<aside>

Only 33% of top-performing emails used personalization tokens.

And almost all of them kept it simple:

→ {{firstName}} in the subject or first line

→ Sometimes {{company}} or a light industry reference

→ Nothing deep - no funding news, no job changes, no scraping

What worked best:

• Start with {{firstName}}
• Follow with something industry-specific (“D2C brand” / “B2B SaaS” etc)
• Keep the tone human - not robotic or over-engineered

You're not trying to prove you did research.

You're trying to sound real.

</aside>