Personalized Sales Email Content — Should You Do It?

Hi, {{first_name}},blog do nothing

I’m {{sender_name}} @ {{company}} — {{quick value prop}}.

I thought it made sense to reach out. Do you have a few minutes to chat this week?

Quick intro. → To-the-point value prop. → Clear call-to-action.

AKA, a pretty standard and widely-accepted blueprint for a robo-email that can be sent to 1000s upon 1000s of prospects.

We’ve all gotten them and whether or not you’ve actually responded, lots of people have.  As a result, lots of sales teams are building relationships and closing deals using this method.

Is this the best way?

We’ve been diving deep into the idea of automating personalized content and there are obviously lots of ways to think about prospect email personalization.

And the first option is to not do it at all.

I know, “don’t do it” seems like a weird solution to the question of how to make your sales messaging more personalized, but it might be the best answer. Most outbound sales programs probably started there and have probably seen at least some level of success…so, should you make any drastic changes if it’s working for you?

As with all things related to your sales process, start by asking yourself a few questions about your current process and about what you’re looking to get out of your efforts, like…

How large is your market?

If you have an endless pool of prospects, along with countless industries in your target market, casting a wide net can be a highly effective, highly scalable strategy.

So, you may not want to invest your resources in details that could distract from a process that will sufficiently do the job — you’re probably more concerned with reaching the max amount of people (in the quickest way possible), than you are with your messaging appearing super-personalized.

If it ain’t broke, don’t fix it — you’ll certainly catch some wins this way, and you won’t have to over-exert your team or resources.

What’s your price point?

Are your customers paying you $100/month for a software subscription? If so, see above — you should be reaching out to as many people as possible, as quickly as possible.

Anything beyond this probably won’t provide the value that you’re looking for, it could distract your team from more important things and it’ll probably drive up your CAC.

Scalability should be a top priority if you have a lower price point — and if you don’t already have a proven process in place, personalized content isn’t the most easily scalable next step.

How much time do you have?

We’ve alluded to this already, but personalized messaging in any form requires some level of commitment — whether that means brute force efforts from your team, or one person trying to create a process, it takes time and a good amount of trial and error.

So if you don’t have a lot of wiggle room here, robo-emails provide a good-enough medium for testing other things, while still scaling your process and getting some quick results (good and bad).

You can easily play with the wording of value props and subject lines without having to overhaul your whole system, and those things don’t require a lot of effort from anyone on your team.

What are the risks?

There are some definite cons to the “Do Nothing” approach to sales email personalization.

  • If your target market is pretty narrow and each prospect is highly valuable, you’re more than likely going to lose out on some relationships by not doing anything beyond the robo-email.
  • You probably won’t get the best results possible and you may even burn some bridges with prospects. Where do you pivot if you’ve exhausted this strategy and they don’t respond? It’s hard to backtrack and appear more personalized after you’ve already sent a prospect 10 robo-emails.
  • If your typical deal size lands in the five- or six-figure range, you probably have more flexibility with your resources. Thus, you should probably at least test a more personalized approach to find out if it drives a higher yield.

We’ve seen enormous lift in reply rates of outbound emails that contain personalized content, so we’re gonna keep trucking down this road. But, we’d love to hear what you’ve tried and what works for you.

Stay tuned for some other personalization options…