Personalization in Emails

Curious to know your thoughts on personalizing cold outreach?


I've seen different schools of thought here, some say don't personalize until they open your email and other say keep cold email personalized and short for better results.



💌 Cold Emailing
☁️ Software Tech
8
Rallier
Politicker
4
SDR Manager and Consultant
You can't not personalize emails anymore. People who say don't personalize are living in 2013 still. You can make it easier to personalize though by segmenting in various ways. 
JonCobb
Contributor
0
Outbound SDR
So you would say personalize each outreach email even if they don't open it?
Rallier
Politicker
3
SDR Manager and Consultant
To an extent, yes. The more you segment and target the easier it is and faster you can go. 

For example, say I sell to marketing leaders and noticed that Dave Gerhardt had a post that was super popular. I would go through anybody who liked the post, and see if anybody that fits my ICP is in it. Let's pretend I found 15 people that matched it. I'll then create a cadence specifically for those people. I can send off 15 emails that all start with "Hi prospect, noticed you liked Dave's post regarding xyz..." and then go into my normal email.

It's somewhat personalized, and I can do it quickly
JonCobb
Contributor
0
Outbound SDR
Great idea.

I will try this!
BmajoR
Arsonist
3
Account Executive
It's a combination of hyper-personalization and relevance. The strongest prospects I've gained via email had both elements. Intro gets their attention because it is about them, then explain why my outreach is relevant and close with a simple CTA. 
JonCobb
Contributor
0
Outbound SDR
when you say hyper-personalization, how "hyper" are we talkin?
BmajoR
Arsonist
2
Account Executive
Something super specific about them, not just about their job or something you think they care about. It needs to be unique to them so they know you didn't send the same thing to another person. 

A personalized email would just stop at it being about their job or company. Make it about the individual. 
The.Machine
Politicker
2
Sales Development Lead
If you can't find anything to personalize in less than 4 mins, pass!
poweredbycaffeine
WR Lieutenant
2
☕️
Why wait until they open it to personalize? If they open it, and they do nothing, it's unlikely your personalized follow-up is going to move them in your direction more than the generic copy you sent in your first impression opportunity. Get your money back if you go to the "personalize if they open it" school.
Smithy
Politicker
1
Director of Sales
I don’t like over personalisation or familiarisation but that research can be the difference between a reply or not. 

relevance is more important than personalisation. Make sure your ICP is on point 
JonCobb
Contributor
1
Outbound SDR
So focus on whats relevant for my ICP in my outreach, right?
Smithy
Politicker
2
Director of Sales
Yeah! 

make sure you understand their personal and business problems abs why you are getting in contact 
Nairobi
Politicker
1
AE
I think it depends on your ICP/Buyer Persona. A/B test this and see the results. 

The folks I email, literally don't care about personalization, all they care about is that I provide valuable information to them. 
Kirby
Politicker
0
Sales Representative
I've never met a successful rep who does NO personalization. But the most successful don't spend more than 5 minutes per email.

It's literally just getting past people's "was this made by a robot?" filter.
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