The refrain is familiar: “Personalising emails takes too long, and no one replies anyway.” It’s true that email reply rates are dropping, drowned out by the sheer volume of messages in today’s inboxes. But that doesn’t mean email is dead—it means it’s time to shift our mindset about how we approach outreach.
Personalisation isn’t just about superficial details or generic compliments. When done right, it can help you nurture leads, spark conversations, and build meaningful relationships. However, it also requires understanding which channels to use and how to make your outreach stand out.
The Right Channel for the Right Purpose
Outreach is no longer a one-size-fits-all process. Different channels serve different purposes, and using them strategically can improve your chances of connecting:
- Emails: Think of these as nurture tools—valuable for keeping your name in the mix but less likely to yield immediate responses.
- LinkedIn: A platform to stand out, especially when you engage authentically with prospects’ posts or comments.
- Phone Calls: These remain a vital tool for building human connections and fostering live dialogue.
- Direct Mail: Tried, tested, and often overlooked, this method is still effective for creating memorable touchpoints.
- Face-to-Face Meetings: In a world questioning authenticity, meeting in person proves you’re more than just pixels on a screen.
The Real Question: How Do You Personalise Effectively?
Surface-level personalisation no longer cuts it. Mentioning someone’s alma mater or job title doesn’t demonstrate true effort or insight—it reads as generic. Instead, try these tactics to create meaningful, personalised outreach that resonates:
1. Talk About Their Team
Researching and referencing people in their team shows that you’ve taken the time to understand their organisational structure and priorities. It’s instantly relevant and signals genuine interest in their challenges and goals.
2. Leverage Job Descriptions
Job specs are goldmines for understanding a company’s focus areas. Whether it’s an emphasis on digital transformation or building out a new department, these documents provide insight into what matters most to the organisation—and, by extension, your prospect.
3. Explore Below-the-Line (BTL) Selling
BTL selling involves connecting with potential end users within a company to understand their pain points. Armed with these insights, you can tailor your outreach to address specific challenges, making your pitch more compelling when you engage decision-makers.
4. Engage with Social Media Activity
Not everyone posts on LinkedIn, but many people engage with content by liking or commenting. Monitoring these activities provides valuable triggers to start conversations, such as forwarding relevant articles they’ve interacted with or referencing shared interests.
5. Focus on Case Studies
Understanding who a prospect sells to or works with offers a window into their values and priorities. Referencing relevant case studies not only shows that you’ve done your homework but also aligns your solution with their specific needs.
6. Analyse Types of Hires
Hiring trends are more than a signal—they’re a blueprint of where a company is heading. By analysing the types of roles a company is adding, you can uncover strategic priorities that can shape the narrative of your outreach.
Sparking Genuine Interest
Personalised outreach is about creating a spark—a moment of recognition that makes the recipient feel understood and valued. It’s not about volume but about the quality of each interaction. By shifting the focus from what you know to how you connect, you can cut through the noise and make an impression that leads to meaningful dialogue.
So, the next time you feel like personalisation takes too long or isn’t worth the effort, remember: relevance beats speed. It’s not about how fast you send an email—it’s about how deeply it resonates.
