Key takeaways
- Merge fields change the greeting; research changes the argument.
- Personalisation runs from segment level down to one person.
- A wrong detail does more harm than no detail.
- Spend research effort in line with the value of the account.
What is the difference between merge fields and real personalisation
Merge fields swap tokens such as a first name or company name into the same message, while real personalisation changes what the message says. A reader can spot a merge field in a second, so it no longer signals effort.
It helps to think in levels. Each level needs more research and gives the reader a stronger reason to reply.
- Token: name, company and title inserted into one template.
- Segment: the problem and proof change by industry or role.
- Account: the email refers to something happening at that company.
- Person: the email responds to something this person wrote, said or did.
What are some email personalisation examples
Good email personalisation examples tie one researched detail to the reason you are writing. The examples below are invented, for illustration only.
- To a head of finance whose firm just opened a second office: an opening about approving spend across two sites.
- To a marketing lead who posted about rebuilding their website: a question about how they plan to measure the new site.
- To a founder who spoke on a podcast about hiring their first seller: a note on what the first sales hire usually needs on day one.
How is personalisation different from segmentation
Segmentation groups people who share traits, while personalisation shapes a message for one person or account. Good segmentation makes personalisation cheaper, because the segment already sets the problem and the proof, and the research only adds the last line or two.
Customisation is a third word often mixed in. It usually means the reader chose something, such as their topics or frequency, rather than the sender tailoring it.
When is personalisation in sales emails worth the effort
Personalisation in sales emails is worth the effort when the account is valuable enough and the detail is accurate and relevant. A strategic account deserves person-level research; a large, low-value segment may only warrant segment-level copy.
Check every fact before you send. Congratulating someone on a role they left last year tells them the research was automated and careless.
Where Pebbles Ai fits
- CapabilityProspecting & customer recordsEach lead found with Find fresh leads gets personalisation angles from their public LinkedIn posts, falling back to role and company when there are no posts to work from.
- CapabilityOutreach contentThe assistants write outreach in chat from those angles and your brand voice, and save emails as drafts in your connected Gmail or Outlook mailbox for you to check before sending.
Common questions
Is it personalisation or personalization?
Both are correct. Personalisation is the British spelling and personalization the American one; they mean the same thing.
How much research does a personalised email need?
Enough to find one relevant, accurate detail and a reason to write now. For most prospects that is a few minutes on their company site and recent public posts.
Can AI personalise sales emails well?
It can draft from researched angles quickly, but it is only as good as its sources. Read every draft and check the details before it goes out.
About this page. Written by the Pebbles Ai team for people who run sales, marketing and growth. Last updated .
