Balancing automation and authenticity: Navigating the fine line in one-to-one email prospecting

Sales strategy
5 December 2023


Imagine receiving an email that starts with

"Dear [First Name],

We would like to introduce you to our products..."

🤔 Not the most heartwarming greeting, is it?

In the first lines of the email, you can already guess whether it is a personalized or generic email. No one wants to read emails sent to thousands of people. And what's more, if the email is written by a robot, it's useless!!

👉🏻On the contrary, receiving a one-to-one prospecting email is rare and it captures the full attention of your recipient. This is extremely valuable.

This is a strategy that is too often dismissed in marketing because it is obviously very time-consuming⌚. You have to be ultra-segmented and find all out about your prospect. It's a qualitative approach, an art form that, when mastered, yields undeniable results.

The response rate is phenomenally higher. 🚀🚀

Mass emails vs. One-to-One prospecting emails rate range:

  • 1% to 5%: Response rates for mass email campaigns. These emails are often sent to a larger audience, but the generic nature can result in lower engagement.
  • 40% to 70%: Response rates for well-crafted one-to-one emails, especially when sent by skilled sales professionals who understand their audience. The crème de la crème sales exceed 70% response rate.🏅

🔎This technique is worth taking a closer look at. When we say “writing an email one by one”, Why not use a little help from ChatGpt? But be careful... You have to know how to use it properly and stay in control of your message.

🫸🏻Your recipient absolutely must not imagine that you wrote with AI. It should be helpful, for example with the technical parts of the email, but your intention should remain authentic. Even when writing this article, for example, you want to read the words of a human, with a certain intellectual commitment, and not the thoughts of the machine...

In this article, you will see that AI helps in so many ways than the writing part itself. It is a huge help in all the marketing strategies process.

Anyway, finding the sweet spot between automation and authenticity is akin to tightrope walking. 🤹‍♂️ One wrong move, and you risk plummeting into the abyss of impersonal communication.

I. Writing the one-to-one prospecting email: Using ChatGPT with the right balance

Leveraging ChatGPT for content generation

⚠️Tips alert💡: As part of one-to-one emailing, I strongly advise you to write the first draft of your email yourself. You are the master of your thinking, your audacity, and your creativity. You have a message to convey and no one will be able to create it for you.

Then you can go through the AI phase to:

  • correct spelling mistakes
  • translate into multiple languages
  • add the right emojis
  • request the creation of an image concerning the email in question
  • rephrase certain parts
  • add a slightly more “marketing”, “literary”, or even “street” style
  • suggest alternatives for the subject line

However, the key is maintaining control to ensure the authenticity of the message. For example, if you're reaching out to a tech-savvy prospect, ChatGPT can help with the technical nuances, but your authenticity should shine through.

Striking the right balance: Human touch vs. AI assistance

Some prefer to directly ask the AI to propose to them some email content. Here is the tightrope journey.

This technique is easy but risky. AI has its own logic which is not yours. You need to know exactly how to ask AI, and it requires time to really ask properly. Ultimately sometimes we spend more time going over the AI than if we had written it in the first place.

= Don’t underestimate your ability to write faster than AI.

The human touch is paramount – AI is a tool, not a replacement, and as I said in the introduction, no one wants to read an email sent by a bot.

➡️ Let ChatGPT handle data-driven insights, but let the human marketer infuse emotional resonance into the message.

Ensuring authenticity in AI-generated Content

The game of perceptions is on. You absolutely must re-read and go over messages written by the AI to ensure that the recipient does not detect the AI's involvement.

The weaknesses of AI (Where human intuition excels):

  • humor
  • the second degree
  • emotional storytelling
  • everyday anecdotes
  • the comparisons
  • cultural references
  • the news
  • events

= Here's how to distinguish a real email written by a human from an AI. Keep it in mind when you are in the AI re-written process.

👁️For Your Reminder: While ChatGPT can generate text, the responsibility for evaluating the ethical and inclusive aspects of the content lies with the human overseeing the generated text.

II. AI's role in overall marketing strategy: How can AI help with one-to-one prospecting?

AI isn't just a sidekick; it’s the behind-the-scenes maestro orchestrating data analysis, audience segmentation, and personalized targeting.

Artificial Intelligence (AI) can play a pivotal role in one-to-one prospecting by enhancing various aspects of the outreach process. Here are several ways in which AI can be a valuable ally in one-to-one prospecting:

Data-driven insights for prospect segmentation

AI takes the spotlight, analyzing vast datasets to provide insights into prospect behavior. Imagine AI as your detective, uncovering hidden patterns that refine segmentation for more targeted one-to-one prospecting.

Personalization at scale

AI algorithms can analyze vast amounts of data to identify individual preferences, behaviors, and historical interactions. This enables the creation of highly personalized and targeted messages at scale, improving the chances of engagement.

Behavioral analysis

AI tools can track and analyze prospect behavior across various touchpoints. This includes website visits, content consumption, and email interactions. This behavioral data provides insights into prospect interests and enables more informed and personalized communication.

Automated email campaigns

AI-powered automation can handle routine tasks, such as sending follow-up emails, scheduling appointments, and nurturing leads through predefined workflows. This frees up time for sales teams to focus on more complex and relationship-driven aspects of the sales process.

Lead scoring

AI algorithms can assign scores to leads based on various criteria, including demographic information, engagement history, and online behavior. This automated lead scoring helps prioritize leads and ensures that sales efforts are directed toward the most promising opportunities.

Conclusion: navigating the intersection of AI and human expertise

In this digital circus, where automation and authenticity intersect, the key is balance. ChatGPT and AI are tools in our hands, enhancing our abilities without overshadowing the human touch. As the marketing landscape evolves, mastering this delicate balance is the real deal.

In essence, the integration of AI in one-to-one prospecting empowers sales teams to work more efficiently, make data-driven decisions, and create genuinely personalized experiences for their prospects.

Remember that nothing beats human creativity, audacity, and wildness to attract attention. And robots can't borrow that from us…

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