The Crow's Nest: Spotted: Email personalization at scale

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<p>Hi {% if customer.first_name != blank %}{{ customer.first_name | capitalize }}{% else %}there{% endif %},</p>

<p>
	{% if customer.clearbit-employment_name == "Drift" %}
		Last week, we saw you guys launched your new marketing email product. Congrats! We love the direction you're challenging marketers to take.
	{% elsif customer.clearbit-location contains "Boston" %}
		Last week, you might have seen another Boston-based tech company launching their new marketing email product.
	{% else %}
		Last week, you might have seen a certain tech company in our space launching about their new marketing email product.
	{% endif %}
</p>

<p><em>The future is the past — plain text emails. “Personal emails”</em></p>

<p><strong>Except email personalization is much more than a plain text template.</strong></p>

<p>When you send a 1:1 email, you consciously have all the context of your recipient in mind. When sending email at scale, you need to replicate this context in your email tool for every recipient (hundreds, thousands, millions of them…). All that context comes from your lead, subscriber &amp; customer data.</p>

<p>So scaling email personalization is a data problem. Not a marketing problem. Or a design problem.{% if customer.clearbit-employment_name != blank AND customer.clearbit_company-description contains "data" OR "insights" %} Good news for a company like {{customer.clearbit-employment_name | capitalize }} that's all about data!{% endif %}</p>

<p>
	{% if customer.clearbit-employment_role == "marketing" %}
		As marketers, it’s our job to manage personalized email at scale through our tools, and to coordinate with every other team (and all their tools) that are possibly sending email. Sales, product, support…
	{% elsif customer.clearbit-employment_role == "sales" %}
		Sales needs to work alongside marketing, product to avoid overwhelming people just as deals are moving forward — when reps send personal emails, that <em>must</em> sync in with everything else. Sales email > <em>everything else</em>.
	{% endif %}
</p>

<p>From my last gig (where I sent 250k “personal emails” sent in 200+ campaigns over about 6 months) to spotting the best practices we've seen amongst the data-driven teams on Hull use to scale personalized email today, <strong>we’ve noticed a five tactics you can take and use today</strong> to truly deliver personalized email at scale.</p>

<p>Everyone sends email. <em>Some people even click on them</em> :)</p>

<p>And since you almost definitely send email today or this week, <a href="https://www.hull.io/blog/email-personalization/">click through to our latest post on email personalization at scale</a> will probably trigger a few ideas you can try out pretty quickly.</p>

<p>And if you like what you see, we’d appreciate your help retweeting on <a href="https://shr.it/2J">Twitter</a>, {% if customer.social_profiles-growthhackers == blank %}liking on <a target="_blank" href="https://shr.it/2K">LinkedIn</a>{% else %}upvoting on <a target="_blank" href="https://shr.it/2H">GrowthHackers</a>{% endif %}, and sharing with {% if customer.clearbit-employment_role == "marketing"%}the rest of your marketing{% elsif customer.clearbit-employment_role == "sales" %}your sales{% else %}the rest of of your{% endif %} team. And as always, if you’ve any questions or idea to talk through, just reply to this email -- I'd love to hear from you.</p>

<p>Cheers,<br><br></p>

<p>Ed Fry<br>
<strong>Head of Growth, Hull.io</strong><br>
<em>Kraken is coming</em></p>

<p>P.S. Want to see the templated personalization behind this email? <a href="https://shr.it/2L">Checkout this gist</a>.</p>