Outbound sales professionals are always looking for tips and tricks to increase their conversion rates. One of the most important tools is a stable of strong email templates. If you are in the business of developing leads, you are going to be doing a lot prospecting, and fielding a lot of the same questions/objections repeatedly. To increase efficiency, it is helpful to have a stored bank of email templates for common responses, then you can adjust accordingly to the individual situation, and efficiently respond without having to spend a long time perfecting your email copy.
In pursuit of the perfect cold email, many reps are tempted to take a shortcut by finding templates that other people have used for success. Normally, this type of idea (borrowing an established convention you know has worked for others) seems like a great move, and is something I would normally encourage. However, in the realm of email templates, it is downright dangerous.
This is because emails decay. What works today is not guaranteed to work tomorrow. As the email zeitgeist evolves, so must your messages. This issue is exponentially compounded by emails that are posted publicly online. When you search for cold email templates online, the first page is loaded with examples. One of those examples boasts some pretty high stats, the subject line “Appropriate Person”. At my last company, I once received three “Appropriate Person” emails in the same morning. To make matters worse, I was in a meeting that morning and when checking my emails I read all three of them at the same time, cringe!
If your cold email template is based off of the first few results on Google, you are always behind the latest trends and are using the same template as tons of other people. You need to approach email templates as an iterative process, that should constantly be tested and improved to continually optimize your conversion rates.
Aaron Ross, the author of Predictable Revenue when asked about emails in an interview with David Skok said, “I won’t be sharing email templates in this book for two reasons which I will describe in a section just on email.” I wouldn’t want to spoil the answer, and if you don’t own a copy of Predictable Revenue, then you really should, but you should be able to understand why he is saying this.
The most important aspect to sending a great cold email is actually going through the iterative process to develop that email. By sending a lot of bad emails, you learn about what works and what doesn’t, what types of responses different emails will get, and how adjusting elements of the email will change the perception of your message. You can then use these tactics to influence the conversations and sales opportunities that come from the emails.