Sales Automation: Templates Guide

What is a Sales Automation Template?

Sales Automation Templates are email templates added to your Sequences used to engage your contacts via email  Sales Automation is designed to send 1-to-1 emails on behalf of your Sales Reps in an automated way to multiple recipients. When your contacts receive one of these emails in their inbox, it comes across as written directly to them from a real person who is hoping to hear back and start a conversation. 

Email templates are plain text so that the email comes across as genuine and personally typed to the individual recipient. Images are optional, and HTML and Attachments are not supported.

Your email templates will automatically include an unsubscribe link.


How do I create a Sales Automation email template?

  • Login to RollWorks and go to 'Sales Automation' > 'Sequences', then click the 'Templates' tab and click 'Create a Template'


  • Label your template something specific and identifiable to help keep your templates table organized.
  • Fill in your subject line and template content. You can copy and paste from an existing document or fill it out from scratch. All formatting will be stripped if you copy and paste your content into the template box.
      • Lengthy emails, with too many images/ hyperlinks, is one of the leading cause for emails to get stuck in spams filters. 
      • Insert merge tags into your template to make your template customized for each recipient. To learn more about merge tabs, go here
      • For outbound sales email tips, tricks and templates go here
  • Once you've saved your email template, you will be brought to your Template table where you can preview your template and send yourself a test email. We highly recommend sending yourself a test email prior to sending them out to your contacts to ensure all your formatting is correct. From your Templates table, you are also to clone or delete existing templates. Note: you are not able to delete a template if it is being used in a sequence. You must first remove the template from the sequence and then delete it.


Can I delete a template midway through a Sales Automation Sequence?

If you edit a template midway through a sequence, your contacts will receive these changes moving forward as long as they have not reached that point of the sequence yet. 

In order for you to delete a template, you will need to remove it from any sequence it has been added to. Once this template does not belong to a sequence, you will be able to delete it from your templates table. 


Can I add an unsubscribe link to my Sales Automation templates?

In order to be compliant with outbound sales email laws and regulations, an unsubscribe link is automatically added to the bottom of every RollWorks email.


Can I add attachments to my Sales Automation templates?

Our system does not allow for attachments to reduce the number of emails getting caught in spam folders.  We recommend hosting attachments online and hyperlinking to your online hosted material in your template. 


Can I add images into my Sales Automation templates? 

You can insert images and tables into your email copy.



Can I add HTML to my Sales Automation templates?

No. Marketing HTML emails come across as a one-to-many marketing message. The recipient knows it’s not a handwritten email from one specific person, and that the same email went to many other individuals, and the goal is not for the recipient to reply directly to that email. These types of marketing emails are typically for contacts that have already engaged with your business in some way, and often the goal is for them to click a button or just stay familiar with your brand.

Sales emails, which is what our system is designed for, come across as 1-to-1 emails, even though they are automated and sent to many. The main reason to use this email method would be to efficiently reach out to many brand new contacts you’ve never engaged with before, in a personalized and human way. When a contact receives one of these emails in their inbox, it comes across as written directly to them from a real person who is hoping to hear back & start a conversation. It’s plain text so that it comes across as genuine and personally typed to the individual.

There is a lot of value in using both email strategies. One is well designed for marketing and retention, and RollWorks is designed for cold outreach to get new contacts and customers.


How do I insert merge tags to my Sales Automation templates?

Merge tags are used to insert unique user data into emails. For example, you can insert your contact first name into the email template using the merge tag %%Contact_First_Name%%. Merge tags will auto-fill the placeholders with your contact information and your Sales Rep information such as name, company and job title.

To insert merge tags to Sales Automation templates:

  • Login to RollWorks and go to 'Sales Automation' > 'Sequences' > 'Templates'
  • When creating a new email template click '{ } Insert merge tag'
  • Select from one of the drop-down merge tag options to customize your email messaging

Place your cursor where you'd like your merge tag to be inserted in your email template.

  • Send yourself a preview email before going live. Click on the eye symbol on the right-hand side and insert the email address you'd like to send the preview email to. 
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