Ideas for Customizing Marketing Messages for Customers

Your prospect has 147 unread emails. Yours just got added to the pile. What makes them open YOURS instead of the other 146? After sending thousands of cold emails and generating over $700M in sales throughout my career, I've identified the #1 mistake destroying most cold outreach: ZERO RIGHT PERSONALIZATION. Most reps "spray and pray". Sending the same generic template to 1,000 prospects hoping something sticks. Then they wonder why their response rate is 0.5%. Here's the cold email framework that consistently gets 20%+ response rates:  → Make your subject line about THEM, not you. Use recent news, achievements, or common pain points to spark curiosity. Example: "Your Inc 5000 ranking" or "Austin expansion" 1. Keep your email so simple it doesn't require scrolling. It MUST be mobile friendly, as 68% of executives check email primarily on their phones. 2. Use this 3 part structure:  → Personal opener: "Hey [Name], [specific personalization about them]"  → Show understanding: "In chatting with other [title] in [industry], they're typically running into [pain point]"  → Soft CTA: "Got a few ideas that might help. Open to chat?" 3. Research these personalization sources: • Company website (values, mission page) • Press releases • LinkedIn activity • Earnings transcripts (for public companies) • Review sites The hardest territory to manage isn't your CRM. It's the six inches between your prospect's ears. They don't care about your product. They care about THEMSELVES. Recently, one of my clients was struggling with a 1.2% response rate on cold emails. We implemented this framework, and within 2 weeks they hit 17.4% - with prospects actually THANKING them for the personalized outreach. Find your sweet spot on the personalization spectrum. You can't do hyper personalized video for everyone, but you can't blast the same generic template either. — Hey reps… want another cold email strategy? Go here: https://lnkd.in/gKSzmCda

I lost my mom in October. I am still recovering. I would be very loyal to a company that gave me the option to opt out of mother’s day emails the next 30 days vs. me just opting out of texts and unsubscribing like I’ve done the past few days. And this got me thinking…. Imagine if we could truly tailor our brand marketing to the customer on the loyalty / retention side of the funnel vs. bombarding loyal customers with behavioral emails and retargeting product ads. What if we personally got a survey from a brand that asked what we primarily shop for from them and how often we consider them, what things we are interested in, and the marketing materials that resulted were catered to that behavior? For example: What notifications would you like to receive? ⚫️ Based on your past purchase behavior ⚫️ Sales and promo announcements ⚪️ Outfitting Ideas ⚪️ Seasonal announcements What products interest you most? ⚪️ Based on your past purchase behavior ⚫️ Tops and Outerwear ⚪️ Bottoms and Jeans ⚪️ Shoes and Accessories How often do you want to receive these emails? ⚪️ Daily ⚪️ A few times per week ⚪️ Weekly ⚫️ A few times per month ⚪️ Rarely / Occassionally I know this would likely drag down some metrics but also think that as personalization becomes more and more important it’s something to noodle 🍜 on. 🖖

Email personalization isn’t just about adding ‘Hey [First Name]’ and calling it a day 🙄 If you want to stand out in a sea of bland, forgettable emails, you’ve got to go deeper. → I’m talking about crafting emails that make people feel seen. → Emails that actually connect with your audience and feel like a conversation - not a sales pitch. 🌶️ Here’s the deal: Personalization is about RELATABILITY. It's about knowing your audience so well that your email feels like it was written just for them, not some generic template. So, what does that actually look like? ⚡️ Share behind-the-scenes content - like how your products are made or a day in the life at your brand. Let them feel like they’re in on something. ⚡️ Send curated recommendations based on their purchase history. Not just “You bought this, so you might like this,” but more like “You’ve got great taste in [product category], here’s a vibe we think you’ll love.” ⚡️ Celebrate their milestones - birthdays, anniversaries, or even the day they joined your community. Make them feel special. ⚡️ Tap into shared values. If your brand cares about sustainability, empowerment, or community, weave that into your storytelling. Relatability is about connecting on a deeper level, not just selling a product. The bottom line? An email that feels human is an email that converts. Build trust, spark a connection, and let your brand’s personality shine through 💌 #personalizedmessaging #customerengagement #emailmarketing #DTC

I talked to several DTC brands in the last 10 days that told me SMS marketing performance was significantly down this BFCM compared to last year... here is a fix guaranteed to increase performance and lower unsubscribes in 2025👇 Inject better customer data into your SMS platform 👉 Guided selling funnels SMS has become one of the most saturated marketing channels in just a matter of years in DTC eCommerce. I think its awesome — and I believe whole heartedly in the channel having spent years in SMS marketing. However, while brand and consumer of adoption of SMS has risen, true personalization has not. Enter guided selling funnels as the fix. Guided selling funnels, also known as "quizzes", are high converting eCommerce funnels that ask shoppers a series of questions about their interests and preferences and pair them with the with products for seamless check out. On average, they increase conversion by over 300%. Quiz funnels handle purchase objections, develops a customer relationship, and most importantly for SMS, gives the brand a VAST amount of zero party data to connect with their customer in future marketing experiences. It's quite literally "marketing funnel efficiency". 💡 In fact, a brand putting a first time shopper going through a Digioh experience can capture over 50 unique points of zero and first party data to use to send personalized texts. Any brand who is not pushing this into segmentation for their campaigns automations is missing out Here are a few examples of vanilla texts brands send 😒 Coffee brand: "Shop all coffees now" Athleisure brand: "Check out our best sellers" Men's Grooming Brand: "Shop grooming products" 🔑 And here's how it becomes highly relevant by using quiz funnels and pushing that data into SMS ☕️ A coffee brand learns a shopper likes dark roast, whole beans, and usually buys 5lb bags. They uses that data to say: "shop whole bean dark roast coffee". 🏀 An athleisure brand knows a shopper is shopping for their husband, prefers dry-fit clothing, and likes neutral colors. They can retarget the shopper with "Get your husband the all new performance wear". " 🪮A mens grooming brand knows a shopper likes sandalwood, has sensitive skin, and doesn't like multi-step routines. - They can then text the shopper with, "Try the all new sandalwood face wash for one step results". Instant meh to great — and this can all be done easily within any SMS platform. SMS lives and dies by right message right time and having better data ensures a message can actually connect. With how expensive it can be to acquire an SMS subscriber and then retarget them with campaigns... relevancy matters. SMS doesn't need to be vanilla when paired with zero party data! As someone who cut their teeth in sms marketing… I couldn’t be more pumped to help Digioh customers do this at scale within platforms like Klaviyo, Postscript, Yotpo, Attentive, Braze, etc... to make texts that consumers want in their inbox!

𝗧𝗼𝗼 𝗺𝗮𝗻𝘆 𝗯𝗿𝗮𝗻𝗱𝘀 𝘁𝗿𝗲𝗮𝘁 𝗪𝗵𝗮𝘁𝘀𝗔𝗽𝗽 𝗹𝗶𝗸𝗲 𝗦𝗠𝗦. 𝗜𝘁’𝘀 𝗻𝗼𝘁. That's a criminal misuse of WhatsApp that’s quietly killing retention for both D2C and B2B brands. Brands get access to the WhatsApp API, upload a list, and hit “Send to All.” It feels efficient. But it creates what we call the broadcast trap, a pattern that burns through customer trust fast. 𝗪𝗵𝘆 𝗶𝘁 𝗗𝗼𝗲𝘀𝗻’𝘁 𝗪𝗼𝗿𝗸: Without enough personalization, messages feel generic and irrelevant. Customers start ignoring future messages after 1–2 interactions. Engagement and repeat purchase rates drop significantly. We’ve seen this across hundreds of brands before they changed their strategy to: → 𝗖𝗼𝗻𝘁𝗲𝘅𝘁𝘂𝗮𝗹 𝘁𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴: Messages are sent based on user actions, such as abandoned carts, product views, or purchase inactivity. → 𝗦𝗲𝗴𝗺𝗲𝗻𝘁-𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻: Returning customers, first-timers, and high-LTV buyers each get a different experience. → 𝗧𝗶𝗺𝗲𝗹𝘆 𝘁𝗿𝗶𝗴𝗴𝗲𝗿𝘀: Instead of one big push, messages are sent at the right moment — like 2 hours after a missed checkout, or 1 day before an offer expires. → 𝗣𝗿𝗼𝗴𝗿𝗲𝘀𝘀𝗶𝘃𝗲 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻𝘀: Each interaction builds on the last instead of restarting from scratch → 𝗖𝗹𝗲𝗮𝗿 𝗼𝗽𝘁-𝗶𝗻𝘀 𝗮𝗻𝗱 𝗽𝗮𝗰𝗶𝗻𝗴: Customers feel in control, not spammed. → 𝟮 -𝘄𝗮𝘆 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻𝘀: Hooking each message with contextual chatbots that continue the conversation. 1-way announcements don’t work, 2-way chats do. Here’s what changes when the 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻 𝗯𝗲𝗰𝗼𝗺𝗲𝘀 𝘁𝗵𝗲 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Higher conversion rates Better repeat purchase rates Dramatically fewer unsubscribes and spam reports That’s the power of doing WhatsApp 𝘳𝘪𝘨𝘩𝘵. And for those wondering how brands manage this kind of personalization at scale? They use tools that make it effortless (we built one we’re pretty proud of 😉).