If you’re sending B2B messages that sound like they were written by a robot, you’re not alone. Most folks want to personalize at scale, but the reality is messy: tools get clunky, data’s never perfect, and nobody has time to handcraft every email or text. This guide is for sales, marketing, or customer success teams juggling lots of contacts and using Textus to reach them. We’ll cut to what actually works if you want higher engagement—without losing your mind.
Why Personalization Actually Matters (and Where It Doesn’t)
First, don’t personalize just because some blog told you to. Here’s the honest truth:
- Personalization works best when it feels human, not creepy.
- Slapping a first name on a generic message isn’t fooling anyone.
- You don’t need to reference someone’s dog or their last LinkedIn post unless it’s truly relevant.
Focus on what your contact cares about—their business challenges, goals, and timing. Textus gives you tools to do this efficiently, but it’s up to you to use them wisely.
Step 1: Get Your Data (and Expectations) in Order
Before you even open Textus, know this: your personalization is only as good as your data. Garbage in, garbage out.
What You Actually Need
- Clean contact info: Name, company, role, and accurate phone/email.
- Segmentation basics: Industry, company size, pain points—whatever matters for your offer.
- Recent activity: Have they replied before? Clicked a link? Been contacted by a teammate?
Pro tip: Don’t try to track everything. Pick the 2-3 fields that actually help you tailor a message and keep those updated.
What to Ignore
- Overly detailed notes nobody ever reads.
- Social media stalking to force awkward references. People see right through it.
Step 2: Build Segments That Actually Make Sense
Blanket messaging “all prospects” is a waste of everyone’s time. But you also don’t need a segment for every flavor of the rainbow.
How to Segment in Textus
- By persona: Decision maker vs. influencer vs. end user.
- By stage: New lead, active deal, post-sale.
- By industry or pain point: Only if it changes what you say.
Avoid: Micro-segments so tiny you send five messages a year to each. You want enough people per segment that your effort pays off.
Step 3: Write Templates That Don’t Suck
Templates are your friend—if they don’t sound templated.
The Anatomy of a Good B2B Message
- A real subject line: Not “Quick question” or “Touching base.” Be specific.
- A relevant hook: Why this message and why now?
- A clear call to action: Make it easy to say yes.
Example (Bad):
Hi {First Name},
I wanted to reach out and introduce myself. I think our platform could help you. Let me know if you’d like to connect.
Best, [Your Name]
Yawn. Delete.
Example (Better):
Hi {First Name},
Saw you’re leading IT at {Company Name}. Lots of teams your size are automating reminders to cut down on missed appointments—is that a headache for you too?
Worth a quick chat to see what’s working (or not) on your end?
– [Your Name]
Pro tip: Use “merge fields” in Textus, but don’t overdo it. Two or three personalized fields per message is plenty.
What Not to Bother With
- “Hope you’re well.” Everyone knows you don’t mean it.
- Generic value props. Tie your message to their role or pain point, or don’t send it.
Step 4: Use Textus Tools Without Sounding Like a Bot
Textus has features for mass messaging, templates, and automation. Here’s how to use them without killing your authenticity:
Broadcasts
- Great for updates, events, or news that’s genuinely relevant to a segment.
- Personalize the intro if possible, even if the middle is canned.
Templates
- Build a library for each segment.
- Update them every few months—stale templates = lower replies.
Automation
- Good for reminders, follow-ups, or scheduling.
- Don’t automate the first touch—people can tell.
Pro tip: Always preview messages before sending. Typos in merge fields (“Hi {First Name},”) are a fast way to kill trust.
Step 5: Test, Track, and Tweak
Nobody gets messaging perfect the first time. The best teams treat messaging like a living thing—always changing.
What to Track in Textus
- Reply rates: Are people actually engaging?
- Positive replies: Not just any reply—are you getting meetings or next steps?
- Unsubscribes or opt-outs: If these spike, you’re probably being too aggressive or generic.
How to Run a Simple Test
- Send two versions of a message to similar segments.
- Track replies for a week.
- Keep what works, ditch what doesn’t.
Warning: Don’t chase “vanity metrics” like open rates or clicks if replies and real conversations aren’t happening.
Pro Tips for Personalizing at Scale in Textus
- Batch personalization: Spend 10 minutes updating merge fields for a segment before sending, instead of one-by-one.
- Use snippets for common replies: If you answer the same questions all the time, save those responses as snippets to reuse fast.
- Set up notifications: So you don’t miss replies—responding quickly beats any amount of clever personalization.
- Review opt-out feedback: Sometimes people will tell you exactly why your message missed the mark. Listen to them.
What to Skip (The Hype List)
Here’s what doesn’t move the needle in real-world B2B messaging:
- Overly clever AI personalization: Most AI-generated “personalization” is just filler. Use your brain, not a bot, for key messages.
- “Hyper-personalization” promises: If someone says you can personalize every message for thousands of contacts with zero effort, they’re selling you something.
- Personalizing for the sake of it: If you can’t tie a detail back to why you’re reaching out, leave it out.
Keep It Simple—And Keep Going
Don’t get paralyzed by options. Start with basic segmentation, simple templates, and clean data in Textus. Test, tweak, and let your results—actual replies, not just opens—guide what you do next.
Most importantly, don’t fall for the idea that more personalization is always better. When in doubt, write like a human, send it, and fix what doesn’t work. That’s how you actually get higher engagement—and keep your sanity.