How to create and use email templates

Email templates let you create reusable email formats that maintain consistency while still allowing personalization.

What are email templates?

Templates are pre-written email structures with variable placeholders. Instead of writing from scratch each time, you:

Create a template once
Use it across multiple leads
Variables auto-fill with lead data

Example template:

Subject: Quick question about {{company_name}}

Hi {{first_name}},

I noticed {{company_name}} is in the {{industry}} space.
We've helped similar companies reduce {{pain_point}} by 40%.

Would you have 15 minutes this week to chat?

Best,
{{sender_name}}

Creating a template

Go to Settings or use templates in Sequences.

Required fields:

Name — e.g., "Cold Outreach - SaaS"
Subject — email subject line (supports variables)
Body — email content (supports variables)

Optional:

Category — organize templates by type
Tags — for filtering and search

Available variables

Use these placeholders in your templates:

Variable	Replaced with
`{{first_name}}`	Lead's first name
`{{last_name}}`	Lead's last name
`{{full_name}}`	Lead's full name
`{{email}}`	Lead's email
`{{company_name}}`	Lead's company
`{{company}}`	Lead's company (alias)
`{{industry}}`	Lead's industry
`{{title}}`	Lead's job title
`{{sender_name}}`	Your name
`{{sender_company}}`	Your company
`{{product_name}}`	Product name
`{{unsubscribe_link}}`	Unsubscribe URL

Using templates in sequences

When creating a sequence step, you can choose between:

AI Generation — AI writes the email based on instructions
Template — Use a pre-made template

To use a template:

Create or edit a sequence
Add a step
Select "Template" as the content source
Choose your template from the dropdown

The template variables are filled automatically when the draft is generated.

Template vs AI: When to use which

Use Templates when...	Use AI when...
You need exact wording (compliance, legal)	You want unique personalization
Brand voice must be precise	Lead has rich context (pain cards, notes)
Testing specific copy	You want variety across leads
High-volume, consistent messaging	Building relationship with context

Pro tip: Combine both! Use templates for follow-ups and AI for initial outreach.

Best practices

Keep it short:

3-5 sentences max
One clear CTA
Easy to scan on mobile

Personalize meaningfully:

Don't just swap names
Reference company, industry, or role
Add context from lead notes

Test your templates:

Preview before using
Check all variables resolve correctly
A/B test different versions

Organize well:

Use descriptive names
Categorize by use case (cold, follow-up, demo request)
Archive old templates instead of deleting

Template categories

Organize templates by purpose:

Category	Use case
Cold Outreach	Initial contact with new leads
Follow-up	Sequences and reminders
Meeting Request	Booking calls and demos
Re-engagement	Reconnecting with cold leads
Thank You	Post-meeting follow-ups

Troubleshooting

Variables not replacing:

Check spelling: {{first_name}} not {{firstname}}
Ensure lead has the data filled in
Missing data shows as empty or placeholder

Template not showing in sequences:

Make sure template is saved and active
Check if template matches the product
Refresh the page

Formatting issues:

Preview before sending
Avoid complex HTML
Test on multiple email clients