Work inboxes are crowded, 96% of emails are automated, yet sellers still assume their outreach stands out. The reality? Most emails are ignored, deleted, or buried under hundreds of generic messages.
We've caught up with Will Allred, Co-founder & CEO of Lavender, explains why:
“You were one of four that actually took the time” to personalise, while the rest get buried under a flood of generic outreach.
That’s a sobering statistic. Personalisation isn’t just a nice-to-have—it’s the difference between getting a response and getting lost in the noise. And yet, most sales teams still rely on automation, blasting out generic emails that never truly connect with their prospects.
So, how can sellers cut through the clutter? Will Allred identifies three simple but crucial changes:
1️⃣ Shorter, simpler subject lines
“Most subject lines right now are five words. It’s the stupidest thing because… you basically buried the lead on the fact that you personalised the note.”
Your email might be brilliant, but if the subject line doesn’t hook the reader, they’ll never see it. Inboxes are chaotic, and buyers make split-second decisions on whether to open an email. A long or vague subject line? Straight to the bin.
The fix: Make it short, direct, and engaging—without sounding like clickbait.
2️⃣ Concise, clear sentence structures
Attention spans are short. Long, clunky sentences make it harder for buyers to understand why they should care. Instead of an essay, think quick, punchy statements that get straight to the point.
If your prospect has to re-read your email to understand it, you've already lost them.
3️⃣ Genuine personalisation wins
Most sellers think adding a prospect’s name or company to an email is "personalisation." It’s not. True personalisation means showing you understand their pain points, industry trends, and business priorities.
“Personalised emails are getting 1,200% more replies right now.”
That’s an eye-opening stat. Buyers don’t just want another sales pitch—they want a conversation that feels tailored to their specific needs.
B2B sales is changing
The old "spray and pray" approach doesn’t work anymore. Buyers are savvier, and they filter out generic sales tactics faster than ever.
Platforms like trumpet are leading the shift towards a more personalised, buyer-centric approach. Rather than bombarding prospects with templated emails, sellers can create interactive, tailored experiences that keep buyers engaged throughout the sales journey.
By using tools like trumpet, sales teams can:
✅ Create bespoke microsites or Pod's as we call them tailored to each prospect
✅ Share personalised content, case studies, and proposals in a single, interactive space
✅ Track engagement and see what actually resonates with buyers
Final thoughts
Sales teams that embrace personalisation will outperform those who rely on outdated, volume-based tactics. The data speaks for itself:
Personalised emails get 1,200% more replies
Buyers expect tailored experiences
Tech like trumpet helps sellers deliver more relevant, engaging outreach
If you’re still sending long, impersonal emails and wondering why response rates are low, it’s time to rethink your approach.
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