Simplify the call-to-action (CTA)

[armdrejoan]

A clear and concise call-to-action (CTA) is essential to guide the recipient towards the desired action. Simple phrases like “Do you have 10 minutes for a call this week?” are effective because they reduce uncertainty and facilitate a quick response. According to an analysis by Klenty , using closed questions in CTAs increases the likelihood of getting a response, since it is easier for the recipient to respond with a “yes” or “no” rather than an open-ended answer. Additionally, providing specific options, such as specific dates and times for a call, can further simplify the prospect’s decision-making process. This approach reduces cognitive load, since the recipient does not have to think about when they might be available for a conversation

Here is a practical example of an effective CTA:

Subject: Proposal to solve [specific problem]: 10 minutes for a crypto users database?

Hello [Name],

I noticed that your company is facing [specific problem]. I believe our solution can help you [specific benefit].

Do you have 10 minutes for a call this week? I'm available Tuesday at 10:00 or Thursday at 15:00. Let me know which time works best for you.

Best regards,

[Your Name]


In this example, the CTA is clear, offers specific options, and respects the recipient's time, increasing the likelihood of a positive response.

Use alternative channels
If the prospect isn’t responding to emails, try other channels. Several studies show that decision-makers, even if saturated with emails, can be more responsive on other channels, as long as the approach is targeted and respectful. Connect with a personalized message or interact with their content.

LinkedIn: Send a short, direct message.
Direct call: for senior decision-makers.
WhatsApp: If the relationship is already started, an informal message can work.
Retargeting Ads: If you have their email contact, use targeted advertising to keep your brand in their minds.
Recognize ghosting and provide a way out
Sometimes, a humorous closing email can rekindle a conversation. A Gong experiment showed that a phrase like “Is it okay if we leave it at that?” increased responses by 27% .