Guide
Cold email personalization guide
Personalization is not first-name merging. It's turning research into a message the prospect could only receive from someone who did their homework.
Start with the signal, not the template
The strongest emails are anchored in a signal: a recent hire, a product launch, a funding announcement, a job post, a public priority. Start there. Build the email outward.
Three layers of personalization
Personalization works in layers. The stronger the layer, the stronger the reply.
- Layer 1 — industry relevance (baseline, not enough on its own)
- Layer 2 — role and company fit (better, but still generic)
- Layer 3 — account-level signal or observation (where replies come from)
Watch for fake personalization
Merging 'I see you're at {company}' or complimenting a LinkedIn post you didn't read fools nobody. If the observation isn't specific, leave it out.
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