How to write a catchy call-to-action

Sales reps often underestimate the importance of adding a call-to-action to their cold emails. In order to maximize your reply rates, it is best to give your prospects clear instructions on what to do next. A missing call-to-action, or using the wrong one, might be the reason why you aren’t achieving the conversions you expect.

Finish your emails with a clear call-to-action, i.e. propose a time for a meeting, ask a question etc... Here are some useful tips and guidelines:

  • Write a short and clear sentence. People have a short attention span, so you should try to make your call-to-action as short and clear as possible.

  • Questions work well. A good practice to follow when writing a call to action is to write it in a way that the answer is not a simple "No". It's not always possible but when it is, finish your emails with a question like "When...?" instead of a simple "Yes" or "No" question. It seems simple but it's a psychological trick that works. Prospects will tend to reply and even if the answer is "No", it means that you just started a conversation and can try to change your prospect's mind.

  • Write something that resonates with your prospects. Write a call-to-action that you believe would work on your prospects, that would make them feel the urge to reply. You can be creative and use humor.

Here are some examples of calls-to-action:

  • Would you be interested in {!partnership_opportunity}?

  • Is this something that could be interesting to you?

  • Would you have time on {!suggest_times} to discuss {!your_product}?

  • I have a pretty open schedule in the next few days, is there a time that works for you? I’d love to learn more about {!prospect’s_company}.

  • What’s the best way to reach you for a quick demo?

  • {!first_name}, do you have time for a short call in the next days so that I can get your feedback on {!my_company}?

  • Are you interested in a partnership between {!your_company} and {!prospect’s_company}?

  • Do you have time for a quick 15 min call this week so that I can show you how {!your_product} works and get your feedback?

  • Are you available for a quick call in the next days to see if {!your_product} aligns with your goals?

  • How about a quick 5 min discovery call to discuss how {!prospect’s_company} could benefit from {!your_company}?

  • Does this sound interesting to you?

  • What do you think? Would next week work for you for a quick discovery call?

  • I think {!prospect’s_company} might be a great fit. Would you be game for a 10 min call?


The ultimate goal of a call-to-action is to move your prospect to the next step of the sales funnel. It’s important to keep it short and give clear instructions. There are a lot of other examples of real calls-to-action being used in email campaigns from real companies on Good Sales Emails.

Pedro Guimaraes

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