This blog was written by Setup’s Business Development + Marketing Associate, Alexis Quarcoo.

Email is one of the most critical outreach tools in a Business Development Representative’s tool belt. (If you need a refresher on email outreach basics, read this article where we break down how to write the perfect sales email.)

According to LinkedIn, there are around 300 billion emails sent and received every day. With emails flooding in from all directions, it can be somewhat overwhelming to a potential prospect to sift through email after email to determine which ones are relevant or useful. 

Adding personalization to emails can be a great way to start building relationships with prospects and potential clients, and increase your chances of standing out. 

Here are three ways you can start incorporating this tactic into your outbound email outreach:

Tip #1 | Do your research.

According to LinkedIn, “70% of Millennials aren’t favorable towards brands that don’t send personalized emails.” When sending an email to a prospect, make it feel like the receiver matters as an individual, and avoid wording emails like they’re being sent to the masses. One way to do this is by doing research on your prospects. 

Many people have professional social media accounts where they share information about their interests, job updates, and industries they’re focused on. LinkedIn is also a useful tool for personal information. Using these data-filled resources, you can tailor your messaging with information you know about the prospect. You could even look at their career path and shout out some of the previous companies they worked for, or see where they are based and shout out something local to their area. Social media is your friend and, when used wisely and not creepily, can be used to show you are invested in your contacts.

Sending information that is relevant to the industry or role that a prospect is currently in is also a great way to personalize your message.

Warning: When including personalization in your email, make sure to strike the right balance between personalization and being intrusive.

Tip #2 | Find commonalities.

When you’re doing research on prospects, keep an eye out for anything that you may have in common with them. Use your research to inform your messaging and create a bond with your prospects.

This could include shared location, companies previously worked for, schools or universities, majors, or interests and hobbies. Some of our team members found referencing an alma mater can easily ignite a conversation. Establishing common ground in as little as one sentence in your messaging could help you build rapport with the prospect and potentially spark a longer conversation.

Tip #3 | What value can you offer?

After incorporating tips #1 and #2 into your email outreach, make sure to tie it all back to why you're reaching out. It is important to be strategic about what you mention. Not everything is relevant for everyone, so think about what aspects of your products or services you could mention that may be interesting to the prospect based on the information you’ve gathered. 

Tip: If your messaging is relevant to the prospect’s needs, then they will see you as someone who brings value, and have a little more trust in engaging with your email. 

Although it may take some extra time and effort, personalizing your email outreach will set you apart from other Business Development Representatives who don’t do their due diligence. Personalization is important and can increase the likelihood of getting a response and building a relationship with prospects. It’s the combination of several touchpoints that can lead to a loyal customer or fruitful business relationship.

Always remember that you are talking to another human being…so think about being genuine and authentic in your messaging, and that personalized tone will shine through.