Ed here from inbound.org - the scalable, personal outreach is something I’ve been working on a lot
@HAWK’s personal emails can load a lot more context, and a more intimate relationship. There’s a time and place we do that sort of thing too, but the vast majority of our outreach now is to groups of people by segments.
There’s a bunch of ways we run this kind of segmentation. Job titles, skills in their profile, pages viewed, people you follow etc. and then suppressing (or further personalising the message) by things like timezone, email throttles (so we don’t bombard you), contributor level and so on.
The subject lines can be a real driver… say on a thread where someone’s asking for advice, you can get an ever increasing lift in both open rates, but also click-through rates (on identical) emails with messages like:
- Can you help Casey?
- Can you help Casey’s client?
- Can you help Casey’s PPC client?
What we’ve found is making something more specific (but without actually giving the game away - hold some curiosity) we get ever better results.
This is what’s led us to (almost) double the number of unique weekly contributors in the community.