How to write the best ‘call to action’ for a cold email?

The purpose of your sales emails can vary according to the situation. As a first step, it’s very important to define it clearly for yourself. Next, it’s crucial to make sure you are not confusing your recipients and that you tell them exactly what you want from them. Set things straight from the beginning.

If you want to make them hit you back with a response, tell them that clearly. But never forget to ask them a question, so they know exactly what to reply to.

People generally want to sell quickly but the reality is ‘you can’t cook and eat in the same quarter’ especially if your lead generation channel is cold emails. Chet Holmes’ research revealed that only 3% (practically less than this) of your target market are actually ready to buy at any time. It means that if you send an email encouraging someone to buy right away, there’s a 97% chance that they are not ready to hear your offer and will immediately shut you down.

If you need to sell them your product or service (which is what we all have in mind) … DO NOT try to sell quickly (especially not in the opening emails). Don’t make your call to action or CTA sound too salesy or salesy at all, like “Buy now!” or “Go to my website and register for a trial’ – that would be inefficient because it sounds heavily salesy. That would scare them off right away.

Of course, we all want them to buy from us eventually. Please note that a cold email is never meant to sell a thing but meant to build a connection/engagement. It’s meant to start a healthy conversation. It’s meant to build a background for cooperation and reliability, which in the end may result in your target audience buying your product or service.

So, your focus should be on building a relationship instead of going directly for a quick sale when you are framing CTA for a cold email. By following this, you will not just build trust with your prospect, you would position yourself as an authority in your domain. This nurturing is an ongoing process and you will begin to find a few businesses at some point in the course (mostly not quickly).

It’s hard to blindly say what CTA will be the most effective one in convincing the audience to take action you want them to take. But there’s a fast and simple way to find that out based on solid data and a meaningful insight from these data. You can try preparing a few email versions that have various CTA and see which one gets the most replies or clicks.

Effective CTA’s that you can consider:

  1. Would you mind if I ask about the challenges you plan to solve this year?
  2. Are you interested to know the best practices in <domain>?
  3. Is this something that could be interesting to you?

(Don’t use 4 and 5 unless you have a very unique offering)

  1. How is your availability to catch you for 10 min this week?
  2. Interested in a demo/trial?