How to Write Irresistible CTAs for Your B2B Cold Emails

Your Call-to-Action (CTA) is the most important part of your cold email. You might have a great subject line and message, but your email may not get the response you want without a clear CTA. In B2B emails, a strong CTA can push the recipient to take action, whether booking a call or downloading a resource.

COLD EMAIL

Kurt Warner

9/24/20243 min read

a call to action on a notepad with a calligraphy

Did you know that emails with a clear CTA can increase clicks by 371% and sales by 161%? (Wordstream) That’s why focusing on writing a strong CTA is so important.

Why CTAs Are Crucial for B2B Cold Emails

In B2B, your recipient is likely busy. If your CTA isn’t clear, they may not know what to do next. A strong CTA tells them exactly what action to take. HubSpot says emails with a personalized CTA perform 202% better than basic CTAs. So, your CTA must stand out if you want more replies or meetings.

Different Types of CTAs That Work in B2B Emails

Three main types of CTAs work well in B2B cold emails. Let’s go through them:

Direct Action CTAs

This type of CTA tells your recipient exactly what to do. It works well when you need a quick, straightforward response.

Example: "Schedule a 15-minute call to discuss how we can help lower your customer acquisition costs."

Studies show that emails with a single, focused CTA perform better than emails with multiple CTAs (Campaign Monitor).

Curiosity-Driven CTAs

Curiosity-driven CTAs get people interested in learning more. These are useful when your prospect isn’t ready to commit but might want more info.

Example: "Want to see how companies like yours are cutting lead acquisition costs? Click here to find out."

Value-Oriented CTAs

These CTAs offer something valuable in return for taking action, like a free guide or demo. This works well if you’re sharing content.

Example: "Download our free guide to optimizing cold emails for B2B companies."

Offering value builds trust. Emails with free content can increase engagement.

How to Match Your CTA to the Purpose of Your Email

Your CTA should match the goal of your email. Are you trying to set up a meeting? Share a guide? Or start a conversation? Your CTA should fit the specific action you want.

For example, if it’s the first time you’re reaching out, a simple CTA like “Let’s connect for 15 minutes” might work better than asking for a demo right away.

Best Practices for Writing Effective CTAs

Want to improve your CTAs? Here are a few tips:

Keep It Short

Your CTA should be simple and easy to understand. Aim for under 10 words.

Example: "Get your free strategy review today."

Use Action Words

Your CTA should encourage action. Use strong words like "Start," "Get," or "Claim" to show what the reader should do next.

Example: "Start improving your lead flow now."

Test and Improve

You can test different CTAs to see which works best. Try using A/B testing to see what drives the most clicks and responses.

Mistakes to Avoid in Your CTAs

Here are a few common mistakes people make with CTAs:

Being too vague: If your CTA is unclear, your recipient won’t know what to do. Avoid phrases like "Let me know" or "Get in touch."
Using too many CTAs: Don’t overwhelm your reader with too many options. Stick to one clear CTA.
Over-promising: Make sure your CTA matches what you’re offering. If you promise a "free consultation," make sure it’s free and valuable.

How to Measure Your CTA’s Success

Wondering if your CTA is working? Here are the metrics to track:

Click-Through Rate (CTR): This shows how many recipients clicked your CTA. A higher CTR means your CTA is performing well.
Conversion Rate: This tracks how many people took your desired action, like booking a call.
Bounce Rate: If people click your CTA but don’t take action, it might mean your landing page needs improvement.

According to Campaign Monitor, the average click-through rate (CTR) for email campaigns across all industries is around 2.3%, but a well-crafted CTA can help you exceed this benchmark. A clear, action-oriented CTA can make a significant difference in improving these metrics.

Conclusion

Your CTA is a crucial part of your cold email. It’s what turns a passive reader into an active lead. Keep it clear and straightforward whether you’re using a direct, curiosity-driven, or value-based CTA. You’ll see what works best for your audience by testing and optimizing.

Want to increase the success of your cold emails? Start by reviewing your CTAs today!

For further insights on generating leads for your mid-sized B2B business, follow me on Twitter/X.