When used correctly, your sales email templates can be one of the most important tools in your arsenal. However, if you use them in the wrong way, your clients can end up perceiving you as lazy, inconsiderate, and sloppy. And of course, you know this isn’t a great way to begin a relationship in sales.

But how can you make sure you’re using them appropriately? It can be tricky. You need to strike a delicate balance between standardization and customization. Using sales email templates can help you increase efficiency and save time, but if you’re not customizing them before hitting “send,” you’ll seem unauthentic and, essentially, like a robot. Use your templates as a guide, but personalizing your emails for each and every client is key. And know when to send them.

When to Use Templates

You send a lot of emails, and templates are great because they help speed up the process. They remove tedious aspects from sending emails, such as addressing, formatting, heading, and signing your messages, which can add up to a lot of wasted time. With templates, you can focus on your content instead—the most important part of the sales email.

If you find yourself sending the same message often, then using an email template is ideal. You can create and save a customizable template so you don’t have to keep typing the same message over and over again to different clients. Commonly used emails, like ones used while prospecting, while following up, or while booking or confirming a meeting can be turned into templates to save time.

When Not to Use Templates

However, not every situation calls for the use of sales email templates. Sometimes, their use should be avoided and it’s best to type out an authentic, new message all together, no matter how customized you make the template. Some common situations when you shouldn’t send out sales email templates include times when you’re only sending the email out once, since you won’t need it again, when you’re in a rush because you might forget to remove placeholder text, when you’re reaching out to many different people at the same company, and when your message hasn’t been successful in the past.

How to Use Sales Email Templates Correctly

Now that you know when to send and not send templates to clients, let’s discuss some best practices to ensure that when you do send them, you’re doing so correctly.

First, be original. You can use a standard template as your base for inspiration, but make sure to change it enough to make it your own. If your sales email is too similar to an email from another rep who’s used the same template, you’ll blow your chances of getting a response.

Second, always test before sending. You don’t want to find out too late that the template has formatting issues. Preview the email before sending so you can ensure that it’ll look the way you want it to.

Third, double, triple, and quadruple check. A typo in one email is bad enough, but a typo in an email that you’re sending around a dozen times or more is even worse.

Fourth, create different versions of the same template. Switch up the wording or the content depending on your audience so you can cater to your various ideal customer personas.

Fifth, measure your success with the template you create. There are many email tools on the market that can help you figure out if your emails have been opened, if your links have been clicked, or if your messages are going straight to trash. Make adjustments accordingly.

Using email templates can create greater efficiency and save you time. Just make sure you know when and how to use them correctly in order to get a response. For even better results, use these email tricks, too.