Talk to us

3. Outreach

What is a call to action?

A call to action (CTA) is the one step you ask the reader to take next, such as replying, picking a time or confirming a detail. In outreach it is usually the last line, and it works best when it is specific and easy to answer.

The parts

  1. One actionAsk for a single thing. Two asks split attention, and the reader often does neither.
  2. Low effortThe easier the reply, the more likely it comes. A question answerable in a few words beats a request for an hour.
  3. SpecificA named day, a defined length or a clear yes or no question removes guesswork about what happens next.
  4. Matched to the relationshipA cold first message asks for less than a message to someone who already replied.

Worked example: two closing lines on equal groups

Pinecrest Ledger, a fictional accounting software company, sends the same message to two groups of 120 delivered recipients. Only the final line differs. Version one asks "Let me know if you are interested." Version two asks "Would Thursday at 10 work for a 15 minute call?"

By hand

  1. Version one replies: 3. Reply rate: 3 / 120 x 100 = 2.5%.
  2. Version two replies: 8. Reply rate: 8 / 120 x 100 = 6.7%.
  3. In this example the specific ask drew 5 more replies from the same group size. One test on a small group is a clue, not a proof.
Open-ended ask2.5%
Specific ask6.7%

Reply rate by closing line (invented figures)

How to apply it

  1. Decide what you want the reader to do, in one verb.
  2. Write the ask as a question the reader can answer in a few words.
  3. Put it on its own line at the end so it is easy to find.
  4. Test two versions against equal groups and keep the one that gets more replies.

Mistakes to avoid

  • Giving two or three asks in one message, such as a call, a demo and a document download.
  • Asking for a large commitment in a first message to a stranger.
  • Writing a vague close like "let me know", which leaves the reader without a next step.

Cold email

A cold email is a first message to a person you have not spoken with, sent because their role or company suggests you could help.

Read more

A/B testing

A/B testing sends two versions of a message, differing in one element, to similar groups at the same time to see which version gets the better result.

Read more

Questions

Where does the call to action go in a cold email?
Usually as the last line, so the reader finishes the message knowing exactly what to do.
Should a call to action be a link or a question?
In a first message a question is often better. It reads like a person and needs no click.
Can a message have more than one call to action?
It can, but one is clearer. If you need two, make one the main ask and keep the other minor.

Tell us what you sell and who buys it

What you sell

Who buys it

The button opens a draft in your own mail app. Nothing is sent from this page.

hello@coldmeetings.comEmail us
  • Software companies
  • Agencies
  • Service businesses