Importance of Personalization in Messaging

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

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 😉).

Hot take: your "personalized" recruiting emails aren't actually personal. We just analyzed millions of outreach messages and confirmed what I've suspected for years: adding "{First_Name}" and "I see you worked at {Company}" is basically the same as sending a completely generic template. The data doesn't lie. "Somewhat personalized" messages get virtually identical reply rates as non-personalized ones.  But highly personalized messages? 73% engagement rate (shocking absolutely no one who understands how humans work). Here's the thing — top talent (especially in tech) gets bombarded with dozens of these "personalized" messages weekly. They can spot the mail-merge fields from a mile away. Real personalization means: — Referencing specific projects they've built, not just companies they've worked for — Connecting their unique experience to the actual problems your team is solving — Showing you've done more than 30 seconds of LinkedIn scanning Yes, this takes more time. That's the point. Everyone else is optimizing for speed and volume because it's easier to measure. We're optimizing for signal-to-noise ratio because it actually works. For our customers recruiting for senior engineering or leadership roles, this isn't optional — it's the price of admission. I loved what Olivia from Roblox shared: she actually sits with engineers to understand the day-to-day reality of their work, then puts those insights directly into her outreach. Not some generic "we have free snacks and WFH Wednesdays" pitch. The market has spoken. You can either be part of the noise, or you can be the signal. Your choice. (And yes, we built tools in Gem to make this level of personalization more scalable. But no tool replaces actually caring about who you're reaching out to.)

No personalization falls flat. Too much personalization feels creepy. Where's the sweet spot? Personalization in health experiences can be powerful. But it only works when it feels relevant, respectful, and aligned with the patient’s own motivations. When it WORKS: 🔹 Increased Engagement – Studies show that using a patient’s name or tailoring outreach to their health needs increases response rates. Personalized screening messages can significantly outperform generic reminders. 🔹 Relevance and Trust – When a message feels tailored for me, not just about me, it builds a stronger connection—and in preventive care, trust drives action. When it BACKFIRES: 🔹 Perceived Intrusiveness – Messages that reveal too much—or say it too bluntly—can feel invasive, not helpful. 🔹 Misalignment with Motivation – If the message doesn’t align with what the patient values or wants, it can spark reactance—a resistance to being nudged. 🔹 Emotional Misfires – Sensitive topics (like cancer risk or digestive issues) require care. Even well-intentioned personalization can provoke anxiety if it feels misjudged. Finding the BALANCE: 🔹Transparency builds trust – Patients don’t need to approve every message, but they do need to understand where it comes from and why they’re getting it. 🔹Support autonomy – Personalization should make people feel more in control, not less. Messages that align with a patient’s goals (like protecting family or staying active) are far more effective than messages that push the system’s agenda. 🔹Test and adapt – One person’s helpful nudge is another’s "ick". Behavioral testing and segmentation help strike the right tone. As AI gets integrated into more health experiences, we have an incredible opportunity to deliver more meaningful, personalized interactions at scale. But only if it supports patients' goals and motivations.

Why you should forget one-size-fits-all. Make it personal. Be memorable. If you are like me, you are always on the lookout for better ways to connect with your audience. In today’s fast-paced digital world, where getting lost in a crowd feels like a daily occurrence, personalization isn’t just a nice-to-have; it’s a game-changer for small businesses. When you tailor your lead generation strategy, you’re not just casting a wide net. You’re creating targeted outreach that resonates with potential customers on a personal level. Here are some approaches to consider: 1. Know Your Audience:  Take the time to research and understand your ideal customers. What are their pain points, interests, and preferences? Use surveys, social media insights, and customer feedback to gather valuable information. 2. Segment Your Leads:  Not all leads are created equal. Segment your audience based on their behaviors and demographics. This allows you to craft messages that speak directly to each group’s unique needs. 3. Personalize Your Outreach:  Use your gathered information to personalize your emails, messages, and content. Address your leads by name and reference specific challenges they might be facing. This slight touch can make a big difference. 4. Follow Up Thoughtfully:  After your initial outreach, don’t just disappear. Follow up with relevant content or offers that align with their interests. This shows that you’re invested in their journey, not just in making a sale. 5. Measure and Adjust:  Finally, keep track of what works and what doesn’t. Use analytics to refine your approach continuously. Personalization is an ongoing process, and staying adaptable is key. With a little effort, you can transform your lead generation strategy and foster deeper connections with your audience. #LeadGeneration #SmallBusiness #Personalization

How I doubled my sales with email marketing. You know that feeling when you receive an email, and the subject line  catches your attention. That's the impact of personalization. Also known as a brand's superpower. - It’s an opportunity to connect. - It affects purchase decisions subconsciously. When strategizing for email marketing, leveraging this natural tendency can be a game changer. Here's my method: 1. Identify your marketing goals   → looking to boost sales → expanding your customer list → or you’re launching a new product Your goal shapes how you apply personalization. 2. Target your desired customers   → what's their profile? → what are their interests? → what do they look for in products? These insights are critical for the next steps. 3. Put personalization to work: a. Personalize your emails - segment your list - use clear call-to-actions - address customers by their name - tailor content based on their interests b. Personalize post-purchase communication - ask for a review - provide order updates - introduce other relevant products - send a 'thank you for your purchase' note 4. Be consistent but respectful → use email automation prudently → regularly stay in touch, but don't bombard → aim to be remembered, not seen as an annoyance Personalization is now well-established. 5. Initiate special promotions     → make your communication feel special → offer exclusive deals to email subscribers → share updates about upcoming promotions 6. Maintain and grow the relationship → consider a loyalty or referral program → offer helpful information, tips, resources → continue to engage beyond the purchase It’s not just selling. It’s connecting with a purpose. PS: How do you uniquely "connect" through your email marketing?

🤡 Most DTC brands incorrectly think #personalization means: ✔️ Using the customer’s [first_name] in an email, sms or push ✔️ Sending them a generic “recommended for you” product list ✔️ Offering a blanket incentive “10% off your next order” "That’s not personalization. That’s automation dressed up as effort." 🤷🏻♀️ This is all from the ever-wise Eli Weiss and his latest newsletter, "All Things #CX and #Retention" (link in the comments 🙏🏼🔗) And while I 100% agree- I'd like to throw in some even more food for thought on how to 💖 TRULY personalize 💖 this post-purchase experience. 📲 Personalization is about sending the right message, in the right way, at the right time, and in the right place. This is a VERY challenging task to tackle for Every. Single. Individual. Customer. (I promise your #CRM teams will agree with me on that). 😥 We end up drafting a wet blanket of an email follow-up that probably has low open rates and just doesn't provide much value... especially because we assume EVERY SINGLE CUSTOMER needs to receive it 23 hr after purchase (or another static time delay). Friends - these interactions CAN and SHOULD feel human. Even if you're using #generativeAI to write your copy and #agenticAI to intelligently send it (and test it), REMIND your customers that there is a real human behind it all. ❌ 1. BYE BYE NO-REPLY: Get rid of the "noreply@yourbrand.com" email address- use your CS email and include a CTA that customers can always reply with questions, comments or concerns to chat with a real person on your customer support team. ⏰ 2. TEST TIMING: There is no single "best time" to follow up with all your customers. You can and should be running large, sophisticated A/B tests on timing and messaging. Because every single customer WILL have a different preference for their "best time" and "preferred message".... You are personalizing to their individual needs and preferences, folks! This is high-level personalization at its finest! ✨ OR better yet, you use a tool like Aampe 💅🏼 that looks at past individual behavior to test the best time to send post-purchase content FOR EVERY SINGLE CUSTOMER when they are most likely to engage with it.) 3. 🤪 MAP OUT YOUR CUSTOMER MOTIVATIONS: Immediately after purchase, not everyone needs a generic discount code to convince them to purchase again & nor a generic list of product recommendations. You are giving away margin and wasting space with unwanted recs. 👉🏼 Some folks crave REASSURANCE that their items will ship on time and that they can count on you to update that! 👉🏼 Some folks want BELONGING to feel like they've joined a movement! 👉🏼 Some folks want ASPIRATION to feel inspired to create and dream! TLDR: personalization is SO MUCH MORE than just adding a {generic_data_points}. AI is at our fingertips to help us scale a more creative, humanized experience for every individual

Over 20 years of running companies, I’ve seen three traits that consistently separate the top salespeople: volume of activity, personalized outreach, and delivering value in every interaction. In a world of AI and automation, these things are more important than ever. Volume of activity There is a strong correlation between the number of calls, emails, and LinkedIn messages a salesperson sends and the number of meetings they book. That was true 20 years ago and it’s true today. At my first company, we didn’t have dialers. Reps manually punched in every number, I know… old school. One rep asked for a headset so he could move faster. He instantly doubled his daily dials and exceeded every goal we set. Today, there are more channels, more tools and more noise than ever, but the best reps know how to leverage automation to consistently execute a high volume of activities against the right accounts. Personalized outreach This is important because just pure volume isn't going to do it. You need to have strong personalization to your outreach to get people's attention because so much is being written by AI, is templated, etc. The best reps do real research on their prospects and use it to tailor their message. This might include referencing a shared connection, a recent announcement, or even a personal interest (I’ve seen reps find crazy stuff about prospects with some basic internet stalking). One of the best outreaches I ever received came from a rep at a bank who had been trying to get my attention. He sent a package with a framed New York Times article I was featured in, along with a handwritten note about why it resonated with him. He showed me I wasn’t just a name on a list. I had to take the meeting. Value in every interaction High activity and personalization go a long way, but the best reps consistently bring value to every conversation. That might mean sharing relevant trends, customer stories, or internal research. Most reps forget that even if they’ve never done the job their prospect does, they speak to more people in that role than most practitioners ever do. Sometimes it means connecting prospects with people or ideas they wouldn’t otherwise access, like the rep’s CEO or a high-profile customer. One of my top reps had a gift for becoming a kind of therapist. She would listen closely, reflect what she was hearing, and share examples of others facing similar challenges. It helped prospects feel understood. But all of it has to tie back to the value your company and product can deliver. When reps get this right, prospects actually look forward to their calls. The most interesting thing is that I have been saying this for many years to every rep I work with and only a very small portion will actually do these things. The truth is that none of this is easy. It takes time, effort, and discipline. But these are the three things that set the best apart.

Personalization isn’t just about using a name or sending a birthday email—it’s about relevance, timing, and real connection. Customers today are flooded with messages claiming to be “personalized,” but most fall flat. Why? Because they lack meaningful context and often fail to align with what the customer actually needs in the moment. In this article, we spotlight three impactful actions that bring personalization to life: 👉 Making interactions more relevant by truly understanding your customer’s current situation 👉 Using context to shape experiences in real time, not just based on past behavior 👉 Building trust through transparency, respect, and thoughtful timing It’s time to move beyond the surface and deliver personalization that feels intentional, human, and genuinely helpful. #CustomerExperience #CX #Personalization #CXStrategy #HumanCenteredCX #ExperienceInvestigators

Personalization is not just about using a prospect's name. To provide a truly personalized experience, you should learn your prospect's language, communication style, and what's important to them right now. Sound complicated? It's really not. Everyone utilizes social media. Learning about your prospects has never been easier. The vast majority of decision-makers, executives, and C-suite members use some form of social media every day. They actively absorb content, watch trends, learn new skills, and find areas of opportunity. You can start right here on LinkedIn. Look at their profile and see what they're posting, commenting on, and liking. Is there a common thread to their messages? Maybe they like data, facts, and figures. They could discuss their vision, the future of their industry, and current concerns. Do they post content or write a blog? Read it. It's the best way to meet them. This is their language. Communicate with them the way they communicate with others. Note the topics they discuss or engage with; these are your lead-ins to having a conversation with them. Join groups related to their industry, learn the hot topics and their jargon and acronyms. Your research should extend beyond the person, the company, and their current role. It's about tailoring your message to them and engaging them like a coworker or trusted partner.