Mailshake – simple outreach tool Best Practices for 2026

Mastering Personalization in Mailshake: Boosting Your Outreach Success

Mailshake is a powerful tool for automating and scaling your outreach efforts, but its true potential lies in its ability to personalize each interaction. This article delves into advanced personalization techniques within Mailshake, showing you how to move beyond basic name merging and craft truly engaging campaigns that resonate with your target audience. We’ll cover everything from dynamic content insertion to leveraging custom fields and conditional logic to create personalized experiences that drive higher response rates and ultimately, greater success.

By the end of this guide, you’ll have the knowledge and practical examples needed to elevate your Mailshake campaigns from generic blasts to highly personalized conversations that build relationships and achieve your outreach goals.

Table of Contents

• Leveraging Custom Fields for Hyper-Personalization
• Dynamic Content Insertion: Creating Tailored Messages
• Conditional Logic: Branching Scenarios for Personalized Paths
• Personalization Best Practices: Beyond the First Name

Leveraging Custom Fields for Hyper-Personalization

Custom fields are the cornerstone of advanced personalization in Mailshake. They allow you to store specific information about each recipient, enabling you to tailor your messages in ways that go far beyond simply including their first name. By strategically defining and utilizing custom fields, you can create highly relevant and engaging outreach campaigns that resonate with your target audience on a deeper level.

The first step is identifying the key data points that are relevant to your outreach goals. Consider what information will help you craft a message that speaks directly to each recipient’s needs, interests, or challenges. Think beyond basic demographics and delve into specifics related to their industry, role, company size, or past interactions with your organization.

Once you’ve identified these data points, you can create corresponding custom fields within Mailshake. Mailshake supports various field types, including text, number, date, and dropdown menus. Choose the appropriate field type based on the nature of the data you’ll be storing. For example, you might use a text field for a recipient’s job title, a number field for their company’s employee count, a date field for the date they last visited your website, or a dropdown menu for their preferred product category.

Here are some practical examples of how to leverage custom fields for hyper-personalization:

• Example 1: Industry-Specific Messaging: Create a custom field called “Industry” and populate it with the recipient’s industry (e.g., “Technology,” “Healthcare,” “Finance”). Then, in your email template, use the `{{Industry}}` merge tag to dynamically insert industry-specific content. For example, you could say, “I noticed your company operates in the {{Industry}} sector, and I wanted to share some insights that are particularly relevant to businesses like yours.”
• Example 2: Role-Based Content: Create a custom field called “Job Title” and use it to tailor your messaging to different roles within a company. For example, if the `{{Job Title}}` is “Marketing Manager,” you could highlight the marketing-related benefits of your product. If it’s “Sales Director,” you could focus on the sales-related advantages.
• Example 3: Company Size Segmentation: Use a custom field called “Employee Count” to segment your audience based on company size. You can then tailor your messaging to address the specific challenges and opportunities faced by companies of different sizes. For example, you could say, “As a company with {{Employee Count}} employees, you may be facing challenges related to [specific challenge relevant to that size company].”

Once you’ve created your custom fields, you need to populate them with data. This can be done manually when adding contacts to Mailshake, or more efficiently through CSV imports or integrations with other tools like CRMs or lead generation platforms. Ensure that your data is accurate and up-to-date to avoid personalization errors that could damage your credibility.

Expert Tip: Use data enrichment tools to automatically populate custom fields with information from publicly available sources. This can save you significant time and effort, while also ensuring that your data is as complete and accurate as possible.

Creating and Managing Custom Fields in Mailshake

Here’s a step-by-step guide to creating custom fields in Mailshake:

• Step 1: Log in to your Mailshake account and navigate to the “Leads” section.
• Step 2: Click on the “Columns” button in the upper right corner of the leads table.
• Step 3: Click “Add Column”.
• Step 4: Enter a name for your custom field (e.g., “Industry,” “Job Title,” “Company Size”).
• Step 5: Select the appropriate field type from the dropdown menu (e.g., “Text,” “Number,” “Date,” “Dropdown”).
• Step 6: If you selected “Dropdown,” enter the available options for the dropdown menu.
• Step 7: Click “Save Column”.

You can then manage your custom fields by editing or deleting them as needed. To edit a custom field, simply click on the “Columns” button again, find the field you want to edit, and click the pencil icon next to it. To delete a custom field, click the trash can icon next to it. Be careful when deleting custom fields, as this will also delete all the data associated with that field.

Dynamic Content Insertion: Creating Tailored Messages

Dynamic content insertion is the process of automatically inserting personalized content into your email messages based on the data you’ve stored in your custom fields. This allows you to create highly tailored messages that resonate with each recipient on a personal level, increasing engagement and response rates.

Mailshake uses merge tags to dynamically insert content. Merge tags are placeholders that are replaced with the corresponding values from your custom fields when the email is sent. For example, if you have a custom field called “FirstName,” you can use the `{{FirstName}}` merge tag in your email template to insert the recipient’s first name. Similarly, if you have a custom field called “CompanyName,” you can use the `{{CompanyName}}` merge tag to insert the recipient’s company name.

Dynamic content insertion can be used in various parts of your email message, including the subject line, the body, and even the call to action. By strategically using merge tags, you can create a personalized experience that feels authentic and relevant to each recipient.

Here are some practical examples of how to use dynamic content insertion to create tailored messages:

• Example 1: Personalized Subject Lines: Use the `{{FirstName}}` merge tag in your subject line to grab the recipient’s attention. For example, “Hey {{FirstName}}, I have a question about [Relevant Topic].” A personalized subject line can significantly increase open rates.
• Example 2: Referencing Past Interactions: If you have a custom field that tracks past interactions with the recipient, use that information to personalize your message. For example, “I noticed you downloaded our [Resource Name] guide last month. I thought you might also be interested in…” This shows that you’re paying attention and are providing relevant information.
• Example 3: Industry-Specific Offers: Use the `{{Industry}}` merge tag to offer industry-specific discounts or promotions. For example, “As a valued member of the {{Industry}} community, we’d like to offer you a special discount on our [Product/Service].” This demonstrates that you understand their industry and are tailoring your offers to their specific needs.

When using dynamic content insertion, it’s crucial to provide default values for your merge tags. This ensures that your email message still makes sense even if a particular custom field is empty for a recipient. For example, if you’re using the `{{FirstName}}` merge tag, you could provide a default value like “there” or “valued customer.” In Mailshake, you can set default values by adding a pipe character (|) followed by the default value after the merge tag. For example: `{{FirstName|there}}`.

Expert Tip: Test your dynamic content insertion thoroughly before sending your campaign. Use the “Preview” feature in Mailshake to see how your email will look with different custom field values. This will help you identify any errors or inconsistencies and ensure that your personalization is working as intended.

Implementing Dynamic Content Insertion in Mailshake

Here’s how to implement dynamic content insertion in Mailshake:

• Step 1: Open the email editor in Mailshake.
• Step 2: Place your cursor where you want to insert the dynamic content.
• Step 3: Type the merge tag for the custom field you want to use (e.g., `{{FirstName}}`, `{{CompanyName}}`, `{{Industry}}`). You can find a list of available merge tags in the “Merge Tags” dropdown menu in the email editor.
• Step 4: (Optional) Add a default value after the merge tag using the pipe character (|) followed by the default value (e.g., `{{FirstName|there}}`).
• Step 5: Preview your email to see how the dynamic content will be displayed.
• Step 6: Send a test email to yourself to ensure that the dynamic content is working correctly.

Pay close attention to spacing and punctuation when using dynamic content insertion. Ensure that your email message flows naturally even when the merge tags are replaced with actual values. Avoid awkward phrasing or grammatical errors that could undermine your personalization efforts.

Conditional Logic: Branching Scenarios for Personalized Paths

Conditional logic takes personalization to the next level by allowing you to create branching email sequences based on specific conditions. This enables you to send different emails to different recipients based on their actions (e.g., opening an email, clicking a link, replying to a message) or based on the values in their custom fields. By using conditional logic, you can create highly personalized paths that guide each recipient towards the desired outcome.

Conditional logic in Mailshake is typically implemented through “If/Then” statements. For example, you might say, “If the recipient opened the first email, then send them this follow-up email. Otherwise, send them this alternative follow-up email.” Or, “If the recipient’s `{{Industry}}` is ‘Technology,’ then send them this email sequence tailored to the technology industry. Otherwise, send them the standard email sequence.”

This allows for extremely targeted and relevant messaging, greatly improving the chances of a positive response. Instead of treating everyone the same, you can adapt your communication strategy based on their individual behavior and characteristics.

Here are some practical examples of how to use conditional logic in Mailshake:

• Example 1: Follow-Up Based on Email Opens: Create a rule that automatically sends a follow-up email to recipients who opened your initial email but didn’t reply. The follow-up email could reiterate the value proposition or offer additional information. For recipients who didn’t open the initial email, send a different follow-up with a more compelling subject line or a different angle on the offer.
• Example 2: Tailored Content Based on Link Clicks: If your email includes multiple links to different resources, track which links recipients click. Then, use conditional logic to send follow-up emails with content related to the specific resources they showed interest in. This ensures that you’re providing highly relevant information that aligns with their needs.
• Example 3: Personalized Onboarding Sequence Based on Industry: If you’re onboarding new customers from different industries, use conditional logic to send them tailored onboarding emails with information and resources relevant to their specific industry. This can help them get up to speed more quickly and maximize the value they get from your product or service.

When implementing conditional logic, it’s important to carefully plan your email sequences and define clear rules for each branch. Consider all the possible scenarios and create content that is appropriate for each situation. Test your conditional logic thoroughly to ensure that it’s working as intended and that recipients are receiving the correct emails.

Expert Tip: Use A/B testing to optimize your conditional logic rules and email content. Experiment with different scenarios and messaging to see what works best for your target audience. Continuously monitor your results and make adjustments as needed to improve your campaign performance.

Setting Up Conditional Logic in Mailshake Campaigns

While Mailshake’s interface may not explicitly call out “conditional logic” as a feature name, you achieve similar results by strategically using their drip campaign functionality, combined with careful segmentation and lead list management. Here’s how to approach it:

• Step 1: Define Your Segments: Clearly define the different recipient segments you want to target based on their actions or custom field values. For instance, a segment of “Opened First Email,” or a segment of “Industry: Technology.”
• Step 2: Create Separate Campaigns: Design distinct Mailshake campaigns for each segment, with messaging tailored to their specific characteristics or behaviors.
• Step 3: Use Drip Scheduling: Leverage Mailshake’s drip campaign scheduling to send a series of emails over time. You can trigger the next email in the sequence based on delays, or, ideally, based on *actions* taken in previous emails (though action-based triggers are less sophisticated than a dedicated conditional logic engine).
• Step 4: Manual Segmentation Updates (If Needed): Depending on the trigger capabilities and integrations available, you might need to *manually* update recipient segments based on their actions. For example, if someone clicks a link, you might need to manually move them to a “Clicked Link” segment to trigger a different campaign.
• Step 5: Track and Optimize: Monitor the performance of each campaign and adjust your segmentation and messaging as needed to improve results.

While this manual approach requires more effort, it allows for a degree of personalized branching within Mailshake. Explore integrations with Zapier or other automation tools to potentially automate segment updates based on email opens, clicks, or replies.

Personalization Best Practices: Beyond the First Name

While the technical aspects of personalization are important, it’s equally crucial to follow some best practices to ensure that your efforts are effective and ethical. Personalization is not just about inserting a recipient’s name into an email; it’s about creating a genuine connection and building a relationship.

Here are some key personalization best practices to keep in mind:

• Do Your Research: Before reaching out to someone, take the time to learn about them and their company. Visit their website, read their LinkedIn profile, and research their recent activities. This will give you valuable insights that you can use to personalize your message and demonstrate that you’ve done your homework.
• Focus on Relevance: Personalization is only effective if it’s relevant to the recipient. Don’t just insert information for the sake of inserting it; make sure it’s meaningful and adds value to the message. Focus on the recipient’s needs, interests, and challenges, and tailor your message accordingly.
• Be Authentic: Authenticity is key to building trust and rapport. Avoid using generic language or sounding like a robot. Write in a natural, conversational tone and let your personality shine through.
• Respect Privacy: Be mindful of the recipient’s privacy and avoid using personal information in a way that feels creepy or intrusive. Only use information that is publicly available or that the recipient has explicitly shared with you. Always provide an option for recipients to unsubscribe from your emails.
• Test and Optimize: Personalization is an ongoing process. Continuously test and optimize your personalization techniques to see what works best for your target audience. Monitor your results and make adjustments as needed to improve your campaign performance.

Quote: “People don’t care how much you know until they know how much you care.” – Theodore Roosevelt. This quote perfectly encapsulates the essence of effective personalization. It’s not enough to simply know information about your recipients; you need to show them that you care about their needs and challenges.

Beyond simply adding a name, consider these advanced personalization techniques:

• Personalized Images: Use tools like Hyperise or Lemlist to create personalized images that include the recipient’s name, company logo, or other relevant information. These images can be a powerful way to grab attention and make your message stand out.
• Personalized Video Messages: Record short, personalized video messages for key prospects. This can be a highly effective way to build rapport and demonstrate your personality. Use tools like Loom or Vidyard to create and share your videos.
• Handwritten Notes: For high-value prospects, consider sending a handwritten note. This can be a surprisingly effective way to cut through the noise and make a lasting impression.

Remember, personalization is not a one-size-fits-all approach. What works for one audience may not work for another. Continuously experiment and adapt your personalization techniques to find what resonates best with your target audience and helps you achieve your outreach goals.

External Link: For more inspiration and best practices on personalization, check out the resources available on the HubSpot blog: https://blog.hubspot.com/marketing/personalization