What Makes Sales Email Templates Work
Think about the last templated email you received. How quickly did you delete it? Because it was easy to spot. It felt ... mass. It read like a mass message. The sender sent it along with hundreds of others.
They pushed the words at you. But what if the seller had attracted you to the idea of speaking with them? What if you were enticed? What if their message generated a thought in your head like, “wait ... do I understand you correctly? How would that actually work?” or “sure, what's your idea?”
What if you read their cold email and were piqued? What if they pulled you?
Point blank: Nothing screams “impersonal” louder than an email message you've cut, pasted and sent. No research, no personalization. Creating no desire to ask for more contact — based on a provocation.
Yet, there is a way to provoke conversations with buyers — using templates at scale.
Personalize With Observations
One simple and quick way to create personalized templates is to “front load” your approach with an observation about your target. This lets you leverage a templated approach however, removes the impersonal, mass-email feel to the reader.
Here is a quick example to help you take action on the concept. Steve sells Web site hosting services for mid-sized retailers with e-commerce sites.
Subject: Problem with response time
Noticing your Web site has severe problems with response times. For example, your e-commerce pages take so long to load customers may abandon and buy at a competitor. Many images are also broken. Like on your main sweatshirts page.
You aware of this? I have an idea. But only if you're open to it.
Are you open to a different approach to fixing these problems? The costs involved may surprise you.
Let me know what you decide, Steve.