• by Ray Schultz , Columnist, Yesterday

By definition, all firms sending email have an email list. But many B2B brands especially, smaller ones, are unable to extract maximum value out of this asset.  

Enter Singulate, an agentic personalization platform used primarily by B2B enterprise marketing teams. It has launched a program to open up its service to small businesses, consultants and agencies. 

The new self-serve tool, Singulate Studio, writes and designs email newsletters and personalizes them for each reader, using the sender’s data and Singulate’s own enrichment capabilities. 

"Every relationship you have is different, but email platforms are built for blasts, so everyone gets the same thing," said Nicolas Klein, co-founder of Singulate.

In contrast, Singulate Studio “adapts the message to each person you know, and now anyone with a list can do that, for ultra-low cost and commitment,” Klein adds.

The firm presents data that it says supports its argument in favor of personalization. 

Of 1.4 million emails sent by Singulate clients since June 2024, personalized versions written for the recipients were clicked 74% more than for those who got the generic version. The two types of email had the same subject line. 

Quibble if you will, especially with the claim that everything happens in two minutes, but here’s how the new tool works, according to Singulate:

The sender chats with the agent and describes the purpose of the email. 

Singulate Studio researches, writes, designs and personalizes it. 

The marketing team approves the final product, and sends it from their own domain or via a tool they already use. 

"Nearly every small business has a list to email," said Klein. "Singulate Studio makes creating meaningful, relevant newsletters much easier and more autonomous. It's not limited to sophisticated marketing teams anymore, but for everyone."