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What Every Sales Development Pro Needs to Know About Email Personalization

2 min read
Updated Aug. 24, 2020
Published Jun. 25, 2014

I won’t respond to an email that I know was blasted from a marketing automation system.


Because I know there is a lot less likelihood that I am a fit for what they’re selling when they haven’t tailored the email communication to my needs.

In talking with others, I realize I’m not alone:


Craig Hyde, CEO of Rigor gets at least 20 sales emails every day. He told us…

The more personal an email, the more likely I respond…and if the sales rep really thinks through the email, and makes the reply easy, I’ll respond every time.

It’s about facilitating a response based on the level of personalization you put in.

We’ve shared the 7×7 strategy is one of the best outbound strategies. But are they custom emails?

Yes and no – it depends on factors such the number of people you’re reaching out to and what stage they are in the buying process. But one thing is absolutely certain…

There is room for growth and improvement in email personalization.

The concept I’d like to share is targeted towards SDRs whose goal is to send more emails and generate more responses.

Let’s say you have a 1.5 hours per day to send prospecting emails. The following options are available:

  • Send 15 hyper-personalized emails
  • Send 500+ unpersonalized emails

It’s important to understand that the level of personalization lies on a sliding scale, and as personalization diminishes, so too does your response rate.


However, when your focus shifts to providing value by presenting a solution based on their specific challenges, you are able to better optimize the level of personalization.

I’m not saying that you should always personalize your outreach. I’m saying that based on the level of personalization in each email, you should know what to expect in terms of response rate.

With this in mind, you can better tailor your outreach strategy towards the response rate that each unique situation presents.

Sometimes it might be wise to use a Jeff Hoffman “Why You, Why You Now,” and sometimes it might be wise to use a 7×7 cadence.

Later, we’ll talk about blending the two as part of our custom P.S. line strategy. Stay tuned.