No one. Even if you haven't read all the overwhelming data proving the impact of personalization on every interaction between businesses and their audiences, all you have to do is think about what it's like to be a human. What do you enjoy when talking to a friend or, yeah, a company?
When they treat you like a person.
So why is personalization falling so flat?
This beauty was in my LinkedIn invites:
"I came across your profile while searching for leaders and entrepreneurs who are boosting the entrepreneurial ecosystem. I was impressed with your experience and intent to solve problems of clients and businesses, and hence this request to connect."
I have [co-founder] in my LinkedIn title. The logic follows... If [co-founder] then [entrepreneur block].
Is this message better than just a blank connection request? I guess?
But they could have actually read my LI profile. I'm super active there so thumbing through my posts and post engagement could offer up a treasure trove of insights for them to build on.
It's hard work to do. I know. But better to do the hard work for a few prospects than churn through your addressable market with mediocre high volume tactics.
We actually got a video of an SDR in the wild who just hit send on a "personalized" sequence to 5,000 prospects:
Lots of folks like Benedikt are feeling this:
Let's start with the obvious. Personalized outreach takes effort:
So it's no wonder sales execs like Eric are begging the question about whether the payoff is there:
Let's use the data from another ATC blog post about the impacts of personalized emails showing that personalized emails result in 80% higher clicks.
And another post in which we shared research on how web personalization results in a 2.5X increase in revenue.
In Neal's example, let's say the average conversion value is $5:
Non-Personalized | Personalized | |
Sends | 5,000 | 500 |
Opens | 1,064 | 137 |
Clicks | 26 | 5 |
Visitors That Do NOT Bounce | 13 | 3 |
Total Conversions | .29 | .13 |
Average Sale Amount | $5 | $5.50 |
Revenue | $1.45 | $0.72 |
So, sure, in the above scenario, by increasing your audience by 10X with no personalization, you'll do 2X the revenue.
But there are massive trade-off's here:
Personalization is by far the most sustainable, impactful strategy any organization can deploy in growing their business.
Sustainable.
Well, having a business case doesn't hurt.
Here are a few things to consider:
What we should all be able to agree on is that personalization has a powerful business case AND, yes, it's not easy.
The best things (almost) never are.