Avoid ROI Language In Cold Emails.

ROI is one of those “bragging” stats. “Look how we helped Company ABC. We did it for them … and we can do it for YOU too!” 

ROI language included words or phrases in the salesperson’s email — literally “ROI” or any stats that are tied to ROI like multipliers (2x, 10x, and so on.) and percentages (7%, 42%, etc.) 

And the data say … using ROI language in cold emails decreases success rates by 15%.