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When it comes to personalization in cold emails, marketing managers tend to view good personalization as targeted and relevant, while bad personalization is seen as generic and intrusive.
Personalization in cold emails can make all the difference in whether or not your email gets opened, read, and acted upon. However, there is a fine line between good personalization and bad personalization, and it's important to understand the difference.
“Customers' behavior is changing. Your potential leads are savvier and intentional about what content they consume online and how they consume it. As a result, personalization and data-backed insights are more critical than ever for making meaningful connections with your audiences” – MarketingProfs
[Good Personalization in Cold Email]:
Marketing managers view good personalization as an effort made to understand their needs and interests. This could involve referencing a previous conversation, mentioning a common interest or hobby, or acknowledging their industry expertise.
It is also relevant, timely, and shows that you have done your research on the recipient. It’s important to note that good personalization should not be intrusive or overly familiar. It should feel natural and respectful.
Here’s an example of good personalization:
Hi [First Name],
I came across your recent interview on [publication name] where you talked about how important it is for businesses to focus on customer retention.
As a marketer myself, I couldn't agree more. I wanted to reach out to you because I believe our product/service could help you achieve your customer retention goals.
“For marketers, personalization is not just about targeted messaging, but hyper personal understanding. According to recent research, 73% of customers expect companies to understand their unique needs and expectations” – Salesforce Research [State of Marketing, 8th Edition, 2022]
[Bad Personalization in Cold Email]:
On the other hand, marketing managers view bad personalization as an attempt to trick or deceive them into thinking that the email is more personalized than it is.
This could involve using generic information that could apply to anyone, such as mentioning the recipient's city or company name without any context. It makes it irrelevant and misleading, and it shows that you have not done your research.
Here’s an example of bad personalization:
Hi [First Name],
I see that you work at [Company Name], located in [City Name].
Our product/service is perfect for businesses like yours. We have helped many companies in [City Name] achieve their goals.
As you can see, this email is not personalized at all. It doesn't show any effort made to understand the recipient's needs or interests. It's simply trying to sell something without offering any value or context.
“Having a clear idea of your target audience lets you create more targeted work, such as a great content market fit. With a good content market fit, your prospective customers will see content that speaks directly to their needs” – FoundationInc
In summary, to ensure good personalization in your cold emails, be sure to research your recipients thoroughly and use the information you gather to craft targeted relevant messages. Avoid using generic information or tactics that come across as intrusive or unprofessional.
By doing so, you'll increase your chances of catching the attention of marketing managers and ultimately achieving your outreach goals. Remember, when in doubt, keep it simple and genuine.
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