What is Personalization and Why Should We Use it?
Okay, so first off, what is personalization when we're talking about cold emails? Well, it's when each email that's being sent to a prospect is personalized to them in some way.
This could range from a simple, arbitrary statement about the contact or account you're reaching out, that's inserted somewhere in the email, usually the beginning...
Gave your last twitter post about Elon Musk a read and laughed out loud. Very interesting points and I agree.
All the way to completely custom messaging touching on different observations and researched points on the contact and/or account that are tied to the sender's offering...
I was just admiring all the great content on the site. I could be off, but I didn't see anyone on the team focused on marketing so I thought that might be outsourced.
Now, if you go ahead and send 1000 prospects emails without personalization and then you send to a group of 1000 lookalike prospects emails that are all personalized in some way, you're going to see much better results doing the latter.
This is what we've seen time and time again in our campaigns and what experts all across the web have seen after running their own tests and analysis - sometimes on millions of emails at a time.
So if you're satisifed with that, and you're like "okay, I'm gonna use personalization in my emails" then the rest of this article probably won't be relevant to you.
If you're still curious as to why this is the case, then keep reading.
The reason personalization works in emails is quite simple. Because when everyone is capable of sending mass emails blasts out using automation tools they can rely on the sheer volume of emails they're sending out in order to hit the right targets. The expense though, is putting irrelevant messaging in hundreds of other people's inboxes and creating a collective predisposition to ignoring emails that seem like they are speaking to a large number of people, because in almost all cases they've been a waste of time.
So when someone personalizes an email, even in the most minimal way, it's a sort of token or proof that what's being sent is, at least, likely to be relevant to the recipient. Because otherwise why would the sender have taken the time to have used personalization?
When personalization is used most effectively, not only does it serve as a signal that the content of the email is most likely relevant, but it actually explains why it's relevant based on the research that was done.
This type of personalization is the 1 - 2 punch for outreach because it immediately grabs attention and says "Hey there's valuable information inside." and then it instantly answers the question "Why should I care about this?" or "What's in it for me?"
If you're not already using personalization in your cold outreach then I highly suggest giving it a try.
The right degree of personalization that should be used in emails differs for each business that's sending the emails. This is because how much personalization one should use depends on who it is they need to target, the size of their market, and their offering.
For some businesses just a simple one-liner at the beginning of the email is the sweet spot, where doing more than that starts to cost more than the return.
For other businesses it's not worth it to send an email unless the contact and account have been researched extensively and the email has been written to reflect their unique situation.
If you don't know what works best for you then start experimenting! Try different degrees of personalization and see which one brings about the highest ROI on your time.
Looking for more sales appointments? If you want to get better at outreach yourself then keep consuming content here and elsewhere. If you're interested in seeing what it would look like for Appt. to generate sales appointments for you then book a call.
Looking for more sales appointments? If you want to get better at outreach yourself then keep consuming content here and elsewhere. If you're interested in seeing what it would look like for Appt. to generate sales appointments for you then book a call.