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How can I personalise my communications at scale?

How can I personalize my communications at scale?

Meet Marcus, a business development manager who thought he had personalization figured out. "I was using {firstname} in every email," he laughs now, "and wondering why my response rates weren't improving." Like many of us, Marcus had fallen into the trap of thinking personalization was just about inserting basic contact properties into messages.

The Personalization Breakthrough

Everything changed when Marcus realized that true personalization isn't about knowing someone's name - it's about understanding their story. Using HubSpot's CRM, he discovered he was sitting on a goldmine of insights that could transform his communications from generic to genuinely personal.

Beyond "Hey {firstname}"

Think about the last time you received excellent personal service. Did it feel personal because they knew your name? Or was it because they understood your needs, remembered your preferences, and anticipated your questions?

In HubSpot, you can create this same level of personal attention at scale by combining:

  • Engagement history (what content they've interacted with)
  • Company context (their industry challenges and goals)
  • Behavioral patterns (how and when they prefer to engage)
  • Recent interactions (their latest conversations with your team)

Making it Work in Practice

One of Marcus's most successful campaigns targeted financial services companies. Instead of sending everyone the same message, he used HubSpot to:

  1. Track which compliance-related content each contact engaged with
  2. Note which regulatory challenges they mentioned in sales calls
  3. Monitor their engagement patterns
  4. Automatically tailor communication timing and content

The result? His response rates tripled, and meetings became more productive because they started from a place of understanding.

The Smart Personalization Framework

Rather than trying to personalize everything, focus on the moments that matter most:

First Impressions Customize your meeting booking pages and welcome emails based on how the contact found you and what they've shown interest in.

Key Transitions Personalize your communications when contacts move between stages in their journey, acknowledging their specific path and progress.

Regular Touchpoints Use engagement data to make your regular check-ins more relevant and valuable.

Scaling Without Losing the Human Touch

"The best part," Marcus shares, "is that scaling our personalization actually made our communications feel more human, not less." By using HubSpot's tools to track and act on real insights about each contact, his team could focus their personal attention where it mattered most.

Getting Started

Begin by asking: What do you wish you could know about every contact before reaching out to them? Then:

  1. Set up your CRM to capture these insights automatically
  2. Create templates that flex based on contact properties
  3. Build workflows that adjust your approach based on engagement
  4. Regularly review and refine your personalization strategy

Need help implementing these personalization strategies? Your HubSpot representative can guide you through setting up a personalization approach that matches your business goals.