Sales Email Templates: This Is Where You'll Get Stuck
Sales email templates don't work. Personalized messages that can be scaled do.
Nothing screams “impersonal” more than a template email script. Yet most of us (me too) use templates. The trick is to slightly personalize them.
So Why Isn't It Working?
Why is your carefully-crafted, brief-blunt-and-basic, “first touch” cold email message not earning response from prospects?
You are probably:
- Researching companies and contacts on LinkedIn.
- Focusing the message on the buyer's goal or problem, not your solution.
- Piquing interest with a case example that adds value.
- Provoking prospects to talk about themselves — not about buying (yet).
- Using referrals when possible to warm the prospect up.
So what gives?
Full stop. I'm not talking about lazy forms of personalization — the ones that seem personalized to you. You know exactly what I'm talking about: broad observations that apply to groups of prospects. They scale nicely.
But that's why they don't work.
Your personalization must be:
- Specific: Make an observation about the company or prospect that shows you aren't just spamming buyers.
- Researched: Research takes time. Taking time to research is rare. Spamming is common.
When real personalization is applied, your email screams “this isn't spam, I did my homework on you” to the reader. Literally.
3 Reasons Your Value-Added Email Doesn't Work
It's likely your message (at quick glance) looks like what's already flowing into your buyers' inboxes. And these messages are mainly from your competitors. You're blending in, from subject line to first sentence and onward.
Your personalized email still looks too much like what prospects habitually delete.
And that is a shame. You deserve better.
Here are three of the most common problems I see plaguing my seller students:
- Subject line is too specific, and common. It reveals too much about the contents.
- Subject and message are screaming, “canned/impersonal sales pitch ahead!”
- Your value-added is not provocative and your message is still not brief enough.
If your message requires scrolling on a mobile device, it's still too long. Chew it down even more. I know ... crazy, right? Try it.
If your subject line is too specific, prospects will not be curious enough to open the message. Likewise, if it reads like 90 percent of the inbound emails from your competitors do — you're sunk!