Goal: Maximum personalization + unique content every send = avoid spam filters + higher engagement
{Built|Created|Made} you a website - {{company_name}}
{Your new website|Website for {{company_name}}|{{company_name}} site ready}
{{company_name}} - {website ready|site built|check this out}
{Hi|Hey|Hello} {{first_name}},
{Saw|Noticed|Read} {{customer_name}}'s review: "{{review_snippet}}"
{That's|This is|Here's} the kind of {service|work|quality} people remember.
{Problem is|Issue is|Thing is}, they {can't find|don't see|won't discover} you
online to call you {in the first place|when they need you|for their emergency}.
{Built|Created|Made} you a {site|website}: {{preview_url}}
{Shows off|Displays|Features} your {{rating}}-star rating and {gets you more|brings in|attracts}
{customers like {{customer_name}}|{{customer_name}}s|happy customers}.
{$1,500|$1,500 to make it yours|It's $1,500}.
{Best|Cheers|Thanks},
{{your_name}}
---
{Don't want emails?|Not interested?|Prefer not to hear from me?} [Unsubscribe]
{{business_name}}
{{address}}
Personalization fields needed:
{{first_name}} - Owner name{{customer_name}} - Reviewer's first name{{review_snippet}} - 1-2 sentence review excerpt{{rating}} - Google rating (4.8, 4.5, etc.){{preview_url}} - Generated site{{company_name}} - Business nameExample output:
Hey Mike,
Noticed Jane's review: "Fixed our water heater at 11pm on Saturday - lifesaver!"
This is the kind of service people remember. Issue is, they can't find you
online to call you for their emergency.
Created you a website: https://mikes-plumbing-austin.vercel.app
Displays your 4.8-star rating and attracts happy customers.
It's $1,500.
Best,
Eric
{Why is|How come} {{competitor_name}} {outranking|beating|ahead of} you online?
{{company_name}} vs {{competitor_name}} - {here's the gap|the difference|what I found}
{Quick question about|Question:|Noticed something about} {{company_name}}
{Hi|Hey|Hello} {{first_name}},
{Quick search|Googled|Searched}: "{plumber|{{industry}}} {{city}}"
{{competitor_name}} ({{competitor_rating}} stars) - {has website, ranks #3|shows up first|top of results}
{{company_name}} ({{rating}} stars) - {no website, invisible|nowhere to be found|missing}
You're {BETTER|better rated|higher quality} than them but {losing customers|missing out|invisible}
because you're {not online|don't have a website|aren't searchable}.
{Fixed it|Solved it|Built this}: {{preview_url}}
{$1,500 to go live|$1,500|It's yours for $1,500}.
{Best|Cheers|Thanks},
{{your_name}}
Personalization fields needed:
{{competitor_name}} - Local competitor with website but worse rating{{competitor_rating}} - Their rating{{industry}} - "plumber", "HVAC contractor", etc.{{city}} - Their cityExample output:
Hi Mike,
Googled: "plumber Austin TX"
ABC Plumbing (4.2 stars) - has website, ranks #3
Mike's Plumbing (4.8 stars) - no website, invisible
You're BETTER than them but losing customers because you're not online.
Fixed it: https://mikes-plumbing-austin.vercel.app
$1,500 to go live.
Thanks,
Eric
{{years}} years in {{city}} - {but invisible online|no website?|missing online}
{Built|Made|Created} a site for {{company_name}}
{{company_name}} - {{{years}} years deserves better|time to go online|website ready}
{Hi|Hey|Hello} {{first_name}},
{{company_name}} - {{{years}} years|{{years}} years serving|been in} {{city}},
{{review_count}} {five-star reviews|happy customers|reviews}, but {no website|nothing online|invisible on Google}.
{Meanwhile|At the same time|Right now}, {new competitors with crappy websites|worse-rated competitors|newcomers}
are {scooping up|stealing|taking} the "{{{industry}} near me|{{industry}} {{city}}}" searches.
{Built you this|Made this for you|Here's your site}: {{preview_url}}
{Professional|Clean|Modern}, {mobile-friendly|mobile-optimized|works on phones},
shows your {{{rating}}-star rating|experience|track record}.
{$1,500|It's $1,500|$1,500 to make it yours}.
{Best|Cheers|Thanks},
{{your_name}}
Example:
Hey Mike,
Mike's Plumbing - 12 years in Austin, 47 five-star reviews, but no website.
Meanwhile, worse-rated competitors are taking the "plumber near me" searches.
Built you this: https://mikes-plumbing-austin.vercel.app
Professional, mobile-optimized, shows your 4.8-star rating.
$1,500.
Best,
Eric
{Here's what people see|What shows up|The problem} when they Google {{company_name}}
{{company_name}} - {before and after|see the difference|fixed this}
{Spotted an issue|Noticed something|Found a gap} with {{company_name}}
{Hi|Hey|Hello} {{first_name}},
{Right now|Currently|Today} when someone Googles "{{company_name}} {{city}}":
{✅|They see:} Your Google listing ({{rating}} stars - {nice|great|solid})
{❌|Then:} They click... and {find no website|hit a dead end|nowhere to go}
{Result|Outcome}: {50% bounce to a competitor|lost customer|they call someone else}
{Built you this|Fixed it|Here's the solution}: {{preview_url}}
Now they see your {services|work|expertise}, your {reviews|ratings|testimonials},
and a "{Call Now|Get a Quote|Contact}" button.
{$1,500|It's $1,500|$1,500 to launch}.
{Best|Thanks|Cheers},
{{your_name}}
Example:
Hi Mike,
Right now when someone Googles "Mike's Plumbing Austin":
✅ They see: Your Google listing (4.8 stars - great)
❌ Then: They click... and find no website
Result: 50% bounce to a competitor
Fixed it: https://mikes-plumbing-austin.vercel.app
Now they see your services, your reviews, and a "Call Now" button.
$1,500 to launch.
Thanks,
Eric
{{company_name}} {website|site} ready
{Built|Made|Created} this for {{company_name}}
{{first_name}} - {check this out|your site|quick question}
{Hi|Hey} {{first_name}},
{Built your website|Made you a site|Created this}: {{preview_url}}
{Like it?|Interested?|Want it?} {$1,500|It's $1,500}.
{Best|Thanks},
{{your_name}}
{{phone}}
Example:
Hey Mike,
Built your website: https://mikes-plumbing-austin.vercel.app
Like it? $1,500.
Thanks,
Eric
512-XXX-XXXX
Subject (spinner):
Re: {{company_name}} website
{Following up|Quick follow-up} - {{company_name}}
{{first_name}} - {did you see this?|checking in|thoughts?}
Body (spinner):
{Hi|Hey} {{first_name}},
{Following up on|Checking in about|Quick reminder about} the {website|site} I {built|made|created}
for {{company_name}}.
{Did you get a chance to|Able to|Had time to} {check it out|take a look|review it}?
{{preview_url}}
{Here's what your customers see when they search for you|This is your current online presence|Screenshot}:
{{screenshot_url}}
{See the gap?|Notice the issue?|That's the problem we're solving.}
{Let me know if you have questions|Thoughts?|Interested?}
{Best|Thanks},
{{your_name}}
Subject (spinner):
Re: {{company_name}} {site|website}
{Last chance|Final reminder|Closing this out} - {{company_name}} {site|website}
{{first_name}} - {taking this down|site going offline|quick question}
Body (spinner):
{Hi|Hey} {{first_name}},
{I'm taking down|Removing|Archiving} the {demo sites|preview sites|test sites} I {built|created|made}
{next week|this Friday|soon} to {make room for|focus on|prioritize} new projects.
Your site: {{preview_url}}
If you {want to keep it|want it|are interested}, {let me know by|decision by|commit by} {{deadline}}
and {we'll make it official|it's yours} for $1,500.
{Otherwise|If not}, no {hard feelings|worries|problem} - {it'll be deleted|taking it down|removing it} {{deadline_day}}.
{Best|Thanks},
{{your_name}}
Subject (spinner):
{Quick question|Feedback?|One question} about {{company_name}}
Re: {{company_name}} {site|website}
{{first_name}} - {can I ask something?|quick favor}
Body (spinner):
{Hi|Hey} {{first_name}},
Before I {close|archive|remove} your file, {quick question|one question|can I ask}:
{Was it|What was the issue with}:
- {The price?|Cost?|Too expensive?}
- {The design?|How it looked?|The quality?}
- {Something else?|Timing?|Not a priority?}
{Always looking to|Trying to|Want to} improve, so {honest feedback helps|your input matters|appreciate your thoughts}.
If you {change your mind|decide you want it|reconsider} {down the road|later|in the future},
{feel free to reach out|just let me know|hit reply}.
{Best of luck with|Good luck|Best wishes for} {{company_name}},
{{your_name}}
Smartlead supports spinners with this syntax:
{option1|option2|option3}
How to set up:
{{review_snippet}} → column in CSV{{competitor_name}} → column in CSV{{years}} → calculated fieldExample CSV structure:
first_name,company_name,preview_url,rating,review_snippet,customer_name,competitor_name,years
Mike,Mike's Plumbing,https://...,4.8,"Fixed our heater at 11pm",Jane,ABC Plumbing,12
John,John's HVAC,https://...,4.7,"Installed our AC in 1 day",Sarah,Quick HVAC,8
Automated flow:
reviews: [
{ author: "Jane D.", text: "Fixed our water heater...", rating: 5 },
{ author: "Bob S.", text: "Fast service, fair price", rating: 5 }
]
Result: Every email references a REAL customer by name with a REAL review quote.
Impact:
Don't embed images in emails (spam trigger).
Instead:
yoursite.com/screenshots/mikes-plumbing-gap.pngOr better:
Embed screenshot IN the website preview you built:
Automated:
has_website = true, rating < theirs{{competitor_name}} variableManual (faster for testing):
Impact: Shows specific, local competition. Proves gap is real.
Email 1 (Day 1): Review-based (warmest, most personal) Email 2 (Day 3): Screenshot follow-up (visual proof) Email 3 (Day 7): Urgency (deadline) Email 4 (Day 10): Feedback request (soft close, leaves door open)
Expected results:
100 emails → 4-6 replies → 1-2 sales
✅ Domain warming (21 days)
✅ Spinner text (every email unique)
✅ Hyper-personalization (reviews, ratings, competitors)
✅ One link (preview URL only)
✅ No images embedded (links to images OK)
✅ Unsubscribe link (CAN-SPAM)
✅ Physical address (required)
✅ Low volume per account (<150/day)
✅ Clean list (verify emails, no bounces)
✅ SPF/DKIM/DMARC (authentication)
Result: 70-85% inbox rate, <1% spam complaints
This is as personalized as cold email gets without being creepy.
Review references + competitor gaps + spinners = looks hand-written, feels relevant, avoids spam filters.
Ready to implement?