How to personalize cold emails at scale | Sales Newsletter

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1. Step 2: Build your 3x3 email template “We covered how to write good sales emails a few weeks back, but a good cold email is 3 bodies of text, no more than 3 lines each when read on your phone.” But for personalization at scale, we're going to break 3x3 to add one personalization paragraph upfront without changing the rest of the email:

   In Cold email length and readability

2. There's no doubt that personalization increases the effectiveness of your emails. And yes, it takes more time, but the best SDRs I've ever coached have this down to a science. “The key to personalizing emails at scale is to realize that it's a massive if-this-then-that equation.” Get good at it you'll write amazing personalized emails in under 3 minutes.

   In Scalable personalization

3. There's no doubt that personalization increases the effectiveness of your emails. And yes, it takes more time, but the best SDRs I've ever coached have this down to a science. “Spot the top 10 triggers for personalization, write templates for each of them, then pop them in and out with slight tweaks.” Get good at it you'll write amazing personalized emails in under 3 minutes.

   In Scalable personalization

4. The team that sent all personalized emails had ~10% of the email volume, but almost double the meetings. “it takes more time” The key to personalizing emails at scale is to realize that it's a massive if-this-then-that equation. Spot the top 10 triggers for personalization, write templates for each of them, then pop them in and out with slight tweaks.

   In Scalable personalization

5. Open to learning more? “If you state the personalization trigger but don't segue it to the problem, it feels super robotic.” Remember, you only need 5 trigger templates. So take the time to master that super smooth segue.

   In Trigger-based personalization

6. If you do this right, you can create 5 trigger templates that allow you NOT have to personalize the rest of the email. “Here's an example using the first trigger from my list earlier: they're hiring a compensation person:” Most people leaders hate merit cycles because they spend 72 hours buried in spreadsheets auditing compensation mistakes.

   In Trigger-based personalization

7. What would make a PERSON at that company likely to buy “The easiest way to do this is to reverse engineer it from past prospects who've taken meetings, had the most painful discovery calls, or eventually bought your product... and try to find more people that look like them.” From there, stack rank the top 5 research triggers top to bottom. When I was at Pave selling compensation software, I broke it into company triggers and person triggers. It looked something like this:

   In Ideal customer profile

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