If you're using Phoneburner, you know it can save you hours dialing, but let’s be honest: most default email templates are about as exciting as a tax form. If you’re hoping to actually get replies—or at least avoid the spam folder—you’ll want to tweak those templates before you hit send. This guide is for anyone who wants their Phoneburner emails to sound less like a robot and more like a real person who gets results.
Let’s skip the marketing fluff and get into what actually works.
Why Customizing Templates Matters
You’re competing with hundreds of emails every day. People can spot a canned pitch a mile away. Customizing your Phoneburner templates isn’t about being “unique” for the sake of it; it’s about showing you’re a real human who’s worth their time.
What does “higher engagement” mean here? More opens, more replies, fewer spam complaints. That’s it. Don’t overthink it.
Step 1: Audit Your Existing Templates
Before you start rewriting everything, take a hard look at what you’re already sending. Most people rush this step. Don’t.
What to look for: - Generic intros: “Hope this email finds you well…” Nobody cares. - Length: If it’s longer than your phone’s screen, it’s too long. - Jargon: If your competitor wouldn’t understand it, neither will your lead. - Missing personalization: If every email looks the same, you’re doing it wrong.
Pro tip: Pull up your last 10 sent emails and read them aloud. Cringe? Good. Now you know what needs fixing.
Step 2: Identify What Actually Needs Customization
Not every part of an email template needs to be custom-tailored. Focus on what moves the needle:
- Subject line: This is make-or-break. If your open rates are low, start here.
- Greeting: Use first names. Never “Dear Sir/Madam.”
- First sentence: Show you did a little homework. Mention something relevant.
- Body: Keep it short, skip the fluff.
- Call to action: Be clear—what do you want them to do?
- Signature: Include only what helps (name, phone, LinkedIn—skip the inspirational quotes).
Ignore: Fancy HTML, big images, or anything that looks like an ad. Spam filters love those.
Step 3: Make Your Templates Sound Human
Here’s where most people mess up. They try to sound “professional” and end up sounding stiff. People reply to people, not robots.
How to sound more like you: - Write how you talk. If you’d never say “touch base,” don’t write it. - Use contractions (“I’m,” “you’ll,” “we’re”). - Be upfront about why you’re reaching out. - It’s fine to be direct: “I’ll be quick—this is about…”
Examples: - Bad: “I wanted to reach out and introduce myself as your new account representative.” - Better: “Hey Sam, I’m your new point of contact at Acme. Got two minutes to talk goals?”
Pro tip: Send a test email to yourself. If you wouldn’t reply to it, neither will anyone else.
Step 4: Personalize Without Losing Your Mind
Personalization isn’t just about using someone’s first name. But don’t fall for the “hyper-personalization” hype unless you have hours to burn.
What’s worth personalizing? - Company name - Job title or role - A recent news item or achievement (if easy to find) - Something specific to your last call or meeting
How to do it in Phoneburner:
- Use merge fields—like {FirstName} or {Company}—sparingly.
- Create a few “template variants” by industry or persona.
- Add a one-line custom intro or P.S. when you can.
What to skip: - Overly clever references to someone’s dog, favorite band, or last tweet (unless you’re sure it’s relevant). - Long-winded personalization that takes more time than the deal is worth.
Step 5: Refine Your Subject Lines for Opens
Subject lines are tricky. Most are either too boring or too spammy.
What works: - Keep it short (5-7 words, tops). - Make it clear what’s inside. - Avoid ALL CAPS, exclamation points, or “Re:” if it’s not a reply. - Use natural language, not marketing speak.
Examples: - “Quick question about your 2024 goals” - “Following up from our call” - “Resource for [Company]’s sales team”
What to avoid: - “Act now!” or “Limited time offer” - Emojis (unless you’re emailing Gen Z about sneakers) - Anything that sounds like a newsletter
Pro tip: If you’re not sure, A/B test two subject lines. Use the stats in Phoneburner to see which gets more opens.
Step 6: Streamline for Mobile
Most emails are opened on a phone. If your template looks good only on a desktop, you’re missing half your audience.
Checklist: - Use short paragraphs (1-2 lines). - Bullet points help skimmers. - No big images—keep it mostly text. - Test send to your own phone before going live.
What doesn’t work: - Multi-column layouts - Big banners or logos up top - Huge blocks of text
Step 7: Add a Clear, Low-Pressure Call to Action
The best CTAs (call to actions) are simple and not pushy.
Effective CTAs: - “Can you point me to the right person?” - “Open to a 10-minute call this week?” - “Is this even on your radar?”
Avoid: - “Let’s schedule a demo at your earliest convenience.” - “Click here to learn more about our revolutionary platform.” - Anything that sounds like a script.
Pro tip: The easier it is to respond, the more likely you’ll get one. Even a “not interested” is better than silence.
Step 8: Test, Track, and Tweak
Don’t set it and forget it. What works in January might flop in June.
How to keep improving: - Use Phoneburner’s analytics to track open rates and replies. - Try one change at a time—subject line, intro, CTA. - Every month, review which templates get responses and which get ignored. - Ditch what doesn’t work, double down on what does.
Ignore: Anyone who tells you there’s a silver bullet template. There isn’t. It’s about small improvements, over time.
Step 9: Save Time with Smart Use of Templates
Don’t reinvent the wheel for every prospect. Instead:
- Build a library of 3-5 core templates for your most common scenarios.
- Use merge fields wisely, but always check the preview before sending.
- Set up snippets for quick one-off personalization (like a custom intro line).
- Share your best-performing templates with your team—no sense in everyone making the same mistakes.
Quick Recap: What Actually Matters
- Keep it short and human.
- Personalize the stuff that counts.
- Make it easy to read and respond—especially on mobile.
- Always test and tweak.
Don’t get hung up on fancy formatting or clever tricks. The basics work. Pick one template to improve this week, try it out, and see what happens. Iterate, adjust, and remember: the goal is more replies, not more emails sent.
You’ve got this—keep it simple and keep learning.