If you’re sending sales emails (or LinkedIn DMs, or really any kind of cold outreach), you already know the problem: prospects ignore generic templates. You also don’t have time to write every message from scratch. This guide is for anyone using Outreach who wants better results with less wasted effort.
Here’s how to build outreach templates that feel personal—even when you’re sending them at scale—and actually get people to engage.
Step 1: Get Real About What “Personalization” Means
Let’s clear something up: swapping in someone’s first name is not personalization. Everyone does that. Most prospects know it’s automated, and they tune it out.
Personalization that works is about relevance. That means: - Showing you did some homework (but not writing a novel) - Referring to something specific about their company, role, or recent activity - Connecting what you offer to a real pain point or goal they have
What to skip:
- Overly gushy flattery (“I love your recent LinkedIn post!” — unless you actually did)
- Generic comments (“Saw your company raised funding!” — so did everyone else)
Pro tip:
You don’t need a unique snowflake opener for every email. You just need the parts that matter to feel tailored.
Step 2: Map Out Where Personalization Actually Belongs in a Template
Most templates can be broken down into 3-4 parts: 1. The opener (why you’re reaching out to them, specifically) 2. The value prop (what you’re offering and why it matters) 3. The ask (what you want them to do next) 4. (Optional) The PS or extra hook
Figure out which parts can be “fill in the blank” and which parts can stay the same for everyone.
Example: - Opener: 100% personalized (one or two sentences) - Value prop: 80% reusable, with a line that can be tweaked for relevance - Ask: 100% reusable
What doesn’t work:
Templates that try to personalize every single sentence. It’s a time suck and doesn’t move the needle.
Step 3: Build a (Smart) Template Skeleton in Outreach
Within Outreach, you can create templates with merge fields for things like name, company, industry, etc. But don’t just stop at {FirstName}. Think through what you can automate and what you’ll want to fill in yourself.
Template skeleton example:
Hi {FirstName},
I noticed [personalized opener about their company/project/role].
We help [similar companies] solve [problem] by [your solution]. In your case, I thought it could help with [specific challenge or goal].
Would you be open to a quick call next week?
– Your Name
Where to personalize manually: - The opener (based on research) - The “in your case” line (connects your solution to something specific about them)
What’s fine to automate: - Greeting - Your general value proposition - The ask and sign-off
Step 4: Do “Just Enough” Research—Don’t Get Stuck in the Weeds
You don’t need to spend 10 minutes per prospect. Here’s what actually pays off: - Check their LinkedIn headline or About section - Skim recent company news or blog posts - Look for mutual connections or shared interests (but don’t force it)
Skip: - Deep dives into every podcast they’ve ever been on - Flipping through 20 pages of their company’s website
Fast research checklist: - What’s their role, in plain English? - What’s their company actually do? - Any recent event or announcement that’s relevant? - Any obvious connection between what you offer and what they might need?
Jot down one note per person. That’s your personalized opener.
Step 5: Write a Few “Personalization Hooks” You Can Reuse and Adapt
You’ll notice patterns after a while—common challenges by industry, typical pain points by role, etc. Save yourself time by writing a bank of “hooks” you can quickly tailor.
Example hooks: - For HR: “I saw your team is hiring for several roles—bet that’s keeping you busy.” - For SaaS: “Congrats on the new product launch. Curious how you’re handling user onboarding at scale.” - For IT: “Noticed your tech stack includes Salesforce—are you running into any integration headaches?”
How to use:
Drop in the relevant hook, then tweak a word or two to make it specific.
What to ignore:
Trying to reinvent the wheel for every prospect. Most people in similar roles have similar headaches.
Step 6: Make Your Value Prop About Them, Not You
The biggest mistake? Making your outreach a mini-ad for your company. No one cares about your awards, your “leading-edge platform,” or your mission statement. They care about their own problems.
Instead: - State the problem or goal you help with, in plain language - Connect it to something you noticed in their company - Keep it short—two sentences is usually enough
Don’t:
- Paste your website’s “About Us” into the template
- Use jargon (if you wouldn’t say it to a friend, don’t write it)
Example:
“A lot of [industry] teams I talk to are spending hours manually tracking [problem]. I thought you might be running into something similar with [company’s tool/process].”
Step 7: Keep the Ask Simple and Low-Pressure
Don’t overthink the call-to-action. All you want is a reply, not a signed contract.
Good asks: - “Would you be open to a quick 15-minute call next week?” - “Is this something you’re thinking about right now?” - “Happy to send more info if that’s easier.”
Bad asks: - “Can you send me to the decision-maker?” - “Please review the attached 10-page deck.” - Anything that sounds like you’re reading from a script
Pro tip:
If your template reads like a mass email, rewrite it. Aim for how you’d actually talk to someone.
Step 8: Test, Tweak, and Don’t Get Precious
The truth: Even a great template can flop. Test different openers, hooks, and value props. Track what gets replies (not just opens). Ditch what isn’t working.
Try: - Sending a batch of emails with one template - Tracking reply rates in Outreach (not just open rates) - Swapping in a new opener if you’re getting crickets
Don’t: - Stick with a dead template because you spent a lot of time on it - Change everything at once—small tweaks are easier to measure
Step 9: Avoid Common Pitfalls
A few things to watch out for: - Over-personalizing: If it takes longer than 2-3 minutes per email, you’re doing too much. - Being too generic: If your opener could apply to anyone, it’s useless. - Forgetting to proofread: Merge fields break. Double-check before you hit send. - Using fake familiarity: Don’t pretend you know the person or their company better than you do.
Remember:
It’s better to send 20 solid, semi-personalized emails than 100 generic blasts.
Step 10: Save Your Best Templates—and Keep Improving
Once you’ve got a template that’s working, save it in Outreach. Build a small library: - A general cold outreach template - One for specific industries or roles (keep it to 2-3 max) - A follow-up template
Resist the urge to create 10 versions. The more templates you have, the less likely you are to keep them updated or know which one’s working.
Quick tip:
Set a reminder to review your templates every month. Cut what isn’t working, and keep the winners.
Keep It Simple — And Keep Iterating
Personalization isn’t magic. It’s about being relevant, being brief, and not wasting people’s time. Start with a basic template, personalize the parts that matter, and keep tweaking as you go. Forget the hype—just focus on what gets real replies and you’ll be ahead of 90% of the crowd.