Most people (and ISPs) mistakenly lump cold emails as junk mail. One proven way to ensure your cold emails don’t end up in the spam folder is to personalize your message. Today’s post provides a step-by-step guide on how to personalize cold emails beyond the usual “Hi [FirstName]” tactic—and to do this at scale.
Cold emails remain the workhorses of B2B marketing. They’re a good way to start building a relationship with prospects, influencers, and business partners. Sadly, cold emails continue to get a bad rap from people and ISPs alike. That’s because a lot of marketers misuse cold outreach to send out bulk, unwanted, and irrelevant (read: spam) messages to unsuspecting recipients. Although cold emails are, by nature, unsolicited messages, it’s how they’re being used that turns them into spam.
There are several strategies for improving the chances of your cold emails reaching the right recipient’s inbox, but personalization is demonstrably one of the most effective. Applying personalization tactics that really increase your emails’ relevance improves deliverability by:
- Avoiding bulk, generic email blasts, hence preventing setting off spam filters
- Improving engagement rates (opens, clicks, replies, etc.), which also boosts sender reputation
- Minimizing spam complaints, which also improves sender reputation
Of course, personalization does have its downsides, one of which is that it requires time and a lot of research. But personalizing your cold emails pays off. That’s why we’re sharing this short practical guide on how to personalize cold emails at scale.
Step 1: Create personas for your target audience
Personas help you precisely define who your target recipients are. With personas, it’s much easier to accurately target and segment your audience. If you haven’t yet identified personas for your target recipients, Marketingprofs suggests building ideal buyer profiles with the following info:
- Role in the buying process
- Fears and challenges
- Drivers and motivators
- Organizational goal and priorities
- Problems and issues
Step 2: Build your cold email list
Now that you’ve identified your target audience personas, you’re going to use the generated profiles for finding contacts to include in your cold email list. If you already have an existing email contact database, the process involves simply filtering the list using the profiles’ attributes.
Step 3: Find relevant and relatable info for each recipient
IT’s now time to get your hands dirty. This step involves doing some (mostly) manual, tedious research. The goal here is to mine pieces of information specific to each recipient that you can then mention in your cold email copy.
Sales engagement platform provider PersistIQ recommends the “3 takeaways in 3 minutes” approach when determining what personal details to include in your research. The idea is to start with 3 personal facts about each prospect you can gather in 3 minutes. Each of these pieces of information should help you connect with that particular prospect. These include (but aren’t limited to):
- Current location
- Work history
- School or university
- Mutual connections
Other personalization snippets include:
- Blog post and articles
- Company news and announcements
- Social media posts
Append some or all of these pieces of prospect data onto the cold email list you generated (or acquired) in step 2.
Step 4: Craft the personalized email template
In the previous step, you gathered relatable prospect information for each recipient. Now, it’s time to write the email template (or templates) where the relevant personal facts will be inserted.
While we all have our own cold email writing styles, here’s a quick rundown of email personalization best practices to keep in mind:
- Try to mention one of the personal facts on the subject line
- Start the body by pointing out another relatable fact
- Segue into the main portion of your message
- End with a clear call to action
Personalized emails tend to produce better engagement rates (26% higher open rates, 14% higher CTRs, and 10% conversion rates). Not only that, personalization tends to boost deliverability and inbox placement, especially for cold emails. So, before doing your next cold email outreach, try a little personalization first.