Cold Email Personalisation Has Got Much Less Fake

For years, “personalised” cold email often meant putting somebody’s first name at the top and mentioning their company in the first sentence.

That is not really personalisation.

The more interesting change is how quickly you can now do the research before the email is written.

What does the company actually sell? Which markets are they entering? What have they launched? What appears to be changing? Is there a genuine reason your offer might be relevant?

Do that first and the email itself can become much shorter.

You don’t need to pretend you have been following somebody’s career for years.

You just need a real reason to contact them.

AI has made that kind of research much easier to do at useful scale.