Sales reps send similar emails repeatedly: introduction emails, follow-up emails, meeting confirmations, proposal deliveries. Snippets and templates save time by storing these common messages for reuse.
Understanding snippets vs templates
Snippets: Short text blocks inserted into emails via keyboard shortcut. Use for common phrases, signatures, meeting links, or brief responses. Example: typing "#intro" expands to your full introduction paragraph.
Templates: Full email messages saved for reuse. Use for complete emails you send frequently. Example: "Post-demo follow-up email" template includes subject line, body, and call-to-action.
Use snippets for fragments. Use templates for complete messages.
Creating snippets
Navigate to Conversations > Snippets > Create snippet.
Name your snippet clearly: "Introduction paragraph," "Meeting booking link," "Pricing summary."
Enter the text content. Use personalisation tokens to make snippets dynamic:
Hi {{contact.firstname}},
Thanks for your interest in {{company.name}}. I'd love to schedule a quick 15-minute call to understand your challenges with [topic].
You can book time here: [your meeting link]
Looking forward to speaking with you.
{{owner.firstname}}
Set a keyboard shortcut: "#intro" or "#meeting" or whatever you'll remember. When composing an email, type the shortcut and HubSpot replaces it with the full snippet text.
Organise snippets into folders: Sales intros, Follow-ups, Meeting requests, Technical responses. This keeps your snippet library organised as it grows.
Creating email templates
Navigate to Conversations > Templates > Create template.
Name your template: "Initial outreach - Enterprise," "Post-demo follow-up," "Proposal delivery."
Enter subject line: Use personalisation tokens here too. Example: "Quick question about {{company.name}}'s [pain point]."
Enter body content: Write the full email. Use tokens for personalisation:
Hi {{contact.firstname}},
I hope this email finds you well. I wanted to follow up on our demo yesterday where we discussed how [your product] could help {{company.name}} solve [specific problem they mentioned].
Based on our conversation, I've prepared a proposal outlining:
- [Specific feature] to address [their challenge]
- Implementation timeline: [X weeks]
- Investment: [pricing tier based on their size]
I've attached the proposal to this email. Would you be available for a 30-minute call this week to discuss any questions?
Best regards,
{{owner.firstname}}
{{owner.phone}}
Attach files if the template always includes specific documents (e.g., one-pagers, case studies).
Set template category: Follow-up, Prospecting, Closing, Nurture. This helps filter templates when selecting one.
Share with team: If your template is useful for other reps, toggle "Share with team." If it's personal to your style, keep it private.
Using templates effectively
When composing an email in HubSpot:
Click "Templates" button in email composer. Select your template. HubSpot inserts the content, replacing all tokens with actual contact/company/deal values.
Review before sending: Templates save time but shouldn't be sent robotically. Customise the email based on your specific conversation with this prospect. Add a personal note referencing something from your last call.
Bad template usage: Send the same template verbatim to every prospect, making it obvious you're mass-emailing.
Good template usage: Use templates as starting points, then personalise with specific details from your discovery call or their company situation.
Template and snippet maintenance
Review your templates quarterly. Delete ones you're not using. Update ones that have outdated information (old pricing, old product features, old case study references).
Track template performance: HubSpot shows open rates and reply rates for templates. If a template has low reply rates, either the message isn't resonating or you're sending it to the wrong audience. Test variations or retire the template.
Keep your snippet library lean. Too many snippets and you'll forget which shortcut does what. Focus on your 10-15 most common messages.
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