Customization is the new Personalization
The Internet age has brought so many changes to the way we play, work, and live. It also changed the way we buy and sell things.
Email recipients have gotten smarter.
Enterprise buyers have more information and tools to evaluate your solution than ever before. They can and will speak to an array of consultants and competitors about your company.
Their inboxes are flooded with irrelevant spam.
They're currently in 5 different sequences from other companies. Their spam filters block out most external emails anyway. And they are constantly seeing waves of other vendors in their news feeds.
Customize to their company, role, and industry; not their person.
In business, unless you have a good reference or know somebody, you should never talk about their personal details in a cold email. Going to the same college as a cold buyer ultimately means nothing. You can't shortcut business value. Speak to your prospect's OKRs, industry, and trends that shape the present and future of their work. They won't talk to you unless they know you are working for them.
