Lavender
Real-time AI coach that scores and rewrites your sales emails
- Category
- Writing & Content
- Pricing
- Free plan (5 emails/month); Starter $29/mo; Individual Pro $49/mo; Teams $69/user/mo. 7-day free trial on paid plans; annual billing saves roughly 20%.
- Best for
- Best fit for SDRs, AEs, and sales development teams doing high-volume cold or follow-up email who want objective, real-time feedback to raise reply rates, especially teams already using Gmail/Outlook plus Salesloft, Outreach, or HubSpot.
- Official site
- www.lavender.ai
- Last updated
- August 2026
Lavender is an AI email coach built specifically for sales professionals — SDRs, account executives, and recruiters — who send high volumes of outbound and follow-up email. It runs as a browser extension and Gmail/Outlook sidebar that analyzes an email as it's being written and returns a live score out of 100, covering dimensions like subject-line effectiveness, length, reading complexity, personalization, call-to-action clarity, question count, and spam-trigger words. The company says it has analyzed over 1 billion emails to build its scoring and coaching models, and it markets the product around a simple claim: emails scoring 90+ get more replies.
Beyond scoring, Lavender's Personalization Assistant surfaces prospect and company data directly in the compose window, along with personality-based insights meant to help reps tailor tone and approach per recipient. For managers, a team-analytics layer tracks performance and ROI across reps' inboxes to identify who needs coaching and on what. Lavender integrates with Gmail, Outlook, Outreach, Salesloft, HubSpot, Apollo, Groove, and Gong, and is positioned as SOC2-certified and GDPR-compliant for security-conscious sales orgs. Founded in 2020, the company has since expanded its lineup with 'Ora,' a 2026-era autonomous AI sales agent sold separately at $500/agent/month, positioning Lavender itself as the email-coaching layer within a broader AI sales-tooling suite.
Best fit for SDRs, AEs, and sales development teams doing high-volume cold or follow-up email who want objective, real-time feedback to raise reply rates, especially teams already using Gmail/Outlook plus Salesloft, Outreach, or HubSpot. Weak fit for anyone who needs a general-purpose writing assistant, multi-channel (LinkedIn/calling) coaching, or a low-cost solution for occasional email volume.
Key features
Email Score (0-100)
Scores an email in real time as it's drafted, flagging what's hurting reply rate before it's sent.
AI rewrite suggestions
Generative-AI-powered rewrites and subject-line alternatives generated from the score breakdown.
Personalization Assistant
Surfaces prospect and company data plus personality-based insights directly in the compose window.
Team coaching analytics
Gives managers visibility into team-wide email quality, performance trends, and who needs coaching.
Sales stack integrations
Works natively inside Gmail, Outlook, Outreach, Salesloft, HubSpot, Apollo, Groove, and Gong.
Mobile preview
Shows how an email will render on mobile devices before it's sent.
Spam Stopper
Flags spam-trigger words and phrasing that could hurt deliverability.
Email verification
Checks recipient email validity as part of the compose workflow.
Pricing breakdown
Free
- 5 coached emails per month
- Basic email scoring
Starter
- Unlimited email coaching
- AI writer
- Core integrations
Individual Pro
- Everything in Starter
- Advanced personalization
- Deeper prospect insights
Teams
- Everything in Pro
- Team analytics and leaderboards
- Shared templates
- Manager coaching tools
Ora (add-on)
- Autonomous AI sales agent (separate 2026 product)
- Sits alongside Lavender's coaching layer
Pros and cons
Pros
- G2 rates Lavender 4.8/5 across 63 reviews, with 91% of reviewers giving 5 stars and only 1% giving 1 star — a strong, consistent satisfaction signal.
- Multiple customer case studies cite large, specific outcomes: one team reported a 136% increase in meetings booked within a month, another a 42% increase in replies alongside a 200% increase in booked meetings.
- Enterprise sales leaders (e.g., at Twilio) credit Lavender with a 'swift rise in open rates and significantly improved communication' across their teams.
- Deep, native integrations across Gmail, Outlook, Salesloft, Outreach, HubSpot, Apollo, Groove, and Gong mean it fits into existing sales workflows without forcing a new inbox or tool.
- SOC2 certification and GDPR compliance make it easier to get approved by security-conscious IT teams at larger organizations.
- Managers get team-wide coaching visibility, turning individual email scores into a training tool rather than just a personal writing aid.
Cons
- Users report the interface can be buggy and prone to crashing, which interrupts the compose workflow it's meant to speed up.
- Customer support has been described by some reviewers as unhelpful or condescending when issues come up.
- After extended use, suggestions can start to repeat and converge on a generic 'Lavender style,' making emails from different reps sound similar.
- Lavender is email-only — it doesn't extend coaching to LinkedIn outreach, cold-call scripts, or other outbound channels.
- Costs scale quickly for teams at $69/user/month on top of other sales-engagement tool spend, which can add up for larger SDR orgs.
What reviewers say
Lavender is very highly rated on G2 (4.8/5, 63 reviews, 91% five-star), with users consistently praising measurable reply-rate and pipeline gains. The main friction points reported are interface bugs/crashes, inconsistent support quality, and suggestions that get repetitive over time.
Frequently praised
- Immediate, measurable impact on reply rates and meetings booked (case studies citing 42%-136%+ increases)
- Real-time scoring and coaching feels tailored rather than generic once tuned to a user's inbox
- Strong integrations mean it fits directly into existing Gmail/Outlook and sales-engagement workflows
Frequently criticized
- Interface can be buggy and crashes at times, disrupting workflow
- Customer support has been described as unhelpful or condescending
- Suggestions start to repeat and converge into a uniform 'Lavender style' after a few weeks of regular use
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Compare →Frequently asked questions
What does Lavender actually do?
It scores emails and templates you write in Gmail or Outlook, then uses AI to suggest specific rewrites and personalization to improve reply rates.
Does Lavender work outside Gmail and Outlook?
Yes — it also integrates with Outreach, Salesloft, HubSpot, Apollo, Groove, and Gong, so scoring follows you into those tools too.
What is a good Lavender score?
Lavender's own guidance is that emails scoring 90 or above tend to see meaningfully higher reply rates.
Is there a free plan?
Yes, Lavender offers a free tier limited to 5 coached emails per month; paid plans start at $29/month for unlimited coaching.
Is Lavender secure enough for enterprise use?
Lavender is SOC2-certified and GDPR-compliant, and most security reviews take only a few minutes to set up authentication with your email provider.
Does Lavender help with LinkedIn or cold calling?
No — Lavender is focused specifically on email coaching and does not currently extend to LinkedIn messages or call scripts.
Ready to try Lavender?
Head to the official site to explore pricing and start a free trial where available.
Visit Lavender →