How to Write an Email Template Your SDRs Will Love

It’s the nature of an SDR’s job to have a lot of prospecting ground to cover, and it’s often a challenge for them to be personable and build relationships when they’re interfacing with so many potential customers a day. 

Yet, from a marketing perspective we know that forms of spam communication and generic content garners low engagement and isn’t effective in the long run. So what can marketers do to help bridge this gap?

The answer is to have a prescriptive solution that SDRs can easily incorporate into their daily routines. Start with the lowest hanging fruit — develop email templates that SDRs will love using in a variety of prospecting situations.

Creating these SDR email templates  are part of my role here at Salesforce. Read on to learn our best practices for creating email templates your SDRs will love.

Focus on a Few Key Prospecting Scenarios to Start With

Narrow in on a few prospecting scenarios that SDRs commonly come across, and think about ways that you can build personalization into those email communications. A couple we suggest starting with:

The Sales Introduction: Every relationship starts with an introduction, and the best way to make a lasting impression is to find a way to provide some type of value up front. This is where you can incorporate some personalization, as simple as providing your expertise through a quick consultation/evaluation, or offering best practice industry advice. 

Example Opening: As part of the {!Account.Name} team here at [Company Name], I get to work with many growing businesses like yourselves, to help boost productivity and close more deals. I’d like to offer a free consultation where I shadow your sales operations, and advise on how to adopt [X Industry] best practices!

 

Trigger Event: These triggers can be a myriad of things — the customer doesn’t like their current solution, business model changed, sudden business expansion, etc. To bring a touch of personalization during a trigger event, address the trigger and demonstrate how you can help the customer take advantage of this new change. 

Example Opening: Congratulations on your startup funding! Curious how businesses like [Example customers] grew from startups into household names? [X product] played an important role in their scale and growth.

Use Simple Formatting and Supporting Evidence  

Since SDRs work to engage a cold audience, you want to make sure your message is concise and clear. Adopt an email template format that is direct to the point, and highlights key takeaways. 

A good method to break-up text heavy emails is to use 3-5 bullet points in the meat of your email, so that it’s easy to skim and remember. 

Additionally, provide examples that demonstrate the value your product or solution can provide. Here are two main ways to boost a value statement:

  • Add stats and measurable results. Sprinkle these stats in your subject lines, the body of your email, and/or your call-to-actions. 
  • Use customer stories that serve as live examples of what a prospect can expect to experience from your product or solution. Give SDRs the flexibility to add in customer stories they think will resonate with unique prospects. Third party reviews and short testimonials also add color and context to your email.

Incorporate content Call-to-actions

An email should always close with a clear call-to-action (CTA). For SDRs, adding in educational resources for prospects is a great tactic to try and create more customer touchpoints. 

Here are some examples of types of content that would be beneficial to include as a CTA in your email templates:

  • A comparison chart of yourself and competing solutions
  • E-books about industry trends and research reports
  • Blog and 101 articles to educate the reader
  • Customer reviews and testimonials

Adding personalization to these email templates demonstrates to prospective customers that you can contribute personalized value to their businesses. And making personalization easy for SDRs to incorporate in their communications helps them make lasting impressions that hopefully lead to meaningful relationships. 

Looking to learn more about the relationship between Marketing and SDRs? Join us for our upcoming Dreamforce session,  3 Secrets to Aligning Sales & Marketing. During this session, Tracy Eiler, CMO at InsideView, will discuss how culture and processes work together across the customer journey, why the sales development (SDR) team can be the key integration point, what technology stack best supports alignment, and the best metrics to measure marketing and sales alignment. Register here.