Follow-Up Cadence Optimization: Email, SMS, Phone Mix

The difference between a 15% close rate and a 35% close rate often comes down to follow-up persistence. Research shows 80% of sales require 5+ follow-up attempts, yet 44% of salespeople give up after just one contact. The first dealership to respond wins 50% of deals, but the last dealership to follow up wins 30% of the remaining deals.

A follow-up cadence is a structured sequence of customer touchpoints (phone calls, emails, text messages) designed to nurture leads until they buy, opt out, or go dormant. Effective cadences balance persistence (staying top-of-mind) with respect (not harassing customers). Dealerships that implement systematic cadences see 25-40% higher conversion rates and 2-3x more appointments booked.

This guide provides proven follow-up cadence frameworks for hot, warm, and cold leads, including channel mix (phone/email/SMS ratios), timing strategies, message templates, and CRM automation rules.

Follow-Up Cadence Fundamentals

The 5-Minute Rule: Speed-to-Lead

Critical Rule: Contact new leads within 5 minutes of inquiry submission. Studies show:

• < 5 minutes: 100x more likely to qualify lead vs 30 minutes
• < 1 hour: 10x more likely vs 24 hours
• > 24 hours: 60% lower conversion rate vs same-day contact

For high-value leads (lead score 80+), aim for instant contact - within 60 seconds if possible. Use CRM automation to send SMS alert to sales rep the moment a hot lead submits a form.

Multi-Channel Approach

Don't rely on a single channel. Optimal cadences use a mix of:

• Phone calls: Highest urgency, best for hot leads and first contact (voice conveys enthusiasm, builds rapport)
• Email: Detailed information delivery, nurture sequences, links to inventory/financing tools
• SMS: 98% open rate, best for appointment reminders, quick check-ins, time-sensitive offers
• Video messages: Personalized vehicle walkarounds, test drive invitations (5x higher engagement than text emails)

Cadence Duration by Lead Temperature

Hot Lead Cadence (7-Day Intensive)

For leads scoring 80+ (trade-in requests, test drive inquiries, financing pre-approved), use an aggressive 7-day cadence with daily touchpoints:

Exit Conditions: Stop cadence if customer (1) schedules appointment, (2) explicitly opts out, or (3) shows zero engagement after 7 days (move to warm lead cadence).

Warm Lead Cadence (30-Day Balanced)

For leads scoring 60-79 (website inquiries, buying "this month"), use a 30-day cadence with touches every 2-3 days:

Engagement-Based Escalation: If customer opens 3+ emails or clicks a link, escalate to hot lead cadence (daily contact). If zero engagement after 30 days, move to long-term nurture.

Cold Lead Cadence (90-Day Long-Term Nurture)

For leads scoring < 40 (generic inquiries, timeline 3+ months, no engagement), use a low-touch 90-day nurture cadence:

Re-Engagement Trigger: If customer opens email, clicks link, or replies to SMS, immediately escalate to warm lead cadence.

Channel-Specific Best Practices

Phone Call Guidelines

• Best times to call: Tuesday-Thursday, 9-11 AM or 4-6 PM (avoid Monday mornings, Friday afternoons)
• Leave voicemail: Keep it under 20 seconds: "Hi [Name], this is [Rep] from [Dealership]. I have the [Vehicle] you asked about - call me at [number] when you have 2 minutes. Thanks!"
• Max attempts: 3 calls per day maximum (more = harassment). Space calls by at least 4 hours.
• Use local caller ID: Leads are 4x more likely to answer local numbers vs toll-free/unknown

Email Best Practices

• Subject lines: Keep under 50 characters. Avoid spam triggers ("FREE", "ACT NOW", excessive punctuation!!!)
• Personalization: Include customer name, specific vehicle they inquired about, and contextual details (e.g., "Saw you're from [City] - this dealership is only 10 minutes from you!")
• Mobile optimization: 60% of emails are opened on mobile - use single-column layout, large tap targets, short paragraphs
• CTA clarity: One clear call-to-action per email ("Schedule Test Drive", "Get Pre-Approved", "View Inventory")
• Opt-out compliance: Include unsubscribe link in every email (required by CAN-SPAM Act)

SMS Best Practices

• Get consent first: Only send SMS to customers who opted in (checkbox on form, verbal consent on phone)
• Identify yourself: Start with "Hi [Name], this is [Rep] from [Dealership]" (avoid "Unknown sender" confusion)
• Keep it short: Under 160 characters ideal (avoids multi-part messages)
• Include opt-out: "Reply STOP to unsubscribe" in first SMS and every 5th message
• Timing: Send between 9 AM - 8 PM only (respect local time zones)

CRM Automation for Follow-Up Cadences

Modern dealer CRMs can automate follow-up cadences with conditional logic based on lead score, engagement, and time elapsed. Here's how to configure automation:

Automation Rule 1: Hot Lead Immediate Alert

• Trigger: New lead created with score >= 80
• Action: Send SMS alert to on-duty sales rep: "🔥 Hot lead: [Customer Name] - [Vehicle] - CALL NOW: [Phone Number]"
• Escalation: If no contact within 5 minutes, send alert to sales manager

Automation Rule 2: Email Sequence Enrollment

• Trigger: New lead created with score 40-79
• Action: Enroll in appropriate email sequence (hot = 7-day, warm = 30-day, cold = 90-day)
• Exit Condition: Customer schedules appointment, opts out, or lead score drops below 20

Automation Rule 3: Task Reminders for Sales Reps

• Trigger: Scheduled follow-up date/time arrives
• Action: Create CRM task: "Call [Customer Name] about [Vehicle] - Follow-up #3"
• Notification: SMS + email reminder to assigned sales rep

Automation Rule 4: Engagement-Based Escalation

• Trigger: Customer in cold lead cadence opens 3+ emails OR clicks any link
• Action: Increase lead score by +20 points, move to warm lead cadence, assign to sales rep

Automation Rule 5: Inactive Lead Pause

• Trigger: Zero engagement (no opens, clicks, replies) after 90 days + 12+ touchpoints
• Action: Send final re-engagement email: "Hi [Name], should I keep you updated on new arrivals, or pause for now?" If no response after 7 days, pause cadence.

Measuring Cadence Effectiveness

Track these KPIs to optimize your follow-up cadences:

Common Follow-Up Mistakes to Avoid

1. Giving Up Too Soon

Mistake: "I called twice and they didn't answer - must not be interested."

Reality: 80% of sales happen after the 5th touchpoint. Customers are busy - missed calls don't mean disinterest.

Fix: Commit to minimum 8-10 touchpoints over 30 days before marking lead dead.

2. Using Only One Channel

Mistake: "I'll just call them until they answer."

Reality: Different customers prefer different channels. Millennials/Gen Z often ignore calls but respond instantly to SMS.

Fix: Alternate phone/email/SMS. If customer responds via SMS, switch primary channel to SMS.

3. Generic Copy-Paste Messages

Mistake: "Hi, following up on your inquiry. Let me know if you have questions. Thanks!"

Reality: Generic messages get ignored. Customers can tell you didn't read their inquiry.

Fix: Reference specific details: "[Name], saw you're interested in the [Year Make Model] - I actually have 3 similar vehicles in your price range. Can I send details?"

4. No Clear Next Step

Mistake: "Let me know if you want to move forward."

Reality: Vague CTAs require customer to take initiative. High-friction = low conversion.

Fix: Propose specific action: "Can you come see it Thursday at 4 PM or Saturday at 11 AM? I'll have it ready for a test drive."

Frequently Asked Questions

Automate your follow-up cadences and never miss a hot lead.

DealerOneView CRM includes pre-built cadence templates for hot, warm, and cold leads with automated email/SMS sequences, phone call reminders, and engagement tracking. Stop losing deals to slow follow-up.

See Follow-Up Automation in Action →