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Keys to Effective Sales Emails

I love data and analysis that drives results. Therefore, I am attaching one of the better analysis and research reports on what actions should be within your sales (prospecting) email communication. Gong analyzed over 300,000 sales emails to uncover the hidden laws behind irresistible sales emails. They’re all here (below). All 7 of them. Now you can start writing awesome emails and book more meetings (and close more revenue).

Key #1: DON’T use ROI in cold emails

ROI claims and cold outreach don’t mix. That’s because buyers need to understand the why behind your ROI claims before they believe them.

Stat: Using ROI language in cold emails decreases success rates by 15%.

Here's what to do instead:

  1. Would achieving [OUTCOME] help your team deliver on its [INITIATIVE]?

  2. Would you say this aligns with your top 2021 initiatives?

  3. Are you interested in learning how [COMPETITOR 1] and [COMPETITOR 2] are achieving [OUTCOME]?

Key #2: DON’T ask for time in cold outreach

The “Interest CTA” (asking for interest) is the highest performing call to action for cold emails. Instead of selling the meeting, sell the conversation.

Stat: Confirming your prospect is interested before asking to set a meeting is 2x more effective than regular outreach.

Here's what to do instead:

  1. Interested in unpacking how we can help with [PAIN]?

  2. How is [PAIN] preventing you from [BUSINESS OBJECTIVE] today?

  3. Does it make sense to explore how we can achieve [POSITIVE OUTCOME]?

Key #3: DO ask for time for in-pipeline opportunities

Once buyers enter your sales cycle, use the “Specific CTA” (asking for time) to remove friction and book a meeting. Your buyer will respond either: 1) Yes, that time works or 2) No, but this other time does.

Stat: Suggesting a specific date and time delivers 37% success rate for in-pipeline emails (versus 28% for other CTAs).

Do this instead:

Are you available to discuss on [DAY/TIME]?

Let’s cover everything you want to know about [X] on [DAY/TIME].

Does that work on your end?

How’s your calendar look on [DAY/TIME] to meet?

Key #4: Do single thread email follow-ups after group calls

It takes longer to get an answer when you ask a group. That’s because they’ll assume someone else is handling it. Same for email. Follow up individually with each meeting participant and highlight topics and next steps that are relevant to them.

Stat: Email response rates are highest at 2 recipients, then decline. Once the group is 3 participants or more, move to single-threaded emails for follow-up.

Do the following:

  1. 1 new thread per participant

  2. Subject line: include their name

  3. Body: copy paste the body of the email and highlight parts that pertain specifically to them

Key #5: DO use email engagement to forecast your deals

The best indicator of whether your deal will close is email engagement. That’s the number of emails exchanged between a sales rep and prospect over a given period of time. (TRUE TRUE TRUE...STESS THIS)

Stat: Healthy deals see a 753% increase in email exchanges as they zero in on a signature versus closed-lost deals.

Key #6: DO make it about them

Pronoun-heavy emails – think you, your, and your team – read as more personal. Even when they’re automated.

Stat: Top reps use you, your, and your team 29% more often than their average and underperforming peers.


  1. Users maximize their time You’ll be more efficient with this workflow.

  2. Our clients You’ll improve competitive win rates with these insights.

  3. Does this sound like a solution that could help [COMPANYNAME] your team right now?

Key #7: DO use these words that sell

These 5 words are part of your everyday vocabulary. But top performers say them way more often. Use them in calls, decks, and emails to prime prospects to buy from you.

Stat: Gong analyzed over 500,000 sales calls and uncovered which words and phrases top producers use to get ahead.

Gong's list of key words here:

Hopefully you found this insight beneficial and feel free to give me your thoughts or feedback via

In closing, I'm attaching a one minute video below that describes how we are helping companies with their growth. Enjoy and happy selling! (our website and blog)

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