(Boosted reply rates from 3% to 11%)
Your CTA can make or break your email.
- Too vague and you get ignored.
- Too pushy and you get ignored.
You need the goldilocks zone, just right
So here are 4 CTAs I’ve tested that consistently outperform the rest:
1. The Lead Magnet CTA
This is giving a valuable resource wiht no ask.
You want to make it a no brainer to say yes, what could you give to help them
Make sure the resoruce is related to the context / pains in your email
Structure + Example:
We made a {resource} on {topic}, want me to send it over?
We made a doc on our top 5 emails that got 10% reply rates, want me to send it over?
Why it works:
You are making their life easier, why would they say no?!
2. The Soft Call CTA
This is a classic and it still works for a reason.
You are not begging for time, or sending a link to a demo, you’re starting the conversation.
The lower the friciton of the ask, the higher % chance they respond. Mke it effortless.
Structure + Example:
Think this could help your team?
Worth a chat?
Why it works:
It is easy for the prospect to say yes too, we just need the intial yes.
3. The Value-Driven CTA
This is similar to the soft call to action, but we're tying it to getting them a desired result.
The key to this working is really understanding your ICP and knowing the KPIs they care about.
If you can offer a chance for them to make it easier to hit their numbers, they'll say yes.
Structure + Example:
If we could help you {achieve outcome}, would that be worth a chat?
If we could help your team get 10%+ reply rates, would that be worth a chat?
Why it works:
Again you are tying the chat to only if you can help them hit their goal, this is a simple yes.
4. The Video CTA
This is one of my favorites, as it's often one of the least used.
Most reps aren't willing to go the extra mile.
Make it easy for them, offer to give them a video to explain the context of your email further.
Structure + Example:
Mind if I share a quick video?
Mind if I send you a 2m Loom?
Why it works:
Again, you're offering to give them something with no ask. Reciprocity always works in sales.
If you’re struggling to get replies…
Try testing these CTAs in your next 10 emails.
Track reply rates. Tweak wording. See what lands best with your audience.
P.S If you want me 5 best email frameworks for free, get them in the comments! 👇
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