We've all heard how AI can help us write better, faster, and with more accuracy.
While this sounds appealing, especially for time-strapped salespeople, there’s a catch: not all AI tools are created equal.
Here, I put three AI tools to the test — ChatGPT, ChatSpot, and Copy.ai — to see which one writes the best cold email.
Let's dive in.
Hang on – doesn't ChatGPT, ChatSpot, and Copy.ai all use OpenAI?
Good catch – and yes, OpenAI powers all three tools. However, if I ask them the same question (e.g., “What is the most important soft skill to have in sales?”), they arrive at different answers. ChatGPT favors empathy, ChatSpot prefers effective communication, and Copy.ai says rapport-building.
How do these tools, all powered by the same technology, arrive at different answers?
For one, OpenAI has released several versions of its models, and different tools could be using different versions.
On top of that, some platforms incorporate additional logic after the model generates a response, either to ensure quality, remove undesired content, or better fit the platform's intent. This can lead to variations in the final answers.
There's also the case of feedback. Depending on the tool, users can upvote, downvote, or provide feedback on answers. Over time, these feedback loops guide the tool to favor certain types of responses over others.
Which AI Tool is the Best Sales Writer?
I prompted each tool to write a cold email to a fake prospect named Katie. Here's the prompt I used:
"Write a friendly email to Katie Wu, Head of Operations at Acme Corporations, introducing our new "SkyLite" App. The app is an inventory management app designed for businesses that have multiple warehouses. Acme Corporations just opened its third warehouse this month, and "SkyLite" can integrate with its current tech stack."
Let's see which tool delivered the best results.
Coming in first place is ChatSpot – let's discuss what this tool did well:
I was pleasantly surprised to see bullet points in this email. This is an effective way to lay out information and give the eye a break from longer paragraphs.
As for the substance of the email, it does a good job explaining the product's value. It outlines the app's features to give the reader a clear picture of its capabilities. This is a great starting point for salespeople to elevate with actual stats, testimonials, or case studies.
While the email does a good job of outlining the features, it could do a better job of solving for the specific customer. For example, it mentions that Acme Corporations is facing some challenges as they expand, but it doesn't say what those challenges are — or how the product solves them.
While AI is great at collecting information about a product, it's not so great at "selling" that information. As a result, it often generates vague, generic statements.
So, while AI can provide a solid foundation for an email, you still need to personalize it. Call out relevant pain points, and don't be afraid to ask questions. For example, "In working with other operation managers, one of the key issues I see is [X]. Does that sound similar to past challenges you’ve faced? I have some ideas that might help."
Copy.ai lands in second place — here's why:
This email is short, concise, and well-spaced, which makes it easy to read and skim. This is vital, especially for busy professionals who receive multiple messages a day.
The tone also hits the right balance: friendly, engaging, and with a hint of urgency ("With the recent opening of your third warehouse, it is now more critical than ever to ensure your inventory is optimally managed...").
Additionally, it does a great job of giving a snapshot of the product without going overboard. Instead of listing five or six features of the product, it only focuses on three. Near the end of the email, it also recaps its main value proposition in a sentence ("In a nutshell....").
Sales emails need to show, not tell – which is where this email falls short.
This email makes several claims (i.e., "SkyLite is the ultimate inventory solution that's sure to provide you with more visibility...") without any proof to back them up. If I were to use this email as my first draft, I would add data, research, and testimonials to give these claims more credibility.
On top of that, the initial greeting of "I hope this email finds you well" is a tad generic. It could be improved with a more personalized opening, such as, "Congratulations on opening your third warehouse! That's an impressive milestone and a testament to your company's hard work. While you're expanding, I thought this might be the right time to introduce our new inventory app..."
#3. ChatGPT (V3.5)
In last place is ChatGPT. Let's take a look at its pros and cons:
Like Copy.ai, this email does a good job of describing the product and its features. It also contains several stand-out sentences — for example, "SkyLite is specifically designed for businesses like Acme Corporations." This is an intriguing line that salespeople can use before detailing why the prospect is a good match.
This email was the longest of the three, most of which is dedicated to the product features.
While you want to convey the value of your product, you also need to address the specific needs and concerns of the recipient. A prospecting message should feel personalized and genuine, rather than just a generic sales pitch.
Additionally, the phrase "Thank you for considering SkyLite as a potential partner" might come off as somewhat passive. A stronger closing statement should express confidence in the value SkyLite offers.
Ultimately, AI Shouldn't Be a Copy-and-Paste Tool
None of these emails were bad, but they weren't exceptional, either. While AI can expedite the writing process, it's often at the cost of genuine human touch — a cornerstone in sales.
Rather than solely relying on AI, use it as a starting point. Then, layer in your personal experiences, stories, and tailored insights. This combination of AI efficiency and human connection will greatly enhance your outreach.