Good question. The best way to sound personal is to write like you are talking to just one person. Keep it simple. Keep it individual. Keep it interesting. Use terms like “we” and “I” in your communications. Always, always, always, reply to any emails you get. This makes you the “real person” at the other end of the email and immediately personalizes any auto email campaign missives.
You know the merge fields in your system? USE THEM. And, if you don’t want to use all of them, then at the very least, use the first name field. This small inclusion can make a mass email sound like a personal message. And another item that is very important to note is do NOT use a “no-reply” email address. Not only is it frustrating, it is the epitome of impersonal. People want to know they are talking to a real person – period.
Do not bury your database with emails. Experiment to see how many emails are opened when material is sent out. If the open ratio declines with an increase in emails, dial things down and communicate less. The old adage that less is more is applicable here, as your leads will put more stock in your communications if they feel you only reach out when you have relevant information.
Finally, make smart tweaks to a campaign once you have launched it. Don’t let it run without making any changes in response to the feedback you get from the system, unless it is such a stellar campaign that it requires no changes. Very few campaigns fall into that category.