How to Write an Effective Call to Action in Emails
A strong call to action (CTA) is the key to email success. Turn readers into leads with CTAs that drive results.

The point of any marketing message is to get a response, and ideally, to convert a lead into a client.
Without a proper call to action (CTA), most of your emails will flop and get no response from your leads.
Even if you have the strongest subject line, a proven offer relevant to your target audience, and the most personalized email content, it’ll be hard to get a response if you’re not telling your recipients what you want them to do next.

What’s In a Good Email Call to Action? (CTA Types and Examples)
The most common email CTAs involve asking your lead to schedule a call with you. However, there are other effective CTA types you can use depending on your goals. Here are some examples:
1. Getting on a Call
This is the most straightforward CTA. It’s clear and sets expectations for the recipient. Examples include:
“Let me know if you have time for a quick call this Tuesday or Thursday?”
“Here’s my calendar link—let me know if any of these times work for you: [URL].”
“Do you have a scheduling link I can use to book a quick meeting?”
2. Video Audit
A video audit CTA is a subtle way to engage leads by offering them personalized value. Examples include:
“I’ve prepared a free 3-minute audit for [Company]. Would you like me to send over a video?”
“Would you like me to send over a video guide on how to improve [specific area]?”
3. Qualifying Interest or Getting a Reply
This type of CTA is designed to gauge interest with a simple yes-or-no question. Examples include:
“Are you currently using [Tool] to manage your [specific process]?”
“Would you be interested in learning more about how we can help with [specific challenge]?”
How to End an Email: Top 5 Best Practices
To ensure your CTAs land effectively, follow these best practices:
1. Use Action-Oriented Text
Your CTA should be clear and direct. Avoid vague phrases like “What do you think?” Instead, use strong, actionable language like “Let me know if you’re available for a call” or “Click here to claim your free trial.”
2. Keep It Short and Simple
Long, wordy emails can lose your reader’s attention. Keep your email concise and get straight to the point. Your CTA should be easy to find and understand.
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Adding a sense of urgency can encourage your leads to act quickly. For example:
“We’re only taking on three new clients this month—let me know if you’re interested!”
“Claim your free trial now before spots fill up.”
4. Focus on the Benefit
Your CTA should highlight what’s in it for the recipient. Use “you” language to make it about them, not you. For example:"Would you like to see how we can help you increase your sales by 30%?"
“Let me show you how we can save you 10 hours a week.”
5. Follow a Natural Progression
Your email should flow logically toward your CTA. Start with a strong hook, provide value, and then present your CTA as the next logical step.
Top 5 Sales Email CTA Examples and Templates
Here are some proven email templates with effective CTAs:
1. Congratulations Sales Message
Email Text:
“Hey [First Name],
Congratulations on your new role as [Position]!
I noticed [specific achievement] on your LinkedIn profile. Just wondering if you’re looking to improve [specific area]? I’ve helped companies like [Company Name] achieve [specific result]. Let me know if you’d like to discuss further!”
2. Providing Value Upfront
Email Text:
“Hi [First Name],
I noticed [specific observation about their company]. I’ve helped similar companies improve [specific metric]. Would you like me to send over a quick video explaining how?”
3. Mutual Interest Connection
Email Text:
“Hey [First Name],
I saw you’re attending [Event Name]—me too! I specialize in [specific service] and thought this might be relevant to you. Want me to send over a quick guide on [related topic]?”
4. Mutual Group Connection
Email Text:
“Hi [First Name],
I noticed we’re both members of [Group Name]. I specialize in [specific service] and would love to hear your thoughts on [specific topic]. Let me know if you’re open to a quick chat!”
5. Webinar Follow-Up
Email Text:
“Hey [First Name],
I saw you signed up for our webinar on [Topic]. Before the event, I wanted to ask if you’re currently working on [specific challenge]. Let me know if you’d like some tips!”
Email Marketing and Sales Outreach Recap
Your CTAs don’t exist in a vacuum. To maximize their effectiveness, consider the following:
- Subject Lines: Ensure your email gets opened in the first place.
- Targeting: Use tools like LinkedIn Sales Navigator to find your ideal audience.
- Personalization: Tailor your emails to your recipient’s needs and interests.
- Follow-Ups: Automate follow-up sequences to stay top-of-mind.
For even better results, consider using dynamic GIFs or omnichannel outreach strategies that combine email and LinkedIn messaging. Tools like Linkedly can help automate this process, making your outreach more efficient and effective.
Conclusion
A well-crafted CTA is the key to converting leads into clients. By using action-oriented language, creating urgency, and focusing on the recipient’s benefits, you can significantly improve your email response rates.
Remember, your CTA is only as strong as the email surrounding it, so ensure your entire message is compelling and relevant.
Ready to take your email outreach to the next level? Start implementing these tips today and watch your conversion rates soar!
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