What The Data REALLY Says

So that you wish to write higher gross sales emails?

Shut extra offers?

Develop your profession in gross sales (and high the leaderboard)?

If that doesn’t describe you, possibly you shouldn’t be in gross sales?

But when it sounds aligned together with your targets, hold studying.

Essentially the most profitable salespeople ship the most effective emails.

They know that e mail is just not lifeless. They perceive the facility of an attention-grabbing topic line, a suck-you-in opening sentence, an OMG-I-have-to-click CTA.

However how do you truly write that gross sales e mail that will get opened, learn, and clicked? How do you utilize e mail to not solely open the dialog however hold it shifting via the gross sales funnel to closed/received?

The reply, as you could have suspected, will probably be detailed under.

However earlier than we share the how, let’s evaluation the why.

Why writing GREAT gross sales emails is tremendous essential.

First, each type of communication and each kind of interplay — textual content, e mail, in-person, cellphone, video name, and so forth — is a mirrored image of who you’re as an organization.

Whether or not consciously or not, your clients and prospects are consistently asking themselves, “Is that this an organization I’d wish to do enterprise with? Is that this a corporation I’d be proud to be related to?

The way you talk issues.

E mail isn’t any exception. You would argue e mail is among the most important types of communication due to (a) how straightforward it’s to fireplace off 1 (or a million) emails and (b) how usually salespeople use e mail to work together with clients and prospects.

Second, gross sales emails are obligatory and very important for each stage of the gross sales cycle: prospecting, follow-ups, multi-threading, negotiating, closing … all of it!

And third, of all of the channels talked about above, e mail is the one which builds momentum in your offers, particularly e mail velocity … the variety of emails exchanged between patrons and sellers.

Extra emails = extra offers.

And let’s be clear about e mail velocity. It’s not the variety of emails YOU ship, however the variety of emails exchanged between YOU and the BUYER.

Notice: Remember that as you go additional into the gross sales cycle, the variety of weekly gross sales emails exchanged will bump from ~8 emails to ~11.5.

We’d love so that you can hold studying, however if you are right here, take a look at our 11 highly-persuasive gross sales e mail templates.

11 template emails for sales

A bit extra about this Gong information 

See that “Extra E mail = Extra Offers” chart above? Properly, that’s not only a fancy, made-up Gong-ified picture. Nope. It’s based mostly on information.

Right here’s a fast clarification of how we get our information. 

The Gong gross sales engagement platform takes in a whole lot 1000’s thousands and thousands of anonymized buyer information factors — from internet convention conferences, cellphone calls, and emails – and makes use of our AI software to investigate how vendor and purchaser actions and habits impacts success* charges. 

*Success = shifting a deal from chilly name to booked assembly, from assembly to negotiation, from proposal & pricing dialog to closed/received … and all the pieces in between.

Right here’s what it seems to be like:

Every information level tells a narrative.

For this explicit article, we checked out all the information associated to easy methods to write a gross sales e mail.

Here’s what the information instructed us.

Need extra gross sales e mail statistics? Right here ya go.

Keep away from ROI language in chilly emails.

ROI. Return on Funding. Making certain the worth of the services or products you acquire is the same as (or ideally, extra) than what you paid for it.

ROI is a kind of “bragging” stats. “Look how we helped Firm ABC. We did it for them … and we are able to do it for YOU too!” 

ROI is 100% one thing it is best to point out throughout a part of the gross sales course of … simply not in the course of the chilly name stage. 

And that’s not simply me telling you what I feel works (or doesn’t work). It’s based mostly on information, after all. The truth is, to give you this conclusion, we reviewed over 132,000 emails to grasp how “ROI language” impacted chilly e mail success charges.

ROI language included phrases or phrases within the salesperson’s e mail — actually “ROI” or any stats which can be tied to ROI like multipliers (2x, 10x, and so forth.) and percentages (7%, 42%, and many others.) 

And the information say … utilizing ROI language in chilly emails decreases success charges by 15%.

ROI impact on success

15% isn’t any joke. That share can simply make or break your capability to succeed in your gross sales targets.

ROI doesn’t play within the first gross sales e mail as a result of it’s only a quantity — a quantity missing context, not related to the prospect’s ache, to their actuality. 

The very last thing you need your purchaser to assume when studying your e mail is, “So what? Who cares? How does this influence me or my job?”

Lastly, bear in mind: Consumers make choices based mostly on feelings, then justify their choice with logic (ROI is logic).

Write longer chilly emails.

What if I instructed you longer chilly emails may lead to a 15x enhance in your odds to e-book a gathering?

No brainer, proper?

email length stats

Longer emails are considerably (15x) simpler in reserving a gathering throughout chilly name outreach.

Keep in mind: quick and concise will not be essentially the identical.

Brief is mostly 30 phrases or much less. Concise normally means quick, nevertheless it additionally implies which means and context. Longer gross sales emails (4+ sentences) are efficient if concise and supply worth to the recipient.

Be certain your (longer) emails — each single world — are intentional and have particular info that connects your reader to your organization or service.

And THAT is easy methods to write a gross sales e mail.

Ask for curiosity (not time)

It took us 304,174 emails to study this one: 

You might be 2x+ extra more likely to e-book a gathering throughout a chilly e mail when asking your prospect for his or her curiosity versus asking for time (a particular or open-ended CTA).

To drag this quantity, we seemed on the CTA language in these 300k+ emails. “Success” meant a gathering booked inside 10 days. Some model of “Please take away me out of your e mail listing” didn’t depend.

Earlier than we discuss extra in regards to the curiosity CTA, let’s evaluation the opposite two CTAs: 

  1. A particular CTA is, “Are you able to meet tomorrow at 3 PM PT?”
  2. An open-ended CTA is, “Are you accessible to satisfy someday later this week?”

An curiosity CTA is, “Are you interested by studying extra about X?”

You aren’t asking for the customer’s time, simply their curiosity. An curiosity CTA sells the dialog, not the assembly.

And that issues as a result of time is finite — 24/7/365, . So why would a purchaser give YOU, a vendor who they know little about, a few of that super-valuable time?

Distinction that with curiosity — a “non-finite useful resource,” and also you usually tend to transfer your deal ahead.

For deal emails, use particular CTAs.

Nevertheless, an curiosity e mail is just not the end-all-be-all resolution at each stage of the gross sales cycle. 

As you progress a purchaser down the funnel — in direction of a deal — it’s time to leverage the particular CTA. 

Why? Properly, asking for a particular day and time throughout a deal e mail greater than doubles conferences booked, from 15% within the chilly e mail stage to 37% within the deal stage.


At this level, you have already got your purchaser’s curiosity. Finished. They took that first assembly, shifting previous the chilly outreach. Now get proper to it. Be direct. Take away friction. Assist your purchaser via the journey!

Share value by e mail

Share value over e mail? Wait. Is {that a} typo? You meant, DO NOT share value over e mail.

Improper. No typo. We meant what we wrote!

You will have assumed sharing value by e mail is the flawed strategy, however you’d be assuming incorrectly.

And you know the way we really feel about assumptions right here at Gong (we err on the facet of actuality).

Discussing value over e mail has a big POSITIVE influence on win charges:


Additionally, sharing pricing early within the gross sales cycle is greatest. If pricing is method off, it may be a colossal waste of time for each the customer and YOU, the vendor.

In gross sales (and life), time = cash.

Do NOT negotiate value through e mail.

Ahhh … negotiation. 

“The key to gaining the higher hand in a negotiation is to present the opposite facet the phantasm of management. Don’t attempt to pressure your opponent to confess that you’re proper. As an alternative, ask questions that start with ‘How?’ or ‘What?’ so your opponent makes use of psychological vitality to determine the reply.”

Sound recommendation from grasp negotiator Chris Voss. Nevertheless, we should always add yet one more factor to the “ask questions” half. “Ask questions that being with ‘How?’ or ‘What?’ However do NOT ask these questions in an e mail!” 

As soon as you start to barter value over e mail, your win charges begin to drop.

The issue is that e mail is actually a one-way dialog. You e mail one thing, your purchaser emails again. E mail … pause … e mail. And so forth. 

Gross sales emails, like different types of one-way communication, usually endure from assumptions and misinterpretations. On high of that, e mail gives your purchaser an higher hand: TIME.

Right here’s what we (and the information) recommend as a substitute: When negotiating value, trip between two channels ​​— e mail and cellphone. For instance: 

  • E mail value; negotiate by cellphone
  • Negotiate by cellphone; verify value through e mail

The information: 

The information tells the story once more.

BONUS: Extra gross sales expertise right here.

Now …

… what Gong is aware of — based mostly on information — about easy methods to write a gross sales e mail.

To recap: 

  1. Keep away from ROI-language in chilly emails
  2. Write longer chilly emails
  3. Ask for curiosity (not for time)
  4. For deal emails, use particular CTAs as a substitute
  5. Share value by e mail…
  6. … however don’t negotiate

And we’ve made it veeerrrrry straightforward so that you can benefit from these data-driven options in the present day. Obtain our 11 fill-in-the-blanks, highly-persuasive gross sales e mail templates and begin closing extra offers instantly.

Now go promote!

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