In B2B sales, personalisation has become the golden rule. We’ve all seen the stats about personalised emails driving higher open and response rates. But here’s the catch: when personalisation goes wrong, it doesn’t just fall flat—it makes prospects cringe.
At SendIQ, we’ve reviewed thousands of outreach campaigns across email, LinkedIn, and cold calling. Time and again, the same mistakes appear. These blunders don’t just hurt credibility—they damage brand reputation and kill conversations before they start.
Here are the five biggest personalisation pitfalls—and how to avoid them.
1. The Creepy Stalker Approach
“Hi Jane, I saw you graduated from Manchester Uni in 2003, worked at three companies since, and just bought a house in Surrey.”
That’s not personalisation. That’s stalking.
Too many salespeople think detailed research shows dedication. In reality, it feels invasive. Prospects don’t want to feel like every corner of their online life has been combed through.
The fix: Stick to professional, relevant information—recent company news, industry challenges, or their role. Leave personal details out of it.
2. The Obvious Automation Fail
“Hi [FIRST_NAME], I hope things are going well at [COMPANY_NAME]!”
We’ve all seen it. Merge fields gone wrong, or “personalised” templates that still sound robotic—like repeating the prospect’s name five times or inserting their company in awkward places.
The fix: Write templates for one person, not everyone. Use names naturally, mention companies only where it makes sense, and test every campaign before launch.
3. The Wikipedia Research Disaster
“I see your company was founded in 1987 and has 250 employees.”
That’s surface-level fluff. Prospects know you Googled their website and regurgitated the About page. Even worse is when this irrelevant info highlights why you’re not a fit.
The fix: Connect your research to your value. Focus on relevant challenges, initiatives that align with your solution, or mutual connections that open doors.
4. The False Familiarity Trap
“Hope you enjoyed your coffee this morning!”
“Looks like you had a busy week from your posts!”
This faux-friendly approach screams insincerity. Pretending you know someone personally when you don’t is awkward and undermines trust.
The fix: Keep it professional and conversational. Build rapport naturally over time—don’t fake it in the first message.
5. The Irrelevant Interest Connection
“I noticed you like hiking—I love the outdoors too!”
Personal common ground can work, but forcing it rarely does. Shared hobbies or vague similarities often feel contrived rather than authentic.
The fix: Stick to professional commonalities—industry experience, mutual contacts, or similar business challenges. Save the personal chat for after you’ve built a real connection.
Getting Personalisation Right
Great personalisation isn’t about showing off how much you know. It’s about proving you understand the prospect’s business challenges and can add value. The best outreach focuses on:
- Industry-specific pain points
- Relevant company news or triggers (funding, expansion, leadership changes)
- Mutual professional connections
- Business insights that tie directly to your solution
At SendIQ, we help clients build outreach that feels thoughtful, not invasive. Prospects respond best when they feel understood, not investigated.
The Bottom Line
Personalisation should make prospects feel valued, not uncomfortable. Before hitting send, ask yourself:
- Would I want to receive this?
- Does it add genuine value?
- Am I demonstrating business insight—or just flaunting my research skills?
The goal isn’t to impress prospects with trivia about their lives. It’s to start conversations about solving their challenges. When personalisation is relevant, respectful, and professional, it becomes one of the most powerful tools in your prospecting arsenal.
