#lead-hunter #best practices

TL;DR

Discover why sending fewer, highly personalized emails with omnichannel follow-ups outperforms medium-volume outreach, delivering better results and stronger relationships.

Introduction

In the digital marketing world, email remains one of the most effective channels for connecting with your audience. However, many professionals face a critical choice: should you send a high volume of emails (around 50 per day) to cover more ground, or focus on fewer, highly personalized messages (6-8 daily) with strategic cross-channel follow-ups? Today, we’re exploring why the latter approach typically delivers superior results.

The Changing B2B Buying Landscape

According to LinkedIn’s State of Sales Report 2022, 78% of buyers expect personalized interactions based on their previous engagements. This shift in buyer expectations means that generic, high-volume outreach is becoming increasingly ineffective. The same report reveals that 83% of sellers who exceed their targets regularly use a multi-channel approach to engage prospects.

Why Personalization Matters More Than Ever

HubSpot’s State of Marketing 2023 shows that personalized outreach achieves:

• 72% higher engagement rates compared to generic messages
• 54% higher likelihood of moving prospects into active opportunities
• 47% increase in response rates when referencing specific company challenges

These findings suggest that spending time crafting fewer, more targeted messages yields better results than sending higher volumes of generic outreach.

The Power of Multi-Channel Engagement

The Salesforce State of Sales 2023 reveals that top-performing sales teams are 2.8x more likely to use a multi-channel approach. Their research shows combining personalized email with LinkedIn engagement leads to:

• 67% higher meeting acceptance rates
• 51% faster deal progression
• 43% increase in positive responses

Implementing a High-Touch Strategy

Instead of sending 50 daily emails, focus on 6-8 high-value prospects with personalized outreach across channels. According to LinkedIn’s research, this approach should include:

1. Initial Research

• Review prospect’s recent company updates
• Identify shared connections or experiences
• Understand their industry challenges

2. Personalized Email

• Reference specific company initiatives
• Highlight relevant mutual connections
• Address identified pain points

3. LinkedIn Follow-up

• Engage with their content
• Share relevant insights
• Connect with a personalized note

Measuring Success

Focus on metrics that indicate real engagement rather than just activity. Salesforce’s research shows the most reliable indicators are:

• Response quality (not just quantity)
• Meeting conversion rates
• Opportunity progression
• Relationship strength over time

The Impact on Business Results

LinkedIn’s data shows that sales professionals who prioritize quality over quantity in their outreach achieve:

• 41% higher win rates
• 33% larger deal sizes
• 38% shorter sales cycles

Conclusion

The data is clear: while sending 50 emails daily might seem more productive than just 6-8, focusing on quality personalized outreach with strategic multi-channel follow-up consistently delivers better results. By investing time in research and personalization, you’ll build stronger relationships and achieve better outcomes.

Looking to refine your outreach strategy? Let us know how you’re balancing personalization with scale, and we’ll share more targeted advice in future articles! 🚀

References

1. LinkedIn. (2022). State of Sales Report 2023. Retrieved from https://business.linkedin.com/sales-solutions/the-state-of-sales-2022-report

2. HubSpot. (2023). State of Marketing Report. Retrieved from hubspot.com/state-of-marketing

3. Salesforce. (2023). State of Sales Report. Retrieved from salesforce.com/resources/research-reports/state-of-sales/