137: My Top 8 CTAs for Cold Email

Welcome back to The Practical Prospecting Newsletter!

Put yourself in the shoes of your prospect.

They get hundreds of cold emails every week. Most are irrelevant. Some are interesting, but they’ve got bigger priorities than hopping on another call.

How many people do you think read your email and think “maybe later”?

Your call to action (CTA) is the difference between those fence-sitters replying… or continuing to ignore you.

CTAs matter more than most people realize.

In this newsletter, I’m breaking down the exact CTAs we use across dozens of clients + when and why we use each one.

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1. “Feel free to forward this along to [Direct Report’s Name]”

When I use it:

When I’m emailing someone senior who likely isn’t the day-to-day owner.

Why it works:

• Removes pressure

• Gives them an easy “out”

• Turns the email into internal validation instead of a sales pitch

In our experience, this works especially well with:

• Execs

• IT leaders

• Ops leaders

• Finance leaders

You’re not asking them to act, just to route the email.

2. “Would you be the best person to speak to this about? Or should I get in touch with [Direct Report’s Name]?”

When I use it:

When I’m selling into an ICP where the main point of contact is not clear.

Why it works:

• Binary choice = easier reply

• Shows you’ve done some homework without overdoing it

This is one of the highest reply-rate CTAs we use. Especially in mid-market accounts.

3. “I know you’ve got a million other priorities, mind if I check in from time to time?”

When I use it:

When I’m selling a product where most people already have a solution, and they’re only going to consider it during renewal season (e.g. CMS tools, CRM tools, etc.).

Why it works:

• Acknowledges reality

• De-escalates the sale

• Easy to say yes to

This is a long-game CTA when nothing else is working.

4. “Can I send over a 1-minute video I made for you?”

When I use it:

When the value is easier to show than explain. Especially when you sell a complex product with many features and functionalities.

Why it works:

• Feels personal without being heavy

• Plays into their curiosity

My rule of thumb for the video is always:

• First 20 seconds: Explain why you reached out to them

• Second 30 seconds: Show the highest impact part of your product/service

• Last 10 seconds: Ask for a meeting

5. “If this is relevant, would you like more information?”

When I use it:

When I want the lowest-friction response possible.

Why it works:

• Non-pushy

• Non-assumptive

• Easy to answer quickly

When I use this CTA, I focus the rest of the email on the pain point and give very little away about my solution or value prop.

I want them to resonate with the problem and be curious enough about the solution that they’ll say yes.

6. Offer-Based CTAs (My Default)

Examples:

• “Want me to send over the checklist we use?”

• “I can share a short breakdown if helpful.”

• “Happy to send the framework if you want it.”

When I use it:

When I have a GOOD free offer. Like a free trial, resource, event invite, or an “audit” of some kind.

Why it works:

Cold outbound converts best when:

• The CTA actually delivers value

• The prospect stays in control

If you don’t have a concrete offer, then this CTA won’t work. Here’s a newsletter I wrote on how to create better offers.

7. Time-Based CTAs (Seasonality Matters)

Example:

“Would you be open to reconnecting at the end of January once the new-year craziness settles down?”

When I use it:

• End of year

• Beginning of year

• Quarter transitions

• Budget cycles

• Holidays

Why it works:

• Respects timing

• Feels human, not automated

I used this at the end of December, and I’ll be using it until mid-January.

8. “Do you already have a solution for [process]?”

When I use it:

As a final follow-up.

Why it works:

• Low-effort reply

• Often leads to real context

• Invites closure instead of chasing

I use this one all the time when I’m selling into a highly competitive market where I just want insight on why the message isn’t converting, rather than to book a meeting right away.

Thanks for reading,

Jed

P.S. I’m launching my first-ever community in Q1 2026. It’ll include exclusive templates, in-depth campaign breakdowns, access to the exact SOPs/training videos my team and I use, and much MUCH more. You learn more and join the waitlist here!