Before we begin to assess how personalization affects cold email deliverability one must understand what “personalization” is?
Personalization is referred to as a technique used to meet the needs of t
he customers in a more effective as well as efficient manner, also making sure that the interactions with the customers are faster and easier.
This may ultimately lead to stage of increasing customer satisfaction and hence which may lead to a rise in the chances of future visits.
In simple words, one can say that, personalization is a means to make sure that the interaction as well as inter-communication amongst the customers and the sender is increased.
Bad personalization and its consequences
Most of you do not know certain techniques and rules associated with good personalization and how to make good cold email campaigns. That is because bad personalization and its associated issues may have great but bad effects over your cold emails that you send to your customers.
Most of the cold email senders make mistakes. A very important point to note here is that sending emails having the very same content to all the desired addresses is not at all a wise thing to do. This mistake indicates that your personalization in the emails is very poor.
A group of good personalized email contains emails that are unique in at least one aspect, and in which, the sender collects bits of unique information from different sources regarding each of his or her customers and then combines them to form a single email, to be sent to each different sender.
Although there are some custom fields in which the basic information such as the recipient’s first name, their company name, their website address, the industry they work in, or the place they come from are some mandatory details to be put in. But, it is important to note that, this isn’t enough at all in the context of sending cold emails these days.
You may have wished for good results after your cold email deliverables, but, haven’t got any positive outcomes since long. If you hope of a very good cold email results, which will provide you with amazingly satisfying results, then this is the time you start paying attention in adding some extra custom fields in the customers email.
This may even include certain references associated to your customer’s earlier work and projects, marketing activities, researches, etc. The sender can also improve personalization by adding these custom details in fragments, which may be in the form of long or full sentences and even paragraphs, sometimes, if the need be.
While sending these cold emails, you need to make sure that you are preparing each of these emails for separate and unique customer and not for a mass of customers, as a whole. Research and find details about each of your prospect and then send the email as desired.
The level of personalization, whether basic or advanced, always significantly affects the quality of your cold email and this is what, indirectly affects its deliverability rate.
Sonow coming to the question of how does personalization relate to deliverability of cold emails?
Email deliverability is a measure of the success rate of your emails sent to your customers and is rated by how many of your sent emails reach the inbox of your customers and this is affected by factors like:
- Number of open rates
- Number of unsubscribed emails
- Number of emails reported as spam
- Bounced and bad emails
More effort is needed to be applied for preparing cold emails with more advanced personalization. Adding just the basic details in the emails such as the customer’s name or just the company name, etc. won’t give you any proper results. You can only observe higher reply rates from your prospects only when you add details apart from the basic custom details and information about your customers.
The main aim here is to prove to your customer that you are really concerned about their welfare and that, you really care about them and their choices and desires from your company. And you also need to make them aware of the fact that you are really interested about their talents and works to such an extent that you had to research and collect information about them before sending that email.
In other words, personalization is also crucial to show your customers that you seriously wish to connect to them. And you should do this in such a way that, your customers also wish back to reply to you.
You need to note that when a poorly personalized email is sent to a lots of recipients together, there are increased chances that your those emails may ultimately end up in the spam folder of your recipients. Basically, it is not your fault entirely.
It is your email service provider who isn’t capable to detect whether you have been successful in making your emails relevant enough for them to take a notice and read and then respond. This is why poorly personalized cold emails sometimes end up in spam.
How to prevent ending up in spam?
What you need to do is a little bit more of hard work and research. Research a bit more about your recipients and send your cold emails in fragments consisting of those details. This will prevent your emails being common to all your prospects.
Also, your all emails will be different from one another. This will also prevent you from ending up in spam. It will make your messages more relevant and attractive to your recipients, which in turn will make your customers feel that they could give more thoughts to your emails.
Some more suggestions
Always make sure that you use catchy language while writing your email contents. You need to attract your recipients towards opening your emails and then reading them and then replying if the need be (which, always is). Do not use shortcuts while writing them. Add unique references to every prospect.
You can add references about their recent most blog post, latest tweets, website, etc. The aim is to make them think that you are interested in them, so much that you were influenced to research more about their details.