Client told me my emails sounded like a robot - switched to plain text and reply rates went up

Three months ago a guy I'd been pitching for 6 weeks finally called me back. First thing he said was 'your emails read like you copied them off LinkedIn'. Burned a little but he wasn't wrong. I was using all these fancy templates with bold headers and bullet points and some link to book a call. Switched to plain text with short sentences and no formatting at all. Now I start every email with something specific about their building like 'saw your main line's got cast iron from the 70s'. Reply rate went from maybe 1 in 20 to about 1 in 8. Anyone else ditch the templates for just writing like a normal person?

3 comments

3 Comments

shane_morgan10d ago

Ain't that how every good thing gets ruined... people overthink it till it sounds fake.

garcia.wren11d ago

Not sure that matters unless you're selling to boomers.

garcia.wren10d ago

Wait, isn't half the customer base for a lot of stuff like under 35 though? Feels like boomers aren't the only ones who care about that kinda thing.