We Put Three to the Test

We have all heard how AI may help us write higher, sooner, and with extra accuracy.

Whereas this sounds interesting, particularly for time-strapped salespeople, there’s a catch: not all AI instruments are created equal.

Right here, I put three AI instruments to the take a look at — ChatGPT, ChatSpot, and Copy.ai — to see which one writes the most effective chilly e mail.

Let’s dive in.

Free Report: The State of Artificial Intelligence in 2023

Cling on – does not ChatGPT, ChatSpot, and Copy.ai all use OpenAI?

Good catch – and sure, OpenAI powers all three instruments. Nevertheless, if I ask them the identical query (e.g., “What’s crucial smooth ability to have in gross sales?”), they arrive at totally different solutions. ChatGPT favors empathy, ChatSpot prefers efficient communication, and Copy.ai says rapport-building.

How do these instruments, all powered by the identical know-how, arrive at totally different solutions?

For one, OpenAI has launched a number of variations of its fashions, and totally different instruments might be utilizing totally different variations.

On prime of that, some platforms incorporate further logic after the mannequin generates a response, both to make sure high quality, take away undesired content material, or higher match the platform’s intent. This could result in variations within the last solutions.

There’s additionally the case of suggestions. Relying on the software, customers can upvote, downvote, or present suggestions on solutions. Over time, these suggestions loops information the software to favor sure sorts of responses over others.

Which AI Device is the Finest Gross sales Author?

I prompted every software to jot down a chilly e mail to a faux prospect named Katie. This is the immediate I used:

“Write a pleasant e mail to Katie Wu, Head of Operations at Acme Companies, introducing our new “SkyLite” App. The app is a listing administration app designed for companies which have a number of warehouses. Acme Companies simply opened its third warehouse this month, and “SkyLite” can combine with its present tech stack.”

Let’s examine which software delivered the most effective outcomes.

#1. ChatSpot

ChatSpot (3)

Coming in first place is ChatSpot – let’s focus on what this software did properly:


I used to be pleasantly stunned to see bullet factors on this e mail. That is an efficient solution to lay out info and provides the attention a break from longer paragraphs.

As for the substance of the e-mail, it does an excellent job explaining the product’s worth. It outlines the app’s options to offer the reader a transparent image of its capabilities. This can be a nice start line for salespeople to raise with precise stats, testimonials, or case research.


Whereas the e-mail does an excellent job of outlining the options, it might do a greater job of fixing for the precise buyer. For instance, it mentions that Acme Companies is going through some challenges as they broaden, however it does not say what these challenges are — or how the product solves them.

Whereas AI is nice at amassing details about a product, it isn’t so nice at “promoting” that info. In consequence, it typically generates obscure, generic statements.

So, whereas AI can present a strong basis for an e mail, you continue to have to personalize it. Name out related ache factors, and do not be afraid to ask questions. For instance, “In working with different operation managers, one of many key points I see is [X]. Does that sound much like previous challenges you’ve confronted? I’ve some concepts that may assist.”

#2. Copy.ai

Copy AI

Copy.ai lands in second place — this is why:


This e mail is brief, concise, and well-spaced, which makes it straightforward to learn and skim. That is important, particularly for busy professionals who obtain a number of messages a day.

The tone additionally hits the proper steadiness: pleasant, participating, and with a touch of urgency (“With the latest opening of your third warehouse, it’s now extra essential than ever to make sure your stock is optimally managed…”).

Moreover, it does an excellent job of giving a snapshot of the product with out going overboard. As a substitute of itemizing 5 – 6 options of the product, it solely focuses on three. Close to the top of the e-mail, it additionally recaps its fundamental worth proposition in a sentence (“In a nutshell….”).


Gross sales emails want to point out, not inform – which is the place this e mail falls brief.

This e mail makes a number of claims (i.e., “SkyLite is the final word stock answer that is certain to offer you extra visibility…”) with none proof to again them up. If I had been to make use of this e mail as my first draft, I’d add information, analysis, and testimonials to offer these claims extra credibility.

On prime of that, the preliminary greeting of “I hope this e mail finds you properly” is a tad generic. It might be improved with a extra customized opening, corresponding to, “Congratulations on opening your third warehouse! That is a formidable milestone and a testomony to your organization’s arduous work. Whilst you’re increasing, I believed this could be the proper time to introduce our new stock app…”

#3. ChatGPT (V3.5)

ChatGPT (2)

In final place is ChatGPT. Let’s check out its professionals and cons:


Like Copy.ai, this e mail does an excellent job of describing the product and its options. It additionally comprises a number of stand-out sentences — for instance, “SkyLite is particularly designed for companies like Acme Companies.” That is an intriguing line that salespeople can use earlier than detailing why the prospect is an efficient match.


This e mail was the longest of the three, most of which is devoted to the product options.

Whilst you wish to convey the worth of your product, you additionally have to deal with the precise wants and considerations of the recipient. A prospecting message ought to really feel customized and real, somewhat than only a generic gross sales pitch.

Moreover, the phrase “Thanks for contemplating SkyLite as a possible accomplice” would possibly come off as considerably passive. A stronger closing assertion ought to specific confidence within the worth SkyLite provides.

Finally, AI Should not Be a Copy-and-Paste Device

None of those emails had been unhealthy, however they weren’t distinctive, both. Whereas AI can expedite the writing course of, it is typically at the price of real human contact — a cornerstone in gross sales.

Reasonably than solely counting on AI, use it as a place to begin. Then, layer in your private experiences, tales, and tailor-made insights. This mixture of AI effectivity and human connection will tremendously improve your outreach.
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