Automated emails are very important to the success of your internet sales.
For starters, an immediate auto responder is nice because it lets the customer know they received the request. It builds confidence that the dealership will respond.
Auto responders also provide opportunity to provide information that they did not receive on the website they submitted the lead from. For example, your auto responder can automatically send pictures and brochures of the car they were interested in, links back to your website to view more info on that vehicle and even similar vehicles.
Take this screen shot below as an example. This is from a real internet lead from one of our customers just a few minutes ago. Someone submitted an eBay lead on this Jeep Wrangler. It is Sunday and the dealership is closed, but the system can respond with a whole wealth of information. Now instead of the customer having one reason to contact you, they might have 3 or 4 and have now clicked on all these links and spent some time on your website.
Think about how that compares to an auto responder that just says "Hey we're closed, call you tomorrow."
Automated emails are also very important for long term follow up. Sometimes you don't get a customer's phone number or they won't take your phone call. By using your automotive CRM software
you can tell they are reading your emails. So it is important to keep sending them information.
Now think about 2 weeks later and you sold that Jeep Wrangler. Wouldn't it be nice to automatically email them some similar vehicles to that Jeep? Your inventory continues to change and so will the similar vehicles. You want to keep possible vehicles of interest in front of the customer. Maybe you got some more Jeeps in stock.