In todays age of outbound marketing, there has never been this much competition. Everyone has suddenly decided to start doing cold email marketing, direct message marketing and other forms of outgoing marketing efforts.

There has never been this many softwares to use, never been this many agencies that offers their services, never been this many "gurus" claiming to be experts but have nothing to show for it. What I mean with all this is that you have never needed to prove yourself more than you need to now. So how do you do this?

What do you need to do to stand out in a recipients inbox? Is it just mentioning their name? Last name? Company name? Their position? Location? The funny thing today is that the personalization game has moved forward too quickly for its own good so it is very easy to use too much and very easy to use too little personalization.

Where is the sweet spot? Well it varies, by a lot. Depending on niche, position, size of company, location of company, even age of recipient can determine the very outcome of results. Mostly because one of the most effective ways to personalize these days can be considered "childish" and "immature" by many but others laugh and book meetings just because they found it funny. It may sound like a joke but it actually isn't. If you don't know what I'm talking about, memes. Yes, memes.

If I were to tell someone doing cold email marketing ten years ago that in 2024 the most effective way to cut through the noise would be using similar strategies that people used to go viral on Vine, I think they would probably laugh until they pass out. But it is true, and I advocate people to start using memes in their outreach because it can be that effective.

But for people who either don't really believe in using memes or if you don't think it will be enough, I have another game changer for you: Personalized Videos at scale, more specifically Vinna.ai.

By recording one facecam video and uploading it to Vinna you are able to generate tens-of-thousands of personal videos with every prospects website in the background. Pretty neat, and is a very healthy amount of personalization. Not too much and definitely not too little. And to top if off, every prospect gets a personal GIF with their website and name on it in the email. Almost impossible to NOT click on if you see it.

Here is an example of how it could look:

The GIF is also animated and looks lively. Now imagine combining this with memes in your sequences, the engagement rates will skyrocket compared to before.

My conclusion is that people nowadays, even decision makers in big corporations have such a blurry standard to what marketing they respond to. A super formal email that is super detailed is probably not going to get a reply, but an email with a funny image might make them chuckle and reply?

Definitely not complaining, all I'm saying is keep track of the trend changes in outbound marketing. It is changing faster than you think.