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How to Put the “Person” in Personalization and Get 10+% Reply Rates

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Sales Hacker
Sales Hacker

If your definition of personalization is still {Insert Name Here}, you’re in trouble. Sending the same templated emails to prospects is going to land you right in the dreaded email trash folder alongside countless other unread and unanswered cold emails. LeadIQ is on a mission to help you bring your cold email strategy out of the ice ages and into 2022. Learn how to personalize to anyone with creative persona-based value props, specific and relatable subject lines, and clever transitions that will leave no email wasted.

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1 Copyright © LeadIQ, Inc. Do not distribute. How to Put the “Person” in Personalization and Get 10+% Reply Rates
2 What are your current average reply rates? Copyright © LeadIQ, Inc. Do not distribute. A. < 2% B. 2-5% C. 5-10% D. 10%+
3 About Me Copyright © LeadIQ, Inc. Do not distribute. Jamison Pence Director of Sales Development at LeadIQ ● 15+ years in sales and the last 6 in Sales Development ● Coached 100s+ of Sales Development Reps ● SW Advantage, Force3, ZocDoc, Bizzabo, LeadIQ ● Consulted for Illusive, InSided (Now Gainsight), MVF Fun Facts ● Maryland ➜ New York ➜ Austin ● Performed Stand up for 8 years between DC and New York ● Completed a half marathon on crutches ● Recently bought a house in Austin with my fiance (and tortoise)!
4 Team First Cold Email - Reply Rates Copyright © LeadIQ, Inc. Do not distribute.
5 Today’s Agenda Copyright © LeadIQ, Inc. Do not distribute. 1. Rethinking Your Cold Email Strategy 2. Tactical Advice 3. Breakdown Great Personalized Emails
6 Five General Best Practices Copyright © LeadIQ, Inc. Do not distribute. 1. Connection-Based Economy Be human. Sales isn’t going anywhere until robots are buying from robots. 2. Person > Persona > Company Cover the Personal & Professional. People don’t care about your solution until they see you care about them. 3. No Wasted Emails If it looks like a marketing email then do not send it! You’re training your prospects to either open or ignore you. 4. Develop a Process Personalization at scale begins with a solid process. Most of your time should be spent performing high-value activities. 5. Constant Iteration Don’t let your outreach or process go stale.
7 Types of Personalization Copyright © LeadIQ, Inc. Do not distribute. 1:Many ● <1% Reply Rates ● Rely on Dynamic Tags {Company}, {Name}, etc. ● Destroys your email sender reputation ● Hurts your company brand 1:Few ● 2-5% Reply Rates ● Rely on common characteristics (i.e. Live in Austin, play guitar, etc.) 1:1 ● 6-10% Reply Rates ● Rely on specific characteristics (i.e. self-authored content, bio interest, past employment etc.) Self:Self ● 10+% Reply Rates ● Rely on specific characteristics (i.e. self-authored content, bio interest, past employment etc.) ● Connected to yourself and/or your team’s experience ● Personal, Authentic & Human lens
8 What’s your company's approach to email outreach? Copyright © LeadIQ, Inc. Do not distribute. A. 1:Many B. 1:Few C. 1:1 D. Self:Self
9 Openers & Sidenotes Copyright © LeadIQ, Inc. Do not distribute. Openers Relevant Connections & Circumstances ● Most compelling & reason to engage ● Actual TeamLink Connection ● Account News - Above The Line (ATL) ● Lead News / Shares ● Career Changes (If previous job was a customer) Sidenotes Assumed/Distant Connections & Circumstances ● Sweeten the message ● Content Downloads ● Account News - Below The Line (BTL) ● “P.S. -” OR “I also noticed..” ● Career Changes (No relevance from previous Job)
10 Hierarchy of Personalization Copyright © LeadIQ, Inc. Do not distribute. Going through your reads: 1. Self-Authored Content: a. Self-Authored Post on Linkedin, Podcast (listennotes.com), Articles 2. Self-Attributed Hobbies/Interests a. Interests in their bio, interesting employment history, listed hobbies 3. Company Initiatives (If relevant to persona) a. Product Releases, Expansion, Funding Checkdown: 4. Transition-Based a. Name meaning, Linkedin Recs (recent), College, Location
11 Subject Line Guidelines Copyright © LeadIQ, Inc. Do not distribute. ➔ Specific for everyone ➔ Specific to the first paragraph of personalization ➔ Tie to the person, not the value prop ➔ 1-4 words ➔ Goal of a Subject Line ◆ Get opened ◆ Don’t get stuck in spam ◆ Don’t bait & switch
12 How much time do you spend on personalizing an email? Copyright © LeadIQ, Inc. Do not distribute. A. < 5 min B. 5-10 min C. 10-15 min D. 15+ min
13 Personalization Framework Copyright © LeadIQ, Inc. Do not distribute. 1. Personal Intro 2. Human Tone: It’s familiar, friendly, and straightforward 3. Connect to yours or a colleagues shared experience 4. Always utilize sidenotes 5. Value prop is related to what they care about 6. F-Shaped, spaced and no block text
14 Step-by-Step Process Copyright © LeadIQ, Inc. Do not distribute. Step 1: Going through your reads (Hierarchy of Personalization) Step 2: Personalized intro Step 3: Clever transition to tie personalization into your industry or value prop Step 4: Insert personal-based value prop Step 5: CTA Step 6: Insert sidenotes Step 7: Tie subject line to personalized intro
15 Ideas to Get Started: Their Name Copyright © LeadIQ, Inc. Do not distribute. Tied a personal experience in with the personalization Clever transition into Value Prop SUBJECT: It’s Katie… not Katherine, Kathy, Kathrine
16 Ideas to Get Started: Shared Interests Copyright © LeadIQ, Inc. Do not distribute. SUBJECT: Panthers Softball Personalized intro & tied it into a personal connection Clever transition into the Industry or Value Prop Persona-Based value prop Used a distant circumstance to include a sidenote
17 Ideas to Get Started: Company Info Personalized intro based on their name with the reps perspective Clever transition into the field of interest Tie in company information (10ks) Flow into persona-based value prop Company News (Product Releases, Job Openings, Financial Information (10ks), Funding Announcements)
18 Try LeadIQ Free Visit LeadIQ.com/free

More Related Content

How to Put the “Person” in Personalization and Get 10+% Reply Rates

  • 1. 1 Copyright © LeadIQ, Inc. Do not distribute. How to Put the “Person” in Personalization and Get 10+% Reply Rates
  • 2. 2 What are your current average reply rates? Copyright © LeadIQ, Inc. Do not distribute. A. < 2% B. 2-5% C. 5-10% D. 10%+
  • 3. 3 About Me Copyright © LeadIQ, Inc. Do not distribute. Jamison Pence Director of Sales Development at LeadIQ ● 15+ years in sales and the last 6 in Sales Development ● Coached 100s+ of Sales Development Reps ● SW Advantage, Force3, ZocDoc, Bizzabo, LeadIQ ● Consulted for Illusive, InSided (Now Gainsight), MVF Fun Facts ● Maryland ➜ New York ➜ Austin ● Performed Stand up for 8 years between DC and New York ● Completed a half marathon on crutches ● Recently bought a house in Austin with my fiance (and tortoise)!
  • 4. 4 Team First Cold Email - Reply Rates Copyright © LeadIQ, Inc. Do not distribute.
  • 5. 5 Today’s Agenda Copyright © LeadIQ, Inc. Do not distribute. 1. Rethinking Your Cold Email Strategy 2. Tactical Advice 3. Breakdown Great Personalized Emails
  • 6. 6 Five General Best Practices Copyright © LeadIQ, Inc. Do not distribute. 1. Connection-Based Economy Be human. Sales isn’t going anywhere until robots are buying from robots. 2. Person > Persona > Company Cover the Personal & Professional. People don’t care about your solution until they see you care about them. 3. No Wasted Emails If it looks like a marketing email then do not send it! You’re training your prospects to either open or ignore you. 4. Develop a Process Personalization at scale begins with a solid process. Most of your time should be spent performing high-value activities. 5. Constant Iteration Don’t let your outreach or process go stale.
  • 7. 7 Types of Personalization Copyright © LeadIQ, Inc. Do not distribute. 1:Many ● <1% Reply Rates ● Rely on Dynamic Tags {Company}, {Name}, etc. ● Destroys your email sender reputation ● Hurts your company brand 1:Few ● 2-5% Reply Rates ● Rely on common characteristics (i.e. Live in Austin, play guitar, etc.) 1:1 ● 6-10% Reply Rates ● Rely on specific characteristics (i.e. self-authored content, bio interest, past employment etc.) Self:Self ● 10+% Reply Rates ● Rely on specific characteristics (i.e. self-authored content, bio interest, past employment etc.) ● Connected to yourself and/or your team’s experience ● Personal, Authentic & Human lens
  • 8. 8 What’s your company's approach to email outreach? Copyright © LeadIQ, Inc. Do not distribute. A. 1:Many B. 1:Few C. 1:1 D. Self:Self
  • 9. 9 Openers & Sidenotes Copyright © LeadIQ, Inc. Do not distribute. Openers Relevant Connections & Circumstances ● Most compelling & reason to engage ● Actual TeamLink Connection ● Account News - Above The Line (ATL) ● Lead News / Shares ● Career Changes (If previous job was a customer) Sidenotes Assumed/Distant Connections & Circumstances ● Sweeten the message ● Content Downloads ● Account News - Below The Line (BTL) ● “P.S. -” OR “I also noticed..” ● Career Changes (No relevance from previous Job)
  • 10. 10 Hierarchy of Personalization Copyright © LeadIQ, Inc. Do not distribute. Going through your reads: 1. Self-Authored Content: a. Self-Authored Post on Linkedin, Podcast (listennotes.com), Articles 2. Self-Attributed Hobbies/Interests a. Interests in their bio, interesting employment history, listed hobbies 3. Company Initiatives (If relevant to persona) a. Product Releases, Expansion, Funding Checkdown: 4. Transition-Based a. Name meaning, Linkedin Recs (recent), College, Location
  • 11. 11 Subject Line Guidelines Copyright © LeadIQ, Inc. Do not distribute. ➔ Specific for everyone ➔ Specific to the first paragraph of personalization ➔ Tie to the person, not the value prop ➔ 1-4 words ➔ Goal of a Subject Line ◆ Get opened ◆ Don’t get stuck in spam ◆ Don’t bait & switch
  • 12. 12 How much time do you spend on personalizing an email? Copyright © LeadIQ, Inc. Do not distribute. A. < 5 min B. 5-10 min C. 10-15 min D. 15+ min
  • 13. 13 Personalization Framework Copyright © LeadIQ, Inc. Do not distribute. 1. Personal Intro 2. Human Tone: It’s familiar, friendly, and straightforward 3. Connect to yours or a colleagues shared experience 4. Always utilize sidenotes 5. Value prop is related to what they care about 6. F-Shaped, spaced and no block text
  • 14. 14 Step-by-Step Process Copyright © LeadIQ, Inc. Do not distribute. Step 1: Going through your reads (Hierarchy of Personalization) Step 2: Personalized intro Step 3: Clever transition to tie personalization into your industry or value prop Step 4: Insert personal-based value prop Step 5: CTA Step 6: Insert sidenotes Step 7: Tie subject line to personalized intro
  • 15. 15 Ideas to Get Started: Their Name Copyright © LeadIQ, Inc. Do not distribute. Tied a personal experience in with the personalization Clever transition into Value Prop SUBJECT: It’s Katie… not Katherine, Kathy, Kathrine
  • 16. 16 Ideas to Get Started: Shared Interests Copyright © LeadIQ, Inc. Do not distribute. SUBJECT: Panthers Softball Personalized intro & tied it into a personal connection Clever transition into the Industry or Value Prop Persona-Based value prop Used a distant circumstance to include a sidenote
  • 17. 17 Ideas to Get Started: Company Info Personalized intro based on their name with the reps perspective Clever transition into the field of interest Tie in company information (10ks) Flow into persona-based value prop Company News (Product Releases, Job Openings, Financial Information (10ks), Funding Announcements)
  • 18. 18 Try LeadIQ Free Visit LeadIQ.com/free