Liquid

Apollo.io: 8 actual steps to create a conditional message for email sequence

Victor Krasovsky
July 19, 2021

Are you tired of sending the identical copy/pasted templates to prospects, use the same arguments, or responding to the same objections with the same answer? This article is for you and will show you how to level up your skills in a template language and free yourself up to more exciting tasks in sales.

8 actual steps to write your first conditional email copy  

In the example below, we're going to compose an email to a prospect looking to hire software engineers. We're going to use "if," "else" statements to write a message body that's the most relevant to an individual recipient.

If the prospect has an open job post (returns true) – we're going to mention the {{job_name}}

If we know the {skills} that a prospect requires – we want to create additional personalization and context in our message

Step #1. Decide on the objective of the message 

First of all, think about what a message is supposed to tell your prospect: is it the first message in a cadence, you're sending a follow-up, or is it to continue the conversation? 

Another important detail is whether the message going to be sent automatically or manually by you after review?

Step #2. Use an actual email that you like as your first draft

Instead of composing the email from a zero base, use a copy of an existing email. Re-read the message and think of parts of your email that will remain the same from a prospect to prospect regardless.


Step #3. Decide what parts of a copy should be dynamic for your prospects

Now, pay closer attention to dynamic parts of your email copy. What would you change if you were sending it to a different prospect? Decide on words and phrases that might be substituted depending on certain conditions and liquid commands.


Step #4. Prepare data points that will be used for conditions in your email copy

Prospects' data is the bottleneck and determines what conditions can be used in your template. Other than that, you are limitless and can use as many conditions as you want as long as they provide valuable details to a reader. 

Step #5. Create fallback rules for empty data points

Fallback (default values) is a foolproof condition to avoid a lousy email when specific data on prospects is missing. For example, if you don't know the prospect's title, you may set a fallback to skip the sentences and avoiding referring to it at all. Thus, if you use fallback rules in custom fields – you're safe because the copy will look real regardless if the prospects' data point is available or missing. It's handy when you plan to send 100% automatic messages in your sequence.

Step #6. Select a condition (rule) from a library

Depending on the used software, the syntax of conditions may vary so use helper methods. For example, in Apollo.io, there are over 20 conditions that may be taken and used in your email copy and there are no special characters except curly braces. Select the best condition for your phrase or sentence and substitute it with your data point and text. In most cases, you will find that it's enough to use 4-5 conditions to make an excellent email copy. Note that conditions for {{industry}} and {{location}} are used in a way that the sentences look readable regardless of the data point is available or not.

Note that conditions for {{industry}} and {{location}} are used in a way that the sentences look readable regardless of the data point is available or not.

Conditions may also be used for time & calendar dates, for example, if you'd like to invite a prospect for a meeting or plan a phone call.


Step #7. Generate your first random email copies 

The best way to test your conditional statements is to try the template variable on a random prospect's profile. Thus, you'll quickly detect weak parts of your email copy where conditions don't work correctly or missing some parts. Hence, you will know what to improve with every new iteration. 

Step #8. Continue testing your email copy in 'manual sending' mode.   

Now, as you have a first copy ready, don't rush into 100% automatic email push. Instead, choose to send the first 10-20 emails manually after you proofread them.

Remember that conditions may play out differently depending on the context. If you decide to send the first batch manually, you'll spend more time but significantly reduce the chances of a mistake. Ensure that all data points and conditions are used in the way you designed them, and your email copy looks better if you were writing it without conditional messaging rules.



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