If you’re sending cold emails and hoping for more than tumbleweeds in your inbox, personalization is your best bet. This guide is for sales reps, founders, and anyone using Mailforge to run cold outreach who wants honest advice on what actually moves the needle—and what’s just busywork.
Let’s get into the practical stuff: how to personalize cold email sequences in Mailforge so you get more replies (and fewer spam complaints). I’ll break down the basics, share pitfalls to dodge, and give you tactics you can start using right away.
1. Get Clear on What “Personalization” Actually Means
Let’s kill some hype right off the bat: personalization doesn’t mean just swapping in a first name. It means showing the recipient you’re not spraying and praying—you actually know who they are or what their company does.
Personalization can include: - Mentioning a relevant detail about their company or role - Referencing a recent achievement, event, or piece of content - Tying your offer to a specific pain or goal you know they have
What doesn’t count? - “Hi {{first_name}}, saw your LinkedIn profile…” (Yawn) - Generic statements that could apply to anyone
Pro tip: If you can swap out the recipient’s name and the email still makes sense, it’s not personalized.
2. Build a Solid Contact List (Don’t Skip This)
All the clever templates in the world can’t save a bad list. Personalization starts with who you’re emailing.
How to do it right: - Target tightly: Focus on a narrow segment (e.g., SaaS heads of sales in Boston) so it’s easier to write relevant messages. - Research before you write: Use LinkedIn, company blogs, or Crunchbase to find tidbits worth mentioning. - Ditch unqualified leads: If you can’t find a reason to email someone, don’t.
What to ignore: Massive, scraped lists. They’re tempting, but your reply rate will plummet and your domain could get burned.
3. Set Up Custom Fields in Mailforge
Mailforge lets you use custom variables to swap in personalized details for each contact. This is where the magic happens—but only if you use it well.
How to set up custom fields:
1. Decide what to personalize: Beyond name and company, think about things like recent news, mutual connections, or product usage.
2. Add custom fields: In Mailforge, create new fields for whatever data you want to personalize (e.g., {{recent_news}}, {{pain_point}}).
3. Fill in data: Import your CSV or type details in manually. Yes, it takes time. Yes, it pays off.
Avoid: Overloading with too many fields. Two or three killer details beat a Franken-email full of trivia.
4. Write Cold Emails That Sound Human
You’ve got your list and your fields. Now, the message.
Keep these in mind: - Short and direct wins: 3–5 sentences is plenty. - Ditch the formalities: No one needs “To whom it may concern” or “Hope this email finds you well.” - One ask per email: Don’t cram in multiple CTAs. Make it easy to say yes (or no).
Example template:
Subject: Quick question, {{first_name}}
Hey {{first_name}}, saw {{recent_news}}—impressive!
I help {{company}} tackle {{pain_point}} for teams like yours. Worth a quick chat this week?
– [Your Name]
What not to do: Don’t just auto-fill a bunch of fields and call it a day. If the personalization feels forced or awkward, rewrite it.
5. Automate—But Spot-Check Everything
Mailforge is built for automating sequences, but automation is only as good as the setup behind it.
Best practices: - Preview emails before sending: Use Mailforge’s preview tool to see exactly what each recipient will get. - Send a test batch: Email yourself or a colleague. Catch weird formatting or missing variables. - Set up fallback text: If a custom field is blank, Mailforge can insert default text (so you don’t accidentally send “Hi ,”).
Ignore: The urge to “set it and forget it.” Even the best tools make mistakes if you’re not paying attention.
6. Personalize Follow-Ups (Don’t Just Bump)
Most replies come after a follow-up. The trick? Don’t just send “bumping this to the top of your inbox…”
How to stand out: - Reference your previous email (“Wanted to circle back on my note about {{pain_point}}”) - Add a new angle (“Saw {{company}} is hiring for {{role}}—congrats!”) - Keep it even shorter than your first message
What doesn’t work: Generic “Did you see my last email?” It’s the fastest way to get ignored or marked as spam.
7. Test, Track, and Adjust
No personalization tactic is foolproof. The only way to know what works for your audience is to test, track, and tweak.
How to do it: - A/B test subject lines and openers: Mailforge lets you run experiments—use them. - Track reply rates, not just opens: Opens are nice, but replies (even “no thanks”) are what matter. - Iterate: If a line bombs, cut it. If a certain field gets replies, double down.
Don’t bother: Obsessing over vanity metrics. Focus on conversations started.
8. What to Ignore (And What to Double Down On)
Skip: - Overly clever or gimmicky personalization (e.g., referencing their favorite sports team when you don’t care about sports) - Templates that sound like they came from a robot
Double down on: - Emails that feel like you wrote them for one person—even if you’re sending at scale - Simple, specific details that show you did your homework
9. Keep It Real—And Keep It Simple
Personalizing cold emails in Mailforge isn’t about outsmarting spam filters or tricking people into replying. It’s about treating recipients like real people and showing you respect their time.
Don’t overcomplicate it. Pick one or two details that matter, use Mailforge’s features to make it scalable, and focus on starting genuine conversations. If you’re not sure if it’s worth including, leave it out.
Start small, see what works, and keep tweaking. Over time, you’ll figure out the right balance for your audience—and you’ll spend less time wondering why no one’s writing back.