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Personalizing Outreach

Use Catchlight data to create highly personalized outreach that references specific details about prospects' professional backgrounds, life events, interests, and circumstances to dramatically improve response rates and build authentic connections.

Chris Ross avatar
Written by Chris Ross
Updated over 2 weeks ago

Why Personalization Matters

Generic outreach gets ignored. Personalized outreach gets responses.

Response rate comparison:

  • Generic: 1-3% response rate

  • Semi-personalized (name, company): 5-10% response rate

  • Highly personalized (specific details, relevant context): 20-40% response rate

The difference: Recipients can instantly tell whether you took time to learn about them or sent a mass email.

Levels of Personalization

Level 1: Basic (Better than nothing)

  • First name

  • Company name

  • Job title

Example: "Hi Sarah, I work with several VPs at TechCorp..."

When to use: Large campaigns where deep personalization isn't feasible

Level 2: Contextual (Good)

  • Specific background detail

  • Relevant life stage or demographic

  • Industry or professional context

Example: "Hi Sarah, I noticed you've been at TechCorp for 8 years as VP of Engineering. Many tech executives I work with have complex equity compensation that benefits from strategic planning..."

When to use: Standard high-priority outreach (Tier 2-3)

Level 3: Highly Personalized (Best)

  • Specific recent life event or milestone

  • Shared connection or experience

  • Demonstrated research and understanding

  • Relevant, timely value proposition

Example: "Hi Sarah, Congratulations on your recent promotion to VP of Engineering at TechCorp! This is an exciting time as your equity compensation package likely evolved significantly. I specialize in helping tech executives at companies like TechCorp optimize RSU tax strategies and exercise timing. I've worked with three other VPs at TechCorp and understand your specific benefit structure. Would you be open to a 20-minute conversation about maximizing your package?"

When to use: Tier 1 priorities, warm referrals, strategic targets

Data Points to Personalize With

Professional Background

Current Role:

  • "As a physician at Mayo Clinic..."

  • "In your role as CFO..."

  • "Fellow software engineers at Google..."

Job Changes:

  • "Congratulations on your new role at [Company]!"

  • "I saw you recently joined [Company] as [Title]..."

  • "During career transitions like your recent move to [Company]..."

Company-Specific:

  • "I work with several [Company] employees and understand your RSU structure..."

  • "Your company's 401(k) plan with [Provider] offers excellent options..."

Industry Expertise:

  • "I specialize in working with healthcare professionals..."

  • "Many tech executives face similar equity compensation complexity..."

Alma Mater:

  • "Fellow Wolverine here! Go Blue!"

  • "I noticed we both attended Penn State..."

  • "I work with several Michigan alumni..."

Life Events and Milestones

Age Milestones:

  • "You're turning 50 this year—congrats! This unlocks catch-up contributions..."

  • "With Medicare enrollment approaching at age 65, now is the time to..."

  • "As you approach age 73 and required minimum distributions..."

Family Events:

  • "Congratulations on your new addition to the family!"

  • "With children entering college age, education funding becomes critical..."

  • "Many parents of teenagers I work with are balancing college savings with retirement..."

Career Events:

  • "Career transitions like your recent promotion create planning opportunities..."

  • "Job changes are ideal times to review rollover options and benefits..."

Home Purchase:

  • "Recent home buyers often need to adjust their financial plans..."

  • "Congratulations on your new home in [City]!"

Retirement Proximity:

  • "As retirement approaches in the next few years..."

  • "Many pre-retirees I work with are focusing on distribution strategies..."

Interests and Lifestyle

Shared Interests:

  • "I see you're an avid golfer—I host an annual client golf outing..."

  • "Fellow runner here! Are you training for any upcoming races?"

  • "I noticed your passion for sustainable investing..."

Charitable Interests:

  • "I saw your involvement with [Charity]—many of my clients integrate charitable giving into their financial plans..."

  • "Your commitment to [Cause] aligns well with donor-advised fund strategies..."

Location:

  • "As a fellow [City] resident..."

  • "I work with several families in [Neighborhood]..."

  • "Living in [State] creates specific tax planning opportunities..."

Social Capital and Network

Mutual Connections:

  • "[Name] suggested I reach out to you..."

  • "I work with [Name] and [Name], who thought we should connect..."

  • "We have [Number] mutual connections on LinkedIn, including [Name]..."

Professional Networks:

  • "I saw you're active in [Professional Association]..."

  • "As a board member of [Organization], you likely appreciate..."

Personalization Templates and Examples

Job Change Outreach

Template: "Hi [Name],

Congratulations on your new role as [Title] at [Company]! Career transitions like this create important financial planning opportunities, particularly around [specific opportunity based on role/company].

I specialize in helping [job level/industry] professionals optimize [specific benefit/challenge relevant to them]. Specifically, I've helped clients:

  • [Relevant benefit 1]

  • [Relevant benefit 2]

  • [Relevant benefit 3]

Would you be open to a brief conversation about [specific relevant topic]?

[Your Name]"

Example: "Hi Michael,

Congratulations on your new role as Director of Product at Salesforce! Career transitions create important planning opportunities, particularly around equity compensation and 401(k) rollovers.

I specialize in helping tech executives at companies like Salesforce optimize RSU tax strategies and benefit packages. Specifically, I've helped clients:

  • Minimize tax impact of vesting RSUs through strategic planning

  • Evaluate rollover vs. staying in previous employer's 401(k)

  • Coordinate new benefits with existing financial plans

Would you be open to a 20-minute conversation about maximizing your new compensation package?

Best, Jennifer"

Age Milestone Outreach

Template: "Hi [Name],

You're turning [Age] this year, which is a significant financial planning milestone. At [Age], you become eligible for [specific benefit/consideration].

I help [demographic description] clients navigate [specific planning area]. Many people turning [Age] appreciate reviewing:

  • [Relevant consideration 1]

  • [Relevant consideration 2]

  • [Relevant consideration 3]

Would a brief conversation about [specific topic] be valuable?

[Your Name]"

Example: "Hi Robert,

You're turning 65 early next year, which triggers important Medicare decisions. Medicare enrollment has strict deadlines with permanent penalties for missing them.

I help pre-retirees navigate Medicare enrollment, Social Security timing, and distribution planning. Many clients appreciate reviewing:

  • Medicare Part A, B, D, and supplement options

  • Coordination with employer coverage if still working

  • Social Security claiming strategies

  • Healthcare costs in retirement planning

Would a complimentary Medicare planning session be valuable? We should connect at least 6 months before your birthday to ensure proper enrollment.

Best, David"

Shared Experience Outreach

Template: "Hi [Name],

I came across your profile and noticed [shared experience/connection]. [Personal comment about shared experience].

I work with [description of clients], helping them [value proposition]. Given your background in [their background], I thought you might appreciate [relevant offering].

Would you be open to connecting?

[Your Name]"

Example: "Hi Lisa,

I came across your profile and noticed we're both Penn State alumni—Go Nittany Lions! I graduated in 2005 from Smeal.

I work with several PSU alumni in the [City] area, helping them navigate financial planning for growing families and careers. Given your background in healthcare administration, I thought you might appreciate our specialized planning for healthcare professionals.

Would you be open to a brief call? I'd love to connect with a fellow Penn Stater.

Best, Mark (Class of '05)"

Life Event Outreach

Template: "Hi [Name],

[Congratulations or acknowledgment of life event]. This is [positive framing of timing].

I specialize in helping [client type] with [relevant planning area triggered by event]. Specifically, this is an ideal time to:

  • [Action item 1]

  • [Action item 2]

  • [Action item 3]

Would a brief conversation about [specific topic] be helpful?

[Your Name]"

Example: "Hi Amanda,

Congratulations on your recent home purchase in Maple Grove! This is an exciting time and also creates important financial planning considerations.

I specialize in helping young professionals with cash flow planning and long-term wealth building. After a home purchase, this is an ideal time to:

  • Adjust emergency fund for home maintenance reserves

  • Review insurance (homeowners, umbrella, life)

  • Rebalance investment strategy given new mortgage

  • Optimize tax planning with mortgage interest deduction

Would a 30-minute conversation about optimizing your finances post-purchase be helpful?

Best, Rachel"

Personalization at Scale

Challenge: You can't deeply personalize 500 emails individually.

Solution: Segment and semi-personalize.

Segmented Campaign Approach

Step 1: Create Homogeneous Segments Group prospects with shared characteristics:

  • Same employer (TechCorp employees)

  • Same life stage (parents of college-age children)

  • Same life event (recent job changers)

  • Same age milestone (turning 50 this year)

Step 2: Create Segment-Specific Template Write one highly relevant template for each segment.

Step 3: Personalize with Mail Merge Use merge fields for:

  • {FirstName}

  • {Company}

  • {JobTitle}

  • {SpecificDetail} (if varies within segment)

Step 4: Manual Touch for Top Tier Add 1-2 custom sentences to Tier 1 prospects in the segment.

Example Segmented Campaign

Segment: Physicians ages 35-50 with children

Subject: "Financial Planning for Physician Families: Balancing Student Loans, Education Funding, and Retirement"

Body (template): "Hi {FirstName},

As a physician at {CurrentEmployer}, you're likely juggling several financial priorities: student loan management, saving for your children's education, building retirement savings, and protecting your income.

I specialize in helping physician families navigate these competing demands. Many physicians I work with appreciate:

  • Student loan optimization (PSLF, refinancing strategies, forgiveness programs)

  • 529 planning balanced with retirement contributions

  • Disability insurance review (essential for physicians)

  • Tax-efficient investment strategies

Would a complimentary planning session be valuable? I've helped [X] physician families in the [City] area build comprehensive financial plans that address all these priorities.

Best, {YourName}"

Personalization:

  • Segment is narrow (physicians, specific age, with kids)

  • Template addresses shared challenges

  • Merge fields add personal touch

  • Still feels relevant and specific

Personalization Don'ts

Don't:

  • Be creepy: Don't reference obscure details that reveal excessive stalking

  • Overshare research: "I saw on your wife's Facebook that..." = creepy

  • Fabricate connection: Don't fake shared experiences or interests

  • Use outdated info: Verify details are current (job, employer, family)

  • Be too familiar: Match their communication style; don't assume friendship

  • Over-personalize: 10-sentence life story recap is too much

  • Forget the value prop: Personalization without relevant value proposition fails

Do:

  • Use publicly shared information: LinkedIn, professional bios, public social media

  • Be genuinely interested: If you mention an interest, actually care about it

  • Add value: Personalization should lead to relevant value for them

  • Be authentic: Don't personalize if you don't mean it

  • Verify accuracy: Double-check names, companies, details

  • Respect privacy: Use information appropriately

Testing and Optimization

A/B Test Personalization Levels:

Test: Send half with Level 2 (contextual) and half with Level 3 (highly personalized)

Measure:

  • Open rates

  • Response rates

  • Meeting conversion rates

  • Time investment vs. results

Optimize: Find the sweet spot for your market and capacity.

Tools and Workflow

Research Efficiently:

  1. Open Catchlight profile (2 min: review key fields)

  2. Click LinkedIn URL from Catchlight (3 min: scan recent activity, background)

  3. Google quick search if needed (1 min: recent news, media)

  4. Draft personalized email (5 min: reference specific details)

Total: 10-15 minutes for highly personalized Tier 1 outreach

Scale: Can realistically do 4-6 deeply personalized emails per hour.

Related Articles

  • 6.1: Prioritizing Leads

  • 6.4: Building Conversation Starters

  • 5.11: Social Media Profiles

  • 5.7: Life Events & Eligibility Milestones

  • 6.3: Timing Your Outreach

Related Articles
Event Topic Filter
Life Events & Milestones Charts
Demographic Data
Timing Your Outreach
Building Conversation Starters
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