The latest on email personalization

Before the pandemic, receiving a sales email with your name was impressive. Today that's table stakes. Sellers need to do more to create rapport. The best are making them feel like they are receiving a message custom-made just for them.

Some examples of email personalization include writing emails that are:

• Unique to the individual (attended the same school or know people in common)
• Aligned to a buyer’s unique challenges as positioned by specific knowledge of their pain points
• Company- or account-based trends or data
• Persona-based – positioned by buyer role
• Sale stage-based – positioned by where a buyer is in the sales cycle
• Cause or charitable-based - cues as to where they are giving or lending support

Insight sources for personalization are plentiful. Social media platforms such as LinkedIn, Twitter, Facebook, and Instagram, provide cues as people actively publish personal information for public consumption. I'm always curious as to what folks chose to share in the "About" section of their LinkedIn profile. You can often tailor your message to their key passions and challenges.  Don't forget search strings on Google like [person's name] and speaking - where have they posited their point of view? [person's name and charitable] - where are they giving? [person's name and promoted] - are they on the move?

So for your next email, think "personal" and do the homework your competition is not. Drop us a line for more tips on personalizing emails at bwalton@billwaltonsalestraining.com.