To Sequence or not to Sequence, That is the Question.

By Amber Cruickshank

Are you looking for the ultimate relationship with your customer? Learn how email sequencing can help you attract more leads and close more deals. 

If you’ve ever wished you could build better relationships with your customers without all the time, phone calls and follow-ups, you’re not alone. As a Dealer, you’re busy, and with things picking up post-pandemic, you want your sales staff focused on closing deals and moving metal. 

But what about all those juicy little leads (a.k.a. 1st party data) sitting in your database? How do you stay in touch with past, present and future customers who have been interested in your business at one point or another? How do you retain the attention of those little ticking timebombs so that when they are ready to buy, they explode their wallets all over your dealership?

In this digital age, touching base with your valued customers is easier than ever. Gone are the old days of cold and follow-up phone calls. With hundreds of customer emails at your fingertips, email blasts are the fastest way to touch a whole lot of people at once in an incredibly short amount of time. However, capturing and retaining their attention when their inbox is most likely overloaded is tricky business. 

Sending targeted marketing emails that contain a great offer work great. For example, sending an email to customers nearing the end of a lease with a fantastic offer for a new car can be wildly successful. But on the flip side, we’re seeing that the results of a single blast to the masses with no specific call to action are losing effectiveness because people tend to ignore mass marketing messages.

This is where the highly effective marketing strategy called “email sequencing” comes into play. An email sequence is a strategically planned and automated series of targeted emails that can help you re-engage, attract, and convert customers to increase your business. Once you’ve set up a sequence, you can set it, wait, and return to review the results to ensure it’s performing well. The ultimate goal is to get a response from a recipient. Obviously, the best case is that you get a positive response, but even if you get a negative response, it still counts as a response because that means they have at least paid attention to you.  

Here are a few more reasons why email sequencing is a highly effective marketing strategy you should incorporate into your business. 

Engage and Educate 

  • Email sequencing allows you to engage and educate your customers in a structured and strategic manner. By designing a sequence of emails that provides valuable content, you can nurture leads and build trust over time. Each email in the sequence can focus on a specific topic, offering insights, tips, and educational resources. This progressive approach helps keep your dealership top of mind while positioning your business as an industry expert, fostering long-term relationships.

Personalize and Segment

  • Email sequencing lets you personalize your communication and tailor messages based on your customer’s interests, behaviours, and preferences. By segmenting your subscriber list and creating targeted sequences, you can deliver relevant content that resonates with each group. Whether it’s based on demographic data, past interactions, or specific actions taken by subscribers, personalization enhances engagement and boosts the effectiveness of your email campaigns. By sending the right message to the right people at the right time, you can significantly improve open, click-through, and overall conversion rates.

Nurture Leads and Drive Conversions 

  • Effective lead nurturing is crucial for converting leads into customers. Email sequencing allows you to guide leads through a well-defined customer journey, delivering timely and relevant content that aligns with their stage in the sales funnel. From initial engagement to the final purchasing decision, a strategically planned sequence can gently lead prospects closer to conversion. Email sequencing keeps your brand top of mind by providing valuable information, addressing pain points, and offering incentives or exclusive offers, which builds trust, and increases the likelihood of conversion.

Automate and Save Time 

  • One of the key advantages of email sequencing is the ability to automate the process. Once you have designed and set up your email sequences, they can run on autopilot, saving you time and effort. By leveraging automation tools, you can schedule and send emails based on triggers such as sign-ups, website visits, or specific actions subscribers take. This allows you to maintain consistent communication without manually sending individual emails. By freeing up your time, you can focus on other important aspects of your business while ensuring a consistent and personalized experience for your subscribers.

So should you sequence? Absolutely. Email sequencing is a powerful marketing strategy enabling your dealership to engage, educate, and convert customers effectively. By providing valuable content, personalizing messages, nurturing leads, and leveraging automation, you can build stronger customer relationships and ultimately sell more cars. Have any questions? As always, Leadbox is here to help.


Email Marketing