So, you want more replies to your outbound emails. Maybe you’re tired of sending into the void, or maybe you’re just not seeing results with spray-and-pray blasts. Either way, you’ve heard personalization is the answer. You’re half-right: done well, it works. Done badly, it’s just more noise.
This guide is for anyone running outbound campaigns with Sendler who’s ready to skip the fluff and see what actually moves the needle.
Let’s get into it.
1. Figure Out What Personalization Is (and Isn’t)
Before you start tinkering with mail merge fields, get clear on what “personalization” really means. It’s not dropping a {First Name} and calling it a day. People can spot lazy, generic emails a mile away.
What works: - Showing you’ve done your homework. Mentioning something specific about their company, product, or recent announcement. - Tailoring your message to their role, industry, or pain point. - Making the email feel like it could only have been sent to them.
What doesn’t: - Awkward, automated “personal touches” (“Hey {First Name}, saw you’re at {Company}!”). - Overusing data you scraped—creepy and transparent. - Trying to fake being their friend. You’re not.
The goal: Make your email feel like it was written by a human, for a human.
2. Prep Your Data: The Foundation of Real Personalization
Sendler’s tools can only do so much if your data is junk. Personalization lives and dies on the quality of your data.
What You Need:
- A clean CSV or integration with up-to-date info: Names, company, role, maybe a recent event (“just raised a Series A”).
- Fields that actually matter: Don’t collect info you won’t use.
- Consistent formatting: “VP, Marketing” isn’t the same as “Marketing VP.” Fix these now or you’ll regret it later.
Pro tip: If you’re pulling data from LinkedIn or anywhere else, spot-check for weird formatting and fix it before you upload. Nothing kills trust like “Hi {First Name} {Last Name},” or “Saw you work at {Company} Inc. Inc.”
3. Map Your Merge Fields in Sendler
Once your list is clean, upload it into Sendler. Now’s the time to decide which fields you’ll actually use.
In Sendler:
- Upload your CSV or connect to your CRM.
- Map your columns to Sendler’s merge fields (e.g.,
{first_name},{company},{custom_note}). - Double-check your mapping—seriously, check it twice.
What to ignore: Don’t stuff emails with every possible variable. One or two well-chosen fields are enough. Overpersonalized emails look robotic.
4. Write Templates That Don’t Sound Like Templates
Here’s where most people mess up: they write one generic email, slap in a couple of merge fields, and call it “personalized.” Don’t do this.
How to avoid the trap: - Write as if you’re emailing one person. Then backfill the variables. - Use merge fields in places that feel natural (“I saw {company} recently expanded into healthcare…”). - Avoid the classic “Hi {first_name}, I see you’re the {job_title} at {company}.” It’s overdone.
Example: Bad vs. Good
Bad:
Hi {first_name},
I help {company} improve their {pain_point}. Let’s chat!
Better:
Hi {first_name},
Noticed {company} just rolled out a new product in fintech—congrats. I work with a few companies in your space (like X and Y) on [relevant outcome]. If you’re open to it, I’d love to share what’s working.
Pro tip: Create a “custom_note” field for one-liner personalizations. Spend five minutes per prospect jotting something unique. Use this for your A-tier leads—it beats 1,000 generic emails.
5. Segment, Segment, Segment
Personalization isn’t just about the words in your email—it’s about sending the right message to the right group.
How to do it in Sendler: - Create separate campaigns for different industries, roles, or triggers (like “new funding” or “hiring for X”). - Write specific templates for each segment. Don’t try to make one email fit everyone. - Use filters and tags in Sendler to keep things organized.
What to skip: Don’t waste time segmenting on trivial stuff (like favorite sports team) unless it’s truly relevant. Focus on what affects the buying decision.
6. Test Before You Send
Nothing tanks a campaign faster than broken merge fields or embarrassing typos.
- Use Sendler’s preview feature to see real sample emails with actual data.
- Send a few test emails to yourself and a colleague. Check for awkward phrasing when variables are empty or weirdly formatted.
- Watch for fallback values. If someone’s “custom_note” is blank, does the email still read smoothly?
Pro tip: If your fallback is “there,” as in “Hi there,” just rewrite the template. It looks lazy.
7. Track Replies—Not Just Opens
Open rates are nice, but they’re not the goal. You want responses.
What to do: - Use Sendler’s tracking to see who replies, not just who opens or clicks. - Tweak your subject lines and opening lines based on reply data—not vanity metrics. - If you’re not getting replies, check: Is your personalization actually personal? Is your ask clear and low-pressure?
What to ignore: Don’t obsess over open rates. Spam filters and privacy changes mean these numbers are fuzzy at best.
8. Keep Improving (Without Burning Out)
No one nails this on the first try. The best outbound teams are always tweaking—just don’t let “optimization” become an excuse for endless fiddling.
- After each campaign, skim a few replies (and non-replies). What worked? What felt off?
- Adjust one thing at a time: subject line, intro sentence, custom note.
- Don’t overthink. If something feels forced, it probably is.
Pro tip: If you’re not sure if something is too much, read it out loud. If you’d cringe getting it, don’t send it.
A Few Myths (and Real Talk)
- “AI will personalize everything for me.” Maybe someday, but right now, AI-generated “personalization” is usually easy to spot and often just as bland as unpersonalized emails.
- “More data = better personalization.” Not true. What matters is relevant data, not more fields.
- “Personalization guarantees replies.” Nope. It just gives you a fighting chance. Your offer and timing still matter.
Wrapping Up: Personalization is a Tool, Not a Silver Bullet
If you remember one thing: keep it simple and human. Use Sendler’s features to help you, but don’t let automation make you lazy. Clean data, natural templates, and thoughtful segmentation will get you further than any fancy hack.
Don’t wait for “perfect.” Start small, see what works for your audience, and keep it honest. That’s how you get more replies—and fewer emails sent straight to trash.