Increasing response rates - Generic vs Specific Personalisation
Understand the shift from generic to highly specific personalization. Discover why 90% of teams fail in cold prospecting and make an informed choice between quality and quantity for better outcomes.
Hey, Welcome to this week’s edition of “Future of Prospecting” Newsletter by “Evabot”.
We have been researching Generative AI Technology for the last 18 months and have been astounded by the use cases it brings in Prospecting through Hyper Targeting and Personalisation. For Sales leaders and Revenue leaders, the main challenge with AI-led Prospecting is “How and What not?”
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While doing hyper-personalized prospecting through AI tools, striking the right balance between genericity and specificity is crucial.
This balance matters because it's not just about reaching out; it's about resonating. The difference between a missed opportunity and a successful engagement often hinges on this nuance.
- The average response rate for B2B cold emails is a meager 1-3%, highlighting the challenge of converting opens to conversations. (Source)
- Personalized B2B cold emails get 41% higher click-through rates, showcasing the power of tailored outreach.(Source)
Example of Genericity and Specificity in Personalisation
Let’s look at these two mailers and think about what’s happening…
Mailer#1
Mailer#2
Which mail do you think would have received a higher open rate and response rate?
Yes, you are right… Mailer#2
But, the question is, How can we do it? I suggest, “Continue reading…”
5 questions to audit your outreach process on “Personalisation Spectrum”…
"Does your prospecting message merely intermix value propositions, or does it include researched facts across more than 50 specific business and personal parameters?"
"In the past 12 months, have your response rates increased, decreased, or remained the same?"
"Is your outreach message generating higher response rates, higher open rates, or both?"
"Does your outreach process focus on 'Who', 'What', 'When', and 'How'? Is it one of these, a few, or all of them?"
"What does leadership emphasize in monthly targets – 'Let's get a few responses' or 'Let's aim to capture attention and build relationships'?"
Personalisation Spectrum?
Let’s look further into the spectrum…
Want to move from “Left” to “Right” of the Personalisation Spectrum?
Navigating the transition from generic to specific personalization in prospecting is key. While AI offers powerful prospecting tools, its use demands vigilance, ensuring the data driving personalization is accurate and relevant. The choice between quality and quantity is yours, but remember, in today's landscape, 90% of teams using cold prospecting without these nuances fail to see results.
It's not just about reaching out; it's about reaching out right.
Do think and share your thoughts…
AI-led prospecting is a game-changer for revenue leaders. It sharpens decision-making with data-driven insights and boosts efficiency in client research and interactions. Not only that, it actually enhances communication, from personalized emails to improved messaging.
The question to ask is, “What is the source of truth?”
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