Personalization in B2B Sales: "Any time you have a list of people, there's an opportunity to understand better what they need from you, and then create a personalized version of it to give to them." - Jason Donapel

We welcome Jason Donapel, the COO and cofounder of The Email Experience, for an energetic and in-depth conversation about all things email marketing, zero-party data, personalization, business growth, and the crucial (but often overlooked) power of retention marketing.

Jason’s winding journey from warehouse fulfillment to agency cofounder is both relatable and packed with hard-won insights for marketers, business owners, and anyone looking to take their email strategy to the next level. We get into tactical strategies, mindset shifts, and even a few cautionary tales from the email marketing trenches.

3 Key Takeaways:

1. Personalization Starts with Intentional Data Collection - Jason emphasizes collecting meaningful zero-party data (info your audience voluntarily provides). For content creators, design your sign-ups or opt-ins to ask one genuinely valuable question—then actually tailor your next piece of content or communication based on that answer.
2. Segmentation Isn’t Just for E-commerce - Whether you’re B2B, B2C, or building a personal brand, segment your audience and curate the experience. Customize welcome messages or newsletters based on even a single preference—this dramatically increases engagement and loyalty.
3. Track What Matters, Then Act - Don’t get lost in the analytics. Jason recommends narrowing focus to actionable metrics, like revenue per message or campaign engagement linked to personalization efforts. Experiment, measure, and use these insights to refine—not just repeat—your content strategy.

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