Personalising Cold Emails with HubSpot CRM Data

Because “Hi ” isn’t real personalisation anymore.

Most cold emails go straight to the archive—or worse, spam. Why? They sound like templates because they are. To stand out, you need contextual, relevant cold emails that feel like they were written for the recipient. The secret? Utilize the data already in your CRM to make every message feel more personal and human.

Here’s how we personalise cold outreach at scale using HubSpot CRM data—and how you can too.

Step 1: Capture the Right Data

You can’t personalise what you don’t track. In HubSpot, make sure you’re collecting:

• Company size
• Industry or vertical
• Job title
• Recent website activity
• Lifecycle stage
• Custom fields like “Pain Point” or “Product Interest”

These can be added manually, through forms, or via enrichment tools like Clearbit.

Step 2: Use Tokens to Personalise Like a Human

HubSpot allows personalisation tokens like:

• First name
• Company name
• Job title
• Recent activity
• Custom fields

But don’t just drop them into templates.  Use them to shape context. For example:

Saw that you’re heading growth at {Company} in the B2B SaaS space—curious how you’re handling lead qualification today?

That’s better than “Hi John, just checking in…”

Step 3: Segment by ICP or Use Case

Not every cold email should be the same.  Use HubSpot Lists to segment by:

• Industry (e.g., healthcare, finance)
• Funnel stage
• Role (founder vs. marketing head)
• Product interest

Then, create email variations that directly address the segment’s pain points.

Bonus: You can A/B test subject lines or intros per segment.

Step 4: Trigger Sequences Based on Behaviour

Don’t blast and pray. Use HubSpot Sequences to:

• Start outreach when someone visits your pricing page
• Nurture them after they download a lead magnet
• Follow up after an event/webinar registration

This adds timing and relevance to your personalisation.

Step 5: Track What’s Working

Use HubSpot reporting to measure:

• Open rates by industry/segment
• Reply rates by email variation
• Meetings booked from each sequence
• Drop-off points (e.g., no reply after email 2)

This allows you to iterate quickly and refine your messaging with real data.

Final Thought

Personalisation isn’t just about names—it’s about showing relevance. With the proper CRM setup, you can scale cold emails that feel warm. And HubSpot gives you the tools to do it, without spreadsheets or guesswork.