We’re living in the era of personalization. It’s part of winning the attention battle. And frankly, with all the data out there and different channels to connect with clients, there’s no excuse for not taking the steps to enhance their experience. GenAI has made it even more possible.
According to McKinsey, even back in 2021: “Companies that excel at personalization generate 40 percent more revenue from those activities than average players.”
So – when it comes to personalization opportunities, the possibilities are abundant: search, social, content, email, display, and digital! However, today we’re going to place our focus on one category in particular – email.
The Power of Personalization in Sales Emails
We should take a moment to point out that we totally get that personalizing every cold email (beyond a name) isn’t always feasible and it’s certainly not scalable.
But we’ll offer you some tips to follow in personalizing, as well as for making the decision when or when not to personalize.
But before we launch in, remember you can learn a lot from your own inbox: How many mass messages and emails do you have? 1,800? 2,000? Overwhelmed?? Hardly even pay attention to some??
How many do you send to the trash folder without ever opening?
Face it, your prospects have the same scenario: inboxes chock full of annoying messages they don’t have time to sort through.
Follow these tips and and increase your chances of breaking through the recipient’s apathy and getting a response that benefits both them and your business!
1 Don’t Overdo It
Personalization teeters a fine line between charming and creepy.
While you should do your research and certainly tailor messages to the prospect, you want to be wary of including too many personal details. Overstep this line and you won’t just get your message sent to the spam folder, but you could even come off as creepy and scare customers away.
A good rule of thumb is to personalize around context rather than personal history. Mentioning their company’s latest product launch or an article they wrote is smart – but referencing their recent vacation based on social media posts? That’s too much! Keep it professional, relevant, and natural – like a conversation between business professionals rather than an intrusive examination of their life.
2 Timing Is Everything
Your prospects are likely across different time zones and they certainly have different routines and preferences. Make sure you’re sending your email at an optimal hour in your prospect’s time zone to increase the chances of reply.
Beyond just time zones, consider the recipient’s industry and typical work schedule. A B2B decision-maker might start their day early and check emails first thing in the morning, while a creative professional might be more responsive later in the afternoon.
So – test different sending times and analyze response rates. The data can help you refine your approach and optimize for maximum engagement.
3 Personalize Your Business
The power of personalization isn’t centred solely on your prospects. Tailor your message to your prospect’s problem – how does your product or service solve their needs?
Focusing on the problem your brand can solve requires a plan for each decision-maker in the target audience, as they all have different needs.
This means adjusting your messaging based on the role of the recipient. A CEO might be more interested in the long-term strategic value of your offering, while a department head may focus on the immediate impact.
If your email speaks directly to their pain points and goals, you stand a better chance of getting a response.
4 Target the Subject Line
Experiment with putting a prospect’s name in the subject line or choosing different subject lines for different segmented audiences. Doing so will show that you know who you are emailing and will make it feel less mass-produced.
A compelling subject line should do more than just personalize – it should also create curiosity or offer immediate value.
Try A/B testing different approaches, such as posing a question, referencing a mutual connection, or using a data-driven statement.
For example, “John, Here’s How Companies Like Yours Increased Sales by 40%” is much more engaging than “Check Out Our Latest Offer.” Your subject line is the first (and sometimes only) chance to grab attention – make it count!
5 Do Research
Check out their LinkedIn profile. What are your common interests or perhaps events? Use common interests and events as a reference point in your emails. You are in the same tribe at that moment! Humans are herd animals in essence.
Beyond LinkedIn, consider other relevant sources – company blogs, recent press releases, or industry news.
Referencing a recent company achievement or congratulating them on a milestone can make your outreach feel more authentic and well-researched.
Just make sure your research doesn’t come off as forced; the goal is to establish a genuine connection, not to appear as though you’re trying too hard.
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