Templates
Three layers of reusable copy
Templates, snippets and components. Sharpen a snippet once and every template and step using it improves.
Copy that works should be written once and used everywhere. Templates are the message. Snippets are the reusable pieces inside it. Components are the structured blocks the pieces are made of. Change one and everything built on it changes.
The three layers
- Templates
- A full message scaffold: subject and body for email, or a message for LinkedIn or text. Variables and embedded snippets.
- Snippets
- Short named chunks referenced inside templates. Your pricing line. Your case study paragraph.
- Components
- Structured blocks by type: intros, value props, CTAs, pain points, social proof, closers.
Organising
Categorise, tag, and target a template at a persona or a company profile, so a rep grabs the right message for the right reader. Each declares which channels it fits, so a LinkedIn template never lands in an email step.
Metrics
Sends through a template are tracked, so the page shows sent, opens, clicks and replies per template. Kill what does not convert. A snippet shows the templates it is used in, so a change is a known blast radius.
Where templates are used
- In the composer, from the Inbox or a record.
- As the copy of a sequence step, with per-person personalization on top.
- By the assistant, when you ask for a follow-up in the house style.
- Contract templates on the Contracts tab: a document layout with fields already placed.
Around templates
The parts of the workspace this one works with.
Frameworks
The copywriting structures behind the templates. AIDA, PAS, and your own, tagged and tied to personas.
A framework is the shape a message follows. Attention, interest, desire, action. Problem, agitate, solve. Keep the ones that work, tag them, tie them to a persona, and the assistant writes to them.
Sequences
Multi-step outreach across every channel, with delays, conditions and branches. Build once, enroll many.
A sequence is a series of steps that runs per enrolled person. Email on day zero, LinkedIn connect on day two, and if they accept, a LinkedIn message. If they do not, a follow-up email instead. Build it once. Enroll a person, a list, or everything a filter matches.
Email signatures
One or several, HTML or plain, chosen per mailbox. The editor is the same one docs use.
A signature is written once and goes out on every email you send from here, including the ones a sequence sends for you. Keep several and pick one per mailbox.
Questions
Can a template be private?+
Templates are shared with the workspace. A draft stays yours until you publish it.
Do variables have fallbacks?+
Yes. {{first_name | there}} and conditionals for a line that only appears when a field is set.
Do I need these?+
No. They make the assistant’s writing consistent and give a new rep the house structures. Start with the three that ship.
How many sequences can a person be in?+
One at a time by default, so two reps never write on the same day. An admin can allow more.
Can a step send from a different mailbox?+
Yes. A sequence pins a mailbox or a sender group.
What happens at the weekend?+
Steps respect working days and the timezone of the person when it is known.
Plain text?+
Yes. A plain signature is sent as text, which some inboxes prefer.
Can a sequence skip the signature?+
A step can be set to send without one, for a short follow-up that should read like a quick note.
Try templates on your own data
Connect your email, then open a person. Most of the product shows up on that one page once the mail is in.
More in Close
Contracts, order forms and invoices without leaving the app.