Whether you’re prospecting for warm leads, following up with a previous phone conversation, or even providing documentation on your product’s specifications - you’re going to have to send an email eventually.
In fact, it’s likely you’ll have to send dozens of emails every day. This means you’ll have to use a lot of the same text from one message to another, but you would still need to change a few words here and there to demonstrate your relationship with the customer.
Nobody wants to get an email that’s obviously automated and impersonal, but this doesn’t mean you’ll have to manually re-enter the same text over and over (especially if you have the right time-saving CRM).
Wouldn’t it be better to simply be able to focus on the parts of your email that are going to make the biggest difference? That’s where email templates come in.
4 best practices for using and customizing email templates
Using email templates saves you time and allows you to increase your number of outreaches. However, choosing or customizing your own email template is no exact science.
Even if you have your own unique style for capturing attention, there are some key points to keep in mind if you want your email to have the best chance of success.
1: Consider your subject line.
It’s a well-studied phenomenon that people are far more likely to open your email if it contains their name in the subject line, so if possible, include your prospect’s name in the subject line.
This is especially true with cold emails where you’re a complete stranger to the person.
Additionally, keeping it concise, specific, and personal is key. Examples of widely popular subject lines are:
- “[Introduction e.g., “Hello”] [name]" or "[Introduction] [your name/company] <> [their name/company]”
- “[Name of their company]”
- “Trying to connect”
- “Quick request”
2: Email body: get to the value quickly
The first sentence in the body of your email is even more important than you may realize.
Many email clients will display the first few lines of text in the body of an email alongside the subject line. So this means the first chunk of text in your email body will be visible without even opening the email in the first place.
A little empathy will go a long way here – think of what it would take to even generate your own interest in the first five seconds of the email.
3: Make it personal
This is often the only text you’ll actually be typing. These are the tidbits that touch on your client more personally.
The template does all the heavy lifting and lets you focus on parts of your email that will resonate well with your prospect. This is especially important with follow-ups and re-opening channels. Ways of adding a little heart to your email can include:
- Using names of people, companies, and products.
- Validating what they do and their company’s mission.
- Addressing any concerns, risks, or problems they’re currently facing, and how you can help them.
- Referencing any notes you’ve made in your previous discussions.
4: Get feedback and apply
It’s important to get feedback on how you’re coming across. Some people will even seek the advice of their own loyal customers and investors to help them gain feedback on their email templates. Ask:
- “Would you open this email?”
- “Would you reply to it? “
- “What is clear and what is unclear?”
- “How did this email make you feel?”
Five sales email templates written by the pros
Now that we’ve talked about some of the best practices to use, let’s have a look at these basic email templates you can use all day, any day.
Got a favorite template you’d like to share with the rest of the class? Leave a comment below and tell us more.
1. Template name: Cold email template