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Email Templates Unlocked

Email templates

There are three batches of email sends in our playbook:

  • Personalised one-to-one sales outreach to specific contacts at your 'target accounts'. This is the list of companies that you've named as sales targets. Most companies will already have one of these as part of their sales strategy
  • Personalised one-to-one sales outreach to current leads
  • Marketing email broadcast to all relevant contacts who don't fall into the above two categories

Below you can find some simple templates you can use to write each of these. But before we get into body copy, let's talk about subject lines.

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Don't link to the landing page! These people are already in your CRM, so don't ask them to convert again. Link straight to the lead magnet or you're going to frustrate your precious subscribers.

It's all about the subject line

If your subject line is rubbish, your email won't get opened. It's that simple.

Unfortunately, there isn't a one-size-fits-all solution to subject lines. It's all quite context-dependent.

There's already a mountain of good advice out there on writing better subject lines. If you're looking for a useful run-down of the different approaches and examples, check out this article from Campaign Monitor. I like to keep it bookmarked for inspiration.

You can test your subject lines by dividing your email list into three segments:

  • Subject line A - sent to 20% of list
  • Subject line B - sent to 20% of list
  • Best performing out of A or B - sent to remaining 60% of list
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Make sure you follow up on emails! Don't send one and then give up. If someone doesn't open your first marketing email, change the subject line and send it again a few days later. If someone doesn't open your sales emails, drop them a friendly reminder two days later.

Sales one-to-one emails

The trick with sales emails is personalisation and just the right amount of informality. The emails need to feel like they're coming from an actual person, not a copywriter.

Here's how you can share a valuable resource with a cold contact or a current lead in a way that feels like a one-to-one message.

Subject line

Here are a few examples of how to write a conversational, informal subject line:

Here you go, {{name}}

Thought you might find this useful

Hope this helps

Body

Try to tie the email copy back to previous conversations with the lead in question, or their previous behaviour on your website.

If you've had a previous meeting

I remember you mentioning that you were interested in {{pain point / solution}}.

Just thought I'd share {{lead magnet}} we recently put together. Should help you to {{solve pain point they discussed with you}}.

Let me know what you think or if you have any questions.

If they've checked out related content

I spotted that you were interested in the {{pain point / solution}} on our website.

Just thought I'd share {{lead magnet}} we recently put together. Should help you to {{solve pain point}}.

Let me know what you think or if you have any questions.

If they're a cold contact

Great to meet you. Are you responsible for {{goal / pain point}} at {{company name}}?

If so, just thought I'd share {{lead magnet}} we recently put together. Should help you to {{solve pain point}}.

If you're not the right person to contact, I'd appreciate it if you steer me toward the right person.

No worries if you don't have time though.

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A good way to build on this cold approach is to check out the company website and social media channels, as well as their personal channels, for content that covers the same topic. You can then say, "I spotted you writing about {{pain point}}", etc.

Marketing emails

This is the email broadcast that you're going to send to all of the relevant contacts in your CRM. I like to use PASO for these emails. You can use the same structure we shared in our landing page guide.

Subject line

Here are a few examples of how to focus your subject line on customer pain points:

Sick of {{pain point}}?

Looking for a better way to {{solve pain point}}?

{{Pain point}} is {{negative outcome}}. (Here's how to fix it)

Remember: you can find lots of other subject line formats and examples here.

Body

Your customers need you to be able to {{deliver service}}. If you can't, then {{emotive agitation of negative outcomes}}.

To help you out, we recently created a {{lead magnet}}. Check it out if you want to:

  • {{solution to customer pain points}}
  • {{solution to customer pain points}}
  • {{solution to customer pain points}}

{{take action}} if you want to {{positive outcomes}}.

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