When It Comes To Email Prospecting, Personalization Is NOT The Answer

When you are email prospecting, customization isn't everything. A well written concise sales email will do the trick.

There’s been a big push in the last few years for a more personalized approach in marketing and sales outreach. Spend a lot of money on databases to find highly detailed information about a prospect  (like who their college mascot was) to make a connection and get an in.

What many companies are realizing is that all the extra money, tech, and effort that goes into finding out this data isn’t making a difference on their campaigns.

Prospects don’t care that you threw in a “Go Bears!” into the ending of your email, they care about how your product or solution can help make their lives easier.

While you may think bringing up golfing in email prospecting will spark a connection, your prospect will be wondering how the hell you knew they like golfing on Sundays unless you checked their Facebook page. Not only can it come off as creepy and off-putting to make your prospect wonder exactly what data on them is out there and public, but it overshadows the purpose of your email prospecting in the first place: to offer your product as a solution to their need.

Not all personalization is bad. Relevant information to their job, their company, or their industry can make you stand out for being a more informed vendor. This information is often readily available by news their company releases themselves or by industry blogs so it wouldn’t be surprising (or weird) for you to bring it up. It is often more relevant to their pain point and your product which will give them even more reason to talk to you.

Relevancy is the key

So if it’s not personalization, then what is the best approach for sales emails? Relevancy and relatability.

At the end of the day, doing business together is a relationship and your potential buyer wants to feel like you really care and understand them and their job and have a genuine desire to help their day-to-day.

So how can this be done?

Actually care

The most successful copywriters are those that put themselves in their prospects shoes. They understand how busy they may be, how many email solicitations they may receive on a daily basis, and what would catch their interest. Changing your messaging to be empathetic to the prospect and their schedule can make them more receptive to what you have to say.

At SalesHive, we like to use an intro line  “I know you’ve got a lot on your plate, but hear me out”. We’ve received positive feedback and people acknowledging they are busy and appreciate us understanding. We then get a referral to the correct person or to someone who would be involved in the decision making process who may have more bandwidth to speak to us.

Help them - make them feel

Unless your prospect is the CEO of the company, “increasing revenue “sounds great in an email and is something every company would want, but it’s not a pain point. And, if your prospect is a Director or VP, it may not be the most important thing to them that would convince them to take a call with you. What they care about (and we all care about, it’s why you’re reading this blog) is how to be less stressed at work, how to have more time in your work day, and how to be seen as a leader in your department.

These are the things prospects connect with the most, not ROI stats and percentages. (Don’t get me wrong, these can be impressive, but they won’t get you an emotional reaction.) Position your messaging to highlight how your product or solution can help them in their day-to-day tasks and set them up to succeed in their role. After implementing this approach in my own copywriting, I’ve seen an increase in positive responses and prospects more willing to answer questions and talk.

Make them think about you after they’ve left the office

Your emails should have enough relevant and relatable information that it causes your prospect to think about it after they’ve gone home. Email prospecting like this typically contains industry information relevant to their company and position, a link to an article you found that you thought might help them, an invitation to share ideas vs. a product demo.

These are the kinds of approaches that make you stand out from every other sales and marketing message and get your prospect to want to talk to you. It also sets yourself up as someone they would want to do business with because you bring something to the table beyond a product or service.

The takeaway

Instead of wasting time, money, and resources on finding out what kind of car your prospect had in high school, focus instead on improving their everyday life at work by using your product and see what difference it makes.

Video Blog
Table of Contents
Get In Touch With Our Team


Learn more about our B2B Lead Generation Services.

B2B  Blog Posts

Revolutionizing B2B Email Marketing: Achieving Better Email Outreach
Elevating B2B Marketing Through AI Email Outreach: SalesHive Paving the Path
Transforming Business Interactions with AI Email: An In-Depth Perspective on SalesHive's Frontier Strategies
Maximizing the Impact of a Calculated Email Cadence for World-class Marketing Campaigns
Decoding the 'Cold Calling vs Email' Dilemma: A Deep Dive into SalesHive's Proven B2B Sales Strategy
Boosting Cold Email Engagement - Comprehensive Techniques for Converting Leads to Meetings
Maximizing Cold Email Impact with Artificial Intelligence at the Helm: A SalesHive Perspective
Revolutionizing B2B Sales: The Superiority of AI Tools for Cold Calling and Cold Emailing
The Vital Role of a Campaign Sales Strategist in Elevating Cold Calling and Email Campaigns
Enhancing B2B Outreach: Combining the Power of Cold Calling and Email for Maximum Effectiveness
Uniting the Forces of Email and Cold Calling in Outreach Campaigns
Outsourcing a B2B Email Marketing Agency - The Ultimate Guide
7 Benefits of B2B Direct Mail Prospecting
Which Sales Prospecting Tools Are Best?
How to Calculate Email Marketing ROI
10 Best Tactics for Email Outreach Campaigns
Tips For Email Marketing Campaigns That Get Read
10 Benefits of Using B2B Email Marketing Services
How to Start the Email Marketing Process
B2B Email Marketing Best Practices
Email Outreach For Backlinks: 10 Link Building Email Outreach Templates
Opens, Replies & Conversions: The Value of Data and Testing
Batch and Blast Email- The Secrets of Email Frequency
Email Deliverability — A SalesHive Story
The Art of Going in Cold: How to Warm Up a Cold Email List
SalesHive Internal Spam Keywords
Successful Outbound Email Campaigns In The New Decade
The Science of A/B Sales Testing and Sales Prospecting Emails
You’re Selling Yourself Short By Selling In Your Intro Email
Aspirations vs Afflictions: What Triggers More Email Responses?
The Importance of “Listening” to Your Email Audience
How to Write a Cold Email to a Brand New Industry
3 Ways to Remain Human While Email Prospecting at Scale
The Subtle Art of Saying More with Less Words
How An Email Copy A/B Test Resulted In 300% More Meetings Per Month
Using Data To Evaluate Cold Email Response Rate
Crafting the Perfect Email Cadence
How to Write a Great Cold Email Subject Line | The Art of Cold Emailing
The Art of Cold Emailing: The Elements of a Great Cold Sales Email
The Art of Cold Emailing: Email Tone and Look
The Art of Cold Emailing: Building the Framework
B2B Lead Generation

We’ve Set 85,000+ B2B Sales Meetings.

Speak With Our Team To Learn How!

Loading SalesHive API...

Want More Sales Meetings?

Contact us to embark on your journey to meeting heaven.
b2b sales rep climbing latter
No thanks, I'm getting enough leads.
sales development outsourcing and lead generation
Real-Time Alerts

New Meeting Booked

Prospect Company
Prospect Title
Meeting Source