Email personalization at scale requires a well thought out, organized workflow. No ifs, ands, or buts about it!

The more personalized your emails are, the more valuable they will be to the recipient, and the better your response rate will be.

Example of email personalization at scale

The inverse is true as well – if your emails aren’t personalized or relevant to the recipient, you have a greater chance of having recipients mark your email as spam and that will burn out your domain and your results will tank.

When sending emails, you are sending your message to people who all fit different profiles and have different needs:

market segementation for cold email outreach
Draft your emails to speak to each persona in your recipient list at the same time | Source: Shutterstock

Emails are an effective way of reaching your audience and speaking to them directly. When you’re talking directly to your audience or customers, it’s best if you personalize the conversation.

Doing it for a few prospects can be easy. But what if you have hundreds or thousands of prospects or customers who you are reaching out to, you need a well thought out process to do email personalization at scale successfully.

This article will help you learn how to manage email personalization at scale.

Let’s dig in.

Why Email Personalization at Scale Matters?

It’s easy to send out a random templated email to your customers. However, that may not get you the results that you’re looking for. It might be opened at all and sent to the Junk folder directly. Customers need only a few seconds to decide whether they like your marketing message or not.

Case in point — emails that have a personalized subject line are 26% more likely to be opened.

Moreover, about 70% of millennials are frustrated because of irrelevant emails. By leveraging email personalization at scale, you are able to engage the recipient of your email on a one-to-one basis, driving more engagement because the reader feels that you are speaking directly to them.

Email personalization statistics
Image via SmarterHQ

It is not only millennials who demand personalization. Nine out of 10 consumers (91%) are more likely to buy from brands that personalize their offers and recommendations.

If you’re not personalizing your emails and communications with your customers, you’re already falling behind in the game, and subsequently, your competition.

There are numerous examples of brands that have benefited from personalization, and Amazon is a prime example among them. Every email that it sends includes personalized recommendations for the customers.

Personalized email from Amazon
Source: Amazon

How to Achieve Email Personalization at Scale?

What’s in a name? That which we call a rose by any other name would smell as sweet”… Romeo knows what’s up! Adding your customer’s name in your emails is the simplest personalization you can do.

But there’s a lot more to email personalization at scale than just that. You need to truly dive into the psyche of your audience and understand them.

To do this, you need to pull together data about your prospects and customers. Once you have this data, you need to make sense of it and figure out how to personalize your emails for your customers.

But gathering all relevant and reliable data, crafting an effective email that leverages that data, then sending that personalized email to the right people at the right time can be a huge challenge. As long as you have the right tools and the right strategy, this can be done.

So, let’s take a look at the different methods to help you achieve email personalization at scale.

1. Utilize Behavioral Analytics

To personalize your emails, you need to first understand your customers by figuring out their preferences. While you can figure that out by carrying out surveys and asking your customers, behavioral analytics can help too.

Here’s how to collect behavioral data:

  1. Segment your audience into different buyer personas. In your email outreach, you may want to speak differently to a CEO prospect versus a Director level person because they have different pain points. Segmenting your audience will help you craft the right message for the right recipient.
  2. Understand the customer journey for each persona. Does your prospect have purchase authority or do they have to ask a supervisor? Knowing this upfront will help you personalize your message more effectively.
  3. Track customer behavior for each persona. Looking at open rates, response rates, click-through rates, and other parameters is a great way to track customer behavior for each persona. As they click through to your website, UTM tracking helps in driving prospects from emails to your website so you can see their path to purchase more effectively.
  4. Create an icebreaker for each contact that is a point that would be relevant to them and feel personalized. Have your researcher look at blogs each prospect on your list wrote and make note of it in the spreadsheet where you are keeping your outreach list. Create a column in your spreadsheet where you can add an “icebreaker” which is a reference note about the person that you can relate with them on when you reach out to them. Write it in such a way that it drops naturally into the message of your email. Note which posts on their blog that they posted and take a snippet from it. Then when you send an email you can include copy like “I love your post on {{topic x}}. It really spoke to me.” This turns into a very personalized email and shows this was not an email sent to everyone. You want to show them that you took the time to research THEM so your message becomes genuine and well informed.

Boosting Your Conversions via Email Personalization at Scale

Did you know that you can personalize images in your emails to increase conversions?

Segmenting your audience and using behavioral analytics to gather insights can help you understand how to effectively personalize emails.

Imagine receiving a cold outreach email that includes a personalized image to grab a cup of coffee together so you can pitch them. Businesses see a 2x increase in conversion rates when this type of email personalization at scale is implemented.

email personalization with images in email
Email personalization with images: “[{Yourname}], let’s grab a coffee and I’ll tell you how we can help you.” Source: Lemlist

2. Establish a Team

To achieve email personalization at scale, you also need a dedicated team in place that can oversee your transition from a traditional email marketing approach to a trigger-based approach.

The idea is to ensure that the transition is smooth and gets implemented without a hitch. Your team should include:

  • A Campaign Manager who is managing the entire program
  • An IT Staff Member
  • One or more SDRs – Sales Development Representatives who are sending out emails and replying to recipients who want to learn more. Their goal is to schedule as many sales appointments as possible.
  • A researcher who is building your list using tools like LinkedIn and other market research tools. This is an evergreen process.

Bear in mind that this team would need to continuously work together to improve your email personalization results.

3. Employ Technology

Finally, you can’t go anywhere without technology and automation when you’re planning to do email personalization at scale.

Image Source: Giphy

The right technology can help you create numerous personalized variations and triggers that wouldn’t be possible manually. At the same time, email marketing automation enables you to send out such emails on autopilot when the actions related to the triggers take place.

Some of the email automation tools you can check out are:

  • Mailshake
  • Hubspot
  • Woodpecker
  • Mixmax
  • Lemlist
  • Active Campaign
  • Clickfunnels

Conclusion: Personalize Your Emails at Scale Now

Email is an important marketing channel and personalization is a great way of getting the best out of it. Consumers demand personalization from brands and if you’re not delivering it, they may end up going to your competitors.

To wrap up, you should utilize behavior analytics, analyze customer usage, set up a dedicated team for personalization, and employ technology to achieve email personalization at scale.

However, doing all of this yourself can be challenging. It always helps to work with experts. We, at SSC, have a dedicated team of professionals who can help you with this and many other things. So get in touch with us now.


Shira Simmonds

Author Shira Simmonds

More posts by Shira Simmonds

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