5 Tips on Becoming a Better Template Writer

Vladislav Podolyako
Oct 26, 2021
Reading duration

On the one hand, writing cold email templates is hard. The cookie-cutter approach no longer cuts it. Salesy phrases and catchy slogans mean nothing without personal value. Relying on images or modern internet trends is bad taste. 

On the other hand, cold email template writing has become more rewarding. When you manage to craft an email that drives the point home and gets your recipients hooked, you are in for a long-term relationship instead of a one-time deal. Therefore, you don’t have to invest insane amounts of money and time into constantly generating new leads. You can focus on nurturing and enriching your connections with loyal customers. 

So, complicated as it may be, cold template writing is an effort worth taking. However, how do you start writing superior cold email templates? How do you always know what to write about or how to appeal to your recipient? How do you reduce the headache of figuring out the best wording?

We've been there, done that. This is why we now have some tips to share with you, so you won't have to go through the same ordeal. You're welcome!

1. Build a template in your head

As pretentious as it sounds, creating content largely depends on how you approach it and on the structure you build in your mind. This is how most professional writers work - if all of them relied on inspiration alone, they would have never met any deadlines, annoying their audience (and editors) to no end. 

Whenever you face the task of writing a new set of email templates from scratch, you must have a great understanding of your first and final steps. Make sure to abide by that plan, write it down somewhere, keep a stick-it note at your workplace - do whatever you need to make sure that your template-building plan doesn't slip from your memory. 

A good template building plan usually includes: 

  • Research. Attach a set of links to the sources that can help you get started with gaining information about your recipient and their company (Clutch. co, AngelList, LinkedIn, Xing, etc.) Knowing how to begin your search makes it easier to dig into the pools of data and glean exclusive insights.
  • Value. Write down your unique value proposition and see how it aligns with your recipients’ success goals. Outline the benefits that are relevant to your target audience right here, right now.
  • Add proof. You think you know how to convince people of your proficiency in solving their issues and challenges. However, every prospect needs a different set of arguments and proof before they decide to give you a chance. You must figure out what marketing materials or social proof your current recipient would find the most compelling - and make them spearhead your campaign.
  • First draft. Make a first rough draft of your email template. It’s like practicing in front of the mirror before pitching your idea to the audience - you need to let the words out, give them a taste. Read your first draft out loud and see which phrase sounds nice and smooth, and which one comes off as too long or too awkward.
  • Second draft. Rewrite your template, keeping all smooth phrases in and removing any sentences that failed to roll off your tongue. Replace them with something more streamlined and sophisticated. Read the template out loud once again.
  • Final draft. The final version of your email template should be short, informative, and devoid of any grammatical errors or hints of trying to force a sale in the very first email. If you can make any phrase shorter, do it. Keep your hellos and goodbyes brief.

This is an approximate outline of how your template writing routine should look like. Can you skip writing the second draft? From our experience, we had to write more than four drafts to come up with the most appealing template. So, in theory, you can skip some of the stages, but you don't want to do it. 

2. Never come empty-handed 

No amount of stellar company descriptions and adjectives can ever replace good reports and statistics. If you can't provide numbers that let recipients evaluate your performance, you reduce your chances of being remembered and prioritized over other vendors. 

A template without solid facts attached is a superficial one. Don't forget about that. So, whenever you outline a benefit of your company or a pain point of your recipient, attaching key performance indicators (ROI, CAC, DAU) complete with numbers and percentages is essential for making your prospects care - because they see that you cared enough to do your homework and you're proud of your results. 

3. Call yourself out

We don’t mean it in a self-deprecating way, of course. Sometimes, it doesn’t hurt to break the pattern of confidence and start your conversation with something new. For example, if you know that you’re reaching out to a person during an extremely busy season or as they’re frantically getting ready to close their year, you can acknowledge that in your message. 

You don’t have to go overboard with apologies or put too much emphasis on how busy your recipient is. Just show some tact and get to the point

4. Give a helping hand 

Altruism and genuine helpfulness can get your recipients to instantly warm up to you, making further communication a smooth and pleasant process. Don’t wait until your target audience starts asking for help - when you see or suspect that they’re struggling, be the first to react and offer assistance with their problems

Some senders believe that such an approach leaves recipients apprehensive: What if you never leave them alone if they open your “helpful” email or use your exclusive trial version just once? What if now they’re obliged to work with you?

Sadly, this assumption appeared thanks to less caring business owners and marketers who try to exploit the weaknesses of their target audience by offering a bit of “free help” and then bombarding them with offers or urging them to sign a contract. 

But don't worry, we don't encourage you to be like that. All you have to do is to make sure that you give assistance, not some shallow advertising of your services. Help your prospects solve their problem with your skills and\or product, then give them some space.  

5. Add some passion 

Your recipients must be passionate about something: Sports, celebrities, TV shows, art, eco-friendly trends. Why not turn this passion into a point of contact? When your research delivers some tidbits about your prospects’ hobbies or entertainment preferences, you can use them to inject some emotion into your message and instantly gain some trust. 

Now, keep in mind that you mustn't stalk your prospects' social media profiles or pretend to be a Squid Game fan even if you hate the battle royale genre. Recognition of your prospects' passions beyond their workplace doesn't have to be creepy and fake. You only need a subtle hint. Consider giving your recipient a friendly wink before starting a conversation.

At the end of the day, we all are living human beings, and we want to be recognized as such, just a little. By revealing yourself as a fellow geek or sports enthusiast, you make yourself less of a stranger and more of a person who is probably nice to chat with. 


Improving as an email template writer is all about staying flexible and ready to try something new. At the same time, however, you must be organized.

  • Develop a method for your creativity. Build a plan to follow. It will be a solid foundation for any template you have to write.
  • Know your numbers. Provide analytical data first and foremost, cement your point with social proof or your performance metrics to ensure your recipients that you know exactly what you're talking about.
  • Give your message some soul. Think about your prospects from the caring angle. What problems are they going through right now? How can you help them? Can you do something for them even before they become your customers? What would cheer them up and put them at ease? The human approach does a lot in marketing - and you shouldn't ignore it. 

We hope that these tips will help you unleash the full potential of your cold email marketing templates and turn sales generation into a warm, fun experience for both you and your customers. 

If you want to focus on your templates more while still keeping an eye on your mailbox performance, Folderly can handle that for you. 

Vladislav Podolyako
Vladislav Podolyako
Founder & CEO
Vlad’s decades of entrepreneurial wisdom and business building experience have allowed him to successfully mentor a diverse group of business owners, entrepreneurs in growing their companies. A recognized expert in the areas of transforming organizational culture and leadership development, B2B Sales, Marketing, spent more than 10 years building technology products, with a background in communication networks and electronic device engineering.

Also you may like

How To Write a Call-To-Action Phrase for Your B2B Email
How To Write a Call-To-Action Phrase for Your B2B Email

What’s so hard about writing a compelling call-to-action phrase? Well, if you don’t try hard enough, it can come off as corny, shady or bossy. In all these cases it will end up ruining the nice first impression you managed to build. Want to get your CTAs right? Then this post is for you!