The 4 Levels of Cold Email Personalization (Easy-Hard)

what's up folks today we're going to be talking about the four levels of cold email personalization good personalization is going to get the reader to pay attention and consume your entire message because they feel like that message is for them so let's get started with the most basic level of personalization things like title industry company size hey I saw that you're the VP of marketing a company we work with titles in the industry industry there are often elements that you might be using to build your lead list and that means they can be relevant as

to why you've reached out but they can also be very easily automated they're like the fields that are already in your CRM so yes while it's important to use these for good targeting they don't necessarily stand out for the prospect anyway because they're often very basic information that anyone can find and because prospects get a lot of these emails they recognize these automated patterns and often stop paying attention when they see them level two irrelevant personalization so this is where you do bring in something personalized by the prospect into the email but it doesn't tie

into the wider message this is probably the most common mistake I see sellers making with personalization the seller either spots something on LinkedIn or Twitter or on their website or maybe they use one of those AI tools to scrape this information they mention up front kind of tick the box and say the email is personalized but then fail to segue into the remainder of the message so it doesn't end up answering the question why have you reached out things like hey I saw you attended this school or I saw you attended this event or I

saw that you liked will ain's post on LinkedIn but then they follow up with something that's completely unrelated so they start talking about a problem or challenge or they just go straight into a pitch telling them about their solution this might work from time to time but any Prospect who's being hit up a lot will brush this information off because as I said it's irrelevant the third type of personalization is creative personalization so this is when you observe something about the Prospect and then direct it to try and connect it to the reason why you're

reaching out now these can be quite fun they're quite creative they can stand out but they're not going to be everyone's cup of tea you might jump onto one of your prospect social media profiles or look at their company website or look for company updates find something unique about them or their company and then tie that thing and weave it into your value prop let's say that you sell a s it's a project management software that helps team leaders delegate task manage and track projects you're reaching out to a manager who you happen to have

noticed is also a part-time dog train your creatively personalized email could be subject line unleash organization by recipient as a dog trainer you understand the art of leading a pack two success imagine also applying those skills to manage your team with project management software Asana can help you allocate tasks and fetch project reports effortlessly does this get your tail wagging best will it's a little bit corny but it's creative it's different it's going to interrupt the pan for some people others are going to think it's chw as hack and probably ignore it dog training ice

hole fishing or supporting the Toronto Raptors isn't always going to connect very easily to project madine software and that brings us onto the final level of personalization which I call relevant business personalization this type of personalization isn't about them or their dog training habits not to say that you can't include a little bit of personal personalization in there to elevate your message you can put PS so you've got a couple of caucus manuals I used to have a bunch when I was younger hope they're not running you too ragged right now that's thoughtful it's a

little add-on but it's not the reason why you're reaching out relevant business personalization is answering that exact question here's why I think you might be facing the problem or challenge that our solution could help solve you find an observation either while you're searching for leads or by doing research on each of the companies you're reaching out to that makes a logical sense for why a business might be more likely to be facing a challenge or looking for a solution like yours think of it like you're acting as a doctor you're looking for signals or symptoms

that an infection may be present catalysts that increase the severity or frequency of which the problems that you could help solve occur by using these in your Outreach you're one going to get their attention because you've done your research but two you're going to immediately ask that question for why is you've reached out to them and then you can segue into a connected problem but they might not be thinking about or they might be thinking about it but they don't know there's a solution available to solve it yet I'm going to Rattle off a couple

of examples of what these symptoms these catalysts often called triggers might look like company headcount increase company headcount decrease job openings and hiring announcements bad product reviews bad employee reviews company relocation Geographic expansion event attendance company Performance website updat rebrands bad press IPOs Acquisitions merges their Tech stack have had leadership changes launching or making changes to products theyve received some funding or investment there's new legislation that's going to affect them they showed some level of intent or interest in your company downloaded a white paper attended a webinar or you might just start working with a

competitor or an adjacent company to theirs now a few of these things are going to sound familiar to the second level of personalization that we spoke about the key to making these work is being able to segue them into a hypothesis of a problem they might be facing because of what you've observed it's about how you use those observations making them relevant the rest of the message by connecting them to a logical problem or challenge that that observation might create now you can't just use all of the things I just mentioned as potential observations it's

about knowing which ones are most likely to make someone interested in your product or facing a challenge or problem you can help with take a look at customers who have bought from you or shown interest in you in the past and figure out what changes were happening within those accounts that made them more likely to need your product basically only mention these things if you can clearly connect them to a problem that you're positioned to solve simple framework to apply these observations is I saw this about you because of that I thought this could be

a problem for you we can help solve that does this sound interesting the more nuanced or hidden the observation is the more likely you're going to get someone's attention if you've looked at someone's year end report then that's going to get their attention a lot more than just saying hey I saw that you're hiring people right now specific in these personalizations is also important the depth of which you go down that rabbit hole is ultimately a balancing act if you've got tens of thousands of customers in your market then you can spend less than 5

minutes looking each Prospect meanwhile if you're only selling to Fortune 100 companies you're going to not want to waste that opportunity and you're going to want to do a lot more research on each of the prospects happy personalizing sellers