Using AI to help write sales emails is one of the first use cases that surfaced when Chat-GPT became the topic of every corporate conversation. But part and parcel of those conversations are concerns about writing quality and customer experience.
Backing up the AI discourse seen in forums such as LinkedIn and Reddit, our recent survey showed sellers and customer success professionals are anxious about the impacts of AI on customer experience — particularly when it comes to email writing, a primary communication channel for most businesses.
If you share these concerns but want to take advantage of the sales AI technology, consider this your 101 guide to successful AI email writing for sales that doesn't derail quality and customer experience.
Why and when not to use AI-written emails
The case for AI-assisted emails:
Sellers tend to be better speakers than writers. After all, they spend more of their time doing the former. So writing emails from scratch can be a time-consuming and somewhat daunting task for many sales reps.
Using AI to generate a rough draft or as a brainstorming tool can help get sellers through that “stuck” feeling that stops writing in its tracks.
And if they’re using a proprietary tool (which is recommended), they can pull accurate product information in seconds without searching for it and have it generated in the form of an email.
There’s an added boon for marketers here, too. Once they’ve uploaded content and messaging to your proprietary system, such as a sales enablement platform with AI capabilities, sales can take it from there, freeing up marketing time for higher-level tasks than writing sales cadences.
The case against it:
AI should always be used thoughtfully and should be left out of certain tasks completely.
If you’re an account or customer success manager sending a quick message to check in on an important client or if you’re working to resolve a problem with them — maybe leave AI out of it. You’ll want to indicate to the client that they’re worth your personal time and effort.
See Pros and cons of using generative AI for sales for more examples.
If not used thoughtfully, there’s a risk of dehumanizing and therefore devaluing email as a channel for communicating and doing business, especially when it’s been regaining steam lately.
You also don’t want to increase the chances your message ends up in the spam folder, and there is not yet enough data to determine whether fully AI-generated emails will be tagged as spam (spammers and phishers will certainly take advantage of AI to scale their own efforts).
As one of our survey respondents said, “I'd be careful when using AI to generate emails because prospects can easily tell if it's generated with a simple browser plugin. If you do use email generators, be sure to personalize it.”
A note on “personal voice” — sounding like you vs sounding like a robot
“Personalize it” and “make it sound like you” are great in theory. But what do phrases like that really mean?
Think of it as the difference between C3PO and Han Solo writing to you. You’d be able to tell who sent it at a glance. The length of the message, the word choice, the formality or lack thereof, level of technicality, and tone would all come through immediately.
Or think of a time you heard someone deliver a speech or presentation that was being read word-for-word from a prewritten script versus a speech given by someone who clearly has expertise in the topic and can speak comfortably in their own words off the cuff.
There’s a noticeable difference.
Your typical sales rep may not be as vivid as a character from Science Fiction (Space Opera, technically), but each person has their own idiosyncrasies, habits, and way of communicating.
A 52-year old senior account executive from a Pennsylvania suburb who has two kids in college, loves to go fishing, and has been in the same field for 20+ years is not going to write emails the same way a 25-year old SDR living in NYC doing stand-up comedy on the side would.
Since email is a written form, you can also pull some tips from famous writers on “how to sound like you” or how to create and maintain a personal style. Just compare one paragraph of Ernest Hemingway’s work to Virginia Woolf’s to get a quick understanding of how present and identifying personal style is in writing.
While emails aren’t literary achievements per se, sellers should at the very least make sure to edit the robotic tone out of AI emails, which could mean:
- Varying sentence length.
- Not using “proper” grammar e.g. leaving out semicolons, using incomplete sentences, starting sentences with “Because,” and so on.
- Removing unnecessary technical jargon and subbing in plain terms.
- Removing trite, cliche, and eye-roll inducing corporate phrases like “I hope this email finds you well” (you’ll see a lot of that in the AI-generated examples below).
- Leaving off formal greetings and signatures if there’s a close or long-term relationship with the customer.
- De-templatizing the format. For example, most AI-generated content, including emails, looks pretty much the same right now: Introductory blurb, a few numbered paragraphs or bullet points, and a short conclusion (you’ll also see this below). This format is almost instantly recognizable as coming from an AI, so you should mix it up if you wish to conceal the text’s origin.
- Including personal details about the customer, such as asking how a recent vacation or project went or simply referencing a prior conversation.
- Using regional language.
- Adjust your tone and language so it’s appropriate for who you’re talking to at the time.
- Taking a tip from Google’s Search Quality Rater Guidelines by including E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness)
- Taking it back to math class and checking your work before sending, especially if you’re using any kind of automation tool. Don’t make the mistake of leaving in the [Prospect Name Here] placeholder in the subject line or the body of the email. That’s one way to get deleted in .001 seconds.
AI email writing and editing examples for sales teams
Take a look at these examples of common types of sales emails generated by AI and then edited by a human. Can you spot the difference?
Example 1: Introduction/cold outreach email
AI-generated email:
Subject: Introduction to Annandale's Revolutionary Medical Devices
Dear Dr. David Rosenberg,
I hope this email finds you in the best of health. As a sales development representative at Annandale, I would like to introduce you to Annandale's revolutionary medical device solutions. Our product lineup includes surgical and monitoring devices that cater to unique needs.
I wanted to highlight SurgiAssist, our robotic surgical assistant that offers support to surgeons during complex procedures. By leveraging cutting-edge technology, SurgiAssist adds precision and accuracy to surgery, leading to better patient outcomes.
Additionally, VitalCheck, our continuous patient monitoring system, enables healthcare professionals to track patient health in real-time. It offers continuous monitoring of vital signs such as heart rate, blood pressure, and oxygen saturation, leading to better patient care.
Lastly, InfuSmart, our smart infusion pump with advanced safety features and intelligent drug delivery management, minimizes medication errors and ensures improved patient care.
I would love to discuss more about our innovative medical devices with you and how they can help your practice and patients. Let's schedule a call soon to explore the possibilities.
Thank you for your time and consideration.
Best regards,
[Your Name]
After editing and personalization:
Subject: Introducing the cutting-edge surgical assistant (no pun intended) from Annandale
Good Morning Dr. Rosenberg,
I was recently on HealthGrades.com and wanted to congratulate you on your high rating! You’re clearly doing everything you can to care for your patients despite how busy your practice is.
In the interest of making things less stressful for your staff and patients while continuing to provide the highest standard of care, I wanted to introduce you to Annandale's revolutionary medical device solutions.
Our product lineup includes surgical and monitoring devices that cater to the unique needs of your patients.
Given your area of expertise, I specifically wanted to highlight SurgiAssist, our robotic surgical assistant that offers support to surgeons during complex procedures.
SurgiAssist’s cutting-edge technology adds precision and accuracy to surgery, leading to better patient outcomes.
Following surgery, you can easily monitor patient health more closely with VitalCheck, which lets you track patient health in real-time through continuous monitoring of vital signs such as heart rate, blood pressure, and oxygen saturation.
When you have a few minutes, I’d love to learn more about your practice and patients and discuss how our innovative medical devices can help improve outcomes.
Let's schedule a call soon to explore the possibilities.
Thanks for your time and stay well!
Faux Seller
Example 2: New product launch/portfolio upsell
AI-generated email:
Subject: Elevate Your Surgical Practice with Infusmart - Exclusive Offer Inside!
Dear [Customer's Name],
I hope this email finds you well and that SurgiAssist continues to meet and exceed your expectations in your daily surgical procedures. As your dedicated sales representative at Annandale, I have some exciting news that I believe will further enhance your practice and take patient care to the next level.
Introducing Infusmart, our latest breakthrough innovation in medical technology! Infusmart is a state-of-the-art infusion pump system designed to seamlessly integrate with SurgiAssist and optimize fluid management during surgeries. I'm reaching out to you today to present the incredible benefits of adding Infusmart to your surgical suite.
Here's how Infusmart can transform your surgical practice:
Simplified Workflow: Infusmart's seamless integration with SurgiAssist means that you can control both devices from a single interface. No more switching back and forth between devices, allowing you to focus on what truly matters – delivering exceptional patient care.
Precision and Safety: Infusmart's advanced technology ensures precise fluid delivery, minimizing the risk of complications and promoting better patient outcomes. The accuracy and consistency provided by Infusmart will give you and your patients greater peace of mind.
Time and Resource Savings: By automating fluid administration, Infusmart reduces the need for manual intervention, streamlining your workflow and freeing up your valuable time. You can allocate your attention where it's needed most, optimizing efficiency in the operating room.
Personalized Care: Infusmart empowers you to create and save customized fluid delivery profiles for individual patients. This level of personalization allows for tailored care during each procedure, catering to the unique needs of your patients.
Real-Time Monitoring: With Infusmart's intuitive display, you can monitor fluid levels, flow rates, and pressure in real-time. This invaluable feedback ensures you maintain full control over fluid administration, allowing you to respond promptly to any changes during surgery.
To express our gratitude for your continued loyalty as a valued Annandale customer, we're offering an exclusive discount on Infusmart, available only to customers like yourself who have already experienced the quality and reliability of SurgiAssist.
To take advantage of this limited-time offer and explore how Infusmart can be seamlessly integrated into your surgical suite, please don't hesitate to reach out to me directly at [Your Phone Number] or [Your Email]. I'll be more than happy to answer any questions, provide detailed pricing information, and guide you through the process.
Upgrade your surgical practice today with Infusmart, and together, let's elevate patient care to new heights. I look forward to assisting you on this journey.
Best regards,
[Your Name]
[Your Title/Position]
[Contact Information]
After editing and personalization:
Subject: Make surgery more seamless (pun intended) with new SurgiAssist companion tech
Hi Dr. Rosenberg,
I hope you’re staying well and appreciating all of these puns as much as I am.
When we last spoke, you mentioned that SurgiAssist has exceeded your expectations in speeding up procedures and improving outcomes.
Since you’ve had such success, I wanted to make sure you’re one of the first to hear about a new product that I believe will further enhance your surgical practice.
Infusmart is a state-of-the-art infusion pump system designed to seamlessly integrate with SurgiAssist and optimize fluid management during surgeries.
Adding Infusmart to your surgical suite helps:
- Simplify workflow by letting you control both devices from a single interface.
- Increase precision and safety by ensuring precise fluid delivery, minimizing the risk of complications.
- Reduce the need for manual intervention
- Provide personalized care by letting you easily create and save customized fluid delivery profiles for individual patients.
- Monitor fluid levels, flow rates, and pressure in real-time.
To express our gratitude for your continued loyalty as a valued Annandale customer, we're offering an exclusive discount on Infusmart, available only to customers like yourself who have already experienced the quality and reliability of SurgiAssist.
Please don't hesitate to reach out to me directly so I can answer any questions, provide detailed pricing information, and guide you through the process.
Best regards,
Faux seller
Example 3: Demo follow-up when being ghosted
AI-generated email:
Subject: Follow-Up: Enhance Your Surgical Procedures with SurgiAssist
Dear [Prospect's Name],
I hope this email finds you well. A few weeks ago, we had the pleasure of demonstrating our revolutionary SurgiAssist product to you. We were excited to showcase how SurgiAssist can significantly elevate the efficiency and precision of your surgical procedures.
As we understand that your schedule may be hectic, we wanted to reach out and inquire if you had any further questions or if there were any specific details you would like to discuss regarding SurgiAssist. We are confident that integrating SurgiAssist into your surgical suite will not only save valuable time but also enhance patient outcomes through its state-of-the-art features.
Here are some key benefits that SurgiAssist offers:
Seamless Integration: SurgiAssist seamlessly integrates into your existing surgical setup, ensuring a smooth transition and minimal disruption to your established workflow.
Precision and Consistency: Our advanced technology ensures precise and consistent fluid delivery, empowering you with greater control during surgeries and reducing the risk of complications.
Enhanced Efficiency: SurgiAssist automates fluid administration, freeing up your focus and allowing you to concentrate on the critical aspects of surgery.
Customized Profiles: Tailor fluid delivery profiles based on individual patient needs, ensuring personalized care during every procedure.
Real-Time Monitoring: SurgiAssist's intuitive interface provides real-time feedback on fluid levels, flow rates, and pressure, allowing you to make informed decisions and adjustments on the fly.
We understand that adopting new technology is a significant decision, and we are committed to providing dedicated support every step of the way. Our team of experts will ensure a seamless installation process, comprehensive training for you and your staff, and ongoing technical assistance to optimize your experience with SurgiAssist.
We believe SurgiAssist has the potential to make a transformative impact on your surgical practice, and we would be delighted to help you harness its benefits to achieve even greater success.
If you have any questions, need additional information, or would like to proceed with the acquisition of SurgiAssist, please don't hesitate to contact me at [Your Phone Number] or [Your Email]. I am here to address any concerns and tailor a solution that aligns perfectly with your specific requirements.
Thank you for considering Annandale as your partner in advancing surgical excellence. We look forward to the opportunity to work together and contribute to the success of your practice.
Best regards,
[Your Name]
[Your Title/Position]
[Company Name]
[Contact Information]
After editing and personalization:
Subject: Follow-Up: Still interested in enhancing your surgical procedures?
Good Afternoon Dr. Rosenberg,
A few weeks ago, we had the pleasure of showing you how SurgiAssist can make surgery faster, safer, and provide better outcomes for your patients.
Given your hectic schedule, I wanted to reach out and make sure we addressed all of your questions and concerns. We understand that adopting new technology is a significant decision, and we are committed to providing dedicated support every step of the way.
Our team of experts will ensure a seamless installation process, comprehensive training for you and your staff, and ongoing technical assistance to optimize your experience with SurgiAssist.
As a reminder, SurgiAssist offers the following benefits:
- Seamless integration into your existing surgical setup, ensuring a smooth transition and minimal disruption to your established workflow.
- Precise and consistent fluid delivery, empowering you with greater control during surgeries and reducing the risk of complications.
- Automated fluid administration, freeing up your focus and allowing you to concentrate on the critical aspects of surgery.
- Tailored fluid delivery profiles based on individual patient needs, ensuring personalized care during every procedure.
- Real-time feedback on fluid levels, flow rates, and pressure, allowing you to make informed decisions and adjustments on the fly.
If you have any questions, need additional information, or would like to learn next steps, please don't hesitate to contact me anytime.
Thank you for considering Annandale as your partner in advancing surgical excellence. We look forward to the opportunity to work together and contribute to the success of your practice.
Warm regards,
Faux Seller
Key takeaways for AI sales email writing
You'll notice the edited versions of the AI-generated emails:
- Sound more human and less robotic in general.
- Suit the needs of the audience — in this case, shorter and more to the point to respect the busy schedule of a healthcare professional.
- Cut down on jargon and cliches, and contain less “commercial” language.
- Are more informal in order to build the relationship.
- Have formatted the text for readability.
- Have more informal subject lines and use “sentence case” instead of “title case.”
- Add personal touches throughout, such as a sense of humor and attention to details regarding the customer’s business.
The rate at which new technology like AI is introduced to our workflows these days can be overwhelming, but adapting and improving is part of the buying experience of the future.
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