Personalization at Scale: Turning Triggers into Replies

Written By Luisa Calixto

One of the most exciting aspects of cold outreach is making each email feel personal, even when scaling campaigns. Here’s a collection of custom lines I’ve developed, designed to capture attention based on specific triggers, LinkedIn activity, and company insights.

These are categorized into:


1️⃣ Scalable lines - Suitable for anyone with a LinkedIn profile.
2️⃣ Trigger-specific lines - Require more nuanced data from tools like Clay.

Scalable Lines:

  • Company Mission Summary: "I saw how you help people {{mission}} and wanted to reach out."

  • Title + Time in Role: "Noticed you’ve been the {{title}} for about {{time}} years."

  • Recommendation Callout: "Saw the great feedback from {{recommender}} about your {{skill/impact}}."

  • LinkedIn Post Mention: "Loved your post about {{topic}}—it really resonated with me."

  • Company Analogy: "The same way you {{help}}, we {{solution}}."

Trigger-Specific Lines:

  • Open Job Role: "Noticed you’re hiring for a {{title}}—exciting growth ahead!"

  • Google Ads Activity: "I saw you’re bidding on {{keywords}}—smart strategy!"

  • Website Mentions: "I noticed you mention {{keyword}} on this page: {{link}}."

  • New Job Role: "Congrats on taking over as {{title}}!"

  • Tech Stack Callout: "I noticed {{tech}} on your site using BuiltWith."

  • Competitor Comparison: "Saw {{source}} mentions {{competitor}} as a frequent alternative—curious to learn more."

Tools That Make It Happen

Most of these insights are pulled using tools like Clay, combining AI, scraped data, and tailored creativity. They allow for dynamic personalization, like referencing specific reviews or dynamically generating images and memes.

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Luisa Calixto
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