Glossary: outreach
What is a call to action (CTA) in cold email?
A call to action (CTA) is the line in a message that asks the reader to do one specific thing next, such as reply, book a call or read a page. In cold email it is usually a single question at the end.
Two kinds of cold email CTA
Meeting-based CTA
- Asks for a call at a set time
- Takes a calendar check to answer
- Suits a warm reply
Interest-based CTA
- Asks if the topic is relevant
- Takes one word to answer
- Suits a first email
A call to action comes in two main kinds.
The kind you choose sets how much you are asking of a stranger. The less it costs to answer, the more people answer.
An interest-based CTA asks a small question.
It asks if the topic is relevant and takes one word to answer, even from a phone. It suits a first email to someone who does not know you.
A meeting-based CTA asks for time.
It asks for a call at a set time and takes a calendar check to answer. It suits a warm reply, once the reader has shown some interest.
A good CTA is single and specific.
One ask, one sentence and one obvious way to answer. Two asks split the reader's attention.
Here is a call to action tested for an invented company.
Imagine Tindlemere, an invented marketing agency. Its first email ends with a meeting-based CTA: "Do you have 30 minutes on Thursday for a demo?" It sends that version to 400 prospects and gets 6 replies.
Tindlemere rewrites only the last line as an interest-based CTA: "Is this a priority this quarter?" It sends that to another 400 similar prospects and gets 14 replies. Nothing else changed, so the difference of 8 replies belongs to the CTA. The interested ones get a calendar link in the second message.
Replies from 400 prospects for each Tindlemere CTA
Write a call to action in four steps.
The CTA is one line, and it deserves as much care as the subject line.
The four steps in order
- 1Choose one ask
- 2Make it small
- 3Phrase a question
- 4Test it
- 1
Choose one ask.
Pick one: a reply, a call or a click. Remove every other request from the email.
- 2
Make it small enough for a stranger.
A stranger will answer a question long before they will give up half an hour.
- 3
Phrase a question, not a statement.
A question invites an answer. A statement such as "let me know" does not.
- 4
Test it against a second version.
Send two CTAs to similar groups and keep the one that earns more replies.
Prymatica writes your sequences and A/B tests subject lines, angles and CTAs weekly, turning cold prospects into interested replies and booked meetings. See how Prymatica's cold email process works.
Teams make these mistakes with a call to action.
The email has several asks.
A link, a calendar and a question in one email leave the reader choosing between them, and many choose none.
The ask is too big for a first email.
A long demo is a lot to ask of someone who learned your name ten seconds ago.
The CTA is vague.
"Thoughts?" gives the reader work to do. Ask something they can answer with yes, no or a date.
These glossary terms sit next to call to action.
Questions
People ask these questions about call to action.
What is a CTA in an email?
It is the line that tells the reader what to do next. In a cold email it is normally the last sentence, written as one question, such as whether the topic is a priority or whether a short call is worth it.
What is a good call to action for a cold email?
One that is easy to answer and asks for little. Interest-based questions, which can be answered in a word, suit first emails. Asking for a meeting suits a follow-up to someone who has already replied.
Should a cold email include a calendar link?
Leave it out of the first email. A link asks a stranger to do the scheduling work. Ask a question first, then send the link once they say yes.
How many CTAs should an email have?
One. Every extra request gives the reader another decision to make and another reason to put the email aside.
Want your inbox filled with qualified leads?
Let's scale together. Book a free intro call and we'll show you exactly how we'll fill your pipeline with meetings from the industries you want to target.
No contracts. Start free. Cancel anytime.