You send a broadcast to 5,000 customers, the messages go out, and then… crickets. Was it the timing? The offer? Did anyone even read it?
At Matador AI, we've analyzed billions of dealership messages, and we've learned a lot about what gets customers to respond. Some of the findings might surprise you, especially if your dealership regularly sends SMS campaigns.
Having access to this much data is incredibly valuable to us because it helps us do more for our dealers. Our customers invest in Matador, and we want to make sure they're getting as much out of it as possible. By looking at what's working across billions of messages, we can help dealerships make smarter decisions about who to text, what to say, and how to get better results from the tools they're already using. And we think those learnings are worth sharing with the entire dealer community.
1. Sending More Texts Doesn't Mean Getting More Replies
A big CRM list is great, but blasting everyone with the same message isn't always the best way to use it. Large, unsegmented broadcasts typically get around a 1% reply rate. When dealers narrow down their audience and send something relevant, we've seen reply rates climb to 10–21%.
Think about it. Someone whose lease is ending soon is probably more interested in their upgrade options than a generic weekend sale. The same goes for a customer who recently requested a trade-in value or declined a recommended service.
2. That Perfect Send Time? It's Probably Not That Important.
If you've been debating whether to send your next broadcast at 10 AM or 2 PM, here's some good news. Our data shows that reply rates stay pretty consistent between 10 AM and 7 PM. The only noticeable dip happens around 9 AM, when replies average about 7% lower. The day you send matters a little more. Tuesday through Thursday tend to perform best, while weekend campaigns average 12% fewer replies and 11% fewer appointments.
So instead of spending all morning picking the perfect send time, focus on what you're sending and whether your team is ready to respond.
3. Customers Respond to Conversations, Not Advertisements
This one might be the biggest takeaway. We looked at which messaging habits were associated with better reply rates, and three things stood out:
That doesn't mean you should stop promoting your offers. But if you're trying to get someone to text you back, asking whether they're still interested in that Silverado might work better than another "HUGE SAVINGS THIS WEEKEND!" message.
4. Don't Send a Broadcast Your Team Can't Handle
Getting replies is only half the job. If 100 customers respond and nobody's available to follow up, you're leaving opportunities on the table.
Before launching, check your audience, verify your offers, and make sure someone can handle the conversations. Keep customers with active conversations or existing appointments out of campaigns that don't apply to them, and make sure you've covered consent and messaging requirements.
A little planning goes a long way toward turning those replies into showroom visits and service appointments.
Want to See What We'd Actually Send?
We put together 101 Dealership Texts Worth Sending: 2027 Edition, a free playbook built around what we've learned from billions of dealership messages.
Inside, you'll find 101 ready-to-use sales and service campaigns covering everything from old leads and trade-ins to declined service, lease renewals, and seasonal promotions. We've also included who to send each message to, when to send it, seven rules for better broadcasts, and a full 2027 campaign calendar.
You can take the templates, adjust them for your store, and put them to work.
[Download the Free 101 Dealership Texts Playbook]
Curious what other dealers are seeing: Are your best results coming from big database blasts or smaller, more targeted campaigns? What's been working at your store?
At Matador AI, we've analyzed billions of dealership messages, and we've learned a lot about what gets customers to respond. Some of the findings might surprise you, especially if your dealership regularly sends SMS campaigns.
Having access to this much data is incredibly valuable to us because it helps us do more for our dealers. Our customers invest in Matador, and we want to make sure they're getting as much out of it as possible. By looking at what's working across billions of messages, we can help dealerships make smarter decisions about who to text, what to say, and how to get better results from the tools they're already using. And we think those learnings are worth sharing with the entire dealer community.
1. Sending More Texts Doesn't Mean Getting More Replies
A big CRM list is great, but blasting everyone with the same message isn't always the best way to use it. Large, unsegmented broadcasts typically get around a 1% reply rate. When dealers narrow down their audience and send something relevant, we've seen reply rates climb to 10–21%.
Think about it. Someone whose lease is ending soon is probably more interested in their upgrade options than a generic weekend sale. The same goes for a customer who recently requested a trade-in value or declined a recommended service.
2. That Perfect Send Time? It's Probably Not That Important.
If you've been debating whether to send your next broadcast at 10 AM or 2 PM, here's some good news. Our data shows that reply rates stay pretty consistent between 10 AM and 7 PM. The only noticeable dip happens around 9 AM, when replies average about 7% lower. The day you send matters a little more. Tuesday through Thursday tend to perform best, while weekend campaigns average 12% fewer replies and 11% fewer appointments.
So instead of spending all morning picking the perfect send time, focus on what you're sending and whether your team is ready to respond.
3. Customers Respond to Conversations, Not Advertisements
This one might be the biggest takeaway. We looked at which messaging habits were associated with better reply rates, and three things stood out:
- 23% more replies when you ask about the customer's specific vehicle.
- 17% more replies when you keep the text under 160 characters.
- 12% more replies when the message comes from a named person.
That doesn't mean you should stop promoting your offers. But if you're trying to get someone to text you back, asking whether they're still interested in that Silverado might work better than another "HUGE SAVINGS THIS WEEKEND!" message.
4. Don't Send a Broadcast Your Team Can't Handle
Getting replies is only half the job. If 100 customers respond and nobody's available to follow up, you're leaving opportunities on the table.
Before launching, check your audience, verify your offers, and make sure someone can handle the conversations. Keep customers with active conversations or existing appointments out of campaigns that don't apply to them, and make sure you've covered consent and messaging requirements.
A little planning goes a long way toward turning those replies into showroom visits and service appointments.
Want to See What We'd Actually Send?
We put together 101 Dealership Texts Worth Sending: 2027 Edition, a free playbook built around what we've learned from billions of dealership messages.
Inside, you'll find 101 ready-to-use sales and service campaigns covering everything from old leads and trade-ins to declined service, lease renewals, and seasonal promotions. We've also included who to send each message to, when to send it, seven rules for better broadcasts, and a full 2027 campaign calendar.
You can take the templates, adjust them for your store, and put them to work.
[Download the Free 101 Dealership Texts Playbook]
Curious what other dealers are seeing: Are your best results coming from big database blasts or smaller, more targeted campaigns? What's been working at your store?
