Nailing Your CTA to Get the Response You Want to Your Cold Emails

How do you really measure the success of any cold email campaign?

It is not the number of people who opened your email. Sure that is important . But it is really just a vanity metric.

It is not the number of people who read your email all the way to the end and loved your thoughtful comments. (well done though.. seriously)

The real metric of success of a cold email campaign is the number of people who actually take the desired action based on your email.

Do you want your prospects to click a link on your email and visit your website/ landing page? Or do you want your prospects to signup for a free trial of your product?

In many cases, you may want them to hit the reply button and schedule a meeting with you. Or, you may simply want to start a friendly conversation.

All of these are valid motivations to send a cold email. And getting your prospects to complete that desired action, that is the specialty of your cold email Call to Action.

As your prospect scrolls down your email and reaches your call to action, she reaches that make or break moment. Whether to take the next action or relegate your email to the archives.

Add too much friction and you lose prospects who may have been interested. Don’t make it persuasive enough and you lose the opportunity to nudge those who are close to the finish line.  

So what is the perfect CTA, just the right way to close an email to give you the best possible chance of actually getting the reader – your prospect – to do just what you want them to?

The simple, honest answer is that there isn’t one. Every business is different. every opportunity might be offering is different to someone else’s. But, there are some basics that, when you tweak them to suit your unique message can undoubtedly be far more successful than other CTA types. Here is a look at just a few of them to get you started.

Provide a Calendar Link

“Book a 15 min slot at your convenience and let’s talk about how we can help you grow your traffic. Here is a link to my calendar.”

This CTA works beautifully as an alternative the somewhat overused tactic of providing a specific date and time that you would ‘like to call’ that so many email marketers use (with very varied success rates)

Why? With the great new tools available to schedule appointments from an email freezing a mutually convenient date for a call has now become a breeze. No more back and forth conversations about choosing various dates, time zones, and options.

By providing your calendar link you are making it easier for the prospect to respond. All she has to do is just open the calendar and choose a date and time that suits her. Your prospect does not even need to hit reply and type out a response.

And what’s more, usually you can set up your calendaring service to send an automatic meeting reminder to both you and the prospect, again, in about half a click.

Reiterate your Value Proposition in the CTA

Which of these closing lines do you think is more likely to swing a prospect on the fence about whether he should speak to you.

Option 1: Are you free for a call tomorrow at 4 pm?

Option 2: Are you free for a call this Friday to discuss how you can increase your employee productivity?

Your Call to Action is another opportunity to reiterate your value proposition and gently persuade why your prospect should speak to you.  By reiterating your value proposition, you are helping them connect the dots between various parts of your email. And summarizing it in one simple and distilled benefit statement.

Ask a Simple Yes/ No Confirmation Question

“Is fixing {pain point} a high priority for you now?…”

Present your prospect with a way to overcome a pain point and then ask a question to confirm if it is a problem they currently experience. Or provide a solution to a problem and then ask a question to confirm if fixing that problem is a priority.

Also, if you are able to reach prospects at the right time with the right confirmation question, then that feeling of ‘you know me, you get me’ will translate into a meaningful response.

These are just a few ideas, as we mentioned. There are many more. Want to hear about them and other tactics for rocking your next cold marketing email blast? Then check out our founder Deepak’s great new resource here.

 

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