Goals:

• Sell the reply
• Give prospects a CLEAR next step
• Keep it conversational

The ONLY goal of a Call-to-Action in a cold email is to get someone to reply.

Once they reply, we can push for a call or your end goal.

Best Practices:

• Keep the primary goal clear: Focus solely on getting a reply, not closing a sale
• Be conversational: Use natural language that invites dialogue rather than demands
• Make your ask small and specific: Request a simple next step that's easy to say "yes" to
• Provide clear options: Give them a straightforward way to engage
• Use open-ended questions: Phrase CTAs as questions that can't be answered with just "no"
• Keep it brief: Limit your CTA to one short sentence
• Create low commitment: Position the next step as quick, easy, and non-binding
• Be specific with time when suggesting calls: Mention exact timeframes (e.g., "12 minute call")
• Include permissive language: Use phrases like "mind if," "open to," or "interested in"