SDR Teams Should Leverage Email Templates for Scalable Prospecting
The job of a sales development rep (SDR) involves a high volume of repetitive tasks aimed at eliciting a response from a prospect. SDRs use different channels to contact prospects multiple times using similar, but slightly different, language based on the situation. The sales development leader is responsible for making the SDR team as effective and efficient as possible by providing proper guidance for this core job function.
The TOPO prospecting methodology, which consists of touch patterns, templates, and customizing messages, provides the guidance to enable SDRs to maintain the consistency required for effective prospect messaging. Developing the templates and using them appropriately creates an efficient process.
Templates for All Channels Improve SDR Prospecting
Ninety-nine percent of SDRs use email when communicating with prospects, according to the TOPO 2019 Sales Development Benchmark Report. Voicemail and LinkedIn are not far behind at 94% and 92%, respectively. SDR leaders can simply mandate that templates are the solution for prospecting with these channels; however, the permutations grow quickly when SDRs conduct 75-100 touches per day.
An SDR leader must develop the baseline templates that SDRs need to reach key prospects. The customization strategy tells the SDRs where to look for relevant information for tailoring their template, and the touch patterns tell SDRs what day to send messages and through which channels.
A repeatable prospecting formula exists, which leverages email as the cornerstone on which all other touches are built. Email templates contain the initial prospecting message, and messages on other channels refer back to the initial email. This standardized approach to prospecting helps SDR leaders spread good habits throughout their teams, as SDRs do not have to decide on their own what each and every email says.
An Email Template is the Core of Touch Patterns
To successfully schedule meetings in an efficient manner, SDR teams need a repeatable approach to message creation and delivery. SDR leaders, in partnership with marketing, should create a series of templates for SDRs. Mastery of email templates, especially their points of customization, will help SDR leaders create all types of templates for their teams.
The below SDR email example was created with a template. The recipient does not realize this is a template-based communication because it addresses a challenge she faces, and it discusses how the solution benefits other companies with a similar challenge.
A basic email template for SDR prospecting consists of following parts:
- Create Context: Begin the message by clearly stating why you are reaching out. Customize this by inserting a persona challenge or trigger event.
- Convey Value: Describe how the company helps in a way relevant to the prospect. Customize this by inserting a value proposition or use case story.
- Deliver Offer: This may appear to be just an attempt to schedule a meeting, but it really needs to be an offer that benefits the prospect. Frame this section as an opportunity for the prospect to learn more about how the company can help solve their challenge.
Things to Remember
- Emails are most effective when only 20% of the message is customized. This approach can double response rates. Use templates, insights, and prompts to easily customize prospect messaging at scale in a repeatable manner.
- Keep templates simple with one point of customization per section. Each section of the template is designed to do one thing (e.g., convey value), and the best way to make sure it serves that purpose is to add only one customized element. Not only does this make the templates more effective, but it also makes the templates easier to build and use.
- Keep messages short and relevant. Prospects will not read lengthy messages, especially ones that don’t relate to their own challenges. Write no more than three paragraphs of one to two sentences each. Preview emails on mobile devices to limit endless scrolling.
Using templates drives greater efficiency and scalable prospecting for SDR teams because it employs a proven structure and language for messages with standard customization points. Each and every message can be executed with templates that are customized based on the situation—which leads to greater response rates.