The 'personalised' cold email is dead — because it finally worked at scale. Personalised outreach worked because it was expensive. It proved a human spent twenty minutes on you — the effort was the signal.

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AI made those minutes free, and the signal died. Buyers now read a perfectly tailored opener as a template run through a model. What still signals: whatever can't be generated. A customer in common. An observation that required doing the work. Effort still matters. It just has to be provable again. What's the last cold message you actually replied to — and what made it credible? #AISales #Outbound #B2BSales