Most B2B sales emails end with the classic, "Can we set up a meeting?" but let’s be honest—that approach often gets ignored. In today's fast-paced business world, people are busier than ever and protective of their time. A request for a meeting, without first establishing value, can feel like a commitment rather than an opportunity. To cut through the noise, your call-to-action (CTA) needs to offer immediate relevance and low effort. Recent studies show that shifting from a meeting request to a value-driven CTA can significantly increase engagement and response rates.
According to Klenty, emails that include value-based CTAs generate a 24% higher response rate than those that ask for a meeting outright. Similarly, TryLeap’s research highlights that concise, actionable requests outperform vague or time-consuming asks. If your emails are being met with silence, it’s time to rethink how you end them.
Why the Right CTA Matters
Your CTA is the final impression you leave in your email. It should guide the recipient toward the next step without overwhelming them. The goal isn’t to book a meeting immediately but to open a conversation that leads there organically. When you provide value upfront, you build trust and increase the likelihood of future engagement.
5 High-Impact Alternatives to 'Can We Set Up a Meeting?':
- Share Valuable Resources
Offering something helpful like a case study, industry report, or insightful article positions you as a resource rather than a salesperson. Example:
"I thought you might find this [industry report/case study] on [relevant topic] useful—would you like me to send it over?" - Ask for Insight or Opinions
People appreciate being asked for their perspective. It makes your outreach conversational rather than transactional. Example:
"How are you currently addressing [specific challenge]? I’d be interested to hear your thoughts." - Encourage Self-Exploration
Invite your prospect to explore a resource at their own pace, reducing pressure while sparking interest. Example:
"If you’re curious, here’s a link to how companies in your industry are approaching this challenge." - Invite Quick Feedback
Lower the barrier to reply with a simple yes/no question. Example:
"Is this something your team is currently focusing on?" - Offer Exclusive or Time-Sensitive Opportunities
Create urgency by providing something they don’t want to miss. Example:
"We’re offering early access to [resource/tool] for a limited time—would you like the details?"
Why These Alternatives Work
What these approaches have in common is that they respect your prospect’s time while offering clear value. They remove the pressure of committing to a conversation and instead create an opportunity for easy engagement. In a crowded inbox, a helpful suggestion or thoughtful question is far more likely to receive a response than a direct request for a call.
Your objective with cold outreach isn’t just to get a reply—it’s to start a conversation that can develop into a business relationship. By shifting your CTA to focus on value rather than commitment, you significantly improve your chances of being noticed and engaged.
Final Thoughts
The next time you draft an outreach email, ask yourself: "Is this CTA something I would respond to if I were in their shoes?" If the answer is no, try one of the alternatives above. Small adjustments to your closing line can have a big impact on your overall response rates and sales success.
Looking to improve your sales messaging? Contact us to refine your outreach strategy and boost engagement rates.