Bowery Capital > Podcasts  > BC Startup Sales Podcast – 5 Steps To Sales Emails That Convert with Heather Morgan (SalesFolk)

BC Startup Sales Podcast – 5 Steps To Sales Emails That Convert with Heather Morgan (SalesFolk)

Sales Emails - Heather Morgan (SalesFolk)Heather Morgan, CEO of SalesFolk, joined us in the Bowery Capital studio this week to share her “5 Steps To Sales Emails That Convert.” SalesFolk helps B2B companies refine their sales messaging, enabling clients to increase response rates to cold emails by as much as 10x, netting them faster sales cycles and more customers. In this episode, Heather lays out a five-step framework for crafting better-performing sales messaging for your startup and institutionalizing their use in a fast-growing sales team.


Heather founded SalesFolk 3 years ago and has since helped a who’s who of SaaS startups optimize their sales messaging, including Lyft, KissMetrics, Bluenose and Box. She previously led business development at Tamatem, a mobile gaming company backed by 500 Startups. She is also an economist by training, having worked with various organizations including the World Bank. Her writing portfolio is impressive: Heather has been freelance writing for over 7 years and is a published author with Oxford University Press amongst others. She’s written at least one cold email a day for the last 10 years, and over her career has helped 200+ companies refine 10,000+ cold sales emails. If you’re interested in SalesFolk’s expertise, check out their Email Mastery Course, which takes the full deep dive through video, PDFs, and private webinars.

According to Heather, the gap between the best and worst sales teams is growing in part because people mistake the plethora of new sales automation tools and practices as a substitute for doing the necessary homework: buyer research, list building, list validation, and thoughtful copywriting. Many sales teams are working off the same ineffective, legacy templates that have proliferated for decades. Most, more importantly, don’t emphasize the conscientiousness that’s critical in getting leads to respond. As a result, most sales emails go straight in the trash bin, or worse yet, a spam filter or blacklist.

In today’s episode, Heather shares her five-step framework for crafting compelling sales email copy and her secrets to effective buyer profiling, multi-touch campaigning, and email process best practices. Until next week, happy listening!


If you liked “5 Steps To Sales Emails That Convert” and want to read more content from the Bowery Capital Team, check out other relevant posts from the Bowery Capital Blog. If you haven’t already, subscribe to the podcast to get all our new content each week!

Nic Poulos
Nic Poulos
Nic is a former Partner at Bowery Capital. He is currently a Partner at Fifth Wall Ventures based in Los Angeles. Prior to forming Bowery Capital, Nic was an Associate at AOL Ventures where he helped drive investment in and support of over 20 companies, primarily in the enterprise software space. Before AOL Ventures, he served as a Manager at, leading various business development initiatives focused around ad tech and sales. Earlier, Nic worked as a technology investment banking analyst at GCA Savvian Advisors in the firm’s Internet group. While there, he participated in the acquisitions of Broadband Enterprises and, as well as various early- and mid-stage private financings. Nic holds an A.B. in History from Princeton University.