Why Are Sales Email Calls to Action So Important?

Are you tapping into the power of the sales email call to action? If not, you’re likely missing a big opportunity to capitalize on all of those emails you send. You might find that they lead to nowhere, or worse, they don’t even get a response.

If that’s the case, you aren’t alone. 25% of B2B sales reps say that it’s actually getting harder to get their emails returned, according to SalesFuel’s Voice of the Sales rep study.

This is where adding a clear call to action (CTA) to each email can change things.

Marisa Sanfilippo, writing for Business News Daily, agrees, noting that leaving out a CTA is a mistake.

“…copy that does not have a CTA can leave prospects feeling unsure of what to do,” she writes.

“In the worst case, it results in them doing nothing, moving on, and forgetting all about what you offered.”

What is a sales email call to action?

A call to action (CTA) in a sales email is a clear prompt that tells the recipient exactly what step to take next, such as booking a call, signing up for a webinar, replying, or reviewing an offer.

“Without a strong CTA, sales emails can feel open-ended and often get ignored because the next step isn’t obvious,” explains AdMall’s Director of Sales Denise Gibson.

Conversely, a well-written CTA removes that uncertainty and makes it easy for the prospect to respond or engage.

In sales outreach, effective CTAs can boost response rates, create momentum in conversations and help move opportunities forward in the pipeline toward a decision.

How to write an effective call to action

Any sales email call to action won’t cut it. Instead, it’s important to follow best practices to ensure each outreach drives the results you want.

Know your recipient

Effective CTAs start with understanding what motivates the prospect receiving the email. Based on the research you’ve gathered, think about their pain points, the type of offers they respond to, and what would encourage them to engage. 

For example, are they more driven by cost-savings via a limited-time offer? Or would an educational resource, like a free whitepaper, be more appealing?

“Understanding the way your customers think and buy can help you create CTAs that speak to them,” Sanfilippo writes.

The more closely a CTA aligns with a prospect’s needs and mindset, the more likely they are to comply.

Keep the CTA clear and concise

Strong CTAs are direct and easy to understand. Prospects should immediately know what action you want them to take, whether that’s scheduling a meeting, replying to the email, requesting pricing, or downloading additional information.

“Your email’s call to action should be simple, straightforward and reasonable, considering your knowledge of the recipient,” SalesFuel’s Tim Londergan suggests.

“Play to the strengths on your sales skills list; if you want an in-person meeting, ask for it. If you want them to take your call, give them a date and time.”

In most cases, shorter CTAs perform better because they quickly get to the point without overwhelming the reader. Testing different lengths can help identify what resonates best with your audience.

Match the CTA to where the buyer is in their journey

Sanfilippo also points out that not every prospect is ready for a major commitment after the first interaction or two. In longer sales cycles, softer CTAs are better choices.

She suggests using relevant nudges like:

• “Learn More”
• “Watch a Demo”
• “Reply With Questions”

Observe and adjust

Writing a sales email call to action should never be a one-and-done task. Be aware of how different types of CTAs affect responses and adjust accordingly. This means playing with language and word usage, timing of emails, asking questions, etc.

You can even experiment with adding video to your emails. As SalesFuel found, they’ve proven to be an effective way to engage and win over buyers. For tips on dropping CTAs into videos via links and other methods, take a look at this guidance.

Keep sales moving forward with CTAs

Clear, relevant sales email calls to action can drive buyers to respond and act immediately, making sure that your efforts aren’t wasted, and prospects always know what step to take next.

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