Personalize Email

---
name: personalize-email
description: Generate 1-3 personalized email variants for a single prospect. The composition bar adapts to the use case — cold_outbound demands a signal → pain → positioning chain; follow-ups / recaps / renewals lean on prior context and next-step framing. Supports cold_outbound, discovery_follow_up, demo_recap, re_engagement, renewal, expansion, objection_handling. Returns subject lines and mobile-readable bodies with a rationale chain. Use for sales prospecting, lead generation, account-based selling, buyer-intent-driven outreach, B2B prospecting. Triggers on phrases like "write a cold email", "personalize an email", "draft outreach", "follow up on this prospect", "email this prospect", "outbound to X", "send a chaser".
---

# Personalize Email

Generate personalized email variants. Calls `get_gtm_context(detailed: true)` unconditionally, resolves the prospect, runs a relationship-context pre-flight, pulls signals + CRM context, and composes 1-3 variants tuned to the chosen use case. Iteratively refinable.

## The bar — adapts by use case

The composition bar depends on what the email is trying to do. Don't force a cold-outbound frame onto a follow-up.

| Use case | Anchor for the variant | Pain-bridge required? |
|---|---|---|
| `cold_outbound` | **Signal → pain → positioning chain** (specific, recent, verifiable signal; concrete inferred pain; GTM-context value prop) | **Yes — mandatory** |
| `re_engagement` | Fresh new signal since the last contact → reconnection frame | Yes (lightweight — the signal IS the reason to reach back) |
| `discovery_follow_up` | Prior conversation reference → next-step framing | No (the prior touchpoint replaces the pain bridge) |
| `demo_recap` | Recap of what was shown / heard → concrete next step | No |
| `renewal` | Outcome recap → renewal moment + stakeholder ask | No (anchor is the contract, not a pain) |
| `expansion` | Existing outcome → adjacent need / persona | Pain-bridge ON the adjacent need, not the existing relationship |
| `objection_handling` | Acknowledge stated objection → reframe | No (the objection IS the anchor) |
| `chaser` (treat as a `re_engagement` variant) | One new fact or framing since the last send → "still relevant?" | No |

Universal — every variant: specific to *this* prospect (no template feel); concrete next action; honest about state; ≤ use-case length cap.

The rule in one line: **never default to "let me find a pain" when the use case calls for "what happens next."**

## Always-on context: `get_gtm_context`

Call `get_gtm_context(detailed: true)` first. Parse offerings into:

```
offering_profile = { offering, pain_points[], value_props[], proof_bank[], cta_ladder[] }
```

Anchor on **one** `offering_profile`. Pick **one** `value_prop`. Never invent stats or customer names — only what GTM context / proof_bank provides.

## Input

- **Prospect identifier (required)** — ZI person ID / email / name+company / name+domain.
- **Use case (default `cold_outbound`)** — drives length, framework, CTA, and bar (see above).
- **Outreach context (recommended)** — natural-language goal ("competitive displacement against [vendor]", "follow up on last week's pricing conversation").
- **Prior touchpoint summary (recommended for follow-ups / recaps / chasers)** — what happened last + named participants + open thread. Without it, the skill falls back to `account_research` + `contact_research` to reconstruct.
- **Sender info (optional)** — name, title, email, phone, signoff. Otherwise omit signature.
- **User-supplied template/content (optional)** — wins over everything below. Use as skeleton; fill placeholders only.
- **Variant count (optional)** — 1 / 2 / 3. Default: governed by persona-fit discipline.
- **Preferred angle (optional)** — `curiosity` / `value-frame` / `urgency`.
- **Recipient email** — required for sending. Refuse if unresolvable.

## Use-case routing

| Use case | Length | Framework | CTA style |
|---|---|---|---|
| `cold_outbound` | 50–80 | AIDA or Becc Holland 4-line | Lowest-friction tease |
| `discovery_follow_up` | up to 120 | PAS (pain known) | 15–20 min fit check |
| `demo_recap` | 80–120 | Recap → next-step | Concrete next-step proposal |
| `re_engagement` / `chaser` | 50–80 | Curiosity / new-signal hook | One-line ask |
| `renewal` | 80–120 | Outcome-recap → renewal step | Tied to contract step |
| `expansion` | 80–120 | Outcome-recap → adjacent need | Fit check on adjacency |
| `objection_handling` | up to 120 | Acknowledge → reframe | Direct one-question response |

Frameworks: **AIDA** (cold) · **PAS** (pain known) · **Challenger** (provocative insight) · **Becc Holland 4-line** (Premise / Hook / CTA / Push-Pull — cold + re-engagement).

## Signal → pain mapping (cold-outbound + re-engagement)

Used when the use case requires a signal → pain bridge. For follow-ups / recaps / renewals, the bridge is the prior touchpoint or contract moment, not a new pain.

| Signal | Recency | Implied pains | Buying window |
|---|---|---|---|
| **M&A — acquirer** | 90d | Integration complexity, redundant tooling, vendor consolidation, IT security review | 3–9mo post-close |
| **M&A — acquiree** | 90d | Loss of autonomy, vendor contract review, rip-and-replace risk | 0–6mo post-close |
| **New CEO / C-suite hire** | 30d | Strategy reset, 100-day plan, vendor relationship reset, budget reallocation | 60–180d |
| **Funding round** | 90d | Enterprise-grade tool need, hiring acceleration, scaling pains. A: replace founder tools · B: process formalization · C+: enterprise readiness | 3–6mo |
| **Hiring plans / surge** | 30d | Onboarding load, tooling gaps revealed by scale | 0–6mo |
| **Layoffs / restructuring** | 60d | Cost pressure, consolidation, automation appeal. Sensitivity > urgency | 6–12mo |
| **Product launch** | 90d | GTM readiness, sales/marketing alignment, enablement gaps | 0–6mo |
| **Earnings / financial results** | 30d | Public commitments → execution pressure | 30–90d |
| **Intent topic spike** | 14d | Active research; score 80+ + audience A/B = warm | 0–60d |
| **Partnership announcement** | 60d | Co-sell pressure, competitive disruption to incumbent vendors | 3–6mo |
| **Pain Point scoop** | 90d | ZI-curated pain — already the bridge | 0–90d |

When multiple signals exist, choose by **(recency × buyer-relevance × stage-alignment)**. Recency weighted heavily — a 14-day signal beats a 60-day one.

## Personalization ladder — use **exactly one**, never stack

| Tier | What | When |
|---|---|---|
| **P0** | Neutral trigger (role + market trend) | Last-resort fallback |
| **P1** | Role/segment insight (ICP-level) | When company-specific signal is thin |
| **P2** | Company-specific event (news / product / metric) | Default for cold_outbound |
| **P3** | Individual-specific (quote, prior interaction, CRM note) | Strongest; re_engagement / discovery_follow_up |
| **Tier 0 override** | User-supplied template content | Always wins; fill placeholders only |

## Proof-source hierarchy — use **exactly one**, in order

1. Direct prior result with this account/contact (from `contact_research` / CRM).
2. Peer / segment outcome (from `proof_bank`).
3. Product evidence without metrics (capability → expected outcome).
4. Fallback: generic capability statement.

**Never invent stats or customer names.** If proof_bank is empty, drop to tier 3 or 4 — never fabricate.

## Tone calibration

When tone isn't supplied, infer by seat:
- **Executives** (C/EVP/SVP) — outcome-first, concise, numeric proof, direct CTA.
- **Directors / Managers** — problem → approach → outcome → CTA.
- **Practitioners / ICs** — workflow friction → concrete benefit → quick next step.

Universal: ~Grade 8 reading level. Slightly casual; slightly unsure phrasing ("might be off-base, but…").

## Anti-patterns — fail-fast checklist

If any fires, regenerate.

1. **Generic congratulations.** Banned openers: "Congrats on", "Saw the news about your", "Hope this finds you well", "Loved your recent post about" (without naming + thesis).
2. **"Just checking in" / "circling back".** Dead. Use a signal or don't follow up.
3. **Self-introduction-first.** "We're a leading provider of…" / "Hi, I'm…" / "We help [persona]…" — lead with the prospect.
4. **"I noticed..." crutch.** Stating a public fact without doing something with it.
5. **Signal without payoff.** Naming a signal then jumping to product pitch — skips the bridge.
6. **Forcing a pain bridge on a non-cold use case.** Follow-ups, recaps, renewals don't need a freshly invented pain. The anchor is the prior touchpoint or contract moment.
7. **Generic praise.** "Love what you're building" / "Big fan." Must tie to a specific achievement.
8. **Meeting ask as primary CTA on cold.** Tanks reply rate. Use a tease.
9. **Length > use-case cap.** Emails over 150 words are 42% less likely to get a reply.
10. **AI-generated feel.** Hedging, em-dashes everywhere, abstract claims with no verifiable detail.
11. **Padded subject lines.** Long, punctuation, numbers, first-names, brackets. Keep to 2–6 lowercase words.
12. **Stale signals.** 90d most categories / 30d hires-exec moves / 14d intent.
13. **Multiple CTAs.** Exactly one per email.
14. **Bullets in emails <100 words.** Fragments the mobile read.
15. **Invented stats / customer names.** Hard rule.
16. **Personalization stacking.** One ladder tier only.

## Workflow

### 1. Pull GTM context (always)
`get_gtm_context(detailed: true)` → `offering_profile`. If empty, flag.

### 2. Honor input data first
**INPUT DATA FIRST, TOOLS LAST.** If user supplied template / sender info / recipient email / prior touchpoint summary / outreach context, use directly. Only call tools for missing data.

### 3. Resolve the prospect
- ZI person ID → use directly.
- Email → `enrich_contacts(email)`.
- Name + company → `enrich_contacts(firstName/lastName/companyName)`; fall back to `search_contacts`.
- Resolve the prospect's company ID.
- **Recipient email required** — refuse if unresolvable.
- **Multi-recipient rule** — use only the first; never reference others.

**Stale-record handling.** If `lastUpdatedDate` >12mo OR current `companyName` doesn't match user-named company: use company-level signals only, skip `contact_research`, surface caveat, suggest verifying role.

### 3.5. Relationship-context pre-flight (mandatory)

Tag the resolved company. **Wait for user confirmation when the label is anything other than `prospect`.**

- **`competitor`** — matches `get_gtm_context.competitors`. **Hard-warn.** Surface and ask: reroute to partnership/displacement-defense, acknowledge intentional targeting, or refuse.
- **`customer`** — in `get_gtm_context.customers` / `proof_bank`. Suggest switching use_case to `expansion` or `renewal`.
- **`partner`** — in `get_gtm_context.partners` / `integration_partners`. Surface co-sell / integration angle.
- **`prospect`** — default; proceed.

**Pipeline-account check (specialization).** Run `account_research(zoominfoCompanyId, query="Open opportunities, active deal stages, named champions, last activity date")`. Open opp → `pipeline_account` → suggest `discovery_follow_up` / `expansion`. Renewal date within 90d → suggest `renewal`. Active engagement → suggest `discovery_follow_up`.

### 4. Pull signals in parallel

Pull only what the use case needs:

- **Always:** `enrich_companies` (companyId, fields: description, industries, employeeCount, revenue, ...).
- **Cold / re-engagement / chaser:** `enrich_news` (90d, categories: PERSON, MERGER_OR_ACQUISITION, FUNDING, PRODUCT, FINANCIAL_RESULTS, pageSize 20) + `enrich_scoops` (90d, pageSize 15) + curated `enrich_intent` (skip if no topics resolve).
- **Discovery follow-up / demo recap / renewal / expansion / objection_handling:** primarily `contact_research` + `account_research` for prior-touchpoint reconstruction; news/scoops only as supporting context.

Always run `contact_research` for the prospect (unless record is stale), with a query tuned to the use case.

`enrich_intent` — only after `lookup` resolves intent topics for GTM themes. Never call with empty topics (returns alphabetically-first 50 = noise).

### 5. Pick the anchor

- **Cold / re-engagement:** rank signals by `(recency × buyer-relevance × stage-alignment)`. Recency: 0-14d = 1.0 · 14-30d = 0.7 · 30-60d = 0.4 · 60-90d = 0.2 · >90d = drop. 80-90d signals carry an "on the cusp" caveat. Buyer-relevance: CFO ↔ funding/earnings/M&A · CRO ↔ hiring/product launch · CTO ↔ tech-stack/product · CEO ↔ all. Pick top + record runner-up.
- **Follow-up / recap / renewal / expansion / objection:** the anchor is the prior touchpoint (or contract moment, or named objection). Pull it from prior-touchpoint summary first, then `contact_research` / `account_research`. If both are silent and no touchpoint can be reconstructed → refuse and surface the gap.

**Refuse-to-produce gate (cold / re-engagement only).** Refuse when **two or more** hold:
1. **Signal layer thin** — no company-level signal ≤60d.
2. **`contact_research` GTM-irrelevant** — nothing returned, OR what was returned maps to no value prop.
3. **Positioning anchor weak** — no clean value prop in GTM context maps to the inferred pain.

All three → refuse outright. One → proceed but flag. Route refusals to warming channels or a different prospect.

### 6. Bridge to the anchor (use-case-conditional)

- **Cold / re-engagement:** use the signal → pain mapping to infer the pain: *"For [persona] at a company that just [signal], the dominant unsolved problem in the next 90 days is likely [specific pain] because [reason]."* Iterate if generic.
- **Other use cases:** the anchor is the prior touchpoint / contract / objection. The body's job is to acknowledge, surface the next step, and remove friction — not to introduce a freshly imagined pain.

### 7. Anchor positioning in GTM context
Map the inferred pain (cold/re-engagement) OR the prior touchpoint (other use cases) to one concrete claim from `offering_profile.value_props` — never the elevator pitch. Pick one proof source per the hierarchy. If no value prop maps, flag and offer to reroute.

### 8. Compose variants

**Persona-fit discipline:**
- **Strong fit** → 3 variants.
- **Moderate fit** → 2 variants.
- **Stretch fit** → 1 variant with strong opt-out CTA. Don't force volume.

**Variant angles:**
- **A — Curiosity.** Lead with observation / question; tease.
- **B — Value-frame.** Concrete claim or stat tied to the anchor (pain for cold; outcome for follow-up; objection-reframe for objection).
- **C — Urgency / window.** Timing implication. Cold: only when signal ≤30d and buying window tight. Renewal/expansion: tied to contract date.

Length per use case. Apply chosen framework. Tone: slightly casual, slightly unsure.

**Exactly one** each: personalization tier · anchor · value prop · proof source · CTA.

### 9. Subject lines

2–6 lowercase words. No punctuation / numbers / first-names / brackets. Three patterns — generate then pick strongest:
1. **Pain → Outcome** (cold). "pipeline gaps shorten replies"
2. **Trigger → Value** (cold / re-engagement). "post-close stacks"
3. **Recap → Next step** (follow-up / recap / renewal). "monday's pricing thread"
4. **Peer / Proof cue** (any). "how X improved reply rates"

### 10. Signature

If `sender_info` available, emit with **two trailing spaces per line** for Markdown line breaks:

```
Best,␠␠
Jordan Smith␠␠
Senior Account Executive␠␠
jordan.smith@example.com
```

If no sender info → omit signature. Don't invent.

### 11. Self-check before output

- ☑ Word count within use-case cap.
- ☑ Subject 2–6 lowercase words.
- ☑ Opens with personalized hook (no generic greeting).
- ☑ Cold / re-engagement: signal → pain → positioning chain present and specific. Other use cases: prior-touchpoint anchor present.
- ☑ Exactly one each: ladder tier · anchor · value prop · proof source · CTA.
- ☑ ~Grade 8; mobile-readable.
- ☑ No clichés, jargon, filler, invented stats.
- ☑ Recipient email present.
- ☑ Signature: two trailing spaces per line OR omitted entirely.
- ☑ All 16 anti-patterns cleared (including #6 — pain not forced on non-cold use cases).

### 12. Rubric (final scoring)

Score 0–2 per dimension. Bar: ≥8/10. Drop or regenerate failures.

1. **Specificity** — verifiable fact about *this* prospect.
2. **Anchor strength** — for cold: pain bridge; for follow-up: prior-touchpoint reference; for renewal: contract moment.
3. **Positioning** — specific GTM-context claim.
4. **Reciprocity** — gives insight / framing / opt-out before asking.
5. **Send-worthiness** — would a senior seller press send?

### 13. Present + offer iteration

1. Accept variant.
2. Different signal (runner-up) — cold / re-engagement.
3. Different persona at same company.
4. Tighter anchor.
5. Switch angle.
6. Adjust tone (casual / formal / direct).
7. Switch use case.

Iterate from step 6. Track variant evolution. Terminate on accept or pivot.

## Fallback rules

- **Contact lookup fails** → `Hi [First Name]` greeting; continue.
- **No public/CRM history** → skip `contact_research`; company signals only.
- **Company sparse** → role-based personalization (drop to P1).
- **Sender info missing** → omit signature.
- **GTM context fails** → generic capability statement (proof tier 4); surface gap.
- **No signal passes recency floor (cold)** → refuse; route to warming.
- **No prior touchpoint reconstructable (follow-up)** → refuse; ask the user for a summary.

Never block on a single missing tool (recipient email is the hard gate). Never invent data.

## Output Format

### TL;DR — Email for [Prospect Name], [Title] at [Company] · Pass [N]

*Use case: [restate]. Framework: [AIDA / PAS / Challenger / Becc Holland].*

**Anchor.** [For cold: signal + age + one-liner. For follow-up: prior touchpoint summary. For renewal: contract moment. For objection: stated objection.]
**Bridge.** [For cold: inferred pain in one sentence. For others: omit OR brief next-step framing.]
**Positioning.** [Specific GTM-context value prop.] *Proof source:* [tier 1/2/3/4].

---

### Variant A — [angle]
**Subject:** [2–6 lowercase words]
[Body within use-case cap.]

### Variant B — [angle] *(if persona fit ≥ moderate)*
**Subject:** [2–6 lowercase words]
[Body.]

### Variant C — [angle] *(if persona fit strong)*
**Subject:** [2–6 lowercase words]
[Body.]

---

### Rationale

| | |
|---|---|
| Use case | [label] |
| Anchor | [signal+age / touchpoint / contract / objection] |
| Personalization tier | [P0–P3] |
| Pain (cold/re-engagement only) | [pain] |
| Value prop | [claim] |
| Proof source | [tier 1–4] |
| Framework | [AIDA / PAS / Challenger / Becc Holland] |
| Rubric | A: [X/10] · B: [X/10] · C: [X/10] |

### Iteration options

1. Accept [variant] → hand off to sequencer.
2. Different signal — anchor on [runner-up].
3. Different persona at the same company.
4. Tighter anchor.
5. Switch angle.
6. Casual / formal / direct.
7. Switch use case.

### Caveats (when relevant)

- **Relationship flag** — if `competitor` / `customer` / `partner` / `pipeline_account`, variants assume user confirmed override.
- **Thin signal** — variants on weak base; warm on another channel first.
- **Empty signal (cold)** — 0 variants; route to warming.
- **Stretch fit** — 1 variant only.
- **Stale-signal cliff** (60–90d) — urgency angle unavailable.
- **Edge-of-recency** (80–90d) — on the cusp.
- **Stale prospect record** — verify role before sending.
- **No prior touchpoint** (follow-up) — refused; ask for a summary.
- **GTM-context gap** — positioning generic; update GTM context.
- **Sender info missing** — signature omitted.

### Chain Targets

- Hand to a sequencer (e.g., Outreach, Salesloft).
- Multi-step sequence → run once per step with different signals + use cases.
- Batch personalization → `personalize-at-scale` (future scope).
- Different prospect at same company → re-run with new identifier.