Call or email? Choosing which to do when first contacting a potential customer can be tricky; you don’t get another chance at making a first impression. How your first communication with a prospect goes can determine if there will be any future communications. “Productively making first contact with a prospect is a delicate art for sales reps,” writes Jeff Hoffman for HubSpot. “…you want to do everything in your power to ensure your outreach registers with potential customers.” 

First, Hoffman breaks down the main differences in how cold emails and cold calls are received, as well as the time and effort required for each. Once he establishes the basics of the two, he then goes on to advise sales reps on how to decide which method to use. Below are just a couple of factors that can help you decide.

Call or email: Factors to consider

Time of day and week matters. Hoffman points out that prospective customers are more likely to respond to call or email at different times. “Statistically, phone connect rates rise as the day progresses, and as the week progresses,” he explains. “In other words, a person is more likely to answer their phone later in the workday and workweek.” So, if you are hoping to reach out via phone, consider blocking off afternoons to do so, especially later in the week. If they don’t answer, leave a voicemail, as these response rates increase later in the day as well. In all, calling late is a win-win.

If you think the prospect prefers email or you only can reach out via email, shorter, frequent communications are best. “While I draft connect emails throughout the day, I am careful to send them either 10 minutes before the hour or 10 minutes after the hour,” Hoffman writes. 

So, if you’re deciding to call or email a lead, think about the individual circumstances. Did the lead come in first thing Monday morning? Hold off on a call until the afternoon. But, if you only have the email contact information, consider drafting a couple of emails to shoot out a little before or after the hour. 

This is just one of the four factors Hoffman says affect the decision to call or email. His tips can help you determine not only how to choose which to use, but also how to effectively use each for maximum response.