Best practices for personalization in Sequences

[KlemenHrovat]

I’m exploring ways to improve engagement and response rates with MQLs and SQLs, especially for more personalized (contextualized and relevant) follow-ups.

Even with all the data available already within HubSpot and outside (LinkedIn activities, company news etc), I feel the messaging and email communication still sometimes misses the mark.

We’re working on a solution to bring more tailored communication into HubSpot Sequences at scale, and I’m curious to hear how you approach personalization in sequences.

[jforte · Accepted solution]

Hey @KlemenHrovat! By helping out prospecting roles I understood that personalization tokens directly used on the email body could be tricky. On one side no one gets more eager to engage by having their name on an email, on the other side if that token is wrong (quite common) it will impact brand perception.

Also, when you use something more advanced than the basic stuff (name/company/location) like (end of fiscal year/external sources behaviour/company revenue) the reaction to it will really depend on the industry you're working for - tech savvy ones could be happy with that, more old fashion ones will be afraid and questioning a lot why do you know that about them.

So my best advice it's to use personalization tokens not as something to directly add to your email body but actually something to guide the approach.
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i.e: By using Account Reveal solutions (Clearbit, Hubspot, 6Sense) you were able to know that your prospect just added tech to their stack that integrates with your product.

- Instead of going the creppy way: "Hey champ congratz on adding Solution X, do you know it integrates with us?"
- Go around: "Product Updates: Here's the list of our top 5 reviewed integrations" and add theirs as the first one.

Depending on your Hubspot plan you'll be able to do that by suggesting Reps to use Sequence X or in an advanced plan you can even make it automatically (enroll contacts on specific sequences)

Hope it helped 🙂

[KlemenHrovat]

@jforte thanks for sharing these ideas and insights.

Good approach with sending the relevant content based on their activities in a way that id doesn't feel spooky.