{"id":3704,"date":"2022-09-26T01:12:03","date_gmt":"2022-09-26T05:12:03","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/09\/26\/why-personalization-cuts-straight-to-opens-and-replies\/"},"modified":"2022-09-26T01:12:03","modified_gmt":"2022-09-26T05:12:03","slug":"why-personalization-cuts-straight-to-opens-and-replies","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/why-personalization-cuts-straight-to-opens-and-replies\/3704\/","title":{"rendered":"Why Personalization Cuts Straight to Opens and Replies"},"content":{"rendered":"\n

By Noah Thomas, Director of Demand Gen at Winmo<\/em><\/p>\n\n\n\n\n\n

Are we living in an email blackout? Certainly, it feels as if people are becoming more difficult to reach. If you target national advertisers, you know this. In a recent poll we conducted on LinkedIn, 65% of respondents said their biggest prospecting pain point is getting ghosted.\u00a0 While everyone looks for a new magic bullet of intent data or gifting, one very basic element is overlooked: connection<\/strong>.<\/p>\n\n\n\n\n\n\n\n

Connection requires personalization, and understandably, sellers are pressed for time. Most resort to automated cadences adding someone’s first name to the beginning of an email or adding their company name to a subject line. But sellers who go the extra step of personalizing just 20% of the content of an email saw an increased open rate of 40%, and, most importantly, double the response rate, according to Salesloft research<\/a> analyzing 200 million sales interactions.<\/p>\n\n\n\n\n\n

How can you go that extra step and personalize 20% of your email content, without knowing your buyer?<\/strong><\/p>\n\n\n\n\n\n

One answer to establishing human connection might surprise you – it\u2019s AI.<\/p>\n\n\n\n\n\n\n\n

AI-based personality insights take publicly available social profiles and make a quick study of the human being, not just the prospect. They offer eerily accurate personality assessments plus suggestions for greetings, tone and demeanor.<\/p>\n\n\n\n\n\n\n\n

Let\u2019s look at a CMO whose inbox is undoubtedly inundated – the head of marketing at Subway – to see how personality insights would help a new business professional break through:<\/p>\n\n\n\n\n\n\n\n

\"An<\/figure>\n\n

Carrie\u2019s DISC assessment tells us she ranks highly in Influence, rather than Dominance, Steadiness or Calculativeness.<\/p>\n\n\n\n\n\n

According to her personality, a seller should lead with an informal stroke of enthusiasm rather than a formal greeting followed by cold, hard facts. A sample subject line to Carrie might look like this: \u201cCarrie, Enabling a quantum jump in your sales conversion!\u201d Conversations with Carrie should avoid any formal language, and instead tell a story, using phrases like \u2018people will love.\u2019<\/p>\n\n\n\n\n\n\n\n

On the other hand, we have Elizabeth; a media strategist at automotive leader Jeep. The informal enthusiasm that fosters connection with Carrie might rattle Elizabeth\u2019s steady disposition:<\/p>\n\n\n\n\n\n\n\n

\"An<\/figure>\n\n

Elizabeth goes by the book, and is motivated by her impact on an organization. Her DISC assessment tells us she ranks highest in Steadiness. She is Thoughtful in Approach, Risk-averse, and Calm. A seller, in her case, should focus on a solution that minimizes risk while maximizing impact to an organization, avoiding phrases like \u2018there might be,\u2019 or \u2018latest technology.\u2019<\/p>\n\n\n\n\n\n

The Do\u2019s and Don\u2019ts advise not to rush Elizabeth or push too hard. If you\u2019re a seller, you know some prospects require a harder push, but with personality insights, you don\u2019t have to make it a gamble.<\/p>\n\n\n\n\n

AI – Does It Work?<\/strong><\/h2>\n

The question you might be asking yourself: does this intel really matter? And most importantly, does it work when trying to reach highly sought-after marketing budget owners?<\/p>\n\n\n\n\n\n

According to research by Humantic AI<\/a>, sellers using personality insights see on average:<\/p>\n\n\n\n\n