Have you ever opened a cold email that started with, “Hey “Nickname you barely recognize”!” and immediately felt confused? Many professionals find overly personalized cold emails to be inauthentic and off-putting.
Personalization is undoubtedly crucial in cold outreach. It demonstrates effort and increases the chances of your email getting noticed. However, there’s a fine line between personalization and intrusion. Let’s explore how to personalize your cold emails in a way that feels genuine and builds trust, not trigger the creep factor.
Let’s check examples of unnerving personalization
We’ve all been there. Here are some red flags to avoid when personalizing your cold emails:
- Fake Familiarity: Imagine starting your email with, “What’s up, Michael!” to someone you’ve never interacted with. Using nicknames or overly casual greetings based solely on a name feels disingenuous.
- Inferred Details: Mentioning the recipient’s love for exotic fish based on a ten-year-old social media post is a big no-no. Inaccurate or outdated information can be seriously creepy.
Shallow Flattery: Generic compliments like “You’re a rockstar in your industry!” come across as insincere.
Cold Email
The golden average
So how do you personalize your cold emails without touching those red flags? Here’s the sweet spot:
- Focus on Public Information: Utilize details from the recipient’s company website, professional bio, or relevant industry publications. Did they recently publish an article? Mention it and showcase your knowledge of their expertise.
- Target Pain Points: Personalize around the recipient’s professional challenges. Are there any industry trends or company news that highlight a potential obstacle? Briefly acknowledge it and showcase how your product or service can be a solution.
- Keep it Specific and Relevant: Let’s say you’re offering a project management tool. Don’t just say, “I know you’re busy!” Mention a recent project they successfully completed and how your tool could have streamlined the process.
Pro tips for genuine personalization
Here are some additional tips to ensure your personalization efforts land well:
- Do Your Research: Invest time in researching the recipient and their company. A little effort goes a long way.
- Maintain a Respectful Tone: Avoid overly enthusiastic or pushy language. Remember, you’re building a relationship, not forcing a sale.
- Focus on Value Proposition: Highlight how your product/service can specifically address their needs. Don’t just talk about yourself; demonstrate how you can benefit them.
- Less is More: Don’t overwhelm the recipient with excessive personalization. Stick to one or two relevant details that showcase your understanding of their situation.
Long story short
Genuine personalization is a powerful tool in your cold email arsenal. By avoiding creepy tactics and focusing on relevant information that adds value, you can build trust and connections that lead to positive outcomes. Remember, it’s about starting a conversation and slowly building a relationship.
Bonus for those who have read the whole article
A template to get you started:
- Subject: Inspired by your recent article on Cold Emails…
- Greeting: Dear *First Name*, I came across your insightful piece on article regarding Cold Emails. Particularly, I found your point about Personalisation interesting…
- Opening Line: I noticed that you are currently working on Cold Emails. At *Your company*, we specialize in automating personalization for cold emails, and I think our solution can save your time.
This is just a basic example on how you can start a cold email and build a conversion that matters for the recipient. Remember, in email marketing, you must create real value to get loyal subscribers who then will become loyal customers. Be patient and you will be satisfied as you get to the “finish line”.
