Digital messages like sales and marketing emails are easy to ignore, so making your cold email outreach noticeable is more important than ever. This blog discusses how hyper-personalisation, especially using captivating visuals, can turn your standard outreach into something exceptional.
Starting with in-depth research is essential for hyper-personalisation in cold outreach. With platforms like Bizzy, you can easily access detailed information about a prospective company, such as its location, number of employees, revenue, and the technologies it uses.
This allows sales teams to customise their approach effectively. By using this data in your cold emails and other messages, you make your content relevant and personalised from the beginning. However, keep in mind that many prospects might already be used to such personalised approaches.
Therefore, to truly stand out with your leads, it's beneficial to take your efforts a step further by implementing visual hyper-personalisation. This approach involves tailoring visuals specifically to each prospect's business environment and brand identity, adding an extra layer of personalisation that can capture attention more effectively than text alone.
Why visuals?
Visual elements like customised images, infographics, and even screenshots can dramatically increase the impact of your messages. Visuals grab attention faster than text and are processed by the brain much quicker.
When visuals are customised to fit the recipient's interests or their company's style, they make a stronger connection than just words.
Implementing visuals in outreach
Using videos in your B2B cold emails can make a big difference, especially when you personalise them for your prospects. These can show the benefits of your product simply and effectively, saving you from having to write long explanations.
For example, creating customised product demo videos that showcase how your product or service fits into the customer's specific use cases can significantly increase their interest and commitment. This is important because 65% of B2B buyers might switch to another vendor if they feel the communication isn't customised to them.
Creating a completely personalised video for every prospective client is time-consuming and may not be cost-effective, especially if they aren't high-value matches for your Ideal Customer Profile (ICP). Instead, many companies find it more efficient to adapt existing images and videos. Small tweaks to these visuals can make them feel more personalised to the recipient.
Adding customised images and graphics can also make your emails really stand out. For instance, you could include the prospect's company logo or adjust the graphics to match their brand colours. This shows you’ve tailored the message just for them.
You can also use screenshots from their website or highlight their latest products. These details prove that you’ve done your homework and are genuinely interested in them. Simple changes like these can make your cold emails feel more personal and engaging. Remember, in the world of sales, a picture really is worth a thousand words.
Unlike static images, using GIFs in your emails may actually decrease your chances of engaging prospects. Studies show that emails with GIFs receive 16% fewer opens than those without. This drop in engagement is often due to their larger file sizes, which can lead to loading issues and distractions for the reader. It's best to avoid GIFs since they are difficult to compress and can negatively impact the overall effectiveness of your outreach.
Best practices for visual integration
Consistency is key: Ensure that all visuals maintain your brand’s identity and quality standards. This consistency builds trust and professionalism.
Keep it simple: Avoid clutter and overly complex designs. The aim is to communicate quickly and clearly, not to overwhelm the prospective client.
A/B testing: Regularly test different types of visuals to see what resonates best with your target audience. Use these insights to refine your approach continuously.
Conclusion
In conclusion, using visual hyper-personalisation in your cold outreach can really make your messages stand out. By using hyper-personalised visuals, you not only enhance engagement but also demonstrate a deep understanding of your prospect’s needs and challenges, setting the stage for more meaningful interactions and successful conversions.
Make sure your visuals are simple and relevant, helping rather than hindering your message. Remember, while personalised visuals are impactful, it’s important to use them correctly - avoiding things like GIFs - to ensure your outreach efforts lead to better engagement and more conversions. Keep testing different visual approaches and improve based on what you learn to keep your campaigns effective. With the right strategies, your business can stand out and build strong connections in a busy digital world.
