Personalization v. Automation

You can’t automate personalization.

I got an email recently in which the sender writes to tell me, “how I think we could be a great fit for you and Chris Vallancourt.”

Given that I am Chris Vallancourt, was he telling me that his service is great for me and also…me?

If he had taken even a few seconds to look at my website, he could have rightly concluded that my business is just me and tweaked the copy accordingly.

Side note: there were a few other issues with the email, but this one stood out as the most glaringly obvious.

It’s easy to make mistakes when composing email or any other quickly drafted 1:1 communication. I could fill a book with my own embarrassing moments in email prospecting. But if you’re going to personalize, make sure you are actually personalizing.

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