Email outreach templates are overrated. What should one truly focus on?

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Often, we come across materials where outreach specialists promise that the right email can do it all.

Why I don't believe in email templates and cold email outreach

• A potential client has no intention to buy - the right email will create this need!
• A potential client does not trust our company - the right email, with few facts will convince them!
• A potential client does not understand how your product or service will help them - the right template with 200 words will answer and persuade them.

Sometimes you might want to ask these people if they would trust an email from someone they don't know with promises that their product will change your business?

Email outreach can be incredibly effective if you set the right expectations.

What to expect from a good email?

Its effectiveness is high only when the outreach goal aligns with the communication channel's capabilities. It's crucial to maintain a balance between the channel's capabilities and the value it conveys.

Let's imagine a scale of value delivery from 1 to 10. Each communication channel has its maximum potential, which is multiplied by the sender's reputation. Yes, email outreach can help acquire a customer after the first email if the sender is Elon Musk.

From the perspective of delivering value and gaining trust, email outreach scores 4 out of 10, while I can provide a value of 10 only through live face-to-face communication.

The more points, the more value you can convey, gain more trust and interest. When we try to sell immediately through email, we are simply expecting a miracle from the email.

We cannot demand more from an email than it can actually deliver, considering the background of our company.

And the reality is that in 80% of cases, an email from a young, unknown company will either go to spam or be ignored. Your startup position does not allow you to be a trusted sender.

Offering more than an email can convey leads to distrust and mentally categorizes the email as unnecessary.

What should be communicated through email:

• Event invitations
• Informational newsletters
• Engagement in spreading information (e-books, materials)
• Personalized offers (if they are genuine)

What should not be communicated through email:

• Attempting to immediately get a potential client by directly selling a targeted service or product.
• Proposal to schedule a call (without preparation and background)

There was a time when cold outreach helped identify a potential client at the bottom of the sales funnel and immediately get a booked call or website inquiry, but that time has passed.

Regarding email templates in general.

Yes, most of them have quite correct advice that really helps you achieve your goals. However, they often deceive regarding what goals they can solve, forcing you to shift responsibility and the process of getting potential clients onto some email template.

At the same time, they ignore the following facts in communication with your audience:

• Lack of need
• Whether your potential client is actively seeking solutions
• Lack of trust
• Lack of understanding of how to use your product

It's worth finding the courage to review the marketing strategy entirely rather than just changing one template for another.