Writing effective emails is difficult. Writing cold sales emails that get a response is very difficult!
Do you know the feeling of not getting responses after sending dozens of sales emails? Your CRM says that those well-researched emails you’ve crafted are being opened, however you’re just getting radio silence from your inbox.
One of the reasons for a low response rate could be you’re using the wrong call-to-action (CTA).
While an engaging subject line drives email open rates, it’s the CTA that drives response rates.
A call-to-action triggers the next intended action of your prospect
What is a CTA? It’s quite simple: it’s a sentence or phrase in your email that triggers the next intended action of your prospect. Importantly, a good call-to-action needs to mirror your prospect’s state-of-mind. Your CTA will vary depending on your prospects position in the buying process.
3 types: Specific meeting CTA, open-ended meeting CTA, and interest-based CTA
Let’s look at the three basic types of call-to-actions in sales emails:
Use a low-friction call-to-action in your first outreach
The key to an optimal CTA for a sales email is to find the right balance between friction - how easy is it for the recipient to say “Yes” to your request - and progress - how much can you move your prospect towards becoming a customer.
Meeting CTAs (both specific, and open-ended) are high-friction and mid- to high-progress. Interest-based CTAs are low-friction and low- to mid- progress.
In a first outreach your ultimate goal is to get a response and start a conversation with your prospect. I therefore recommend using a low-friction approach.
In May 2020, Gong Labs conducted a study researching the success rates on the three different CTA types. There was a clear winner: The interest-based CTA!
The interest-based CTA produced double the response rate compared to the meeting CTAs. The success rate, defined as a positive response within 10 days, has been 30% for interest-based CTA, 15% for the open ended meeting CTA, and 13% for the specific meeting CTA.
Source: Gong Labs, May 2020
Of course the interest-based CTA doesn’t progress you as much as a call with a prospect, but it starts a discussion which will help you to build a relationship and get closer to the goal of a customer meeting.
Make your CTA clear, concise and persuasive
Now that we know that an interest-based CTA performs better in your initial outreach, let’s have a look at what goes into a well-written CTA.
There are three rules that will help you formulate effective CTAs. The idea behind these, is to put yourself in the mind-set of your recipient, and to read your CTA from their perspective.
The CTA is not the place to use jargon and show off what your solution can achieve. You need to build credibility throughout your email and before you finish with a CTA.
Let’s have a look at this CTA: “Would you like to learn how our SaaS solution helped increase our customers LTV by 10% while decreasing its CAC by 20%?”
While LTV and CAC might feel second nature to you, you shouldn’t assume that your prospects have the same understanding of those terms. Your CTA gains impact by changing LTV to “more money per customer” and CAC to “cost of acquiring new customers”.
How does the following read compared to the version above?
“Our customers made 10% more money per customer and saved 20% of the cost of acquiring new customers. Would you like to learn how they did it?”
In summary, use interest-based CTAs with simple and conversational language
To make your next sales outreach a success try the following:
Let me know how it worked!