Why some emails resonate more than others

Stop sending "personalized" emails VP of Sales doesn’t need you to mention their like on a LinkedIn post. Prospects care about their problems, not your small talk. They need someone who understands THEM. "Hi {FirstName}, I saw your dog's name is Cooper. I love dogs too, btw we provide software development services" - it's not smth they need to hear, it's just noise in their inbox. Here’s why relevancy wins: 1/ Decision-makers care about their problems, not your flattery. A CFO doesn’t need you to compliment their recent webinar. They need cost-saving strategies, and how EXACTLY you deliver. 2/ Timing + context = relevancy If you reach out right after a funding round, during hiring sprees, or when they’re launching a new product - your message will more likely resonate. 3/ It’s about them, not you. Instead of “I saw your tweet about AI,” try “I noticed {{Competitor}} just launched X - curious how you're handling Y.” 4/ Use P.S. for your personalization line. 9/10 of personalized emails have an awkward transition. Instead, put it in the P.S. section: "P.S. Saw you were on {{Podcast Name}} - love your insights on scaling sales teams!" Research isn’t just scanning someone's profile for 10 seconds. Relevancy requires understanding their business context. Generic emails feel like spam. Relevant emails feel like value. P.S. Which are you sending?

Before I write anything, I ask myself three questions. In this order. What do I want this person to feel? What do I want them to think? What do I want them to do? The order matters more than most people realize. Most nonprofit communications start with the action. Donate. Register. Share. Sign up. But if someone doesn't feel anything first, they're not going to do anything. They'll scroll past. They'll delete the email. They'll mean to come back to it and never do. Feeling creates attention. Thinking creates understanding. Action follows both. I learned this the hard way. I used to write appeals that were packed with information. Stats, program details, impact numbers. Logical, thorough, and completely forgettable. Because I was asking people to think before I gave them a reason to care. Now I start differently. Here's how I use the framework: → Feel: What emotion should this land with? Urgency? Hope? Frustration? Connection? Pride? If I can't name the feeling, I'm not ready to write. → Think: What do I want them to believe or understand after reading this? Not everything I know about the issue. Just the one thing that matters most for this moment. → Do: What's the one action I'm asking them to take? Not three options. One clear next step. When I map it out like this, I notice where the gaps are. Sometimes I've nailed the emotion but haven't earned the ask. Sometimes I'm asking for action without giving them anything to hold onto first. Here's a quick test you can run on anything you're about to send: 1. Read just the first two lines. Do they create a feeling, or just deliver information? 2. Look at your call to action. Have you given the reader a reason to care about it yet? 3. Ask yourself: if I removed the stats and the details, would there still be something that resonates? Take this opening: "Our organization served 2,000 families last year and we need your support to continue this important work." It's factual. It's fine. But there's no feeling. Compare it to: "Last Tuesday, a single mom walked into our doors not knowing how she'd feed her kids that night. She left with a week's worth of groceries and the number of a housing advocate. That's what your support makes possible." Same ask. Completely different entry point. The framework works because it mirrors how people actually make decisions. We feel first. Then we rationalize. Then we act. Try it on your next email, social post, or appeal. If something feels flat, check which step is missing. Usually, it's the first one. 💛

When it comes to outbound emails, Personalization is not what gets replies (sorry GTM gurus). RELEVANCE gets replies. Relevance > Personalization. 🟡 Personalization is about making the email feel specific to the person. 🟢 Relevance is about making the email matter to the person. HUGE difference. The problem with many personalized emails is that they focus on superficial details that have nothing to do with the prospect’s actual challenges or goals. Saying, “Hey, I saw you went to [University]!” (or were on XYZ podcast or have a specific job title or are connected to so and so) - none of this creates value. It just shows you (er, your subscription to Clay) can copy and paste information found on the world wide web. Cool 👍 On the other hand, relevance is about tying your message directly to the problems your prospect is trying to solve or the outcomes they’re trying to achieve. It’s about showing you understand what they’re dealing with and positioning yourself as someone who can help. For example, attached is one I got this morning. The problem? It's personalized, but not relevant to me. How could this email have been put together differently to factor in both personalization, AND relevancy? Here is an example (of course it could be MUCH better than what I wrote, if I was actually in this industry and had more relevant info to share): "Hi Jeff, I know as a small business CEO, you’re likely balancing big goals with tight budgets and lean marketing resources. One challenge we often hear from leaders of bootstrapped companies is that finding cost-effective ways to get in front of their ICP with a message that resonates is hard. Podcasts can be a great solution for (XYZ reason). And our company helps with this! I just listed to your episode on (podcast name here) and thought it was great. Do you have the desire to do more, and ultimately use podcasts to drive qualified pipeline? If so, I’d love to explore how a simple podcasting strategy could help Sales Assembly connect with more revenue leaders while keeping costs low. Does that sound like something worth discussing?" _____ See the difference? This version isn’t just personalized—it’s relevant. It acknowledges my reality as a small business CEO, ties their solution directly to my potential challenges, and frames their offer in a way that feels actionable and aligned with my priorities. _____ The best emails don’t just sound like they’re written for someone—they sound like they’re written for a problem. And that’s the difference between getting ignored and getting a reply.

The 5 elements that make emails actually convert 📧 Ever wonder why some emails get instant action while others die in the inbox graveyard? I've analyzed thousands of campaigns, and there's a clear pattern to what works. Most marketers overcomplicate things. They obsess over fancy templates, perfect send times, and clever subject lines. But here's the thing: The emails that consistently drive results follow 5 simple principles. First, clarity trumps creativity. Your brilliant messaging means nothing if readers can't immediately understand what you're saying. The best emails communicate with crystal clarity - no mental gymnastics required. Second, alignment is everything. When someone opens your email, there's an expectation. Meet it. Whether they signed up for industry insights or product updates, deliver exactly what they anticipated. Third, benefits must SCREAM from the page. Not features. Not specifications. BENEFITS. What will the reader gain? How will their life improve? Make this unmistakably clear. Fourth, your CTA needs to be irresistible. The offer should feel like a no-brainer, and the action should be frictionless. If they have to think about whether to click, you've already lost. And finally - trustworthiness is non-negotiable. In an era of inbox skepticism, your emails must radiate authenticity and credibility. One hint of manipulation or hype, and you're finished. So ask yourself: → Is my message crystal clear? → Am I delivering what subscribers expected? → Are the benefits immediately obvious? → Is my CTA compelling enough? → Does everything feel authentic and trustworthy? Master these 5 elements, and watch your conversion rates transform. The inbox is crowded, but emails that follow these principles will always stand out. What's your biggest email marketing challenge? Drop it in the comments 👇

In business development, we often hear that messaging needs to be personalized. But what's frequently overlooked 👀 is the equally, if not more, important concept of relevance. Whether writing a cold email, building a landing page, crafting website copy, or producing thought leadership, understanding the difference between being relevant and being personalized is essential. 💭 𝗪𝗵𝗮𝘁'𝘀 𝘁𝗵𝗲 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝗰𝗲? 🥅 𝗥𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲 means the message speaks to a real challenge or goal the prospect is experiencing. It answers: "𝗪𝗵𝘆 𝗻𝗼𝘄?" Examples include:  • A shift in strategic priorities  • A recent hire, funding round, or campaign  • Engagement with your content or brand 🙋♀️ 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻 adds specificity to make the message feel unique for them. It answers: "𝗪𝗵𝘆 𝗺𝗲?" Examples include:  • Name, company, industry, or job title  • Insights from interviews, articles, or social posts  • Background details like interests or affiliations Here's the nuance: if personalization is surface-level or disconnected from their challenges, it's just noise. Referencing someone's alma mater or favorite sports team doesn't move the needle if you're not addressing a business problem they care about. 📊 𝗧𝗵𝗲 𝗥𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲/𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻 𝗠𝗮𝘁𝗿𝗶𝘅 𝗜𝗺𝗮𝗴𝗶𝗻𝗲 𝗮 𝘁𝘄𝗼-𝗯𝘆-𝘁𝘄𝗼 𝗺𝗮𝘁𝗿𝗶𝘅:  • 𝗫-𝗮𝘅𝗶𝘀: Low to High Personalization  • 𝗬-𝗮𝘅𝗶𝘀: Low to High Relevance ↙️ 𝗕𝗼𝘁𝘁𝗼𝗺-𝗹𝗲𝗳𝘁 (𝗹𝗼𝘄 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲, 𝗹𝗼𝘄 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻): The spray-and-pray approach. Generic and forgettable. ↘️ 𝗕𝗼𝘁𝘁𝗼𝗺-𝗿𝗶𝗴𝗵𝘁 (𝗹𝗼𝘄 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲, 𝗵𝗶𝗴𝗵 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻): You reference something personal, but the message lacks strategic value. Today's buyers spot this quickly. ↖️ 𝗧𝗼𝗽-𝗹𝗲𝗳𝘁 (𝗵𝗶𝗴𝗵 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲, 𝗹𝗼𝘄 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻): Still effective. A well-timed, well-targeted message can resonate even without deep customization. ↗️ 𝗧𝗼𝗽-𝗿𝗶𝗴𝗵𝘁 (𝗵𝗶𝗴𝗵 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲, 𝗵𝗶𝗴𝗵 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻): This is the goal. You've identified a pivotal problem and connected the dots with tailored messaging that proves you understand them. If resources are tight, prioritize relevance. But for maximum impact, combine it with smart, thoughtful personalization. That's how messaging earns attention—and drives real conversations. ___ 📥 𝗘𝗻𝗷𝗼𝘆 𝘁𝗵𝗲𝘀𝗲 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀? Join 40,000+ agency and consulting leaders getting smarter about business development—subscribe to my "𝘕𝘦𝘹𝘵 𝘉𝘪𝘨 𝘞𝘪𝘯" newsletter. https://lnkd.in/gv2CvHNU

“We don’t want to annoy people…” That’s what a founder told me when I asked her why they weren’t sending more emails. Totally fair concern. They sell a gifting product for kids. Not something people need every week. But here’s what they didn’t realize… It’s not how often you email. It’s how relevant the emails are. Because when the content actually resonates with the reader? You can email way more than you think… and get more clicks, more sales, and fewer unsubscribes. Here’s how to make that happen: 1. Segment by scenario. Sending a birthday reminder to a grandparent? Different tone than a “congrats on the new baby” email. Different again from “hey, school’s starting, don’t forget a back-to-school gift.” Same product. Different angles. More relevance. 2. Stop talking about the product. Start talking about the moment. What it means. How it feels. What the gift represents. People don’t want a toy or a box. They want to feel like a gift-giving rockstar. (Your copy should reflect that.) 3. Rotate soft sells + hard sells. Some emails should sell. Some should make people feel seen. Some should build anticipation. Some should start a story and pay it off later. You don’t need a discount to drive action, just a reason that matters to the reader. Here’s the deal: If your emails feel repetitive, irrelevant, or kind of awkward… It’s not because you’re “emailing too much.” It’s because you’re not making it about them. And that’s GOOD news. Because once you fix that? → More opens → More clicks → More sales → Less stress about “over-emailing” And the best part? You don’t need 17 flows, 92 segments, or a Pixar-quality brand story to do this. You just need to know what to say, when to say it, and how to tie it to what you sell. If that’s something you want help with, I do this all day. Lemme know and I’ll show you how it works.

Email marketing has become noise. And nowhere is that more obvious than in #communitybanks and #creditunions. An email should be sacred. It’s an invitation into someone’s attention, not a dumping ground for rate sheets, product-of-the-month campaigns, and “we’re excited to announce” nonsense. Every unnecessary email chips away at trust. Every irrelevant message teaches the customer or member to ignore you. What makes this especially frustrating is that banks and credit unions actually have the #data to do this well. Transactional insight. Life-event signals. Behavioral patterns. Context. Yet most emails still feel like they were written for “everyone” and therefore resonate with no one. Good email isn’t about frequency. It’s about relevance. It’s about showing up with something useful, timely, and specific. I talking about something that makes the reader think, they actually get me. That’s how trust is built. That’s how attention is earned. If you can’t answer why a customer should open an email right now, you probably shouldn’t be sending it. Email isn’t free just because it’s digital. The cost is credibility. Wake up. Sacred things deserve restraint. #emailmarketing #engagementbanking #AI #segmentation #marketing #contentstrategy #ecommerce #CX

Write to one person and watch what happens… Tom Brady's manager wrote for one person and accidentally created a hit newsletter. Benjamin Rawitz noticed Tom lived in a bubble. Football consumed everything. When big news broke, Tom had no idea. So Ben started sending Tom a weekly email with current events, sports updates, real estate news. Just keeping him informed. Six months later at a Patriots event, another player approached Ben: "I love the email you send to all the players!" Ben was confused. Turns out Tom had been forwarding Ben's personal emails to the entire team. Without realizing it, Ben had created a newsletter. He eventually turned those emails into Playing Field, an invite-only newsletter limited to 1,000 professional athletes. The lesson: If you want to resonate with many people, write to one person. Most creators make the opposite mistake. They try to reach everyone and water down their message so it applies to anybody. But writing for everyone resonates with no one. When you write to one specific person you know well, you naturally: • Tell stories they relate to • Use language they understand • Choose topics that matter to them • Address problems they actually face Those are exactly the messages people forward to friends. Pick one person. Write like you're sending them a personal message. That's how you create content that spreads. Who are you writing to?

Cold emails don’t have to feel cold. When you master tonality, each email becomes a conversation that resonates with your prospect. Here’s how you can strategically shift tone to create emails that build trust, uncover insights, and drive action: 1. Curious Tone: Start your outreach with curiosity. It’s a subtle way to show genuine interest in your prospect’s needs. By asking questions about their challenges or industry, you encourage a reply that opens the door for deeper dialogue. "How are you tackling X challenge?" feels far more engaging than a direct pitch. 2. Challenging Tone: Perfect for prospects who may be hesitant or stuck in decision-making. This tone nudges them to consider the cost of inaction, positioning you as the solution. Use it to highlight what they might be overlooking, but avoid sounding confrontational. A line like, "What happens if X challenge goes unaddressed?" can create a sense of urgency without pushing too hard. 3. Concerned Tone: This tone works wonders when addressing objections or discussing pain points. It conveys empathy and builds rapport, making you sound like a trusted advisor rather than just another salesperson. For example, "I’ve noticed many businesses in your industry are struggling with X; it’s a challenge that shouldn’t be underestimated." 4. Playful Tone: Ideal for sparking connection. A touch of humor or lightness can make your email stand out, especially in a crowded inbox. This tone is best used sparingly and works in less formal industries. A playful P.S. like, "I promise no hard pitch — just seeing if we’re on the same page!" can keep the conversation approachable. 5. Confused Tone: This is a subtle yet powerful approach that encourages prospects to elaborate on their challenges. By “not fully understanding” an aspect of their industry or company, you prompt them to explain — often revealing deeper insights. A line like, "I’m trying to wrap my head around X; am I missing something here?" signals curiosity and shows you’re listening. 6. Multi-Tonal Approach: The real art of tonality comes when you mix these tones across your emails. For instance, start curious, then shift to concerned or challenging based on their reply. It’s all about keeping the conversation natural and engaging — just as you would in person. --- Craft each email with intention, and let your tone drive the conversation toward connection. In cold email outreach, a well-chosen tone makes all the difference between an ignored message and a conversation starter. #ColdEmailTips #SalesStrategy #Tonality