{"id":3436,"date":"2017-06-01T13:00:09","date_gmt":"2017-06-01T11:00:09","guid":{"rendered":"https:\/\/woodpecker.co\/blog\/?p=3436"},"modified":"2025-01-21T10:26:37","modified_gmt":"2025-01-21T09:26:37","slug":"personalization-deliverability","status":"publish","type":"post","link":"https:\/\/woodpecker.co\/blog\/personalization-deliverability\/","title":{"rendered":"How Does Personalization Affect Cold Email Deliverability?"},"content":{"rendered":"<p>I&#8217;ve already written a few pieces on personalization in cold <span id=\"urn:enhancement-14bc7556\" class=\"textannotation disambiguated wl-thing\">email<\/span>. I&#8217;ve given numerous reasons why personalization is a must. Yet, here&#8217;s another one: deliverability of your cold <span id=\"urn:enhancement-c65ac14f\" class=\"textannotation disambiguated wl-thing\">email<\/span> campaigns. This is something you can&#8217;t just ignore or omit, because if you do <span style=\"font-weight: 400;\">\u2013<\/span> your <span id=\"urn:enhancement-cff6840c\" class=\"textannotation disambiguated wl-thing\">emails<\/span> will simply stop being sent. Here&#8217;s more about the link between personalization and deliverability. Check how it works and how to personalize your\u00a0cold <span id=\"urn:enhancement-6b824e3c\" class=\"textannotation disambiguated wl-thing\">email<\/span> campaigns\u00a0to make sure your <span id=\"urn:enhancement-7df21799\" class=\"textannotation disambiguated wl-thing\">emails<\/span> get sent and delivered.<\/p>\n<h2>What do I mean by\u00a0&#8220;personalization&#8221;?<\/h2>\n<p>If you are able to\u00a0send the very same message to hundreds and thousands of addressees, it means the message lacks personalization. A cold <span id=\"urn:enhancement-8ae3264f\" class=\"textannotation disambiguated wl-thing\">email<\/span> template for personalized outreach will use\u00a0some custom fields to incorporate pieces of information unique for each recipient.<\/p>\n<p>Most often, the custom fields will include some basic information like the recipient&#8217;s first name, their company name, their website address, the industry they operate in, or the city they come from. That&#8217;s a good first step. But nowadays, it&#8217;s often not enough.<\/p>\n<p>If you think of a highly personalized campaign that&#8217;ll bring you really satisfying results, you need to work on some custom fields including more sophisticated references to your prospect&#8217;s previous work, clients, projects, marketing activities, etc. You can use personalization snippets as long as full sentences or even paragraphs.<\/p>\n<h4>Check out those posts to find some ideas on how to personalize your cold emails:<\/h4>\n<ul>\n<li><a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/3-steps-to-personalized-cold-emails\/\" target=\"_blank\" rel=\"noopener noreferrer\">3 Steps to Highly Personalized Cold Emails &gt;&gt;<\/a><\/li>\n<li><a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/how-i-wrote-a-cold-email-that-got-50-reply-rate-2\/\" target=\"_blank\" rel=\"noopener noreferrer\">How I Wrote a Cold Email that Got 50% Reply Rate &gt;&gt;<\/a><\/li>\n<li><a href=\"https:\/\/woodpecker.co\/blog\/prospecting\/where-to-find-prospects\/\" target=\"_blank\" rel=\"noopener noreferrer\">15 Places Where You Can Find Prospects, Other than LinkedIn &gt;&gt;<\/a><\/li>\n<\/ul>\n<p>So when I say &#8220;personalization&#8221; talking\u00a0about <a href=\"https:\/\/woodpecker.co\/blog\/how-to-write-a-cold-email-that-actually-works-six-step-tutorial\/\">cold <span id=\"urn:enhancement-4031be0a\" class=\"textannotation disambiguated wl-thing\">emails<\/span><\/a>, I mean making each of the messages tailor-made for each prospect. This is possible to achieve, even if you send your\u00a0<span id=\"urn:enhancement-b2056651\" class=\"textannotation disambiguated wl-thing\">emails<\/span> and follow-ups to numerous prospects. The level of personalization: basic, or more advanced, will significantly\u00a0affect the effectiveness of your cold <span id=\"urn:enhancement-1a2c99d1\" class=\"textannotation disambiguated wl-thing\">email<\/span> campaign and its deliverability rate.<\/p>\n<p>If you put some effort into preparing more advanced snippets than just the basic information like the first name, the company name, and so on, you will probably observe higher reply rates. The point is to show your prospect that you care about them to the extent that made you carry out some research before you reached out to them.<\/p>\n<h4>Here&#8217;s how to prepare your prospect base for a highly-personalized email campaign:<\/h4>\n<ul>\n<li><a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/copy-and-prospects\/\" target=\"_blank\" rel=\"noopener noreferrer\">What Should Go First: Cold Email Copy or Prospect Base? &gt;&gt;<\/a><\/li>\n<\/ul>\n<p>Personalization is a way to show\u00a0your prospects that you really want to talk to them. And if you make it really relevant, which is what you should aim at, it&#8217;s also a way to give the recipients\u00a0a good reason to reply to you.<\/p>\n<h2>Why personalization matters in terms of deliverability?<\/h2>\n<p>In short: because a non-personalized <span id=\"urn:enhancement-79240e49\" class=\"textannotation disambiguated wl-thing\">email<\/span> sent to\u00a0a large group of recipients is just an inch away from SPAM.<\/p>\n<p>Actually, your <span id=\"urn:enhancement-7136db90\" class=\"textannotation disambiguated wl-thing\">email<\/span> provider cannot verify if you selected your prospect group carefully enough to make the non-personalized message relevant to them. So just in case you didn&#8217;t, they will classify it as potential SPAM. And that&#8217;s how you put\u00a0the &#8220;spammer&#8221; label on your back. That&#8217;s why you get blocked from sending, your messages get blocked from being delivered, and your <span id=\"urn:enhancement-f30d0b6e\" class=\"textannotation disambiguated wl-thing\">email<\/span> server IP gets on a blacklist.<\/p>\n<p>How to avoid that wretched scenario?<\/p>\n<ul>\n<li>Add some personalization snippets to your <span id=\"urn:enhancement-8e2a2030\" class=\"textannotation disambiguated wl-thing\">email<\/span> templates<\/li>\n<li>Split your prospect base to a few smaller batches and customize the copy\u00a0for each batch<\/li>\n<li>Ideally, combine the two above<\/li>\n<\/ul>\n<p>This way, you won&#8217;t be sending identical\u00a0messages to a large group of prospects. Your messages will vary, which will allow you to keep away from anti-spam filters. It will also make the messages more relevant to your prospects, which will make them open the <span id=\"urn:enhancement-54f876bc\" class=\"textannotation disambiguated wl-thing\">emails<\/span>, read them, and reply.<\/p>\n<h2>How to personalize cold email campaigns for high deliverability?<\/h2>\n<p>As I mentioned before, the higher the personalization level, the better for you.<\/p>\n<h4>Basic personalization<\/h4>\n<p>If you add just the first name, company name, industry, etc. <span style=\"font-weight: 400;\">\u2013<\/span> you go for the basic\u00a0personalization option, which is better than no personalization at all, but it\u00a0may be not enough. That depends also on your prospect group and the purpose of your <span id=\"urn:enhancement-abbd0932\" class=\"textannotation disambiguated wl-thing\">email<\/span>.<\/p>\n<h4>Advanced personalization<\/h4>\n<p>If you enrich your prospect base with some research results and perfectly planned spots for the found pieces of information in your <span id=\"urn:enhancement-a68bfb0\" class=\"textannotation disambiguated wl-thing\">email<\/span> copy, you may see some spectacular results. Try to add to your <span id=\"urn:enhancement-c6a87443\" class=\"textannotation disambiguated wl-thing\">email<\/span> some specific references unique for each prospect.<\/p>\n<p>You can refer to their latest blog post, one of their latest tweets, a specific part of their company website, a\u00a0relevant piece of info on their LinkedIn profile, and so on. The trick is to show them that you took the time to check who they are, and that you found something that actually triggered you to write to them.<\/p>\n<h3>Examples<\/h3>\n<p>To give you a very quick example, let&#8217;s say you send a cold <span id=\"urn:enhancement-8ae2831\" class=\"textannotation disambiguated wl-thing\">email<\/span> to a blog owner to get your article published on their blog as a guest post.<\/p>\n<h4>Zero personalization<\/h4>\n<p>You could send a totally impersonal message like this one (please don&#8217;t do that):<\/p>\n<p><article class=\"email-template\">\n    <div class=\"email-template-top-bar email-template__bar\">\n      <span class=\"email-template-top-bar__button\"><\/span>\n      <span class=\"email-template-top-bar__button\"><\/span>\n      <span class=\"email-template-top-bar__button\"><\/span>\n    <\/div>\n        <div class=\"email-template__content\">\n      <p>Hello there,<\/p>\n<p>My name is Jane and I&#8217;m an expert in the field of <span id=\"urn:enhancement-d7b9f572\" class=\"textannotation disambiguated wl-thing\">sales<\/span>. I&#8217;m running my own <span id=\"urn:enhancement-e92ea6ad\" class=\"textannotation disambiguated wl-thing\">sales<\/span> blog, but now I&#8217;m looking for companies to partner with in marketing activities. I can write a high quality article which will be definitely interesting to your readers.<\/p>\n<p>Please let me know if you&#8217;re interested.<\/p>\n\n    <\/div>\n<\/article><\/p>\n<h4>Basic personalization<\/h4>\n<p>Here&#8217;s the same message with some basic personalization:<\/p>\n<p><article class=\"email-template\">\n    <div class=\"email-template-top-bar email-template__bar\">\n      <span class=\"email-template-top-bar__button\"><\/span>\n      <span class=\"email-template-top-bar__button\"><\/span>\n      <span class=\"email-template-top-bar__button\"><\/span>\n    <\/div>\n        <div class=\"email-template__content\">\n      <p>Hello <span style=\"color: #97c33a;\"><strong>{{Jeff}}<\/strong><\/span>,<\/p>\n<p>I was looking for <span id=\"urn:enhancement-a8442150\" class=\"textannotation disambiguated wl-thing\">sales<\/span> blogs and I came across your <span style=\"color: #97c33a;\"><strong>{{Modern\u00a0Sales}}<\/strong><\/span> blog. Great stuff.<\/p>\n<p>Actually, I&#8217;m running my own blog, and now I&#8217;m looking for bloggers\u00a0to partner with in marketing activities. For starters, I could write a high quality article which will be definitely interesting to your readers.<\/p>\n<p>Please\u00a0let me know if you&#8217;re interested.<\/p>\n\n    <\/div>\n<\/article><\/p>\n<p>The version above uses just two custom fields, the first name and the blog name. This is not very much, but it&#8217;s better than no personalization at all.<\/p>\n<h4>Advanced personalization<\/h4>\n<p>Check out the more advanced\u00a0personalization example below:<\/p>\n<p><article class=\"email-template\">\n    <div class=\"email-template-top-bar email-template__bar\">\n      <span class=\"email-template-top-bar__button\"><\/span>\n      <span class=\"email-template-top-bar__button\"><\/span>\n      <span class=\"email-template-top-bar__button\"><\/span>\n    <\/div>\n        <div class=\"email-template__content\">\n      <p>Hello <span style=\"color: #97c33a;\"><strong>{{Jeff}}<\/strong><\/span>,<\/p>\n<p>Yesterday I read\u00a0your post on <span style=\"color: #97c33a;\"><strong>{{how to organize a <span id=\"urn:enhancement-872a2a85\" class=\"textannotation disambiguated wl-thing\">sales<\/span> funnel for <span id=\"urn:enhancement-85636092\" class=\"textannotation disambiguated wl-thing\">SaaS<\/span>}}<\/strong><\/span>. I loved that\u00a0you<span style=\"color: #97c33a;\"> <strong>{{gave practical step-by-step\u00a0instructions along with the template to download for free}}<\/strong><\/span>. I also checked other posts on the\u00a0<span style=\"color: #97c33a;\"><strong>{{Modern\u00a0Sales}}<\/strong><\/span> blog. Great stuff.<\/p>\n<p>Actually, I&#8217;m running my own blog, and now I&#8217;m looking for bloggers\u00a0to partner with in marketing activities. I thought I could write <span style=\"color: #97c33a;\"><strong>{{a kind of a case study on how I organized my <span id=\"urn:enhancement-c21adffd\" class=\"textannotation disambiguated wl-thing\">sales<\/span> funnel using your template}} <\/strong><\/span>and offer it to you as a guest post for the <span style=\"color: #97c33a;\"><strong>{{Modern\u00a0Sales}}\u00a0<\/strong><\/span>blog. Do you think it would be\u00a0interesting to your readers?<\/p>\n<p>Please let me know your thoughts.<\/p>\n\n    <\/div>\n<\/article><\/p>\n<p>I&#8217;d say such a message using some specific references and offering an idea connected to the actual work of the recipient is much more compelling than a generic guest post offer. The message proves that the sender is actually interested in writing a guest post for this particular blog for a reason.<\/p>\n<h3>Two reasons why the third version would work best<\/h3>\n<p>First of all, the third\u00a0version doesn&#8217;t scream <em>&#8220;I sent this to you and 49 other bloggers and I&#8217;ll just see how this will work&#8221;<\/em>. It says <em>&#8220;I sent it to you because I specifically chose your blog as the place I want to be a part of, and you as a person I want to partner with.<\/em> <em>You are special to me.&#8221;<\/em><\/p>\n<p>But this is just why people will like it. There&#8217;s also the reason\u00a0why anti-spam bots will like the last version of the message the most. Take another look at the message. Note what\u00a0part of it\u00a0is actually an email template, and what part is the personalized text of the snippets (I marked them with green\u00a0for you to easily assess).<\/p>\n<p>Your email provider may block you if you try to send 50 identical\u00a0messages. But thanks to the snippets, your messages won&#8217;t be identical. Each of them\u00a0will be unique. And they will feel more genuine and legit to both, people and bots.<\/p>\n<h2>What&#8217;s in it for you?<\/h2>\n<p>In fact, the construction of the personalized email I used as an example here\u00a0involves adding just three snippets other than the first name and the name of the blog:<\/p>\n<ul>\n<li>Snippet #1: what was their blog post about;<\/li>\n<li>Snippet #2: what I especially liked about the post;<\/li>\n<li>Snippet #3: what kind of a guest post I could write for them.<\/li>\n<\/ul>\n<p>It&#8217;s not very difficult. Sending such a campaign could be easily automated with <a href=\"https:\/\/woodpecker.co\">Woodpecker<\/a>.<\/p>\n<p>It will obviously take some time to do some\u00a0pre-campaign research, but it will definitely pay off when you see the replies coming.<\/p>\n<h3>Don&#8217;t try to take shortcuts<\/h3>\n<p>Cold emailing is not about sending generic leaflets to thousands of people. It&#8217;s about sending carefully prepared messages to a bunch of well-targeted prospects. I know it may feel counter-intuitive, but believe me when I say that personalization is a\u00a0necessary ingredient of a successful cold email campaign.<\/p>\n<p>Hope I managed to convince you that personalized cold emails have greater chances to be delivered, opened, and replied to.<\/p>\n<p>We also have an interesting interview on prospect research &amp;\u00a0personalization coming soon. Stay tuned.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I&#8217;ve already written a few pieces on personalization in cold email. I&#8217;ve given numerous reasons why personalization is a must. Yet, here&#8217;s another one: deliverability of your cold email campaigns. This is something you can&#8217;t just ignore or omit, because if you do \u2013 your emails will simply stop being sent. Here&#8217;s more about the link between personalization and deliverability. Check how it works and how to personalize your\u00a0cold email campaigns\u00a0to make sure your emails get sent and delivered.<\/p>\n","protected":false},"author":17,"featured_media":3454,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[13],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.11 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Personalization in Cold Email: What Effect Does It Have On Deliverability?<\/title>\n<meta name=\"description\" content=\"Personalization affects cold email deliverability. Check how it works and learn how to personalize your cold email campaigns to get them delivered.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/woodpecker.co\/blog\/personalization-deliverability\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Personalization in Cold Email: What Effect Does It Have On Deliverability?\" \/>\n<meta property=\"og:description\" content=\"Personalization affects cold email deliverability. Check how it works and learn how to personalize your cold email campaigns to get them delivered.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/woodpecker.co\/blog\/personalization-deliverability\/\" \/>\n<meta property=\"og:site_name\" content=\"Woodpecker Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/business.facebook.com\/woodpeckerapp\" \/>\n<meta property=\"article:published_time\" content=\"2017-06-01T11:00:09+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-21T09:26:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2017\/06\/How-Does-2017_06_01-Personalization-Affect-Cold-Email-Deliverability-.png\" \/>\n\t<meta property=\"og:image:width\" content=\"697\" \/>\n\t<meta property=\"og:image:height\" content=\"432\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Margaret Sikora\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@woodpeckerapp\" \/>\n<meta name=\"twitter:site\" content=\"@woodpeckerapp\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/woodpecker.co\/blog\/personalization-deliverability\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/woodpecker.co\/blog\/personalization-deliverability\/\"},\"author\":{\"name\":\"Margaret Sikora\",\"@id\":\"https:\/\/woodpecker.co\/blog\/#\/schema\/person\/dbd5fae1eeb41a0caf2e2c7bda48059f\"},\"headline\":\"How Does Personalization Affect Cold Email Deliverability?\",\"datePublished\":\"2017-06-01T11:00:09+00:00\",\"dateModified\":\"2025-01-21T09:26:37+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/woodpecker.co\/blog\/personalization-deliverability\/\"},\"wordCount\":1335,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/woodpecker.co\/blog\/#organization\"},\"articleSection\":[\"Deliverability\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/woodpecker.co\/blog\/personalization-deliverability\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/woodpecker.co\/blog\/personalization-deliverability\/\",\"url\":\"https:\/\/woodpecker.co\/blog\/personalization-deliverability\/\",\"name\":\"Personalization in Cold Email: What Effect Does It Have On Deliverability?\",\"isPartOf\":{\"@id\":\"https:\/\/woodpecker.co\/blog\/#website\"},\"datePublished\":\"2017-06-01T11:00:09+00:00\",\"dateModified\":\"2025-01-21T09:26:37+00:00\",\"description\":\"Personalization affects cold email deliverability. 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