• Emily Malone

Quick Guide: Increase email efficiency without sacrificing personalisation

There’s a fine line between smart marketing automation and spam. Similarly, there’s a fine line between what a recipient sees as a marketing automated email and a ‘hand-written’ one.

HubSpot’s email templates tool provides all the efficiency of marketing automation, with the personalisation of pen to paper.

Sometimes only something crafted entirely from scratch will suffice when it comes to contacting a priority prospect. But I’m sure most of the time you will have sent a very similar email previously to another prospect, which is where templates come in to play.

‘So, how do they work?’ you ask…

A great email template is made up of three parts; static text, personalisation tokens and gap fillers.

  1. Static text: text that does not change and is used in all emails sent out using this template

  2. Personalisation tokens: a piece of text which changes automatically depending on the recipient of the email. (e.g first name, company name, job title)

  3. Gap fillers: text that needs replacing manually, which prompts the composer to talk about certain topic or question relevant to the recipient (initiative required for this).

Here’s an example below which I crafted with my bare hands:


I can now use this email to contact any business which looks like a good fit for oe:gen’s services. As long as the company contact is saved in HubSpot’s CRM, the personalisation tokens will be replaced with their information. All I need to do is replace the Gap fillers <<WHICH LOOK LIKE THIS>> before sending it out to a prospect.

By using email templates you are keeping 100% of the important personalisation, while more than halving the time taken to compose it.

What do you want to learn next? Let us know in the comments section below!