every time, because it tells the customer the email is about them before they open it.