Spending less time repeatedly writing the same message to your prospects and more time focusing on learning about their challenges probably sounds like a dream to many sales associates. With HubSpot Sales Hub, you can automate your communication quickly and easily with templates and snippets. Here is a description of each.
What Are HubSpot Templates?
Templates are pre-made emails that you can personalize and send to your HubSpot contacts, without having to create the same content each time. You can create them in seconds by accessing a library of pre-built templates, or by making your own and saving them for future use. Additionally, you can see which templates are sent, opened, and engaged with the most to reveal the ones that perform best and save you the most time.
Template Use Cases
Having access to easy-to-use templates is great — but deciding what messaging to use can be tricky. You can use templated emails for various touchpoints across your customers’ buyer journey. In all of these examples below, you can write the bulk of your message and substitute portions that reflect whichever prospect or company you’re addressing. Be sure to use personalization tokens to increase the engagement of your emails.
First-Touch Emails
These emails introduce your prospect to you, your company, and your expertise. This is your chance to begin the process of connecting on a deeper level with your prospects. The goal is to get the conversation started to focus on how your business’s services or products can help them. Keep things short, sweet, and to the point, and wrap it up with an effective CTA. Don’t forget to follow up! (Pro-tip: creating an enrollment trigger and workflow will make this easier.)
First-touch emails can be used in a variety of ways:
- Request an introduction to a decision-maker in a company
- Touch base with people you just met at a conference
- Cold emails to industry professionals that publicly share their contact information
Follow-up Emails
You can send several different types of follow-up emails depending on the actions your contact took with the first email you sent. For instance, if they respond positively by asking for more information, offer to move the conversation to a phone call, virtual meeting, or send them a useful blog or resource. If they seem very interested, ask them more about their company or ask them what their next steps are.
If they respond to you negatively, it’s best to thank them for their time and end the conversation.
If they don’t respond to your initial emails, that doesn’t mean you should give up altogether. Either the following day or upcoming week, send an additional email apologizing for not being able to connect and expanding on the content in the first.
Ending the Relationship Emails
Do you ever have a great, lengthy conversation with someone in person and then leave without saying goodbye? Most likely, no. The same goes for your emails with your prospects.
If it’s clear they do not want to proceed, send a polite follow-up email that addresses this. If it’s not clear, and they’ve stopped replying to you, you can try one more time by asking them to click on a CTA or send a witty “closing your file” email to regain their interest.
Looking for more insight on how to structure your sales emails? Consider involving your marketing and customer success teams to help align your communication efforts so your sales team can be more effective with their emails.
What Are HubSpot Snippets?
Snippets are short — 500 characters max — reusable text blocks you can use in contact, company, and deal records, chat conversations, and even your email templates. They are frequently used in conjunction with templates. If you want to keep one small chunk of text the same in an email template, but consistently update the majority of the content, snippets are the way to go.
Snippet Use Cases
You should use snippets to write simple, canned phrases that you can easily include in your related email templates. For example, you can use them for these situations:
- A description of your company
- A bio about yourself
- Overview of your company’s services or offerings
- Answers to commonly asked questions
- Contact information
- Pricing specifics
- Signatures
Get Started with Templates and Snippets
With templates and snippets, you can center your time on the more significant issues your prospects face rather than typing in “Hello, my name is” over and over again.
When appropriately used, the effectiveness of your sales process should increase. Templates and snippets are one piece of the sales strategy puzzle. A best practice is to make sure you have alignment between your marketing, sales, and service teams. Read more tips on how to start this conversation here.
To get the most out of these HubSpot features, contact us today.
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