If you’re sending cold emails, you already know the feeling: you write a clever template, hit send, and… crickets. The truth is, most cold emails get deleted because they feel like spam. The silver lining? Personalization works—when you do it right. This guide is for salespeople, founders, and anyone using ExportApollo.io who wants better replies without spending hours on every message.
Below, you’ll find a step-by-step playbook for personalizing cold email templates in ExportApollo.io. No fluff, no magic bullets—just what actually moves the needle.
1. Understand What “Personalization” Really Means
Before you even open ExportApollo.io, let’s get clear: personalization isn’t just dropping someone’s name into a template. That’s basic mail merge, and everyone knows it. Real personalization means showing the recipient you actually know something specific about them, their company, or their work.
What actually works: - Mentioning a recent company announcement, blog post, or event - Referencing a mutual connection or shared interest (that’s real, not forced) - Pointing to a challenge or opportunity specific to their industry or role
What to ignore: - Overly generic “saw you’re the CEO at X” lines - Canned flattery (“Loved your LinkedIn profile!”) - Random facts that have nothing to do with why you’re reaching out
If you can’t draw a straight line from your personalization to your reason for emailing, you’re probably doing extra work for no real impact.
2. Set Up Your Contact List in ExportApollo.io
You can’t personalize at scale without good data. ExportApollo.io is designed to help you build targeted lists, but quality matters more than quantity.
Steps: - Use ExportApollo.io to create a list that’s as specific as possible—think “SaaS founders in Chicago” instead of “Tech companies.” - Export fields you’ll actually use for personalization (e.g., company name, job title, recent funding, LinkedIn URL). - Double-check for missing or weird data. Bad personalization (“Hi {{FirstName}}, saw you work at {{Company}} LLC LLC”) kills credibility.
Pro tip: Don’t try to personalize for 5,000 leads at once. Start with a small, clean segment. You can always scale up once you know what works.
3. Build Your Base Template
Templates save time, but they’re just a starting point. The goal is to make each email feel like it was written for one person, even if most of it is automated.
How to write a solid template: - Keep it short—3-5 sentences is plenty. - Be direct about why you’re reaching out. - Highlight your (real) connection or reason for writing. - Make your ask clear and easy to answer.
Example (BAD):
Hi {{FirstName}},
I see you’re the CEO at {{Company}}. I’d love to connect and tell you about our exciting platform!
Example (GOOD):
Hi {{FirstName}},
Noticed {{Company}} just raised your Series A—congrats! I help SaaS teams keep customer support from getting overwhelmed after funding rounds. If you’re open to a quick tip, let me know.
See the difference? The second one is specific, relevant, and doesn’t sound like a robot.
4. Use Dynamic Fields (the Right Way)
ExportApollo.io supports dynamic fields—placeholders you can swap out for each recipient. Useful, but easy to mess up.
What to do: - Use dynamic fields for stuff that’s actually unique or relevant (job title, recent news, mutual connections). - Always preview your emails before sending. “Hi {{FirstName}}” is only good if the data’s correct. - If you’re referencing something more personal (like a blog post), double-check that it’s actually theirs. Mistakes here are embarrassing and hurt your chances.
What to avoid: - Stacking too many dynamic fields in one line (“Hi {{FirstName}}, I saw {{Company}} in {{City}} just hired a new {{Title}}...”)—it starts to feel fake. - Using info that’s outdated or clearly copied from a database.
Pro tip: If you’re not sure your data is accurate, leave the field out. A solid, less-personalized email beats a broken one.
5. Add “Micro-Personalization” at Scale
If you want to go beyond just swapping variables, try layering in “micro-personalization.” This means adding a sentence or two that’s hand-written or semi-custom for each batch or segment.
How to do it: - Divide your list into smaller segments (e.g., “recently funded,” “hiring engineers,” “expanding to Europe”). - Write one or two custom lines for each segment, explaining why you’re reaching out now. - Paste these lines into your template where appropriate.
Example:
Hi {{FirstName}},
Saw {{Company}} is hiring a Head of Product. I work with SaaS teams during big hiring pushes to help streamline onboarding...
You’re not writing a new email for every prospect, but you’re making it feel that way.
What’s not worth your time: - Writing a novel for every lead. Most people scan cold emails, so keep it tight. - Faking personalization. “I see you like coffee” (when you actually don’t know) is a waste.
6. Preview and Test Before Sending
Nothing ruins a campaign faster than a batch of emails with broken merge tags or awkward sentences. ExportApollo.io gives you a preview function—use it.
Checklist before sending: - Read a few emails end-to-end (not just the preview snippet). - Look for awkward phrasing or obvious template leftovers. - Send a test email to yourself. See how it looks in your inbox, and check for spam triggers.
Pro tip: If you wince while reading your own email, it’s a good sign your recipient will too. Edit ruthlessly.
7. Track, Analyze, and Iterate
Here’s where most people drop the ball. They send a campaign, get a few replies (or not), and move on. Don’t do that.
Instead: - Track open and reply rates for each segment or version. - Note which personalization angles get actual responses. - Tweak your templates—change one thing at a time so you know what’s working.
What to ignore: - Obsessing over open rates. Focus on replies and positive outcomes, not vanity metrics. - Chasing every new “personalization hack” you see on LinkedIn.
What Actually Works (and What Doesn’t)
Works: - Real, specific details that show you did your homework - Short, skimmable emails - Clear reason for reaching out, not just “checking in”
Doesn’t work: - Long-winded intros or generic pitches - Overusing merge fields to fake personalization - Gimmicks (“Did it hurt when you fell from heaven?”—please, no)
Keep It Simple and Iterate
Personalization isn’t about making every email a masterpiece—it’s about showing you respect the person’s time and attention. Start small, personalize what matters, and don’t overthink it. The more you test, the more you’ll learn what actually gets a response.
You don’t need magic tools or ten hours a day. Just a clear message, some smart segmentation, and the discipline to keep improving. Hit send, see what lands, and keep it moving.