Email Success: Increasing Prospect Email Engagement Through Personalization

It’s a challenge to get noticed in today’s inbox. You’re competing for attention and have a finite number of seconds to capture and keep your recipient interested. So, what’s the secret to some of the best sales emails out there? Personalization. We know what you’re probably thinking: “I don’t have the time for personalization. I already spend too much time trying to find reliable email addresses just to get my message out.”  

We get it, and that’s why a cannabis data tool like Emerald Intel exists —to give you back those countless hours you spent looking for basic contact information so you can spend your time on things like personalization.

But this blog isn’t about our data—this blog is about how to personalize emails to make them more effective, so read on for actionable tips you can apply to your outreach starting tomorrow!

• Include the recipient’s first name in the subject line – According to Klenty.com, email open rates more than double when a first name is included in the subject line. Personalized subject lines create a sense of familiarity and relevance, making the email feel more like a direct conversation rather than a mass email.
   
  • Why Does It Work?

• • • Grabs the reader’s attention – A name stands out in a crowded inbox.
      
      
    • Feels more personal – People are more likely to engage with something that feels tailored to them.
      
      
    • Increases trust – It signals that you may know them, reducing the likelihood of being ignored.

• Reference a recent event – One of the best ways to demonstrate you’ve done your homework when reaching out to a prospect is to mention a recent company milestone, a post they shared, a press release or mention in a recent article, or an industry challenge they may be impacted by, to list a few.
   
  • Why Does It Work?
     
    • Shows you’ve done your homework - Instead of a generic pitch, you demonstrate that you understand their business, industry, or challenges.

• • • Creates an emotional connection - Addressing a pain point makes the prospect feel understood.

• • • Makes the email timely and urgent - A reference to something recent makes the message feel time-sensitive rather than just another sales email.

• Reference other solutions in their tech stack – If your product or solution integrates with other industry tools, don’t hesitate to name drop them in your communications. Emerald Intel provides technographic data as part of its cannabis database. This provides you an instant advantage by understanding the other tools they leverage and tying your name to those brands.
   
  • Why Does It Work?

• • • Brand familiarity – Name-dropping a trusted partner’s brand in your email will grab the reader’s attention since they are familiar with the name.

• • • Builds credibility – If your product or solution is complimentary to tools the prospect already uses, they may be more willing to consider your offering. 
      
      
    • Shows you understand their business – By understanding their operations, you’ve positioned yourself as a partner, not just another ‘sales guy’.

The final step in personalization is templatization. I bet you’re surprised we just mentioned templates; however, it’s the most efficient way to apply personalization at scale! Here’s an example to help you get in the mindset:

(subject line) [First name], we have the data you need for [state]…

Hi [First name],

I saw [Company name] recently expanded into [state]—congrats! Operating in a new state comes with unique challenges, which includes identifying companies and decision makers that need your services. I'd love to show you the comprehensive data we have on [state] dispensaries, which includes actionable info like:

• Decision maker emails and direct dials

• License Information, including status and type

• Parent/child hierarchies

• And more!

Can we schedule a 10-minute chat to explore if we can help? Would [day/time] work for you?"

In the example above, most of the email content is templated. However, it has been personalized by including the recipient's name in the subject line, mentioning the company name, and referencing a recent event: the company's expansion into a new state. We’ve made the outreach personalized and timely without creating too much work for ourselves.

Now it’s your turn. Making small yet meaningful personalization adjustments to your outreach is proven to drive more engagement—and that’s time well spent. 

Are you in need of reliable, verified data to execute personalized emails? Let’s talk! Schedule a time to see the Emerald Intel platform in action, here.