What is a call to action?
The one thing you ask the reader to do at the end of the email.
What it means
A call to action, often shortened to CTA, is the one thing you ask the reader to do. In a sales email it is usually the last line: reply with a yes or no, forward the note, or pick a time. Many people now just call it the ask.
What it means for a sales email
A good ask is clear, easy, and single. Two asks compete with each other, and let me know if you are interested gives the reader nothing specific to do.
The right size of ask depends on the stage. Gong's research found that on a cold email, asking whether a topic is worth a conversation works better than asking for a meeting. Once a deal is active, a specific next step with a day and a purpose is the better ask.
Write the ask so it can be answered in one short reply. A question with a yes or no answer, or a choice between two times, is easier than an open request to share your thoughts.
Research mentioned above: Gong Labs, 2020
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