How Gusto is doing cold email sales

In this series of posts, we are analyzing sales email campaigns written by some of the world's best SaaS companies. The entire collection of email campaigns can be found here:

In this post we will focus on one of Gusto’s sales email campaigns. We will discuss things that we like and think are well done and propose suggestions on things that could be tested.

First touch email:


Follow-up email:


What we like 🤓

  • Original introduction. This is an interesting and out of the box introduction that sets this email campaign apart from the other companies' sales emails. Gusto's sales team acknowledges that this is a sales email and uses humor in their opening paragraph. The email is written in a light tone and they include an original funny image. This email triggers the reader's curiosity and makes them want to read it.

  • Short subject line. The subject line is short and intriguing. By keeping your subject line short the first line of the email will be previewed in your prospect's inbox giving them more context about the contents of the email.


  • Storyline and interesting P.S. In the follow up email Gusto's sales team continues their "storyline" by sharing a new picture of "Finnley" (the dog). They are continuing a story that started in the first email and this might be intriguing and funny enough to get a prospect to reply. Also, P.S. is a common and effective way to add a special note on something you want to stand out on your email.

What could be tested 🧐

  • Personalize value proposition. It's a good email sequence but a bit generic in some aspects. It might be worth tailoring parts of your emails to your prospects thus showing them that you took some time to look into them and their companies and why this would be a great fit for them.

Note: We have posted a blogpost showcasing how you can personalize sales emails at scale. Check it here.

Hope this helps you get some ideas on how to write good sales emails. Subscribe your email below to make sure you receive the next monthly email analysis on your inbox!

If you have ideas or suggestions feel free to email us at

Pedro Guimaraes

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