Businesses of all types rely on leads to build their customer base. An effective email can increase open and click rates, leading to high conversion rates and relevant leads.

As your emails will likely be competing for attention among others in the inbox, a comprehensively effective email template that addresses the subject line, body copy and landing page can be very beneficial in attracting new leads and maintaining an existing customer base.

Several of the most important benefits of effective email templates for freelancers, as well as how to properly achieve them, include:

1. Subject Lines’ Captivation

A powerful subject line has the power to quickly captivate the recipient. If a subject line does its job well, recipients will be sold on opening the email. A subject line should not be focused on the end goal: getting the recipient to your landing page. Instead, you can use a blind or direct subject line to get the email opened, a feat in itself.

A blind subject line is more general, emphasizing a maximized open rate in piquing curiosity. An example of this would be a company sharing details regarding an upcoming event with free BBQ: “Because everyone loves free BBQ…”. It’s not addressing the recipient individually, though it does still have some personal appeal in spreading a universally appealing message that will likely be clicked.

A direct subject line more often addresses the recipient specifically with a benefit. An example of this would be a credit card company sending an email with the title: “You’ve been selected to be a premium user in our Rewards Program!” The recipient will be driven to click, with the knowledge that the offer is specifically for them. For fear of missing out, they’ll likely at least want to check out the offer.

There’s no concise answer as to which approach to use. Consider your audience and email content, initially using a mixture of both while paying attention to your email metrics. In both, be to-the-point and never overly aggressive.

2. Email Body: Selling the Landing Page

Once the recipient is drawn to opening the email, it’s the email body’s role to get them to the landing page. With this format, you can continue offering something intriguing, like information or a direct benefit.

Curiosity-driven copy typically opens with addressing a more generalized audience, such as “Dear BBQ Lovers” or “Dear Aviation Fans.” The blind copy can proceed to explain a particular experience of benefit, without making an attempt to connect individually.

Alternately, benefit-driven copy can be flexible, as long as it offers a benefit. It can be as individualized in specifically reaching out to the contact, addressing an assumed need. One example would be a retail site seeing you left an item in your online shopping cart. Benefit-driven copy would address the recipient by name, following up with the specific mention of the item, in addition to a benefit along the lines of “Buy now to get this item by Tuesday!” or “Buy now before the sale ends tomorrow!”

Regardless of the copy method, curiosity and benefit-driven copy can effectively draw an email recipient to your business’ landing page, where they can potentially become a new customer.

3. The Landing Page: Final Stop for New Leads

Your email has done its job if it gets the recipient to the landing page. The landing page’s goal is to sell the sale or opt-in. While not part of the email itself, the page plays a large role in converting that recipient into a customer.

To maintain consistency, keep the copy on the landing page similar in tone and approach to that of the email’s copy. If the email uses a direct benefit-driven subject line and direct benefit-driven body copy, then the landing page ideally should have direct benefit-driven body copy as well.

Some landing pages also feature chat/support boxes, where those on the page can chat with business representatives to answer any questions they may have. If these questions are answered up to par, it could be the last step in getting a recipient to become a new customer.

4. Increased Efficiency and Workflow

As businesses scale up, it will be impossible to personally address everyone without an email template. For example, this case study about a wedding photographer using email templates shows how a number of email templates can aid in several facets of business.

One example is how an effective template can be used for inquiry automated responses. This can include your business hours and expected turnaround time for when you will reply. Additional useful email templates include ones for contract details, meeting confirmations, post-booking packages, vendor referrals, image releases and a final questionnaire. These templates provide a way to accomplish every facet of a wedding photographer’s duties, while saving time for each and every client.

When to Not Use Email Templates

Email templates can be a fantastic way to capture leads and follow up with present clients, as evidenced by the aforementioned wedding photographer case study. Still, using email templates properly also entails knowing when to not use them.

The photographer has various phases for a wedding, ranging from confirming meetings to getting a completed image release form. These expected events warrant an email template, though unique and personal events that arise between these expected events are better treated with a personal email.

Over-using email templates can make a business feel robotic and impersonal. Be sure to establish a plan for when and where to use email templates, generally for predicted events. More personalized emails still have a charm, even if it lacks the polish and efficiency of email templates.


In captivating the recipient through the subject line, email copy and landing page, effective email templates can work wonders in attracting new clientele while maintaining an efficient and fairly automated workflow.