Personalisation at scale: outreach that reads like it was written for one person
Why generic sequences stall, and how AI company summaries let a two-person team sound like an account researcher.
July 14, 2026 · 6 min read · Daniel Okoro
Reply rates collapse when a prospect can tell your email would work for a thousand companies. The fix is not more merge tags — it is one specific, verifiable observation about their business.
AI summaries make this tractable. Instead of reading a website for ten minutes, you read a three-line brief: what the company does, how it makes money, what recently changed, and where your product plausibly fits.
Keep the structure simple: observation, implication, question. One sentence each. Anything longer competes with the prospect's inbox rather than earning a reply.
Measure at the segment level, not the email level. If a segment underperforms after 150 sends, the problem is usually your targeting, not your copy.