EMEAsFinest profile picture
EMEAsFinest profile picture

EMEAsFinest

Enterprise Account Executive

Fire Starter
Contributor
Good Citizen
+1

Is hyper-personalisation really worth it?

most advice for enterprise prospecting insists on personalising the shit out of subject line and first email, and often the whole sequence as well.

in my experience though the ROI of this time-consuming activity has seldom seemed to justify itself. in fact with all the outbound deals I've closed it's always been a matter of just having reached out at the right time–I.e. they were already in a buying cycle (usually at the very early stages which is what gave us the edge over competition) meaning the email didn't have to be personalised at all, it just had to hit the right pain points and potential solutions.

so excluding cold calling, which I still believe to be the best avenue, what is everyone's opinion and experience with relevant vs personalised email/LinkedIn outreach?
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16 comments

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TennisandSales
Politicker
7
Head Of Sales
I think like 10% of the email needs to be personalized.

The main content can always be the same with a sentence or two tying back to them personally.

I am of the mindset that outbound is really meant to capture the demand of ppl already looking to buy.
RandyLahey
Politicker
2
Account Manager
Yeah, this is the way.
Maximas
Tycoon
0
Senior Sales Executive
Exactly 👍
Justatitle
Big Shot
4
Account Executive
Ok, so going crazy about it isn't worth it but showing them that you did some research about them and are tying your product to something they likely have a need for will go miles. Also timing is what matters most but if you are writing creative emails to prospects they'll remember you when the timing is right.
bendandsnack
Politicker
3
Account Exec
"Relevance is more important than personalization" I didn't come up with that but it's true.
Don't personalize it to the individual, personalize it to their position/industry. No one cares if you know where they went to college.
Ex. when I was Enterprise prospecting I was successful with a message to someone in FinServ "hosting some educational conversations about what other companies in Finance are doing with AI, for ex. fraud detection, customer retention forecasting, visibility into the customer lifecycle"
They actually wanted to hear about what was going on in their industry, so it landed.
Sunbunny31
Politicker
2
Sr Sales Executive 🐰
You can’t overcome timing, but part of outbound is to have the prospect remember you when the timing is right. I don’t think hyper-personalization is the way to do that, but some level of knowing who they are, their role, and relevant messaging will go a long way to not getting your email deleted right out of the gate.
CuriousFox
WR Officer
2
🦊
I think some is important, yes.
Kosta_Konfucius
Politicker
2
Sales Rep
I think for the A accounts it is good to do hyper-personalization. If you created an awesome email and didn't get a response.

Re-use it the same email in 2 weeks, just create a new subject line.
kittychachas
Valued Contributor
2
VP/Director of Sales
I personalize based on Tier. My tiers are scored by projected deal size range. Tier 1 is $3M+, Tier 3 is sub $1M.

I then personalize based on the priority of the account. My Tier 1s will be all hand touch, hyper personalized. There’s only about 15 or so Tier 1s in my territory.

The Tier 2s are personalized more to the persona / industry and they’re still hand touch. Depending on response, I might do some personalization.

The tier 3s are persona / industry but enrolled in sequencing. I have 60+ tier 3s in my territory.

80% of my effort is focused on the top 20% of my accounts.
Nairobi
Politicker
2
AE
I used to do hyper-personalization, and it didn't get me more replies than my current emails. My current emails are relevant and only personalized on the type of company they are so that I can send it to multiple prospects.
Pachacuti
Politicker
1
They call me Daddy, Sales Daddy
100% personalization isn’t worth it. But creating a few templates based on who you are targeting which hit on the key points most likely to be relevant to cut/paste is.
ccm424
Valued Contributor
1
Head Of Sales @HumanticAI
Yes, if you want to stand out form every other email your prospects get
GDO
Politicker
1
BDM
It s worth it if there is very good fit with your product and the deal sizes are high enough
punishedlad
Tycoon
1
Business Development Team Lead
I leave the hyper personalization for in person visits/demos. The most I get personalized during initial outreach is just specifying their name, company name, and city they're in.
countingmyinterest
Politicker
1
Account Executive
Everyone who has preached "hyper-personalization" has a course/consulting to sell. Haven't seen it actually work at scale or generate any significant revenue.
Most of my CW deals have been due to timing (intent data really helps).
WheelofCheese
Opinionated
0
Sales Executive
Some personalization is effective .. too many sales people send out mass emails that LOOK like mass emails. You’re reaching out to a specific human. It should feel that way.

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