Liquid

Liquid templates — A game-changer in Outbound Sales Automation

Victor Krasovsky
November 8, 2020

Our Co-founder was recently asked by a CEO of one company: "What is the single change his team could make in Q4 that will have the most profound impact on their outbound and inbound campaigns?"

This question is so great because it sets very strict priorities: On the one hand, the potential recommendation has to align with the team's existing marketing strategy for this quarter. On the other, results must be evident from both quantitative and qualitative perspectives.

Victor answered: "Do you use liquid templates in your messages to create a unique (one-on-one) communication with a potential client? It definitely pays off!"

No, we're being dead serious!

(In short, Liquid is a template language that allows automatically rendering content directly from a database. You can make dynamic content by operating with objects, tags, and filters - so that each sentence is generated automatically using {{#if, #elseif, #else}} logic behind. Check Shopify/liquid to learn more)

Our new acquaintance (CEO of a B2B service company) is confident that anyone at his team is compelling whenever they get a chance to speak with a potential client. But do all SalesReps always get an opportunity to pitch on the call these days?

Why not turn odds in your favor by mentioning what really matters in your email/LinkedIn messages from the very beginning?

How to make it?

First things first, you need to check if your email and sales engagement software supports 'Liquid templates." This is an easy skill that will instantly give you a competitive advantage.

Then a bunch of data that is available to you from open sources or previous chats can be used to personalize your messages through the liquid language.

Quick example:

  • Have this potential client visited the "SHARE" conference last year?

#If {{YES}} => "Hello, John. Thanks for your email >>We met in person last year at the SHARE event and discussed RPA process discovery << I'll be glad to speak with you next week."

  • Is your client works in Fintech?

#If {{sector_tag: finance}}... >>By the way, here's the recent project we delivered to our client in Fintech<<

Liquid removes all limits for you! Be creative, and make sure you test different data points in your messages. Suppose your goal is to send just 20 emails a day. A generated email can save you 1 hour of writing time and be more relevant to a reader because nobody can remember all the important details about the lead in his/her head.

Why should you use Liquid?

  • Because unique and relevant emails can be pre-built for you with a smart engine.
  • Because data is not only about content, but also "context." and you win trust when you bring up relevant details.
  • Because 'proof-reading email and making corrections' is always more convenient than an email you typed from scratch.
  • Because one day, you will create liquid templates that you can fully trust. Then your time will be spent on personal communication, not 'Email/Linkedin routine.

How long does it take to learn 'liquid templates"?

People ask: "How long does it take to learn 'liquid templates"? or "Do I need to learn any programming skills to write conditional emails?

This question is so good that it reminded  of an old joke about a pedestrian on 57th Street in New York who sees a musician getting out of a cab and asks:

- "How do you get to Carnegie Hall"?

- The musician replies: “Practice, man, practice!”

Here comes the answer: "No, you don't need to be a programmer (at all!), but to be good at 'liquid' you need to complete training (1-5 hours depending on your level).

Creating a liquid template or conditional email may look like you're coding because you need to use Syntax. However, if you break it down, things are much easier:

  1. Essentially, writing a liquid template is similar to building something with LEGO blocks.
  2. You write a sentence or a paragraph (Block) and then define conditions on when each sentence (block of text) will be used.
  3. You use 'tags' to create logic {#if, #else} and operators (">", "<=", "==") to set conditions.

Sounds easy? If you ever used "Excel IF Function" - then consider your skill is above required. If not, just look at these examples:

  • (LVL 1): Hi {{first_name}}, I have a question for you as a {{title}}...
  • (LVL 2): {{first_name}}, as a {{title}}, {{#if title == CEO}} are you going to grow your team in-house this year? {{#if title == HR}} is this job position still available? {{#else}} do you know who is responsible for hirings in your team?
  • (LVL 3): {{first_name}}, would you be available for a quick call at 2 pm on {{now_day->plus_2}} {{now_month}} ({{now_weekday->plus_2}})?
  • (LVL 4): {{#if account.event_list}}We met each other in person on the {{account.event_list}} event on {{account.trigger_upload_time}}{{#else}} We exchanged a few emails before. {{#endif}}

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