THE ONLY GUIDE TO SALES DEVELOPMENT

EMAIL TEMPLATES

YOU’LL EVER NEED

CONTENTS

Fundamental #1: Develop an Outreach Strategy

Fundamental #2: Get Prospects To Open Your Email

Fundamental #3: Keep Prospects Engaged

Fundamental #4: Never Stop A/B Testing

An Example:

Email Template #1:

Email Template #3:

Email Template #4:

Email Template #2:

...1-2

...3

...4

...5-6

...7

...8

...9

...10

...11

With such high traffic, how do you stand out?

We’ve seen customers send some incredible sales emails. And plenty of terrible ones. Before we share the templates, we’ll explore four fundamentals that lay a solid foundation for your entire email outreach process.

Using these concepts and examples, you’ll be able to create email templates that generate more opens, clicks, and responses — effectively scheduling more appointments and demos.

There are over

108.7 billion business emails sent and received every day.

FUNDAMENTAL #1

Develop An Outreach Strategy

The quality of your emails falls by the wayside if there’s no process in place. Even the best personalized one-off email doesn’t scale.

If you haven’t defined a strategy, you absolutely need to.

A great starting point is the 7x7 outreach strategy, using seven touches over seven days, three of which are through email. It looks like this:

Day one: Send your first email and a phone call. Leave a voicemail.Day two: Send your second phone call, no voicemail.Day three: Send your third and fourth call. Leave a voicemail on the fourth call only. Day four: Send email number two.Day five: No touches.Day six: No touches.Day seven: Send your last email.

It’s easy to adapt this strategy to your own deal cycle and ideal customer profile.

1

FUNDAMENTAL #1

Develop An Outreach Strategy

VP of Marketing

VP of Sales

GeneralContractor

Let’s take a look at what outreach could look like for different roles. Let’s say you are reaching out to a...

Target your steps specifically to the job title and industry you’re reaching out to. You will now have a defined email process for every new rep on your team to email prospects. Now that you have a cadence, it’s time to dive into email specifics.

Use an email heavy cadence and touches on social media. They will likely have other sales reps reaching out to them, pitching similar tools during the course of their busy, everyday schedule. Getting them on the phone will be difficult. Personalization is crucial to get their attention. Do enough research to reference something that will intrigue them to open the email — anything from a blog post they might have written to an interesting post on social media.

They are on the same channels as you, living on the phone and in email so that’s where you should reach them. Use an even balance of both to work up to a demo.

For more blue collar jobs, focus on phone outreach (maybe even texting) since these people will typically be in the field or on the move for a significant part of their day and won’t have much time to answer emails.

2

FUNDAMENTAL #2

Get Prospects To Open Your Email

What do prospects see when they get an email? The sender’s name, subject line, and the first few words in the first sentence:

That means that your subject line is priceless. To new prospects, it’s the ultimate first impression. It could mean the difference between a 50% and 10% open rate, and whether or not you’ll hit this month’s quota.

Test them all: Short, long, vague, and humorous subject lines have run the spectrum. But they’re all situational. And dependent on your business.

As you begin to test, use one subject line for your first email. Then test another for the same period of time, changing just one element at a time. Keep tweaking it until you’re happy with the open and reply rates.

It’s important to note that what works today might not work tomorrow. One rep that has a particularly effective and unique subject line will end up being copied by other reps, until that strategy has run the gamut. Pay attention to your open rate on particular emails so you know when it’s time to change it up.

Always be testing to find better body content.

3

FUNDAMENTAL #3

Keep Prospects Engaged

Subject line? Check.

Now it’s time to write the body of your email. There are a few high-level objectives you need to keep in mind as you do this:

• Provide value: No matter what you sell, you have to clearly communicate how you can help your prospect. Bold or italicize value propositions to build visual hierarchy within the email.

• Include a call to action: Give a prospect something actionable to do from your email. It can be anything from a link to a case study or piece of content to an invitation to talk on the phone.

• Personalize the email: Do something to give the email a personal feel. At the very least include dynamic tags. This will automatically pull fields such as first and last name or company, personalizing at scale. Even better, include specific details to the company or references to personal interests to show you did your homework. Using a P.S. line is a great way to do this.

4

FUNDAMENTAL #4

Never Stop A/B Testing

Testing has been mentioned in every section so far, so it’s obviously a key fundamental aspect.

Kissmetrics studies show that A/B testing templates can improveyour revenue by ten percent.

Even if you base your emails off a specific case study or successful business strategy, you need to test it for yourself. SalesLoft’s Cadence tool makes it simple to see all your emails, views, click throughs and replies:

5

FUNDAMENTAL #4

Never Stop A/B Testing

Click Through Rate =

Prospects who Clicked

Emails Sent - Emails Bounced

For email body content, it’s click rate — or even better, reply rate:

Knowing these, you can hold either subject line or email body constant while you test different derivations of the other. Set the metrics that you’ll be measuring and what will make them statistically significant — whether it’s a period of time or a certain number of prospects who have received it.

Even if a response is negative and includes an objection, “I’m not currently interested,” or “We’re happy with our current solution,” it starts a conversation and gives you a talking point that you can overcome with a little verbal judo.

Know exactly what you’re measuring and how you’re measuring it. For the subject line, it’s open rate:

Open Rate =Emails Opened

Emails Sent - Emails Bounced

6

Hey {{Prospect}},

{{SDR name} here with {{company}}.

The reason I am reaching out is {{something that relates to the space you sell into.}} I speak with {{relevant prospect title}} every day and they tell me {{problem most customers are facing}}.

Can we jump on a call {{2_business_days_from_now}}?

Thanks,{{SDR name}}

P.S. {{anything that can serve the sole purpose of prov-ing you are a human}}

Subject: Must catch attention and be able to be read on a mobile device. Keep it fresh.

Now let’s tie all the fundamentals together into some example email templates.

First, here’s the basis of what a good sales email looks like:

7

Hi {{first_name}},

I’ve done some research on {{company}} and am incredibly excited to share a few ways SalesLoft can help you reach out to new business:

• You’ll be able to send real emails, not spam. Every email will send through your own server, not a transactional or 3rd party system

• Since {{company}} has been growing so quickly, spending less time manual setting reminders and sending one-off emails will help you scale efficiently

• You will be able to integrate SalesLoft smoothly with your CRM and spend time on more important tasks, like coaching your team

There are plenty more possibilities I’d love to discuss with you.

Can we carve out some time {{3_business_days_from_now}}?

Cheers,Greg

Subject: 3 Ways SalesLoft Can Help Company X

TEMPLATE #1

You’ve really done your research here. Enough to suggestthree things that you think can really help them.

Dynamic tags provide scalable personalization.

8

Hi {{first_name}},

I recently read your blog post “4 Signals That Help Sales Development Reps Know When To Reach Out” and wanted to bring SalesLoft Cadence to your attention. Since our SDR team has been using Cadence, we’ve seen a spike in the number of demos we’ve been able to set. Would a platform that manages your entire outreach process be right for you?

I would love to chat further and learn more about your ideas selling. How about this Wednesday (2/17) at 11am EST?

Cheers,Greg

P.S. Can you recommend any other articles about outreach?

Subject: How are you reaching out to prospects?

TEMPLATE #2

You did your research and read a blog they wrote. Not only that, but it relates to your product, affording a smooth transition.

The P.S. line suggests genuine interest in learning more.

9

Hi {{first_name}},

I’ve had several conversations with {{title}} in the {{industry}} industry recently, and they’ve been telling me that they’re having trouble keeping track of their email and phone outreach.

The Cadence tool can help you increase your demos and qualified appointments by 300% by providing a complete platform for your outreach. (And also integrates smoothly with Salesforce.com, which I believe is your CRM.).

I’d like to show you how we can help take your sales organization to the next level by making outreach both faster and easier.

How about 15 mins next Tuesday?

Cheers,Greg

Subject: How predictable are you, {{first_name}}?

TEMPLATE #3

The subject line is intriguing. What’s coming next?

You can be trusted. This prospect wouldn’t just be taking your word for it - you’ve been talking to their peers and understand the problems they’re facing.

The bold value proposition really pops.

10

Hi {{first_name}},

I have tried to reach you a few times over the last week to talk with you about the easiest and fastest way to prospect using Linkedin.

We have not been able to connect, which leads me to believe:

1) You do want more targeted prospects and their contact info, but haven’t had time to respond.

2) You are interested, but now isn’t the right time. Next month would be better.

3) You have no interest in discovering how to unlock Glengarry leads and are actually on the market for a new set of steak knives. Please let me know which one it is as I’m beginning to worry...

Cheers,Greg

Subject: Is this goodbye, {{first_name}}?

TEMPLATE #4

You provide options and simply ask for a response.

You have tried reaching out with previous emails and calls. Nothing. A little humor goes a long way.

11

This publication was created by SalesLoft to help businesses learn best practices for building sales development teams.

SalesLoft offers its clients the simplest way on the internet to build accurate lists of prospects and convert them to qualified appointments and demonstrations. SalesLoft’s Prospector product automates list building through the power of social networks and syncs contact information directly to existing CRM systems, while the Cadence application allows sales development teams to build and execute their own unique processes of sales development emails, phone calls and social drips.

Visit the SalesLoft website for more information on sales development best practices or follow us on Twitter @SalesLoft.

You are welcome to re-publish excerpts of this book, provided they are attributed to SalesLoft. Share the book in its entirety with anyone you think would be interested.

About the Book

About SalesLoft

More Information

Now that you’ve read this ebook, it’s your turn to start developing a cadence, crafting clever emails, and scheduling demos!