What Makes Sales Email Templates Work
Most sellers are using email templates and call scripts because more outreach drives more conversations. We need to scale. However, most emails fail to provoke replies. But those that do are personalized. Yes, a personalized template.
Here's the rub: Sales email templates should help you customize — not send — faster.
Just like a good call script, effective email templates are easily personalized. Flexible. Some are even timeless. Because they use mental triggers.
If your call and email templates are completely scripted they fail. They're rigid and sound canned. They're not relevant, nor personal.
Want to start more discussions with buyers — and scale your time? Personalize your templates. Open them up. Allow for insertion of information that:
- Proves you've researched the prospect
- Sparks curiosity
- Provokes a reply inviting a discussion
The Truth About Templates
Effective message templates help you customize faster. They help you persuade customers to ask for more contact.
Quick example: I get requests like this all the time:
“Jeff, I am looking for subject lines that have great open rate and content in email to drive the sale. Please let me know if you have any templates that you can share.”
Here's my point: This person wants to push messages out. He/she wants subject lines and messages that work — at scale. We all do. But these days, sellers are pushing and pushing and PUSHING emails with marketing copy in them.
Non-personalized, catch-all emails that don't push. They don't work. They don't pull.
Pulling (attracting, provoking curiosity) is the key to success. But without personalizing your approach it's impossible to provoke curiosity in buyers. Because you never earn the right to speak.
People (in general) value more what they ask for — less what you freely offer (what you push).
Effective Templates Personalize Faster
Yes, we need to start conversations — at scale. But standard message templates take all the work out of your effort and readers feel this. That is the problem! Your goal isn't to send messages faster. It's to personalize faster.