Effective CTAs in B2B Cold Emailing


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A call to action (CTA) is what you would like your cold email recipient to do next.

Your email recipients need advice. The value propositions in your email can be backed up with a memorable brand story, compelling testimonials, and logical arguments, but without a CTA, these elements can elicit an “I get it, but what the hell? took of ?” reader reaction.

Why CTAs are essential for email marketing

Email campaigns are ineffective without CTAs. The call to action clarifies what the sender expects the prospect to convert over time.

You can find cold email CTA examples online, and a few will be discussed in this article.

As the marketer, you decide which call to action is most appropriate. You decide if your prospects are up for a humorous CTA or if they are serious and prefer a polite tone.

Indeed, to maximize sales, a killer cold email needs a unique approach. Consider it a nudge in the right direction.

Why CTAs Matter in Cold Emails

Cold emailing is simply emailing potential customers that you don’t yet have a relationship with to increase sales, online visibility and brand awareness.

A well-written and responsive CTA can increase click-through rates by 30-35%.

But call-to-action keyphrases are even more powerful than that. Here are some additional benefits of including well-written CTAs in cold emails.

1. Good CTAs drive conversions

When a CTA is well-written, it provides a better user experience because it directs recipients to the next step you want them to take. The result is a higher response rate and an increase in leads.

2. Good CTAs increase sales

Cold sales leads may be intrigued and check out your product when you include a compelling CTA.

You can trigger emotional reactions in people by using scarcity, urgency, and curiosity to make them more intrigued by your product.

3. Good CTAs build relationships

Sending cold emails to your prospects certainly does not guarantee that they will respond. The email can be deleted or ignored if it is not convincing enough.

Examples of CTA illustrations

Source: Mirasee

Some prospects will be difficult to deal with and you may need to negotiate with them or make them an exclusive offer to close the deal.

By including a compelling CTA in your cold email, you’re more likely to get your recipient to respond, start a conversation, and build a lasting relationship..

Things to consider when writing a CTA

A good CTA should be written with a purpose. A cold email campaign that doesn’t guarantee prospects will click on your call to action will have failed.

Consider the following factors when writing a CTA.

1. What motivated me to write this email?

  • Why did you contact these recipients?
  • How do you want to meet them? Prefer to chat by phone or Skype?
  • Would you like them to give you feedback, share your material online, etc. ?
  • Do you want them to click on a link in your email and go to your website or landing page?
  • Would you like prospects to sign up for a free trial?

3 points to remember for a CTA

2. How well does my prospect understand what I expect of them?

You need to be as specific as possible. Avoid vague phrases such as “Let’s meet next week” because prospects will be confused.

Let them know if you have a specific day in mind for a meeting and a specific means of communication. Prospects will let you know if they can’t meet on the requested day.

Prospects are more likely to agree to move forward when they clearly understand what they are getting into.

Cold Email CTA Examples

A successful cold email campaign relies on the number of recipients taking the desired action, and so this should be the #1 goal of your email CTA.

Here are some popular types of email calls to action.

1. CTA with specific time and date

Let’s say your goal in your sales campaign is to arrange a meeting or a phone call to further discuss your product or service.

The first step is to create a cold email that helps your prospects explain your value proposition.

If you’ve successfully reached a prospect willing to talk to you, it would be beneficial to specify a date, time, and duration for the meeting to eliminate friction and set the stage for the rest of the conversation.

Which of the following would you be most likely to answer?

Generic CTA vs CTA with specific date and time

Because the second option reduces the cognitive overload of prospects, they are more likely to respond to it. By providing a specific time and date, it reduces the mental processing needed to respond to the email. The prospect doesn’t have to plan the time to budget, date and time that can work for both of you, etc.

2. Multiple Choice CTAs

In this scenario, despite sending three to four emails to your prospects, you haven’t had a response. Try a call-to-action similar to this:

Example of a multiple choice CTA

Such a call to action greatly reduces the friction and effort of your prospects.

After following a few times, getting a response is better than not hearing about it. You make it easier for prospects to respond by providing three simple options. All they have to do is select a number and click answer.

The prospect will find the process less onerous.

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Because you know your prospects better than anyone, you are in the best position to decide what works and what doesn’t.

Knowing your audience will help you create a compelling cold email CTA that will increase your conversion rates, build your online credibility, and help you build stronger relationships with your customers.

More B2B Cold Emailing Resources

How to Create Response-Boosting Cold Emails

How to Write Cold Emails to Millennials and Get a Response

Three Creative Cold Email Templates That Will Get Responses

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