If you run sales, you know the pain: copy-pasted emails, “personalized” templates that sound like a robot wrote them, and teammates wasting hours reinventing the wheel. This guide is for sales teams that want to actually use their email tool—specifically, those who want to build custom email templates in Mailgenius that don’t suck.
We’ll go step by step, from the blank screen to a template your whole team can use. I’ll call out what works, what to ignore, and how to avoid the classic mistakes that make sales emails go straight to the trash.
Why bother with custom templates?
Let’s get this out of the way: most “out-of-the-box” templates are useless. They’re generic, overused, and get ignored. If you want replies (not just sent emails), you need templates that:
- Sound like a real person wrote them
- Fit your product, your voice, and your sales flow
- Are easy for the team to tweak, not just “fill in the blank”
Mailgenius makes it easy to create, save, and share templates. But the software won’t magically make your emails good. That’s on you.
Step 1: Map out what you actually need
Before you log in and click around, get clear on what you want to build. Don’t just copy the first Google result for “sales email template.”
Ask yourself:
- Who are your typical prospects?
- What’s your main goal—booking demos, getting replies, starting a conversation?
- How many types of emails do you send? (e.g., cold outreach, follow-up, post-demo)
- What info do you always need to include?
Pro tip: Write out your main email flows on a notepad or whiteboard. This keeps you from overengineering things once you’re in the tool.
Step 2: Set up your team in Mailgenius
You can’t share templates if your teammates aren’t in the system. If you’re flying solo, skip ahead.
To add teammates: 1. Go to “Settings” or “Team Management” in Mailgenius. 2. Invite users by email. Assign roles if you care about permissions (most teams are fine with everyone having edit access). 3. Make sure everyone verifies their invite and can log in.
Why bother with teams? - Shared templates mean less duplication. - You can track who’s using what (and what’s working). - It’s a pain to do this after you’ve already set up templates.
Step 3: Start a new template (don’t overthink the blank page)
Now, the fun part. In Mailgenius, go to the Templates section and hit “Create New.”
You’ll see a blank editor. Don’t freeze up—just start with your most common email. Usually, that’s a first-touch cold outreach.
Parts of a good sales email template: - Subject line: Short, specific, not clickbait. - Intro: Mention something relevant (company, role, or problem). - Body: Explain why you’re reaching out. Keep it brief. - Call to action: Be clear—ask for a reply, a call, or a yes/no. - Signature: Make it human, not a wall of legalese.
What to skip: - Long company bios (“We’re a leading provider of…”—nobody cares) - Overly formal language - Gimmicky “last chance” lines unless you’re actually on a deadline
Example outline:
Subject: Quick question about [prospect’s company or goal]
Hi [First Name],
Saw that you’re [something specific about their company/role]. I work with teams like yours to [solve problem X].
Would you be open to a quick call next week to see if this might help?
Thanks, [Your Name]
Step 4: Use variables (but carefully)
Mailgenius lets you add variables—things like [First Name], [Company], [Your Product], etc.—so your emails aren’t 100% copy-paste.
How to add variables in Mailgenius:
- In the editor, look for the “Insert Variable” button or use brackets like [First Name].
- Double-check which variables are supported. If you make up your own, you’ll just send out “Hi [Cool Nickname]” to everyone.
What works: - Stick to basics: first name, company, maybe role. - Use variables only where they actually matter. Don’t force it (“I love what [Company] is doing in [Industry]…” gets old).
What to avoid: - Over-personalizing. One or two variables per email is fine. - Fancy dynamic fields that only work if your contact data is perfect (hint: it rarely is).
Pro tip: Always preview your template with real data before you hit send. The fastest way to look like a spammer is to email “Hi [First Name],” to 50 people.
Step 5: Add sections for common use cases
Most sales teams need more than one template. Don’t dump everything into one mega-template.
Typical templates to create: - Cold outreach: Your main “intro” email to new prospects. - Follow-up: A quick nudge if they don’t reply after a few days. - Post-demo: Thank you + next steps. - Breakup email: The “is this still a priority?” message.
How to keep things organized: - Name your templates clearly (e.g., “Cold Outreach – SaaS Founders” or “Follow-Up – After Demo”). - Use folders or tags in Mailgenius if you have lots of templates. - Archive old templates you don’t use anymore—don’t clutter up the list.
Step 6: Test your templates (don’t trust the preview)
Before you unleash a template on real prospects, send a few to yourself and your team.
Why test? - Formatting can get weird (especially on mobile). - Variables might not pull through as expected. - Some email clients mangle bullet points, links, or images.
How to test: - Use Mailgenius’s “Send Test Email” feature. - Check the email on your phone and desktop. - Ask a teammate to proofread—fresh eyes catch mistakes you’ll miss.
What to look for: - Are the variables working everywhere? - Do links track correctly? - Does it look like an actual human wrote it? - Any words or phrases that sound off or too “template-y”?
Pro tip: Save a “scrap” template just for testing weird formatting or new ideas. You don’t want to break your main templates while experimenting.
Step 7: Share with your team and get feedback
Templates are only as good as how your team uses them.
How to roll out templates: - Share the template in Mailgenius (use the share or assign feature). - Do a short call or Loom video walking through how to use each one. - Ask for feedback after a week—what’s working, what’s not, what needs tweaks.
Stuff to ignore: - Endless debates about comma placement or signature formatting. - Requests for 15 different versions of the same template. Start with a few, get results, then expand.
Step 8: Track results and iterate
Don’t set it and forget it. The best teams keep tweaking based on real replies.
What to measure: - Open rates (subject lines matter) - Reply rates (the real metric) - Positive vs. negative replies
How to improve: - If nobody replies, try a shorter email. - If you get lots of opens but no replies, change your call-to-action. - If people keep asking the same questions, add a line in the template to address it.
Pro tip: Don’t chase perfection. Small, regular tweaks beat giant overhauls.
What not to do (lessons learned the hard way)
- Don’t build 20 templates before you’ve tested 2 or 3.
- Don’t rely on “AI writing tools” to make your emails sound human. They’re good for a rough draft, but always rewrite.
- Don’t let your templates grow into long, rambling essays. Short wins.
- Don’t forget to check your data—nothing kills trust like “Hi [First Name], I loved your recent work at [Company]”.
Keep it simple, keep it moving
There’s no magic formula for sales emails, and no tool—even Mailgenius—will make up for weak messaging. Start simple. Build one or two solid templates. See how real prospects respond. Then tweak, update, and repeat.
The best sales teams aren’t the ones with the fanciest templates—they’re the ones who keep things clear, honest, and human.
Good luck, and don’t wait for “perfect.” Your next reply is one good template away.