Cold emails are a lot like cold calling – they’re venturing out into the icy unknown and can come with a low response rate. Even worse, many sales reps hurt themselves even more by making fundamental mistakes in the most important part of the email – the Call to Action. Let’s take a look at some of the most frequent missteps and what to do instead.
- You don’t have one.
The single biggest CTA problem? Not having one at all. I can’t tell you the countless number of emails I have reviewed with Salespeople over the years that don’t include a Call to Action. Ideally, every sales email you send advances the relationship in some way – even when you’re just sending a relevant article you found, there should be a CTA – even something as basic and low-key as “I’d love to hear your thoughts on this article.”
This type of CTA furthers the relationship and fosters a dialogue. Not only are you showing you’re in tune with a prospect’s interests, you genuinely care what they have to say. There’s also the potential bonus of their reply revealing information that helps your research in how to approach them when it comes time to reconnect.
- You have more than one CTA in the same email.
Then there’s the opposite problem – going from having no CTAs to having multiple. Why is more than one CTA bad? Because that’s more items for the prospect to have to consider and weigh, and they’re that much more likely to say, “Nah, too much effort”, or be confused on what to do and subsequently ignore you.
Instead, you should pick one CTA and only one. You can think of your email as an essay and the CTA is the conclusion (In fact, CTA is a one possible essay conclusion strategy by itself). It should inspire the prospect to carry out the desired action by letting them know what’s in it for them to take action. Much like in an essay, where the body of the work builds to and eventually supports the conclusion, so too should your email text tie into and ramp up to your CTA.
- The CTA is vague.
Want to make sure your prospect isn’t clear on what you want them to do? Be vague or confusing in your CTA. Your CTA needs to be explicit, easy to comprehend, and the intended action clear. Let’s take a look at a couple of examples:
The CTA is the backbone of your cold emails. Poorly executed, it can stop any chance of moving a prospect further down the pipeline and negate your relationship building efforts. But the right CTA – simple, singular, and synchronized with both your objectives and the client’s requirements – can boost conversion rates and improve relationships.
Categories: Sales Enablement