Essay
How Intercom Got Our First Customers
Intercom Blog Free Intermediate
Intercom's founders describe sending around a hundred highly personal emails a day in their earliest days, each one custom enough that almost nothing was reusable boilerplate. It's a candid look at how much manual, unscalable personalization went into outreach that people now remember as effortless.
- Real personalization at this stage means most of each email is genuinely unique
- Small, specific proof like a custom screenshot beats a generic feature list
- Early outreach volume is sustained by tight iteration, not a fixed template
