Why personalization isn’t always required.

 

Most outbound advice today tells you to personalize everything.

Obviously, that’s good advice.

In a sea of automated spam emails, a well-personalized email is what stands out to buyers.

But at the same time, personalization can backfire. It’s usually obvious when someone forces a “personalized” line that doesn’t feel genuine.

Here’s what I found:

Sometimes the offer itself carries all the weight.

If your value prop is simple and obvious, personalization can actually get in the way.

Instead of writing clever intros or trying to scrape personal details, you can strip the email down to the essentials and let the offer do the work.