Lavender Raises $13.2M for its AI-powered email marketing engine


Lavender integrates with email providers to provide context on a sales prospect and advise on how to optimize the message to elicit a response. The company announced today that it raised $13.2 million in a Series A round led by Norwest Venture Partners with participation from Signia Venture Partners and a seed round led by Signia with contributions from CapitalX, Position Ventures, and various angel investors.

Lavender’s product consists of three parts: a sales email coach, a “personalization assistant,” and an email intelligence and coaching portal.

Lavender’s team recently expanded to 16 employees, up from six in the fourth quarter of 2022. Ballance claims that the startup, which has raised a total of $14.2 million to date, will continue to grow and fill “key roles” throughout the rest of the year.

Meanwhile, Lavender’s aforementioned learning portal aggregates and analyzes email activity, highlighting areas for improvement. Lavender allows managers to see which email templates are working and which aren’t, as well as metrics such as individual email scores, open rates, reply rates, and writing time.

Sellscale, which also uses generative AI to write marketing emails, and Klaviyo, a marketing automation startup that received a large investment from Shopify last August, are among Lavender’s competitors. (Ballance sees Jasper and Regie as competitors as well; both use text-generating AI to draft marketing copy.) Lavender does have a respectable customer base, with around 11,000 sellers at companies such as Twilio, Segment, Sendoso, Sharebite, and Clari.

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